-Clear breakdown by sub-sample

-Relevance to market / brand positioning

-Relevance to problem

DATA ANALYSIS

-Exact breakdown for each question

-Justification for these breakdowns

-Special analysis (mapping / modeling, etc.)

-Experience with this type of analysis

QUALITY CONTROL PROCEDURES

-Both field and DR procedures

-Numbers / types of checks done

-Who involved / experience

TIMING

Detailed time plan from day of acceptance of proposal must include estimated report / presentation date. Where timing is unusual, should justify.

REQUIREMENTS FROM CLIENT

-Detail all products, advertising material, etc. needed, including date by when required and venue to be delivered

-Include all details of client participation

REPORTING

-Way in which data will be reported / presented

-Details of special graphs / charts

-Number of report copies will provide

-What report will contain

COST

Full details on cost and what is included, broken down by stage (if relevant)

CONTRACTUAL CONDITIONS

-Method of billing

-Responsibilities and limitations

-Publishing data

-Codes which are adhered to

A GOOD PROPOSAL MUST CONTAIN

-Background / problem definition

-Objectives of project

-Action standards

-Sample

-Technique / test design

-Data analysis

-Quality control measures

-Requirements from client

-Timing

-Reporting / presentation format

-Cost

-Contractual conditions

Potential Sources of Error in Research Designs

Total Error

-Random Sampling Error

-Non-sampling Error

-- Response Error

---Researcher Error

----Surrogate Information Error

----Measurement Error

----Population Definition Error

----Sampling Frame Error

----Data Analysis Error

---Interviewer Errors

----Respondent Selection Error

----Questioning Error

----Recording Error

----Cheating Error

---Respondent Error

----Inability Error

----Unwillingness Error

--Non-response Error

Citicorp Banks on Exploratory, Descriptive, and Causal Research

Marketing Research at Citicorp is typical in that it is used to measure consumer awareness of products, monitor their satisfaction and attitudes associated with the product, track product usage and diagnose problems as they occur. To accomplish these tasks Citicorp makes extensive use of exploratory, descriptive, and causal research. Often it is advantageous to offer special financial packages to specific groups of customers. In this case, a financial package is being designed for senior citizens.

The following seven step process was taken by marketing research to help in the design.

1) A taskforce was created to better define the market parameters to include all the needs of the many Citicorp branches. A final decision was made to include Americans 55 years of age or older, retired and in the upper half of the financial strata of that market.

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted. Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products.

In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a spouse.

3) The next stage of research was brainstorming. This involved the formation of many different financial packages aimed for the target market. In this case, a total of 10 ideas were generated.

4) The feasibility of the 10 ideas generated in step 3 was then tested. The ideas were tested on the basis of whether they were possible in relation to the business. The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step.

-Can the idea be explained in a manner that the target market will easily understand it?

-Does the idea fit into the overall strategy of Citicorp?

-Is there an available description of a specific target market for the proposed product?

-Does the research conducted so far indicate a potential match for target market needs and is the idea perceived to have appeal to this market?

-Is there a feasible outline of the tactics and strategies for implementing the program?

-Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices?

In this study, only one idea generated from the brainstorming session made it past all the listed hurdles and on to step 5.

5) A creative work-plan was then generated. This plan was to emphasize the competitive advantage of the proposed product as well as better delineate the specific features of the product.

6) The previous exploratory research was now followed up with descriptive research in the form of mall intercept surveys of people in the target market range. The survey showed that the list of special features was too long and it was decided to drop the features more commonly offered by competitors.

7) Finally, the product was test marketed in six of the Citicorp branches within the target market. Test marketing is a form of causal research. Given successful test marketing results, the product is introduced nationally.

The Greenfield of Online Research

Greenfield Online Research Center, Inc. (http://www.greenfieldonline.com), based in Westport, Connecticut, is a subsidiary of the Greenfield Consulting Group. The Online Research Center conducts focus groups, surveys, and polls over the Internet. The company has built up a “panel” of close to 200,000 Internet users, from which it draws survey samples. The samples may be used for descriptive research designs like single or multiple cross sectional designs, as well as longitudinal designs. Causal designs can also be implemented. Respondents may also be chosen from the registered Internet users.

Internet users wishing to take part in surveys and other projects begin by registering online at the company’s Web site. The registration consists of a “sign-up survey” that asks for e-mail address, type of computer used, personal interests and information about the respondent’s household. Once an Internet user is registered, Greenfield Online matches the user with research studies that are well-suited to his or her interests.

Incentives to take part in focus groups or special surveys are offered by the companies whose products or services are being researched. This incentive is cash or valuable prizes. Incentives are also offered to Internet users to encourage them to register with Greenfield’s Internet panel. New registrants automatically qualify for prizes that are awarded in monthly drawings.