Перепишіть текст за фахом та перекладіть його рідною мовою.

Lots of people think that market research just means going out and asking consumers for their opinions of products, but that's not true. Actually, talking to customers is a relatively minor market research tool, because it's very expensive. In fact, personal interviewing is the very last thing we'd do. We usually find that our own accounts department, which keeps records of sales, orders, inventory size, and so on, is a far more important source of information. Our sales representatives are another good source.

There are also a lot of printed sources of secondary data we can use, including daily, weekly and monthly business newspapers, magazines and trade journals, our competitors' annual reports, official government statistics, and reports published by private market research companies. We only engage in field work, and gather primary data from customers, middlemen, and so on, if both internal research (analysis of data already available in the accounts and sales departments) and secondary data (available in printed sources) are inadequate.

An effective and relatively inexpensive method of survey research is the focus group interview, where we invite several members of the target market (and pay them a small amount of money) to meet and discuss a product concept. The interview is led by a trained market researcher who tries to find out the potential consumers' opinions and feelings about the product.

Focus groups are informative, but they're usually too small for us to be sure that the chosen sample of consumers is statistically valid. Questionnaire research, involving many more respondents, is more likely to be statistically significant, as long as we make sure we select the appropriate sampling unit – whether it's a random sample of the population, or a sample of a selected category of people and the sample size is sufficiently large. When we've established a sample, we do the interviews, normally by telephone or mail, sometimes by personal interviewing.

5.9. Дайте відповіді на запитання.

5.9.1 What is the popular misunderstanding about market research?

5.9.2. What are important sources of information for market research?

5.9.3. How do you receive primary and secondary data?

5.9.4. What is survey research? How is it useful

5.9.5. How is questionnaire research conducted? In what way is it important?

Читайте також:

<== попередня сторінка	\|	наступна сторінка ==>
Варіант №5	\|

Не знайшли потрібну інформацію? Скористайтесь пошуком google:

Генерація сторінки за: 0.039 сек.