Anc marketing reserch

Marketing Research 3918

ContentsBack ground of the company.......................................................................................................................3

Rationale of the research............................................................................................................................3

Objectives....................................................................................................................................................4

Research methodology................................................................................................................................6

Secondary research.....................................................................................................................................6

Primary data................................................................................................................................................8

Methodology – Survey.............................................................................................................................10

Sampling....................................................................................................................................................11

Using selected sample and conducting a pilot survey...............................................................................12

Data analysis..............................................................................................................................................12

Team CV....................................................................................................................................................13

Budget-fees...............................................................................................................................................13

Propose timings.........................................................................................................................................14

Online Field Guidelines..............................................................................................................................24

Cluster sampling........................................................................................................................................25

Information for interviewees.....................................................................................................................25

Maximize response rate............................................................................................................................25

Data accuracy............................................................................................................................................26

3.1 Evidence and Example.........................................................................................................................29

3.2 Relevant data analysis tools................................................................................................................30

3.3 impact of data protection legislation on data storage and analysis of data collected from Social media and digital communication sites................................................................................................................31

3.4 Recommendations to use most appropriate social media sites and digital communication...............32

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Task One: Research Proposal

Word Count: 4733


Back ground of the company Kelevenberg (pvt) limited (KPL) is a company which is based in Srilanka . Kelevenberg srilanka is one of the subsidiary company of Browns group, is the sole distributor of Lucas automotive products. Browns Group is a business conglomerate which covers a wide spectrum of industries. The company recorded an annual turnover of RS.12 billion in 2013. They h had a team of 850 employees with a network reach of 1500 dealers and 20 major outlets.

Kelevenberg Silence market a complete range of automotive batteries across all segments of vehicle including European cars and other utility vehicles such as three wheelers. The battery market users 20% of the batteries for passenger vehicles which is over 1800CC cars and SUVs, respectively 30% of batteries for 1000cc to 1799CC, 30% of batteries for passenger van and light vehicles , 10% for heavy vehicles and prime movers and 10% for Three wheelers and balance for Two wheelers. Other than this usage segmentation battery market is segmented MF battery and non-acid filled batteries (i.e acid to be filled at the point installation of battery) and motorcycle batteries. Locally manufactured batteries are mostly nonacid filled batteries. Mostly higher strata of the population use high capacity cars and SUVs.

The expansions of the product range was a key strategy implemented by the company after it came under the browns umbrella, together with creation of the Auto Rescue concept for Lucas customers and non-customers and the opening of two service station call Auto Premium outlets which specialize electrical servicing, but also offer general servicing facility.

KPL has now expanded its dealer network in the country to over 350 dealers in attempting to make Lucas batteries more available to all customers who wish to have the best quality and hassle free batteries in their vehicles.

Lucas is a premium life style brand that offers unparalleled service to its customers.in addition to offering customers one of the world’s best automotive batteries service in these service centers where Lucas customers are preferred clients and the auto rescue service Lucas also offers their customer several life style benefits.

The auto motive battery market size is close to SLR 6 billion a year and the major player who control the business is Browns group which has 3 brands and have a factory with joint venture with Exide India. The 3 rd brand is Dagenaite. Other major brands in the market are from South East Asian countries they are Global, Panasonic and President.

Market is shared with 56% by Browns group of company having Exide 34% , Lucas 19%, Dagenite 3%. The competition to Lucas comes from the company Dougless & sons who practice multiple branding practices with Global Panasonic and other brands.

Rationale of the research Generally marketing research are done to identify potential customer, understand existing customer, understand competitive landscape ,examine & solve business problems, understand the effectiveness of current and historical marketing. In the case of KPL the research agency looks at the rationale for research for using social media and digital communication to interact effectively with its existing customers.

KPL has done internal study and conduct a small survey and found customer interaction with KPL is getting weaker and customers do not participate and engage even though many interesting programs are in their marketing activities. KPL identified few non marketing areas to be improved such as product quality and warrantee service.

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These also can be used in their communication with their customers. KPL need to use their life style brand concept in social media.

Business problem KPL has is losing the market share for last 4 quarters. One of the key reason for this failure is present marketing communication mix not consist proper usage of Social media & Digital communication. Hence the research rational is specifically understand existing customers attitudes towards usage of this communication , how existing customer perceive new media, the image of new media among current customers, understanding different attitudes among customer segment & sub segment and Preference of Social media & Digital communication among key customers. This research explores whether existing customer’s attitudes towards Social media & Digital communication fits to the life style brand concept.

KPL wants to identify to solve their business problem by understanding the usage of Social media & Digital communication its awareness, attitude among existing customers and ways and means of improving effectiveness on interaction.

Objectives The intension of this research is to find out what attitudes & usage of Social media and Digital communication prevail among existing customers of KPL and whether Social media and Digital communication can improve KPL business problem, what channels of Social media( face book, twitter, link din, YouTube etc) & digital communication mode to select, which indicators to be used to determine the ROI of Social media and digital communication application for current customers.

1. First objective of the research is to understand the attitudes of different customer segments of the current customers of KPL towards social media and digital communication. In this regard following to be looked into -

Attitude towards traditional media and tradigitol media (David/ Amaro 2009)- banners ,microsites, email Identify feelings regarding different social media- old fashion / modern, cheaper / expensive, reliable/not

reliable, privacy of information, suitable for corporate and business usage, safe guarding and protection, purpose of usage.

The reason for switching of different channel of social media Understand attitudes towards convenience use of social media Which segment give very favorable score Identifying non preference or not liking reason for social media.

