JP2001331627A - Market research method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a market research method which can collect more informa tion by questionaries in a short time and obtain a highly reliable research result by eliminating the need for a researcher to visit the homes of researched persons individually and greatly saving the labor, time, and cost for market research. SOLUTION: For example, a server notifies a client that questionaire research is being made in a homepage on the server and the client which is notified of that accesses the homepage on the server and answers the questionaires. Specially, the server sets an information collection rate indicating the rate of the number of clients answering the questionaire to the number of clients notified of the questionaire practice and clients as many as the number obtained by dividing the target number of answers to the euqestionaire by the information collection rate are notified of the questionaire practice for the 1st time.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a market research method.

[0002]

2. Description of the Related Art A conventional market research method that has maintained the most statistical significance is a visiting interview method, that is, a researcher visits a surveyee's home individually to give a survey to the surveyee. In addition to conducting a questionnaire survey in accordance with a questionnaire, presenting a product to be surveyed to a surveyee, a questionnaire survey on the product was conducted.

[0003] When the survey target is an image such as a television commercial of a product or a sound such as a radio commercial of a product, the researcher visits the home of the subject with the reproducing device and uses the reproducing device. In addition, the surveyee was asked to view an image or sound of a commercial or the like of a product, and a questionnaire survey was conducted on the image.

[0004]

However, in the conventional market research method described above, it is necessary for a researcher to individually visit homes scattered all over the country in order to increase the reliability of the survey results. This requires a great deal of labor, time, and cost, and it has been difficult to obtain highly reliable survey results within a short period of time.

[0005] In recent years, in particular, the surveyee may be away from home even if a researcher visits each home due to a decrease in the home stay rate.
In addition, there was a risk that a smooth research activity could not be performed, sometimes being misunderstood as a product sales activity.

[0006] Market research may be conducted using the Internet, which has been rapidly developed in recent years. However, as in most open market research at present, a server simply conducts a questionnaire survey on a homepage. Even if it is presented and released, since the client (surveyee) who accesses the homepage is a person within a limited range, biased responses such as gender and age may be collected, which may reduce the reliability of the survey result. There is.

[0007] Moreover, in the market research using the Internet, it is possible to conduct a larger number of questionnaire surveys in a shorter time than in the conventional case where a researcher visits each home individually, but the same person Can answer the same questionnaire multiple times, and this may also reduce the reliability of the survey results.

[0008]

Therefore, according to the present invention, the server sends a questionnaire execution notification to the client that a questionnaire survey is being executed on the server homepage, and the client receiving the notification notifies the client of the server. To access the homepage and answer the questionnaire.

In addition, the server sets a questionnaire collection rate indicating the ratio of the number of clients who answered the questionnaire to the number of clients who sent the questionnaire notification, and sets the target number of questionnaire responses by the questionnaire collection rate. Added the first questionnaire notification to the divided clients.

[0010] In addition, after the first notification of the questionnaire is performed, if the answer of the target number of the questionnaire is not obtained after a predetermined period elapses, the client who has performed the first notification of the questionnaire is notified. The second questionnaire implementation notification is now sent to the number of clients who divide the number of missing responses among the clients different from the questionnaire by the questionnaire collection rate.

When the client accesses the home page of the server, the server displays a screen for questionnaire survey to the client, and when the client operates a predetermined location on the screen for questionnaire survey, the server issues a questionnaire to the client. A separate image / audio playback screen is displayed from the survey screen, and a predetermined image or audio is played back on the same image / audio playback screen, and the client views the image or audio on the questionnaire survey screen. I have to answer.

[0012] The server accepts a questionnaire answer only to a specific client registered in the server in advance.

In particular, when the server registers the client, the server stores the date of birth of the client and the communication path when the client accesses the home page of the server. When the client accesses the home page of the server, the client is required to enter the date of birth and password, and the client registers in advance from the entered date of birth, password and communication path. Identify a particular client.

