08市场调查.ppt

Section 8 Market Research I. Main Points What is market research? Why do you have to do market research? How can you do good market research? II. Business Sayings III. Core Words and Phrases IV. Typical Sentences V. Paragraph Writing and Translating VI. Discussion and Assessment VII. Applied Writing 1. What is market research? Market research is an objective, systematic way of learning about the market, your customers, the competitors, the risks you might have and any other information you need for making a decision. For example, you make a market research in order to know the people who buy or might buy your products; the requirements of your customers; what prices they can pay; their requirements for shipping; the places for buying; their age, gender and income level; their attitudes and perceptions; your advantages and disadvantages; major legal requirements needed to get the name or label information for your products etc. Besides information about the target market, your customers, your competitor and your products, you also need information about customer analysis, choice modeling, competitor analysis, risk analysis, product research, and advertising research 2. Why do you have to do market research? As a business owner, you can not afford to make errors in judgment. Your savings, your family, your future and your business reputations are all at stake. Market research is a critical step and the methods can be used to help you answer the related questions and are essential to the contemporary business. Some research seeks information related to how to expand sales while other methods are designed to help decide whether a new product should be introduced or not. A good market survey has to include a list of specific questions to answer. The answers will provide information to use in making a decision how to proceed to reach your company’s objectives. As the purpose of any market research project is to achieve an increased understanding of the subject matter. W