本文是2014年ESOMAR（歐洲民意和市場研究協(xié)會）的全球報價研究問卷中的虛擬項目部分。我們可以通過這7個虛擬項目的要求和設(shè)計方法，了解全球的市場研究主流項目類型以及主流研究項目方法設(shè)計。

       分享給大家，英文原版內(nèi)容附在最后。

 

 

Project 1 - 針對巧克力產(chǎn)品的消費者調(diào)查

樣本量：500（該產(chǎn)品使用者）

特殊需求：每個受訪者接受25分鐘的訪問

• 入戶訪問

• 定點攔截訪問

•  電話訪問（保證一定手機(jī)使用率）

• 線上平臺

 

Project 2 - 關(guān)于洗衣粉的持續(xù)跟蹤調(diào)查

 

樣本量：1000（全職太太）

特殊需求：每周50名受訪者，持續(xù)20周。每個受訪者接受20分鐘的訪問

• 入戶訪問

• 定點攔截訪問

• 電話訪問（保證一定手機(jī)使用率）

• 線上平臺

 

Project 3 - 電腦輔助的廣告投放測試

 

樣本量：100（該產(chǎn)品使用者）

特殊需求：每個受訪者接受10分鐘的訪問

• 電腦輔助的定點攔截訪問

• 線上平臺

 

Project 4 – 關(guān)于金融服務(wù)行業(yè)的座談會

4個由指定金融行業(yè)用戶組成的討論組

• 面對面線下座談會

• 線上視頻座談會

 

Project 5 – 在線研究社區(qū)

       該項目需要考慮兩個部分的報價，一個長期社區(qū)、一個短期社區(qū)。這個在線社區(qū)中將會使用當(dāng)?shù)卣Z言進(jìn)行訪問，無需考慮翻譯的費用。

長期社區(qū):

一個持續(xù)12個月的基礎(chǔ)研究社區(qū)，將從客戶的零售鏈數(shù)據(jù)庫中選擇4000名顧客。包括以下項目：

• 客戶品牌

• 客戶將作為觀察者登陸社區(qū)

• 每周的趣味小投票

• 在線討論

• 12個定性研究項目，4個在線定量研究項目

• 每周定期更新報告，增加短小的陳述以及表格

• 訪問可以采用電話或者網(wǎng)絡(luò)的方式

• 客戶將會提供小禮品送給受訪者

 

短期社區(qū):

一個持續(xù)6個周的基礎(chǔ)研究社區(qū)，將從客戶的零售鏈數(shù)據(jù)庫中選擇200名顧客。包括以下項目：

• 客戶品牌

• 客戶將作為觀察者登陸社區(qū)

• 每周的趣味小投票

• 在線討論

• 4個定性研究項目，4個在線定量研究項目

• 每周定期更新報告，增加短小的陳述以及表格

• 訪問可以采用電話或者網(wǎng)絡(luò)的方式

• 客戶將會提供小禮品送給受訪者

 

Project 6 – 關(guān)于IT硬件的B to B研究

 

樣本量：200（負(fù)責(zé)IT硬件采購的高管）

特殊需求：每個受訪者接受15分鐘的訪問

• 電話訪問

• 在線訪問

        該項目要求代理公司自行尋找部分電話或線上受訪者。

 

Project 7 – 手機(jī)用戶滿意度調(diào)查

 

樣本量：200（智能手機(jī)擁有者）

特殊需求：該項調(diào)查使用智能手機(jī)進(jìn)行，5分鐘之內(nèi)在線完成。

 

商務(wù)費用：需要明確平均每天客戶需要支付的初、中、高級研究員的研究費用，以及合同之外的項目陳述的報價。

 

 

ESOMARGLOBAL PRICES STUDY 2014

 

PROFORMAPROJECT SPECIFICATIONS

 

This document outlines specifications for seven ad hocsurveys for which quotations are requested.

 

SUMMARY

 

Project 1 - A usageand attitude survey on a chocolate confectionery product

Sample: a quota sample of 500 regular users of theproduct.

Quotations are requested for a 25 minute interview:

-      Face-to-faceinterviews in home

-      Face-to-faceinterviews at central locations in urban areas

-     Telephoneinterviewing (with the correct proportion being via mobile)

-      onlineaccess panel

 

Project 2 - Atracking study on washing powders

Sample: a quota sample of 1,000 with housewives; 50interviews for each of 20 consecutive weeks (50 x 20).

Quotations are requested for 20 minute interviews:

-      Face-to-faceinterviews in home

-      Face-to-faceinterviews at central locations in urban areas

-      Telephoneinterviewing (with the correct proportion being via mobile)

-      onlineaccess panel

 

Project 3 - Acomputer assisted advertising pre-test

Sample: three matched quota samples of 100 adults whoare regular users of the product. 10 minute interviews:

-      Computerassisted at central locations in urban areas

-      onlineaccess panel

 

Project 4 – Groupdiscussions on common finance/banking services

Four group discussions amongregular users of certain specified common finance/banking services.

-      In-persongroup discussions

-      onlinefocus group discussions

 

Project 5 – ResearchCommunity

This project calls for twoquotes, a short term community and long term one. Please quote for one or both.The community will be conducted in a local language and there will be notranslations required.

 

Long term:

A private research community, tolast 12 months, of 4000 customers of a national retail chain, drawn from theclient’s database. Included in the project are:

-      Clientbranding

-      Clientlogins to act as observers

-      Weeklyfun polls

-      On-goinguser generated discussions

-           12 surveys and 4 onlinequalitative research projects

-           Weekly updat reportand telephone call, plus a short presentation and tables for each of thesurveys and qualitative projects

-      Meetingswill be via telephone or webinar as appropriate

-      Incentivesprovided by client and administered by the agency

 

Short term:

A private research community, tolast 6 weeks, of 200 customers of a national retail chain, drawn from theclient’s database. Included in the project are:

-      Clientbranding

-      Clientlogins to act as observers

-      Weeklyfun polls

-      On-goinguser generated discussions

-           4 surveys and 4 onlinequalitative research projects

-           Weekly updat reportand telephone call, plus a short presentation and tables for each of thesurveys and qualitative projects

-      Meetingswill be via telephone or webinar as appropriate

-      Incentivesprovided by client and administered by the agency

 

Project 6 – Businessto business survey on IT hardware

Sample: 200 executives responsible for authorising IThardware acquisitions from a sample list of 2,000, including telephone numbersand e-mail addresses, supplied by client. Interview lasts 15 minutes.

-     Telephoneinterviewing

-      online interviewing

 

The project also asks for telephone and online interviewingquotes based on the agency having to find their own sample.

 

Project 7 – Mobilecustomer satisfaction study

Sample: 200 owners of smartphones. Email addressessupplied by client. The research is conducted as a 5 minute online survey,completed on the smartphones.

 

Commercial tariffs- How much clients are charged per day for time spentworking by junior, mid-ranking and senior researchers. Also commercial ratesfor an uncontracted presentation.

 

 

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