{"id":18888,"date":"2015-09-19T22:38:57","date_gmt":"2015-09-19T22:38:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=18888"},"modified":"2025-09-16T17:58:11","modified_gmt":"2025-09-16T21:58:11","slug":"%e3%82%b7%e3%83%a7%e3%83%83%e3%83%94%e3%83%b3%e3%82%b0%e3%83%aa%e3%82%b5%e3%83%bc%e3%83%81","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ja\/solutions\/branding-and-customer-research-solutions\/shop-along-research\/","title":{"rendered":"\u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u30a2\u30ed\u30f3\u30b0\u5e02\u5834\u8abf\u67fb"},"content":{"rendered":"

\u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u30a2\u30ed\u30f3\u30b0\u5e02\u5834\u8abf\u67fb<\/h1>\n\n\n\n
\"SIS<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\u30b7\u30e7\u30c3\u30d7\u30a2\u30ed\u30f3\u30b0\u5e02\u5834\u8abf\u67fb\u3068\u306f\u4f55\u3067\u3059\u304b?<\/h2>\n\n\n\n

Shop-along research is a special type of one-on-one, in-depth interview that examines actual shopping behavior rather than behavior that is recalled and reported after the event.<\/p>\n\n\n\n

\u8b70\u8ad6\u306e\u30c8\u30d4\u30c3\u30af\u9818\u57df\u306f\u3001\u6b21\u306e\u3088\u3046\u306a\u3082\u306e\u306b\u57fa\u3065\u3044\u3066\u6c7a\u3081\u3089\u308c\u307e\u3059\u3002<\/p>\n\n\n\n

    \n
  • \u306e \u88fd\u54c1<\/strong>: displays, shelving, signage, packaging, labeling, pricing, and branding.<\/li>\n\n\n\n
  • \u306e \u5b9f\u5e97\u8217<\/strong>\u30ec\u30a4\u30a2\u30a6\u30c8\u3001\u7167\u660e\u3001\u64cd\u4f5c\u6027\u3001\u6e05\u6f54\u3055\u3002<\/li>\n\n\n\n
  • \u4eba\u4e8b<\/strong>: availability and helpfulness of staff, salespeople, and\/or customer service.<\/li>\n<\/ul>\n\n\n\n

    Here are some specific questions –not all of which apply to each situation \u2013 that allow for interaction with consumers and deeper probing during the shopping process:<\/p>\n\n\n\n

      \n
    • \u3069\u3053\u304b\u3089\u59cb\u3081\u307e\u3059\u304b? (\u88fd\u54c1\u306e\u5834\u6240\u304c\u308f\u304b\u308a\u307e\u3059\u304b\u3001\u305d\u308c\u3068\u3082\u30b5\u30dd\u30fc\u30c8\u3092\u4f9d\u983c\u3059\u308b\u5fc5\u8981\u304c\u3042\u308a\u307e\u3059\u304b?)<\/li>\n\n\n\n
    • How easy is it\/how long did it take to find the product?<\/li>\n\n\n\n
    • \u5e97\u5185\u306e\u79fb\u52d5\u306f\u7c21\u5358\u3067\u3059\u304b?<\/li>\n\n\n\n
    • \u9014\u4e2d\u3067\u4f55\u304b\u6c17\u304c\u6563\u308b\u3053\u3068\u306f\u3042\u308a\u307e\u3059\u304b?<\/li>\n\n\n\n
    • \u5546\u54c1\u306e\u914d\u7f6e\u306f\u76ee\u7acb\u3064\u3088\u3046\u306b\u306a\u3063\u3066\u3044\u307e\u3059\u304b?<\/li>\n\n\n\n
    • \u30d6\u30e9\u30f3\u30c9\u3001\u30af\u30fc\u30dd\u30f3\u3001\u7279\u5225\u4fa1\u683c\u306e\u5f71\u97ff\u306f\u4f55\u3067\u3057\u3087\u3046\u304b?<\/li>\n\n\n\n
    • Is the product easy to reach (and be picked up)?<\/li>\n\n\n\n
    • \u30d1\u30c3\u30b1\u30fc\u30b8\u306b\u306f\u5185\u5bb9\u7269\u306b\u95a2\u3059\u308b\u5fc5\u8981\u306a\u60c5\u5831\uff08\u30c6\u30ad\u30b9\u30c8\u3068\u753b\u50cf\uff09\u304c\u8a18\u8f09\u3055\u308c\u3066\u3044\u307e\u3059\u304b?<\/li>\n<\/ul>\n\n\n\n

