إدارة الأبحاث التسويقية في جهة العميل

A4 :
http://www.scribd.com/doc/181193815 :
} :
{ :
( )Flickr :
http://www.flickr.com/photos/usfwsmtnprairie/5393464127/
.
Young Girl and Kite :
..
..

..
" "..

. .................................................................................
| 6 | 7 | 8 |
| | 3 4
.2 ..............................................
| 22 | 23 24
22
.3 24 .............................................................
| 26 | 27 | 3 |3
| 3 | 32 |33
| 34 | 3 | 36
| 37 | 37 | 38
|33 ( )Online4
| 4 ( )RFP | 43 |43
|46 |43 | 4
| |7 |7
|3 | 6 |62 | 6
| 66 |68 63
.4 ...............................................................
| 7 | 72 | 73
|73 | 74 | 7 76
. ...................................................................
| 8 |8
| 83 |83 |84 |8
|8 |86 87
.6 ...................................
88
| ................................................................
| .................
32
.6 .............................................................
37
.7 ......................................................................
38

( )The Client Side
()2
()
( )The Agency Side

( )Detailed Job Description ()3

.
" ) (Vulgarization
"
()4
( ... )

2 "IPSOS, Nelsien, GFK, TNS, Yougov etc" :
.
3

4 ..
( )

...

( )
.

:
:
.
:
.

.

.

.

:

.

.

.

.

:

:
. :

.
.2 : ( )

(.)
.3 :

%
( )Scribd.com .

( ) (.)
( :)2 22
7 - 6 28 - 243

.

.
.
:

-

(.)( )ESOMAR

.
:
.

ESOMAR global market research report 2012

10
:
ESOMAR

27 :
27 2446 23 2843
22 334
( % 2 ) ( )
( :
)
:
.

[ 220252
] ISO 3
(2) ESOMAR )3( MRS

( .)22
http://www.esomar.org/uploads/industry/reports/global-market-research-2012/ESOMAR-GMR-2012_Preview.pdf
2
3
11

327 :
" British
"Nurse Florence Nightingale

.
824
" "Straw Polls
"Straws in the wind" : " "

.

.
12
( 872 _ 342)

( )
" "Curtis

"."The Saturday Evening Post
34 (
) " "AMA ""Wharton
" "Curtis
.

A New Brand of Business | Charles Coolidge Parlin Curtis Publishing

| Company, and the Origins of Market Research | by Douglas B.Ward
TEMPLE UNIVERSITY PRESS - Philadelphia 2010
13

.

" :
....
.
.
.

.
.
:

....
14
.

.
.

.
.

: .
.

)" :( 33

% 3 % 43
"% 38
Market Research Explained by ESOMAR, case study # 14
15
.
o :

.
o :

.
o :

.
o :

.
o : ( )

.
o :

.
16
.

:
. :
":"Quantitative research
()

% 8
.
( )Online Research

%
.
17
":"Qualitative research
()

% 2
: ( )Focus Groups

( )mini groups
( )In-depth Interviews

( (paired interviews
()
.
":"Observation research

:

()Mystery Shopping
" "

( ) (
)
18

( ) .
Retail Audit

.Trade studies
.2 ( :)Desk Research

" "Second Hand ( )Secondary research

.
19
:
:
. :
...
.
.2 : :
...

.
:

( )
20
.

.
.
( )
( ) [ ]24 4
%8 %2 :
.

.

.
21

( )
:
: (:)Client Side

- - :
22
: ()Agency side

( ).

.
23

( )ESOMAR

:
http://www.esomar.org/knowledge-and-standards/codes-and-guidelines.php
:
ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH
http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ICCESOMAR_Code_English_.pdf
------------------------------------------------------------ ( )MRS :
https://www.mrs.org.uk/pdf/code_of_conduct.pdf
------------------------------------------------------------Market Research Association The code of Marketing Research Standards

:
http://www.mra-net.org/images/documents/expanded_code.pdf
------------------------------------------------------------:
Council of American Survey Research Organizations (CASRO) Code of Standards and Ethics
http://www.casro.org/?page=TheCASROCode
------------------------------------------------------------ [
...]
.
24
)

)
)

25
34

.

