Market Research Brief.doc
market research report
MARKET RESEARCH REPORT（市场调查报告）A REPORT ON ICE CREAM MARKETSReport on Hua’nan Mall and Baijia supermarket冰淇淋市场调查报告系别：外语系专业：商务英语班级：09级商务英语2班英文名字：Coco Dou学号：200942204229指导老师：李绮贞（Jeanne Lee）完成时间：2010-4-2A REPORT ON ICE CREAM---------Report on Hua’nan Mall and Baijia supermarketINTROUDUCTIONChina ice cream market is developing very fast , rising per capita consumption of ice cream . China will become the largest consumer of ice cream in the world . Nowadays ,there are many ice cream shops all over the country ,the type of ice cream is also growing .Dongguan ,as a rapid development city of China ,its ice cream market is developing very fast .This report aims to show the reasons why ice cream is so popular in Dongguan Beverage Market .Key words: ice cream market ,capita ,consumer , type ,beverage .FACTS & FIGURESAccording to our survey ,we found Dongguan’s ice cream market has the following characteristics ：1、SURVEIESW e did some surveys in Hua’nan Mall and Baijia supermarket in Dongguan .Time: Saturday , March 20 , 201010:00 am.---4:00 pm.Traffic: 126 peoplePer capita spending:3.5yuan/people Consumer groups:Teenagers and young womenHua’nan Mall: 57 people Baijia supermarket: 69 peopleConsumers in Hua’nan Mall:Middle-aged Consumers in Baijia supermarket:All agesOur group splitted into two groups .One was going to Hua’nan Mall , another one was going to Baijia supermarket on Saturday ,March 20 .As it was a peak consumers period on the weekend ,there were many people .It is obvious that the ice cream is very popular .The main consumers are teenagers and young women ,the age from 3 to 32 .And it tends to be middle-income and high-income’s consumers .By the time we left ,there were 126 people bought ice cream ,Hua’nan Mall had 57 and Baijia had 69 .Per capita spending is about 3.5yuan .Through our observation ,we found the consumers of Hua’nan Mall most were middle-aged while the consumers of Baijia supermarket were all age .2、ANAL YSISAdvantageLocated in downtown areas, the traffic is very convenient. A wide range of icecream, and they aretasted very deliciousHere the weather isvery hot, most peoplelike eating sweetfood .Ice cream has ahuge market . DisadvantageIt is too far for the school, so the students can’t buy it. It lose the main consumers. It is difficult to keepand easy to melt. Itneed to eat at once.Shelf life is too short.The volume ischanging with theseasons. There arefewer low-incomeconsumers.ThreatTraditional Chinese Tea culture is still verypopular.The drinks aredeveloping very fastand tasted well. Y oungpeople tend to drinkCokeThe price is rising, lesspeople can afford it. Itstill has some securityissues.3、PRODUCTSThere are many kinds of ice creams. Each drink has its own unique flavor , of course, ice cream is no exception. The price gap between the different ice creams is also high. Different people have different preference on ice cream. However , as long as you like, any price is acceptable. Through our investigation, we found that following the consumption of ice cream is hot. Here, I’ll introduce the situation of several ice cream. Look at the following:Products Strawberry Snow Bubble Original Milk Tea Pinea-pple iceMangojuiceCharacterist ics Very sweet, has strawberry flavor Milk flavor very smoothCold sweet Has mangoflavorPrice5yuan 3yuan 6yuan 2.5yuan Sales29 47 18 67 Color Pink Cream Red andyellowBeigeFrom the table we can easily find the choice of ice cream consumers will beaffected by price factors, but the price is not the determining factor affecting sales. Appearance and shape of ice cream innovation, taste enjoyed by people in the same time, acquiring a visual feast, and then spurred the demand for ice cream. In fact, the current ice cream sales to a large extent by its visual impact, so, in order to increase sales of ice cream, want to increase r evenue, we must start from the change in the appearance of ice cream. Ice cream is beautiful appearance unmatched by other beverages and it is also competitive with other beverages advantage. Producers should try to do a variety of ice cream, so that consumers can have more choices. Sales of ice cream places are generally in more prosperous sections. Therefore, weOpportunityAs economic andculture are developing,people ’s incomebecome more and theylike ice cream The technology of ice cream production is advancing. The production costs will be lower . With the refrigeration and preservation technology, the ice cream ’s shelf life becomes longer .generally will buy it when we are shopping. Here are some pictures of ice cream:They are looked very delicious. Y ou can buy them in many ice cream shops.4、OTHER BEVERAGESIn the cold drink market, in addition to ice cream, there are many other popular drinks in particular. As the accelerating