[0014]

DESCRIPTION OF THE PREFERRED EMBODIMENTS The outline of a market research method according to the present invention will be described. (1) A server such as a research company is set in advance so that a questionnaire survey can be performed on a homepage. (2) Server sends to client (surveyee)
The fact that the questionnaire survey is being conducted on the server homepage, the purpose of the questionnaire survey, the survey period, and a password unique to each client are notified by e-mail. (3) The client receiving the notification from the server accesses the home page of the server. (4) The server displays a questionnaire screen on the display of the computer used by the client. (5) The client responds to the questionnaire items displayed on the questionnaire survey screen in order, and further clicks on a predetermined image / voice playback button displayed on the questionnaire survey screen. Notifies the computer that the image / audio playback button has been clicked. (6) The server displays an image / audio reproduction screen separate from the questionnaire survey screen on the display of the computer used by the client, and
A predetermined image such as a television commercial of a product or a predetermined sound such as a radio commercial of a product is reproduced on the audio reproduction screen. (7) The client who has viewed the image or audio reproduced on the image / audio reproduction screen answers the opinion on the image or audio on the questionnaire investigation screen, and clicks a predetermined transmission button displayed on the questionnaire investigation screen. When a click operation is performed, the client computer transmits questionnaire response data to the server computer. (8) The server collects questionnaire response data from the server computer and totals the data.

As described above, in this market research method, the server notifies the client that the questionnaire is being conducted on the server homepage, and the client receiving the notification accesses the server homepage. Responding to the questionnaire, the researcher does not need to visit the surveyee's home individually as in the past, greatly reducing the labor, time, and cost of market research. As a result, many questionnaires can be collected within a short time, and highly reliable survey results can be obtained.

Moreover, even if the subject is likely to be away during the daytime, he can use his free time at home to respond to the questionnaire, thereby improving the questionnaire collection rate. And highly reliable survey results can be obtained.

In particular, when the survey target is an image such as a television commercial of a product or an audio such as a radio commercial of a product, the researcher does not need to visit the home of the subject by carrying a reproducing device. Can save even more effort, time, and money for market research, collect more surveys in less time,
It is possible to obtain highly reliable survey results.

[0018]

DESCRIPTION OF THE PREFERRED EMBODIMENTS Embodiments of the present invention will be specifically described below with reference to the drawings.

FIG. 1 is a diagram schematically showing a market research method according to the present invention, in which a market research of a product or a TV commercial of the product is performed using the Internet as follows.

First, a server 1 such as a survey company is used in advance by using a computer 2 used by the server 1.
Is set up so that a questionnaire survey can be conducted on the homepage established by.

Further, the server 1 registers in advance a client 3 resident in a wide area or a client 3 of a wide age group in a database, and
Understand population characteristics such as age, occupation type and durable consumer goods holding status, etc.

Next, the server 1 sends a notification to the client 3 (surveyee) by e-mail to the client 3 (surveyee) that the questionnaire is being conducted on the home page of the server 1 (see FIG. 1, (Indicated by arrow 4). Also,
Along with the notification of the questionnaire, the purpose of the questionnaire survey, the survey period, and a password unique to each client 3 are also notified to the client 3 at the same time.

At this time, the server 1 is biased in the survey area, the target age, the population characteristics, etc. from among the clients 3 that have previously grasped the population characteristics such as gender and age, the status of possession of durable consumer goods, and the like. In order to avoid this, a questionnaire implementation notification is sent only to specific clients 3 randomly selected according to the target number of responses to the questionnaire.

For this reason, the server 1 registers in advance the clients 3 living in a wide area and the clients 3 of a wide age group, and preliminarily registers the clients 3 of gender, age, occupation and the like.
It is easy to grasp the attributes of the questionnaire and to conduct a questionnaire survey among the clients 3 that are suitable for the current questionnaire survey, thereby eliminating the bias of the questionnaire respondents. As a result, the statistical significance of the survey results can be maintained, and the reliability of the survey results can be improved.

When registering the client 3, the server 1 sends the user ID, name, date of birth, mail address,
The communication route to access the homepage (for example,
Provider name, etc.).

In this embodiment, when the server 1 notifies the client 3 of the questionnaire, the questionnaire collection rate indicating the ratio of the number of the clients 3 who answered the questionnaire to the number of the clients 3 who sent the questionnaire is notified. The first questionnaire execution notification is given to the number of clients 3 who set in advance and divide the target number of questionnaire responses by the questionnaire collection rate,
Furthermore, after the first questionnaire implementation notification is performed, if the server 1 does not receive the answer of the target number of questionnaires after a predetermined period set in advance, the first questionnaire implementation notification is issued. The second questionnaire execution notification is automatically sent to the number of clients 3 obtained by dividing the number of insufficient answers among the clients 3 different from the client 3 who has performed the question 3 by the questionnaire collection rate.

