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[마케팅 리서치 협회]

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

Research World (오프라인)
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Research Magazine (온/오프라인)
MrWeb (온라인)
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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.

crap 한국 **** i love danica **** ... 226bw 2nd tier 3 3 star 3 stars ? a737 adobe advanced affordable affordable technology agency.com air conditioner airports aliens almost alright amazing amazing tvs ancient cellphones annoying anonyme antitrust apan appiances apple appliances as good as sony asia asian asian computer co, good asian technology for everybody asians ass assholes audio audio devices available at walmart aveda average awesome awesome dlp awful awful awful logo awful customer service back of mind bad bad phones bad quality bad reception ballack beautiful beauty bend best best brand best buy best korean electronics better better than you thought bien big business big screen tv black black plastic blackberry blackjack

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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전세계 Top5 안의 TNS와 GFK의 합병 논의가 진행되고 있다는 소식이 전해지고 있습니다. 두 회사 모두 유럽 기반의 회사 (TNS 영국, GFK 독일)인데다 비지니스 영역과 지역이 많이 겹치기 때문에 그 시너지 효과에 대해서는 일부 의문이 제기되고 있는 것 같습니다. (하단 기사 참고)

만약 성공적인 합병이 진행된다면 한 가지 떠오르는 생각이 가전유통 시장 점유율 조사(GFK)와  가전 마케팅 조사(TNS)를 엮어 보다 통합적인 인사이트를 전달 할 수 있는 리서치 서비스가 선 보일 것으로 예상합니다. 최근들어 리서치 분야에서 Insight Convergence가 하나의 방향으로 자리잡아나가고 있다는 느낌이 있습니다. 이것도 어쩌면 Research2.0의 한 축이 될 수도 있을 것 같네요.  

TNS is the world’s largest provider of custom market research to many of the world’s leading companies. It specialises in eight market sectors: Automotive; Consumer; Finance; Healthcare; Media; Political & Social (opinion polling); Technology; Worldpanel.

GfK AG is a worldwide market research organization providing services in the five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare

[관련 기사]
Industry reacts as GfK and TNS reveal merger talks

TNS and GfK in Merger Talks
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패널 리서치가 보편적인 미국에서 한 메이저 패널 회사가 소송으로 홍역을 치르고 있다. 소송의 내용 중 하나가 패널 규모를 정확하지 않게 공표를 했다는 것이다. 4,000,000 패널로 공표되고 있으나 전임 디렉터 중의 한명은 실제 패널 숫자는 600,000 패널이라고 주장하였다고 한다. 최근 뉴스에서는 패널 규모에 대해서는 문제가 없었다고 보도되고 있지만 이는 기준 잣대를 어디에 두느냐가 패널 규모를 결정하지 않았을 까 하는 생각이 든다. 패널 규모 기준을 실제 활동하는 패널로 기준을 잡을 것이냐 아니면 현재까지 누적된 가입자들을 패널 규모로 볼 것이냐 하는 것이다. 경우에 따라 제휴된 회사가 보유하고 있는 DB도 패널이라고 명명한다면 그 패널 규모는 쉽게 몇 백만으로 부풀려질수 도 있다.

Greenfield Online Updates Estimate for Litigation-Related Expenses  
Fox Buxiness, Thursday, Mar. 20 2008
"Specifically the Amended Complaint alleges, among other things, that the these statements were materially false and misleading because (1) they misrepresented the size of our online panel and (2) they failed to disclose that the Company was engaged in improper accounting practices"

Greenfield to Take Legal, Other Costs
CNNMoney, March 20, 2008: 06:54 PM EST
An audit committee investigation sparked by the lawsuit found there was no evidence for one claim in the lawsuit _ that the size of an online panel was misrepresented. However, the investigation did find accounting errors related to revenue recognition.

한국의 상황은 어떨까? 한국에서도 인터넷이 보편화되면서 패널 리서치가 확장되어 5만~30만 패널을 보유한 회사들이 몇 군데 있다. 간혹 몇몇 회사는 백만패널 등을 외치면 리서치 패널과 Opt-in 회원과 구분도 못하는 경우를 본적이 있다. 실제 리서치 패널이 개념이 생소한 경우 패널 규모부터 먼저 물어보는 경우가 많다. 결론 부터 이야기하자면 패널 규모는 진행하는 조사 양과 관리할 수 있는 역량 범위 안에서 유지하는 것이 좋다고 생각한다. 물론 패널 규모가 클 경우 표본 추출이 용이하고 보다 높은 대표성을 확보할 수 있지만, 패널들이 활동할 수 있는 기회가 작고, 참여율이 떨어지고, 관리가 되지 않아 수집되는 데이타의 품질이 떨어질 수도 있다는 것이다.

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미래를 보기위해서는 과거부터 공부해야되는게 맞다는 생각이 들어 MARKET RESEARCH HISTORY에 대한 책을 주문해 놓았습니다.. 해외구매라 배송이 상당한 시간이 걸리고 있지만...시장 조사에 대한 시야를 넓혀 줄 것 같아 많이 기대를 하고 있습니다.

가능하면 좋은 내용은 요약해서 블로그에 올릴까 생각중입니다. 관심있는 분들을 위해..아래 링크 및 소개서 내용입니다.


Insight Track
History of Market Research

For 60 years, ESOMAR has been at the heart of market research. From those early days, when market research was tentatively finding its place in society and business, to the sophisticated industry it is today, we are proud always to have pioneered best practice, standards and knowledge by reflecting the developing needs, concerns and interests of market researchers worldwide.

To celebrate we wanted to do something special - interesting, entertaining, thought-provoking and, most importantly, something that reflected the huge diversity and energy that makes up the world of market research. So the Insight Track project was born.

We have decided to look at the history, the present and glance at the future of market research. Starting 210 years ago with Thomas Malthus, we have gone on a journey to see the influence that research has had on developing a huge range of areas of life, from business and industry, to health care, to the way we govern our societies.

The picture that ‘Insight Track’ paints is of an industry that never stands still and that plays a much more significant role than anyone might think. But the story doesn’t stop there. We want to use the map as a starting point for an ongoing, collaborative piece of research on Research itself, which anyone can contribute to and which we can build together to be a unique resource for the industry.

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