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MARKET RESEARCH
Market research is any organized effort to gatherinformation about markets or customers. It is thesystematic gathering, recording, and analysis of data
about issues relating to marketing products andservices (Wikipedia)
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Look at the range of products and services. Where are
they usually advertised?
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TV
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magazines
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billboards
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Public Transport
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Newspapers
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Sports Sponsorhip
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Which tend to have advertisements which:
1. use images of comfort and people being looked after?
Life insurance
2. stress reliability and safety?Car tyres
3. use beuatiful models?
Perfume
4. emphasize excitement and glamour?
Airlines
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Which tend to have advertisements which:
5. show scientists in laboratories and use scientific evidence?
Washing powder
6. have special characters, real or cartoon, which we associatewith the product?
Breakfast cereals
7. use jingles (a short and memorable song/piece of music)?
Internet providers
8. use images of friendly, helpful, professional-looking people?
Banks
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DISCUSSION QUESTONS
1. What do advertising agencies need to consider whendeciding the type of advert for a particular product?
2. What kind of research do they need to carry out?
Advertisement agencies need to consider:
the target customer where the advert will be seen what the product looks like
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Types of research they could carry out;
a street survey questionnaire
focus groups
where groups of people look at different types ofproducts and discuss them. The advertiser observesand records the conversations.
dustbin survey
the researcher look at the types of products on thecustomers shelf to see what they are buying
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VOCABULARY - 1
jingle (n) :A catchy, often musical advertising slogan.
E.g.: The jingle of Garanti Emeklilik advertisement is really effective.gimmick (n):something used to attract attention to sth or s.o.
e.g: an advertising gimmick.promotion (n): something devised to publicize or advertise a product, cause,
institution, etc., as a brochure, free sample, poster, television orradio commercial.
e.g: In order to sell their products, companies make promotions such as discount.campaign (n): series of operations energetically pursued to accomplish a
purpose:
E.g: We are preparing an advertising campaign for our new product
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VOCABULARY- 1
position (v):to put in the proper or appropriate place; locate
E.g: Its vital to position your product appropriately in business life.token (n): a gift document that can be used as payment for goods of a specified value
E.g. The customer exchanged his token with a free T-shirt.mailshot (n): a leaflet or other advertising material sent by post, or the posting of
such material to a large group of people at one time
E.g.: After their mailshot, they got hundreds of replies and orders.
voice-over (n): the voice of an unseen commentator heard during a film, televisionprogramme, etc.
E.g.: Haluk Bilginer did the voice-over for Diego in Ice Age Series..
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VOCABULARY - 2
survey (n):A detailed inspection or investigation.
E.g. In order to measure the demand of the customer, the company carried a large-scale survey.
blind testing (phr.): a clinical trial in which participants are unaware of whether
they are in the experimental or control group of the study
E.g. The participants of the survey were asked to taste some food that they did not know.
perceive (v): to recognize or understand
E.g. I perceive a note of irony in your voice.market research (phr): the study of influences on customer and consumer behaviors and
the analysis of market characteristics and trends.
E.g. A company does a market research before it produces a new product by asking for the ideasof the customer.
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VOCABULARY - 2
questionnaire (n): a set of questions on a form, submitted to a number of peoplein order to collect statistical information
E.g.: One of the common ways to collect data from customers is using questionnaire.dustbin survey (phr): a kind of survey where a researcher visits households and
studies the labels of the products consumed.
E.g. Some companies use dustbin surveys to see if customers use their products.
life insurance (phr): insurance paid to named beneficiaries when the insured persondies
E.g. In England, they call life insurance life assurancefilm (v):To make a movie of or based on
E.g. The workers filmed their scenes in the factory at the end of the year.
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VOCABULARYanswers 1
1. Firms have to think carefully how to position theirproducts; in other words to know which segment of
the market they want to target.2. Which actor did thevoice-over for the commercial?
His voice sounds familiar.
3. If you give the cashier the token from this packet,youll get the next one at half-price.
4. We dont believe in stupid gimmicks; we just give outcustomers first-class service.
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5. I think we should use local radio for our nextadvertisingcampaign.
6. I cant stop singing that stupid jingle forCornflakes! I cant get the tune out of my mind.
7. There was an excellent response to our lastmailshot; we sent 3,000 letters and and got 400
replies.8. Our next sales promotion will include a special
discount of 20%.
VOCABULARYanswers 1
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VOCABULARY- answers 2
1. perceive2. market research
3. survey4. questionnaires5. blind
6. samples
7. dustbin survey8. focus group
9. consumers10. attitudes
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LISTENING
Look at the photos. Whats happening?
The first photo shows a man carrying out blind testing.He is comparing different types of cereal.
The second is an example of a street survey.
Have you ever had an experiencelike this?
