Consumer Confidence & Brand Preference/Usage

June 2008

Company Profile

01MediaMix Research & Solutions

The mediaMix research solutions is the research arm of The R&T Advertising Group - a marketing & communication company that provides fully-fledged solutions to advertisers. We believe, that the new agency model that we have created provides for multi-dimensional solutions through its creative ideas that enable our clients’ discernible differentiation on the market and yield tangible results.

Who We Are

Our Mission

We develop creative communication solutions aiming at achieving maximal impact for our clients’ marketing budgets.

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Our Services

Building upon more than ten years of experience in the advertising market & communication services in Albania, the group provides now thorough consultancy services at all levels of expertise in today’s ad industry & market research.

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Brand Advertising

Strategic Planning & Consumer Understanding Research, Development and Implementation

Brand Design & Development

Strategic Communication Planning & Media Services

Integrated Marketing Communications

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Business-to-Business Communication Development

Promotion Planning and Execution

Company Profile

02Research Services

MediaMix provides complete consultancy services in the sector of:

market research, public opinion & social research, as well as advertising & media research.

OPINION

ADVERTISING

CUSTOMER RELATIONS

MARKETING

MEDIA & AUDIENCE

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Research Services

Starting from conceptualizing & designing the questionnaires, selecting & implementing representative samples, conducting the interviewing fieldwork, as well as detailing & finalizing the statistical analysis of the findings resulting from the collected data, MediaMix provides a full package of syndicated & custom research services.

The adoption of contemporary research techniques & the analytical capabilities of MediaMix’s key personnel provides its clients with key assistance insights in their decision-taking and their competing strategies in five main specialized of market research:

03Structure of Research Services

The single core activity of MediaMix’s research & planning dept. focuses on collecting, processing & analyzing information about opinions, needs & wants of consumers, clients & citizens, and understanding their attitude and behavior.

Public Opinion & Social Research

Advertising Research

Quality & Management of Customer Relations CRM) Research

Marketing Research

Media & Audience Research

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Structure of Research Services

The unique analytical approach and adoption of contemporary statistical techniques enables MediaMix’s clients to understand better their markets & target consumers.

A thorough and detailed analysis of even the slightest of differences in gauging respondents’ opinions facilitates depicting a clear picture of the needs, desires, and motivations of the consumers-citizens.

In order to meet best its partners’ expectations, MediaMix has structured its research service business into five main specialized areas of research studies.

04Methodology & Tools

MediaMix provides all the relevant consultancy and management services by guiding its partners throughout all different stages of the research process, as well as it assists them to select the most appropriate methodology & techniques, by:

selecting and designing the sample to be interviewed; developing the questionnaire, whose accuracy remains fundamental to the quality of answers; choosing the most appropriate data collection technique (face-to-face, telephone interviewing, postal interviewing or internet-based interviewing) and administering the questionnaires in full compliance with rigorous accredited procedures.

In the final stage, it helps the clients analyzing the findings of the study and better understand their operational significance.  

Quantitative Studies

 

Qualitative Studies

 

Qualitative study techniques are mainly based on in-depth interviewing of groups and individuals in guided face-to-face meetings. These kind of techniques are often used in marketing studies, media & audience studies, as well as in public opinion & social research.

Qualitative techniques can be used alone or as complementary to quantitative ones. The latter enables hypotheses testing before large samples of respondents are examined systematically.  

Methodology

1Ad Copy Testing | Campaign Pre-testing | Post-testing.

Ad Impact on Target Audience Testing | Ad Monitoring & AdEx Reporting

Reach | Share & Ratings | Impact | Circulation | Targeting Techniques.

Viewership/Listenership/Viewership | Audience Demographic Profiles.

Content Analysis | Negative vs. Positive Media Coverage.

Ad Copy & Editorial Tendency | Media-Scheduling & -Planning Strategy.

4Customer Satisfaction & Consumer Surveys | Usage & Attitude Studies.

Mystery shopping | Customer Demographic Segmentation Studies.

Brief Guide on most-often used Multivariate Statistical techniques in

the market research practice.

