多元化是消费者的需求,人们可以购买越来越多的各种类别的商品,然后相关的市场策略也显的越来越重要，下面是常用的市场调查探讨
Much diversified are consumers’ demands and increasingly various is the category of the goods which people can purchase, a new term in the marketing, market research, springs up under the current situation for the companies to carry out better performance in the operation of the whole sales and make bigger profits from within as it is the terminal goal of every existent company. Saying has it in the field of marketing that “he who makes no investigation and study has no right to speak.”
Sales activities stand for the phenomenon of the transferring of goods and services from the producers, the so-called companies, to consumers, during which the companies will encounter successively and directly to plenty of problems, such as the market, products, price, channel, consumers’ behavior and so on. In order to solve the above obstacles, the companies themselves can first collect relevant data and later work on the recorded data to further analyze it in measurement or evaluation by themselves or just by entrusting other survey firms, through which it can provides some related suggestions and conclusions for the decision-makers to refer to.
If we take a closer look at our surrounding companies, we can find that almost all of them don’t have a very decisive grasp of the needs of consumers, the world-wide generally acknowledged most important one of all the problems, their mistaking that they have well mastered the needs of consumers, there being sales strategy problems, even the attitude of the salespeople remaining to be urgently improved, and other distinct problems like that. Favorably, several alternatives have been put forward to conduct market research to get rid of the aforementioned problems and they are right what every company should pay as much attention and concern to as possible. The alternatives under this circumstance, or we may call them the measures of market research, can be listed as follows: setting up an exclusive department for investigation; sparing no efforts to indoctrinate that and foster full attention of all the staff that everyone is one of the market researchers; obtaining constant and down-to-date first-hand information through field investigation by observing, questionnaire, experiments, testing and other feasible manners; implementing exploratory investigations to verify decisions; paying a reciprocal visit to check whether the bad circumstance gets any better compared to the first visit, to list just a few here. Among all the above, the best alternative is the second one in that this method has motivated everyone’s potential to the full play and has nurtured an awareness of all the staff to look at market research one of the necessities for sales. However, the consciousness and willingness of every staff is the key factor of whether the alternative will be successful or not.
With the data collected in the above ways, it is time to analyze it and then draw a conclusion. Excel and SPSS (Statistical Product and Service Solutions) are the first two preferred software for analysis. During which we can find that the most financial data collected is the one with consumers’ demand while the others are relatively less significant while analyzing. The exact measurement and evaluation of the consumers’ demands will certainly contribute to the companies’ better performance more or less and sooner or later. And it will be beneficial to the achievement of the terminal goals of every company in the long run to make market researches frequently.
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