Romania (2009): Consumer Research Design Brand Equity Tracking 2009
收藏资源简介：
Purpose/Objective: 1. To measure LP relative position vs. competition on awareness, usage, key attributes ownership, overall and value ratings. 2. Benchmark vs preperiod 3. Assessment of media activity effectiveness, triple tested concept perception and newpack impact on consumers 4. Pricing max price willing to be paid by consumers Central locations recruiting Self completition + interviewer assisted The questionnaire wil have three parts:Recruitment questionnaire Brand equity questionnaire Media effectiveness questionnaire 1st part: Recruitment questionnaire will be filled in Brand equity questionnaire will be placed for respondents to fill in Respondents fill in the brand equity questionnaire 2nd part Interviewers will pick up the brand equity questionnaire Informations in the Restage questionnaire will be collected (interviewer administred), aided by photos of the new pack and shots with the restage campaign ads Demographic info to be collected Attributes to be rotated in order to eliminate bias.