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LISTENINGanswers 2.1
Afocus groupBblind testing
Cstreet survey questionnaire
Ddustbin survey
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LISTENING answers 2.2
What product are they dicussing?
roller blades
What does Stephanie like and dislike about it? likes the extra wheel
doesnt like the shiny plastic look
Why doesnt Nigel like them? because they are too feminine and not strong enough for
speed skating.
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LISTENING - answers 2.3
SWEET
FLAT FIZZY
BITTER
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LISTENING - 4
Imagine you run a market research organization. Discuss
which research methods you would recommend to clients
in these four situations.
Situation 1:
A manufacturer of a substitute for butter wants to know how
to position its products against its competitors. It would like
to know what consumers think of the taste compared to rivalproducts, including butter.
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LISTENING - 4
Imagine you run a market research organization. Discuss
which research methods you would recommend to clients
in these four situations.
Situation 2:
The managers of an airport want to find out how travelers and
passengers perceive the services offered inside the airportterminal.
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LISTENING - 4
Imagine you run a market research organization. Discuss
which research methods you would recommend to clients
in these four situations.
Situation 3:
A marketing research organization has to
produce monthly reports with
information about the buying habits ofconsumers. It studies the same consumers
over a period of several years.
Situation 4:
The directors of a
supermarket chain
want to find out whycustomers prefer their
main competitors.
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VOCABULARYReading
queue (n): a line of people or vehicles waiting for somethingE.g. There was a long queue in the cinema yesterday.
promotion blunder (phr): an embarrassing advertisement mistake
E.g. Michelin made a promotion blunder by giving 40% discount.
demand (n):willingness and ability to purchase goods and services
E.g. The demand of the consumer determines the aount of the production.
disastrous (adj)Extremely bad; terrible
E.g.: The result of the advertisment process was disastrous.
recipe (n): a method for achieving some desired objective
E.g.: Internet advertisment maybe a recipe for succesfull marketing.
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VOCABULARYReading
executive (n) : manager
commit a mistake (exp): make a mistake
E.g.: Nokia committed a mistake by offering a holiday to its customers.anticipated (adj): expected hopefully : awaited, hoped-for
E.g. There was anticipated 500 offers; however, they offered 1000 booklets.astonishing (adj): surprising greatly
E.g. She does an astonishing amount of workrefer to (v): to send so or st to a different place consortium (n): a group of people doing business together : business
association
E.g. The small companies merged and formed a consortium.indulge (v):To yield to; gratify: satisfy
E.g.: Companies should not indulge their ambition because customers dont like it.
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VOCABULARYReading
fiasco (n): A complete failure
E.g.: The final project was a fiasco for the company.
drive-through (phr): Relating to or conducting exchanges
with clients who drive up to a window and remain in theirautomobiles
E.g.: McDonalda have many drive-through restaurants, where people canbuy burgers while theyre driving.
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VOCABULARYReading
representative: a person who represents and tries to sell the productsor services of a firm, esp a travelling salesman : member,delegate,agent
E.g.: Avon is a company ,which sells its products mostly by representatives
quit (v): give up ; put an end to a state or an activity
E.g.: After having a disagreement with his boss, John quit his job.
turn up (phr. v): to make an appearance; arriveE.g.: So many customers turned up in the outlet shop that the manager had to stopselling for an hour.
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READING - 1
Can you think of any other special offers thatcompanies use to promote their products andservises?
What kind of special offers would you beinterested in?
Buy One
GET ONE
FREE !
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READING - 2COMPANY What the customerhad to do What the companyoffered What went wrong
a. McDonalds The customer had to
buy a Big Mac
Two big Macs for the
price of one
The demand was too great.Customers had to queue for over anhour, restaurants were closed.
b.Hoover The customer had to
spend over 100 poundson Hoover products
Two free flights to the
US.
300,000 people claimed the
free flights and there werecourt cases and the company
lost 50 million pound
c.Pepsi The customer had to
save tokens
A military jet A student formed a consortium tobuy the tokens and get the jet at atenth of its real price.
d.Pepsi The customer had to
find a bottle top which
the winning number
349
30,000 pounds A production error let to 800,000bottle tops with the winningnumber and Pepsi had to pay outfive times its budget.
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READING2
How long did customers have to queue at McDonalds?
For more than an hour
How much did people have to spend on Hooverproducts to qualify for the offer?
100 pounds
How much did the promotion cost Hoover?
50 million pounds
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READING2
How many people claimed free flights?
300,000
How many requests for handsets were there?
750,000 What was the full price of the military jet?
4.5 million pounds
What was the winning number?
349
How many winning bottle tops were produced?
800,000
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READING3
Underline words or expressions in the text which aresimilar in meaning to mistake.
blunder
disaster
fiasco
mess-up
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THANK YOU