pace of life is now, many people like a simple way of life, compared to ice cream, the drink thirst-quenching drinks seem faster and more convenient. It is easy to find in the supermarket or the ice cream shop, the number of drinks to be more often than ice cream, ice cream more than the type, so ice cream to face great challenges. Like cola, green tea and other beverages, have a large number of celebrity endorsements, it is able to attract large youth. CONCLUSIONAbove is what we obtained through the market research information. Through this investigation, we can clearly find that people’s consumption of ice cream is their standard of living high or low level of mapping. On ice cream consumption also reflects the idea that people consume more and more inclined to leisure consumption. At the same time, we can see that ice is forming a kind of culture that is continually refined. W e also understand the ice cream sales will be affected by many factors, including sales place, price, appearance and quality are influential factors. W e also know that ice cream can be a major consumer group of 30 years of age group, this group likes to try new things, focus on enjoying life, working pressure of small, and they have a lot of leisure time. Therefore, the future development of ice cream should be expanded to their age limit, so all ages of people like it. Ice cream as a new thing, it must be able to drive the development of a new industry. But it also faces a serious threat, opportunities and challenges co-exist. Therefore, the ice cream industry in order to survive the wave of economic development, we must continuously develop innovative.RECOMMENDATIONSAlthough the ice cream in the cold now account for a large share of the market, but the challenge should not be overlooked. The challenge is not only from its own but also from outside. Ice cream industry faces the changing economy and competition intensified in the modern society. What it can for survival? Here is whatI concluded the investigation in accordance Suggestions:1、P roducers must be constantly renewed, as output a variety of ice cream to suitpeople of all ages. Improve the ice cream frozen and fresh-keeping technology to make them more ideas to meet the needs of the people. Eliminate the existence of security risks, so that people can be more assured of food.2、E xpand the scope of its sales, particularly to increase sales outlets on campus,high school and college students to fully exploit the potential of consumer.3、L ower production costs, so that the majority of low-income families can also beconsumed from the ice cream. Production of some adaptation to climate change of ice cream.Ice cream as a new thing, its existence and development to adapt to the needs of society, its future prospects is very significant, that is our reason to tell you about ice cream.。
市场调研 brief 例文
市场调研 brief 例文
以下是一个关于市场调研 brief 的例文，你可以根据实际需求进行修改，或向我提供更多细节信息，让我继续为你生成。
**市场调研 brief**
一、项目背景
随着[行业名称]的快速发展，市场竞争日益激烈。
为了更好地了解市场动态和消费者需求，我们计划开展一次市场调研，以帮助[公司名称]做出更明智的决策。
二、调研目标
1. 了解消费者对[产品/服务名称]的需求、态度和使用习惯。
2. 分析竞争对手在市场中的定位、产品特点和市场份额。
3. 探索市场潜在机会和趋势。
三、调研内容
1. 消费者调研：
- 目标受众的人口统计学特征。
- 消费者对[产品/服务名称]的认知度、使用情况和满意度。
- 消费者的购买决策因素和偏好。
2. 竞争对手分析：
- 竞争对手的产品线、定价策略和市场推广活动。
- 竞争对手的优势和劣势。
3. 市场趋势分析：
- 行业发展趋势。
- 新兴技术和市场机会。
四、调研方法
1. 问卷调查：设计在线问卷，针对目标受众进行调查。
2. 深度访谈：与潜在客户和行业专家进行一对一访谈。
3. 竞品分析：对竞争对手的产品进行研究和比较。
五、预期结果
1. 消费者需求和行为的详细洞察。
2. 竞争对手的策略和优劣势分析。
3. 市场趋势和机会的总结报告。
六、时间安排
[具体时间安排]
请注意，以上内容仅为示例，实际的市场调研 brief 应根据具体的项目需求和目标进行定制。
如果你有其他特定要求或需要更多信息，请随时与我联系。
Market Research Report
Market Research Report09商务英语二班昝胥鹏Paul IntroductionIn order to research the market informations,we choose a challenge place where is in HOME IMPROVEMENT MARKET. There are some secrts that normal people don’t understand.And decorating house maybe only has one times in our life,so we decided to research the building materials market that let you konw a lot about it.My group have five members inclubing me. Four grils and only boy.FACTS & FIGURESOn the way,we sat down three steps.The first steps that considered the next happens.So we must tell a lie,this is key that succeed researching.we play the house-owner talking with business.And we decided to researching the cupboard and wood floor. The second steps that we divided intogroups.Three members presided over the passenge flow,and the rest answer for talking with business and attention the price.The third steps that exchanged our informations.Finally,we could get conclusions. Making sure everyone known this process,we began.We choose four business to researching.The first is a Haier cupboard business.Agirl and me researched this business.I asked for talking,she noticed remembering the price. Then we got in . The sellsman saw us and asked about my need.And asked where was my huse located, how many squars……..Actually,I prepared