BRM Research Matrix (to be submitted by 22nd January)

Group Number:

Member Names:

Section:

Firm: Please choose one of the summer jobs your group members might have got. In case none
of your group members have summer jobs in Marketing, please choose two alternative topics
and contact the instructor for finalizing the topic.

Management Decision Problem: Should (How) brands advertise on adult websites?

Research Decisions How does The impact of How does message conveyed
(can be less than or brand different types of affect buying behaviour?
more than three) perception ads on the (For instance, fast delivery vs
change in the perception? discount) Commented [HA2]: How do we run an experiment on
minds of (on screen-video, this?
consumers? If banner ads, text- Commented [HA1]: If it changes but does not affect
yes, will it ads, size of the ad, buying behaviour- then what’s the point of advertising
change my video websites vs there?
buying text websites)
behaviour? If it changes and adversely affect buying behaviour, then
definitely don’t do it.
Information
Needed If it changes and positively affects buying behaviour, then
Secondary Data Brands Marketing General The pitch Comparison definitely yes
sources (if any) which Performanc perception used by of
currently e Metrics of among advertising performanc
market on brands consumers networks to e with
the advertising toward text bring traditional
websites, on the based ads brands on digital
their share websites and banner board for marketing
of the ads advertising options
marketing on the
budget and websites
relative
share on
the
platforms
Expected Primary In-depth Experiment with Computer assisted personal
Data Process (if interviews control group and survey Commented [HA3]: Risk of no-response?
any) with brand target group
- Method of data managers.
collection (FGD, FGD and in-
interviews etc.) depth
- Sample details interviews
(numbers and with
sampling technique) consumers
Expected Analysis Regression
Techniques Analysis
Timeline