.

.
.
( ))( RFP .
RFP: Request For Proposal, AKA RFQ: Request For Quotation./

26
)2 ( ...
DD/MM/YYYY :
:

()Project Owner
---------------------------------------------------------- : ( )CC
.
---------------------------------------------------------- :
---------------------------------------------------------- :

.
---------------------------------------------------------- : .
---------------------------------------------------------- :
[ .

]
---------------------------------------------------------- : (
)
.
---------------------------------------------------------- http://www.scribd.com/doc/181193815 :
27
( ... )2 2
:

-:
- ( : ...)
-2 ( : ...)
-3 ( :
...)
-4 .
.
:

.
---------------------------------------------------------- :

-
.
---------------------------------------------------------- :

.
28

:
...
.
() ()

( ) :
:
() .
:
( )Up-to-date
.

.

....

) (Tracking Surveys

()Building a contact history database
:
( )
.
29
:

( )

.
:
344 : .
3442 :
[ :
] .

.
30
3443 :

( )

.
3444 :

.

.

... .
31
( )

( )

()

.
344 ( ) :

.
:

.
: .
32

.

.
3424
( )

.

)
33
)

.
( ) :
Euromonitor International: www.euromonitor.com
Gartner: www.gartner.com
International Data Corporation: www.idc.com
Thomson Reuters Corporation https://thomsonreuterseikon.com/
1234-

.

.
34
)

.

.

:
http://www.scribd.com/doc/40735232
35
)
( )Gant Chart

.
()Gant Chart
21-D ec
20-D ec
19-D ec
18-D ec
17-D ec
16-D ec
15-D ec
14-D ec
13-D ec
12-D ec
11-D ec
10-D ec
9-D ec
8-D ec
7-D ec
6-D ec
5-D ec
4-D ec
3-D ec
2-D ec
1-D ec
30-Nov
29-Nov
28-Nov
27-Nov
26-Nov
25-Nov
24-Nov
23-Nov
22-Nov
21-Nov
20-Nov
19-Nov
18-Nov
17-Nov
16-Nov
15-Nov
14-Nov
13-Nov
12-Nov
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6

( )

36
)

-

(.)
)

( )Excel ( )SPSS
.
.

.
!!
37
)

.

)diagonalisation(:
.

()Slide:ology

38

( ) .

.

(( )2 2)

.

.

.
( )Online

:
1
:
.

( )ESOMAR
%8
.
39
()Online

( )Online

..
( )

( ( " )( "Google Docs

:
1- http://www.questionpro.com
2- http://www.sogosurvey.com/
3- http://fluidsurveys.com/
4- http://www.novisystems.com/
5- http://www.surveymonkey.com/
" " .
40
34242

.

( )RFP - -

.
41
42
) ()RFP

.

()

[ .]47-46
* .
) ( )RFP

43

[ .]7-6

:
...
.

.
[ ]

.
44

" . "

.

:
45
)Request For Proposal (RFP) Form . (1/2
From:
Date:
Subject:
-----------------------------------------------------------------------------BACKGROUND:
----------------------------------------------------------------------------BUSINESS OBJECTIVES:
-

:
----------------------------------------------------------------------------RESEARCH OBJECTIVES:

( )

----------------------------------------------------------------------------PURPOSE OF RFP:
:
The Primary objective of this RFP is to engage the bidder to prepare a proposal as a response and
to conduct a market research for (Company Name) if he win.
----------------------------------------------------------------------------RESEARCH METHODOLOGY:

.
-----------------------------------------------------------------------------INFORMATION AREAS:

.
46
---------------------------------------------------------------------------)-Request For Proposal (RFP) Form . (2/2

-SPECIFIC ACTION RESULTING:
( )
.
----------------------------------------------------------------------------TARGET GROUP:

: [
]
----------------------------------------------------------------------------SAMPLE SIZE:

: ...
----------------------------------------------------------------------------TIMING:

.
----------------------------------------------------------------------------RFP COORDINATOR / COMMUNICATIONS

.
-----------------------------------------------------------------------------COST TO DEVELOP PROPOSALS AND RESPONSES TO RFP:

:
Cost to develop proposals in response to RFP are entirely the obligation of the bidder submitting
this proposal and shall not be chargeable in any manner to (Company Name).
-----------------------------------------------------------------------------PRELIMINARY SUBMISSION AND AWARD SCHEDULE:

.
% % 3 : %
- % + ( % 3 % 8 % 3 ).
47
:

( ...)

