社会调查 橄榄油ACT.doc

红河学院 商学院组员：骆瑞美 唐桢妮 陶星 孙俪 张银莹第四次上传社会调查作业-橄榄油ACT第一部分1 INTRODUCTION 介绍J.W.Farina Ltd was established in Italy in 1888 and has become a market leader in the supply of Italian wines and oils to countries outside Italy.the company is particularly strong in France Austria and the UK. Olive oil is valuable to the human body,both inside and out.it eases dry skin and helps to keep the healthy.Major competitors are butter and margarines,the advantage of olive oil is that it has a shelf life of up to a year.there are many advantages that can be probed in the researchJ.W.Farina 有限公司于 1888 年在意大利成立，并已成为市场领导者的车皮葡萄酒供应和油到 意大利公司以外的国家是法国,澳大利亚和英国特别强。橄榄油是对人体有价值，里面和中雨减轻皮肤干燥和有助于保持身体健康。主要的同时是黄油、 人造黄油、 橄榄油的优点是它有保质期达很长，有很多益处，是可探测研究In the UK,Farina supply the oil to restaurants,but not to the general public.Farina is now considering the possibility of offering to the UK general public the same quality olive oil that it currently supplies to restaurants.the working name for this oil is domestoil.the company has experience of this market segment in Austria and France,which may be useful for this research在英国，Farina 供应油餐馆，但不是向公众公开。Farina 现正考虑向一般公众相同质量橄榄油，它目前提供给这种油的 餐馆.这个工作名称是 Domestoil 公司已在奥地利和法国的这个细分市场的经验可能有用的这项研究的英国发行的可能性2 OBJECTIVES目标the overall objective is to examine attitudes to the of olive oil in the home.this has been broken into the following sub-objectives总的目标是“研究在家里的橄榄油的状况，这已经被列到下面的子目标1 . to examine how oils are used in domestic settings调查怎样用油润滑国内设置 2 .to identify attitudes to domestoil and competing brands辨认态度到国货和竞争商标3 .to determine promotional platforms that can be used lanch domestoil确定使用国货的宣传平台we have detailed further areas beneath each objective每个目标下面，我们有更详细的说明1 . to examine how oils are used in domestic settings调查怎样用油润滑国内设置 this objective would seek to follow the oil from arrival in the home until it is consumed or disposed of in some other way .it will establish how many households keep olive oil in the home and what kinds of olive oil are usually kept.这一目标将寻求遵循到达家中的油，直到它被消耗或以其他方式出售,它将建立很多家庭在家保留橄榄油，并且什么样的橄榄油通常被保留。2 .to identify attitudes to domestoil and competing brands辨认态度到国货和竞争商标you will note that we have modified your original objective slightly. this objective would seek to go beyond the practical uses.您将注意到我们已略有修改您的原始目标。这一目标将设法超越实际的用途。3 .to determine promotional platforms that can be used lanch domestoil确定使用国货的宣传平台this objective is far more exploratory and will help to discover what appeals to the most promising segments for the brand这一目标是远远更深入的探究，并将有助于发现什么是品牌最有前途的部分第二部分the telephone gives us the opportunity to select people accurately and swiftly.This gives an assurance of achieving the desired number and type of respondents.电话使我们有机会选择人准确和迅速。这给达到所期望的受访者的数量和类型的保证。5.1Purpose（n.意志；（进行中的）行动；目的；作用；）This stage aims to quantify how many households keep olive oil in the home and the kinds of olive oil that are usually kept.It will also give percentages of olive oil brand names of which householders are aware.We will provide percentages for both spontaneous and prompted awareness.By establishing classification data,we will know what type of people buy and use,and the prices they are prepared to pay.we do not think the negative name association will need to be probed at this phase,but we can add a question on that too.这个阶段的目的是确定有多少户把橄榄油在家庭和橄榄油的种类，通常保存。它也会给比例的橄榄油品牌的住户都知道。我们将提供比例的自发性和促使意识。通过建立分类数据，我们将知道什么类型的人购买和使用，而且价格他们准备pay.we不想负协会名称需要探讨在这一阶段，但我们可以加上一个问题。5.2Population and sampling（人口和采样）We have made the decision to carry out 200 interviews in households of different sizes.This will give a spread of responses and the opportunity to identify interesting differences.It will be with the person mainly responsible for the household shopping.我们已经决定进行采访200不同大小的家庭。这会给一个扩散反应和机会发现有趣的差异。它将与个人主要负责家庭购物。We have set interlocking quotas as follows:我们有联锁配额如下：Household size Male Female Total sample家庭大小 马累 俘男红粉 总样本1 25 25 50 2 25 25 503 25 25 504 25 25 50Total（总计） 100 100 2005.3Procedure（诉讼程序，（议会的）议事程序；罕进行；程序，手续；工序，过程，步骤；） The questionnaire will be developed by Research for Success and sent to Farina for approval. The questionnaire will probe the following:问卷将被研究成功开发和发送到花粉批准。将探头以下：.What kinds of olive oil are usually kept?什么样的橄榄油通常是保存？.what other kinds of olive oil are householders aware of?什么其他种类的橄榄油是家长的认识？.What is olive oil currently used for?橄榄油目前使用的是什么？.Which groups of people are most likely to make use of high-quality olive oil?这群人最有可能利用优质橄榄油？.What quantities are they likely to buy?什么数量是他们可能会买？Where possible,questions will be per-coded,but,for costing purposes,we have assumed five open-ended questions and a maximum duration of ten minutes.In the case of the open-ended questions,code frames will be prepared,based on the response of the first 10 per cent.在可能的情况下，问题将每个编码，但是，成本目的，我们假设了五个开放式问题和最多十分钟的时间。在开放式问题的情况下，编码帧将被准备，基于第一10厘的响应。第三部分3.DESK RESEARCH 案例研究3.1 Purpose目的Our search of secondary sources will be carried out to refine the objectives and provide lines of enquiry for the next stages. Specifically, the desk research phase will gather information on national usage of oils over the last ten years. This trend data should give a useful indication about the status of the marketplace. At this point , we must also generate a list of brand names and uncover any pertinent information on competing brands that may be useful in the next parts of the research .The desk research will attempt to establish following :我们的第二阶段的调查将进行细化目标，为下一阶段咨询线。具体而言，案例研究阶段将聚集在一个国家橄榄油的使用信息，在过去的十年。这一趋势的数据应该给这个市场的地位的一个有用的指示。在这一点上，我们也必须产生一个品牌名称的列表和发现任何相关的信息，对竞争品牌可能在研究的下一部分是有用的。这个案例的研究将试图考虑如下问题：How many households keep olive oil in the home ?有多少家庭家里总是备有橄榄油？What kinds of olive oil are usually kept ?他们通常备什么品牌的橄榄油？What is olive oil currently used for ?目前使用橄榄油是为了什么？What prices are charged ?他们怎么定价？What bottle sizes are used ?使用多大的瓶子？What promotions are currently used ?目前怎样促销？Who should be the target audience ?谁应该是目标群众？3.2 Procedure程序The search will begin internally with Farina ; we should ask that you to allow us to consult personnel who may have access to records . We would brief them on the requirements of the research and we would expect to hold three meetings for this purpose .The sales team mentioned in the brief may be part of this . We would expect access to : (possibly indirectly )internal reports on the domestic marketplace ; information on distribution to restaurants ; correspondence with customers ; regional buying patterns ; any complaints . These will all be indicative of the likely domestic marketplace and will indicate strengths and will help in segmentation . 调查将从法里纳