Summary of Research Services

05Advertising Research

Advertising/Copy TestingTypically, this is an added value study that measures the extent of audience ‘s recall of a certain published or broadcast advertising message. Sometimes, these kind of studies are conducted before the ads go to print or are being aired.

Ad Viewership/Listenership/ReadershipAs in the case of ad copy testing , the analysis of readership, viewership, readership helps in assessing audience’s ability to recognize some, or all, ad messages published or aired on certain media outlets. The respondents are often asked to assess the ad impact and/or to comment about certain ads. Some publications measure the ads by referring to a sample selected out of the total of annual print issues, and create what is routinely called ad norms.

Advertisers AuditingThese studies are carried out with existing or potential clients, including also ad agencies, in order to define the purchase criteria and to evaluate which publication, or media, meets best the above-mentioned criteria against its own competition. Additionally, these studies can gather sales information and other insights about the possible advantages or disadvantages of certain categories, etc.

News PollsIt could be similar to the audience panels, but it is mostly used to collect fast representative data on daily topics related to the marketing categories of certain publications or media outlets.

“White Papers” Studies of the Market/CategoryDetailed analysis of new editorial policies, product categories or the market. This kind of study, known also as secondary or desk research is generally used to inform and educate the advertising market about the marketing categories of certain publications & media outlets.

Audience & Subscribers StudiesAssessment of the demographic profile and measure of product usage by a representative sample selected after scientific requirements of usually publication circulation figures. Similar studies can also be carried out for viewers of subscribers to cable network or satellite service television.

In-Publication StudiesQuestionnaire can be placed randomly within any publication pages, or bonded together, at the printing outlet. Business-reply type of envelopes are attached to the questionnaires, or the questionnaires themselves can be folded into a ready-to-mail envelope .

Viewers/Listeners/Readers PanelsThis kind of study involves a group of loyal viewers, listeners, or readers, which agree to participate in periodic studies for a specific amount of time. The study is being carried out in the form of a panel, which can generate trend data; additionally, this kind of study yields answers to questions related to the circulation, editorial policy and is generally used in carrying out added value studies for the advertisers.

Viewership/Listenership/Readership/ & PositioningThese are studies of the target audiences, which involve questions related to the total viewership/listenership/readership patterns of the audience, along with questions related to the respective competitive publications or media outlets. Additionally, qualitative perceptions of the audience are also studied through questions about believability, likeability, interest, etc.

Ad MonitoringOften known also by the name of “benchmark” research, or pre/post study this kind of research aims to measure whether a specific ad campaign has met or not its communication objectives. This kind of study is mostly being paid for by the publication or media outlets for their clients.

06Audience & Circulation Studies

New Subscribers Studies These studies analyze whether the new subscribers of a certain publication or media outlet match, or not, the demographics of the existing subscribers base. Most of the time, the samples for such kind of studies are designed to produce results according to circulation figures or source of subscription for publications & cable/satellite service TV networks.

Circulation/Audience Renewal Monitoring Designed to predict the type of people that are most likely to renew, or not, their subscription, these kind of studies help publishers & other media outlets’ management to assess the development sizing trend of such groups, as well as the trend of factors that influence whether their efforts to renew their subscription are more, or less, likely to be successful. Additionally, they help in diagnosing & improving media outlets' appeals to get higher rate of subscription from their audience.

Intercepting Studies at the NewstandThe readers are immediately contacted after their publication purchase at the newstand in order to find the reasons of their reading behavior, as well as the frequency of purchase.

Cover TestingThese studies are designed to predict which cover, out of three or four alternatives, could sell better after being placed in the newstand.

List Testing Small sample lists are tested to find whether they match, or not, the demographics & behavioral setting of the audience for certain publications & media outlets.

07Media & Communication Studies

Editorial, Commentary & Content Monitoring.Stories, press reports, presentations & different formats appearing in certain publications, or media outlets, are monitored periodically, and the data collected are analyzed to assess the ratings figures of viewers/listeners/readers.

Programming & Editorial Development TestingThe audience is asked to asses its interest and readership of stories published or aired in certain publications or media outlets, as well as to evaluate the general editorial content. The latter are also known as TOC – Table of Contents studies.

