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[PR캠페인] Research Proposal for PR campaign

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  • 2010.08.14 / 2019.12.24
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추천 연관자료
목차
1. Introduction and situation statement

2. Analysis of the Organization

A. Internal Environment
B. External Environment
C. Public Perception

3. Analysis of the publics

A, Identifying publics
B. Key Publics
C. Analysis of Key Publics
D. Benefit Statement

4. Research Questions

5. Research Program Design

A. Type of methodology
B. Survey Questionnaire
C. Sample Selection
D. Data collection
E. Analysis techniques

6. Research Findings

A. Survey Sample
B. Survey Result
C. Campaign Direction

7. Timetable

8. Appendices

A. Survey Questionnaire
B. Biographies of researchers
C. References
본문내용
4. Research Questions

a. What motivates customers to use FedEx Kinko’s international shipping services?
b. What factors or features make FedEx Kinko’s international shipping services different from other competitors?
c. What is the most effective way to communicate with our key public?


5. Research Program Design

A. Type of methodology

Survey
As a quantitative research, we have conducted a survey for the general public. Specifically, we focused on customers who have experienced FedEx Kinko’s service. This was because we expected to find out FedEx Kinko’s strengths and weaknesses from within, our existing customers.
We think this methodology was suitable for targeting the general individual public. We were able to get more objective validity and numerical data.


B. Survey Questionnaire
- Appendix

C. Sample Selection

We have conducted the survey on 100 existing customers. By visiting six of the FedEx Kinko’s centers located in highly populated areas around Seoul, respondents were conveniently selected. Therefore it can be assumed that they are representatives of the whole population to be studied.

D. Data collection

Location: FedEx Kinko’s centers were selected according to region and popularity. First dividing the centers to South and North, we selected areas with higher exposure to our current customers, specifically businesspeople and university students. After careful consideration, six centers were selected; Hongik University, City Hall, Seoul National University of Education, Gangnam, and two in Yangjae.

Time period: Surveys were conducted from 6th to 8th May, 2010. The dates were chosen to cover customers from both weekdays and weekend, for businesspeople using their breaks or after-work hours during the weekdays, and university students using their time off on weekends.

Method: Respondents were conveniently chosen from actual customers visiting and using FedEx Kinko’s. They were approached while waiting for their turn at the center, and informed of the intention of the survey. Each took approximately 3-5 minutes to fill out the questionnaire.


E. Analysis techniques

We expect that we could calculate degrees of customer attitudes toward FedEx Kinko’s service from quantitative survey result. And we could make various graphs that show differences, strengths, or TOM according to survey results.







6. Research Findings

A. Survey Sample

Age group of respondents Occupation
Use of transportation to FedEx Kinko’s Gender of respondents



Time taken to FedEx Kinko’s








참고문헌
Reports
역대 KCSI (Korean Customer Satisfaction Index) 2009년 조사결과
FedEx Korea 실적자료 2009
운수업통계조사보고서 2007
FEDEX MILESTONES IN KOREA 2009

Sites
www.fedex.com
www.fedex.co.kr
www.fedexkinkos.co.kr
http://www.ulogistics.co.kr
www.iata.or.kr
www.topix.com
http://fedexblog.org
www.icao.int
http://www.weeklytrade.co.kr
www.ktpress.co.kr/news/index.html

News Articles
http://consulting.kmac.co.kr/certify/certify_01b_4.asp
http://www.ebn.co.kr/news/n_view.html?id=379631
http://economy.hankooki.com/lpage/opinion/200604/e2006042416474548320.htm
http://www.airports.org/cda/aci_common/display/main/aci_content07_banners.jsp?zn=aci&cp=1_725_2
http://economysegye.com/articles/view.html?aid=20091104001074&cid=7112010000000
http://consulting.kmac.co.kr/certify/certify_01b_1.asp
http://magazine.hankyung.com/main.php?module=news&mode=sub_view&mkey=1&vol_no=638&art_no=24&sec_cd=1659
http://news.khan.co.kr/kh_news/khan_art_view.html?artid=200711301906041&code=920401
http://blog.naver.com/lafoi211?Redirect=Log&logNo=67683764

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