0. PERFORMANCE MEASUREMENT IN MARKETING
Performance measurement is a vital component of any marketing program. It is a fact-based and quantitative approach to monitoring activities, processes, and outcomes for the purpose of evaluating effectiveness and efficiency and, thereby, making adjustments to maximize business results. Effectiveness Measures monitor progress toward achieving specific business goals. Efficiency Measures evaluate how much things change when applying a set of resources. In short, effectiveness is doing the right things; efficiency is do things right.

1. QUESTIONNAIRE
This section covers a questionnaire developed to support branding. The brand chosen as a “client” for the marketing research is Coca-Cola and the tool to develop, deploy, and analyse a survey instrument is SurveyMonkey. The survey developed covers a broad set of brand issues, though it was limited to just ten questions (a limit of the free SurveyMonkey service). The survey looks at beverage consumption, zeroing in on Cola. It contains questions to profile consumers, asks about brand images, and solicits ideas for product extensions. It intentionally does not identify the specific client, opting to understand cross-brand preferences. To further mitigate bias, brands are listed in alphabetically order, when mentioned, and there are open-ended questions as well as closed and more quantitative measurement.
The Beverage Consumption Survey consists of ten questions. These questions are summarized below. The survey is available at surverymonkey.com/r/B5ZCL2N, and a full copy is attached to this document as an attachment. After the summary of questions are highlights of survey results. The analyses are based on a limited set of responses (n=16).

Highlights from Beverage Survey:
From the SurveyMonkey Beverage Survey, five (5) analysis are highlighted below. labelled A-2a through A-2e. The first four are based on survey results with SurveyMonkey charts in support of findings.The final analysis, A-2e is based on open ended responses.
The respodents are skewed toward males who comprise over two-thirds of respondents (68.75%). Respondents are custered around those in their twenties and thirties (75%, combined) with no respondents with ages below 21 or 60 and above. With a larger survey sample, cells could be weighted to more closely represent the North American population
A-2a) Beverage Consumption by Type of Beverage -- Respondents were asked to rank order the type of beverages they consume from highest to lowest. The chart on the right (Figure 2) shows, in order of average ranking, that ‘Water’ was ranked highest in its frequency of consumption, with ‘Cola’ second. ‘Other’ had the lowest ranking which implies that the other categories covered the majority of overall beverage consumption.
In examining the underlying data at a more granular level (Table 2), it is seen that all respondents placed unflavoured water

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