| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 100 === The business of market research has been expanding since the local enterprises make more and more efforts trying to understand consumers’ needs with the assistances from market research firms offering new research methods and know-how supports. Given the overwhelming popularity of Internet and the fast-growing population of Internet users, online survey has become a popular research method that both academic and research communities widely employed with great potential opporutnities in the coming future. Since established in 1997, Focus Survey Research has been expanding its business scope with election research as its core business, and successfully covered its business to polls and market research since 2004. In order to provide clients with more comprehensive research services, FSR set up its online panel database since 2008 and started its strategy alliance with Easy Travel in 2011 launching E-Survey with a online panel database of 300,000 members, and started its online surevey business. This thesis would like to provide related industries or other new buiness units a reference by deep diving on different development stages of FSR, and evaluate how FSR could use its competitiveness to expand its online survey business and further define its marketing strategy planning.
The thesis concludes that the three objectives of the online survey development strategy of FSR as follows:
1) Deploys more comprehensive research techniques to meet the clients’ needs, and provide the clients with value-added services, which can help to expand the business scope of FSR accordingly;
2) Strategy alliances with partners from advertising, marketing, media buying and PR field to better increase the awareness of FSR among the market research industry;
3) FSR’s expertise and experiences of conventional research can help to make up for the weakness of the online survey sampling. The combination of online survey with the expertise from offline survey could develop a better online study platform which could even provide clients with better deliverables.
The thesis also aims to provide guidelines for FSR’s online survey further strategy development. Given the marketing strategy of “customized services”, the further online business will cover either research studies among its panel database on social issues / consumer trends or customer satisfaction study among the name list provided by clients. Based on the two major business segments, FSR would be suggested to be positioned as “a proactive and aggressive online survey information provider with good cost performance”. Based on its business function, FSR is recommended to be positioned as “clients’ in-house research consultant and partner, which can provide consultations on research projects, handle research requests and assist coordinations.”
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