Copy & Editorial Concept TestingIt is often used to assess the interest of new media outlets’ programming appeal. Representative samples of specific target groups include individuals representative of the respective target groups for the publication or media outlet in hand, and prototypes of the latter are used in the study, especially when questionnaires involve face-to-face interviewing methodology.

Viewers/Listeners/Readers AuditingThe audience is asked to assess a publication or media outlet against the competition. These kind of studies may serve as diagnostic tools for the editors in their attempts to improve the editorial product.

08Market Research Studies

Consumer ResearchThese kind of studies help in understanding the behavior, capacity and decision-taking process of consumers in the market. The findings from such studies could be of great use in drafting and implementing marketing & communication business retail plans by the corporations. These kind of studies are typically customer satisfaction and/or consumer survey.

Mystery ShoppingIt is another form of market research that can be used as a measuring instrument in assessing one company’s customer care service. The goal is to provide information at management level for the company, in order to generally improve the quality of services, and especially, the quality of customer service. Hence, the conduct of periodic measurements about the quality of services can help the company in monitoring the progress of projects in usually improving their customer care service.

Usage & Attitude StudiesUsage & Attitude studies are comprehensive & multi-dimensional exercises that major companies organize at least once in two years. Divided usually into two stages, the qualitative one followed the quantitative, U&A studies can assist in drafting long-term marketing & business retail strategies, both for specific products & services, as well as for the quality and management of customer care services, or the hierarchical level of the company’s management.

Customer Satisfaction StudiesThese are studies that are carried out periodically by companies, in order to objectively asses the level of services provided to the clients, which will consequently lead to their improvement.

Demographic Profiling & Customer SegmentationConsumer segmentation according to different demographic categories is an important element that can immensely help a company in drafting successful targeting & positioning strategies for different products & services of the companies in the market.

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09Appendix | Brief Guide

Most-often used Multivariate Statistical Techniquesin today’s practice of market research

Correlation Analysis

Regression Analysis

Factorial Analysis

Cluster Analysis

Brand Mapping

Conjoint Analysis

Discriminant/Logistic Regression

MediaMix provides full research consultancy service including all modern-practice multivariate statistical techniques.

Following is a brief guide of the most often multivariate techniques used in today’s market research practice:

Multivariate Statistical Techniques

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Correlation AnalysisCorrelation Analysis, expressed by correlation coefficients, measures the degree of linear relationship between two variables. While in regression the emphasis is on predicting one variable from the other, in correlation the emphasis is on the degree to which a linear model may describe the relationship between two variables.

The correlation coefficientcorrelation coefficient may take on any value between + and - 1. The sign of the correlation coefficient (+, -) defines the direction of the relationship, either positive or negative. A positive correlation coefficient means that as the value of one variable increases, the value of the other variable increases; as one decreases the other decreases. A negative correlation coefficient indicates that as one variable increases, the other decreases, and vice-versa.

The absolute value of the correlation coefficient measures the strength of the relationship. A correlation coefficient of r=.50 indicates a stronger degree of linear relationship than one of r=.40. Likewise a correlation coefficient of r=-.50 shows a greater degree of relationship than one of r=.40. Thus a correlation coefficient of zero (r=0.0) indicates the absence of a linear relationship and correlation coefficients of r=+1.0 and r=-1.0 indicate a perfect linear relationship.

r = 0.85

The scatter plots presented on the right perhaps best illustrate how the corr. coeff. changes as the linear relationship between the two variables is altered.

When r=0.0 the points scatter widely about the plot, the majority falling roughly in the shape of a circle. As the linear relationship increases, the circle becomes more and more elliptical in shape until the limiting case is reached (r=1.00 or r=-1.00) and all the points fall on a straight line.

r = 1.00 r =-0.54 r = 0.17

Three Scatter Plots & their associated Correlation Coefficients

Tiparet e Produktit

Njohuritë e Biznesit

Mbështetja on-line

Aktivitete Promocionale

Linja e Shërbimit 24h

Teknologjia e Përparuar

Shërbimet e Emergjencës

Marrëdhënia me Account Manager-in

Shërbimi i Shpejtë

Çmimet e Qëndrueshme

Shërbimi pas Shitjeve

Mirëmbajtja e Produktit

Mbërritja në Kohë tek Klienti

Cilësia e Produktit

5.0

5.5

6.0

6.5

7.0

7.5

8.0

0.20 0.40 0.60 0.80Impakti nëPerformancën ePërgjithshme

Shkalla Mesataree Kënaqësisë

Nevoja për Fokus

Pikat e Forta

Monitorim

Ritmi i Duhur

Correlation AnalysisCorrelation Analysis is typically used for Customer/Employee Satisfaction studies to answer questions such as “which elements contribute most to someone’s overall satisfaction or loyalty to the?” This can lead to a “derived importance versus satisfaction” map. (See below.)

