MARKET RESEARCH PROGRAMS
1. Objective of Programs
Market Research will answer three basic questions.
1. What customers will want.
2. What customers like.
3. What customers dislike.
The Market Research will establish:
1. What is important to customers.
2. How you perform on those important attributes.
2. Market Research Benefits
The benefits of undertaking this Market Research include:
· Identify any areas for improvement in product range, delivery of products,
or any aspect of service.
· Provide focus to management on the attributes desired by customers
and your performance in delivering those desired attributes.
· Provide Market Research on which to develop your unique and/or superior
competitive advantages.
· Confirm or modify your pre-existing perceptions of its current performance.
3. Market Research Methodologies
Two primary Market Research Methodologies are used:
1. Qualitative, e.g. indepth customer/potential customer interviews, mystery
shopper, surveys, customer exit intercept surveys.
2. Quantitative, e.g. potential multiple customer/potential customer questionnaires
and/or surveys.
Each Market Research methodology has a number of pro's and con's.
1. Qualitative Research
Pro's
· Provides analysis and data on the client's customer's experience.
· Is random and takes the customer "as is".
· Can be arranged to be undertaken at any particular time of the day.
· Will not impose upon your staff's time.
· Is quick.
· Relatively low cost.
· Able to ask qualitative open-ended questions.
· Will provide quantitative results.
Con's
· Usually limited sample size.
· Provides a random selection of customer experiences.
2. Quantitative Research
Pro's
· Useful methodology when customers cannot be brought together.
· Relatively low cost.
· Distance is not a problem.
· Will provide quantitative results.
Con's
· Allows only one-way involvement and feedback from the customer/potential
customer.
· Limited sample size.
· May need to provide encouragement to gain a response.
· Needs to ensure that you get a good "mix" of respondents.
4. Confidentiality and Impartiality
The Market Research should be carried out in a confidential and unbiased manner.
Many of the lines of enquiry canvassed during the interviews and questionnaire will touch on sensitive issues. Interview respondents must be reassured by the professionalism and impartiality of the interviewer or researcher, so that the interviewee will be more forthcoming.
5. Market Research Content
The usual content of the Market Research Program will include:
1. Background briefing (including development of interviewee selection criteria,
list and questionnaire) (half day).
Development of questionnaire (half day), including:
- Determination of the importance of various attributes desired by customers
- Determination of performance on those attributes
- "Strengths"
- "Weaknesses"
- "Opportunities"
- Competitor analysis
- Future product and service needs
2. Undertaking qualitative indepth Market Research interviews or quantitative
Market Research questionnaires (2 days).
3. Co-ordination and collation of surveys (1 day).
4. Preparation of a documented Market Research report (1 day).
5. Group presentation and discussion of findings and the development of the
strategic response (half day).
Total: 5.5 days
The Investment
The investment in the Market Research is based on an estimated workload of 5.5 days.
6. Market Research Delivery and Timing
The Market Research will be supervised by Gold Medal Marketing Pty Ltd, with Gary Copolov acting as a Research designer, interviewer, collator and author of the Market Research Report. The Research will require some input from the client.
The Market Research should usually take approximately four (4) weeks to complete.
7. Payment
The total investment in the proposed Market Research Project is subject to quotation based on the client's specific needs.
Payment for the Market Research shall be by three (3) equal payments.
The first payment shall be due on commencement of the assignment.
The second payment shall be due after completion of the interviews.
The third payment shall be due on finalisation of the Market Research Project to your satisfaction.
All payments shall be nett fourteen (14) days from invoice.
8. Expenses
Any additional "out-of-pocket" expenses incurred on the client's behalf, relating to the preparation and presentation of the Market Research, including typing, printing, interstate and international telephone calls, travel, accommodation and other items specific to the client's needs, shall be charged at cost and invoiced at the conclusion of the month incurred.
9. Limitation on Liability
Gold Medal Marketing Pty Ltd shall not be liable to the client for any loss or other consequence (whether or not due to the negligence of Gold Medal Marketing Pty Ltd, its servants, or its agents) arising out of this agreement and/or the services rendered, or as a result of services provided by the Agency. The limit of any loss, damage or otherwise for which Gold Medal Marketing Pty Ltd shall be liable, will be limited to an amount not exceeding the maximum fee (if any) charged by Gold Medal Marketing Pty Ltd for the particular service in respect of which the loss arose.
10. Confidentiality
Gold Medal Marketing Pty Ltd agrees to treat as confidential the existence and nature of the business relationship, and shall ensure that facts, secrets and plans concerning the client are not passed on to any third party without prior agreement.
11. Market Research Outcomes
The Market Research should provide a clear and documented summary of where the client is, where it should be going, and will indicate how it should get there. The Market Research will assist clients to "plan their work" and "work the plan". The Market Research provide clear direction for future Marketing, Product and Service Development action.
B. Creative Design
Examples of work.
PDF files to be provided.
Smalldog - Rubbersafe, OSSA
Artsurgery - Renaissance Restorations
Starship Enterprises - Mulders, Clarkes Pies
Mosaic Studies - Deakin Property, Dawson Advisory,
Western Truck Repairs
C. Web Design and Development
Examples of work Ü Link to creative and developer.
Refer: Smalldog, Sprydata.
D. Copywriting
Copywriting
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