Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data
Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data
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消费者理解与广告策略：阶梯数据分析与策略转化
DOI：
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发表时间：
2001
期刊：
影响因子：
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通讯作者：
J. Olson
中科院分区：
文献类型：
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作者：
T. J. Reynolds;J. Olson
两个主要的障碍存在的扩散阶梯作为一种管理工具首先，纯粹的数量单调乏味的工作，分析师必须执行完成一个分析增加了过度的成本，任何研究。其次，许多熟悉该技术的人仍然难以从数据到战略再到执行设计和影响。本文通过描述一种新的软件支持工具来解决这两个问题，以使数据分析成为一项更合理的任务，并讨论战略制定和实施的问题。使用了狗粮数据产品类别中的一个示例。
Two major obstacles exist to the proliferation of laddering as a management tooL First, the sheer magnitude of tedious work an analyst must perform to complete an analysis adds excessive costs to any study. Second, many who are familiar with the technique still have difficulty bridging from data to strategy to executional design and implications. This paper addresses both of those issues by describing a newly available software support tool to make the data analysis a more reasonable task and by discussing the issue of strategy development and implementation. An example within the product category of dog food data is used.