Market research services kutarisana nechisarudzo chakakosha pakati pemhando uye huwandu hwemaitiro. Nzira mbiri idzi dzine simba uye kushaya simba, uye makambani mazhinji anozvibatanidza pasina musono.
Iyi blog post inoongorora nguva yekushandisa imwe neimwe nzira uye kuti yakawanda yakazara data mhinduro inogona kupihwa sei nekubatanidza huwandu uye hwemhando yepamusoro.
Chii chinonzi Quantitative Market Research
Quantitative research inotarisa pakuunganidza nhamba dzenhamba uye ruzivo rwenhamba. Izvo zvese nezve kuyerwa uye quantification yezviitiko; saka, yakanyatsorongeka uye ine chinangwa. Zvinhu zvakakosha zvechidzidzo chehuwandu zvinosanganisira:
- Surveys
- Makuru emuenzaniso saizi
- Statistical analysis
- Mibvunzo yakavharwa
- Nhamba dze data
Iyi nzira yakanaka pakupa kusimbiswa kwenhamba pamwe nekugonesa; inonyatsokodzera “mangani?” kana kuti “yakawanda sei?” mibvunzo inowanzo shandiswa kuona mafambiro muhuwandu hwevanhu.
Chii chinonzi Qualitative Market Research
Kusiyana neizvi, tsvakurudzo yemhando yepamusoro inoedza kutsanangura zvikonzero nei vanhu vachiita zvavanoita uye vachitarisa zvinokurudzira maitiro ezuva nezuva kana maonero. Inovimba neruzivo rwusiri rwenhamba rwakadai se:
- Hurukuro dzakadzama
- Madiki emuenzaniso saizi
- Mibvunzo-yakavhurika mibvunzo
- Narrative data
- Zvakapfuma zvinotsanangura njere
Nokudaro, kana iwe uchida kuongorora manzwiro, maonero, uye nyaya dzisingagone kutora nhamba, iyi ndiyo sarudzo yako yakanakisisa, kunyanya paunenge uchitarisa boka duku kana niche misika.
Iwo Musiyano Wakakosha Pakati Pehuwandu uye Hunhu Tsvagiridzo
Ngatiratidzei misiyano yakakosha pakati pemhando mbiri idzi mushure mekutsanangura mamwe masimboti ehuwandu uye hwemhando yekutsvaga.
Type Type
Kusiyana neizvi, zvidzidzo zvemhando yepamusoro zvinobata nekuzviisa pasi pane data renhamba, iro rinopa nzwisiso kudivi re "munhu" rezvinhu. Semuenzaniso, kana mumwe munhu akatenga chigadzirwa nekuti pfungwa dzake dzaive dzakabatikana nenyaya yekukurudzira.
Sample Size
Zvidzidzo zvemhando yepamusoro zvinowanzova nemasampuli mashoma anonyatso kusarudzwa kuti adzidze zvakadzama. Nekune rimwe divi, tsvakiridzo yehuwandu inowanzo shandisa saizi yakakura yekusimbisa kukosha kwenhamba mukati memazana kana zviuru zvezvikamu zvakasiyana zvinoda kuongororwa.
Mibvunzo Yekutsvaga
Ongororo yehuwandu yakanyatsokodzera kumibvunzo ine mhinduro dzenhamba dzakananga sekubvunza vatori vechikamu nhevedzano yemibvunzo uye mumwe nemumwe achipindura achishandisa chikero kubva pa1-5. Mhando iyi yakanakira mibvunzo yakavhurika senge "chii" uye "sei".
Nzira dzekuunganidza Data
Tsvagiridzo yehunhu, kune rumwe rutivi, inosanganisira kubvunzurudza uye nhaurirano dzakavhurika, nepo ongororo yehuwandu inoshandisa ongororo uye yakarongwa mibvunzo. Iyo yekutanga inogadzira nharaunda iyo zvinangwa zvetsvakiridzo zvinogona kuchinja zvichibva pane izvo vanhu vanodzidza kubva kune mumwe nemumwe, asi ekupedzisira mabhenefiti anosanganisira kuenderera mberi kwekudzidza pachiyero.
ongororo
Mukupesana, ongororo yemusoro inoda ongororo yemhando, nepo ongororo yehuwandu ichida kuongororwa kwenhamba nemhedzisiro inogoneka.
