Attitudinal research studies are conducted in consumer, B2B and industrial markets to determine behaviour, motivation and intention. Attitude research studies can determine the relationship between opinions (e.g. current attitudes towards a particular company/institution, product, or service), motivations (e.g. special promotions, discounts, value-added) and intentions (e.g. likelihood to purchase in the next year). The research study can be designed to measure attitudes of existing or potential customers towards particular products or services. Research can also be conducted with past customers to determine reasons why they are no longer using a particular product or service.
Research can also be conducted with company employees to obtain their attitudes and opinions. Information can be obtained from employees regarding their attitudes towards a new procedure or company policy, their level of satisfaction with specific aspects of the job and suggestions for improvement. Conducting on-line research is cost effective, convenient and allows for the information to be kept confidential in the workplace.
Respondents are shown examples of logos that have been prepared for the research study. Respondents are shown logos individually and in a random order to avoid order bias. Their overall preference for one logo is measured, with the reasons for their preference in addition to any suggestions for changes. This methodology can also be used for testing new advertising concepts.
These studies are usually conducted on a weekly or monthly basis where the data is obtained and compared with the previous month's data. A quarterly analysis could provide more detailed analysis as there will be a larger sample size. This method is very effective in measuring trends and determining on-going changes in attitudes.
Although research studies obtain measures at a specific point in time, the information obtained can be used for planning purposes for an average of one to two years afterwards. All responses are confidential and quality control measures are used to ensure that one respondent has not completed more than one questionnaire or interview.
Market share information can be related to the company name, the brand name or specific products and services. The larger number of competitors, the larger the sample size is required to accommodate the margin of error. Market share information can be obtained through both unaided awareness and aided awareness measures of companies. If a respondent mentions a particular company or brand name on their own, it can be considered unaided awareness. Also, there can be first mention awareness and multiple mention awareness measures. For aided awareness measures, the respondent is read a list and asked to indicate whether or not they were aware of the name. The measure of total awareness is the unaided and aided awareness results combined.
The polls are conducted representative of the age and gender of the population. Polls are usually very short in duration and respondents are read the list of candidates in random order to avoid order bias. Interim election polls can also be conducted to determine residents' level of awareness in potential candidates, their perception of these candidates, who they would vote for if an election were held tomorrow and the reasons for their vote. An important aspect also would be to determine what issues are important to residents locally as well as the provincial level. The data can also be analysed by political boundaries. Ongoing research could be conducted to measure residents' reaction to any changes in information provided to them through the media etc. Election strategies can then be based on the results of the poll to prepare for upcoming elections in the next few years.
Prior to an advertising campaign, a measure is taken of the current level of awareness of a product or service. After the advertising campaign (usually as soon as the campaign has been completed), a measure is taken again to compare the effectiveness of the advertising. However, advertising effectiveness can also be measured by increased understanding and knowledge of the product/service, specific media used, and the likelihood to purchase among those aware or not aware of the recent advertising campaign. Given the size of advertising budgets, it is important to spend a portion of the budget to measure its effectiveness