Trainin material定性調(diào)研課件

1、copyright 2001 acnielsencopyright 2001 acnielsen2lless formal and structured in content - but analysis is structured and based on psychology principals and modelslto give you a depth of understanding - rather than numeric datalto explain why rather than tell you whatlto give you an understanding of

2、the markets dynamicslto cover a wide range of topics and be able to explore them freelycopyright 2001 acnielsen3 a specialised, means of exploringconsumer thoughts, feelings, attitudesbehaviour & motivation to help you in understanding their needs & desires. copyright 2001 acnielsen4lbeyond

3、the rationallunveil emotional factors/reasons an illustration of depth of qualitative findings . copyright 2001 acnielsen5?designed to answer questions like .why.do people use one brand of shampoo instead of anotherhowdo people interpret advertisingwhatmotivates people to use this categoryhowshould

4、i position my new product?copyright 2001 acnielsen6lwhy do women use moisturisers?l a quantitative study will show: moisturise my skin: x% make my skin softer: y% copyright 2001 acnielsen7 moisturise skinmakes skin soft &smooth what adssay copyright 2001 acnielsen8 moisturise skinreplenish lost

5、moisturewhat adssaymakes skinsoft & smooththe obvious/rational factorscopyright 2001 acnielsen9 moisturise skinreplenish lost moisturewhat adssaymakes skinsoft & smoothmakes me youngerthe obvious/rational factorsnow we are gettingsomewhere!copyright 2001 acnielsen10 moisturise skinreplenish

6、lost moisturewhat adssaymakes skinsoft & smoothmakes me youngerattracts men!the obvious/rational factorsnow we are gettingsomewhere!copyright 2001 acnielsen11 moisturise skinreplenish lost moisturewhat adssaymakes skinsoft & smoothmakes me youngerattracts men!the obvious/rational factorsthe

7、underlying/emotional factors!copyright 2001 acnielsen12standard groupsfriendshipgroupsmini groupsconflict groupsdepthinterviewstriadspaireddepthsreconvened groupsobservation appropriate methodologies selected after careful consideration of the project objectives. its not standard groups every time!c

8、opyright 2001 acnielsen13how quali fits into the research process often, it is the first step - the beginning! client has no clue about consumer attitudes/ perceptions/decision-making process/ selection factors issues/clarifications needed prior to larger-scale quantification (in-home placement; bas

9、es etc.) it complements quanti research in providing the whys to form a complete picturecopyright 2001 acnielsen14exploratorydiagnosticconceptadvertising product developmentpositioning copyright 2001 acnielsen15uses: to collect the different thoughts of ideas, thoughts, reactions of people to uncove

10、r possibly new dimensions or aspects of an issue/ topic to provide insight into a problem/ issue to provide thinking about the feasibility of some proposition to guide the structuring of a quantitative enquiry to provide a creative think tank abuses to use it as a mini surveycopyright 2001 acnielsen

11、16* qualitative answers why * quantitative answers how manyqualitativewill tell you what things are important to someone choosing a brand and why. will tell you that your brands image is aggressive, professional, sophisticated and so on. will diagnose whether and advertising campaign is capable of a

12、chieving the objectives set for it.quantitativewill tell you which choice factors are the most important ones. will track changes in a brands image as result of advertising. will measure the effectiveness of a campaign in achieving specified objective.copyright 2001 acnielsen17* based on different p

13、rinciples and method qualitativedescribes and understands the consumer as an individual.uses small samples.unstructured and flexible.discussion guide.response oriented. quantitativetests and measures the consumers as a mass market. uses large samples. structured and fixed once confirmed. structured questionnaire.question oriented. copyright 2001 acnielsen18qualitative can understand disc