for this basic answers befor. The sellsman introduced some style cupboards and different price, In the same brands ,It was according to the materials. Finally,She asked me leave cellphone number,and I remained she a wrong number and wrong address. We leaved. I noticed there passenger flow very less.Then, we went to next shop where are sell timber floor.The boss throught my partner and I are customer, then he introduced some timber floor,It contains complex floor and true wood,Of course, the true wood is expersive than complex floor. The true wood price isabout 800~1500RMB every meters. The complex floor price is about 60~200RMB. And he adviced some style complex floor to us. Finally he gave me his business card. There passenger flow is same before.We went some same stores, but the result is similar.ConclusionThis building materials researching,we got some materials price that is in market and very less passenger flow.We were confused, the price is expersive and passenger flow is less, but the shops can making some money. It’s strange.This process we also met some difficult. For example,little boss can recognised our purpose that didn’t buyer.and they throught me is a sellsman.In fact,I donethis trade for two mouths.RecommendationsBefore, I’m a sellsman in this trade,so there are some secrts that I kown. As the price ,the bid is very cheaper,and businessman sells are very expersive, It has about 500-800RMB space.To passenger flow, their shops are basic little. They have some marketing ways.I tick off two ways. First,every materials shop have their fitment woker, this relation don’t belong hired. Fitment worker introduced the customer to materials shop.If succeed, the fitment worker draw a percentage. This woker,every materials shop has some.And businessman must keep good relation with them. Sceond, every materials shop have their sellsman, when the new village finished, this sellsman will find customer and leaved customer’s address, cellphone.In general, some customer will do, but less others. ActuallyThis way is a team. Someone take charge find customer,others take charge follow-up call cellphone and so on. If you worried cheated,you could receive the sellsman advices and bargain,you will cheat less. If you have enough money, you could find the fitment company designing. If you haven’t,I adviced you don’t.。
流利说商务英语Level5 Unit2 Part3 Market Research Basics
流利说商务英语Level5 Unit2 Part2 Market Research BasicsMarket research is the gathering and analyzing of market data.It provides insights into industry shifts and consumer preferences.Here is how market research is commonly conducted.Identify research objectivesBefore conducting market research, researchers should first identify their objectives. These state what the research aims to discover or accomplish.Having objectives guide the collection analysis and interpretation of data.Develop a research planOnce research objectives have been established, a research plan will be developed. It includes what kind of data to examine as well as methods for collecting data.Collect dataData collection is the systematic gathering and measuring of data.After a plan has been developed, researchers will begin to collect data.Depending on the research objective, they may use questionnaires, interviews, focus groups and direct observation.Analyze and interpret the dataOnce researchers have gathered data, they will analyze and interpret it.Through analysis, researchers can discover trends and relationships within the data. After data has been analyzed, researchers will draw conclusions based on it.Create a research report and take actionAfter a research report has been finished, it will be presented.Researchers will summarize their methods, present their conclusions, and recommend the next course of action.Establishing research objectives helps researchers determine how to conduct their research.A research objective determines what methods will be used to gather data.Finding out whether a target audience is interested in buying your product is an example of a research objective.A research plan should take into account the research budget and ensure that costs are kept within it.Researchers collect data to find answers to support their research objectives.What state the aims of a research plan? A research objective states what the research aims to accomplish.Data collection is systematic approach to gathering and measuring data.Data analysis looks for relationships or trends that help you develop the right strategies.A research report should summarize the research process, present the data collected and recommend the next course of action.You can schedule a meeting with company leaders and members of the marketing team to discuss what to do next.。
4, Market Research
Ethics and Research
