One, the nature of the market survey
Market research, some writings called advertising survey, in order to avoid confusion with the "advertising effectiveness survey", we may wish to say straight some, known as market research. Market research, that is, the use of scientific methods to systematically collect, record, organize and analyze information about the market, so as to understand the current situation and trends of market development and change, for business decision-making, advertising planning, advertising writing to provide a scientific basis.
Market research is characterized by systematic, that is, in the guiding ideology, adhere to the systematic point of view, the impact of enterprise development, advertising planning factors as an organic system, focusing on the study of the intrinsic link between the various factors, from the interactions of the factors to grasp the trend of changes in market demand and the laws of motion. Market research also has the characteristics of science.
Expressed in two ways:
First, from the attitude that market research to analyze and judge the market situation, can not rely on personal experience or subjective speculation, but by virtue of the means of investigation, based on a large number of materials to reach a conclusion;
Secondly, from the function of the market research is the main link in the development of enterprises. Through market research, you can understand the actual situation of supply and demand in the market, summarize the experience of the implementation of business plans, to find out the problems so that enterprises can overcome the shortcomings and improve business management. From this point of view, market research is an important symbol of the management concept from experience management to scientific management.
More importantly, market research is the scientific means of advertising planning and positioning. Before the formal production of advertising, advertising producers must have a clear outline of the following issues in mind: the product situation, the socio-economic situation, social and cultural characteristics, social psychology, consumer psychology, consumer attitudes, etc., only on this basis to create the ads, only targeted to get good results, and to master the material, you must rely on market research.
Second, the method of market research
The method of market research is divided into two kinds of observation and questionnaire method.
(A) observation method
Observation method refers to the investigation method of first-hand information obtained through direct observation. Market researchers directly to the store, ordering, exhibition, consumers are more concentrated places, with the help of cameras, tape recorders, or directly with the way of recording, immersive observation records, so as to obtain important market information. The advantage of the observation method is that it can collect information objectively and can focus on understanding the problem. The disadvantage is that many issues can not be observed, such as the interest of the respondents, preferences, psychological feelings, purchase motives, attitudes, views and so on.
(II) questionnaire method
Questionnaire method refers to the design of the questionnaire to the respondents to understand the market situation of a method. According to the different ways of questionnaire distribution, can be divided into face-to-face surveys, communication surveys, telephone surveys, leave a survey of four.
Face-to-face survey, that is, in-person survey, according to the pre-designed questionnaire, sequential sequential questioning, so that the respondents to answer.
Correspondence survey, is the questionnaire or questionnaire mailed to the respondents, completed by the respondents to send back a survey method, the shortcomings of this survey: low recovery rate of the questionnaire.
Telephone survey, refers to the pre-designed questionnaire, through the phone to the respondents to ask or ask for advice on a survey method. Its advantage is to obtain information quickly, save time, the response rate is higher; its disadvantage is that the questioning time can not be too long.
Retention survey, refers to the investigator will be questionnaires or questionnaires face to face to the respondents, by the respondents to fill in afterwards, and then by the investigator to agree on a time to retrieve a survey method. This method can leave the respondents with sufficient time for independent thinking, and can avoid being influenced by the investigators' tendentious opinions, thus reducing errors and improving survey quality.
This book focuses on the questionnaire method, the study of this method of investigation, it involves the design of the questionnaire and the questionnaire.
The design of the questionnaire in the "advertising planning" chapter on the market analysis of goods, has been involved, and will not be repeated here, so this chapter mainly describes the design of the market research questionnaire and its contents.
Section 2, the design of the market questionnaire
The market questionnaire refers to the need to investigate the impact of advertising planning, advertising and positioning of the relevant factors and items in the form of questionnaires, questionnaires are designed to improve, directly affecting the survey results.
First, the composition of the questionnaire
A more complete questionnaire is usually composed of the following four parts:
(a) the basic situation of the respondents, including the age of the respondents, gender, education, occupation, address, per capita monthly household income.
(ii) The content of the survey itself refers to the specific items investigated, which is the most important component of the questionnaire.
(c) the questionnaire description of its content mainly includes the purpose and requirements for filling out the form, the respondent notes, the time to hand in the form and so on.
(d) numbering some questionnaires need to be numbered in order to categorize the archives, summary statistics.
