netrashetty
Netra Shetty
Martha Stewart Living Omnimedia Inc. (MSLO, NYSE: MSO) is a diversified media and merchandising company founded by Martha Stewart. It is organized into four business segments: Publishing, Internet, Broadcasting media platforms and Merchandising product lines.[2] MSLO's business holdings include a variety of print publications, television and radio programming, and e-commerce websites.
Primary
Primary data will be gathered through surveys, focus group and observational research.
Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.
Secondary
Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.
Research Methods for B2B Market
The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.
Research Methods of B2C Market
The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.
eMarketer estimates marketers around the world will spend $6 billion advertising on social networks this year, and the return on that investment will be a bigger question than ever.
Many ad performance metrics have long been low on social networking sites, suggesting internet users simply do not want to click on ads while they’re socializing with friends and family. But how useful are measures of average performance to real-world marketers when so many variables can affect ad performance?
According to a widely reported Webtrends study, Facebook ad performance metrics are dismally low—and getting worse. Between 2009 and 2010, worldwide clickthrough rates dropped while costs per click and per thousand increased.
What that means is that Facebook users are clicking less, and costing marketers more money to put ads in front of them.
Clickthrough rates for ads targeted to the US were lower than for other countries: Webtrends reported US-targeted ads were clicked on just 0.065% of the time, compared to 0.087% for ads targeted to other countries. Both rates are higher than the overall average, which includes ads not targeted by geography.
A Chitika study compared clicks on Facebook to those on Google and found the social network’s rates were significantly lower. The ad network reported clickthrough rates of 0.08% on Facebook for January 2011, substantially higher than those reported by Webtrends for the US.
That difference points to one significant problem when discussing clickthrough rates and similar performance metrics for ads on any site: The idea of an “average” clickthrough rate might be meaningless. Marketers crave this type of statistic, but the confounding variables are numerous.
For example, different advertisers can have vastly different click rates and costs per click. The Webtrends study found that ads for tabloids and blogs had an average click rate of 0.165%, the highest of any industry, vs. 0.011% for healthcare ads—the worst-performing industry.
But even within a single industry, not all brands are created equal. Within the travel category, which had an average click rate of 0.086%, the performance of ads for name-brand airlines would be averaged against those for lesser-known travel search affiliates.
In addition, the different advertisers would likely have different objectives and different measures for success in their campaigns.
”The airline would most likely want to generate new Facebook ‘likes’; the travel search affiliate would want to refer people to buy travel from a third-party site,” said eMarketer principal analyst Debra Aho Williamson.
“There's no way an average clickthrough rate for the travel industry would be meaningful to all players in that industry.”
Just as not all advertisers are created equal, neither are all ads. Facebook’s self-serve ad targeting platform provides marketers with a wide variety of options for narrowing down the audience for their campaigns and targeting them appropriately.
And according to data from BLiNQ Media, targeting can provide a dramatic increase in ad effectiveness. Clickthrough rates for campaigns run through the company’s platform were 7.5 times higher for ads targeted with demographic characteristics or interest information gleaned from profiles than for ads that were not targeted.
Primary
Primary data will be gathered through surveys, focus group and observational research.
Survey research – surveys are best suited for descriptive research. Stobo Castle can conduct surveys in order to learn the visitors’ and target markets’ knowledge, beliefs, preferences, and satisfaction.
Focus-group research – the researcher can gather six to ten people in order to discuss the services, facilities and amenities of Stobo Castle. The discussion will be facilitated by a skilled moderator.
Observational research – fresh data can be gathered by observing the relevant actors and settings. The researcher can observe the visitors in order to assess the impact of the services and other features of Stobo Castle. The researcher can also go to Stobo Castle’s competitors in order to observe the quality of service and therapies.
Secondary
Secondary data will come from published materials and existing literature regarding the research topic. The internet will be useful in the collection of data regarding the B2B and B2C markets. Published materials such as books and journals are useful in order to assess the characteristics as well as the needs and requirements of the target markets. Secondary research will also aid in the analysis of the developments and characteristics of the spa industry and the competitors of Stobo Castle.
Research Methods for B2B Market
The research method for B2B market will be survey group research and focus group research. The researcher will send mails to the different companies that are near or accessible to Stobo Castle inviting its employees to participate in the survey and focus group. Those that will participate in the survey and focus group will be sent mails explaining the background and the purpose of the survey and focus group.
Research Methods of B2C Market
The data gathering procedure for the B2C market will also involve survey research and focus group research. A survey questionnaire will be given to the guests of Stobo Castle. Some people from the target market segment will also be invited to participate in the focus group discussion.
eMarketer estimates marketers around the world will spend $6 billion advertising on social networks this year, and the return on that investment will be a bigger question than ever.
Many ad performance metrics have long been low on social networking sites, suggesting internet users simply do not want to click on ads while they’re socializing with friends and family. But how useful are measures of average performance to real-world marketers when so many variables can affect ad performance?
According to a widely reported Webtrends study, Facebook ad performance metrics are dismally low—and getting worse. Between 2009 and 2010, worldwide clickthrough rates dropped while costs per click and per thousand increased.
What that means is that Facebook users are clicking less, and costing marketers more money to put ads in front of them.
Clickthrough rates for ads targeted to the US were lower than for other countries: Webtrends reported US-targeted ads were clicked on just 0.065% of the time, compared to 0.087% for ads targeted to other countries. Both rates are higher than the overall average, which includes ads not targeted by geography.
A Chitika study compared clicks on Facebook to those on Google and found the social network’s rates were significantly lower. The ad network reported clickthrough rates of 0.08% on Facebook for January 2011, substantially higher than those reported by Webtrends for the US.
That difference points to one significant problem when discussing clickthrough rates and similar performance metrics for ads on any site: The idea of an “average” clickthrough rate might be meaningless. Marketers crave this type of statistic, but the confounding variables are numerous.
For example, different advertisers can have vastly different click rates and costs per click. The Webtrends study found that ads for tabloids and blogs had an average click rate of 0.165%, the highest of any industry, vs. 0.011% for healthcare ads—the worst-performing industry.
But even within a single industry, not all brands are created equal. Within the travel category, which had an average click rate of 0.086%, the performance of ads for name-brand airlines would be averaged against those for lesser-known travel search affiliates.
In addition, the different advertisers would likely have different objectives and different measures for success in their campaigns.
”The airline would most likely want to generate new Facebook ‘likes’; the travel search affiliate would want to refer people to buy travel from a third-party site,” said eMarketer principal analyst Debra Aho Williamson.
“There's no way an average clickthrough rate for the travel industry would be meaningful to all players in that industry.”
Just as not all advertisers are created equal, neither are all ads. Facebook’s self-serve ad targeting platform provides marketers with a wide variety of options for narrowing down the audience for their campaigns and targeting them appropriately.
And according to data from BLiNQ Media, targeting can provide a dramatic increase in ad effectiveness. Clickthrough rates for campaigns run through the company’s platform were 7.5 times higher for ads targeted with demographic characteristics or interest information gleaned from profiles than for ads that were not targeted.
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