      \u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u30fb\u30a2\u30ed\u30f3\u30b0\u30fb\u30ea\u30b5\u30fc\u30c1\u3092\u5229\u7528\u3059\u308b\u30bf\u30a4\u30df\u30f3\u30b0<\/h2>\n\n\n\n

      \u3053\u306e\u65b9\u6cd5\u3092\u4f7f\u7528\u3059\u308b\u6700\u3082\u4e00\u822c\u7684\u306a\u7406\u7531\u306f\u3001\u6d88\u8cbb\u8005\u304b\u3089\u5373\u6642\u304b\u3064\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u306e\u30d5\u30a3\u30fc\u30c9\u30d0\u30c3\u30af\u3092\u5f97\u308b\u3053\u3068\u3067\u3059\u3002 \u8cfc\u5165\u3092\u691c\u8a0e\u3057\u3066\u3044\u308b\u5834\u6240\u3068\u6642\u671f<\/strong>.<\/p>\n\n\n\n

      \u3053\u306e\u8abf\u67fb\u624b\u6cd5\u3067\u306f\u3001\u307b\u307c\u3059\u3079\u3066\u306e\u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u4f53\u9a13\u3092\u8abf\u67fb\u3067\u304d\u307e\u3059\u304c\u3001\u3055\u3089\u306b\u4e00\u822c\u7684\u306a\u30b5\u30a4\u30c8\u3092\u3044\u304f\u3064\u304b\u7d39\u4ecb\u3057\u307e\u3059\u3002<\/p>\n\n\n\n

        \n
      • \u30b9\u30fc\u30d1\u30fc\u30de\u30fc\u30b1\u30c3\u30c8<\/li>\n\n\n\n
      • \u300c\u5927\u578b\u300d\u5e97\u8217<\/li>\n\n\n\n
      • \u5c0f\u58f2\u5e97\uff08\u4f8b\uff1aVerizon\u3001Home Depot\uff09<\/li>\n\n\n\n
      • \u85ac\u5c40<\/li>\n\n\n\n
      • \u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u30e2\u30fc\u30eb<\/li>\n\n\n\n
      • \u8eca\u306e\u30b7\u30e7\u30fc\u30eb\u30fc\u30e0<\/li>\n<\/ul>\n\n\n\n

        \u30b7\u30e7\u30c3\u30d7\u30a2\u30ed\u30f3\u30b0\u306f\u3069\u306e\u3088\u3046\u306b\u884c\u308f\u308c\u307e\u3059\u304b?<\/h2>\n\n\n\n
        \"SIS<\/figure>\n\n\n\n

        <\/p>\n\n\n\n

        A trained qualitative researcher should be hired to observe and question what shoppers are seeing, thinking, and feeling about the shopping environment, the product and its category (including competition and alternatives).<\/p>\n\n\n\n

          \n
        • \u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u304b\u3089\u306e\u610f\u898b\u3092\u53c2\u8003\u306b\u3001\u4e3b\u306b\u81ea\u7531\u5f62\u5f0f\u306e\u8cea\u554f\u3092\u542b\u3080\u30c7\u30a3\u30b9\u30ab\u30c3\u30b7\u30e7\u30f3 \u30ac\u30a4\u30c9\u304c\u4f5c\u6210\u3055\u308c\u307e\u3059\u3002<\/li>\n\n\n\n
        • \u30b9\u30de\u30fc\u30c8\u30d5\u30a9\u30f3\u3084\u30d3\u30c7\u30aa\u30ab\u30e1\u30e9\u306a\u3069\u306e\u9332\u753b\u6a5f\u5668\u306f\u3001\u4e00\u822c\u7684\u306b\u3001\u30b7\u30e7\u30c3\u30d4\u30f3\u30b0 \u30a2\u30ed\u30f3\u30b0\u306e\u69d8\u5b50\u3092\u30d3\u30c7\u30aa\u3067\u64ae\u5f71\u3057\u3001\u5f8c\u3067\u5206\u6790\u3057\u305f\u308a\u5171\u6709\u3057\u305f\u308a\u3059\u308b\u305f\u3081\u306b\u4f7f\u7528\u3055\u308c\u307e\u3059\u3002\u307b\u3068\u3093\u3069\u306e\u5834\u5408\u3001\u3053\u306e\u4f5c\u696d\u306b\u306f\u7b2c\u4e09\u8005 (\u901a\u5e38\u306f\u30a4\u30f3\u30bf\u30d3\u30e5\u30a2\u30fc\u306e\u4f1a\u793e\u306e\u4eba) \u304c\u5fc5\u8981\u3067\u3059\u304c\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u81ea\u8eab\u304c\u305d\u306e\u4f5c\u696d\u3092\u3059\u308b\u3053\u3068\u3082\u53ef\u80fd\u3067\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u306f\u9593\u8fd1\u3067\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u306b\u89b3\u5bdf\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002<\/li>\n<\/ul>\n\n\n\n

