運動品牌企業(yè)的定性與定量分析

1、工商銀行的定性與定量分析定性分析法:小組座談會(Focus group)服務(wù)部會選取一組(6 10人)具有代表性的消費者和客戶，在一個裝有單向鏡或監(jiān)聽裝置的房間里，在 主持人的組織下，就某個專題進(jìn)行討論，了解消費者的消費需求、心理和行為等重要特征，從而獲取對有 關(guān)問題的深入了解，為進(jìn)一步的定量調(diào)查奠定基礎(chǔ)。深度訪談法(In-depth interview)深度訪談是一種無結(jié)構(gòu)的、直接的、個人的訪問形式。工商銀行在訪問過程中，一個技巧熟練的訪問員深 入地訪談一個被訪者，用以揭示對某一問題的潛在動機、態(tài)度和情感。優(yōu)點是可以獲得比較全面的資料， 適合了解一些復(fù)雜的問題。專家意見法(Delphi te

2、chnique)專家意見法(也稱德爾菲法)是采用函詢或現(xiàn)場深度訪問的方式，反復(fù)征求專家意見，經(jīng)過客觀分析和多 次征詢，逐步使各種不同意見趨于一致。工商銀行首先邀請在業(yè)內(nèi)不同專業(yè)結(jié)構(gòu)的專家各自發(fā)表自己的意 見，然后由調(diào)查公司收回，將所有專家的意見反饋給各個專家，再請他們進(jìn)行評估或修正，然后由調(diào)查公 司收回，進(jìn)行相關(guān)的統(tǒng)計工作，并把結(jié)果再反饋給專家，專家再次修正，評估，然后將專家的意見進(jìn)行處 理，得出建設(shè)性的意見。根據(jù)不同課題需求，DELPHI法常進(jìn)行3-4輪。投影技法(Projection technique)攝影技法(PTM)旨在通過一種無結(jié)構(gòu)、非直接的詢問方式，工商銀行鼓勵被訪者把他們所關(guān)心

3、問題的潛 在動機、信仰和態(tài)度或感情投射出來，在投影技法中，并不要求被訪者描述他們的行為，而是讓他解釋他 人的行為，在解釋他人行為時，被調(diào)查者就間接地把自己的態(tài)度等投影到了有關(guān)的前景之中，包括聯(lián)想技， 完成技法，結(jié)構(gòu)技法和表現(xiàn)技法。定量分析法:電話調(diào)查(Phone survey)工商銀行利用電話作為媒介，與被訪者進(jìn)行信息交流，從而達(dá)到資料收集的目的。調(diào)查員被集中在某個場 所或?qū)ｉT的電話訪問間，在固定的時間內(nèi)進(jìn)行工作，督導(dǎo)現(xiàn)場管理。工商銀行的電話調(diào)查適用于一些簡單 的訪問，一般不超過10分鐘。它的優(yōu)點是整個項目的訪問費用較低，可以解除對陌生人的心理壓力。電話 調(diào)查有可分為傳統(tǒng)的電話調(diào)查和計算機輔助

4、電話調(diào)查。面訪調(diào)查(Face to face interview)工商銀行經(jīng)常使用入戶訪問、攔截式訪問和神秘顧客法。郵寄調(diào)查(Mail survey)工商銀行將調(diào)查的問卷及相關(guān)資料寄給被訪者，由被訪者根據(jù)要求填寫問卷并寄回的方法。有兩種方式： 留置問卷調(diào)查和固定樣本郵寄調(diào)查。應(yīng)用范圍包括：對時效性要求不高、樣本框較齊全、調(diào)查內(nèi)容較多、 調(diào)查問題較敏感的項目。Qualitative analysis:1. Team forum (group) todaySelecting a service department (6-10) is representative of the consumer

5、and the customer, in a one-way mirror or monitoring device, the host of the room, a group discussion topics, understanding of consumer demand, psychology and behavior and other important characteristics, thus obtaining relevant problems of deep understanding, to lay the foundation for further quanti

6、tative survey.depth interview method (to taste interview)Depth interview is a structure, direct and personal visit forms. In the process of commercial bank, a visit skilled player in-depth interviews a visit to reveal respondents to a problem of potential motivation, attitude and emotion. Can obtain

7、 comparative advantage is the material, suitable for comprehensive understanding of some of the complex problem.experts (Delphi technique)Expert advice method (also called Delphi method) is the depth of field visits or enquiry, repeatedly for expert advice, through the objective analysis and multipl

8、e consultation, and gradually make different opinions tend to agree. In the commercial bank first invite professional structure of each different experts express their own opinions, and then by the investigation company, will take all the experts opinion, all feedback to expert evaluation or modify

9、them, then by the investigation and related companies back, and the statistical work results feedback to expert, experts, evaluation, and then again to the experts opinion, draw some constructive Suggestions. According to different subjects, DELPHI may demand for 3-4 wheels.Projection techniques (Pr

10、ojection technique)Photography techniques (PTM) masterplan through a structure, not directly ask respondents, icbc encourage their concerns the potential motive, beliefs and attitudes and feelings in the projection techniques projection, and doesnt require respondents described their behavior, but l

11、et him explain the behavior of others, in others, respondents will indirectly put his attitude to the prospect of relevant projection, lenovo, including complete technique, technique and the structure of representation.Quantitative analysis:telephone surveyUsing the telephone as medium commercial ba

12、nk, and undertakes exchange of information, so as to achieve the purpose to collect data. Investigators are concentrated in some places or special telephone, in time, supervise site management. Icbc telephone survey applies to some simple access, usually less than 10 minutes. Its advantages are the

13、whole project of low cost, can visit to the psychological pressure of strangers. Telephone surveys have can be divided into the traditional telephone survey and computer assisted telephone erview-based survey (to interview Nebuchadnezzar Nebuchadnezzar),Icbc often use door access, intercept type access and mysterious customers.E-mail -Icbc will survey questionnaire and related information sent by the respondent, respondents according to the requirements of the questionnaire and return. Th