Because information is being gathered, a code of ethics has to be obeyed Managers are responsible for making decisions objectively, taking all the relevant information into account, rather than selecting the information they want to here. Example, Mr. Bush and cloning. One also has to consider if the way they are getting information is morally sound. What if you are a research firm and you tell your customer that their idea is a bad one?
What is Market Research
Market Research (MR) is the process of gathering data from the external environment to aid managers in making better decisions. This research gathers information that the company does not have – and maybe information that other companies do not have.
Analysing the Situation
market research教案
Trade and Industry Associations
Marketing Research Firms Commercial Publications News Media
• 北京开元研究市场调查 AC尼尔森市场研究公司 盖洛普(中国)咨询有限公司 诚凯市场研究咨询公司 华南国际市场研究公司 央视市场研究股份有限公司 新力市场研究 (DMB Research)
（二）原始资料的收集方法
• 观察法Observation Research • 问询法Survey Research • 实验法Experiment
1、观察法
Observation Research
•
指派出调研人员到实地，
通过观察调研对象的行为 搜集原始数据的调研方法。
– –
由调研人员直接观察 采用仪器设备记录消费者的
– PDI低的国家珍视平等、视知识为权势的源泉
最高：马来西亚100；最低：奥地利11
3、不确定性回避指数
Uncertainty avoidance index, UAI 反映社会成员对风险的容忍程度
– UAI较高的文化，难以忍受不确定性，往往对新思想或
新行为持怀疑态度，其社会成员往往显得较为焦虑和
对敏感问题（如收入、年龄）避免直接询问——不问 “您多大了”，而问“您是哪年出生的”。第一个问题应尽可能引起人们的兴趣， 较难或私人性的问题应最后出现，这样使应答者不会过于自我保护
六、国际市场调研中常见的问题
• 回答的意愿
• 抽样的困难 • 语言与理解
文案法
又称二手资料调研法、 间接调研法或文献调研 法，是指通过查找或阅 读出版书目、统计资料 或研究成果等资料，获 得所需信息的过程。它 具有成本较低、资料较 易查找、搜寻耗时较短 等优点；同时也具有针 对性弱、实效性差、可 信度低等缺点。
MarketingResearch-A市场研究行业英语词汇-Hank
MarketingResearch-A市场研究行业英语词汇-Hank市场研究行业英语词汇《财富》杂志Fortune案头调研 Desk Research奥美公司 Ogilvy & Mather白色商品 White Goods百乐门 Parliament百威啤酒 Budweiser包裹销售法 Banded Pack宝洁公司 Procter & Gamble宝丽来 Polaroid宝马 BMW边际成本 Marginal Cost边际收益 Marginal Benefit标准差，均差 Standard Deviation别克 Buick波立兹调查公司 "Alfred Politz Research, Inc" 波旁王朝 Ancient Age Bourbon波特福洛分析 Portefolio Analysis产品差异 Product Differentiation产品生命周期 Product Life Cycle产品系列 Product Line产品组合 Product Mix阐述 Presentation超级市场 Supermarket成对比较法 Paired Comparisons成功的理想主义者 Successful Idealist承诺型消费者 Committed Buyer程度测试 Tachistoscope橙色商品 Orange Goods冲动购买 Impulse Buying重叠率 Duplication抽样 Sampling传销 Pyramid Selling传阅发行量 Pass-on Circulation词语联想法 Word Association刺激营销 Incentive Marketing促销 Promotion达彼思广告公司 Ted Bates & Company大卫·奥格威 David Ogilvy戴比尔斯 De Beers丹尼尔·斯塔奇公司 Danile Starch & Staff 弹性 Elasticity到达率 Reach道奇 Dodge第三者法 Third-Person Technique第一提及 Top of Mind电话访问 Telephone Interview电通广告公司 Dentsu电子售点数据 EPOS Data定量研究 Quantitative Research定位 Positioning定性研究 Qualitative Research动机研究 Motivation Research读者 Readers读者人数 Readership独特销售主张 Unique Selling Proposition 杜邦公司 Du Pont 多方面衡量 Multi-dimensional Scaling多品牌战略 Multi-brand Strategy惰性销售 Inertia Selling恩格尔曲线 Engel Curves二手资料 Secondary Data发行量 Circulation发行量稽核组织 ABC仿造 Me Too访问 Interview访问员 Interviewer非处方药 OTC菲力普·莫里斯公司 Philip Morris Company 菲亚特 FIAT 肥皂剧 Soap Opera分刊测试 Split-run Test分销 Distribution丰田 TOYATA缝隙分析 Gap Analysis浮动插播 Floating Spot辅助回想 Aided Recall付费发行量 Paid Circulation复核 Back Checking复核 Validation富豪汽车 VOLVO富可视 Infocus富士胶卷 FUJI FILM覆盖率 Coverage盖凡尼克皮肤反应测试仪 Galvanic Skin Response Meter 盖洛普暨罗宾逊调查公司 "Gallup & Robinson,Inc"概念测试 Concept Testing高度介入产品 High Invovement Procuct革新消费者 Innovators葛瑞广告 Grey Advertising公众调查公司 "Audience Research,Inc"贡献 Contrubution购买周期 Buying Cycle孤独守巢人 Empty Nesers鼓动销售 Hard Sell故事板/分镜头表 Storyboard故事完成法 Story Completion观察调研法 Obseravtion Study广告 Advertising广告/销售比率 Advertising/Sales Ratio广告比重 Advertising Weight广告标准 Advertising Standard广告调查基金会(美国) Advertising Research Foundation广告概要 Advertising Brief广告口号 Slogan广告目标即广告效果评测Defining Advertising Goals for Measured Advertising Results 国际商用机器公司 IBM过度杀伤 Overkill过滤审查 Screening哈佛商学院 Harvard Business School红色商品 Red Goods互补品 Complements花旗集团 Citigroup华尔街 Wall Street黄金时段 Prime Time辉瑞 Pfizer混合调查 Omnibus Research混和调研 Omnibus Research基本读者 Primary Reader稽核 Audit吉芬商品 Giffen Goods吉列 Gillette集团购买 Organizational Buying集中度 Affinity集中市场细分 Concentrated Segmentation计算机辅助的电话采访Computer Assisted Telephone Interviewing 记忆测试 Recall Test记忆性 Memorability佳能 Canon家乐福 Carrefour家庭(户) Household家庭稽核 Home Audit家庭生活周期 Family Life Cycle甲壳虫 Bettle价格分析 Values Analysis价格敏感 Price Sensitive价格歧视 Price Discrimination价格战 Price War间接调研 Off-the-research建议价格 Recommended Price箭牌口香糖 Wrigley讲究派头的诉求 Snob Appeal交叉销售 Cross-selling交替需求 Alternate Demand焦点小组(讨论) Focus group (Discussion)角色扮演 Role Playing阶式渗透 Cascading结构化访问 Structured Interview金佰利 Kimberly-Clark浸透策略 Penetration Strategy精工 SEIKO句子完成法 Sentence Completion决策群 Decision Making Unit决定性调研 Conclusive Research卡通测试 Cartoon T ests开放题 Open-ended Question开机率 Homes Using TV柯达 Kodak壳牌 Shell可变价格 Variable Pricing可口可乐 Coca-Cola可丽舒 Kleenex可信度 Believability克莱斯勒 Chrysler克劳德·霍普金斯 Claude Hopkins客观看法 Outside View肯德基炸鸡 Kentucky Fried Chicken口碑广告 Word-of-mouth Advertising快流量消费品 Fast-moving Consumer Goods 拉力 Pulling Power拦截访问 Intercept Interview乐观奔命者 