【正文】 d test markets。 using animatic research to select /approve advertising ideas。 investigating and synthesising existing consumer and market data to identify opportunities。n Analysing the Research Investigating links and tradeoffs across adjacent product categories and/or countries。 constructing stimulus material that elicits consumer participation and constructive input。n Applying the Techniques Commissioning/ conducting wide range of quantitative research to identify key demand drivers。 identifying and assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix。 selecting research techniques suited to mix element。 identifying and defining market and consumer indicators of underlying brand performance and health (. image ratings)。 developing test and evaluation schedules for each element of the mix for each stage in the Innovation Process。 translating brand objectives into specific targets on attitudes, awareness and attributes。 MARKET RESEARCH PROFESSIONAL SKILL AREAS2ADHOC MARKET RESEARCHThe selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs.n Translating Consumer Understanding Needs Identifying gaps in understanding of the main determinants of consumer behaviour。 evaluating agencies and key suppliers on service costs and expertise。n Evaluating Market Research Performance Obtaining understanding and agreement on measures for consumer and market understanding。 building database of consumer and market understanding and insights。 creating supporting systems for expert analysis and nonexpert access to consumer and market data。n Integrating Consumer and Marketing Understanding Creating processes and procedures to integrate market and consumer research findings。 identifying ways in which current and potential data can be exploited to gain petitive advantage。 determining the type of agency relationship for each type of programme (single source vs. multiple, tactical or strategic, etc.)。 analysing gaps。 developing a programme of research for the year in terms of planned marketing activity and identified gaps in consumer understanding。 determining the mix of sources and levels of data to meet programme objectives。n Defining Programme Objectives and Research Mix Translating consumer and market information needs into objectives for continuous or ad hoc research programmes。 missioning / developing methods to fill identified gaps。 investigating the nature and use of potential future data sources and measures and methods。 briefing suppliers/ agencies on business needs and information requirements。 translating needs into market and consumer information requirements。 Analysing and Interpreting Data Agreeing the Research Design Supporting Decision Making and Developments5MANAGEMENT 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. Managing the Modeling Process Determining the Modeling Requirements and Limitations Analysing Continuous Research Data Managing Agencies Obtaining Optimum Data Mix Analysing the Research Assessment and Selection of Techniques Evaluating Market Research Performance2ADHOC MARKET RESEARCHThe selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs. Managing Internal and External Resources (Agencies) Assessing Trends and Developments Consumer and Market Research Creating Networks and LearningMARKETING PROFESSIONAL SKILL AREAS 1STRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuous and adhoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business. Documenting and Communicating Best Practice 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.