13: Implementing and Monitoring the Marketing Strategy

Question 1

How might simplistic marketing research be carried out?

Answer 1

• ask consumers directly for feedback, either individually or through a focus group

Question 2

How might more complex marketing research be carried out?

Answer 2

• include eye-tracking to analyse how consumers look at websites, store layouts and adverts, and viral marketing research, which estimates the probability that specific communications will be transmitted throughout an individual’s social network (the ‘Social Networking Potential’)