[PDF] AIMC Marcas Online Test Jun 4 2013 Conclusions. 2.

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ONLINETEST

IgnacioGonzález

FernandoSantiago

EMRO - Bucharest, 04/06/13

AGENDA

Introduction to AIMCMARCAS

OnlineTest

Objectives

Methodology

Questionnaire

FieldͲwork

Sample Distribution:Respondent profile

ResponseRate

Evaluation ofthe experience

Some results

Conclusions

INTRODUCTIONTOAIMCMARCAS

AIMCMARCAS:MediaͲProduct Survey

SingleͲsource with information about:

UseofMedia

Useofproducts andbrands

Lifestyles

Attitudes about purchases,Media,society,etc.

Strategic tool thanks to its great power ofsegmentationї planning ofadvertisements andcommercial approach

INTRODUCTIONͲAIMCMARCAS

Sample Size:10.000people

Interviewing method:SelfͲmanaged questionnaire

Postaldelivery andreturn

PanelMethodology

INTRODUCTIONͲAIMCMARCAS

5

Section Contentofthesection

Introduction Instructionsforfillingthequestionnaire

1Media

3 purchase)

4Personalconsumption

6Tradeandshopping

7Personalandhouseequipment

8Finances/Insurances/motor

9Travel/holidays/sports/leisure

10 Adayinyour

life

11 Hygiene,BeautyandHealthcare(questionnairewomen/men)

12 Employment,studiesandmoreopinions

Greatvolume ofinformation

6

INTRODUCTIONͲAIMCMARCAS

Need to reducethe size ofthe questionnaire:

Rotation ofproducts §ions anddatafusion

Keyinformation asked every year:у30%(Informationabout Media,newtechnologies,sociodemographic andattitudes)

OBJECTIVESOFTHEONLINETEST

Testing the viability ofthe AIMCMARCASsurvey through onlinemethodology

Dynamicsofthe survey

Evaluation ofthe responserates

The experience ofthe panelists

Comparisonoftheresults(onlinetestͲAIMCMarcas 2011in paper)

An approximation with nonweighted data

Mediausage &Habits related to Internetusage

Penetration ofdifferent products

Check marks

ONLINETESTMETHODOLOGY

Samplefromanonlinepanel

Universeofthesurvey:

Internetusers

morethan15yearsold

Valencia(ruralandurbanenvironments)

internetineachregion

ONLINEQUESTIONNAIRE

Dynamicsofthe questionnaire

Questionnaire divided in6parts (persons incharge ofthe household purchases)/5parts (rest ofthe people)

Invitation to participate via eͲmail

theeͲmail.

Thelinkcontained:

Request for collaboration

Explanation ofthe characteristics ofthe survey

Tasks ofparticipants/panelists

Asociodemographic questionnaire

ONLINEQUESTIONNAIRE

Dynamicsofthe questionnaire

All the participants received an eͲmailwith an invitation to the first section ofthe Survey (Mediasection) completely

Incentives:25eurosatthe end

Newlinkto fill oncethe previous one is completed

Tareas pendientes

Pending tasks

11

Dynamicsofthe questionnaire

Areminder for forgetful panelists

Same text andsame order asthe paper questionnaire

Exceptions:

•useoffilters; •avoidance oftiredness with attitudinal batteries Changes inmodes ofpresenting andanswering questions

Logosofmediabrands /dragging anddropping /

attitudinal statementsONLINEQUESTIONNAIRE

ONLINEQUESTIONNAIRE

13

Tested contents

Pages in

paper

Link1 Section 1(Media)30

householdpurchases25

Link6Section10and

opinions) 3+8

Total 138

FIELDWORK

14 First invitationSecond invitationEndofthe fieldwork

InvitationsCompleted

Distribución de la Muestra final **

FINALSAMPLEDISTRIBUTION

Implications

•Supervision ofquotas •Weighting

RESPONSERATE

TotalAcceptances

N=1.070TotalCompleted

N=548

TotalInvitations

N=10.6615.1%10.0

TotalAccessLink1

N=970

FinalResponseRate/

Initial AccessLink1

57.1%

RESPONSERATE

Positiveassessmentofthequestionnaire

dragginganddroppingboxes(>70%panelists)

Goodassessmentofthesendingprocess (75%)

Goodincentive(>75%)

18

EVALUATIONOFTHEEXPERIENCE

SOMERESULTS

19

Previousconsiderations

Valuesarepurelyestimative

Notweighteddata

Comparisons(Onlinevs.Paper)

RESULTSͲINDEXESOFMEDIACONSUMPTION

Higherindexes

ofmedia consumptioninthe onlinetest 21

RESULTS-CHEKMARKS

HigherlevelofMedia

Brandsselectedin

theOnlineMarcas Group 22

RESULTS-ABOUTINTERNET

23

RESULTS-ABOUTINTERNET

toaccessInternet 24

RESULTS-ABOUTINTERNET

RESULTS- TECHNOLOGICALEQUIPMENT/OFHOUSEHOLD

RESULTS-MOBILEPHONE

Themobilephoneplaysamore

importantroleamongthe

Onlinepanelists

RESULTS- PENETRATIONS/CHEKͲMARKS

The penetrations innonInternetproducts areassociated to thetypeofproduct anddependent on the ageͲsexprofile

Exception:productsrelatedtoInternet

groups

CONCLUSIONS

Applicability ofthe onlineMethodology inAIMCMarcas

Survey

ResponseRate over the first linkofthe questionnaire is very high (around 60%)

Greatwillingness to repeat the Survey (75%)

Nocomprehension problems

CONCLUSIONS

OnlineMethodology

Positiveperception ofthe dynamics ofthe Survey,structured insix parts

Slightly above 15%prefer to receive aunique link

Improvement inthe dynamism

Morequestion formats,some ofthem (logos,boxes...)

impossible to useinpaper •Attitudinal Batteries;questions related to Media consumption.

Some questions aresoftened ;moreflexibleorder

functionalinpaper

CONCLUSIONS

OnlinePanel

Nodifferencesintermsofageorsexamongthe

accordingtothesociodemographicvariables panelists

OnlineparticipantsshowamuchhigherMedia

consumption

CONCLUSIONS

Onlinepanel:alimitedresource

Veryparticularprofiles

data

StrategicValueofOnlinePanel

CONCLUSIONS

Decisionsafterthetest

onlinein2014

THANKYOUVERYMUCH!

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