品牌速成之科学调研的主要方法(上)(国外英语资料).doc

品牌速成之科学调研的主要方法(上) In the front, we briefly introduce the core content of scientific brand research. From today, we will discuss the main methods of scientific research. The main methods of brand research have direct questioning method, depth interviews, psychological testing method and instrument detection method, online survey method, each method has its advantages and disadvantages, dialectical application, do yangzhangbiduan. Here we will introduce the direct questioning method and the depth interview method. First, the direct questioning method, customers are lovers, their likes and dislikes, directly determines the fate of our brand. The easiest way is to ask them what they need and why. For example: use what quench thirst? Why do you buy Coke? Why buy Coca-Cola? Wait。 The traditional questionnaire survey belongs to this method. It is very direct and convenient. If the sample has certain representativeness and can get real and accurate answer, then it is easy to obtain valuable conclusions. For example, our business is made of the electric fan, if consumers buy fan, mainly on account of the size of the wind, so we created the great wind fan, and emphasize it in their advertising, naturally that consumers can buy more of our fans, thus increasing sales. Similarly, if consumers want to shake their heads, then we build a fan that will shake its head and emphasize the products shake head function in advertising, which naturally increases sales. If consumers buy fan to friends at home when boasting rich luxury, then we will use gold and silver to decorate the fan, and stressed that the fans of the extraordinary grade in advertising, sales will be very good. When we hear the news from the consumer, it seems that all the problems in the business can be easily solved. Consumers like what they sell more, marketing seems so simple. This kind of direct inquiry method looks simple, convenient, the effect is especially good. But once we do, we find that the problem is not