Market Research Survey Assignment

Tomorrow in class we'll be discussing market research. Technology has revolutionized research as it has so many other areas. Telephone and face to face surveys have been replaced by online surveys. In preparation for class tomorrow, please complete this survey, originally created for the Michiana YMCA.

Click Here to take survey

When the survey asks for your 'ID Number' just type any number. It is not required.

Super Marketing or Super Hype?

With nearly 150 million viewers, the Super Bowl is the marketing event of the year, with some of the best and worst thinking brand marketers have to offer on display. Marketers can make news simply by NOT advertising in the Super Bowl (Fedex, Pepsi, GM). Others are making news by how they leverage their $2.5-$3.0 investment outside of the event itself.

What sometimes is lost is the strategy impetus for promoting the brand in this high profile way. Does the Super Bowl offer a unique opportunity to build equity with customers and prospects? This Ad Age article provides some interesting perspective on brands favored by the fans of each competing team. Even more interesting, the brands favored by likely watchers compared to non-watchers.

"That anticipated audience may be big, but it's still not even half the country. So who are all those holdouts? According to ARS they over-index both as white and African-American. They're less likely to have children. Some 67% are female, and they tend to dislike advertising more than average. People in the West are also more likely not to watch, which isn't surprising given that the NFL abandoned Los Angeles years ago."

"Likely watchers are also predominantly iPhone users and over-index for Budweiser, which is a good thing given it's the game's biggest advertiser. Non-watchers prefer Sam Adams and Coors and the Droid. Watchers like Ford and GMC. Non-watchers like Honda, Nissan and Toyota. In general, Super Bowl watchers tend to overindex as loyalists of American car brands, while non-watchers overindex for foreign makes."

Which brand(s) do you think are using their $3.0 million or more investment strategically to support their business and marketing objectives? Which are not?

Can We Talk? Please!

In a class of 40-something, it can be hard to be heard. Not everyone is comfortable speaking up in such a large setting. Sometimes there just isn't time to hear from everyone. I want to hear from you regardless....

If something confuses you.
If you have an interesting comment, idea or build on something said in class.
If you read about or had an experience that illustrates a concept we're discussing
If you have a complaint
If you have a question

If you comment here, I will see it and so will everyone else. Feel free to comment on comments. Let's talk.