Nguva Yokushandisa Quantitative Research
Quantitative research yakanakira ongororo dzakakura, kusimbiswa kwenhamba, zvidzidzo zvekufananidza, uye maitiro ehuwandu nekufamba kwenguva.
Inoshanda mukuunganidza nzwisiso kubva kuruzhinji, kuyedza kufungidzira, kuyera mutsauko pakati pemapoka, uye mafambiro ekutsvaga nenhamba humbowo hwekuita sarudzo.
Mumamiriro ezvinhu apo mhinduro inodiwa kubva kuvanhu vazhinji, ongororo dzinoshanda kupfuura kubvunzurudza kwega. Quantitative research inopa kuomarara kwehuwandu kune yakasimba mhedziso uye yakarongeka nzira yekuongorora mapatani uye kuona mafambiro.
Pakazere, inonyatso shandiswa kana uchibata nehuwandu hwevanhu, kuenzanisira chaivo vanhu, uye kana uchitsvaga kuita humbowo-hwakavakirwa sarudzo.
Nguva Yokushandisa Qualitative Research
Tsvagiridzo yemhando yepamusoro inokunda mukunzwisisa maitiro, zvinokurudzira, uye manzwiro, zvichiita kuti ive yakakosha pakutsvaga kwekuongorora, ruzivo rwevatengi, kugadzirwa kwechigadzirwa, uye diki sampuli yekuongorora.
Izvo zvakakosha pakugadzira madomasi matsva, kufumura maitiro evatengi, kuwana maitiro ekukurumidza ekugadzirwa kwechigadzirwa, uye kupa ruzivo rwakadzama kune chakanangana nevateereri.
Pakazara, tsvakurudzo yemhando yakakosha mukuwana kunzwisisa kwakadzama kwemafungiro evanhu nezviito mumamiriro akasiyana ekutsvakurudza.
Simba rekusanganisa Quantitative uye Qualitative Research
Chimwe chinhu chakanaka pamusoro pekutsvagisa kwemusika ndechekuti inogona kuwanikwa sei zvakasiyana-siyana; nepo nzira imwe neimwe iine mabhenefiti ayo ega ega, kuabatanidza kunowanzo buritsa zvakakosha.
Muvhenganiswa uyu unogona kuvimbisa kunzwisiswa kuri nani kwechidzidzo chiripo pane kungoisa pfungwa pazviri kubva pane imwe nzira.
Sequential Approach
Mune zvimwe zviitiko, kutanga neongororo yehuwandu inogona kunge iri pfungwa yakanaka kuitira kuti uunganidze zvimwe zvekuona nekuona mafambiro anogona kutungamira munhu mukugadzira dzimwe pfungwa. Wobva watevera izvi netsvakiridzo yemhando yepamusoro kuti uwane zvimwe nezvekuti sei zvinhu zviri kuitika zvinoenderana neiyo data yehuwandu yakakwanisa kuburitsa. Nokufamba kwenguva, nzira iyi inopa maonero ari pakati nepakati.
Panguva Imwe chete
Neimwe nzira, unogona kusarudza kushandisa imwe chete nzira iyo data yemhando uye yehuwandu inounganidzwa kamwechete. Izvi zvinonyanya kubatsira kana nguva iri yezvakakosha kana paine kudikanwa kwekukurumidzira mamiriro ehuwandu hwezvawanikwa kuburikidza nemhando yekuona.
mhedziso
Dambudziko nekutsvaga kwemusika nderekuti hapana mhinduro dzechinangwa-zvese dzinogona kukwana munhu wese. Sarudzo yekuti ungasarudza tsvakurudzo yehuwandu kana yemhando inosiyana zvichienderana nezvinangwa zvekutsvaga, vateereri uye chimiro chekudzidza. Nzira dzese dziri mbiri dzinopa mhedzisiro inobatsira uye zvese zvinoenderana nekuti uye riini yekuzvishandisa nemazvo.
