广告调研的步骤与方法 .pptxVIP

;Gallup Ogilvy;In his book, Ogilvy on Advertising (1983), Ogilvy pointed out that researchers take much longer time than others do when they are asked to solve simple problems. However, Gallup was an exception. When Eisenhower at White House called Gallup one evening at 6, he wanted to know publics opinion about important issue of foreign policy. The output had to be done by 8 the next morning. Gallup called six brain trusters and made three questions. Then they called upon six interviewers respectively and each interviewer conducted a survey with ten people each. The interview results were g