2. The second objective is to understand usage of new media among existing customers To find out the Awareness of different social media & digital communication among different segments. Whether social media & digital communication from KPL/Lucas received or used within last 1 month

segment wise Reason for using specific social media channel Determine what are the forms of contact that existing customers of KPL uses to contact the company.

Face to face meeting, telephone, email/ website visit, Facebook, CRM facility. Identify different customer segment usage of channels of social media and types of digital

communication. Identify weather customers use prerecorded messages and voice mails for leaving messages

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Identify the languages/ specific words they use and they prefer to use. Example Acid filled batteries, MF batteries, high voltage usage.

Number of social media accounts respondent have. Number of hours social media sites are used Determine how do they consider that they possess skills in using the social media sites.( from experts to

beginners) Determine how many of them are fans and followers of Lucas brand and competitor brands in different

social media. Do they read all posting and messages from their favorite brand as well as Lucas brand Degree of influence participants have on their buying decisions due to social media site activities/

memberships When they spend in social media activities

3. Identify the perception of existing customers about effectiveness of KPL/ Lucas current usage of social media and digital communication in customer compare to the competitors.

Determine KPL/Lucas social media and its websites & blogs are attractive than competitors. Whether KPL/Lucas social media and digital sites are reliable and privacy of information. Whether KPL/Lucas sites and telephone system are reachable than competitor’s. Whether they are online (24x7) and provide quick feedback than competitors. Whether KPL/ Lucas communication are friendly and run programs to create curiosity. Is this creating

loyalty and engagement? Are the content quality and involvement and interaction better than competitors?

4. What are the types of contact situation and touch points and range of communication KPL/ LUCAS customers prefer to communicate with them via social media and digital communication

Identification of which social media they will recommend to use to have touch point with KPL Lucas to a friend’s (this is to identify the touch point, social media channels, as well understand preferred device)

Understand Lucas customers wish to have easy and quick communication require at specific situation’s – get to know the correct type of battery, price, place of availability, filling acid and fitting the battery, warrantee registration and claim, service requirement and warrantee claims.

The easiest contact points and devices available for such situations.

5. To identify how KPL / Lucas should move forward in using social media and digital communication to interact more effectively with its existing customers (including interaction touch points range of communication for marketing and customer service).

Determine most preferred top two social media channels and two types of digital communication among different segments and customers feel that is a way forward for better interaction.

Explore areas where customers feel that they are heavily using method of communication to interact with company. Their feeling of easiness and familiarity to be considered to identifying any missing areas of communication which can enhance relationship building. See the programs such as Auto Rescue Road Assistance for women, led recycling program, dealer loyalty scheme, new battery introduction such as German standard batteries and acid filled batteries for motorcycles CSR activities such as free food on vesak days and lightening of procession elephant’s etc to be included.

Identify which devices- smart phone, tab, laptop, desktop- customers wish to communicate

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Explore the ways and means of receiving customer complaints and customer satisfaction and warrantee registration and any other pain areas of customers.

Obtain to attract customer interaction what kind of content customers prefer and what time he like to prefer that he like to be in touch with and how much customers want real time feedback. This should be identified segment wise.

This objective seeks to address where KPL/Lucas at present falling short of customer relationship. The aim will be to establish customer trust and commitment and customer gratitude (Parlmatier2009) and customer engagement (Vivek et 2012) through active social media and digital communication. It is suggested to see what suggestions for improvement customers are recommending and what are the communication channels and touch points to be used.

Benson provided a guide for marketers to measure social media program. This guide helps to understand the social media and digital communication research objectives

Overall research objective is whether usage of social media and digital communication can improve the Lucas brand awareness and brand reputation and stimulate the consumer and customer engagement as brand ambassadors.

Research methodology

Secondary research Crouch and Housden define secondary data as information that has previously been gathered for some purpose other than the current research project. The data is available either free or at a cost and can be delivered electronically by computer or in printed hard copy format.

Secondary data can be gathered much easier and faster than primary data & it also less expensive than primary data. It also acts as guidance when collecting primary data as it will determine what areas to be covered by carrying out primary research. Using internal and external data that is already available. KPL/Lucas will be able to manage time and be cost effective in the research process

Secondary data can be internal & external. However secondary data might have few limitations. The data might lack accuracy and be outdated and also the availability is not certain.

“Internal data is data that originates inside the organization and meets the research needs” and “external data is the data that originates outside the organization and meets the research needs.”

(Alan Wilson, marketing research, 2006)

The secondary research helps to further clarify the research objectives. It helps to establish to assist with the primary data collection in the following areas.

(i) KPL/ Lucas target research respondents and their segments (ii) Their purchase frequency and type of product they buy and their communication patterns (iii) Understand their relationship status ( Ladder of loyalty) (iv) Who are the main competitors’ and what their relationship building activities.(v) Recent changes in imports of automobile batteries of competitors’

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(vi) Availability and usage of social media among different social strata’s and age.

Procedure

For the purpose of this project to obtain a comprehensive overview of the area of study external and internal data’s will be considered.

Internal secondary research

This will include researching data that is available internally which were gathered by KPL in past due to various purpose.

