市场调研资料处理和分析方法(国外英语资料).docVIP

市场调研资料处理和分析方法(国外英语资料) Market survey raw data collection method Observation method It is divided into two methods: direct observation and actual trace measurement. The so-called direct observation method, the survey respondents in the field for a purpose, planned, systematic investigation on the behavior of objects and words and expressions were observed and recorded, in order to obtain first-hand information, it is the biggest characteristic of the total under natural conditions, the material real and vivid, but also because of the particularity of object observation the observation results of one-sided; Actual trace measurement is the observation of the actual traces left by an event. It is used to investigate the flow of users and the effect of advertisements. For example, companies advertise in several newspapers and magazines, with a table or note below advertisement, please readers after reading cut, respectively sent to the relevant departments of enterprises, enterprises from the recovery in the form of newspapers and magazines can understand what kind of advertising is the most effective, for the future selection and determination of advertising media advertising the effect of reliable information. Inquiry method Is the investigation of the matter personally written or phone calls, inquiries to the respondents, to obtain the required information, it is one of the most common methods in market survey, can be divided into the interview survey, telephone survey, mail survey, questionnaire investigation of four kinds of lien, they are excellent their shortcomings, interviews can directly listen to other opinions, with flexibility, but the cost is higher, the result is easily affected by the technical level of personnel survey. Mail surveys are fast, cost based, but low recovery. Telephone surveys are fast and cost - effective, but are limited to surveys of telephone users, with low integrity. The retention inquiry form can make up for the above shortcomings. Th