Question

CASE STUDY: 07# solve it


Ruchi Soya Company is interested to use television for advertising some of its products, in a particular

some canned foods based on soya beans. Although there is a general impression that television is an

effective medium of advertisement, the directors of Ruchi Soya wishes that their judgment should be

based on facts, not opinion. Hence, they feel that there is a need for conducting a study to provide them

with satisfactory answers to their problems. In particular, they are interested to measure the

effectiveness of television advertising. For this purpose, they have consulted a professional marketing

research agency.

This agency has told the directors that the best method for measuring the effectiveness of television

advertising would be to conduct a ‘before and after’ study. It would involve a comprehensive survey of a

market just before it got television and a re-survey of the same market after a period of, say, six months,

to ascertain what changes had occurred. The directors discussed the nature and utility of such a study

with the marketing research agency and finally agreed that such a study should be undertaken.

The same marketing research agency was engaged to conduct the study. However, it encountered some

research problems while planning it. For example, one of the problems faced was whether the sample of

respondent should be same in both the ‘before and after’ interviews or whether two independent

samples should be used. In case the same respondents were to be interviewed. It was feared that they

would be ‘conditioned’ by the initial questioning. This would necessitate the setting up of a ‘control’.

This could perhaps be done by a split-sample technique. It was also thought proper to introduce some

further control. For this purpose, it was decided to interview a complete cross section of a city, including

respondent why did not own television sets. Further, to ensure reliability of the study, the research

agency felt that it was necessary to have a large sample. It decided to cover 10000 households in a

metropolitan city. Finally, to measure the effectiveness of advertising at different levels, a questionnaire

was designed covering tests of brand awareness, familiarity, preference and actual behaviour of

respondent.

Questions:

1. Critically examine the proposed methodology?

2. Do you think any other alternative approach would be appropriate? Explain the approach.​

Answer 1

Answer:

the method is digital and social sciences in this electronic message television advertising is beat