It is also ideal when sample sizes are too low (e.g. less than 100) to run a regression analysis. Graphical Depiction of Brand Mapping after Correlation Analysis

‘Satisfaction Level vs. Impact on Performance’ in a Retail Company

Regression AnalysisRegression Analysis measures the strength of a relationship between a variable you try to explain (e.g. overall customer satisfaction) and one or more explaining variables (e.g. satisfaction with product quality and price).

While correlation provides a single numeric summary of a relation (called the correlation coefficient), regression analysis results in a “prediction” equation.

The equation describes the relation between the variables. If the relationship is strong (expressed by the R square value), it can be used to predict values of one variable given the other variables have known values. E.g. how will the overall satisfaction score change if satisfaction with product quality goes up from 6 to 7?

Vlera Aktuale Vlera Target

Cilësia e Produktit 7.2 7.2 27%

Value for money 5.4 5.4 18%

Shumëllojshmëria 7.2 7.2 15%

Shërbimi i konsumatorit 6.4 7.0 25%

Disponueshmëria e prod. 6.5 7.0 15%100%

Kënaqësia e Përgjithshme 6.3 6.5

27%

18%

15%

25%

15%

0% 10% 20% 30%

Impakti Relativ në Kënaqësinë e Përgjith.

Regression AnalysisCustomer Satisfaction Study Findings in a Super-Market Chain

Regression AnalysisRegression Analysis is typically used for:

1.Customer/Employee Satisfaction studies to answer questions such as “which product dimensions contribute most to someone’s overall satisfaction or loyalty to the brand”. This is often referred to as Key Drivers Analysis.

2.To simulate the outcome when actions are taken. E.g. what will happen to the satisfaction score when product availability is improved?

Level of General Customer Satisfaction with Supplier

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Total Tiranë Veri Jug Qendër

% e

Im

pakt

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Shërbimi ndaj Klientit

Mbështetja e Konsumatorit

Çmimi & Vlera për Shpenzimin

Shërndarja & Disponueshmëria

Imazhi i Furnitorit/Retail

Produkti

4.0

3.8

4.0

4.5

4.3

4.5

4.3

4.1

4.2

4.6

4.4

4.6

4.0

3.8

4.0

4.4

4.3

4.4

4.2

3.9

4.2

4.4

4.3

4.6

3.7

3.6

3.8

4.4

4.1

4.3

Shifrat janë rezultatet mesatare tëShkallës së Përgjithshme të Kënaqësisë së Konsumatorit

Factor AnalysisFactor Analysis aims to describe a large number of variables or questions by only using a reduced set of underlying variables, called factors. It explains a pattern of similarity between observed variables. Questions which belong to one factor are highly correlated with each other. Unlike cluster analysis which classifies respondents, factor analysis groups variables.

There are two types of factor analysis: exploratory and confirmatory. Exploratory factor analysis is driven by the data, i.e. the data determines the factors. Confirmatory factor analysis, used in structural equation modelling, tests and confirms hypotheses.

Factor analysis is often used in customer satisfaction studies to identify underlying service dimensions, and in profiling studies to determine core attitudes. For example, as part of a national survey on political opinions, respondents may answer three separate questions regarding environmental policy, reflecting issues at the local, regional and national level. Factor analysis can be used to establish whether the three measures do, in fact, measure the same thing.

personel i vëmendëshëm

shërbim i saktë

shërbim i ofruar në kohë

ekspertizëndërkombët.

e kuptonbiznesin

teknologjie kohës

demonstron vlerë të shtuar

balancim kosto e shërbimit

transferim i njohurive

DIMENSIONETE SHERBIMIT

trajtim si klient i rëndësishëm

Ekspertiza

Value for MoneyCiësia e Shërbimit

It is can also prove to be useful when a lengthy questionnaire needs to be shortened, but still

retain key questions.

