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在中国,为什么很多企业不情愿进行市场调查?为什么市场研究公司完成了市调报告后客户经常不满意?这是多年来困扰中国市调公司和企业始终未能解决的问题。市场研究公司在抱怨,中国企业不重视市场调查;国内企业也在抱怨,市场研究公司的调查没有用。问题出在哪里呢?笔者从事市调工作多年,亲眼目睹国外公司每年要支付数百万元甚至
Why is it that many companies are reluctant to conduct market research in China? Why are market research companies often unsatisfied with the completion of market research reports? This is a problem that has plagued China’s market-based companies and enterprises for many years and has never been solved. Market research firms are complaining that Chinese companies do not value market research; domestic firms are also complaining that market research firms’ surveys are useless. Where is the problem? The author engaged in market research for many years, witnessed the foreign companies every year to pay millions of dollars or even