As a specific example, for example, the ratio of the number of clients 3 who responded to the questionnaire to the number of clients 3 who made the questionnaire implementation notification is calculated from the past results of the questionnaire survey, and the ratio is used as the questionnaire collection rate. If the target number of responses to the questionnaire is 100 (for example, 80%), and the target number of responses to the questionnaire is 100, divided by the questionnaire collection rate of 80%, 125 clients 3 The first questionnaire notification.

Then, after a lapse of a predetermined period (for example, 10 days) from the day when the first questionnaire implementation notification was issued,
If only 100 responses can be obtained from the target questionnaire, for example, only 75 responses can be obtained, among the clients 3 that are different from the client 3 that sent the first questionnaire notification Number of respondents divided by 25 from the questionnaire collection rate of 80%
The second survey notification is automatically sent to one client 3.

Further, taking a case where market research is conducted by allocating survey subjects by gender, age, region, etc., for example, the survey subjects are men and women in their twenties and thirties.
In the case of conducting a survey with equal allocation to 0 people, in the conventional market research method, 20 men of 20 to 24 years old, 20 men of 25 to 29 years old, and 20 men of 30 to 34 years old 20 males, 35 to 39 years old, 20 to 24
20-year-old women, 25-29-year-old women, 30-3
Although a questionnaire survey was performed on 20 4-year-old women and 20 35-39-year-old women, in this embodiment, a questionnaire collection rate of 80% is set in advance, and The number of respondents divided by the questionnaire collection rate of 80%, that is, 25 men aged 20 to 24, 25
25 men aged 29 to 25, 25 men aged 30 to 34, 3
25 men from 5 to 39 years old, 25 women from 20 to 24 years old,
25 women 25-29 years old, 25 women 30-34 years old
The first questionnaire execution notification is sent to the client 3 of 25 women and 35 women 39 to 39 years old.

After a lapse of a predetermined period (for example, three days before the end of the questionnaire survey period) from the day when the first notification of the questionnaire was sent, only 18 questionnaire responses were obtained from men aged 20 to 24 years. If there is no response, the number of respondents, which is the number obtained by dividing two missing answers among the clients 3 different from the client 3 who sent the first questionnaire implementation notice by the questionnaire collection rate of 80%, is 20 to
The second survey notification is sent to the 24-year-old male client 3.

As a result, even if the questionnaire cannot be collected from all the clients 3 who have given the notice of conducting the questionnaire, the number of responses to the questionnaire can be made close to the target number of responses to the questionnaire, and the number of valid responses in market research can be secured. Can improve the reliability of the survey results.

Moreover, even if the target number of responses to the questionnaire cannot be obtained even by the first notification of the questionnaire, the response to the questionnaire targeting the number of the questionnaire by the second notification of the questionnaire is performed. As close as possible to the number, the reliability of the survey results can be further improved.

In particular, when market research is performed by allocating survey subjects, a questionnaire survey notification is again performed according to the number of insufficient responses for each allocation, so that a questionnaire targeting the number of questionnaires for each allocation can be obtained. , The number of valid responses in market research can be secured, and the reliability of the cross-tabulated survey results can be improved.

The client 3 receiving the questionnaire execution notification from the server 1 as described above is the client 3
Using the computer 5 used by the user, the homepage of the server 1 is accessed (indicated by an arrow 6 in FIG. 1), and the questionnaire is answered on the homepage of the server 1 as follows.

That is, the client 3 accesses the home page of the server 1 and inputs the password and the date of birth of the client 3 requested by the server 1 and transmits them to the computer 2 of the server 1 (arrow 6 in FIG. 1). The server 1 displays a questionnaire screen 7 as shown in FIG. 2 on the display of the computer 5 used by the client 3 (indicated by an arrow 8 in FIG. 1).

At this time, the server 1
It is determined whether or not the client 3 is the predetermined client 3 registered in advance based on the date of birth and the password entered by the user and the communication path when the client 3 accesses the server 1, and determines that the client 3 is the predetermined client 3. Only when it is identified, the questionnaire screen 7 is displayed on the display of the computer 5 used by the client 3.

Therefore, it is possible to prevent the same client from repeatedly answering the same questionnaire multiple times.
The reliability of the survey results can be further improved.

