Click on the PDF link for the complete article.
ABSTRACT
Brands see major live events as opportunities to connect with consumers and to build brand equity and sales. In this article, we describe how the classical MCA® methodology was adapted and how a modified MCA® questionnaire was applied to interview a sample of 10,000 urban young adult respondents in 10 major world cities before and after the FIFA 2006 World Cup event. We emphasize the online quantitative methodology choice by addressing (1) the major concerns about online market research particularly with respect to the sampling and demographic issue, and (2) the appropriateness as well as (3) the benefits of online market research. We then discuss how the metrics derived from this research were used to address the following two key questions: (1) Did sponsoring the World Cup help brands? (2) Are sponsoring contacts more influential than others?
- © Copyright 2007 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.