国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 4 How to Do Market Research.ppt

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1、UnitFourHowtoDoMarketResearchLearningOutlineConductyourownmarketresearchMarketResearchProcessSomemoreadviceonmarketresearchConductyourownmarketresearchTheimportanceofresearch:-improvethemarketingdecisions-getsufficientinformationofthecustomersMarketResearchProcessProblemIdentificationputq

2、uestionsandproblemsdownonpaper,listthoseareaswhereyouwantorneedmorefacts.ProblemEvaluation-findtheavailablealternatives,determinewhosupportstheoptions-estimatethecostofabaddecision-gettheopinionsofothersMarketResearchProcessPlanofaction-commitactionstopapercrystallizesandfocusyourthinking

3、-spelloutwhytheresearchisneededMarketResearchProcessInformationSourcesprimaryororiginalresourcespinpointexactlywhatyouwantandneedmoreexpensive,moretime-consumingresearchsecondaryorprintedresourcesknowwhotoaskandwhattoaskforE.g.LargerbanksMedia(magazines,newspapers,radioandTV)on-linedataba

4、ses(Dialog,Dun&Bradstreet,DowJones…)TimeLimitsputlimitontheextentofyourresearchSomemoreAdviceonMarketResearchFindingtherightpeopletoresearch-agood,strongmarketingprogram-marketingresearchtechniquesSomemoreAdviceonMarketResearchGettingagoodsamplequantitativeresearch–mostcommon–telephonesur

5、veybestsolution–computerprogrammostbasedonsimplestatisticsSomemoreadviceonmarketresearchStepstoagoodquestionnaire1.Makesurequestionsareclearandeasilyunderstood.2.Keepquestionsshort.3.Questionsmustbeinsynchronizationwiththepurposeoftheresearch.4.Don’taskquestionsthatcanbebrokendownintotwoo

6、rmorequestions.Somemoreadviceonmarketresearch5.Stayawayfrombiasedwords.6.Avoidleadingquestions.7.Leaveoutquestionsthatrequireverydetailedanswers.8.Avoidquestionsthatmayembarrasstherespondent.