Who can help me write a market survey questionnaire about advertising equipment with high scores!!!

Saturday, October 13, 2007 17:18

1. The nature of market research

Market research is called advertising research in some works. In order to avoid If confused with "advertising effectiveness survey", we might as well call it market research. Market research is to use scientific methods to systematically collect, record, organize and analyze information about the market, so as to understand the current status and trends of market development and changes, and to provide scientific basis for business decision-making, advertising planning and advertising writing.

Market research has systematic characteristics, that is, it insists on starting from a systematic point of view in its guiding ideology, treating various factors that affect enterprise development and advertising planning as an organic system, and focusing on studying various factors. The internal connection between them, and the changing trends and movement patterns of market demand can be grasped from the interaction of factors. Market research also has scientific characteristics.

This is reflected in two aspects:

First, from an attitude point of view, market research cannot analyze and judge market conditions based on personal experience or subjective guessing, but relies on investigation methods. Draw conclusions based on a large amount of materials;

Second, from a functional perspective, market research is an important part of enterprise development. Through market research, we can understand the actual situation of market supply and demand, summarize the experience in the implementation of the company's business plan, and identify existing problems, so that the company can overcome shortcomings and improve business management. From this perspective, market research is an important symbol of the management concept from empirical management to scientific management.

More importantly, market research is a scientific method for advertising planning and advertising positioning. Before formally producing an advertisement, the advertising producer must have a clear outline of the following issues in mind: product situation, socioeconomic status, social and cultural characteristics, social psychology, consumer psychological characteristics, consumption concepts, etc. Only here Only advertisements created on this basis can be targeted and achieve good results. To master the materials, you must rely on market research.

2. Market research methods

Market research methods are divided into two major types: observation method and questionnaire method.

(1) Observation method

Observation method refers to an investigation method that obtains first-hand information through direct observation. Market researchers go directly to stores, order fairs, trade fairs, and places where consumers are concentrated, and use cameras, tape recorders, or direct notes to conduct immersive observations and records, thereby obtaining important market information. The advantage of the observation method is that it can collect data objectively and focus on understanding the problem. The disadvantage is that many questions cannot be observed, such as the interests, preferences, psychological feelings, purchasing motivations, attitudes, opinions, etc. of the respondents.

(2) Questionnaire method

Questionnaire method refers to a method of understanding market conditions from respondents by designing questionnaires. According to the different ways of distributing questionnaires, it can be divided into four types: face-to-face survey, communication survey, telephone survey, and retention survey.

Face-to-face surveys, that is, door-to-door surveys in person, asking questions in sequence according to a pre-designed questionnaire, and allowing the respondents to answer.

Correspondence survey is a survey method in which questionnaires or questionnaires are mailed to the respondents, who fill them out and return them. The disadvantage of this kind of survey is that the questionnaire recovery rate is low.

Telephone survey refers to a survey method that uses a pre-designed questionnaire to ask or solicit opinions from the respondents over the phone. Its advantages are that it can obtain information quickly, save time and have a high response rate; its disadvantage is that the inquiry time cannot be too long.

Detention investigation refers to an investigation method in which the investigator hands the questionnaire or questionnaire to the respondent in person, and the respondent fills it out by himself afterwards, and then the investigator takes it back at an agreed time. This method can leave sufficient time for the investigators to think independently and avoid being affected by the investigators' biased opinions, thus reducing errors and improving the quality of the investigation.

This book mainly explains the questionnaire method. The study of this survey method involves the design of questionnaires and questionnaires.

Regarding the design of the questionnaire, the market analysis of the product has been covered in the chapter "Writing the Advertising Plan" and will not be repeated here. Therefore, this chapter mainly explains the design of the market questionnaire and its related content.

Section 2: Design of Market Survey Questionnaire

Market survey questionnaire refers to a form that records the relevant factors and items that need to be investigated that affect advertising planning and advertising positioning. The questionnaire is designed to Whether it is complete or not directly affects the effectiveness of the investigation.

1. The composition of the questionnaire

A relatively complete questionnaire usually consists of the following four parts:

(1) Basic information of the respondent Including the respondent’s age, gender, education level, occupation, address, family per capita monthly income, etc.

(2) The survey content itself refers to the specific items investigated, which is the most important part of the questionnaire.

(3) The contents of the questionnaire mainly include the purpose and requirements for filling in the form, matters for the respondent to note, and the time for submitting the form, etc.

(4) Numbering Some questionnaires require numbers for classification, filing and summary statistics.

2. Question Types of Questionnaires

Generally speaking, there are three types of questions in questionnaires: quiz questions, single-choice questions, and multiple-choice questions. Here is a brief explanation as follows:

(1) Q&A questions

Questions are asked directly. The questions themselves do not reveal any implied answers, allowing the respondents to express their own opinions freely.

