study project communication evaluation

goals
analysis of communication activities of a BMW car dealer regarding the launch of the new MINI

method
1. quantitative computer-aided / assisted telephone intervies [CATI, n=278]
2. qualitative in-depth interviews [n=14]

target group
clients and non clients in the trading area of a car dealer

activities in detail
requesting and comparing quotations [RFQs for the telephone survey] from field agencies
development of questionnaire for the telephone survey
development of discussion guide for the qualitative in-depth intervies
preparation of test materials [scenes from TV commercial, print advertising, play cards...]
conducting in-depth interviews
data analysis and interpretation
preparation of presentation
presenting findings to client