Misunderstanding of market research and traps.doc

 PAGE \* MERGEFORMAT 12 Misunderstanding of market research and traps Products to market to research, which used to have contacts and marriage as natural, but also frequently heard of an international market research company’s annual cost is tens of millions of so-called ‘Preparation may quicken the power’, but the domestic firms often erroneous understanding of the market, think that market research is to market and carry out research into the crowd, that is, patiently let the people or potential customers to fill out a single market feedback, but often after the end of the market research and found that the results obtained useless, market research entrap a large number of enterprises, so that the original marketing The most valuable part of the ‘data collection and market analysis’ into a trap, why not? With regard to research design of the questionnaire Survey questionnaire is designed to study whether the key to success, but also be able to demonstrate a true understanding of marketing. Or look at cases of it: because of Pepsi’s growth, and constantly demands ‘choice of a new generation of’ Coca-Cola began in 1982, code-named ‘Plan of Kansas’ landmark marketing campaign. More than 2,000 investigators in the top ten cities in the investigation whether the customer is willing to accept a new cola. The problems include: If the Coca-Cola is adding a new ingredient to make it softer to drink up, will you? If Coca-Cola and Pepsi will taste similar, you will feel uneasy? You want to try a new drink? According to the survey summary Only about one-tenth of customers expressed concern about the new taste of Coca-Cola, and of which more than 50% of people think we can accept and adapt to the new formula Coca-Cola. In the next first taste test, taste were satisfied with the new Coke was more than a Pepsi, investigators believe that the new formula Coke at least they can increase market share by one percentage point, an increase of 200 million U.S. dollars in sales