For example: 1. Is the quality of XX brand TV consistent with its promise in the advertisement?

2. Why do you want to buy XX brand air conditioner?

3. What do you think of our company’s after-sales service?

(2) Multiple choice questions

Generally, two opposing answers are set to allow the respondents to 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

(3) Multiple choice questions

Generally set more than three answers (the number of answers depends on the situation, and can be more than ten), and the respondent is asked to select 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 watch a movie (4) When you go on an outing (5) When dating (6) When exercising (7) When reading (8) When you have bad breath (9) When preventing tooth decay (10) Others (please specify)

2. What kind of chewing gum do you usually chew? Which brand? (1) Zhilan (2) Mengmeng (3) Wuwu (4) Jiujiu (5) Wrigley (6) Harpy (7) Knight (8) Lotte (9) Seagull (10) Xiaobing No. 1 (11) Little Cupid (12) Others (please specify)

3. When you buy chewing gum, what factors do you consider? (1) The sweetness is moderate (2) It should be fragrant (3) It feels good when chewing (4) The packaging is beautiful (5) You can participate in the lottery (6) Contains special flavors (7) Others (please specify)

4. When you buy chewing gum, do you always specify the brand? (1) You must specify the brand (2) Specify the brand, but do not insist on this brand (3) Do not specify the brand

The above three question types are the most common. In addition, Mr. Wei Qing and others believe that the following eight question types are available:

1. Recall questions

That is, the scope of recall is clearly prompted and the respondent is allowed to answer based on memory. It is mainly used to test the degree of impression of brand names, company names and related advertisements on the respondents.

For example: Please briefly describe the content of the TV commercial for Taiyangshen Oral Liquid.

2. Reconfirmation questions

That is, certain clues are prompted in advance, such as pictures, photos, text, names, etc., and the respondents are asked to recall and confirm.

For example: Please mark the following brands of refrigerators that you know: (1) Sassoon () (2) Jinol () (3) Qindao () (4) Shuanglu ()(5)Meiling()(6)Wanbao()(7)Xiangxuehai()

3. Coordination questions

Two types of prompts are given, please investigate Participants find the correspondence between prompts to discover their level of cognition.

For example, list several TV brands and ask 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 based on their preference.

For example: Please compare the advertisements of three products A, B and C.

5. Tendency question

It refers to continuous questioning about a certain product to understand the attitude of the respondent from consuming one brand of goods to consuming another brand of goods. difference. This survey method is often used when investigating attitudes and opinions.

For example: What brand of beer do you often drink? Answer: (M) brand.

N brand beer is currently the best-selling beer on the market. Will you continue to buy M brand beer in the future? Yes () No ()

The recent N brand beer advertisement promised a series of generous rewards. Do you still buy M brand beer? Yes () No ()

6. Numerical scale question

That is to sequentially classify certain attributes of the survey object. The respondent can Choose between satisfaction and dissatisfaction measures.

For example: After watching a TV commercial for a certain product, how do you feel about the advertising design? (1) Very dissatisfied () (2) Dissatisfied () (3) Average () (4) Satisfied ( )(5) Very satisfied ()

7. Diagram evaluation question

That is, draw a diagram in advance and ask the respondents to mark it according to their subjective feelings to indicate their evaluation. content.

For example: What do you think of the appearance of ×× refrigerator? (mark √) Very beautiful, very ugly

8. Corresponding scoring questions

That is, requirements Respondents express their opinions on a rating scale based on pre-specified characteristics.

For example: Please rate the advertising impressions of three beverages: Coca-Cola, 7-up, and Jianlibao, as shown in the picture below: The advertising is very artistic, the playback time is the best, the target of appeal is very clear, the advertising style is very elegant 210-1-2 The artistic quality of the advertisement is very poor, the broadcast time is the worst, the target of the appeal is very unclear, the advertising style is very vulgar

*See Wei Qing and Wang Xi: "Advertising Survey and Design", published by Economic Management Press in January 1998, Vol. Pages 78-80.

3. Methods of designing questionnaire question types

If the question type of the questionnaire is from the perspective of content, then the method of setting the question type of the questionnaire is from the perspective of technique. Said above. Mr. Wang Li believes that the following four methods are available for reference:

(1) Scale method

Since direct interviews are used to solicit opinions, it is impossible to obtain the individual’s attitudinal response. Sometimes The respondent cannot express his attitude, so using the scale method is a more reasonable method.

