Research to Make Better Marketing Decisions
Do you have any marketing situations that you want more information about before making a decision? Then take a moment to define the situation clearly and list the options you think are feasible. Choosing the winning ad design, making a more accurate sales projection, or figuring out what new services your customers want — these are the types of situations in which a little research can help you make important decisions.
This table shows what your notes may look like.
|Decision||Information Needs||Possible Sources||Findings|
|Choose between print ads in industry magazines and e-mail
advertisements to purchased lists.
|How many actual prospects can print ads reach?||Magazine ad salespeople can tell us.||Three leading magazines in our industry reach 90% of the
market, but half of these aren’t in our geographic region.
May not be worth it?
|What are the comparable costs per prospect reached through
these different methods?
|Just need to get the costs for each method and number of people
reached, divide cost by number of people, and compare.
|E-mail is one-third the price in our market.|
|Can we find out what the average response rates are for both
magazine ads and e-mails?
|Nobody is willing to tell us, or they don’t know. May try
calling a friend in a big ad agency; he may have done a study or
|Friend says response rates vary wildly, and he thinks the most
important thing is how relevant the customer finds the ad, not the
|Have any of our competitors switched from print to e-mail
|Can probably get distributors to tell us this. Will call
several and quiz them.
|No, but some companies in similar industries have done this
|Seems like we’ll spend less and be more targeted if we
design special e-mails and send them only to prospects in our
region. Don’t buy magazine ad space for now; we can
experiment with e-mail instead. But we need to make sure the ads we
send are relevant and seem important, or people will just delete
them without reading them.