IIBMS DMS CASE STUDY SOLUTIONS – Marketing Management – Develop a 10-question questionnaire for the purpose of making a survey.
IIBMS DMS CASE STUDY SOLUTIONS – Marketing Management – Develop a 10-question questionnaire for the purpose of making a survey.
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Marketing Management
CASE: II The Sudkurier
The Sudkurier is a regional daily newspaper in south-western Germany. On average 310,000 people in the area read the newspaper regularly. The great majority of those readers subscribe to its home delivery service, which puts the paper on their doorsteps early in the morning. On the market for the last 35 years, the Sudkurier contains editorial sections on politics, the economy, sports, local news, entertainment and features, as well as advertising. The newspaper is financially independent and its staff is free of any political affiliation. Management at the Sudkurier would like to bring the paper into line with the current needs of its readers. For this purpose, the management team is considering the use of market research.
Management would like to have information about the following.
-
What newspaper or other media are the Sudkurier’s main competitors?
-
Do most readers read the Sudkurier for the local news, sports and classified ads, and should these sections therefore be expanded at the expense of the sections on politics and the economy?
-
Should the Sudkurier’s layout be modernized?
-
Do mostly lower levels of society read the Sudkurier?
-
Into what political category do readers and non-readers the Sudkurier?
-
Which suppliers of products and services consider the Sudkurier especially appropriate for their advertising?
-
What advertising or information dot the readers think is missing from the Sudkurier?
You are an employee of the Sudkurier who has been instructed to obtain the requested information and to prepare your findings for the decision-makers. You are in the fortunate position of receiving regular reports about the people’s media use from the Arbeitsgemeinschaft Media-Analyse e.V. Relevant excerpts from the most recent survey are shown here as Tables 3 and Table 4
Table 3 Media analysis of readership structure
Range in Circulation Area (1) |
Readers per edition of SUDKURIER |
Nationalaveragein % |
|||
RANGE |
Total in % |
||||
in % |
Absolute |
||||
Total |
53.5 |
310,000 |
100.0 |
100.0 |
|
Gender |
Men |
55.5 |
150,000 |
49.0 |
47.2 |
Women |
51.6 |
160,000 |
51.0 |
52.8 |
|
Age Groups |
14-19 years |
51.8 |
20,000 |
8.0 |
7.2 |
20-29 years |
41.0 |
50,000 |
15.0 |
19.1 |
|
30-39 years |
52.1 |
50,000 |
16.0 |
16.4 |
|
40-49 years |
61.8 |
50,000 |
16.0 |
15.2 |
|
50-59 years |
61.1 |
60,000 |
19.0 |
16.5 |
|
60-69 years |
53.6 |
40,000 |
13.0 |
13.5 |
|
70 years and older |
57.4 |
40,000 |
13.0 |
12.2 |
|
EducationalLevel |
Secondary school without apprenticeship |
49.4 |
60,000 |
18.0 |
17.6 |
Secondary school with apprenticeship |
50.8 |
100,000 |
31.0 |
39.6 |
|
Continuing education without Abitur |
60.8 |
110,000 |
36.0 |
27.0 |
|
Abitur, university preparation, university/college |
49.7 |
50,000 |
15.0 |
15.8 |
|
Occupation |
Trainee, pupil, student |
44.7 |
40,000 |
11.0 |
11.0 |
Full-time employee |
54.6 |
160,000 |
50.0 |
51.7 |
|
Retire, pensioner |
57.3 |
70,000 |
23.0 |
21.8 |
|
Unemployed |
52.4 |
50,000 |
16.0 |
15.5 |
|
Occupation of main wage earner |
Self-employed, mid- to large business/Freelancer |
63.8 |
20,000 |
5.0 |
3.1 |
Self-employed, small business,/Farmer |
59.9 |
30,000 |
10.0 |
7.1 |
|
Managers and civil servants |
58.6 |
30,000 |
9.0 |
8.7 |
|
Other employees and civil servants |
49.3 |
120,000 |
40.0 |
42.9 |
|
Skilled staff |
57.6 |
100,000 |
32.0 |
32.5 |
|
Unskilled staff |
38.7 |
10,000 |
4.0 |
5.6 |
|
Net Household Income/month |
4500 and more |
62.7 |
100,000 |
31.0 |
23.9 |
3500-4500 |
52.7 |
60,000 |
19.0 |