The so-called measurement scaling method, also known as the ordinal scaling method, is the most widely used in market research and the simplest method. It uses the order of order to determine the respondent's preference for the question. For example: Which brands of toothpaste do you like best? ( Please fill in the order of preference) (1) (2) (3) (4)

(2) Ranking scale method

In order to measure a person’s attitude toward a matter Attitudes, the grade scale method uses different levels to classify a person's attitude towards things, such as the following question: If a youth store opens near your home, you may also buy in this youth store, as listed in the table The product is distributed by this store. Please put a "√" mark in the appropriate column according to the current possible purchase situation: Purchase level Product name 1 Frequently purchased 2 Occasionally purchased 3 Ever purchased 4 May not purchase 5 Never purchase frozen Pork and Vegetable Instant Noodles Toilet Paper Laundry Detergent

This is to explore the customer's purchasing attitude based on the product category, and use the ranking method to test, ranging from 1 to 5 to indicate the likelihood of purchasing.

There are also methods based on various brands of goods. For example: There are four categories of goods below. Please fill in 1.2.3.4 in the order of your purchase; 1 represents the most Buy often, 4 means buy rarely. If you have never bought before, please fill in the numbers in the order you are most likely to buy. Dishwashing detergent: White Bear Yijie Salad, King of Cleansing Soap: Happy Wanwan Mary Cherry Shampoo: Greenfield Shampoo, Meowa Lanli Fresh Juice: Fragrance Flavored Whole Baileys Black Pine. This method is used to determine The purchasing status or brand preference status of brands in product categories are measured on a rating scale.

(3) Indirect scaling method

In order to collect the attitudes held by ordinary people about a certain topic, the indirect method is used to first collect possible attitudes towards the matter and then combine them into categories , become declarative sentences, and then arrange these declarative sentences according to the two extremes of their attitudes - approval and opposition, into eleven declarative sentences. The sixth sentence is a neutral sentence, allowing the interviewee to choose the attitude and opinion that best suits him. In one sentence, this method is called Sestone scale. Here is an example to illustrate it: Kleenex toilet paper broadcast a toilet paper advertisement as a "news number" on the TV commercial. How did you feel after watching it? 1. It should be banned 2. I was very angry and disgusted after watching it 3. I felt like I was cheated 4. I don’t like this way of advertising 5. The news-oriented advertising is too exaggerated 6. I laughed it off and didn’t care 7. There’s nothing to say 8. The advertisement is just plain old 9. I think this It's a good advertisement. 10. Pay attention to this advertisement. 11. Want to buy after seeing it.

In addition to Sestone's scale, there are also Likert scales for measuring attitudes. It is not like The Sestone Scale lists possible responses, states only one attitude, and then tests the attitude on five or seven different scales of agreement, for example: Strongly Agree Agree Undecided Disagree Strongly Disagree

(4) Semantic Differential Method

The semantic differential method is used to measure consumers’ impressions of the brand and the company as a whole, and is often used in market surveys. The semantic difference method is to use two adjectives with opposite meanings, divide them into several intervals as a measurement scale, and then use several sets of measurement scales to form a semantic space as a method of measuring impressions. For example: In your imagination, you have What kind of family does a washing machine have? Please click on the meanings of the adjectives at both ends of the table, and put a "√" mark in the corresponding position according to the degree you think is appropriate. For example: If a household with a washing machine has a "high education level", put a √ in the (2) column. If you think that a household with a washing machine has a neither high nor low education level, put a √ in the 0 column.

*See Wang Li: "Examples and Reviews of Famous Foreign Advertising", China Advertising Radio and Television Press, October 1995, pp. 376-378.

4. Problems to be avoided when designing questionnaires

Designing various types of questions and methods of asking questions in the questionnaire is also a science and cannot be designed at will, otherwise it will affect the effect of the survey.

Therefore, the following problems should be avoided when designing a questionnaire:

(1) Avoid affirmative statements

When designing a questionnaire, it is not possible to be sure in advance that the respondent has a certain product. For example: What brand of automatic razor holder do you use? Is the computer at home compatible or branded? What brand of soda do you like to drink? The correct design method should add "filtering" questions before affirmative questions. For example: Have you bought an automatic razor holder? Has your family purchased a computer? Do you like to drink soda?

(2) Avoid using introductory sentences

The so-called introductory sentences mean that the words used in the questions are not "neutral", but suggest the direction of the answer to the respondent, or imply the investigator's own point of view. For example: XX brand wine can only be enjoyed by emperors in the past. Do you plan to buy it? XX suit is a symbol of a man's chicness. Are you ready to buy it? XX brand power-assisted bicycle can also make the wind blow under the feet of old ladies. Do you want to buy it? Are you planning to buy? The conclusion generated by such a question will lack objectivity and authenticity.

