3.利用调研探求客户的心理 * 研究客户对服务的需求 * 新产品开发,测评营销组合 * 测评价格、包装、新理念、新概念、服务和产品(实验性设计) * 在产品投放前后对广告效应进行评估 1. What can market research achieve * Course and glossary * Designing your survey based on your marketing action * Controlling time and cost
2. Today’s market research toolbox * Selecting the most relevant research method * The steps in preparing a research brief * Sampling statistics * Questionnaire design * Qualitative research * Brand image testing * Integration analysis and output (including price evaluation and measuring)
3. Using research techniques to achieve customer insight * Research on customer’s demands * Testing new product development, marketing mix * Testing price, package, selling point, service and product * Evaluating advertising effects
课程介绍 评价详情(0)
培训受众:
* 偶尔要做一些小型调研的人群
课程收益:
通过本课程的学习,公司既可以独立进行一些简单的调研,从而减少成本,又可以把握外部公司调研的准确性。
课程大纲
* 市场调研的相关术语和过程
* 针对有效营销行为,设计标准行动
* 了解并控制调研的时间和成本
2.今天的市场调研工具
* 为营销所面临的挑战选择最佳调研方式
(决策树状图)
* 准备一个以结果为导向的调研大纲的步骤
* 理解样品结构和基本统计数据
* 调查表的设计
* 定性调研
* 对态度和特征(品牌形象)进行测评
* 综合分析方法和产出(包括权衡品牌/价格,价格灵敏测量)
3.利用调研探求客户的心理
* 研究客户对服务的需求
* 新产品开发,测评营销组合
* 测评价格、包装、新理念、新概念、服务和产品(实验性设计)
* 在产品投放前后对广告效应进行评估
1. What can market research achieve
* Course and glossary
* Designing your survey based on your marketing action
* Controlling time and cost
2. Today’s market research toolbox
* Selecting the most relevant research method
* The steps in preparing a research brief
* Sampling statistics
* Questionnaire design
* Qualitative research
* Brand image testing
* Integration analysis and output (including price evaluation and measuring)
3. Using research techniques to achieve customer insight
* Research on customer’s demands
* Testing new product development, marketing mix
* Testing price, package, selling point, service and product
* Evaluating advertising effects
本课程名称: 如何开展市场调研
查看更多:市场营销公开课