第三章 广告战略性调查

Market researchConsumer research/ Advertising researchIMC researchIMC Strategic research12

www.stats.gov.cn/tjsj/ndsj/ http://tongji.cnki.net www.cnaci.com.cn/www.cnadtop.com www.meihua.info www.iresearch.cn

4.5AC(A. C. Nielsen) www.csm.com.cnCTR www.ctrchina.cn

Qualitative research Quantitative research[purchase intent]

51.2.3.4.5.

concept testingcopy testing

3

content analysis Semiotic Analysis

,

Survey Research

a. b.

a. b. c. d. e.

** a. b. c. d. e. f.

in-depth interviewopen-ended questions

3G

1 2 3 4 5

1 2

focus group8-1015

observation research

ethnographic research

diaries

evain

(Validity)Reliability

virtual researchHershey

Nordstrom

1AB 21