Optimistic Striver离差 Deviation李奥·贝纳 Leo Burnett李佛兄弟公司 Lever Brothers力士 Lux连带外部效应 Network Externality联合调研/辛迪加 Syndicated Research联合分析 Conjoint Analysis联合利华公司 Unilever联想 Association Techniques练习性预演 Dry Run两步收费 Two-part Tariff量表 Scale劣等商品 Inferior Goods零售周期 Wheel of Retailing零头定价法 Odd-even Pricing漏斗深入法 Funnel Approach露华浓 Revlon乱数表 Random-number Table罗塞·瑞夫斯 Rosser Reevse罗夏测试 Rorschach Test骆驼 Camal马丁·迈耶 Martin Mayer麦当劳McDonald’s麦肯爱里克森广告公司 McCann-Erickson麦氏威尔咖啡 Maxwell House Coffee卖方市场Seller’s Market满意购买者 Satisfied Buyer盲测 Blind Test毛评点 Gross Ratting points媒体分析 Media Analysis每千人(户)成本 Cost Per Thousand Figure每千人成本 Cost Per Mille美孚 Mobil美国报纸发行人协会American New spaper Publisher’s Association 美国电报电话公司 AT&T美国广播公司 ABC美国广告代理商协会4A’sThe American Association of Advertising Agencies美国民意研究中心 American Institute of Public Opinion 美国营销协会 American Marketing Association美国运通 American Express描述性调研 Descriptive Research民意测验 Opinion Poll明尼苏达矿务及制造业公司 3M模似 Simulation姆姆巧克力 M&M耐克 Nike尼尔逊公司 A. C. Nielsen尼尔逊全国电视指数 Nielsen National Television Index 尼尔逊受众测定器 Nielsen audiometer尼尔逊指数 Nielsen Index欧宝 OPEL欧洲民意测验和市场调研协会 ESOMAR帕累托原理 Pareto Principle派生需求 Derived Demand攀比效应 Bandwagon Effect判断性抽样 Judgement Sampling旁氏Pond’s陪伴购物 Accompanied Shopping配额 Quota配额抽样 Quota Sampling频率分布 Frequency Distribution品牌 Brand品牌测试 Brand Test品牌估价 Brand Valuation品牌管理 Brand Management品牌偏好 Brand Preference品牌认知 Brand Awareness品牌形象 Brand Image品牌性格 Brand Personalities品牌忠诚度 Brand Loyalty品牌转换成本 Switching Cost品质认知度 Perceived Quality七喜 7UP期望值 Expectations期望值 Expected Value其他指导人 Other-directed Person 企业标志 Corporate Logo企业识别 Corporate Identity前导性研究 Pilot Study潜意识广告 Subliminal Advertising 强生公司 Johnson & Johnson乔治·格里宾 George Gribbin情感购买者 Like Friend情感象征 Emotional Symbol渠道冲突 Channel Conflict全国性涵盖度 Blanket人口统计学特征 Demographics人员推销 Personal Selling认识差距 Cognitive Dissonance 认知 Awareness认知图表 Perceptual Mapping日后记忆 Day-after-recall入户访问 Door-to-door Interview 软性促销 Soft Sell萨奇公司 Saatchi & Saatchi三维营销 3-D商店稽核 Store Audit社会等级 Social Grading社会接受度 Social Acceptability社会营销 Social Marketing深度访谈 Depth Interview生存者 Survivor生活方式 Lifestyle声音比例 SOV声音份额 Share of Voice施乐 Xerox时代华纳 Time Warner时机感 Sense of Timing时间档次 Time Slot时序分析 Time-Series analysis识阈效应 Threshold Effect使用与态度 Usage and Attitude市场策略的利润效果 Profit Impact of Market Strategy 市场调研Market Research市场调研/营销调研 Marketing Research市场细分 Market Segmentation市场占有率 Market Share视听众暴露度 Impession收获战略 Harvesting Strategy收入效应 Income Effect收视(听)率 Ratings收视率 Television Rating售点 POP售点 POS斯塔奇数字 Starch Figure斯坦利·里索 Stanley Resor斯沃琪 Swatch四点分析 SWOT Analysis随机抽样 Random Sampling索尼 SONY态度 Attitude探索性调研 Exploratory汤橱浓汤Campbell’s Soup特许经营 Franchise替代品 Substitutes替代效应 Substitution Effect天美时 Timex听众调查 Audience Research通用汽车 General Motor同类相食 Cannibalisation投射研究 Projective Research图片响应法 Picture Response T echniques 推拉战略 Push and Pull Strategies推力 Push Power完成法 Completion Techniques完全竞争市场 Perfectly Competitive Market 万宝路 Marlboro 万事达卡 Master Card威廉·伯恩巴克 William Bernbach威士卡 VISA维持者 Sustainer伟哥 Viagra胃溃疡峡谷 Ulcer Gulch稳定插播 Anchored Spot问卷 Questionnaire沃尔玛 Wal-Mart Stores无品牌忠诚度 No Brand Loyalty无提示认知 Unaided Awareness无准备调查访问 Cold Calling西门子 SIEMENS习惯购买者 Habitual Buyer习惯性购买 Habit Buying喜力 Heineken系统销售 System Selling细流战 Drip Campaign显著特征 Salient Attribute现场调研 Field Research现场督导 Conductor现场督导 Field Supervisor现场工作 Field Work现场人员 Field Force线上活动 Above-the-line线下活动 Below-the-line相关群体 Reference Group象牙牌香皂 Ivory消费者购物固定样本 Consumer Purchase Panel 消费者内在需求Consumer Insight消费者偏好 Consumer Preferences消费者剩余 Consumer Surplus消费者形象描述 Consumer Profile销售定额 Sales Quota销售反馈功能 Sales Response Function销售领域 Sales Territory销售预测 Sales Forecast销售专集 Sales Literature销售组合 Sales Mix小组讨论 Group Discussion心理图案学 Psychographics心理戏剧 Motivational Theater心智索引 Mindex心智占有率 Share of Mind新奇士 Sunkist新人训练 Orientation Training形象 Image虚荣效应 Snob Effect选择性分销 Selective Distribution 雪佛兰 Chevrolet雅皮 YUPPY眼睛轨迹研究 Eye Tracking Research 扬雅广告公司 Young & Rubicam样品 Sample一次性购物 One-stop Shopping一手资料 Primary Data伊莱克斯 Electrolux宜家 IKEA移情作用 Empathy意见领导 Opinion Leader因果性调研 Causal Research营销会计稽核 Marketing Audit营销近视 Marketing Myopia营销组合10P’s营销组合4C’s’营销组合4P’s营销组合 Marketing Mix营业额/到达率增长指数 Turnover影响力等级 Hierarchy of Effects佣金制 Commission System由报纸决定(刊登位置) Run-of-paper 邮购 Mail Order有提示认知 Aided Awareness有效贮藏期限 Shelf Life诱导转向法 Bait and Switch语义差异法 Semantic Differential预检验 Pre-testing原创性 Originality原子状测试 Atomistic Test岳母研究 Mother-in-law Research载波技术 ZAP赞助 Sponsorship詹姆士·韦伯扬 James Webb Young展览会 Exhibition争夺经营 Scrambled Merchandising正常商品 Normal Goods直递 Direct Mail直销 Direct Marketing智威汤逊 J. Walter Thompson重度消费者 Heavy User主持人 Moderator主题类化法 Thematic Apperception属性特征 Attributes住地居民细分法 A Classification of Residential Neighborhoods 专家调研 Specialist Research资料手册 Fact Book自付优惠 Self-liquidating Offer棕色商品 Brown Goods最终用户 End-user。
Section 8 市场调查Market Research 商务英语 教学课件
3. How can you do good market
research?
