Marketing Research Techniques Quiz

Chapter 10: Measuring Sources of Brand Equity

• This chapter focuses on measuring sources of brand equity, specifically capturing customer mind-set.

Learning Objectives

• 10.1: Describe effective qualitative research techniques for understanding consumer brand knowledge.
• 10.2: Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships.
• 10.3: Outline how big data can aid in understanding brand perceptions and positioning.
• 10.4: Explain the role of social media monitoring "control rooms" as a marketing research tool.
• 10.5: Profile and contrast popular brand equity models.

Understanding Consumer Behavior (Figure 10-1)

• Key questions to understand consumer behavior: Who buys the product? Who influences the decision? How is the purchase made? What needs are satisfied? Why do customers choose a specific brand? Where and when do they buy? What are customer attitudes? What social factors influence the decision? How does lifestyle impact decisions? How do customers perceive the product? How do demographics factor in the decision?

Qualitative Research Techniques

• Free Association: Simplest and often most powerful method to understand brand associations. Subjects think about a brand, and state whatever comes to mind. It identifies possible brand associations.
• Projective Techniques: Diagnostic tools to unearth true consumer opinions. These techniques are useful when subjects are unwilling or unable to express opinions directly, using ambiguous stimuli to elicit deeper understanding.
• Zaltman Metaphor Elicitation Technique (ZMET): Elicits interconnected constructs impacting thought and behavior. Participants bring images from their own sources related to the target subject. The images are used in a one-on-one interview, and researchers create a consensus map of important constructs. This technique uncovers concealed consumer knowledge.
• Neural Research Methods: Study how the brain responds to stimuli (including brands). This research indicates consumer buying decisions are often unconscious and habitual. Techniques such as EEG (electroencephalogram) and fMRI (functional magnetic resonance imaging) are used.
• Brand Personality and Values: Brand personality is like human characteristics consumers attribute to a brand. A study of the "Big Five" factors, sincerity, excitement, competence, sophistication, and ruggedness, underpins brand personality.
• Ethnographic and Experiential Methods: Researchers directly study consumer behavior in their natural environments (home, work, shopping). This method uses "thick description" based on observation to extract cultural implications about events and activities.

Quantitative Research Techniques

• Brand Awareness: Related to brand strength in memory. Examined by how easily consumers recognize or recall brand elements. Methods include recognition, recall, correcting for guessing errors, and strategic implications.
• Brand Image: Consumer associations with a brand. This helps marketers differentiate between lower-level considerations (performance, imagery) and higher-level ones (judgments, feelings). It involves beliefs and descriptive thoughts.
• Other Approaches: Multi-Dimensional Scaling (MDS) helps assesses overall brand uniqueness and creates perceptual maps. It shows the similarity of products and preferences.

Social Media Listening and Monitoring

• Fast-growing field of marketing research, using social media monitoring dashboards. These dashboards summarize key brand statistics (engagement, sentiment, topics, keywords).

Brand Responses

• Key measures of brand responses include purchase intentions and likelihood to recommend.

Brand Relationships

• Brand relationships are characterized by resonance and measures of key dimensions, including behavioral loyalty, attitudinal attachment, sense of community, and active engagement.

Comprehensive Models of Consumer-Based Brand Equity

• The relationship between BrandDynamics and Consumer-Based Brand Equity (CBBE) models is expressed as five sequenced stages of Millward Brown's BrandDynamics model. This relates to the four ascending stages of CBBE.

Summary of Qualitative and Quantitative Measures (Figure 10-13)

• Qualitative techniques include free association, projective techniques, photo sorts etcetera.
• Quantitative techniques include measures of brand awareness, and brand image (open-ended & scale).

Four Pillars Assess Brand Health, Development, and Momentum (Figure 10-14)

• Brand equity pillars include brand strength, brand stature, energized differentiation, and relevance, esteem, and knowledge.

Pillar Patterns Tell a Story (Figure 10-15)

• Examples of brands grouped by types - unrealized potential, commodity brand, cultural icon, desire to find out more, looking for better options, and credible leaders.

Test your knowledge on various marketing research techniques and methods used to evaluate brand awareness, perceptions, and consumer relationships. This quiz covers both qualitative and quantitative approaches, exploring how data influences marketing strategies.