(3) Avoid using vague sentences

The following example is a vague sentence: Do you often wear T-shirts? Do you like to wear down jackets? Do you often drink soda? ? Such a vague question makes it difficult for the respondent to answer. For example, if asked "Do you often wear T-shirts?" If a person does not have a T-shirt, he can also answer: "I do not have a T-shirt." It is difficult to answer if you are a person who has several T-shirts. If he answers "Wear it often," that's not right, because it is impossible to wear it in spring, autumn, and winter. If he answers: "I don't wear it often," that's not right, because he often wears it in summer. Therefore, the correct question should be: 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 autumn)? With this change, the respondent will be able to answer the question more easily. The conclusions will also be more accurate.

_______________________________________________________________________________

Market research is the first step in advertising creation, and it is also an indispensable and important link in advertising production.

Section 1 Market Research Methods

1. The Nature of Market Research

Market research is called advertising research in some works. In order to avoid the confusion with "advertising" If confused with "effectiveness survey", we might as well put it more bluntly and call it market research.

Market research is to use scientific methods to systematically collect, record, organize and analyze information about the market, so as to understand the current status and trends of market development and changes, and provide information for corporate business decisions, advertising planning, and advertising writing. Provide scientific basis.

Market research also has scientific characteristics. This is reflected in two aspects: First, from an attitude point of view, market research cannot rely on personal experience or subjective guesses to analyze and judge market conditions, but rely on investigation methods to draw conclusions based on a large amount of materials; second, from a functional perspective It seems that market research is an important part of enterprise development. Through market research, we can understand the actual situation of market supply and demand, summarize the experience in the implementation of the enterprise's business plan, and identify existing problems, so that the enterprise can overcome shortcomings and improve operation and management. From this perspective, market research is an important symbol of the management concept from empirical management to scientific management. More importantly, market research is a scientific method for advertising planning and advertising positioning.

Before formally producing an advertisement, the advertising producer must have a clear outline of the following issues in mind: product situation, socioeconomic status, social and cultural characteristics, social psychology, consumer psychological characteristics, consumption concepts, etc. Only here Only ads created on this basis can be targeted and achieve good results. To master the materials, you must rely on market research.

2. Market research methods

Market research methods are divided into two major types: observation method and questionnaire method.

(1) Observation method

The advantage of the observation method is that it can collect data objectively and understand the problem in a focused manner. The disadvantage is that many issues cannot be observed, such as the interests, preferences, psychological feelings, purchasing motivations, attitudes, opinions, etc. of the respondents.

(2) Questionnaire method

Face-to-face surveys, that is, door-to-door surveys in person, asking questions in sequence according to a pre-designed questionnaire, and allowing the respondents to answer.

Correspondence survey is a survey method in which questionnaires or questionnaires are mailed to the respondents, who fill them out and return them. The disadvantage of this type of survey is that the questionnaire recovery rate is low.

Detention investigation refers to an investigation method in which the investigator hands the questionnaire or questionnaire to the respondent in person, and the respondent fills it out by himself afterwards, and then the investigator takes it back at an agreed time. This method can leave the persons under investigation sufficient time for independent thinking and avoid being affected by the investigators’ biased opinions, thereby reducing errors and improving the quality of the investigation.

This book mainly explains the questionnaire method. The study of this survey method involves the design of questionnaires and questionnaires. Regarding the design of the questionnaire, the market analysis of the product has been covered in the chapter "Writing the Advertising Plan" and will not be repeated here. Therefore, this chapter mainly explains the design of the market questionnaire and its related contents.

Section 2: Design of Market Survey Questionnaire

1. The composition of the questionnaire

A relatively complete questionnaire usually consists of the following four parts:

(1) Basic information of the respondent

Including the respondent’s age, gender, education level, occupation, address, family per capita monthly income, etc.

(2) The survey content itself

refers to the specific items under investigation, which is the most important part of the questionnaire.

(3) Questionnaire description

The content mainly includes the purpose and requirements of filling in the form, matters needing attention of the respondent, and the time for submitting the form, etc.

(4) Numbering

Some questionnaires require numbers for classification, filing and summary statistics.

Specific examples of questionnaires are as follows:

Home appliance consumption questionnaire of ××× company

Hello, madam! I am the interviewer of ××× company. In order to understand the use of electrical products in the home, I would like to bother you for a few minutes and ask you a few simple questions. This is a little gift from us (gift), thank you for your help!

1. Do you have a TV set at home?

Yes (part) or not (Question 2) 123

1.1 The TV set you have at home is brand 4—

1.2 Your TV is 5-

Floor-standing portable 6-

1.3 Your TV is

Black and white (direct question) Question 2) Color 7—

1.4 Is your color TV the first TV set?

Yes (Question 1.7) No 8—

1.5 What is the first TV set in your home?

Black and white color 9—

Floor-standing portable type 10—