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

Unit Four How to Do Market Research Learning Outline Conduct your own market research Market Research Process Some more advice on market research Conduct your own market research The importance of research: - improve the marketing decisions - get sufficient information of the customers Market Research Process Problem Identification put questions and problems down on paper, list those areas where you want or need more facts. Problem Evaluation - find the available alternatives, determine who supports the options - estimate the cost of a bad decision - get the opinions of others Market Research Process Plan of action - commit actions to paper crystallizes and focus your thinking - spell out why the research is needed Market Research Process Information Sources primary or original resources pinpoint exactly what you want and need more expensive, more time-consuming research secondary or printed resources know who to ask and what to ask for E.g. Larger banks Media (magazines, newspapers, radio and TV) on-line data bases (Dialog, Dun Bradstreet, Dow Jones…) Time Limits put limit on the extent of your research Some more Advice on Market Research Finding the right people to research - a good, strong marketing program - marketing research techniques Some more Advice on Market Research Getting a good sample quantitative research – most common – telephone survey best solution – computer program most based on simple statistics Some more advice on market research Steps to a good questionnaire 1. Make sure questions are clear and easily understood. 2. Keep questions short. 3. Questions must be in synchronization with the purpose of the research. 4. Don’t ask questions that can be broken down into two or more questions. Some more advice on market research 5. Stay away from biased