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消费者研究,是产品开发、市场策划、广告策划中必不可少的环节。提到消费者研究,人们往往立刻想到最常用的手段——市场调查:设计一份市场调查问卷,然后组织人员针对消费者进行调查:在调查的基础上,写出一份调查报告给客户,里面有相应的数据分析和结论总结。自然,市场调查行为是需要的,事物分析中量化指标也应引起特别的重视。但是,在实际的操作中,客户往往对这种流于形式的调查报告不满意;调查者的行为,也往往确实是在例行公事,其消费者研究的出发点、内动力和方法的
Consumer research, product development, marketing planning, advertising planning is an essential part. When it comes to consumer research, people often immediately think of the most commonly used means - market research: design a market survey, and then organize the investigation of consumers: on the basis of the survey, write a survey report to the customer, There are corresponding data analysis and conclusion summary. Naturally, the conduct of market research is needed. The quantitative indicators in the analysis of things should also receive special attention. However, in actual practice, clients are often not satisfied with this formalized report of the investigation; the behavior of the investigators also tends to be, indeed, routine, the starting point, motivation and method of their consumer research