Next, the client 3 sequentially answers the questionnaire items 9 displayed on the questionnaire survey screen 7,
Further, when a predetermined image / audio reproduction button 10 displayed on the questionnaire survey screen 7 is clicked, the computer 5 of the client 3 clicks the image / audio reproduction button 10 with respect to the computer 2 of the server 1. Is notified (indicated by an arrow 11 in FIG. 1).

Upon receipt of the notification, as shown in FIG. 3, the server 1 displays an image / audio reproduction screen 12 separate from the questionnaire screen 7 on the display of the computer 5 used by the client 3. At the same time, a predetermined image such as a television commercial of a product or a predetermined sound such as a radio commercial of a product is reproduced on the image / audio reproduction screen 12 (indicated by an arrow 13 in FIG. 1).

Then, the client 3 who sees the image displayed on the image / sound reproduction screen 12 answers his / her opinion on the image on the questionnaire screen 7, and transmits the predetermined transmission displayed on the questionnaire screen 7. When the button 14 is clicked, the computer 5 of the client 3 transmits the answer data of the questionnaire to the computer 2 of the server 1 (indicated by an arrow 15 in FIG. 1).

As described above, in the present embodiment, the screen 7 for questionnaire survey and the screen 12 for image / sound reproduction are provided separately.
A step of transmitting data to be displayed on the questionnaire screen 7 from the computer 2 of the server 1 to the computer 5 of the client 3 (indicated by an arrow 8 in FIG. 1).
Since the step of transmitting data to be reproduced on the image / audio reproduction screen 12 (indicated by an arrow 15 in FIG. 1) is separated, only the data reproduced on the image / audio reproduction screen 12 can be transmitted at high speed. The client (surveyee) can view images and sounds with the same viewing sensation as commercials etc. that are actually broadcasted, and send it to a questionnaire. Can answer.

Since the questionnaire survey screen 7 and the image / sound reproduction screen 12 are provided separately, the questionnaire item 9 displayed on the questionnaire survey screen 7 is viewed while the image / sound reproduction screen 12 is displayed. Can be viewed from the viewpoint corresponding to the questionnaire item 9, so that the user can view the image or the sound to be investigated.

Finally, the server 1 collects questionnaire response data from the computer 2 of the server 1 and totals the data. At this time, since the answer data of the questionnaire is electronic data, the server 1 can easily total the questionnaire.

As described above, in this embodiment, the server 1 notifies the client 3 that the questionnaire survey is being carried out on the home page of the server 1, and the client 3 receiving the notification notifies the client 3. Survey respondents by visiting the homepage of the researcher, eliminating the need for the investigator to visit the surveyee's home individually as in the past, greatly increasing the labor, time, and cost of market research. As a result, a large number of questionnaires can be collected within a short time, and highly reliable survey results can be obtained.

In addition, even if the client (surveyee) tends to be away during the day, he / she can use the free time at home to respond to the questionnaire survey, thereby improving the questionnaire collection rate. With this, a highly reliable survey result can be obtained.

In particular, in this embodiment, when the client 3 accesses the home page of the server 1, the server 1
Displays the questionnaire screen 7 on the client 3,
When the client 3 operates a predetermined location on the questionnaire survey screen 7, the server 1 displays an image / voice playback screen 12 separate from the questionnaire survey screen 7 on the client 3, and also displays the image / voice playback screen 12 on the client 3. Since a predetermined image or audio to be surveyed is reproduced on the screen 12 and the client 3 who has viewed the image or audio responds to the opinion on the image or audio on the questionnaire screen 7, the survey Is an image such as a television commercial of a product or an audio such as a radio commercial, the investigator does not need to carry a playback device to visit the subject's home as in the past. Labor, time, and cost can be further reduced, and a large number of questionnaires can be collected in a short period of time. The result can be obtained.

[0047]

The present invention is embodied in the form described above, and has the following effects. (1) In the present invention, the server sends the
A notice is given on the server homepage that the survey is being conducted, and the client who receives the notification accesses the server homepage and answers the questionnaire. Eliminating the need to visit the investigator's home individually, significantly reducing the effort, time, and cost of market research, collecting more surveys in less time,
Highly reliable survey results can be obtained.

