Time: 2007-0 1- 16 Author: School of Design
Advertising survey method refers to the method of collecting all kinds of original materials in order to complete the goal of advertising activities. Generally, it can be divided into interview method, observation method, experiment method and fixed sample continuous investigation method.
Interview is an investigation method to ask the respondents for the information they need through interviews or questionnaires, and it is the most commonly used method in advertising investigation. By investigating the opinions and attitudes of people who need information, we can get more accurate and reliable surveys, mail surveys, telephone surveys, indwelling questionnaires and so on. Investigation of advertising environment.
Observation is a method for investigators to collect data by observing and recording the situation of the respondents or the investigation site. In addition to the transcripts made by investigators, transcripts can also be made by recording, video recording, photographing, automatic monitoring machines and other investigative machines.
Experimental method is an investigation method in which investigators purposefully control some factors and study the responses of respondents under the influence of these factors. Commonly used methods include laboratory experiment, sales area experiment, simulation experiment and purchase motivation experiment. Investigation is the abbreviation of investigation and study.
The method of continuous survey of fixed samples refers to the method of taking a number of samples from the investigated population to form a fixed sample group, and collecting the required information through repeated surveys of the sample group in a certain period of time, so as to understand the listening, viewing, consumption, commodity purchase, product use and so on. There can be the following investigation methods:
(1) Conduct interviews or questionnaires regularly within a certain period of time.
(2) Distribute shopping diaries to consumers, fill them out in detail and recycle them regularly.
(3) Investigators regularly go to the investigation site to make observation records or make observation records through machines such as video recorders, tape recorders, cameras and automatic audio-visual monitors. The Formation Process of China Advertising Society
The method of advertising investigation is objective and scientific.
Objectivity means that no matter what advertising survey method is adopted, data collection must be carried out according to objective needs, supporting a realistic attitude without any subjective prejudice.
Scientific means that the advertising survey method is a reliable social science research method, and the error between the survey results and the facts is not big.
First, the basic methods of advertising market research
1, market research method
Market research method is a survey method with the market as the object of investigation, and it is a comprehensive survey to understand the situation of a certain phenomenon in the market in a certain time and space. The basic characteristics of this survey method are comprehensiveness, accuracy and relative stability. The market census method is usually presided over by a special census institution, which needs to organize unified manpower and material resources, determine the standard time of investigation, and put forward the requirements and plans of investigation. Because the focus of the market survey method is macro, it contains many specific contents, so it is also one of the less used methods in actual investigation.
For example, the advertising planning of "elegant" nutrition bath made by market research method is a successful example. When Beijing Liyuan Chemical General Factory made an advertising plan for its product "elegant" nutritional bath, it first conducted a comprehensive survey of the customers involved in the product from a macro perspective and obtained a lot of valuable materials.
(1) According to the enterprise's own conditions, "Liyuan" adopts Japanese Hanako technology, which has advantages in the same industry in China.
(2) From the analysis of market situation, bath products are generally sold, but after market research, consumers are only willing to buy large bottles, emphasizing practicality, while small packaging products are more suitable for all kinds of hotels above high grade.
(3) From the consumer's point of view, most people don't know the performance of bath products and their living conditions are poor. Many families don't have their own toilet facilities, so it is difficult for toiletries to enter ordinary people's homes.
Through a comprehensive market survey, Liyuan puts forward a product positioning that conforms to the actual situation, that is, on the one hand, it focuses on various hotels in urban and rural areas, on the other hand, it strengthens advertising, especially guiding consumers to understand the performance and characteristics of such products. The experience of Beijing Liyuan Factory shows that it is the key to product success to be familiar with the product market situation through market research and formulate feasible advertising planning on this basis.
2. Sampling survey method
Sampling survey is a non-global survey method based on the principle of probability, statistics and randomness. Some individuals are selected from the studied population as samples for analysis and generalization, so as to infer the overall characteristics.
There are three common sampling methods:
(1) equidistant sampling, that is, arranging the investigated objects and setting the equidistant sampling method.
(2) Random sampling, that is, using the method of drawing lots and insisting on reading, let the respondents sign and read, and then randomly select after mixing.
③ Random sampling, which is the most commonly used method, is to encode the respondents into numbers and take samples with a random table.
Sampling survey is the main method of market research. Its characteristics are concrete and technical, and the implementation of this method mainly has two links: first, we should pay attention to the objectivity of sampling and avoid subjective and artificial tendencies; Second, the sampling points should be representative, so that the characteristics such as samples can fully express the overall characteristics of things. Because the selection of samples directly affects the quality of the survey, special attention should be paid to the use of sampling survey methods.
3. Typical survey methods
It is a method to deeply investigate the typical consumption in the market. This method is mainly through the typical special positioning to understand the general. For example, it is the specific application of this method to predict the development trend of cosmetics market from the typical investigation of women's makeup purchase.
This is a widely used method in market distribution. Its characteristics are saving manpower and financial resources and obtaining information quickly. Using the typical investigation method, investigators are required to know the investigated groups very well and avoid choosing atypical cases as the investigation objects. For example, in the survey of urban residents' demand for bicycles, the demand of young people for high-end mountain bike racing is obviously different from that of the elderly, so it is necessary to choose different typical samples and pay attention to the possibility of typical future development.
4. Random survey method
It refers to a method in which the distributor randomly selects the research object according to the purpose and content of the investigation. However, it should be pointed out that the randomness mentioned here is still the randomness under the premise of obeying the survey objectives, not the infinite randomness.
