Market Analysis- General Description
Market analysis means that (all or selected) customers are
asked questions about their residence area, age etc. after the booking
transaction. The answers are stored via the terminal system.
The following description deals with:
- Programs
involved in the Market Analysis
- Market
Analysis Procedure in the Sales Program
- Important
Notes on the Market Analysis and its Settings
- Evaluation
of the Analysis Data
- Possible
Errors / Error Messages
1.
The basic precondition for the creation of a
market analysis is that the option Market Analysis is activated
in the window Terminal Type (sub-window Add.Data 2).
2.
Additionally the customer sale option (e.g.
Postcode, Prospect, Age and Sex) must be activated (see Application ->
Organisation -> Market analyse
parameter .
3.
Further, the market analysis parameters are to
be defined. Call up the update window via Branch
-> Market analysis Parameter. The parameters
regulate the input options within the sales program. Via these entries you can
limit the customers to be queried. You can e.g. limit the customers to be
queried to a particular age group or query female customers only. The entries
made by you will be displayed during the corresponding queries.
4.
In the area of market analysis, the following
report programs are available:
You book and close the receipt via the payment type key.
The following (max. possible) questions will be displayed on the screen /
display subsequently:
- Post Code ( 0-99999)*
Post code of the customer’s residence
- Prospect no. ( 0-99)*
Prospect (has the customer received a
brochure yes / no?)
- Age ( 0-99)*
The customer’s age
- Sex (0-2)
0=? 1=Male 2=Female
The customer’s sex (0 = no
statement, e.g. if the questions are not answered).
* The values put in brackets are either default values or the entries you
made in the window Market Analysis Parameter.
The answers are to be entered via the number block and
confirmed with "ST":
- The questions 2-4, as they are configured
by default, are currently evaluated in France only. However, if one of the
questions is not interesting for you, you can give it another meaning and
evaluate it according to your interests.
- If the customer does not want to answer
the question, answer the first question by pressing the <C> key. The
market analysis will then be cancelled. These bookings will not be
included in the market analysis and thus not in the various analysis
reports.
- You can correct an already given answer
by pressing the <C> key until the question to be answered is
displayed again. This requires, however, that you work with 4 questions
and have not overwritten a part of them in the UiText.
- Questions can be skipped or totally cancelled.
- An example of the parameter settings, or
of the customer interview, can be found in the program description of the Market Analysis Parameters.
You can leave out questions
- by entering
"0" and confirm with "ST". The next question will then be displayed directly. (Exception:
The "0" for "Sex". The question answered in this way
stands for “no statement”.)
You can cancel
questions totally:
- You can cancel questions that are irrelevant to you by deleting
the translated text in the file with the program System -> User interface
-> Form text for the form "Sales" in the appropriate language for
the field names listed below.
- 1, Sales, MAAge, Age
- 1, Sales, MAPostCode, Post code
- 1, Sales, MAProspect, Prospect
- 1, Sales, MASex, 0=? 1?male 2=
female
- Alternatively, these translated texts can
also be deleted in the UiText file for the language concerned. Details on
the UiText file can be found under UiText; the numbers of the
languages are listed under Embedding a new Language in the MICROS Retail OSCAR POS
Application.
4. Evaluation of the Analysis Data
- In the window Branch,
there is a Report called Market Analysis (menu Report ->
Statistics Turnover -> Market Analysis) which reflects the post codes
and the data of the booked items (among others).
- In the window Receipt
Transaction, there are two reports:
- Market analysis position list
- Market analysis position overview
- If one of the entries mentioned above is
not made, the corresponding question will not be asked.
- If you activate the option "Market
analysis" but do not define any parameters, the system reports:
"No market analysis parameters".
- With wrong entries (e.g. a letter has
been entered instead of a number, or the entered value is beyond the Default
number range), the following messages will appear:
- "PLZ ungültig"
Post code invalid
- "Interessent. ungültig"
Prospect# invalid
- "Alter ungültig"
Age invalid
- "Geschlecht ungültig"
Sex invalid
- If the values exceed the entry range defined
by you, the following message will appear:
- "Eing. Fehler Marktanalyse Para."
Inp. Error marketing parameter
- If you activate the option Market Analysis in the
window Terminal Type, default values will be set automatically – if
you have not entered them manually – in the window Market Analysis Parameter. If these parameters
do not exist, (e.g.. if you deleted the automatically generated values and
have not entered new ones), the system reports "No marketing
parameter".
MICROS Retail Deutschland GmbH
Salzufer 8
D-10587 Berlin
Germany