In addition, even if the surveyor is likely to be away during the daytime, he can use the free time at home to respond to the questionnaire survey, thereby improving the questionnaire collection rate. , You can get reliable research results. (2) In the present invention, the server sets a questionnaire collection rate indicating the ratio of the number of clients who have answered the questionnaire to the number of clients who have sent the questionnaire, and sets the target number of questionnaire responses to the questionnaire collection. Because the first survey notification is sent to the number of clients divided by the rate, even if we can not collect the survey from all the clients who sent the survey notification, we will aim for the number of survey responses You can get closer to the number of survey responses, secure the number of valid responses in market research,
The reliability of the survey results can be improved. (3) In the present invention, after the first questionnaire implementation notice is given, if the answer of the target number of questionnaires is not obtained after a lapse of a predetermined period, the first questionnaire implementation notice is given. Since the second survey notification is sent to the number of clients who divided the number of missing responses from the clients who differed by the questionnaire collection rate, Even if the target number of questionnaires cannot be obtained, the second survey notification can bring the number of questionnaire responses as close as possible to the target number of questionnaire responses. The reliability of the result can be improved. (4) According to the present invention, when the client accesses the home page of the server, the server displays a questionnaire screen to the client, and when the client operates a predetermined location on the questionnaire screen, the server notifies the client. In addition to displaying a screen for image and sound reproduction that is separate from the screen for questionnaire survey, a predetermined image or sound is reproduced on the screen for image and sound reproduction, and the client uses the screen for questionnaire survey to comment on the image or sound. When the survey target is an image such as a television commercial of a product or a sound such as a radio commercial of a product, the surveyor visits the home of the surveyee with the playback device You do n’t have to
With this, the labor, time and cost for market research can be significantly reduced, many questionnaires can be collected in a short time, and highly reliable survey results can be obtained. (5) In the present invention, since the server accepts a questionnaire response only to a specific client registered in the server in advance, a client resident in a wide area or a client of a wide age group is registered in advance. As a result, client bias can be eliminated, and the reliability of the survey results can be improved. (6) In the present invention, when the server registers the client, the server stores the date of birth of the client and the communication path when the client accesses the home page of the server. Notify each client of a unique password, and when the client accesses the server's home page, request the client's date of birth and password input, and the client will enter the date of birth, password, and communication path Identifies a particular client as registered, preventing the same client from responding to the same survey more than once, thus improving the reliability of the survey results. Can be done.

[Brief description of the drawings]

FIG. 1 is an explanatory diagram schematically showing a market research method according to the present invention.

FIG. 2 is an explanatory diagram showing a questionnaire survey screen.

FIG. 3 is an explanatory view showing an image / audio reproduction screen.

[Explanation of symbols]

 1 Server 2, 5 Computer 3 Client 7 Questionnaire survey screen 10 Image / voice playback button 12 Image / voice playback screen 14 Send button

Claims (6)

[Claims] 1. A server sends a notice to a client that a survey is being conducted on a server homepage to a client, and the client that receives the notification accesses the server homepage and answers the questionnaire. A market research method characterized by the following. 2. The server sets a questionnaire collection rate indicating a ratio of the number of clients who have answered the questionnaire to the number of clients who have sent the questionnaire execution notification, and sets the target number of questionnaire responses by the questionnaire collection rate. 2. The market research method according to claim 1, wherein the first questionnaire implementation notification is sent to the divided clients. 3. After the first notification of the questionnaire is performed, if the target number of responses to the questionnaire cannot be obtained after a lapse of a predetermined period, the client who has performed the first notification of the questionnaire is performed. 3. The market research method according to claim 2, wherein a second questionnaire execution notification is sent to a number of clients obtained by dividing the number of deficient responses from the clients different from the questionnaire by the questionnaire collection rate. 4. When the client accesses the home page of the server, the server displays a questionnaire survey screen to the client, and when the client operates a predetermined location on the questionnaire survey screen, the server issues a questionnaire to the client. A separate image / audio playback screen is displayed from the survey screen, and a predetermined image or audio is played back on the same image / audio playback screen, and the client views the image or audio on the questionnaire survey screen. The market research method according to any one of claims 1 to 3, wherein a reply is made. 5. The market research method according to claim 1, wherein the server accepts a questionnaire answer only to a specific client registered in the server in advance. 6. The server stores the date of birth of the client and the communication route when the client accesses the home page of the server when registering the client, and notifies the client of the result of each client together with a notice of conducting a questionnaire. When the client accesses the home page of the server, the client is required to enter the date of birth and password, and the client registers in advance from the entered date of birth, password and communication path. 6. The market research method according to claim 5, wherein the client is identified as a specific client.