Internal source How it will be utilizedLucas customer base – obtain from Lucas Auto Premium outlets, Lucas customers who used Auto Rescue road assistance service, Names obtain from KPL dealers from their customer group, List obtain in clients warrantee registration and CRM facilities, loyalty card membership

To identify who are the existing customers

Will be used to rate the loyalty

Sales record To identify When and where Lucas performs well and bad

Customer feedback report What are the complains Lucas receive through their service and how the feedback is obtain and given

Customer data bank- obtain from Microsoft Dynamix AX ERP system master data

To identify customer details. CRM system is used to obtain customer communication methodology

This data needs cleansing to remove duplication etc. Information relating to points I,ii,iii of mentioned above, it will reflect in above mentioned secondary data. All customer correspondents also will be used in addition to the above mentioned internal sources.

External secondary source

External secondary research will be conducted based on data with relevant to customer attitudes towards social media.

External source How it will be utilizedInternet Can be used to gather information regarding current

trend and current market situationsPeriodicals, newspapers To analyze how effectively the activities are carried onResearch papers on social media Current usage and it usage as according to the

segments.Central bank annual report To get current and past socio economic trendsCustom import statistics This can be purchased as well as from data agencies

provide selected HS code statistics to see the market trend

Previous and current research on production and imports of auto mobile batteries

Market share and size and its changes

Competitor’s report and financial information Strength and weakness of competitorsCompetitor usage social media and digital communication by visiting social media

Competitor brand usage and promotion and other content.

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SHARA Research agency has a template and report format to place the information for secondary research. Based on this secondary research report will be prepared. Areas where secondary research unable to provide information related to the research objectives will be specially notified.

Despite of being low cost and easier, secondary data has some drawbacks in conducting a research.

Secondary data -

Not specific to researcher needs Inefficient spending for information We do not know whether researcher had biased, information collected are not recent and research

information are not relevant to the product and brand. What we are researching currently in addition to these limitation sample size and level of representation of doubt full.

Primary data

Primary research is defined as

“Primary data will be collected by a program of observations, qualitative or quantitative research, either separately or in combination.”


Research approach Research method Research toolsQuantitative 70%Executive & street interview survey Face to face/ interviewer

admistratedMore close ended & less open ended questionnaire

Computer assisted telephone interview

Telephone/ interviewer admistrated survey

Close ended questionnaire

Web survey Online & email administrated survey Less close ended& open ended questionnaire

Quantitative 20%Perceptual mapping Focus group Brand mapping documentObservation 10%Mystery shopping Structured observation Checklist

Why primary research?

Even after researching, data that is readily available externally & internally it will not full fill & solve all the research objectives. Hence it is required to carry out primary research through quantitative method in order to meet specific objectives. Although primary data will costly and time consuming than the secondary data, the main reason of making a primary search is to cover the draw backs of secondary data.

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KPL/Lucas has to employ in-depth qualitative research to understand the attitudes and perceptions. As qualitative research do not really represent total population and doing such research is costly that is why quantitative research should be used.

Quantitative research

Quantitative research is “research that is undertaken using a structured research approach with a sample of the population to produce quantifiable insights into behavior motivation & attitudes”.


For the success of quantitative research it requires bigger sample population but it can be statistically analyze and obtain a better representation of the population. KPL/Lucas customers attitude, believes usage as well as KPL’s effectiveness of using social media and digital communication can be better understood and can be used as a bench mark to improve their relationship development and customer engagement. Further it helps to identify channels and devices and touch points to interact with their customers better than their customers interacting with these customers.

In the quantitative research the research agency wants to identify and analyze preferences of the customers of different social media and digital communication. It will get to know the social media usage and the impact of it makes in purchase decisions of KPL/ Lucas customers. Further it will identify the weakness at present KPL/Lucas face in social media and digital communication usage with a parameters content quality and involvement and interaction as well as method of rectifying the same.

Qualitative research

“Qualitative research is research undertaken using an unstructured research approach with a small number of carefully selected individuals to produce non quantifiable insights into behavior, motivation and attitudes.”


Qualitative research is another form of primary research. The main purpose of qualitative research is to understand consumer behavior and perception rather than to measure them. It is important to conduct a qualitative research as it brings out the customer attitudes and behaviors which cannot be measured. Since the main objective of the research revolves around understanding different attitudes of customers towards Social media and Digital communication for interaction and in order to move forward using these new technologies it is important to conduct a qualitative research. Qualitative research can be conducted in three ways;

a. Focus Groupsb. In Depth Interviewsc. Projection Techniques

A focus group can be conducted under qualitative research as it is the most suitable method, due to the fact that Lucas has a large group customers and it would be hard, costly and time consuming to conduct projection techniques or in-depth interviews.

A focus group is a form of exploratory research which is cheaper and faster than other qualitative research methods in providing qualitative data. The focus group will highlight the different attitudes of different customer

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segments about social media and digital communication and will map out the path Lucas should undertake in order to move forward using these technologies to outperform the competitors. Participant would be selected for focus group meeting in small number and brought them to a suitable place and interviews and questioning to be made and discussion are recorded. The key success of the focus group meeting depends on the moderator for building relationship between groups, providing everyone an opportunity, stays focused and sensitive of the group.

When conducting a focus group it is also important to consider other factors such as scheduling, seating and refreshments, ground rules and the agenda. It is also important to record the focus group discussion rather than relying on the memory.

SHARA Research Agency did not provide quotation for the qualitative research in the table of fess.

Methodology – SurveySurvey

Surveys refer to “systematic collection, analysis and interpretation of information about some aspect of study.”(MRS 2003)Surveys are the important tools used to conduct quantitative research. Survey can be Interviewer administered or self-administered. In order to derive more accurate results SHARA Research Agency would use self-administered survey with necessary information to respondents.

