Izinsizakalo zocwaningo lwemakethe babhekane nesinqumo esibalulekile phakathi kwezindlela ezisezingeni eliphezulu nezingamanani. Zombili lezi zindlela zinamandla nobuthakathaka, futhi izinkampani eziningi zizihlanganisa ngaphandle komthungo.
Lokhu okuthunyelwe kwebhulogi kuhlola ukuthi isetshenziswa nini indlela ngayinye nokuthi isisombululo sedatha esibanzi singanikezwa kanjani ngokuhlanganisa amasu obuningi kanye nekhwalithi.
Iyini iQuantitative Market Research
Ucwaningo oluningi lugxile ekuqoqeni idatha yezinombolo kanye nolwazi lwezibalo. Konke kumayelana nokukalwa kanye nokwandiswa kwezenzakalo; ngakho-ke, yakheke kakhulu futhi inenhloso. Izici ezibalulekile zocwaningo lobuningi zifaka:
- Surveys
- Osayizi besampula abakhulu
- Ukuhlaziywa kwesitatimende
- Imibuzo evaliwe
- Idatha yezinombolo
Le ndlela inhle ekunikezeni ukuqinisekiswa kwezibalo kanye nokujwayelekile; ifaneleka kakhulu ukuthi “bangaki?” noma “malini?” imibuzo evame ukusetshenziselwa ukuthola izitayela kubantu abaningi.
Iyini iQuality Market Research
Ngokuphambene, ucwaningo lwekhwalithi luzama ukuchaza izizathu zokuthi kungani abantu benza abakwenzayo futhi babheka izizathu eziyisisekelo zokuziphatha kwansuku zonke noma imibono. Incike olwazini okungelona izinombolo olufana nalokhu:
- Izingxoxo ezijulile
- Osayizi besampula abancane
- Imibuzo evulekile
- Idatha yokulandisa
- Imininingwane eningilizayo enencazelo
Ngakho-ke, uma udinga ukuhlola imizwa, imibono, kanye nezindaba izinombolo ezingakwazi ukuzithwebula, lokhu kuyisinqumo sakho esingcono kakhulu, ikakhulukazi uma uqondise iqembu elincane noma imakethe ye-niche.
Umehluko Obalulekile Phakathi Kocwaningo Lwenani kanye Nokufaneleka
Manje ake sigqamise umehluko oyinhloko phakathi kwalezi zinhlobo ezimbili ngemva kokuchaza izimiso ezithile eziyisisekelo zocwaningo lwezibalo nolwekhwalithi.
Uhlobo Ledatha
Ngokuphambene, izifundo zequalitative zibhekana nedatha yokucabangela esikhundleni sezinombolo, enikeza ukuqonda ohlangothini lwezinto "zomuntu". Ngokwesibonelo, lapho othile ethenga umkhiqizo ngenxa yokuthi ingqondo yakhe yayimatasatasa ngomongo okhuthazayo.
Usayizi wesampula
Izifundo zekhwalithi zivame ukuba namasampuli alinganiselwe akhethwe ngokucophelela ukuze acwaninge ngokujulile. Ngakolunye uhlangothi, ucwaningo lobuningi luvamise ukusebenzisa amasampuli amasayizi amakhulu ukuze kuqinisekiswe ukubaluleka kwezibalo phakathi kwamakhulu noma izinkulungwane zezigaba ezihlukene ezidinga ukuhlolwa.
Imibuzo Yokucwaninga
Ucwaningo lwezibalo luyifanele kahle imibuzo enezimpendulo zezinombolo ezithize njengokubuza ababambiqhaza uchungechunge lwemibuzo futhi ngamunye uphendule usebenzisa isikali esisuka ku-1-5. Lolu hlobo lulungele imibuzo evulekile njengokuthi “yini” nokuthi “kanjani”.
Izindlela Zokuqoqwa Kwedatha
Ucwaningo olusezingeni eliphezulu, ngakolunye uhlangothi, lubandakanya izingxoxo nezingxoxo ezivulelekile, kanti ucwaningo lwezibalo lusebenzisa izinhlolovo kanye nohlu lwemibuzo oluhlelekile. Okwakuqala kudala indawo lapho izinjongo zocwaningo zingashintsha ngokusekelwe kulokho abantu abakufunda komunye nomunye, kodwa izinzuzo zamuva zibandakanya ukufunda okuphindaphindayo esikalini.
