学习任务2-1了解市场调研方法（英）

MoonClothingFactoryproducesadarkgraytypeofleggingsthatarepopularinthelocalmarketinChengdu.Basedontheresponsefromthelocalmarket,thegarmentfactorysends5,000pairstoalargeclothingmalloutsidethecity.Soonafter,themallsentaletteraskingforarefund.Themanufacturersoonsentsomeonetothecity.Afterapreliminaryinvestigation,thecustomsofthecityweredifferentfromthoseoftheoriginmarketinChengdu.Thecityresidentsthoughtthatthecolorofthepantswasnotveryauspicious.MoonGarmentFactorydecidedtorecallthedarkgrayleggingsandconductamarketsurveyontheconsumptionofpantsinthecityinordertodevelopnewproductssuitableforthecity.Ifyouwereaninvestigatorofaclothingfactory,howwouldyoucarryoutthesurvey?Whatarethegeneralcontentsofthesurvey?1.TheconceptofinternationalmarketresearchInternationalmarketresearch:itreferstotheprocessofcollecting,recording,sorting,analyzing,evaluatingandusingallkindsofinformationrelatedtothemarketwithapurpose,planandstepinasystematicwaybyusingscientificmethodstomastertheoccurrence,developmentandchangetrendofthemarket.Itisanactivityprocessofmarketforecastingtoprovidedataandreliablebasisforbusinessdecision-making.PPTdownloadhttp://www.1ppt.com/xiazai/Observationsurveymethodreferstothesurveymethodinwhichinvestigatorsobservethebehaviorsandactivitiesofrespondentsbyusingtheirownsenses(vision,hearing,smell,taste,touch)orbymeansofinstrumentsandequipment,soastoobtainmarketinformation.Thismethodismainlyappliedtothecollectionoforiginaldata.First,theobservationresultofobservationmethodisthemarketphenomenonthatishappeningatthattimeandinanaturalstate.Second,observationiscarriedoutinastateofnatureandcanalsobecarriedoutunderlaboratoryconditions.Third,beforetheimplementation,itisnecessarytomakeadetailedplanontheobservationobjects,observationitemsandspecificmethodsaccordingtothepurposeofmarketresearch,anddesignasystematicobservationscheme.Thebasicmethodsofobservationsurveyincludefieldobservationmethod,instrumentdetectionmethod,actualtracemeasurementmethodandbehaviorrecordingmethod.Acompleteobservationalsurveyisgenerallydividedintotwostages:Oneisthepreparationstage;Second,theimplementationphase.LuoZijunSuzhouresearchsegmentIntheTVseriesTheFirstHalfofMyLife,theheroineLuoZijungoesonabusinesstriptoSuzhouforresearch.Whenshearrives,sheseesanaunt,aresearcher,fillingoutaquestionnaire.ThefollowingisaclipoftheconversationfromtheTVseries:LuoZijun:Auntie,areyoufillingoutaquestionnaire?Aunt:Yes,yes!Doyouhaveaminute?Helpmefillthisout!Justgivemefiveminutes.Littlegirl,ifyouarenotinahurry,pleasehelpyouraunttodoafavor.Itisnoteasyforustomakesomemoney.LuoZijun:Allthesenames,addressesandtelephonenumbers,right?Aunt:That'sright.Youcanwriteitdownatwill.Let'ssayyoursurnameisWang,justwriteWangXiaoxia.Youcanmakeupanyaddress.LuoZijun:Thentherearesomanyquestionnaires,youhavetogotothestreetonebyonetopullpeople?Aunt:Whatdoyoupull?Standingontheroadforanhour,canwaitforabuyfoodaunt,itisgood.Myfamily,helptofillouttwo.Ifyouhaveto,fillthemoutyourself!LuoZijun:IsthatOK?Whatifsomeonecallsback?Aunt:Idon'tusuallymakephonecalls.Who'slookingfortrouble?Everyone'swifeearnsthemoney,isn'titgood?That'sright,checktheboxlikethis.LuoZijun:Howaboutthisone?Aunt:Yes,justtickitoff.Thankyouverymuch.LuoZijun:That'sOK.Trainingandfeedbackaft