專業(yè)技能字典市場(chǎng)研究補(bǔ)遺(存儲(chǔ)版)
【正文】 ing and Customer Management decisions and activities, based on prehensive assessment of the sources of the data, the research techniques and analytical methods.n Obtaining Optimum Data Mix Ensuring the right mix of data sources are bought at petitive prices。 validating data and ensuring data is correct。 conducting periodic review of supplier and agency performance。 identifying and municating factors that lie behind the analyses。 duplication and switching 。 developing systems and processes to share uses of the data across the business。 .n Assessing and Selecting Modelling Techniques Appraising capabilities and characteristics of the major statistical modelling techniques (baselining, regression, Box Jenkins, Baysian, Neural Nets etc.)。 monitoring progress。 determining when to conclude model development.n Facilitating Trade and Category Management Determining the information needs for Trade Marketing。 recognising key benefits and major tradeoffs。 MARKET RESEARCH PROFESSIONAL SKILL AREAS5MANAGEMENT OF MARKET RESEARCH PROJECTSThe efficient management of the technical, financial and human resources to meet the agreed marketing and business needs on time and within budget.n Developing the Project Brief Agreeing the key business/marketing issues to be addressed by the project, the project deliverables and success criteria。 developing the questionnaire / discussion guide。 controlling the quality of fieldwork by attendance where appropriate。 quality controlling the production and archiving of agency reports including relevant stimulus material.。 providing input to and motivating and managing agency team。 face to face briefing of the selected agency。 incorporating modelling into marketing activities, . individual promotions and brand plans。 establishing trade and category data structures。 municating with/motivating and managing modelling experts。 n Managing the Modelling Process Evaluating capabilities and suitability of Unilever/third party best practice modelling expertise。 determining data and resource requirements。 ensuring that longer term / strategic use of the data is not promised by short term tactical issues。 weight of purchase。 developing multiple hierarchies to reflect trade, consumer and pany views of the market。 drafting and agreeing contracts。 performing detailed data reconciliations。 assessing and municating results from packaging inuse tests。 investigating and synthesising existing consumer and market data to identify opportunities。 identifying and assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix。 translating brand objectives into specific targets on attitudes, awareness and attributes。 building database of consumer and market understanding and insights。 determining the type of agency relationship for each type of programme (single source vs. multiple, tactical or strategic, etc.)。n Defining Programme Objectives and Research Mix Translating consumer and market information needs into objectives for continuous or ad hoc research programmes。 translating needs into market and consumer information requirements。 Managing the Modeling Process Obtaining Optimum Data Mix Managing Internal and External Resources (Agencies) Participating in the Development of Customer or Channel Specific Marketing Strategies9LEVERAGING BEST MARKETING PRACTICE The benchmarking of global developments within relevant categories with an open mind. Encouraging adoption and ensuring rapid implementation of best practice. Developing Consumer Focused Promotions Developing and Judging the Communication Defending and Developing Brand Identity and Positionings strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth. Professional Skills Dictionary Market Research Addendum Corporate HR Group July 1999 For use within Unilever only INTRODUCTIONThis addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills AppendixThe Market Research Skill Areas should be read and used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area a
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