【正文】 quality controlling the production and archiving of agency reports including relevant stimulus material.。 seeking validation of the findings and their interpretation。 examining the agency’s analysis of the data。 controlling the quality of fieldwork by attendance where appropriate。 providing input to and motivating and managing agency team。 agreeing the stimulus material。 being responsive to alternative ways of meeting the brief。 developing the questionnaire / discussion guide。 face to face briefing of the selected agency。 selecting the appropriate research agency based on expertise, availability, partnership agreements, costs etc.。 defining the scale and scope of the project, including project risk。 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。 incorporating modelling into marketing activities, . individual promotions and brand plans。 the solution。 establishing/interpreting financial consequences of model solutions。 recognising key benefits and major tradeoffs。 establishing trade and category data structures。 modelling channel and category flows。 developing trade and/or category scenarios。 determining when to conclude model development.n Facilitating Trade and Category Management Determining the information needs for Trade Marketing。 municating with/motivating and managing modelling experts。 pursuing creative definition/development/application of models。 applying 抯ystems thinking?to modelling problems (eg causal loop analysis)。 monitoring progress。 n Managing the Modelling Process Evaluating capabilities and suitability of Unilever/third party best practice modelling expertise。 obtaining informal feedback Unilever and other experiences。 identifying appropriate plexity of model required。 .n Assessing and Selecting Modelling Techniques Appraising capabilities and characteristics of the major statistical modelling techniques (baselining, regression, Box Jenkins, Baysian, Neural Nets etc.)。 determining data and resource requirements。 translating business, category and customer management strategies into modelling requirements。 investigating market and value drivers (price elasticities, demand coefficients, discounted brand shares, profit curves)。 developing systems and processes to share uses of the data across the business。 ensuring that longer term / strategic use of the data is not promised by short term tactical issues。n Interpreting and Advising Assessing levels of knowledge of different user groups。 trial/repeat (Parfitt Collins) etc.)。 duplication and switching 。 weight of purchase。 performing dissaggregated analyses (demographics。 monitoring performance (brand, category, etc.) over time。 identifying and municating factors that lie behind the analyses。 developing multiple hierarchies to reflect trade, consumer and pany views of the market。 maintaining data in the correct hierarchies。n Building Data Structures Drafting data hierarchy specifications。 conducting periodic review of supplier and agency performance。 drafting and agreeing contracts。 specifying and municating requirements with agencies and other suppliers。 answering queries on the data accuracy。 validating data and ensuring data is correct。 performing detailed data reconciliations。 building understanding of market structure and dynamics。 assessing data from consumer panels (purchase and consumption)。MARKET RESEARCH PROFESSIONAL SKILL AREAS3CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing 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。 assessing and municating results from packaging inuse tests。n Communicating and Using the Results Exposing early trends and municating their implications for the category。 constructing and using simulate