Data collection methods include online, mobile phones, telephone, CATI — computer-assisted telephone interviewing, CLT — controlled location tests (e.g. mall intercepts), CAPI — computer-assisted personal interviewing, DTD, mail and diary. These are categorized in Exhibit 5.1 according to whether administered by interviewer or self, or whether or not computer-assisted. Going forward, the trend is towards online and mobile internet methods assisted by computers.
Each method has its advantages and disadvantages. The choice is dependent on the number of questions and their complexity, the type of stimuli to be used and the sensitivity of the subject. The methodology in turn has an important bearing on the design of the questionnaire.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.