This is also a method often used by investigators and advertising planners. Its characteristics are simple investigation and low investigation cost. For example, if investigators want to know consumers' comments on a product, they can conduct random surveys in busy streets, department stores, shopping centers and other places where people are concentrated. Of course, this kind of survey should also be selective, and try to be representative when determining the survey object, survey time or survey area.
For example, in the evaluation of leisure sportswear, the object should be teenagers; The time should be chosen in Beijing's spring and autumn seasons and towns. If you go home on holiday, in order to save trouble, you will find that your neighbor's mistress is sitting in the sun at the door with a cattail leaf fan all day, which is not representative.
5. Interview method
It refers to an investigation method in which investigators obtain the information they need by asking questions.
There are three common ways:
(1) Personnel interview, that is, investigators directly visit the respondents to learn about the situation and collect the required information.
(2) telephone interview, calling the respondents and conducting the investigation by telephone inquiry. Its characteristic is simple and quick.
(3) email inquiry: that is, the method of investigating the respondents through email questionnaires.
People who are characterized by being able to form a single-minded object can usually get more authoritative and accurate first-hand information, which makes the investigation more in-depth. The key to using interview method is to determine the object of investigation. When conducting a sampling survey, directly investigate the situation of the problem.
6. Observe the experimental method
Refers to an investigation method that pays attention to the situation on the spot. Usually divided into two ways: observation and experiment.
(1) observation method-mainly refers to the on-site description of the behavior and characteristics of the respondents by the investigators. For example, city investigators go to shopping centers to observe the sales situation, promotion methods and consumers of certain products. Observation methods include direct observation, trace observation, behavior recording and other methods. Its characteristic is that it can objectively record the present situation and process of facts, so that the collected data has high accuracy and reliability.
② Experimental method —— Understand the product and its development prospect mainly through small-scale experiments, so as to master the evaluation opinions of consumers. For example, to understand the consumer's evaluation of a new product, you can choose a new product to experiment and then conduct a trial sale investigation. Commonly used experimental methods include: sales area experiment, simulation experiment, purchase motivation experiment, etc. Its characteristic is that the survey results are objective and accurate, but the experiment takes a long time and costs a lot, and some experimental factors are difficult to control.
Second, the common skills of advertising market research:
The skill of market research refers to the questionnaire that needs to be mastered when using market research methods to achieve the purpose of investigation, which is of great help to obtain comprehensive and accurate survey data and is often the key to whether the survey goal can be achieved.
Generally speaking, the questionnaire design of market survey should meet the following basic conditions: ① The questions must be concise and have strong information coverage. (2) Questions should conform to people's usual logical thinking process to ensure that they can get answers from the other side. (3) The problem must be typical and can represent the basic trend of market development at a certain stage. (4) Problems should be easy to comment, analyze and fully explain.
Designing market questionnaire is a highly technical job. In addition to the above requirements, the design of the questionnaire should also pay attention to the certainty of the concept, try to avoid general questions or side issues unrelated to the survey content, and avoid guiding and inducing the respondents.
The basic technical means of questionnaire question design mainly include:
(1) alternative method
Also known as the method of whether or not. That is, the question is divided into two situations, and the respondent can only choose one. Advantages: the judgment is clear and the conclusion belongs to interpretation. No, you can't show different opinions.
Case: "Do you like Coca-Cola?" A likes () B doesn't like ().
(2) Multiple choice method
That is, the questionnaire design gives more than two answers, and the respondents can choose one or more of the answers given.
Case: "Which index do you think is the most important when buying a refrigerator?" (Select one)
A large internal volume () B fast refrigeration () C low power consumption () D low noise () E beautiful appearance () F structure () G others ()
(3) sorting method
That is, give some answers for respondents to choose from and rank them according to their importance.
Case: "What is the main reason that prompted you to buy Haier freezer?" (Choose three, in order of importance. )
A famous brand () b price () c advertisement () d color () e performance () f others recommend () g after-sales service ()
First place, second place and third place (4) Free answer method:
That is, the questions in the questionnaire are not answered, and the respondents are free to express their opinions without being limited by the answers. This method can shorten the distance between questioners, but it is difficult to form a general conclusion.
Case: "What kind of summer clothes do you like?" "Which brand of cosmetics do you like?"
(5) Funnel method:
Also known as filtering method, it means that the initial questions are always wide in scope, and the respondents are free to answer them, and then gradually narrow the scope, and finally ask special and specialized questions. The characteristic of this method is that the investigation content is gradually summarized, which belongs to the main distance of investigation and omits the problem of secondary surface attributes. The operation is simple and natural, which is beneficial to the overall understanding of the investigation problem.
(6) Comparative method:
That is, let the respondents compare and choose brands, trademarks and advertisements of several products according to their own preferences. This method not only determines the order of comparison items, but also determines the evaluation distance between comparison objects. Case:
Like, like, generally dislike, dislike A brand advertisement, B brand advertisement and C brand advertisement (7) Form test method:
In other words, let the respondents express their opinions on the form printed with the relevant characteristics of the product. For example:
"Please indicate which wine is more suitable for the following characteristics in the table below?"
Features Maotai Fenjiu Shuanggou Wuliangye Erguotou is fragrant and the sauce is rich and light (8) word association method:
That is, first list some words, each one, and let the respondents write a few words or sentences that pop up in their minds, which are mainly used for naming surveys of products and enterprises, such as:
"Here are a few nouns. Read them one by one, and then write down the words, words or sentences you think of. "
First, Changhong
B.master kong
C, sun god