文档介绍：什麽时候做什麽调查?When to research?Prepared by:Prepared by:Jean LinJean LinPrepared on:Prepared on:March 23, 1995March 23, 1995有系统地做调查有系统地做调查可以帮助广告活动的发展和评估五大阶段Five Stages阶段一Stage 1Stage 1阶段二Stage IIStage II阶段三Stage IIIStage III阶段四Stage IVStage IV阶段五Stage VStage V市场状况分析市场状况分析Situation AnalysisSituation Analysis推论,说什麽推论,说什麽What to say to whomWhat to say to whom怎麽说怎麽说How to sayHow to say已完成的广告评估已完成的广告评估Evaluation of Finished AdEvaluation of Finished Ad广告效果广告效果Campaign EffectivenessCampaign Effectiveness调查方法Research Methodology定量定量QuantitativeQuantitative选择选择SelectionSelection定位定位((质化质化))QualitativeQualitative修正,协助发展修正,协助发展Refine & DevelopRefine & DevelopSurveySurvey调查调查CLTCLT定点调查定点调查Street InterceptStreet Intercept街头拦截街头拦截In-home placementIn-home placement留置问卷留置问卷In-depth interviewIn-depth interview深度访谈深度访谈Focus Group DiscussionFocus Group Discussion消费者座谈会消费者座谈会DESK RESEARCHDESK RESEARCHQUALITATIVEQUALITATIVE质化质化MARKETING RESEARCHMARKETING RESEARCH市场调查市场调查FIELD RESEARCHFIELD RESEARCHQUANTITATIVEQUANTITATIVE量化量化CONSUMERCONSUMER消费者消费者TRADETRADE零售商零售商??ATTITUDES & REACTIONSATTITUDES & REACTIONS态度态度//反反应应??MOTIVATIONMOTIVATION动机动机??CONCEPTCONCEPT概念概念??PACKAGINGPACKAGING包装包装??ADVERT IDEASADVERT IDEAS广告创广告创意意?IMAGE PERCEPTIONS形象的认知??CONSUMER PANELCONSUMER PANEL消费者消费者??PRODUCT TESTPRODUCT TEST产品测试产品测试??CONCEPT + PROD TESTCONCEPT + PROD TEST概念测试概念测试??USAGE & HABITUSAGE & HABIT使用习惯使用习惯??PACKAGING TESTPACKAGING TEST包装测试包装测试??ADVERT TESTADVERT TEST广告测试广告测试?MARKET TEST市场测试??IMAGE TESTIMAGE TEST形象形象测试测试??SHOP AUDIT SHOP AUDIT 店头调查??DISTRIB CHECKDISTRIB CHECK铺货检验??ETCETC行销需求行销需求??了解整体状况,辨识问题点及机会了解整体状况,辨识问题点及机会点。点。??详读所有的现存资讯和调查详读所有的现存资讯和调查??影响本品牌未来发展的因素有哪影响本品牌未来发展的因素有哪些?些?调查的贡献调查的贡献??提供现有调查资讯的完整分析提供现有调查资讯的完整分析??帮助解释现存资料帮助解释现存资料?又为补充目前资讯的不足,应做什麽调查?第一阶段: 市场状况分析Stage I: Situation Analysis行销需求行销需求??定义主要目标群定义主要目标群??找出本品牌最能打动消费者的卖点找出本品牌最能打动消费者的卖点??最重要的一个阶段最重要的一个阶段调查的贡献调查的贡献??能帮助定义市场的目标群区隔能帮助定义市场的目标群区隔((Segmentation studies)Segmentation studies)??了解消费者动机了解消费者动机((Motivation)Motivation