• As market research require s a systematic, objective collection and analysis of data, methods for gathering information may include questionnaires, how to form questions to ask, whether to ask face to face or by handing out written forms, and how to be sure questions get the response your company needs—poorly formed questions may result in information that is useless. Other methods include offering customers a chance to see, use or taste the product, and to respond by offering their opinions. Comparing two different placements of products to see if where the product is displayed affects sales, is common. Various methods of market research can be used to find out such information.
hatched. 小鸡未孵出，先别数小鸡。 • 4. Offense is the best defense. 进攻是最好的防
细分市场调研报告模板英文
细分市场调研报告模板英文Market Research Report Template1. Introduction:- Background information about the market segment being analyzed.- Importance and potential of the market segment.- Purpose of the research and report.2. Methodology:- Description of the research methods and data collection process used.- Sources of primary and secondary data.- Sample size and selection criteria.3. Market Overview:- Size and growth rate of the market segment.- Key market trends, drivers, and challenges.- Market segmentation (by demographics, psychographics, behavior, etc.).4. Competitive Landscape:- Analysis of major competitors in the market.- Market share and positioning of each competitor.- Strengths and weaknesses of competitors.- Analysis of key competitive strategies.5. Customer Analysis:- Target customer profile.- Preferences, needs, and expectations of the customers.- Customer behavior and buying patterns.- Customer satisfaction and loyalty.6. Product Analysis:- Description and analysis of the products offered in the market segment.- Features, benefits, and pricing of products.- Product branding and positioning.- Product life cycle.7. Distribution Channels:- Analysis of the distribution channels used in the market segment.- Channel partners and their roles.- Distribution strategies and activities.- Opportunities and challenges in distribution.8. Marketing and Promotion:- Analysis of marketing strategies used in the market segment. - Advertising, promotion, and public relations activities.- Use of digital marketing and social media.- Branding and customer engagement strategies.9. SWOT Analysis:- Strengths, weaknesses, opportunities, and threats of the market segment.- Identifying competitive advantages and areas for improvement. - Analysis of external factors influencing the market segment. 10. Conclusion:- Summary of findings and key insights.- Recommendations for market players.- Future prospects and potential growth areas in the market segment.11. Appendix:- Detailed data and charts supporting the analysis.- List of references and sources used.- Glossary of terms and abbreviations.Note: This market research report template can be modified and customized based on specific requirements and industry.。
Marketing Research
Chapter 11.Marketing research 市场调研定义Marketing research is the systematic and objective identification, collection, analysis and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing .2.research brief 调查摘要: A document that describes the business decision problem and the expectations of a research design to collect information to make the decision.Research proposal 调查目的: The official layout of the planned research activity , describing the research problem ,the approach ,the design ,and data-collection, data-analysis and reporting methods.3. secondary data 二手数据are data collected for some purpose other than the problem at hand .Primary data 原始数据are data originated by the researcher specifically to address the research problem.Desk research: common name for the process involved in collecting secondary data4.qualitative research 定性调研An unstructured ,exploratory research methodology based on small samples intended to provide an understanding of the problems setting.Chapter 31. hypothesis 假设An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.Chapter 41.Conclusive research : research designed to assist the decision maker in determining ,evaluating and selecting the best course of action to take in a given situation.Exploratory research : One type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher.Differences between exploratory and conclusive researchExploratory ConclusiveObjectiv es To provide insights and understanding ofthe nature of marketing phenomenaTo test specific hypotheses andexamine relationshipsTo understand To measureCharact eristics Information needed may be looselydefinedInformation needed is clearlydefinedResearch process is flexible andunstructuredResearch process is formal andstructuredSamples are smallSamples are large and aim to berepresentativeDate analysis can be qualitative orquantitativeData analysis is quantitativeFindings /results Can be used in their own rightCan be used in their ownrightLead to conclusive research May suggest additional exploratory researchMay illuminate specific conclusive findings May set a context to exploratory findingsUsed for questionnaire designMethod Expert surveys SurveysPilot surveys Secondary dataSecondary data DatabasesQualitative interviews PanelsUnstructured observations Structured observationsQuantitative exploratory multivariatemethodsExperiments2.descriptive research 描述统计 A type of conclusive research which has as its major objective the description of something – usually market characteristics or functions.3. cross-sectional design : a type of research design involving the collection of information from any given sample of population elements only once.☐Cohort analysis : a multiple cross-sectional design consisting of a series of surveys conducted at appropriated time intervals .The cohort refers to the group of respondents who experience the same event within the same time interval.