Based on the knowledge and insight you have gained over the past week, write a short Technical Report to discuss the issues below.
Your completed reportâ€™s text should be around four A4 pages in length (excluding screen dumps, images and tables). Use the specifications for layout and formatting of your Technical Report, given to you (f004).
1. Why is it important to do performance measurement in marketing?
2. Refer to the SurveyMonkey questionnaire you have built in a previous exercise.
2. a) Create a new questionnaire, using the skeleton you have built already. It should contain a title page and 10 questions, which you could use in a branding measurement exercise. Choose any well-known brand for this exercise. See the guidelines given below.
2. b) Distribute the Web collector address for this questionnaire to at least 10 users, who should complete your questionnaire. You could include your tutor as a user in your list.
2. c) Use the built-in graphing of SurveyMonkey to screen-dump any four sets of results from your questionnaire. Insert these into your report, and interpret them in your own words. What are the trends you notice? If there are no trends visible, why not?
NOTE: the interpretation of the graphs is the most important section here â€“ not the graphs themselves.
GUIDELINES:
2. d) Create a title page like the ones in the two example questionnaires you have access to. The title page should list the following points:
- exactly what the purpose of the questionnaire is
- what the brand is all about
- the fact that your questionnaire is anonymous
- no data collected will be shared or sold to any company or individual, etc etc
- how long approximately, in minutes, it will take to complete
- the tile page must be a page on its own, with a "Next" or "Continue" button at the bottom, leading to a new page containing the questions.
2. e) Use the first 3 or 4 questions for demographics, like: gender, age, location etc. These demographic questions must be alone on your second page.
2. f) Use the remainder of the questions for the really important points: Are they familiar with this brand? How do they feel when they see an advertisement about it? If they do not like the brand, what caused the dislike? Do they prefer other brands above this one â€“ Why? Use a third page of your questionnaire for the last questions.
2. g) You should use different question types, depending on the type of answer you want. For example: for Gender, use a 2-option mutually exclusive button-click question. When you ask for an opinion, use a free-form textbox. When you ask for an age, provide 4 or 5 options with a scale (below 20, 21 to 30, 31 to 39, etc).
2. h) For this sub-question, paste the URL of your questionnaire in your report.
3. Use GBY to identify the worldâ€™s top 10 brands for 2015. You could do this globally, or for any country of your choice. List them, and discuss any two of your choice, noting your personal view and opinion of these brands. Also note how you have been influenced (or not influenced?) by any marketing done for these brands.
4. Provide screen-dumps of any advertising campaign (one product/email is enough) done through email, which you have received without asking for those emails. Briefly discuss how you have experienced this email/s.
5. Consider the figures provided in f963. These figures were taken from the analytics of a live website, using AWStats, on Tuesday 8 September 2015. Answer the questions below, based on these figures.

Figure 1:
5. a) Why is the figure for September lower than all other months?
5. b) Consider March 2015: the number of visitors is not the highest of all months, but the bandwidth consumed is almost the highest of all months. What could cause this?
5. c) For the period shown, what is the average number of pages per visit?
5. d) Calculate the ratio of hits to page views. What does your answer imply, in terms of server requests?
Figure 2:
5. e) What is the pattern visible here, in terms of days of the week?
5. f) Which day of the week has the highest ratio of hits to page views?
Figure 3:
5. g) What pattern is visible here, in terms of hour of the day?
Figure 4:
5. h) Which search engines from the top five (globally â€“ see f005) have crawled this website?
5. i) What is MJ12bot? Write two paragraphs about this crawler.

Based on the knowledge and insight you have gained over the past we...