MARKET RESEARCH
Market research is any organized effort to gather
information about markets or customers. It is the
systematic gathering, recording, and analysis of
data about issues relating to marketing products and
services (Wikipedia)
Look at the range of products and services. Where are
they usually advertised?
TV
magazines
billboards
Public Transport
Newspapers
Sports Sponsorhip
Radio
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 beautiful models?
Perfume
4. emphasize excitement and glamour?
Airlines
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 associate
with 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
DISCUSSION QUESTONS
1.
What do advertising agencies need to consider
when deciding the type of advert for a particular
product?
Advertisement agencies need to consider:
 the target customer
 where the advert will be seen
 what the product looks like
2.
What kind of research do they need to carry out?
Types of research they could carry out;
a street survey questionnaire
focus groups
where groups of people look at different types of
products and discuss them. The advertiser observes
and records the conversations.


dustbin survey
the researcher look at the types of products on the
customer’s shelf to see what they are buying
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 designed to advertise a product, institution, etc., as a brochure,
free sample, poster, television or radio commercial.
e.g: In order to sell their products, companies make promotions such as discount.
VOCABULARY - 1
survey (n) :
a set of questions that you ask a large number of people to find out
about their opinions or behaviour.
Ex: We will conduct a survey of education level in the town.
carry out
perceive (v):
to notice, see or recognize sth.
Ex: That morning, he perceived a change in John’s mood.
attitude (n):
the opinions and feelings that you usually have about something.
Ex: The people have a very positive attitude to life.
VOCABULARY- 1
position (v):
to put in the proper or appropriate place; locate
E.g: It’s 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, television program, etc.
E.g.: Haluk Bilginer did the voice-over for Diego in Ice Age Series..
VOCABULARY – answers 1
1.
2.
3.
4.
Firms have to think carefully how to position their
products; in other words to know which segment of
the market they want to target.
Which actor did the voice-over for the commercial?
His voice sounds familiar.
If you give the cashier the token from this packet,
you’ll get the next one at half-price.
We don’t believe in stupid gimmicks; we just give out
customers first-class service.
VOCABULARY – answers 1
5. I think we should use local radio for our next
advertising campaign.
6. I can’t stop singing that stupid jingle for
Cornflakes! I can’t get the tune out of my mind.
7. There was an excellent response to our last
mailshot; we sent 3,000 letters and and got 400
replies.
8. Our next sales promotion will include a special
discount of 20%.
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 the products they taste and
analyze.
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 ideas
of the customer.
VOCABULARY - 2
questionnaire (n):
a set of questions on a form, submitted to a number of people in 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 person dies
E.g. In England, they call life insurance life assurance
VOCABULARY- answers 2
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
perceive
market research
survey
questionnaires
blind
samples
dustbin survey
focus group
consumers
attitudes
LISTENING
Look at the photos. What’s 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 experience
like this?
LISTENING
Carry out a survey (phr. v. )
Put sth on ( the scale ) (phr. v.) : to write or print sth
or to make a mark with a pen or pencil.
Ex.: Put a mark on the scale.
LISTENING – answers 2.1
A – focus group
B – blind testing
C – street survey questionnaire
D – dustbin survey
LISTENING answers 2.2

What product are they dicussing?


What does Stephanie like and dislike about it?



roller blades
likes the extra wheel
doesn’t like the shiny plastic look
Why doesn’t Nigel like them?

because they are too feminine and not strong enough for
speed skating.
LISTENING - answers 2.3
SWEET
FLAT
FIZZY
BITTER
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 rival
products, including butter.
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 airport
terminal.
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 of
consumers. It studies the same consumers
over a period of several years.
Situation 4:
The directors of a
supermarket chain
want to find out why
customers prefer their
main competitors.
VOCABULARY – Reading
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.
executive (n) : manager
VOCABULARY – Reading
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 amazing amount of work
consortium (n): a group of people doing business together :
business association
E.g. The small companies merged and formed a consortium.
VOCABULARY – Reading
fiasco (n): A complete failure
E.g.: The final project was a fiasco for
the company.
VOCABULARY – Reading
representative: a person who
represents and tries to sell the
products or services of a firm, esp
a travelling salesman : member,
delegate,agent
E.g.: Avon is a company ,which sells its
products mostly by representatives
READING - 1


Can you think of any other special offers that
companies use to promote their products and
servises?
What kind of special offers would you be
interested in?
Buy One
GET ONE
FREE !
READING - 2
COMPANY
What the customer
had to do
What the company
offered
What went wrong
a. McDonald’s
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 an
hour, restaurants were closed.
b.Hoover
The customer had to
Two free flights to the
spend over 100 pounds US.
on Hoover products
300,000 people claimed the
free flights and there were
court cases and the company
lost 50 million pound
c.Pepsi
The customer had to
save tokens
A military jet
A student formed a consortium to
buy the tokens and get the jet at a
tenth 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 800,000
bottle tops with the winning
number and Pepsi had to pay out
five times its budget.
READING – 2

How long did customers have to queue at Mc
Donald’s?


How much did people have to spend on Hoover
products to qualify for the offer?


For more than an hour
100 pounds
How much did the promotion cost Hoover?

50 million pounds
READING – 2

How many people claimed free flights?


How many requests for handsets were there?


4.5 million pounds
What was the winning number?


750,000
What was the full price of the military jet?


300,000
349
How many winning bottle tops were produced?

800,000
READING – 3

Underline words or expressions in the text which are
similar in meaning to “mistake”.




blunder
disaster
fiasco
mess-up
THANK YOU