Second, the questionnaire questionnaire
In general, the questionnaire has three types of questions: questions and answers, single choice questions, multiple choice questions. It is briefly described as follows:
(a) questions and answers
Direct questions, the question itself does not reveal any implied answer, so that respondents are free to express their views.
For example: 1. Is the quality of xxx brand TV consistent with what it promises in the advertisement?
2. Why did you buy × × brand air conditioner?
3. What do you think of our company's after-sales service?
(B) single choice questions
Generally set each other opposite two answers, let the respondents choose one.
For example: 1. Do you drink soda in summer? (1)Yes(2)No
2. Do you drink soda in winter? (1)Yes(2)No
3. Do you drink soda in spring? (1)Yes(2)No
(C) multiple-choice questions
Generally set more than three answers (the number of answers depends on the situation, can be as many as ten or more), so that the respondents to choose one or more of them.
For example: 1. Under what circumstances do you chew gum? (1) When you are thirsty (2) When you are bored (3) When you are watching a movie (4) When you are on a picnic (5) When you are on a date (6) When you are exercising (7) When you are reading a book (8) When you have bad breath (9) When you are preventing cavities (10) Other (please specify)
2. What brand of gum do you usually chew? (1)Chiran (2)Mengmeng (3)Misty (4)Jojo (5)Wrigley (6)Hobbit (7)Knight (8)Lotte (9)Seagull (10)Little Soldier (11)Little Eros (12)Other(please specify)
3.When you are shopping for a chewing gum, which factors do you take into consideration? (1)Moderately sweet(2)To have flavor(3)Feel good when chewing(4)Beautiful package(5)Can participate in the lottery(6)Containing special flavors(7)Other(please list)
4. (1) Always specify the brand (2) Specify the brand, but do not insist on it (3) Do not specify the brand
In addition to the above three question types, which are the most common, Mr. Turnip et al. believe that there are also the following eight types of questions that can be used:
1. Recall questions
That is, the scope of the recall is explicitly prompted, so that the respondent can answer according to memory. It is mainly used to test the extent to which brand names, company names and related advertisements are remembered by the respondents.
For example, please briefly describe the content of the TV commercial for Sun God Oral Liquid.
2. Re-confirmation questions
That is, some kind of clues, such as drawings, photos, text, names, etc., are prompted in advance, and the respondents are asked to recall and confirm.
For example: the following brands of refrigerators, please draw out the ones you know: (1) Sasong () (2) Ginor () (3) Qindao () (4) Shuanglu () (5) Meiling () (6) Wanbao () (7) Xiangxuehai ()
3. Matching questions
i.e., two types of cues are given, and respondents are asked to find out the correspondences among the cues to find out their level of cognition.
For example, a list of several brands of TV sets and ask the respondents to write down their corresponding prices.
4. Comparison questions
That is, the respondents are asked to compare the brands, trademarks, advertisements, etc. of several products according to the degree of preference.
For example, please compare the advertisements of three products A, B and C.
5.
5. tendency degree questions
That is to say, for a certain product continuous questioning, in order to understand the respondents from the consumption of a brand of goods to the consumption of another brand of commodities, the difference in attitude. This survey method is often used in the investigation of attitudes, opinions.
For example: What brand of beer do you often drink? A: (M) brand.
Currently the best-selling N brand beer on the market, will you continue to buy M brand beer in the future? Yes()No()
Recently, the advertisement of N brand beer promises that there will be a series of prizes, will you still buy M brand beer? Yes()No()
6. Numerical Scale Questions
That is, a sequential categorization of some attribute of the respondent, whereby the respondent can choose between satisfactory and unsatisfactory measures.
For example, after watching a TV commercial for a product, how do you feel about the design of the commercial? (1) Very dissatisfied () (2) Dissatisfied () (3) General () (4) Satisfied () (5) Very satisfied ()
7. Graphic Evaluation Questions
That is, a chart is drawn in advance, so that the respondents can draw symbols on it regarding their subjective feelings to indicate the content of their evaluation.
For example: What do you think of the exterior molding of the xxx refrigerator? (tick mark) very beautiful very unattractive
8. Correspondence rating questions
That is, respondents are asked to indicate their opinions on a rating scale based on pre-specified characteristics.