☐Longitudinal design: a type of research design involving a fixed sample of population elements ,which is measured repeatedly. The sample remains the same over time ,thus providing a series of pictures which ,when viewed together ,offer a vivid illustration of the situation and the changes that are taking place.4.causal research 因果调研: a type of conclusive research in which the major objective is to obtain evidence regarding cause-and-effect relationships.A comparison of basic research designsExploratory Descriptive CausalObjective Discovery of ideas andinsightsDescribe marketcharacteristics or functionsDetermine cause andeffect relationshipsCharacteristics Flexible, versatile Marked by the priorformulation of specifichypothesesManipulation of one ormore independentvariablesOther the front end of total research design Preplanned and structureddesignControl of other mediatingvariablesMethods Expert surveys Secondary data Experiments Pilot surveys SurveysSecondary data PanelsQualitative research Observational and other data5.total error: the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.Non-sampling error: errors that can be attributed to sources other than sampling end that can be random or non-random.1.primary data : data originated by the researcher specifically to address the research problem. Secondary data: data collected for some purpose other than the problem at hand.3.single-source data : in effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents.Chapter 61.qualitative research : an unstructured , primarily exploratory design based on small samples , intended to provide insight and understanding.Quantitative research : research techniques that seek to quantify data and ,typically, apply some form of statistical analysis.Chapter 71.Foucs group interview : an interview conducted by a trained moderator , in an unstructured and natural manner, with a small group of respondents.generate the momentum and group dynamics necessary for a successful session. Groups of more than 12 may be too crowded and may not be conducive to a cohesive and natural discussion. A focus group should be homogeneous in terms of demographic and socio-economic characteristics. Commonality among group members avoids interactions and conflicts among group members on side issued. Moreover , the participants should be carefully screened to meet certain criteria. The participants must have had adequate experience with the object or issue being discussed. People who have already participated in numerous focus groups should not be included. The physical setting for the focus group is also important. A relaxed ,informal atmosphere encourage spontaneous comments. Although a focus group may last from 1 to 3 hours, a duration of 1.5 to 2 hours is typical. This period of time is needed to establish rapport with the participated and to explore , in depth , their beliefs ,feelings ,ideas, attitudes ,and insights regarding the topic for concern.Advantages and disadvantages of focus groupsAdvantages : 1.synergism 2.snowballing 3.stimulation 4.security 5.spontaneity 6.seredipity 7.specialisation 8.scientific scrutiny 9.structure 10.speedDisadvantages: 1.misuse 2.misjudgment 3.moderation 4.messy 5.misrepresentation2.in depth interviews 深度访谈an unstructured , direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations , beliefs attitudes and feelings.Advantages and disadvantages of in-depth interviewsIn-depth interviews can uncover deeper insights than focus groups. Also ,in-depth interviews attribute the responses directly to the respondent, unlike focus groups where it is often difficult to determine which respondent made the response. In-depth interviews result in free exchange of information that may not be possible in focus groups ,because there is no social pressure to conform to group response.In-depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Skilled interviews capable of conducting in-depth interviews are expensive and difficult to find. The lack of structure makes the results susceptible to the interviewer’s influence, and the quality and completeness of the results depend heavily on the interviewer’s skills. The data obtained are difficult to analyse and interpret, and the services of skilled psychologists are typically required for this purpose. The length of the interview , combined with high costs ,means that the number of in-depth interviews in a project will be small. Despite thesedisadvantages ,in-depth interviews do have many applications.3.projective techniques 映射技术an unstructured ,indirect form of questioning that encourages respondents to project their underlying motivation, beliefs, attitudes or feelings regarding the issues of concern.Chapter 81.survey method : a structured questionnaire given to a sample of a population and designed to elicit specific information from respondents2.P249 figure 8.1 Classification by nature of survey interaction3.P250 figure 8.2 Classification by mode of administration4.Classification of experimental designs 实验设计分类4类Pre-experimental : one-shot case study, one-group pre-test-post-test, static groupTrue experimental: pre-test-post-test control group, post-test-only control group, Solomon four-groupQuasi-experimental: time series , multiple time seriesStatistical: randomized blocks ,Latin square, factorial designOne-shot case study: a pre-experimental design in which a single group of test units is exposed to a treatment X, and then a single measurement on the dependent variable is taken.One-group pre-test-post-test design: a pre-experimental design in which a group of test units is measured twice.Static group: a pre experimental design in which there are two groups : the experimental group(EG),which is exposed to the treatment, and the control group (CG) .Measurements on both groups are made only after the treatment , and test units are not assigned at random.Chapter 91.questionnair 问卷a formalized set of questions or obtaining information from espondents.2.mesurement 测量the assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules.Scaling 测量方法creating a continuum upon which measured objects are located.P324 table 9.2Chapter101.Population: the aggregate of all the elements that share some common set of characteristicsand that comprise the universe for the purpose of the marketing research problem. 