Jan 112017
 

Key challenges of conducting international marketing research So what are the main challenges of conducting marketing research in international markets? In terms of market research tools and techniques, the approaches are generally similar, with the same intention of gathering and analyzing information for input into key marketing decisions. However, there Read full article…

Feb 032016
 
Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But Read full article…

May 202015
 
Advertising awareness and recall metrics

Advertising awareness metrics In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics. There are four main advertising awareness metrics that can Read full article…

Jul 192014
 

  Ways to identify a suitable value proposition Providing a value proposition is a central part of a firm’s offering in the marketplace. A value proposition helps differentiate firms and brands by having something unique about their “offering”. In marketing terms, an “offering” is the collection of benefits that is Read full article…