Analysis
Ngokuphambene, ukuhlaziywa kwetimu kudinga ucwaningo lwekhwalithi, kanti uphenyo lobuningi ludinga ukuhlaziywa kwezibalo ngemiphumela elinganisekayo.
Isikhathi Sokusebenzisa Ucwaningo Oluningi
Ucwaningo lokulinganisa lulungele izinhlolovo ezinkulu, ukuqinisekiswa kwezibalo, izifundo zokuqhathanisa, kanye nezitayela zokulinganisa ngokuhamba kwesikhathi.
Isebenza kahle ekuqoqeni imininingwane evela kubantu abaningi, ukuhlola okucatshangwayo, ukulinganisa umehluko phakathi kwamaqembu, nokulandelela amathrendi ngobufakazi bezinombolo bokwenza izinqumo.
Ezimweni lapho kudingeka impendulo evela kubantu abaningi, izinhlolovo zisebenza kahle kakhulu kunezingxoxo zomuntu ngamunye. Ucwaningo lokulinganisa lunikeza ukuqina kwezibalo eziphethweni eziqinile kanye nendlela ehlelekile yokuhlaziya amaphethini nokuhlonza amathrendi.
Sekukonke, isetshenziswa kangcono lapho kusetshenzwa nabantu abaningi, imodeli yabantu abathile, nalapho ufuna ukwenza izinqumo ezisekelwe ebufakazini.
Isikhathi Sokusebenzisa I-Quality Research
Ucwaningo olusezingeni eliphezulu luhamba phambili ekuqondeni ukuziphatha, izisusa, kanye nemizwelo, okulwenza lubaluleke ocwaningweni lokuhlola, ukuqonda kwabathengi, ukuthuthukiswa komkhiqizo, kanye nokuhlola amasampula amancane.
Kubalulekile ukwenza imephu yezizinda ezintsha, ukwambulwa kokuziphatha kwabathengi, ukuthola ukusabela ngokushesha ekuthuthukisweni komkhiqizo, kanye nokuhlinzeka ngemininingwane ejulile yezithameli ezithile okuqondiwe kuzo.
Sekukonke, ucwaningo olusezingeni eliphezulu lubalulekile ekuzuzeni ukuqonda okujulile kwemicabango nezenzo zabantu ezimweni ezehlukene zocwaningo.
Amandla Okuhlanganisa Ucwaningo Oluningi Nokufaneleka
Isici esisodwa esihle mayelana nocwaningo lwemakethe ukuthi lungaguquguquka kanjani; kuyilapho indlela ngayinye inezinzuzo zayo ezihlukile, ukuzihlanganisa ngokuvamile kuveza izinzuzo ezibalulekile.
Lokhu kuhlanganiswa kungaqinisekisa ukuqondwa kangcono kwendaba okukhulunywa ngayo esikhundleni sokugxila kuyo ngombono owodwa.
Indlela Elandelanayo
Kwezinye izimo, ukuqala ngocwaningo lomthamo kungaba wumqondo omuhle ukuze kuqoqwe imininingwane eyandulelayo ngokuhlonza izitayela ezingaholela ekutheni umuntu akhe imibono ethile. Bese ulandela lokhu ngocwaningo lwekhwalithi ukuze uthole okwengeziwe ngokuthi kungani izinto zenzeka ngokuya ngalokho idatha yobuningi ekwazile ukudalula. Ngokuhamba kwesikhathi, le ndlela inikeza umbono olinganiselayo.
Indlela Ehambisanayo
Kungenjalo, ungase unqume ukusebenzisa indlela kanye kanye lapho kokubili idatha yekhwalithi neyobuningi iqoqwa ngesikhathi esisodwa. Lokhu kuwusizo ngokukhethekile uma isikhathi siwumongo noma kunesidingo sokwenziwa komongo ngokushesha kokutholwe komthamo ngemininingwane yekhwalithi.
Isiphetho
Inkinga ngocwaningo lwemakethe ukuthi azikho izimpendulo zenhloso yonke ezingalingana wonke umuntu. Isinqumo sokuthi ukhetha ukwenza ucwaningo olungakanani noma lwekhwalithi luyahlukahluka kuye ngezinjongo zocwaningo, izethameli kanye nesimo socwaningo. Zombili izindlela ziveza imiphumela ewusizo futhi konke kuncike ekutheni zisetshenziswa kanjani futhi nini ngendlela efanele.