2．Census:A complete enumeration of the elements of a population.3．Sample:A subgroup of the population selected for participation in the study.6.Sampling frame : a representation of the elements of the target population consisting of a list of population units with their telephone numbers.7.Figure 10.2 和119对比Chapter 121.fieldwork management control: The process of planning ,organizing and controlling all the fieldwork personnel and activities.2.non-response 无响应 occurs when some of the potential respondents in the sample are not available or refuse to respond.P478 figure 12.2 对照 P119 一起看Chapter 131.Coding : the assignment of a code, usually a number , to each possible response to each question.Codebook: a book containing coding instructions and necessary information about variables in the dataset.2.Scale transformation : a manipulation of scale values to ensure comparability with other scales or otherwise make the data suitable for analysis.。
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Market Research BriefObjective:We are looking for a marketing research partner which will assist us in strategic development and provide sophisticated, sensitive, consumer focused quantitative research and insightful analysis. Our partner company should have a track record of helping their clients’ businesses grow; experience with women’s and baby products is extremely helpful.Specifically, we are seeking a proposal for consumer segmentation and comparative product in home use test.Background:HengAn is a public company, listed on the Hong Kong Exchange. Its annual revenues are over 1 billion RMB with aggressive growth plans.The majority of its current business is in paper-based products: sanitary napkins, adult and baby diapers. Additionally the company is branching out into feminine hygiene products, including intimate sanitary washes, douches, etc.We face significant foreign competition and expect this to increase. Over the next few years we expect to broaden our sales into new categories of products, to introduce new products in our existing lines and to make our brands the most sought after by Chinese consumers.Our Goal:Our goal is to build the most sought after brands in the categories we serve.The ChallengeThe challenge to our company is to develop a strong consumer driven focus to the conduct of our business. To do that, we have hired Thomas Group to help install processes and procedures. In addition we recognize the need to understand the consumer market, their emotional and rationale needs, how well we and our competition meet those needs – both attitudinally and physical product performance.Our initial exploration will focus on the sanitary napkin category; we will very shortly explore diaper opportunity and seek other category opportunities.Consumer Segmentation Study GoalsIssues: Our business is fractionalized into many subsidiaries operating in many regions. Consumers in all these regions are perceived to have different needs and wants. This is further complicated by significant economic differences between regions; cities, towns and villages; and shifting consumer attitudes.We would like to create an actionable market structure which would allow us to assess the opportunities and build plans to access those opportunities.To begin, we would like to understand the deep seated emotional attitudes and needs of women 18 to 45 (primary target audience); their attitudes to and usage of various brands; and how they segment on these bases. We are searching for the fundamental drivers in the category that eclipse geographic and income differences.We would like to understand consumers’ perceptions of our and key competitive brands, their buying habits, etc.Additionally, we would like to understand the more rational component of purchasing, that is, who has tried, repeated or rejected our and competitive products and why.We need a sufficient consumer sample to be able to develop the attitudinal segments and determine their buying habits, regular brand, trial rates of our and competitive brands, and demographics.Comparative Product In Home Use Test GoalsWe need a better understanding of how well our products perform versus competition and whether our and competitive products fulfill consumers’ expectations. We w ould like to have consumers use our products and tell us how they well they perform versus their regular brand and whether our product met expectations. We are open to consider other information as you recommend.Next StepWe would like to meet with you to review your credentials and more carefully identify our information needs. From this meeting, we would expect to receive a proposal from you on the most cost effective methodology to meet these needs.TimingSince the information we seek will provide the foundation for all marketing activity, we are extremely eager to move this process along as quickly as possible.美文欣赏1、走过春的田野，趟过夏的激流，来到秋天就是安静祥和的世界。
秋天，虽没有玫瑰的芳香，却有秋菊的淡雅，没有繁花似锦，却有硕果累累。
秋天，没有夏日的激情，却有浪漫的温情，没有春的奔放，却有收获的喜悦。
清风落叶舞秋韵，枝头硕果醉秋容。
秋天是甘美的酒，秋天是壮丽的诗，秋天是动人的歌。
2、人的一生就是一个储蓄的过程，在奋斗的时候储存了希望；在耕耘的时候储存了一粒种子；在旅行的时候储存了风景；在微笑的时候储存了快乐。
聪明的人善于储蓄，在漫长而短暂的人生旅途中，学会储蓄每一个闪光的瞬间，然后用它们酿成一杯美好的回忆，在四季的变幻与交替之间，散发浓香，珍藏一生！3、春天来了，我要把心灵放回萦绕柔肠的远方。
让心灵长出北归大雁的翅膀，乘着吹动彩云的熏风，捧着湿润江南的霡霂，唱着荡漾晨舟的渔歌，沾着充盈夜窗的芬芳，回到久别的家乡。
我翻开解冻的泥土，挖出埋藏在这里的梦，让她沐浴灿烂的阳光，期待她慢慢长出枝蔓，结下向往已久的真爱的果实。
4、好好享受生活吧，每个人都是幸福的。
人生山一程，水一程，轻握一份懂得，将牵挂折叠，将幸福尽收，带着明媚，温暖前行，只要心是温润的，再遥远的路也会走的安然，回眸处，愿阳光时时明媚，愿生活处处晴好。