          Qualified users of a product or category or who frequent a targeted business location need to be recruited. This can be accomplished at least two ways.<\/p>\n\n\n\n

            \n
          • Market Research companies typically have an existing panel for whom known demographics and purchase histories are known. An appropriate sample may then be further screened and contacted to participate in the research. Arrangements are made for the interviewer to meet the shopper at a designated time and place to begin the shop-along experience.<\/li>\n\n\n\n
          • \u30aa\u30f3\u30b5\u30a4\u30c8\u30a4\u30f3\u30bf\u30fc\u30bb\u30d7\u30c8\u306f\u3001\u8cb7\u3044\u7269\u5ba2\u304c\u8cb7\u3044\u7269\u3092\u4e88\u5b9a\u3057\u3066\u3044\u308b\u5834\u6240\u306b\u5165\u308b\u3068\u304d\u306b\u3001\u8cb7\u3044\u7269\u5ba2\u3092\u30b9\u30af\u30ea\u30fc\u30cb\u30f3\u30b0\u3059\u308b\u305f\u3081\u306b\u4f7f\u7528\u3055\u308c\u308b\u5834\u5408\u304c\u3042\u308a\u307e\u3059\u3002<\/li>\n\n\n\n
          • \u30a4\u30f3\u30bb\u30f3\u30c6\u30a3\u30d6: \u73fe\u91d1\u306f\u5e38\u306b\u4eba\u6c17\u306e\u3042\u308b\u5831\u916c\u5f62\u5f0f\u3067\u3059\u304c\u3001\u4e00\u7dd2\u306b\u8cb7\u3044\u7269\u3092\u3057\u3066\u304f\u308c\u305f\u4eba\u306b\u306f\u3001\u30ae\u30d5\u30c8 \u30ab\u30fc\u30c9\u3084\u88fd\u54c1\u306e\u5c06\u6765\u306e\u8cfc\u5165\u306b\u4f7f\u3048\u308b\u30af\u30ec\u30b8\u30c3\u30c8\u3082\u52b9\u679c\u7684\u3067\u3059\u3002<\/li>\n<\/ul>\n\n\n\n

            \u4ed6\u306e\u5b9a\u6027\u8abf\u67fb\u65b9\u6cd5\u3068\u540c\u69d8\u306b\u3001\u30b7\u30e7\u30c3\u30d7\u30a2\u30ed\u30f3\u30b0\u8abf\u67fb\u306e\u30b5\u30f3\u30d7\u30eb \u30b5\u30a4\u30ba\u306f\u9650\u3089\u308c\u3066\u3044\u307e\u3059\u3002\u7d50\u679c\u3092\u4e00\u822c\u306e\u8074\u8846\u306b\u4f1d\u3048\u308b\u3060\u3051\u3067\u306a\u304f\u3001\u8abf\u67fb\u7d50\u679c\u3092\u5206\u6790\u3057\u3066\u3001\u3055\u3089\u306b\u8abf\u67fb\u3084\u30c6\u30b9\u30c8\u3092\u884c\u3046\u305f\u3081\u306e\u6d1e\u5bdf\u3092\u5f97\u308b\u306e\u3082\u826f\u3044\u8003\u3048\u3067\u3059\u3002<\/p>\n\n\n

            \u30cb\u30e5\u30fc\u30e8\u30fc\u30af\u306e\u65bd\u8a2d\u6240\u5728\u5730<\/h2>\n