市场调查的英文课件.pdfVIP

Marketing Research Insights 22 Visual Displays by Kathryn Korostoff and Michael Lieberman © 2009 by Kathryn Korostoff Michael Lieberman Copyright holder is licensing this under the Creative Commons License, Attribution 3.0. /licenses/by/3.0/us/ Please feel free to post this on your blog or email it to whomever you believe would benefit from reading it. Thank you. 2 Contents Page Introduction……………………………….. 4 Research Process………………………...5 Customer Satisfaction/Unmet Needs…...8 Competitive Analysis…………………….. 15 Win/Loss Research ………………………. 19 Brand Awareness Equity……………… 22 Brand Position……………………...… 27 Segmentation………………………… 33 About the Authors …………………….….. 37 3 Introduction A picture is worth a thousand words. A graphic is worth more. Understanding topical relationships between cause and effects is a vital marketing research reporting requisite. A good researcher presents clear, actionable results, the best approaches to the marketing challenge the client must solve—the answer. Often the most effective method for conveying these results are visual. Marketing research graphics can deliver insights into almost all marketing strategies and activities. In some cases, standard pie charts and bar graphs are sufficient. But in our experience, such standard visual displays are overused and simply don‘t tell enough of a story to have impact. To really convey the ―so what‖ results from a primary research study, something more is needed. This volume is a concise overview intended to showcase compelling marketing research