什么时候做什么调研

*Ogilvy&MatherRef:/TN/OTHERS/RESEARCH/rc什麽时候做什麽调查？Whentoresearch?Preparedby:JeanLinPreparedon:March23,1995*Ogilvy&MatherRef:/TN/OTHERS/RESEARCH/rc有系统地做调查可以帮助广告活动的发展和评估*Ogilvy&MatherRef:/TN/OTHERS/RESEARCH/rc五大阶段FiveStages阶段一Stage1阶段二StageII阶段三StageIII阶段四StageIV阶段五StageV市场状况分析SituationAnalysis推论，说什麽Whattosaytowhom怎麽说Howtosay已完成的广告评估EvaluationofFinishedAd广告效果CampaignEffectiveness*Ogilvy&MatherRef:/TN/OTHERS/RESEARCH/rc调查方法ResearchMethodology定量Quantitative选择Selection定位(质化)Qualitative修正，协助发展Refine&DevelopSurvey调查CLT定点调查StreetIntercept街头拦截In-homeplacement留置问卷In-depthinterview深度访谈FocusGroupDiscussion消费者座谈会*Ogilvy&MatherRef:/TN/OTHERS/RESEARCH/rcDESKRESEARCHQUALITATIVE质化MARKETINGRESEARCH市场调查FIELDRESEARCHQUANTITATIVE量化CONSUMER消费者TRADE零售商ATTITUDES&REACTIONS态度/反应MOTIVATION动机CONCEPT概念PACKAGING包装ADVERTIDEAS广告创意IMAGEPERCEPTIONS形象的认知