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The Number of Facebook users is increasing by 17% every year. Currently, 1.18 billion people visit Facebook every day for at least 20 minutes, which made Facebook one of the most efficient advertising platforms.
ACT was interested to in the number of Facebook users in Tbilisi and if it is used for finding their favourite products.
The survey revealed that 59% of Tbilisians use Facebook. It is especially popular among youth of the age 18-24. Absolute majority of this age group are Facebook users (94%).
The study also showed that using Facebook for finding a favourable product is quite a common practice; 48% of consumers have this habit. One fifth of consumers (19%) has bought the desired product after seeing the ad on Facebook (at least once).
*ACT conducted the survey in October, 2016. Through random sampling method, 400 adult residents of Tbilisi were interviewed. Statistical error of the data does not exceed 4.9%, interviewing method – face-to-face interviews.
After the visa-free travel becomes effective, Georgian citizens will be able to travel to European/Shengen countries without any visa.
In accordance with the study conducted by ACT in October, absolute majority (97%) of Tbilisi population has heard about the visa liberalization of Georgia. 61% of Tbilisi population, in case of visa free travel, would like to visit European countries. 18% of Tbilisi residents would go to Italy, 17% to France and 14% to Germany.
It shall be mentioned that 25% of Tbilisi residents have already been in various European states, among them, 11% has visited Germany and 7-7% - Italy, France and Czech Republic.
The below-given photo shows the countries named by Tbilisi population along with percentages (in some cases, one respondent named several countries).
*ACT conducted the survey in October, 2016. Through random sampling method, 400 adult residents of Tbilisi were interviewed. Statistical error of the data does not exceed 4.9%, interviewing method – face-to-face interviews.
Almost 30 years ago, young Joe was asked if he was planning to vote in an upcoming election. Many others were asked the same question. The results were surprising. Those who were asked if they were going to vote were significantly more likely to do so than the rest of the population. Simply asking an intention question appeared to drive behaviour (Greenwald, Carnot, Beach, & Young, 1987).
This phenomenon is known as the Question-Behaviour Effect. Asking a question about future behaviour influences the performance of that future behaviour (Morwitz & Fitzsimons, 2004).
If asking a question influences future behaviour, the question-behaviour effect must be considered in market research. In this article, we consider the question-behaviour effect in terms of the Net Promoter Score (Reichheld, 2003). The Net Promotor Score asks: How likely are you to recommend our company to a friend or a colleague?. Participants are then put into one of three categories:
How Does The Question-Behaviour Effect Work?
Participants in market research have already been shown to change their behaviours after being asked questions about their purchase intent (Morwitz, Johnson, & Schmittlein, 1993). In this research, participants in an experimental group were asked questions about their intent to buy a high-ticket item (an automobile), a mid-ticket item (a computer), and low-ticket items (household goods). These participants were significantly more likely to purchase these items in the next six months than those participants in the control group. Simply asking participants about their intent to purchase increased the likelihood that they would purchase these items in the near future. Taking this into account, it is highly probable that the Net Promoter Question will also influence participants’ behaviour.
To determine how the Net Promoter Question will influence the behaviour of participants in market research, we must understand how asking questions influences attitudes that drive behaviour. There are two main theories that explain how the question-behaviour effect influences behaviour:
Anecdotal evidence appears to show that Promoters who are asked the Net Promoter Question will be more likely to recommend the company in future. Promoters hold positive attitudes towards the company and accessibility of these attitudes will increase by asking the Net Promoter Question (Morwitz et al., 1993). With accessible attitudes, Promoters will be more likely to engage in attitude-consistent behavior and recommend the company to friends or colleagues (Fazio et al., 1989); and these Promoters are likely to recommend the company long after the research has been completed, as positive question-behavior effects can last up to six months after the question is asked (Spangenberg, 1997). Accordingly, the Net Promoter Question can positively influence participants’ behavior!
However, there is a big Detractor-shaped elephant in the room. Detractors hold negative attitudes towards the company (Reichheld, 2003), and the accessibility of these negative attitudes will increase following the Net Promoter Question! Fortunately, increasing the accessibility of attitudes has a greater effect on participants with positive attitudes (Morwitz & Fitzsimons, 2004); and increasing the accessibility of the brand’s label has a further positive effect on the future behavior of Detractors. Accordingly, the Net Promoter Question has a net positive-effect on behavior and leaves participants of customer loyalty surveys motivated to recommend the company to friends, family, and colleagues!
B2B International is the largest business-to-business market research firm with offices across Europe, North America and Asia. The company serves a wide range of sectors from traditional heavy industry to financial and business services, and it counts 600 of the world’s largest 1,500 companies among st its client base.