香港4A基础培训完整版广告培训2和目标.docVIP

香港4A基础培训完整版广告培训2和目标.doc

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PAGE / NUMPAGES Lesson 17:Market Research (II) ? TYPES OF RESEARCH/ METHODOLOGY ? What are the types of research/ methodology available?b5E2RGbCAPklfHYJ6cEUqPAsthvQVFNqwK3w9lbpXh3ITFLbTLbiyTdmvcyAblHU2UOvErzK0eX9MRyOvkWatvRDwH1XMAeBz8GZ。 ? There are 3 basic kinds of research: ???????? A. ‘Desk’ or Secondary Research ???????? The files/ sales records/ company data ???????? Government/ trade associations/ media/ librariesp1EanqFDPwH97TYYioVMLhgXsH62GIu3yZxXq9T5C3MQatakR5lNPVd7KGIFjDX62DB8m0x8vP9HvqMZxLaBnGeCMpcJrdLZ6FOx。 ???????? Competitors/ suppliers customers ???????? Trade fairs/ conference/ seminars ???????? Published and subscription services ? ???????? B. Field or Survey Research ???????? (I) Quantative ad hoc surveys ???????? Personal/ mail/ telephone interviews ???????? Product testing ???????? Name/ pack/ price testing ???????? Pre and post advertising testing ???????? Usage, purchasing, opinion and attitude surveysDXDiTa9E3d4X06YdvAcE5JXrr8HesMbHzf2oIYBLiPuZrhzuQpvj6YdTZbRLsUch1mnK4AvxZqlffYZazdo3gRBB18ow6QjoCdX4。 ???????? Market segmentation ???????? Distribution and stock checks ???????? Dealer opinion surveys ???????? Corporate images ???????? Model building ? ???????? (II) Qualitative Research ???????? Internal briefings/ brainstorming ???????? Unstructured in-depth interviews (retail/ consumer/ industrial)RTCrpUDGiTqLSiYsINswpcEWqziqdPSkAuwPZNjrYBd7I5YEPIFOm0eFfG1QBcss16anM9sVt1xOYxdkBEBu93XAgRAjLtQM9K5C。 ???????? Group discussions ???????? Observational studies ???????? Pilot surveys (to explore a new product or geographical market in order to identify the main dimensions, and to develop hypotheses for quantification)5PCzVD7HxANzKvYHUZJoKElqo0TCYSyXCK1ghB17EoWfZTmON2PkD2erubaVKuIE1PX0uIqjXBJmH5rvD5PV2ekzwzM6q6naFid9。 ? ???????? C. Syndicated Services ???????? Retail audits ???????? Consumer panels ???????? Omnibus surveys ???????? Media surveys ? Types of research/ methodology commonly used by advertising agencies:jLBHrnAILganCIYX7c0g462VnruPJWfBDZvHz

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