2.20 Customer Attitudinal Research

Channel Sales Process Study
	Manufactures utilize multi-channel (Entity shop＋CRM＋E-commerce), to reach different market segment, to increase sales revenue and acquire more market share. CRM’s main tactics are Direct Mail, Catalogue Marketing, Tele-marketing, Email Marketing, Internet Marketing, Direct Response TV, Direct Response Newspaper, etc

Campaign Process Study
	Campaign Management System mainly includes 7 key modules:Target Customer Definition, Customer Profile Analysis, Target Group Release for Contact, Customer Communication, Customer Response, Customer Attendance Confirmation, and Campaign Analytics & Performance Assessment. Main campaign Scenario includes: Basic Campaign Scenario (EDM sending+ Website registration), Advanced Online Scenario (Banner＋Website registration). Campaign adopts communication vehicles with the lowest cost in consideration of the customers’ communication preference (Website－>EDM->SMS->DM->Telemarketing).

Qualitative Research Techniques
	Three Key Techniques: Projective Techniques: Interpretation of the pictures indicating brand image & individual’s personality Laddering Interview: Proceeding from product characteristics to consumers’ usage motives Role Playing: Lowered the respondent’s defenses and resulted in truthful answers

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