Factor analysis will indicate which questions can be omitted without loosing too much information.

Factor AnalysisCompany’s Service Dimensions

Cluster AnalysisCluster Analysis is an exploratory tool designed to reveal natural groupings within a large group of observations.

It segments the survey sample, i.e. respondents or companies, into a small number of groups. The basic criterion used for this is distance. In short, respondents whose answers are very similar should fall into the same clusters while respondents with very different answers should be in a different cluster.

Ideally, the cases in each group should have a very similar profile towards specific characteristics (e.g. attitudinal or behavioural questions), while the profiles of respondents belonging to different clusters should very dissimilar.

Shopping është njëpjesë e rëndësishmee jetës

Të ndjeshëmndaj çmimit

Urren shppoing

dhe krahasimin

e çmimeve

shpenzues

të mëdhenj

37% e kampionit

20% e kampionit

të ndjeshëm ndaj çmimit

dashurojnë shopping

14% e kampionit

pëlqen shppping

të lirë dhe pa

mundime

20% e kampionitCluster analysis is widely used in market research to describe and quantify customer segments.

This enables marketers to target customers tailored to their needs instead of having one general marketing approach.

Its main advantage is that it can suggest, based on complex input, groupings that would not otherwise by apparent.

Cluster AnalysisConsumer Typology in a Clothing & Footwear Shop

Brand MappingBrand Mapping is a technique which allows rows and columns of a data matrix, e.g. average satisfaction scores for several products, to be displayed as points in a two-dimensional space or map. It reduces a complicated set of data to a graphical display which is immediately and easily interpretable. Brand maps are based on correspondence analysis.It is often used to illustrate customers’ images of the market by placing products and attributes together on a map.

This allows close interpretation of consumer perceptions of a variety of brand simultaneously. Brands are most strongly associated with the attributes it is closest to on the map. If products are placed close to each other, it means they have a similar image or profile in the market.

The centre of the map (the cross on the map), represents the overall mean of each attribute, and is the centre around which the brands are dispersed.

The more a brand tends to lie in a similar direction away from the centre as an attribute, the more a brand is associated with that attribute. This also means that brands and attributes near the centre of the maps are not differentiating. The length of an attribute vector represents the extent to which the brands differ on that attribute. Angles between the vectors represent correlations between attributes. The smaller the angles, the more correlated the attributes are.

Catalogue 9

Catalog 8

Catalog 7

Catalog 6

Catalog 5Catalog 4

Catalog 3

Catalog 2Catalog 1

Mallra të Tjera Shtëpiake

Lodra & Pajisje Kujdesi

Pajisje Elektrike

Mobilje / Tapete

Tekstile për Shtëpi

Këpucë

Veshje Fëmijësh M (nën 16)Veshje Fëmijësh F (nën 16)

Veshje për Meshkuj

Veshje për Gra

The relative association of brands with an attribute can be determined by drawing a perpendicular line from the attribute vector line (=line from the origin to the attribute point) to each of the brands. The distance between the brand and the attribute is the distance between the attribute location and where the perpendicular line crosses the attribute vector line.

Brand Mapping. Retail Shops in a Shopping Mall

Market research is frequently concerned about finding out which aspects of a product or service are most important to consumers. The ideal product or service, of course, would have all the best characteristics, but realistically, trade-offs have to be make. The product with the most expensive features, for example, cannot have the lowest price.

Conjoint AnalysisConjoint Analysis is a technique for measuring consumer preferences about the attributes of a product or service. It is the ideal tool for new/improved product development. The conjoint analysis task asks the respondents to make choices in the same fashion as consumers normally do, by trading off features one against the other, either by ranking or choosing one of several product combinations. E.g. a task could be: do you prefer a “flight that is cramped, costs $250 and has one stop” or a “flight that is spacious, costs $500 and is direct”?

