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全球市場(chǎng)研究都是怎么做研究設(shè)計(jì)的?

放大字體  縮小字體 發(fā)布日期:2015-01-29  來(lái)源:零點(diǎn)研究咨詢  作者:江楓  瀏覽次數(shù):868
核心提示:本文是2014年ESOMAR(歐洲民意和市場(chǎng)研究協(xié)會(huì))的全球報(bào)價(jià)研究問(wèn)卷中的虛擬項(xiàng)目部分。我們可以通過(guò)這7個(gè)虛擬項(xiàng)目的要求和設(shè)計(jì)方
 本文是2014年ESOMAR(歐洲民意和市場(chǎng)研究協(xié)會(huì))的全球報(bào)價(jià)研究問(wèn)卷中的虛擬項(xiàng)目部分。我們可以通過(guò)這7個(gè)虛擬項(xiàng)目的要求和設(shè)計(jì)方法,了解全球的市場(chǎng)研究主流項(xiàng)目類型以及主流研究項(xiàng)目方法設(shè)計(jì)。

       分享給大家,英文原版內(nèi)容附在最后。

 

 

Project 1 - 針對(duì)巧克力產(chǎn)品的消費(fèi)者調(diào)查

樣本量:500(該產(chǎn)品使用者)

特殊需求:每個(gè)受訪者接受25分鐘的訪問(wèn)

  • 入戶訪問(wèn)

  • 定點(diǎn)攔截訪問(wèn)

  •  電話訪問(wèn)(保證一定手機(jī)使用率)

  • 線上平臺(tái)

 

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(gè)受訪者接受20分鐘的訪問(wèn)

  • 入戶訪問(wèn)

  • 定點(diǎn)攔截訪問(wèn)

  • 電話訪問(wèn)(保證一定手機(jī)使用率)

  • 線上平臺(tái)

 

Project 3 - 電腦輔助的廣告投放測(cè)試

 

樣本量:100(該產(chǎn)品使用者)

特殊需求:每個(gè)受訪者接受10分鐘的訪問(wèn)

  • 電腦輔助的定點(diǎn)攔截訪問(wèn)

  • 線上平臺(tái)

 

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

4個(gè)由指定金融行業(yè)用戶組成的討論組

  • 面對(duì)面線下座談會(huì)

  • 線上視頻座談會(huì)

 

Project 5 – 在線研究社區(qū)

       該項(xiàng)目需要考慮兩個(gè)部分的報(bào)價(jià),一個(gè)長(zhǎng)期社區(qū)、一個(gè)短期社區(qū)。這個(gè)在線社區(qū)中將會(huì)使用當(dāng)?shù)卣Z(yǔ)言進(jìn)行訪問(wèn),無(wú)需考慮翻譯的費(fèi)用。

長(zhǎng)期社區(qū):

一個(gè)持續(xù)12個(gè)月的基礎(chǔ)研究社區(qū),將從客戶的零售鏈數(shù)據(jù)庫(kù)中選擇4000名顧客。包括以下項(xiàng)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(gè)定性研究項(xiàng)目,4個(gè)在線定量研究項(xiàng)目

  • 每周定期更新報(bào)告,增加短小的陳述以及表格

  • 訪問(wèn)可以采用電話或者網(wǎng)絡(luò)的方式

  • 客戶將會(huì)提供小禮品送給受訪者

 

短期社區(qū):

一個(gè)持續(xù)6個(gè)周的基礎(chǔ)研究社區(qū),將從客戶的零售鏈數(shù)據(jù)庫(kù)中選擇200名顧客。包括以下項(xiàng)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(gè)定性研究項(xiàng)目,4個(gè)在線定量研究項(xiàng)目

  • 每周定期更新報(bào)告,增加短小的陳述以及表格

  • 訪問(wèn)可以采用電話或者網(wǎng)絡(luò)的方式

  • 客戶將會(huì)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(gòu)的高管)

特殊需求:每個(gè)受訪者接受15分鐘的訪問(wèn)

  • 電話訪問(wèn)

  • 在線訪問(wèn)

        該項(xiàng)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(xiàng)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(fèi)用:需要明確平均每天客戶需要支付的初、中、高級(jí)研究員的研究費(fèi)用,以及合同之外的項(xiàng)目陳述的報(bào)價(jià)。


 

 

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.

 

 

嘚吧一下

你對(duì)本文章評(píng)價(jià)如何呢?來(lái)打個(gè)分,1-5分,很滿意是5分,很不滿意是1分,直接回復(fù)吧。

另外,你想對(duì)以上的哪些研究設(shè)計(jì)方法感興趣呢?在線社區(qū)?電話訪問(wèn)?定點(diǎn)攔截?可以告訴小零,后期會(huì)根據(jù)大家的需要提供定制化文章O(∩_∩)O。

 
 
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