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Market Contact Audit is a research tool, which measures the effectiveness of various contacts in a category using a common method and a common unit. Therefore it provides a yardstick to understand which are the key contacts that drive the category, which contact points are working better for the brand and which are the ones where money should be saved. It is a planning process that helps in rationalizing and prioritizing the marketing and media spends. The Market Contact Audit measures how successfully brands use marketing communications to connect with consumers in two ways. First it recognizes that some contacts are more influential than others. So it measures the Contact Clout Factor – or contact influence for the important contacts in a given category and market.〔()〕 Then it recognizes that some brands execute better than others, so it measures Brand Experience for each brand in the category and market, by the degree to which consumers recall encountering brands in a contact. ==Outline of the MCA Research Method== In summary, via consumers’ interviews, using monadic cards each with a contact description in consumer language, two interview techniques are used to ascertain the three intrinsic values of contacts for a given product category and market: * The “Process of Elimination” is used to develop the Information and Attractive Values of contacts to ascertain their cognitive and emotive influence,〔The New Positioning, by Jack Trout and Steve Rivkin, McGraw-Hill, 1996〕 * The contacts that are high in either Information or Attractive Value, or both, is then rank-ordered by their importance using the “Just Noticeable Difference” system. This ascertains their Power Value, or their behavioral influence,〔Thurston, 1927〕 Additionally, the survey asks consumers to associate Brands competing in the category with the screened Contacts to measure the perceived weight of brands’ activities relative to competition. (The questionnaire takes approximately 25 minutes in face-to-face interviews, and has been validated across a variety of fieldwork techniques - from face to face to self-administered on-line questionnaire - The questionnaire is well suited to be included in standard brand surveys such as U&A, Awareness and Image studies, etc. and relate them to the universe of contact). In 1998 the MCA Method was widened by the discovery of a way to merge the three intrinsic values of a contact into a single indicator, via a series of algorithms. The merging of the three values into one generates a new indicator, the Contact Clout Factor (CCF).〔(【引用サイトリンク】title=ARF : The Research Authority : First Opinion )〕 The CCF score thus indicates the effectiveness of a contact by its capacity to influence attitudes relative to the other contacts screened. Besides permitting the prioritization of contacts by their measured effectiveness, the CCF also enables the creation of a currency for the comparison of effectiveness and competitiveness of Brand Activities. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Market Contact Audit」の詳細全文を読む スポンサード リンク
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