20.8 |
|
2500-3500 |
54.9 |
80,000 |
26.0 |
25.9 |
|
to 2500 |
44.1 |
70,000 |
23.0 |
29.3 |
|
Number of wage earners |
1 earner |
45.4 |
100,000 |
33.0 |
40.4 |
2 earner |
56.5 |
130,000 |
41.0 |
42.6 |
|
3 earner |
62.7 |
80,000 |
25.0 |
16.9 |
|
Household Size |
1 Person |
41.8 |
50,000 |
14.0 |
17.9 |
2 Persons |
55.5 |
90,000 |
29.0 |
31.8 |
|
3 Persons |
59.5 |
70,000 |
22.0 |
22.4 |
|
4 Persons and more |
54.8 |
110,000 |
35.0 |
27.9 |
|
Children in Household |
Children less than 2 years of age |
52.7 |
10,000 |
4.0 |
3.8 |
2 to less than 4 years |
38.4 |
10,000 |
4.0 |
5.4 |
|
4 to less than 6 years |
45.8 |
10,000 |
5.0 |
5.2 |
|
6 to less than 10 years |
43.8 |
20,000 |
8.0 |
8.5 |
|
10 to less than 14 years |
54.1 |
30,000 |
10.0 |
9.2 |
|
14 to less than 18 years |
57.7 |
50,000 |
16.0 |
13.7 |
|
No children under 14 |
54.9 |
250,000 |
79.0 |
77.4 |
|
No children under 18 |
53.6 |
210,000 |
67.0 |
68.1 |
|
Driving Licence |
yes |
55.2 |
250,000 |
80.0 |
73.0 |
no |
47.3 |
60,000 |
20.0 |
27.0 |
|
Private Automobile |
55.5 |
270,000 |
86.0 |
80.0 |
|
Garden |
own garden |
60.4 |
240,000 |
76.0 |
57.0 |
without garden |
39.8 |
70,000 |
23.0 |
43.0 |
|
Housing |
own house |
62.1 |
180,000 |
58.0 |
46.0 |
own apartment |
45.9 |
10,000 |
3.0 |
3.0 |
|
rent house or apartment |
44.7 |
120,000 |
38.0 |
49.0 |
|
Electrical Appliances |
Freezer/Deep freeze |
59.6 |
200,000 |
62.0 |
51.0 |
Last Holiday Journey |
Within the last 12 months |
55.1 |
190,000 |
62.0 |
n.a. |
1-2 years ago |
51.0 |
40 ,000 |
14.0 |
n.a. |
|
More than two years ago |
48.6 |
50 ,000 |
16.0 |
n.a. |
|
Never |
55.4 |
30 ,000 |
9.0 |
n.a. |
|
Last Holiday Destination |
Germany |
57.4 |
70 ,000 |
23.0 |
n.a. |
Austria, Switzerland, South Tyrol |
48.7 |
60 ,000 |
20.0 |
n.a. |
|
Elsewhere in Europe |
53.4 |
130,000 |
42.0 |
n.a. |
|
Country outside Europe |
51.4 |
20 ,000 |
5.0 |
n.a. |
|
Did not travel |
56.4 |
30 ,000 |
9.0 |
n.a. |
|
1) Entire circulation area 310 ,000 readers per editionExample:53.5% of people older than 14 years in the circulation of the Sudkurier daily55.5% of all men older than 14 years and 51.6% of women older than 14 read the Sudkurier daily; that is 150 ,000 men and 160 ,000 women. |
|||||
IIBMS DMS CASE STUDY SOLUTIONS – Marketing Management – Develop a 10-question questionnaire for the purpose of making a survey.
Table 4 Reader behaviour
What purchasing information is used?Media purchasing informationfor medium and long-term acquisition(11 product areas; Basis: total population)Daily newspaper 61%Posters on the street 9 %Leaflets 36 %Television 24%Radio 13%Magazines 27 %Free newspapers 49% |
Credibility of advertising in the mediaAdvertising in… is generally believable and reliable(Basis: broadest user group in each case)Regional newspaper 49%Television 30%Public radio 20%Privately-owned radio 14 %Magazines 15%Free newspaper 23% |
Advertising in… is most informative(Basis: broadest reading group)Regional newspapers (subscription) 62 %Television 47%Public Radio 29%Privately-owned radio 26%Magazines 27 %Free newspapers 36 % |
Time spent reading daily newspaper(Basis: broadest user group)less than 15 minutes 7 %15-24 minutes 21 %25-34 minutes 28 %35-65 minutes 34 %more than 65 minutes 10 % |
I often consult/depend on advertising in…(Basis: broadest user group in each case)Regional newspapers (subscription) 27 %Television 11%Public Radio 89%Privately-owned radio 6%Magazines 7 %Free newspapers 18 % |
Source: Regional Press Study, Gfk-Medienforschung Contest-Census
Questions:
-
Explain how you will methodically go about compiling the requested information covered in the seven questions for management. Include in your explanation an estimate of the expense involved in obtaining the information.
-
Develop a 10-question questionnaire for the purpose of making a survey.
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