Self-administered survey

“The Cost and accuracy are the main assets of self-administered online survey” (Aaekar, Day, 1998). Self-administered survey or questionnaire is a questionnaire that a respondent completes on his or her own, either on a paper via computer. In order to carry out a self-administered survey for KPL/Lucas on an email/ web survey could be utilized. This survey is going to be conducted people using Social media and Digital communication. Hence online questionnaire survey is the best way than using paper survey. Existing customers database is available with the KPL, hence pre-selected respondents can be choose who are representing the target audience.

Online survey is cost effective to cover wider population and correct sampling techniques would help to represent the population to avoid biased towards one type of segment. Response rate will be improved through the incentive and providing feedback of the survey as well as the time spend on questionnaire by the respondents is limited. Training and pilot study will make to reduce data accuracy issues and increase response time.

The staff in SHARA Research Agency will prepare well- structured questioirnre which will address the research objective. A group email will be sent to respondents of Lucas via email.

There are many advantages of using email

It is fast in administration and reporting Easy to process Can include more criteria towards the research objective

There are few disadvantages of using email

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Technical error People might ignore the mail

There are methods of doing paper based surveys or face to face interview. Research agencies field instructors can use KPL/ Lucas Auto premium outlets and exclusive Lucas dealers where Lucas customers are visiting.

Inter viewer administered survey

Interviewer administered survey can be further divided into two category

Face to face interviewer administered survey Non face to face interviewer administered survey

In order to conduct a face to face interviewer administered survey a business interviewer survey method can be conducted. Through Lucas service stations and dealer outlets by selecting respondents specially look at the different type of segments and vehicles after their service is done, there will be a specialize team can be appointed. By SHARA Research Agency to carry out the interviews and they will be advised to confirm the customers willingness to be interviewed by the agency. However due to the budget constrains and appropriateness of using online survey, online survey is selected.

Observational Research

“Observation is a data-gathering approach where information on the behavior of people, objects and organizations is collected without any questions being asked of the participants.” (Alan Wilson Marketing Research, 2006). For this research purpose observation research will not provide sufficient results.

Sampling “A part or subset of a population taken to be representative of the population as a whole for investigative purpose of research” (MRS2003)

The population of existing customers can be obtained from many types of data’s KPL has. Data has to be cleansed by Excel re lookup and other methods to finalize the customer list which has emails and social media channels. The client request to identify the 7 segment based on product usage types. Therefore initially Non Probability quota sampling to be made. Non Probability sampling is when the choice of the respondents is not random and every member of population to not have an equal chance of being selected. Quota sampling is defined by Esomar (2007) “A type of non- probability sample where the required number of units with particular characteristic is specified”. In KPL/Lucas wants the selection of respondents according to the market size of different types of batteries (for usage of vehicles). Therefore they have classified 7 types of vehicles clusters and given the percentage representing the share of the battery market. Respectively cars and suv’s above 1800cc is 20%, vehicles between 1400cc and 1799 cc is 30%, vans and light commercial vehicle is 20%, heavy vehicle and prime movers is 10%, three wheelers(auto) 10%, motorcycle 10%,. Among the clusters a random sampling will be made to select the respondents.

Random sample

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“Every item in the population has a known, equal chance”.

Using selected sample and conducting a pilot survey A pilot survey with 50 customers will be conducted to get general understanding and see the flexibility of the survey. Ones the results from the pilot survey is analyzed and necessary and required amendments to be completed. This would improve accuracy and response rate of survey. The pilot survey would help to retrain the field instructors if required. Then 1200 online respondents will get their online survey mail and requested to submit within 7 days. Reminders will be made to get the response rate to be increased. It is expected to get minimum of 300 of response.

Finalizing Respondents list

DATA SELECTION RANDOM

CLEANSING OF SAMPLING

CUSTOMER SELECTION

BY USAGE FROM

OF VEHICLE

VEHICLE TYPE

TYPE

Final sample

Data analysis After the research questionnaires have been received data will be down loaded to a software tool and necessary checking will be made to see the accuracy of the data. A number of analytical techniques will be used to translate the data and the results will be analyzed.

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Auto Premium Outlets customers

Auto Rescue customer

Warrantee Registration

Dealer sales to their customers

Service customers from Master data

Final customer

list- 30,300 customers

Cars and SUV’s1800cc and above- 6060 customers

1400cc to 1799cc – 9090 customers

Vans and light commercial vehicles- 6060 customers

Heavy vehicles and Prime movers-3030 customers

Three wheelers- 3030 customers

Two Wheelers- 3030 customers

Cars and SUV’s1800cc and above- 240 customers

1400cc to 1799cc – 360 customers

Vans and light commercial vehicles- 240 customers

Heavy vehicles and Prime movers-120 customers

Three wheelers- 120 customers

Two Wheelers- 120 customers


Team CVSHARA Research Agency is Colombo based an independent research consultancy having 125 research customers in their portfolio ranging from government bodies, large corporate congoloromates to SME’s. It has over 15 years’ experience in auto-mobile products, mechanize products, heavy machineries and electrical appliances. SHARA Research Agency has latest software system to provide real life solution’s and benefits to their clients. SHARA Research Agencies is a registered research agency in the approved research agency list in the government and follow code of conduct for research and won awards.

Dr. John Hendry is the Managing director of SHARA Research Agencies, who is a graduate from London school of economics and obtains his PHD from Harvard University in marketing. He started this company in 1990 and with his assistant company obtain research consultancy from Harvard University and London school of economics.