( )

.
( )The Conversion Model

( )censydiam
:
http://w3.ipsos.com/marketing/censydiam/
48
:

.
)

.

( ).
:
[ ] :
.
[ ] :

.
[ ] :

.
49
[ ]
:
( )
.
[ ] :
.
[ ] :
.
[ ] :

[ ] :

.
[ ] ( ) :

( ) .
[ ]

50
()
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
* .
[) ]
51

:

.

%
.%
52

( :
)

.
-
.

[ : :
:
: " : :
.
: " ]
53
)

( ...)
.

-

( )
-

.

.

.
32 .
54
)2 ( ....
2
:
Trim TNS

...
( )

(.)2

.

.
(:
( )(3) FGD's
).

.
2 :
.
FGD's: Focus Groups Discussions
55
( ... )2 2

.

.

(.)

()2
IQCS
:
(.)3
:
( )
.

( )Company credential or Profile

!.

.
3
)The Interviewer Quality Control Scheme (http://www.iqcs.org

.
56
)

( )
.

.
:

.
)

( )2

.

.
2

.
57

(.)

( )FGD's ) ))2(IDI's

.

.
.
1 :
8 .
2 IDI's : In-depth-Interviews
58
)

: ( )1 ( ))2( Tabulation
( )(3) Transcripts
.

( ).

.
: ( )Power Points

.

2

3
Transcripts 3
.
59
:
:
http://www.scribd.com/doc/110057054
)

" :
" ( ) :
( ) :

.
1880
60
( )Legend

.
( )Lables .

.
.
: ( )Tabulation
.
:
.
:

.

.

.

.
.
61
)

()

(
)

"
"

:
- ( )Bias

.
-2

.
-3 :
( )Presentation Skills .
62
-4 :

.

.

" : ... "
:
63
...

.

.
64
:
-

( )
-2
-3
( )Brand Associations
: .
-4
65
)
" : "
.
( )

.
66
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
()Raw data
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
2 3 4
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
.....................................................................................................................................
67
)

( ) ""Dropbox.com
( )Folder

"
"
:

[ _ _
] [ _ _ ]
33 33 [ _ _ ]
: 22
( ).] 2 8[ :
:
( ) . . ( )Raw data ( )Tabulation ()Transcripts . : .
68
)
%
.

.

.

.

.
69
()
" "
:
.
"

" ( )2
.

.
"
" ( )3

.
2 ()3522
3 . .
70
: ( )1
.
44 :

.

:

: ( ) )( FMCG
Unilever P&G
71

:
:

:
:
( )

:

.
442 :

:

.
72
443 :

( ).

: .
444 :

:
| | | ( ) | |

()Gant Chart
73
44 :

%3

.

:
-
.
-2 .
-3 .

.
:

74

( )FMCG %
%
()FMCG %4 % 47
.
( % 4 )% ...

( )ROI
.

.
446 :

( )

:
75
:
( )
:
. . .....
. - .
:
( )knowledge sharing sessions :
-
447 ( ):

.
76
: :
.
.
: :
.
. ( )
: .
.
: .
: .
: :
.
.
.

77
: :
.
.

: :
.
.
.
.
.
78
( )
:

.

.

.

.

.
.
79
4 :

!

" "business is business

(

()
" :
" ( )
:

: .
63 :
80
.
: .
42 :
:

( )PDF ( )Ms Word

.

( )Footer
( : ).
81
:

( )Confidentiality Agreement
3

.
( )Freelancers

...

.

82
43 ( )

( )Client Side

""

.
43 ( )

83
4 :

.
:
( )Transcripts

( )
:

.
84
46 :
( )Synovate
( )

:

.
47
( )Tracking Survey

.
85
48 :

.