For example, please rate your impression of the advertisements of Coca-Cola, Seven Happiness, and Jianlibao for three kinds of beverages, as shown in the following chart: advertisement artistry is very strong airtime best appealing to the target audience is very clear advertisement style is very elegant 210-1-2 advertisement artistry is very poor airtime worst appealing to the target audience is very unclear advertisement style is very vulgar
＊See Weiyi and Wang Xi: "Advertising Survey and Design", published in January 1998 by Economics and Management Publishing House. Management Press, January 1998, pp. 78-80.
Third, the method of designing questionnaire questions
If the questionnaire questions are said from the perspective of the content, then the method of setting questionnaire questions is said from the perspective of the approach. According to Mr. Wang Li, there are four methods for reference:
(I) Measurement Scale Method
Since the use of direct interviews for soliciting opinions does not allow us to know the individual's response in terms of attitudes, and sometimes the respondent is not able to express his or her attitudes, the use of the Measurement Scale Method is a more reasonable method. The so-called measurement scale method, also known as the order scale method, is the most widely used in market research and the simplest way to determine the respondent's preference for the question by using the order of precedence and after, e.g.: What brands of toothpaste do you like the most? (Please fill in the order of preference) (1) (2) (3) (4)
(2) Rank Scale Method
In order to measure a person's attitude towards a matter, the Rank Scale Method utilizes different ranks to classify a person's attitude towards a matter, for example, the following question: If a youth store opens near your home, and you are likely to buy from it, the goods listed in the table are the products of that store, and the goods listed in the table are the products of that store, and the goods listed in the table are the products of that store. The goods listed in the table are distributed by the store, please according to the current situation of possible purchases in the appropriate columns to mark "√": the degree of purchase of the product name 1 had often buy 2 occasionally buy 3 had purchased 4 may not buy 5 will never buy frozen pork vegetables instant noodles toilet paper laundry detergent
This is a category of commodities to
In addition, there are also various brands of goods for the determination of the way, such as: the following four categories of goods, please fill in 1.2.3.4 according to the order in which you buy; 1 represents the most frequently purchased, 4 represents the less frequently purchased, such as you have never purchased, according to the order in which you are most likely to buy the number filled in. Dishwashing liquid: white bear easy clean salad off clean king soap: happy bending Mary Cherry shampoo: off Pu green wild shampoo beauty goo hair lang Li fresh fruit juice: Xiang Ji Shi taste full Bailey black pine This method is to determine the purchase status of the brand in the product categories or brand preference status, are measured on a scale of rank.
(3) Indirect Scale Method
In order to collect the attitudes of the general public towards a certain topic, the indirect method is used to collect the possible attitudes towards the matter, and then they are merged and categorized into declarative sentences, which are then ranked in accordance with the two extremes of their attitudes - favorable and unfavorable. This method is known as the Seston Scale, which is illustrated by an example: Shujie toilet paper broadcasts a toilet paper advertisement on TV with "News Extra", how do you feel after watching it? 1. Should be 2. very angry to see and hate 3. feel as if deceived 4. do not like this kind of advertisement 5. advertisement news is too exaggerated 6. a smile does not matter 7. nothing to say 8. advertisement is supposed to be nothing 9. think this kind of advertisement is good 10. pay attention to this advertisement 11. look at it and very much want to buy
In addition to the SciStone scale table, there are also the Lidertscales method ( Lidertscales), which is a method for measuring the size of a tissue. Lidertscales are also used to measure attitudes. Unlike the Cestone scale, which lists possible responses, Lidertscales only states an attitude, and then tests the attitude by distinguishing whether or not one agrees with it on five or seven different scales, e.g., Strongly Agree Agree Agree Undecidedly Disagree Strongly Disagree
(4) Semantic Differences
Semantic Differences are used to measure consumers' impressions of the brand and the company as a whole, and are most frequently used to measure consumers' impressions of the brand and the company as a whole. The semantic differential method is used to measure consumers' impression of a brand and the company as a whole, and is often used in market research. Semantic difference method is to use two adjectives of opposite meanings, the center is divided into a number of intervals as a measure, and then by a number of sets of measurements to form a semantic space, as a way to measure the impression of the method, for example: in your imagination, what is it like to have a family with a washing machine family? Please put a tick mark in the appropriate place according to the meaning of the adjectives at both ends of the table below, to the extent that you think it is appropriate. For example, if a household with a washing machine is a household with a "high standard of education", then put a tick in column (+2), and if you think that a household with a washing machine has neither a high nor a low standard of education, then put a tick in column 0.
