{"id":13033,"date":"2015-01-22T01:25:12","date_gmt":"2015-01-22T01:25:12","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=13033"},"modified":"2026-01-25T19:37:09","modified_gmt":"2026-01-26T00:37:09","slug":"reifenmarkenmonitor-usa-deutschland-brasilien","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/reifenmarkenmonitor-usa-deutschland-brasilien\/","title":{"rendered":"Reifenmarkenforschung in den USA, Deutschland und Brasilien"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n
\n\n\n

Kontext<\/h2>\n

Anfang 2014 schloss SIS International Research eine l\u00e4nder\u00fcbergreifende Online-Studie zum \u201eTire Brand Monitor\u201c ab, die sich auf den US-amerikanischen, deutschen und brasilianischen Markt konzentrierte.<\/p>\n

Der Kunde war ein deutsches Unternehmen, das f\u00fcr einen chinesischen Reifenhersteller arbeitete. Ziel war es, einen Baseline-Markenmonitor in den wichtigsten Zielm\u00e4rkten USA, Deutschland und Brasilien durchzuf\u00fchren.<\/p>\n

The objective of this quantitative study was to gather and analyze data relating to perceptions and expectations of the client\u2019s brand and its competitors, from end-customers who were interested in automotive topics and had a basic level of knowledge about different tire brands in those markets<\/a>.<\/p>\n

Zu den wichtigsten Themen dieser quantitativen Studie geh\u00f6rten:<\/h3>\n

Ungest\u00fctzte Markenbekanntheit
\nVerbesserte Markenbekanntheit
\nMediennutzung und Informationsquellen
\nKauf- und Qualit\u00e4tskriterien
\nMarkenbekanntheit
\nMarkenimage im Wettbewerbsumfeld
\nSpezialkenntnisse zu \u201eGr\u00fcnen\u201c Reifen (= Reifen mit geringem Rollwiderstand), Reifenkennzeichnung etc.
\nAlign marketing strategies for growth<\/a> and advantage<\/p>\n

L\u00f6sung<\/h2>\n

After reviewing the specifications of the project and after analyzing the project objectives in more detail, the client decided, based on SIS recommendations, to conduct this project by making use of computer assisted web interviews<\/a> (CAWI) online.<\/p>\n

Als Zielgruppe wurde die Zielbev\u00f6lkerung bestehend aus st\u00e4dtischen Amerikanern \/ Deutschen \/ Brasilianern festgelegt, die ein Auto besa\u00dfen und unterhielten und in den letzten 24 Monaten mindestens einmal die Entscheidung zum Reifenwechsel trafen. Die Stichprobengr\u00f6\u00dfe wurde auf 500 interviews per market<\/a><\/b> mit einer Interviewl\u00e4nge zwischen 15 und 20 Minuten<\/b>.<\/p>\n

Nachdem alle Projektspezifikationen fertiggestellt und die Materialien notwendigerweise in die lokalen Sprachen \u00fcbersetzt worden waren, programmierte das SIS-Team den Fragebogen.<\/p>\n

As the study needed to be conducted in three different countries, continuous consultation and especially a regularly monitoring were inevitable pillars of the SIS project<\/a> management. As this project was conducted across three different time zones, SIS had to pay<\/a> explicit attention to every detail, market characteristics and differences that might occur and influence the final results.<\/p>\n

The entire project was supervised by the German office out of Berlin. The German team was responsible for the direct communication with the client as well as the overall logistical implementation of the project. As SIS International Forschung<\/a> has conducted many similar projects in the past, SIS was able to solve all upcoming challenges during the run of the project so that in the very end another global quantitative project was successfully completed.<\/p>\n

\u00dcber SIS<\/h3>\n

SIS International Research is a leading global Markt<\/a> Research, Market Intelligence and Strategy firm with over 30 years of experiences in conducting national, international and global projects.<\/p>","protected":false},"excerpt":{"rendered":"

Erfahren Sie mehr aus unserer Fallstudie zu einem Markenforschungsprojekt, das wir weltweit durchgef\u00fchrt haben.<\/p>","protected":false},"author":1,"featured_media":62999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/13033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=13033"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/13033\/revisions"}],"predecessor-version":[{"id":81597,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/13033\/revisions\/81597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/62999"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=13033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/categories?post=13033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/tags?post=13033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}