市场调研名词释义（Definition of market research terms）.doc

市场调研名词释义（Definition of market research terms） 1, market research purpose: Listen to the voice of the customer; detection of changes in the market; understand competitors; demand forecast 2, terminology: Demand: in the study of consumer demand, consumer demand is that we put in the life and work of unsolved problems. Satisfaction: refers to external customers (consumers and dealers / retailers, sales etc.) and internal customers (employees) satisfaction to the organization. Cross analysis: analysis of the relationship between the two variables, such as the relationship between the various newspapers and reading age. In actual use, we usually use this concept extended to the relationship between the variables and variables. Cluster analysis: also called group analysis, it is the study of (samples or indicators) a multivariate statistical method, the so-called class classification problem, generally speaking, refers to the collection of similar elements. Steps and essentials of market research, 3: 1) understand the research objective: the research aims to clear; 2) the development of the work plan, comprehensive and strict, to control the time schedule; 3) decomposition of demand index -- a combination of theory and practice, to the scene of the demand index; 4) research implementation -- run, try to be objective; 5) data analysis: according to the needs of multi dimension analysis; 6) report -- starting from the demand to the implementation of specific recommendations, report readability; The basic concept [brand] The brand is a promise. A brand is a name, term, mark, symbol, design, or the comprehensive, for goods and services to identify a dealer or distributors groups, and to distinguish with the competition of goods and services. [brand planning] A brand is the brand planning, brand strategy planning. The enterprise brand positioning of the brand as a brand, making its goals and long-term brand building and brand building overall work plan, called the brand planni