Table of Contents
Key Findings and Executive Overview
- Media Engagement
- Media Engagement Score
- Validating the score
- Questionnaire Overview
- Questionnaire Design
- Analytical Techniques
- Demographics
Presentation and Analysis of the Data
(Blue text denotes questions used to calculate Media Engagement Score)
- Screening Question
- Suppliers of core products used in the lab
- General Marketing Preferences
- Overall importance of staying abreast of new products to support research
- Most common ways to learn about vendors and their products and services
- Most influential factors in deciding to purchase a new product or service
- Number of times new products were evaluated or purchased in the last 12
months
- Segmentation analysis of General Marketing preferences by level of media
engagement
- Printed Catalogs
- Most likely action on receiving an unsolicited catalog
- Importance of specific features in a print catalog
- Importance of receiving a print catalog if the information is available
on the Web
- Number of times referred to a print catalog when evaluating a product in
the last 12 months
- Vendor with the most useful print catalog
- Segmentation analysis of Print Catalog preferences by level of media
engagement
- Vendor Web Sites
- Average hours per week spent visiting vendor Web sites
- Usefulness of specific features of vendor Web sites
- Reasons of most interest for receiving an unsolicited email from a vendor
- Types of vendors from whom respondents are likely to open unsolicited
email
- Number of times registered at a Web site to receive product information
in the last 12 months
- Vendor with the most useful Web site
- Segmentation analysis of Web site preferences by level of media
engagement
- Direct Mail-Print
- Average number of direct mail pieces received per week
- Percent of direct mail opened
- Influential factors in deciding to open and read unsolicited mail
- Preferred course of action when more information is needed
- Importance of printed technical newsletters when the information is
available on the vendor' s Web site
- Number of times sought more information after receiving a mail piece in
the last 12 months
- Segmentation analysis of Direct Mail preferences by level of media
engagement
- Sales Representatives
- Activities that contribute to the effectiveness of sales reps
- Reasons of most interest for receiving an unsolicited phone call from a
sales rep
- Number of on-site vendor “mini-shows” attended in the last
12 months
- Usefulness of the information provided at the on-site
“mini-shows”
- Number of times scheduled a meeting with a sales rep in the last 12
months
- Vendor with the best-trained, most effective sales reps
- Segmentation analysis of Sales Rep preferences by level of media
engagement
- Print Advertising
- Most valuable professional journals or publications
- Factors that most often draw attention to a print ad
- Frequency of requesting more information from a vendor immediately after
seeing a print ad
- Most likely reaction to an interesting print ad
- Number of times sought more information after seeing an ad in the last
12 months
- Vendor with the best print ads
- Segmentation analysis of Print Advertising preferences by level of media
engagement
- Scientific Meetings and Exhibit Halls
- Number of major scientific meetings respondents plan to attend in 2006
- Percent of time at a scientific meeting spent visiting exhibitor booths
- Factor that is most likely to cause a visit to a vendor' s booth
- Preferred scientific meeting
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