Respondents for the research
The sample of 820 Marketing Decision Makers were from 16 cities as given under taken in approximate ratios considering the latest GDP of the city. The decision makers were from organizations ranging from Rs. 5 Cr and above, including some over Rs. 50,000 Cr in turnover.The Marketing Decision Makers were in positions where they would be deciding or influencing marketing decision spends.
Types of organizations covered in the research
All types of organizations were covered under this survey. The distinction has not been made as manufacturing or service, but under the various consumer transactions these organizations do.
Research Methodology of the study
From a large database of Marketing Decision Makers, a mix was chosen that would represent most types of consumers, be it businesses or individual. Specific attention was given that the mix have organizations with different marketing spends and would use different marketing mediums.
Calculation of the indicators
Revenue & Marketing Budget indices:
- These are calculated on a five point diffusion index, from Increased Significantly to Decreased Significantly. The points given to each are as under:
- Increased significantly = 1
- Increased moderately = 0.75
- Remained the same = 0.50
- Decreased moderately = 0.25
- Decreased significantly = 0.00
- A weighted average is taken of the various responses to arrive at the values
Marketing Spend Allocation
- Eleven marketing spend are given to respondents and they are asked to fill in percentage of their budget allocated, with necessary criteria that they must add up to 100%
- A simple average of the respective responses gives the value Marketing Spend Allocation
Marketing Spend Effectiveness
- Respondents are asked to rate the eleven marketing spend areas on 1 to 10 (with 10 being the highest
- A simple average helps arrive at the value of the Marketing Spend Effectiveness
Marketing Spend Momentum
- This is calculated on a three-point diffusion scale with Increase = 1, Remained the same = 0.5 and Decreased = 0
A weighted average of the responses gives the value of the Marketing Spend Momentum