.
:
o .
o
( ).
o .
o ( )

.
86
43
o
.
o ( )Online %3
.
o

:
( ) %2
.%
o %
%7
%
.
o

( )Online
.
o
...
( )Freelancer
.
o :

.
87
6
6
|
|
:
- :
.
- :
.
.
.
.
88
- :
.
.
.
- :
.
.
.

- ( )
.
.

.
.
.
( )
.

.
89
""Rate Cards

.

( )

.
:
( ) ( ).
.
( )
7
:
90

)CATI + F2F (B2C
-
)CATI + F2F (B2B
-2
((Online
-3
((CLT
-4
Focus Group Discussions
-
Mini Group Discussions
-6
In-depth Interviews
-7

:
)Urban cities (Riyadh, Jeddah, Dammam/Khubar
F2F
31-35
Min.
F2F
26-30
Min.
F2F
21-25
Min.
F2F
16-20
Min.
CATI
CATI
CATI
Up to Up to 15 Up to 20
10 Min.
Min.
Min.
)In SAR / Cost Per Interview (CPI
Geographies
Interview type
Margin
of error
22.4%
14.1%
10.0%
7.1%
5.8%
5.0%
4.5%
4.1%
3.8%
3.5%
3.3%
3.2%
3.0%
2.9%
2.8%
2.7%
2.6%
2.2%
2.0%
2.0%
Interview Lentgh
Rate
Sample Size
Card #
AA1 Up to N = 20
AA2 Up to N = 50
AA3 Up to N = 100
AA4 Up to N = 200
AA5 Up to N = 300
AA6 Up to N = 400
AA7 Up to N = 500
AA8 Up to N = 600
AA9 Up to N = 700
AA10 Up to N = 800
AA11 Up to N = 900
AA12 Up to N = 1000
AA13 Up to N = 1100
AA14 Up to N = 1200
AA15 Up to N = 1300
AA16 Up to N = 1400
AA17 Up to N = 1500
AA18 Up to N = 2000
AA19 Up to N = 2500
AA20 N = 2500 +

-4
.
91
:
( )

.
()Research Director

:
.

.
.
.

.

.
92
()Associate Research Director

( )
% 3
:
.
.
.

.
(:)Research Manager

:

.
.
( ) .
.
.
93
(:)Senior Research Executive/Analyst

:
.
(
) .
.
SPSS, SAS, Quanvart :
.
(:)Research Executive/Analyst
:

(
...)

.
( ) ( )
-
.
94
( )
( ).

.

.
()Moderator
:
8 .
4
.

.
.

.
95
()Freelancer
- :

-2 :
.
-3 :
.
96
|6

.

.

( )Scribd.com

.
97
|7
4 384. . ( ) .
Synovate 28 2 2
Synovate Ipsos Ipsos
.22
2 22 .-

Nov 2010 | 1.0
.
m.sbeai@gmail.com:
http://twitter.com/msbeai
http://sa.linkedin.com/in/almohannadalsbeai

...
98

إدارة الأبحاث التسويقية في جهة العميل

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

إدارة الأبحاث التسويقية في جهة العميل

Uploaded by

Copyright:

Available Formats

A4 :

( )The Agency Side

ESOMAR global market research report 2012

(2) ESOMAR )3( MRS

"Nurse Florence Nightingale

A New Brand of Business | Charles Coolidge Parlin Curtis Publishing

------------------------------------------------------------Market Research Association The code of Marketing Research Standards

RFP: Request For Proposal, AKA RFQ: Request For Quotation./

)Request For Proposal (RFP) Form . (1/2

---------------------------------------------------------------------------)-Request For Proposal (RFP) Form . (2/2

-----------------------------------------------------------------------------PRELIMINARY SUBMISSION AND AWARD SCHEDULE:

( )The Conversion Model

)The Interviewer Quality Control Scheme (http://www.iqcs.org

" "business is business

)In SAR / Cost Per Interview (CPI

()Associate Research Director

(:)Senior Research Executive/Analyst

You might also like