市场研究招聘

什么是市场研究招聘？

招聘是进行大多数定性（和定量）市场研究的最重要且最困难的步骤之一。这是一项具有挑战性且耗时的任务，需要一个人 识别、联系和吸引 找到合适的人参与研究。如果没有真正代表目标市场的人的合作，研究项目的结果将毫无价值。

您如何进行招聘？

Not all recruiting is alike. Different approaches must be considered depending on the desired number of recruits, how quickly they need to be found, and the budget size. The following are some common ones.

• 电子邮件 can be sent to a purchased list, e.g. subscribers to a publication or newsletter, attendees of a trade show, or members of a professional organization. Individuals already have certain known and shared interests or profiles in all such cases.
  • 大列表的子集可用于进行在线或电话调查的预测试，或可将其拆分并用于多个项目，而无需多次联系任何个人。
• 在线小组 A已经选定了同意在指定时间间隔提供信息的研究参与者。许多市场研究公司利用在线小组来节省为客户项目招募人员的时间，因为此类小组通常拥有大量已根据基本人口统计学或心理统计学进行筛选的成员。
  • Companies that create online panels often act as intermediaries and send out surveys on your behalf, but they do not disclose the email or phone number of the panelist to you. This makes panels less useful for qualitative work.
• 社交媒体
  • 对于 B2B 招聘而言， LinkedIn has become a handy tool. Potential participants can be contacted after using parametric tools to hone in on members who meet certain screening criteria.
  • 相似地， Facebook can be used to find consumers whose profiles match the desired criteria for a study.
• 广告 从印刷版到在线版等多种媒体上进行推广都可能是有效的。  通过在特定的报纸、杂志或网站上刊登广告，可以征求人们参与某些类型的市场研究，例如，具有特定职业、疾病或生活状况的人可以通过这种方式了解研究对象的需求。
• 搜索引擎市场 （例如 Google AdWords）提供了一种独特的方式，可以根据用户搜索的关键词来招募用户。例如，
  • 搜索皮肤科医生的人可能是研究润肤露、面霜、药物、癌症检测或类似与皮肤护理或问题相关的主题的最佳候选人。
  • 同样，在搜索中输入股票代码而不是股票或公司名称的人更有可能了解金融服务和投资机会并对其感兴趣。
• 推荐， or Word of Mouth (WOM) may be used to build a pool of participants. Of course,since there is the likelihood that friends, colleagues and family may have much in common, this can be either a positive or a negative depending upon the research objectives. If the goal is to find people with a shared background or set of “likes”, then this can be a good source of participants. If, on the other hand, the research seeks a more diverse population, this might be a less effective approach.

何时使用每种方法

每种情况下所需的时间和成本都会有所不同。

• For research that involves the broadest market (think of fast food, coffee, cold medicine, phone service), a very large panel is likely to have representative members, so the time and cost of recruiting will be lower.
• 然而，如果一个项目需要从低发病率（罕见）人群中招募，那么就需要投入更多的精力和成本来寻找足够的参与者。

下一步

• 小心 筛选问题 和 配额 可以提高被邀请者真正“合格”而不是“专业人士”的可能性。
• 足够的 赔偿 或激励措施 (e.g., cash, gifts) are strong motivators for ensuring cooperation—whether online, on the phone, or in person—but they add to the project’s expense.
  • 向参与者提供某种形式的反馈（例如调查结果摘要报告）也是一种很好的激励方式。
• 为了 定性 研究 （焦点小组、一对一或 IDI）时，必须非常清楚地指示和提醒招募者他们必须参加的日期、时间和地点。即使是确认信、电子邮件或电话也不能确保一个人遵守承诺参加。如果出现工作、家庭或其他社会义务，招募者可能不会联系研究公司或根本不出现。出于这个原因，许多研究会过度招募，预计缺勤率会达到一定水平，就像航空公司超额预订航班一样。
• 招聘 在线座谈会 creates a different set of potential problems. When people are told that they can earn points, gifts, or cash, they might be tempted to join for that reason alone. There may be little to no incentive to be honest, thoughtful, or careful in answering any questions. Ideally, the subject matter or product/service being studied will be salient and relevant to the participant. Knowing their answers to a set of profile questions can help mitigate this issue.
• In all cases, the best way to recruit is to use a third party. This can be the same company conducting the study if you are outsourcing it, or it can be a list broker or panel provider you contact yourself.

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SIS 国际 提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们还进行访谈、调查、焦点小组和其他市场研究方法和途径。 联系我们 为您的下一个市场研究项目提供帮助。