BLOG ARTICLE Market research 2.0 | 11 ARTICLE FOUND

  1. 2009.03.23 Market Research Industry 협회 및 관련 잡지 v1.0 (166)
  2. 2009.03.17 WPP boss Martin Sorrell shares his views (129)
  3. 2008.07.02 Engagement 온라인 조사 (89)
  4. 2008.06.20 KOSOMAR 온라인리서치 세미나 (67)
  5. 2008.06.03 태그(Tag)를 이용한 브랜드 자유 연상 (81)


혹시 시장조사 업계와 관련된 정보와 뉴스를 원하시는 분들은 아래 협회 / 잡지 / 사이트를 참고하시기 바랍니다.

[마케팅 리서치 협회]

KOSOMAR
한국 마케팅 여론 조사 협회
JMRA
Japan Marketing Research Association
ESOMAR
World Association of Opinion and Marketing Research Professionals (formerly European Society for Opinion and Marketing Research)
[마케팅 리서치 잡지 / 뉴스]

Research World (오프라인)
Quirk's (온/오프라인)

Research Magazine (온/오프라인)
MrWeb (온라인)
http://www.mrweb.com
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    Primary Sources: Interviews, Official Records and Reports, Autobiographies, First-Person Accounts, Speeches, Creative Works, Artifacts.

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몇 개월동안 마음으로만 포스팅을 하고 있습니다.

정리하거나 기록하고 싶은 이슈들이 있었음에도 불구하고 충분히 정리하고 올리겠다는 욕심 때문에 머리 솎에서만 차곡차곡 쌓이고 결국은 얼음 녹듯 서서히 기억에서 지워져가고 있는 것 같습니다.

그래서 시간적 여유가 생기기 전에는 간단하게 메모형식이라도 바로바로 포스팅을 하고자 합니다.
블로그의 역할이 생각의 전달도 있지만 뉴스의 전달도 무시 못하니까요.

오늘은 작년 말 부터 제 보스가 된 Martin Sorrell의 인터뷰 기사입니다. 보스이긴 보스인데 삼성그룹의 이건희 회장 정도 이니 회사생활하면서 한 번이라고 뵙게될지는 모르겠네요.^^

WPP boss Martin Sorrell shares his views
http://news.bbc.co.uk/1/hi/business/7942760.stm

몇 가지 눈에 들어오는 내용을 간단히 발췌합니다 .

- 남자가 사업을 하면서 인생의 Balance를 잡기는 남자가 출산하는 것과 거의 마찬가지다.(ㅋㅋ)

 In business school there was this course where we talked about work-life balance. If you wanted to get an A grade on the paper, you just drew three circles for career, family and society.

But I think the thing that you often forget at times like this is that balance, and balancing those three balls or those three areas and their intersections is critically important and there are very few people in the world who can do all three of them.

If you have founded a business, I often say it's as near a man can come to giving birth - not physically but at least mentally or psychologically, and then you are tied to the business.

- WPP의 3가지 동력은 신규시장, 뉴/디지털 미디어, 그리고 소비자 인사이트

For us, there have been three engines. One is the new markets which are now 27% of our business; second is new media or digital, which is now 25% of our business; and third is consumer insight, which we think is becoming more and more important.

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Engagement에 딱히 맞는 한국말을 찾기 힘든 것 같습니다. Engagment research를 자발적인 참여를 유도하는 조사라고 풀어쓰면 어떨까 합니다.

Engagement를 가미한 온라인 조사의 좋은 예가 있어서 하나 공유하고자 합니다. 일단 볼륨을 키우시고 아래 사이트에 접속해서 즐겁게 조사에 참여해보시기 바랍니다. 간단한 경품을 내걸고 하는 조사임에도 불구하고 높은 품질의 데이타를 수집하고 있으리라고 생각됩니다.


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  2. laboratory construction 2012.11.12 22:59 신고  댓글주소  수정/삭제  댓글쓰기


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다음 수요일에 코소마 주관으로 온라인 리서치에 대한 세미나가 개최될 예정입니다.

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태그와 태그클라우드를 이용해 사람들이 특정 브랜드에 어떤 단어와 문장들을 떠올리는지 알아보는 사이트가 있습니다. 먼저 Brand tags 를 방문하셔서 무작위로 제시되는 브랜드 로고를 본 후 이와 연상되는 단어나 문구를 입력해보시기 바랍니다.(영문) 이 사이트는 이미 어림잡아 1,000개의 브랜드에 대해 100,000개에 육박하는 태그를 수집하였고 그 결과를 태그클라우 형태로 누구에게나 공개하고 있습니다.

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일반적인 정량조사의 자유 연상 주관식 질문과 거의 동일한 형태로 질문하지만 공개된 상황에서 누가나 참여할 수 있는 방법으로 대규모 데이타 수집이 진행됩니다. 그리고 수집된 데이타는 나온 빈도 수를 막대 그래프로 표시하는 것이 아니라 글자의 크기나 굵기로 표시하여 전체 결과로 보다 직관적으로 인식할 수 있게 해줍니다.(태그클라우드). 몇 개의 결과를 보다 보니 방법의 신뢰성은 다소 이슈가 될 수 도 있지만 일반적인 사람들의 브랜드 연상을 보다 자연스럽게 잘 투영하지 않나 생각이듭니다. (결과 예: LG, Samsung, Hyundai)

이러한 사이트는 브랜드 관련 조사 전에 기초 자료 수집 차원에서 한 번 활용하는 것도 좋을 것 같습니다. 브랜드 조사에서 브랜드 관련 속성을 뽑기 위해 머리를 싸매는 것보다 진짜 소비자들이 떠올릴 수 있는 단어들을 쉽게 뽑아 낼 수 있을 것입니다. 그리고 좀 더 나아간다면 사전에 구성된 패널을 대상으로 진행하여 결과의 신뢰성도 높이고 그 결과도 태그클라우드로 표현하여 보고서를 보다 참신하게 만들 수 있지 않을까하는 생각이 들구요.


태그란? (위키피디아)
태그(tag)는 어떤 정보에 메타데이터(데이터를 위한 데이터)로 부여된 키워드 또는 분류이다. 일반적인 분류 체계와는 다른 어느 하나의 정보에는 여러 개의 태그가 붙어 그 정보를 다양한 면에서 연관성을 보여 줄 수 있으며 이렇게 제공된 정보나 자료는 접근이 쉽게 해주어 손쉽게 그 정보를 검색하고 노출시키고 분류하거나 다른 자료와 엮어 네트워크로 만드는 일을 쉽게 해 준다.
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