＊See Wang Li: "Examples of Famous Foreign Advertisements and Commentary", China Advertising Radio and Television Press, October 1995 edition, pp. 376-378.
Fourth, the design of the questionnaire should be avoided
The design of the questionnaire various types of questions and ask, but also a study, can not be arbitrarily designed, otherwise it will affect the effectiveness of the survey. Therefore, in the design of the questionnaire should avoid the following problems:
(a) Avoid affirmative statements
In the design of the questionnaire, you can not be sure in advance that the respondent has a certain commodity, for example: what brand of automatic razor blade holder you use? Is your home computer compatible or branded? What brand of soda do you like to drink? The correct design approach would be to add "filter" questions before the affirmative questions, e.g., Have you bought an automatic razor blade holder? Has your family purchased a computer? Do you like soda?
(ii) avoid the use of guiding statements
The so-called guiding statements is the question of the use of words is not "neutral", but to the respondents to suggest the direction of the answer, or imply that the investigator's own point of view. For example: × × brand wine, is the past emperor can only enjoy, you plan to buy? ×× suit, is the symbol of man's dashing, do you intend to buy it? ×× brand assisted bicycle can also make the old lady's feet windy, do you intend to buy it? Conclusions generated by such a question will lack objectivity and authenticity.
(C) Avoid the use of vague statements
As the following example of the question belongs to the vague statements: Do you often wear T-shirts? Do you like to wear down jackets? Do you often drink soda? This is a fuzzy way of asking a question to which the respondent is unable to respond, such as "Do you often wear T-shirts?" If a person does not have a T-shirt, he or she can answer: "I don't have a T-shirt". A person who has several T-shirts will not be able to answer. If he answers, "I wear them a lot," that's not true, because it's impossible to wear them in the spring, fall, or winter. If he answered, "Not often," he would be wrong, because he wears them often in the summer. So the correct way to ask is: Do you often wear T-shirts in summer? Do you like to wear down jackets in winter? Do you like to drink soda in summer (or spring or fall)? With this change, the respondents will be able to answer better and the conclusions of the survey will be more accurate.
_______________________________________________________________________________
Market research is the first step in the creation of advertisements, but also an important part of the production of advertising is essential.
The first section of the method of market research
First, the nature of market research
Market research, some writings called advertising survey, in order to avoid confusion with the "advertising effect survey", we may wish to say straight some, known as market research.
Market research, that is, the use of scientific methods to systematically collect, record, organize and analyze information about the market, so as to understand the current situation and trends of market development and change, for business decision-making, advertising planning, advertising writing to provide a scientific basis.
Market research has the characteristics of systematic, that is, in the guiding ideology to adhere to the systematic point of view, the impact of enterprise development, advertising planning factors as an organic system, focusing on the study of the intrinsic link between the various factors, from the interactions of the factors to grasp the trend of changes in market demand and the laws of motion.
Market research also has the characteristics of science. Expressed in two ways: First, from the attitude that market research on the market situation to analyze and judge, can not rely on personal experience or subjective speculation, but by virtue of the means of investigation, based on a large number of materials to reach a conclusion; Second, from the function of market research is the main link in the development of enterprises. Through market research, you can understand the actual situation of supply and demand in the market, summarize the experience in the implementation of the business plan, to find out the problems, so that enterprises can overcome the shortcomings and improve business management. From this point of view, market research is an important symbol of the management concept from empirical management to scientific management. More importantly, market research is a scientific means for advertising planning and positioning. Before the formal production of advertising, advertising producers must have a clear outline of the following issues in mind: the product situation, the socio-economic situation, social and cultural characteristics, social psychology, consumer psychology, consumer attitudes, etc., only on this basis to create the advertisement, is targeted to get good results, and to master the material, we must rely on market research.
Second, the method of market research
The method of market research is divided into two kinds of observation and questionnaire method.