Mr. Paul Wijeyaratne is the senior consultant at SHARA Research Agency in 15 years’ experience in market research field and particularly involved in automobile and electrical products. . He is a MBA holder from university of wales. He has been charge of many nationwide research projects and has fair knowledge in social media and digital communication research and he is in-charge of this project and he will ensure the project will meet its scope cost and time targets.

Ms. Pamila and Ms. Saje both research executives and they will work with me in this project. Ms.Pamila is an IT graduate and member of CIM (UK) and Ms.Saje is graduated from London school of economics and has a bachelor degree in statistics and marketing degree from Heriot -Watts.

For further information can be obtain by contacting Mr. Wijeyawardene or www.SHARARESEARCH.com

Budget-feesA breaking down of cost at each research elements presented in the following table. All the cost are calculated based on past experience and are subjected to variation according to circumstances. All the below charges are not inclusive of 12% vat.

Secondary research stage desk research

SLR 40,000

Primary research stageSample design and selection Online survey SLR 100,000

Project management SLR 200,000Questionnaire design including electronic setup fee

SLR 100,000

Email out questionnaire 1250 and follow up SLR 100,000Analysis SLR 250,000Miscellaneous and travel expenses and presentation cost

SLR 40,000

incentive postings (postal fee and the coupon production by KPL,

SLR 6,000

Administration SLR 50,000Total fee SLR 896,000

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http://www.SHARARESEARCH.com/


Propose timings Thee Gannett chart shows time frame of research project. There will be weekly meeting headed by Mr. Paul Wijeyaratne on every week to ensure efficiency and the project meeting the deadlines. Update of the progress of project will circulate among relevant people. Every Wednesday weekly meeting agenda will be circulated and any changes in time frame a new Gannett chart will be produce after finalization with Mr. Paul Wijeyaratne

Gannett chart showing time table of the research project

Task 1st week

2nd

week3rd

week4th

week5th

week6th

week7th

week8th

week9th

week10th

week11th

weekProject PlanningProject ApprovalSecondary ResearchSecondary ReportSample designQuestionnaire design and electronic setupTraining of interviewersRecruitment of respondentsPilot RunCollection of primary data Analysis of Data Preparation of Presentation and research findings and recommendationFinal Report and presentation to client

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Online Questionnaire

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Task Two: Online Questionnaire and Field Guidelines

Word Count: 1399


Respondents guide lines (covering letter)

Field instructors should sent as part of the online questionnaire the following covering letter

Participate in the survey and WIN discount coupon and a fantastic holiday package

Dear MR. xxxxx

You have been selected to take part in a survey as a part of a research study conduct by SHARA Research Agency we appreciate your time and effort in completing this survey which would take only 10 minutes.

The purpose of this research is to understand what is your attitude and usage towards social media and digital communication. This survey is done to understand the perception among the customers of Kelevernberg (pvt) Ltd (KPL) about the usage social media and digital communication and how effectively it is used by KPL to interact with customers compare to other organization in the same sector. It also try to identify what social media channels(applications) and methods customers prefer to interact with company and among them-self. Further how best relationship building can be improved with your preferred automobile battery national distributor KPL.

Result of the survey will benefit you by changing ways to improve relationship between you and your preferred auto mobile battery supplier.

The immediate benefit you get by completing this survey is 10% battery discount coupon and if you win the automatic entry draw one night/ 2days stay for 2 people in Eden hotel Bentota.

The questionnaire will be administered during the middle week of May which has more number of holidays.

Questionnaire has 30 questions which kept short and to the point used multiple type question which can be answered by mostly simply ticking relevant box. There are few open questions for which you are free to write open comments.

SHARA Research Agency is managing this survey, who is a registered member in marketing research society and complies with the professional code of conduct and your privacy will be strictly kept- your response will be used and kept anonymous and confidential. We comply and follow Electronic transaction Act No 19 of 2006 and Information and Communication Technology Act No 27 of 2003 ( similar to the Data protection act of 1998 of UK)and a code of conduct prepared by ICTA(similar/ parrarl of EU code on Data protection)

Ones you have completed your survey you may like to know the results of our study. We will send you the abstract of the survey. We believe that this would improve the response rate and accuracy.

If you require any clarification please contact us through [email protected]/ [email protected].

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mailto:[email protected]/


We thank you

Yours sincerely

SHARA Research Agency

Online Questionnaire on Customer attitude and usage of Social media and Digital communication

To start to do the questionnaire lease click the icon below

1. Please select the language of your choice, if it is English click the below icon English Sinhala Tamil

2. Please select your age group? Between 22 to 30 Between 31 to 35 Between 36 to 45 Between 46 and above

3. Please select the type of first vehicle you own at present? (It doesn’t mean the first vehicle you bought)

Cars and SUV more than 1800cc Vehicle between1400cc to 1799cc Van and light commercial vehicle Heavy vehicles and Prime movers Three wheelers Motorcycle

4. Most suitable groups you belongs to?

Mark which applies to you

Business men/ women Corporate executive State administrative officer Non-executive/ Non-officer Person in Non-inclusive sector

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x


5. Have you used or using any other batteries for your vehicles other than Lucas, in past 18 months period. If yes, mark the brand/ brands.

Global Exide Panasonic GS

6. Where did you buy your battery for your vehicle? Lucas Auto Premium Center Lucas dealer out lets Retail battery shop Lucas Auto Rescue service Other

7. Are you a member of the Lucas loyalty card scheme? Yes No

8. Why do you prefer Lucas against other brands? Please indicate 2 reasons most influenced you? Price Brand reputation Quality and warrantee Pears recommendation Influenced by Lucas communication Because I am a satisfied customer of Lucas I am a loyal customer of Lucas.

