Creación de una marca cosmética y su comunicación

En aquest treball es pretén desenvolupar el llançament publicitari d’una nova marca per a un determinat grup empresarial, escollint, a l’efecte, com a hipòtesi de treball, el grup PUIG, i dins del mateix, dues de les seves tres divisions, les que tenen com a objecte fragàncies i cosmètica, l’anomenada “Prestige” (selectiu) i la coneguda com a “Beauty” (“mass market”). Es realitzarà, primer, un estudi del client, per comprendre millor les seves necessitats, s’analitzarà, seguidament, l’estat del mercat i de la competència, descobrint aquí que ninguna de les marques que es contemplen és exclusiva per al “target” “senior”, i s’entrarà, després, ja de ple, en el nucli de l’assessorament, escollint “target” (dones “seniors”) i segment (selectiu), apuntant l’oportunitat de dotar a una marca selectiva d’una comunicació agradable. Finalment, es realitzaran els corresponents projecte i “briefing” i es dissenyarà la campanya: “naming”, “packs”, anuncis...

Design effect and interviewer effects: Evidence from the Spanish ESS3-2006 Data

In 2007 the first Quality Enhancement Meeting on sampling in the European SocialSurvey (ESS) took place. The discussion focused on design effects and inteviewereffects in face-to-face interviews. Following the recomendations of this meeting theSpanish ESS team studied the impact of interviewers as a new element in the designeffect in the response s variance using the information of the correspondent SampleDesign Data Files. Hierarchical multilevel and cross-classified multilevel analysis areconducted in order to estimate the amount of responses variation due to PSU and tointerviewers for different questions in the survey. Factor such as the age of theinterviewer, gender, workload, training and experience and respondent characteristicssuch as age, gender, renuance to participate and their possible interactions are alsoincluded in the analysis of some specific questions like trust in politicians and trustin legal system . Some recomendations related to future sampling designs and thecontents of the briefing sessions are derived from this initial research.