(a) observation method
Observation method refers to the investigation method of obtaining first-hand information through direct observation. Market researchers directly to the store, ordering, exhibitions, consumers are more concentrated places, with the help of cameras, tape recorders, or directly with the way of recording, immersive observation records, so as to obtain important market information.
The advantage of the observation method is that it can collect information objectively and can focus on understanding the problem. The disadvantage is that many problems can not be observed, such as the interests of the respondents, preferences, psychological feelings, buying motives, attitudes, views and so on.
(B) Questionnaire method
Questionnaire method refers to the design of the questionnaire to the respondents to understand the market situation of a method. According to the questionnaire issued by different ways, can be divided into face-to-face survey, communication survey, telephone survey, leave a survey of four.
Face-to-face survey, that is, in-person survey, according to the pre-designed questionnaire, in order to ask questions, so that the respondents to answer.
Correspondence survey, is the questionnaire or questionnaire mailed to the respondents, completed by the respondents to send back a survey method, the shortcomings of this survey: low recovery rate of the questionnaire.
Telephone survey, refers to the pre-designed questionnaire, through the phone to the respondents to ask or ask for advice on a survey method. Its advantage is to obtain information quickly, save time, the response rate is higher; the disadvantage is that the questioning time can not be too long.
Retention survey, refers to the investigator will be questionnaires or questionnaires face to face to the respondents, by the respondents to fill in afterwards, and then by the investigator to agree on a time to retrieve a survey method. This method can leave the respondents sufficient time for independent thinking, can avoid the influence of the investigator's tendency to opinion, so as to reduce errors and improve the quality of the survey.
This book mainly describes the questionnaire method, the study of this survey method involves the design of the questionnaire and survey form. On the design of the questionnaire in the "advertising planning" chapter on the market analysis of goods, has been involved, and will not be repeated here, so this chapter mainly describes the design of the market research questionnaire and its related content.
Section 2, the design of the market research questionnaire
The market research questionnaire refers to the need to record the investigation of the impact of advertising planning, advertising positioning of the relevant factors and items of the form, the survey questionnaire design is perfect, directly affecting the effect of the survey.
One, the composition of the questionnaire
A relatively perfect questionnaire is usually composed of the following four parts:
(a) the basic situation of the respondents
Including the age of the respondents, gender, literacy, occupation, address, per capita monthly household income and so on.
(ii) The content of the survey itself
refers to the specific items investigated, which is the most important component of the questionnaire.
(C) the questionnaire instructions
Its content mainly includes the purpose and requirements for filling out the form, the respondent notes, the time to hand in the form and so on.
(D) number
Some questionnaires need to be numbered in order to categorize the file, summary statistics.
Examples of specific questionnaires are as follows:
× × × × company home appliances consumption questionnaire
Mrs. Hello! I am × × × × company interviewer in order to understand the situation of the use of electrical products in the family, would like to bother you for a few minutes to teach you a few simple questions, this is our gift to you a little (send gifts), thank you for your help!
1. Do you have a TV?
Yes (Department) No (Trail asked 2 questions)123
1.1 Your TV is brand 4-
1.2 Your TV is 5-
Floor standing handheld 6-
1.3 Your TV is <
Black and white (Trail question 2) Color 7-
1.4 Is the color television set in your home the first television set?
Yes (ask 1.7 questions) No 8-
1.5 What was the first TV set in your house
Black and white color 9-
Floor standing handheld 10-
Brand (ask 1 6 if different from 1 1 otherwise ask 1 7) 11-
1.5 What was the first TV set in your house? 1 7)11-
1.6 Why is the brand of the first TV different from the brand of the second TV?
Dissatisfied with the performance of the first brand 12-
Dissatisfied with the after-sales service of the first brand
The price of the first brand is too high
The first brand does not have the proposed model
The proposed brand has a special function
Other
1.7 Who proposed to buy a color TV? to buy a color TV set?
Elderly husband and wife
Children and family **** with the decision of 13-
1.8 Who decided to buy a color TV?
Elderly husband and wife themselves
Children and whole family*** same decision 14-
1.9 Do you feel satisfied with your current color TV set?
Bad can be good 15-
Clear 16-
Stable 17-
Sound 18-
Appearance 19-
Durable 20-
Service 21-
2. Do you plan to buy a color TV set recently?
Plan to buy No plan to buy (Trail question 2.3) 22-