9. Do you have following communication devices, if yes please tick what is relevant? Mobile Smart phone Tab Laptop Computer

10. What do you consider a suitable statement on your point of view?Tick suitable statement. If both types of media are in the same type in your opinion please tick both boxes

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Traditional Media( out door, broadcast, radio, print)

Tradigitol Media(email, micro banners/ sites, search engine)

Do not make me involve

Good for sharing information with my friends

Not easy to use

Not suitable to have direct communication with companies

It’s not attractive

Have high protection

11. Which social media channel ( application) do you use ?Mark each that applies Personal Professional Personal & professional News & Info others

Face book Twitter Link din You Tube Blogs

12. How long you have been using social networking sites? less than a month 6 - 12 months 1-2 years 2-4 years

13. How many hours a week you spend on social networking sites? 5 - 6 hours 7 - 10 hours 11 - 15 hours 16 - 20 hours14. Roughly how many friends in total you have in your social networking site?

0 - 100 101 - 200 201 - 500

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501 – 1000 1000 >

15. Whom do you chat most in your social network friends? Friends ( school) Co workers family Celebrities Business clients Other

16. Which statement most closely describes you about your social media usage? Skeptical and do not use Not comfortable to use Beginner Average user Advance user Expert user

17. Please indicate what information you include in your social network site? Pictures of yours Pictures of others Relationship status Interesting brands sayings Political view Vehicle pictures

18. Do you visit social media sites of companies and brands? Yes, frequently Yes, only my favorite brands Randomly No

19. Do you involve in following programs of companies? loyalty CSR sustainability, sales promotion and new product launch

20. Do you involve with fans and followers of automobile brands? Yes No

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21. Do you believe in visiting social media sites activities and memberships will influence your buying decision?

Highly effected Somewhat effected Neutral Somewhat not effected No effected at all

22. When do you use most frequently social media sites? In the morning At lunch time After getting back home from working On weekends

23. Please indicate how you feel about the technology you use. Mark each that applies

Essential/ must have somewhat useful optional plan to use not use

Mobile Smart phone Tab Laptop Computer

Comment

24. What are the ways in which you have received communication from KPL/ Lucas? Several answers possible

Device ( mark which applies Type of communication (write type of content- message, picture, video)

Activity (write the following activities you become aware- pricing, info on installation promotion, service, availability, warrantee, CSR activity, product launch)

Mobile Smart phone Tab Laptop Computer

25. How do you rate the effectiveness of KPL/ Lucas communication sites regarding content &feed backs? Tick the appropriate one

Excellent Good Average Poor

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26. Compare to its competitors or organization in the same sector how do you rate KPL/Lucas Social media & Digital communication? Tick appropriate one Excellent Good Average Poor

Attractive Easy access 24x7 contact facilities Create curiosity Fast response Latest news and informative

27. What are the top two social media channels(network) you prefer to keep interact with KPL/Lucas and its customers? Rank by writing 1 and 2 in front of the channels/ sites

Face Book Twitter Link din YouTube

28. What are the marketing, CSR and other service programs presently available you like to hear from KPL ,using social media and digital communication? ( Several answers possible)

Program Write the name of the site and method (Facebook, twitter,linkdin,web, email,sms)

Recycles of old batteriesNew program on Auto Rescue for ladies programDealer conventionDim batteries for continental car batteryAcid fill batteriesFree foods on vesak daysLightening elephant’s on Kandy Perehera

29. Please specify what type of contents such as marketing programs and other activities you like to obtain through social media and digital communication from KPL/Lucas in future? Please describe in writing?

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30. What KPL/Lucas should do to improve the quality of the communication, and involvement with them and you, as well as among the Lucas fans, followers and customers? Please write.

Online Field Guidelines

Purpose of the online survey

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KPL is a part of a Browns conglomerate and marketing Lucas brand of automobile batteries. It wishes to examine attitude and usage of social media and other forms of digital communication amongst its current customers and in order to determine how it should move forward in using social media and digital communication to interact more effectively with its existing customers. The idea of the survey also include to find suitable range of communication and interaction touch points used for marketing/ customer service. SHARA Research Agency has been appointed to carry out market research to examine the above mention issue. An online questionnaire has been constructed to collect information to meet the following objectives.

1. To identify the attitude towards social media and digital communication by the current customer segments of KPL

2. Understand existing customer perception how effectively KPL currently using social media and digital communication compare to its competitors.

3. Determine the key types of contact situations where existing customers would prefer KPL to communicate with them via social media and digital communication

4. To find out ways in which KPL customers believe to use that KPL could improve its use of social media and digital communication for interacting with customers

The data obtain from the respondents will help KPL towards improving customer relationships and improve the situation towards falling behind its competitors’ in its market place.

Who is being surveyed?

You will be sending online questirniore to respondents who are existing customers of KPL of different segments. You need to select 1200 respondents out of the 30300 customer database given. This would give even the response level is low as 25%, sufficient sample to go for statistical analysis. There are 4 categorize of customer list is given below.

1. Respondents list given by KPLs Auto Premium service users – who has given email id and social media site to KPL

2. Person who used Auto Rescue Road assistance facility of KPL for battery related failures. 3. Names obtain from KPL dealers about their customer group, who used battery sales and

service from them.4. List obtain in clients warrantee registration and CRM facilities

You should use cluster sampling methodology as you have been given.

