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

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Programs involved in the Market Analysis

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:

• Market Analysis: Data of the bookings that have been carried out within the market analysis.
• Market Analysis Parameter List: List of the current settings of the Market Analysis Parameters.
• Market Analysis Positions: List of the market analysis positions; classified by individual data records.
• Market Analysis Position List: List of all or selected bookings that have been included in the market analysis.
• Market Analysis Position Overview: Short overview of all or selected bookings that have been included in the market analysis.

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Market Analysis Procedure in the Sales Program

You book and close the receipt via the payment type key. The following (max. possible) questions will be displayed on the screen / display subsequently:

1. Post Code ( 0-99999)*
   Post code of the customer’s residence
2. Prospect no. ( 0-99)*
   Prospect (has the customer received a brochure yes / no?)
3. Age ( 0-99)*
   The customer’s age
4. 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.

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Important Notes on the Market Analysis and its Settings

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.

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Evaluation of the Analysis Data

1. 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).
2. In the window Receipt Transaction, there are two reports:
• Market analysis position list
• Market analysis position overview

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Possible Errors / Error Messages:

• 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".

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D-10587 Berlin

Germany