业务人员如何做好区域市场调研（How do business personnel do regional market research）.docVIP

业务人员如何做好区域市场调研（How do business personnel do regional market research） According to the common sense, the preparation time for a long time, from the product characteristics, target, channel, terminal, market characteristics, media and other aspects of the system, with secondary data collection, including questionnaire design, research process and related personnel, the survey and location determination. But the results of the survey and the author visited the market does not quite agree. This is a contradiction, in the end is a qualitative comprehensive judgment, or quantitative research findings more accurate? First of all, I do not doubt the quality of the researchers and professional ethics, but I always feel that the data of this report should be compared with the real situation of the market (qualitative visits). Here is the main problem is the objective cause, (subjective reasons in the early stage of quantitative problem set) one does not understand the pattern of market competition, the two major consumer distribution is not clear, completely copy the general research mode of the cause. So, from this level, the full sense of the quantitative research, in many product body is not completely applicable and not suitable as the decision-making basis; secondly, I do not exclude the quantitative research, otherwise, many market research company to tell me. I remember the classic story of market research. As saying, there is a shoe factory in the United States, and the factory owner sends a marketing manager to investigate the market on an island in africa. After rigorous quantitative analysis, the marketing manager found out that no one wore shoes, nor did they wear shoes. This data shows that there is no market. Back to the hotel, he immediately sent a telegraph to the boss: the residents here never wear shoes, there is no market. When the boss received the telegram, he thought for a long time. He told another marketing manager to go to the field to investigate. W