Cluster sampling “A procedure in which clusters of population units are selected at random and then all or some of the units in the chosen clusters are studied” (Wilson 2003)

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As the client KPL wants to know owners of the vehicles to further segmentise their information you should obtain 7 types of owners/ uses of vehicles. Select owners/users A. Cars or Suv’s above 1800cc B. cars between 1800cc – 1000cc (if it is second car it will not be included), C. Van and light commercial vehicle owners, D. Heavy vehicles and Prime movers E. 3 wheelers F. motorcycle . In this cluster according to the percentage of the segment size, a random sample will be taken to select the final respondents.

Our client KPL wants information related to the 7 types of owners and users.

Internet online surveys provide less interference from people or institutions that may prevent a survey from being delivered to respondents (Gaddis). What respondents are being asked about is based on the above mention objectives and the questionnaire which is prepared and given to you.

Method of implementing the questionnaire online

You will be having 3 ways to participate in this questionnaire

1. Emails will be sent to the respondents by the agency where they can simply answer it.2. Can answer through the webpage of Lucas and sign up by the name and the vehicle number by

giving www.lucas/signup.lk3. Can like Lucas Facebook page and answer the questions by entering the vehicle number.

Information for intervieweesWe have prepared and given you a letter to send to respondents guiding them. That letter will assure the confidentiality and the data protection and code of conduct. However you should not in any way badge the respondents by reminding more than 3 times and not move away from the MRS code of conduct as well as code of conduct prepared by SHARA Research agency for field instructors.

You should behave ethically and will not do anything damaging the reputation of the market research agency and the clients. You should not select the respondents below 18 years of age. And you should get written confirmation first to participate in the survey. You should not use respondent information for your private purpose or hand over to anybody.

Maximize response rate Promote the survey to the target group to do pilot project with 50 respondents and identify the possible errors. Select experience and suitable data collectors only, send reminders up to 3 times if not responded don’t badge. Send your reminders in the morning 8AM for highest response. Use the key social media channel to remind respondent. Use the incentive platform already stated in the covering letter and set daily target regarding response and in advance inform the period of survey.

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http://www.lucas/signup.lk


Survey design is kept short and to the point therefore it takes 10 minutes of their time to complete the survey and also an abstract of the survey will be sent to them. The benefit of relationship building and sending a thank you note will help the response rate increase.

Data accuracy You should be aware that accurate data is needed to provide confident results. The design of the questionnaire is important for accuracy and data coding and data analysis. This would enable efficient data processing when survey is completed.

Pilot survey with minimum 50 respondents randomly selected is key for data accuracy, and checking the question proof reading and do the rewording is necessary before the full scale survey is started. Data collection has to go through the correct process is essential. If error is found resending (reinterview process) is needed. If CAPI is used the training and tools to be given to the people who obtain the data’s. Avoid key in errors by checking a sample of questionnaire against computerized data.

There should be a quality control on conducting the survey and analyzing the results. A statistical QC method to be used and postmortem analysis to be done.

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To – Marketing Manager Kelevernberg (pvt) Ltd

From – Research Executive Of SHARA Research Agency

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Task Three: using customer Social Media for customer data collection and insight

Word Count:1579


Subject - Briefing paper on using social media for customer data collection and insight of customer behavior and preference.

Here with attached above as per your request

Signature

Your sincerely

SHARA Research Agency

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3.1 Evidence and Example “Donuts with Gonuts” successfully advertise on face Book and increased the sales volume and able to obtain 100,000 followers. This has been reported in the article Going social : case studies of success full social media marketing by( Patrick2012). This is a goal selected and implemented by Gonuts and became a successful project in Srilanka. Srilankan mobile adaptation is very high which helps to transform social media and digital communication very high.

Even though social media marketing knowledge is weak in Srilanka but social media marketing is gaining momentum every day. Facebook advertising is more popular than any other channels. Internet penetration is low when it compares to the Face Book. Male percentage is higher than the female population in usage of Facebook. Where it is 68% is male users. In the auto mobile market all car official agents have maintain social media pages on social media and LinkedIn. Dimo the agent for Mercedes and Jeep has Facebook and constantly post their cars and has 60000 fans today. It also has a YouTube channel TV and contains TV commercial and promotional video on it. Toyota Lanka has 2 pages with informative on technology and features of their cars. Similarly AMW too has a Facebook where it has a 67000 likes on it.

Not only car companies use social media, car related products are also used in social media and social media cannot be left out in the marketing communication mix.

In the competitive markets of Lucas, Exide uses social media and digital communication in their website and Facebook, and are very attractive and has reasonable fans.

Srilankan has 92% mobile phone penetration 60% internet enable phones. Srilankan social media communication should have its own voice and should have continuity.

KPL collected information through its CRM facility service calls and warrantee calls it also collected information through Auto Rescue and Auto Premium outlets, customer and customer social media sites and email and phone connection, KPL internal research shows their customers usage of social media is becoming high and they start believing messages posted by the company as well as their friends in the sites. This trend makes them to use marketing research on social media and digital communication.

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3.2 Relevant data analysis toolsKPL can use reputed social media data analysis tools as well as online survey to understand social media site activities such as which is the most effective social media sites, how many accounts customers use, what is the period they use, their skills at using social media sits, involvement with Lucas brand and it is competitor brands.

The tools what KPL uses do not provide content quality and the rate of involvement. The quality analyses do not really help to gain more insight into customer behavior and preference to build trust and long term relationship. Content quality and involvement are key factors. Customers participation and engagement and word of mouth has to be understood as well as customer behavior and preference to be understood. The tools should indicate content relevancy.

