国外市场研究机构如何做研究的
本文是2014年ESOMAR（欧洲民意和市场研究协会）的全球报价研究问卷中的虚拟项目部分。我们可以通过这7个虚拟项目的要求和设计方法，了解全球的市场研究主流项目类型以及主流研究项目方法设计。
分享给大家，英文原版内容附在最后。
Project 1 - 针对巧克力产品的消费者调查
样本量：500（该产品使用者）
特殊需求：每个受访者接受25分钟的访问
入户访问
定点拦截访问
电话访问（保证一定手机使用率）
线上平台
Project 2 - 关于洗衣粉的持续跟踪调查
样本量：1000（全职太太）
特殊需求：每周50名受访者，持续20周。每个受访者接受20分钟的访问
入户访问
定点拦截访问
电话访问（保证一定手机使用率）
线上平台
Project 3 - 电脑辅助的广告投放测试
样本量：100（该产品使用者）
特殊需求：每个受访者接受10分钟的访问
电脑辅助的定点拦截访问
线上平台
Project 4 – 关于金融服务行业的座谈会
4个由指定金融行业用户组成的讨论组
面对面线下座谈会
线上视频座谈会
Project 5 – 在线研究社区
该项目需要考虑两个部分的报价，一个长期社区、一个短期社区。这个在线社区中将会使用当地语言进行访问，无需考虑翻译的费用。
长期社区:
一个持续12个月的基础研究社区，将从客户的零售链数据库中选择4000名顾客。包括以下项目：
客户品牌
客户将作为观察者登陆社区
每周的趣味小投票
在线讨论
12个定性研究项目，4个在线定量研究项目
每周定期更新报告，增加短小的陈述以及表格
访问可以采用电话或者网络的方式
客户将会提供小礼品送给受访者
短期社区:
一个持续6个周的基础研究社区，将从客户的零售链数据库中选择200名顾客。包括以下项目：
客户品牌
客户将作为观察者登陆社区
每周的趣味小投票
在线讨论
4个定性研究项目，4个在线定量研究项目
每周定期更新报告，增加短小的陈述以及表格
访问可以采用电话或者网络的方式
客户将会提供小礼品送给受访者
Project 6 – 关于IT硬件的B to B研究
样本量：200（负责IT硬件采购的高管）
特殊需求：每个受访者接受15分钟的访问
电话访问
在线访问
该项目要求代理公司自行寻找部分电话或线上受访者。
Project 7 – 手机用户满意度调查
样本量：200（智能手机拥有者）
特殊需求：该项调查使用智能手机进行，5分钟之内在线完成。
商务费用：需要明确平均每天客户需要支付的初、中、高级研究员的研究费用，以及合同之外的项目陈述的报价。
ESOMARGLOBAL PRICES STUDY 2014
PROFORMAPROJECT SPECIFICATIONS
This document outlines specifications for seven ad hocsurveys for which quotations are requested.
SUMMARY
Project 1 - A usageand attitude survey on a chocolate confectionery product
Sample: a quota sample of 500 regular users of theproduct.
Quotations are requested for a 25 minute interview:
- Face-to-faceinterviews in home
- Face-to-faceinterviews at central locations in urban areas
- Telephoneinterviewing (with the correct proportion being via mobile)
- onlineaccess panel
Project 2 - Atracking study on washing powders
Sample: a quota sample of 1,000 with housewives; 50interviews for each of 20 consecutive weeks (50 x 20).
Quotations are requested for 20 minute interviews:
- Face-to-faceinterviews in home
- Face-to-faceinterviews at central locations in urban areas
- Telephoneinterviewing (with the correct proportion being via mobile)
- onlineaccess panel
Project 3 - Acomputer assisted advertising pre-test
Sample: three matched quota samples of 100 adults whoare regular users of the product. 10 minute interviews:
- Computerassisted at central locations in urban areas
- onlineaccess panel
Project 4 – Groupdiscussions on common finance/banking services
Four group discussions amongregular users of certain specified common finance/banking services.
- In-persongroup discussions
- onlinefocus group discussions
Project 5 – ResearchCommunity
This project calls for twoquotes, a short term community and long term one. Please quote for one or both.The community will be conducted in a local language and there will be notranslations required.
Long term:
A private research community, tolast 12 months, of 4000 customers of a national retail chain, drawn from theclient’s database. Included in the project are:
- Clientbranding
- Clientlogins to act as observers
- Weeklyfun polls
- On-goinguser generated discussions
- 12 surveys and 4 onlinequalitative research projects
- Weekly updat reportand telephone call, plus a short presentation and tables for each of thesurveys and qualitative projects
- Meetingswill be via telephone or webinar as appropriate
- Incentivesprovided by client and administered by the agency
Short term:
A private research community, tolast 6 weeks, of 200 customers of a national retail chain, drawn from theclient’s database. Included in the project are:
- Clientbranding
- Clientlogins to act as observers
- Weeklyfun polls
- On-goinguser generated discussions
- 4 surveys and 4 onlinequalitative research projects
- Weekly updat reportand telephone call, plus a short presentation and tables for each of thesurveys and qualitative projects
- Meetingswill be via telephone or webinar as appropriate
- Incentivesprovided by client and administered by the agency
Project 6 – Businessto business survey on IT hardware
Sample: 200 executives responsible for authorising IThardware acquisitions from a sample list of 2,000, including telephone numbersand e-mail addresses, supplied by client. Interview lasts 15 minutes.
- Telephoneinterviewing
- online interviewing
The project also asks for telephone and online interviewingquotes based on the agency having to find their own sample.
Project 7 – Mobilecustomer satisfaction study
Sample: 200 owners of smartphones. Email addressessupplied by client. The research is conducted as a 5 minute online survey,completed on the smartphones.
Commercial tariffs- How much clients are charged per day for time spentworking by junior, mid-ranking and senior researchers. Also commercial ratesfor an uncontracted presentation.