Total Tiranë Veri Jug

(kampioni) 438 166 93 7878

Brand 50% 45% 52% 55%

Kosto 24% 20% 17% 27%

Funksionet 12% 15% 20% 8%

Kamera 10% 14% 7% 6%

Pesha 4% 6% 4% 4%

100% 100% 100% 100%

0%

20%

40%

60%

Total Tiranë Veri Jug

BrandKostoFunksionetKameraPesha

Conjoint analysis is typically used to guide new product developers by indicating which product aspects are most important to the consumers.

It is also useful to gauge consumer reaction when a product (attribute) will change. E.g. what will happen to the market share of brand A if its price increases with 10%?

Using conjoint analysis, you can determine both the relative importance of each attribute (e.g. spaciousness, price, number of stops) as well as which levels of each attribute are most preferred (e.g. how much is a price of $250 more preferred than a price of $500).

Conjoint Analysis for Mobile TelephonyProduct Characteristics Influencing Buyers’ Choice

CHAIDCHAID (Chi Squared Automatic Interaction Detection) is used to build a predictive model, based on a classification system. The analysis subdivides the sample into a series of subgroups that:

1) share similar characteristics towards a specific response variable, and that 2) maximises our ability to predict the values of the response variable.

The first predictor category (on which the sample will be split) is the predictor that is associated the most with the response variable. I.e. it gives the most differentiating groups of respondents. Each group is then further split until the analysis does not find any significantly discriminating predictor any more.

mes=6.3

n=402 (100%)

mes=7.0

n=228 (57%)

mes=8.3

n=75 (19%)

mes=8.8n=42 (10%)

mes=5.3

n=174 (43%)

mes=4.3

n=113 (28%)

mes=2.8

n=35 (9%)

Kënaqësia e Përgjithshme me Supermarketin

Konsumatorët më tepër të kënaqurme supermarketin. Shkalla mesataree Kënaqësisë së tyre të përgjithshmeështë 8.8 dhe ata përfaqësojnë 10% të kampionit total.

The predictors can be scaled (e.g. 1 to 7 scale rating) as well as categorical questions (e.g. company demographics). The output is a tree of which the branches are the predictor variables that split the sample in discriminating groups.

CHAID is very often used to understand the characteristics of the most and least satisfied or interested consumers/employees.

It allows the client to target its (potential) clients more efficiently and successfully.

Typically used in the Direct Market Industry to identify the type of people who have reacted to a campaign.

Konsumatorët më pak të kënaqurme supermarketin. Shkalla mesataree Kënaqësisë së tyre të përgjithshmeështë 2.8 dhe ata përfaqësojnë 9% të kampionit total.

Të kënaqur medisponueshmërinëe produktve(rezultati>8)

Të pakënaqur medisponueshmërinëe produktve(rezultati<6)

Kanë fëmijënë shtëpi

Të pakënaqur merradhët tek arka(rezultati<7)

Shpenzojnë më pakse 2,000 Lekë në njëdyqan market

E shijojnë shopping& ju pëlqen të shpenzojnë kohë

Super Market’s Client Base Segmentation after CHAID

Discriminant and Logistic Regression AnalysisDiscriminant and Logistic Regression Analysis are techniques which point out the differences between two or more groups based on several characteristics (most often rating scales when discriminant analysis, while logistic regression can handle any type of variable). It explains why respondents belong to a certain group, plus it classifies new respondents based on their ratings. I.e. it explains and predicts classification. E.g. why are people very satisfied (i.e. gave a score 9 or 10 on a 1-10 point scale) with a product versus the rest of the consumers?

Is often used:

1. to determine which customers are likely to buy a company’s product, 2. to decide whether a bank should offer a loan to a new consumers, or 3. to identify patients which may be at high risk for medical problems.

Factors impacting purchase intention

0.84

0.64

0.60

0.60

0.48

0.41

0.25

0.17

0.10

Kompani inovative

Zgjidhje e ankesave

Frekuenca e përdorimit

Vlerë e mirë për paratë

Lehtësia e Përdorimit

Siguria /Përshtatshmëria

Cilësia e Përgjithshme

Mosha e të anketuarve

Disponueshmëria

IMPAKTI

Example of Using Logistic Regression Analysis Findings

Thank You.