The most popular matrix to measure customer engagement in for social media are

Search ranking Number of comments Number of fans and followers Unique visitors Number of tweets or re tweets

KPL and Lucas should put enough time budget and expertise in this. There are many tools available to monitoring and measurement for social media activities. They are sentiment analysis, klout score or influence ranking, click through rates, social listening, number of discussion threats, videos viewed.

To obtain this information purpose each KPLs social media activities such as Auto Rescue for lady drivers led recycle program, dealer conference, to be taken and analyzed with these measurement and obtain valuable insight of consumer engagement. All customer opinions and other datas are pulled to a central point by that KPL can obtain single customer view also.

KPL should use twitter feeds, Google alerts, Media content analysis tools web traffic analysis to obtain data and performance level. Against the established yardstick results should be analyzed. KPL should use online survey periodically measure customer participation and involvement etc.

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3.3 impact of data protection legislation on data storage and analysis of data collected from Social media and digital communication sitesNew media data storage is a key consideration in dealing with new media. Company should have proper strategy and infrastructure to have storage and retrieval in a speedy manner and keep backups.

Even though social media volume is very high, each piece is relatively small-blog post, tweets and photo etc. For face Book and twitter, object based storage can be done. Company also can have its storage devices such as corporate BPN. Archiving copy of social media data is best practice. KPL has o/ 365 cloud facility. Therefore KPL should utilize it for archiving and retrieving.

Social media data demand speed. In other words, users require information in near real time. So the IT demands would organize strong system and MLC flash etc. For legal purpose, storing social data is essential. The hot data can be kept in different manner of storage to obtain fast response and colder objects can take lower response time.

If social media data require bulk storage KPL should consider vendors who offer bulk storing. Social data normally go through backup, but multiple copies are made in multiple places. This is to be considered.

Browns group IT which KPL shares have huge storage facility . A hybrid cloud storage deployment using public cloud and private data center is recommended. KPL would have a strategy for user types, data work flow, security and budgeting. Browns IT is capable of advertising and assisting in this regard because Browns has a full fledge IT department with man power and knowledge and skill.

Following to be considered regarding the data protection

In UK

Data protection act 1998 The privacy of electronic communication legislation Act 2003 EU data protection regulation BCAP code 2010, CACP code 2010 Industry standard

Company should have security measures such as firewall and also protection for standard and protection and appropriate level of policies and procedures and technical solution’s.

Clear data classification scheme, right user access are needed. Company should store right data, at right place with appropriate security and for right duration. Company should map out with diagram for storage of data to ensure regulatory compliance.

Company should make sure personal data stored on social media sites should not be ends up in social media.

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Now a day’s criminative view networks as a fertile group for community frauds. There for access to personal information should be curtail and controlled. Effective measures should be taken to stop the data leakage.

In UK data protection act off 1998 the privacy and electronic communication, regulation 2003 and 2011 the business protection from misleading marketing regulation 2008 BCAP code 2011 CAP code 2010, the consumer protection unfair trading protection 2008 are to be considered when collecting storing and transmitting data’s and analyzing data collected on customers

When sending electronic marketing communication marketers must not conceal their identity. They should have consent from the customers for using their information particular their sensitive personal data when a person has requested that communication should be stopped, the marketers should remove him from the mailing list. Viral emails, transmitting data and storing data’s outside EU and obtaining EU data by foreign non EU agencies are prohibited in srilanka this do not apply.

3.4 Recommendations to use most appropriate social media sites and digital communication Selection of social media sites and digital communication depends on the target customers attitude towards social media sites & methods of digital communication, as well as availability of these sites & the type of connecting devices, and the customers preference and usage of the social media site. In the case of KPL they use at present Face Book . It is recommended for them to use continusely in addition to the use of Twitter, LinkedIn and YouTube. As a brand Lucas compare to the competitors has high end car users and professionals. They use smart phones and regularly visit website. They visit YouTube regularly. Hence it is recommended to use YouTube video which showing road side assistance to lady driver, Maintenance free battery benefits, led recycle and environmental friendly production etc. The warrantee claim mechanism through CRM and ERP Microsoft DynamicsAX service management module can support the data collection of its customers and their behaviors and preference. The ROI of social media is one of the criteria in recommending social media sits and digital communication. In KPLs case the group it belongs to (Browns group) has good ICT facilities. KPL shares the group’s IT facilities. Hence its infrastructure cost is less compare to its competitors. It is leading in these aspects. Hence it is recommended to use 3 social media sites and YouTube as well as strong website activities with constant tweets and postings. KPL should use mobile communication SMS also inform and receive messages and customer preference. Constant usage of analytical tools is the key factor for the success in the social media. However KPL should not forget that the integrated marketing communication approach is essential.

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Reference

Charity pradiptarani. (2011). social media marketing. measuring its effectiveness and identifying the target market. 2 (15), 1-2.

Blanchard,o.(2011). Social media ROI. Indianapolis,IN; QUE

Aon (2013). The marketer. united kingdom: cim. 34-35

lewie diasz (2013). strategic marketing . colombo: marketing strategies for srilnakan business Entities. 56-65.

Dr.wickrema weerasooriya (2010). commercial law. colombo: national library srilanka. 65-78.

kotler (2004). Marketing Management. singapore: pearson education. 72-78-148.

jacques bughin and james manyika. (2014). The mobile internet's consumer dividend. Mckinsey quarterly. 1 (1), 8-10.

Gadi Benmark . (2014). why the coo should lead social media customer service. Mckinsey quarterly. 1 (1), 11-14.

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