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PPT : Brief overview of the aggregate findings Non – Members version Automotive Sector

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* The primary research objectives of the Advantage study were defined as:
+ To establish a means of quantifying the effect of customer magazines
+ To provide an industry standard for benchmarking
+ To build return on investment (ROI) evidence for the marketing community
* In addition:
+ To provide comparisons with the effectiveness of other media
+ To provide readership and demographic data

Research Methodology
* For each title involved a magazine and control sample are interviewed
o Magazine = 200 client Customers who received the customer magazine
o Control = 100 Client Customers who do not receive the customer magazine
* The magazine sample is asked a ten minute questionnaire and the Control sample a five minute questionnaire
* All interviewing is computer aided Telephone interviewing (CATI)
* Fieldwork starts around 2 – 3 weeks after the magazine mailing date

Magazine – Control = Customer Magazine Effect
The magazine and control sample split:
We interview exposed and unexposed groups to determine the customer magazine effect
Results released so far are based on 61 titles: Since this cut of the data more titles have taken part …
Categories Covered by the initial 61 titles

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PPT : Brief overview of the aggregate findings Non – Members version Automotive Sector.ppt


PPT : Brief overview of the aggregate findings Non – Members version Automotive Sector Category : General Auto
Source : www.apa.co.uk
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Language : English
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