Izinhlobo Marketing Research

Ucwaningo zokumaketha - lamathuluzi ngempumelelo kakhulu ukunquma isimo sezimakethe zohwebo, izidingo abathengi kanye nezenzo encintisana. Kulokhu, inani Imininingwane wathola kanye nekhwalithi imiphumela incike ngekhono ezingeni wezazi okwenza ukuhlaziywa.

Kunezinhlobo eziningana izinhlobo ukumaketha ucwaningo. Ziyakwazi:
- ekutadisheni izidingo zabathengi;
- ekutadisheni izenzo ezincintisana nabo;
- ukuqapha nabaphakeli;
- ekutadisheni emakethe zezimboni;
- ukuhlaziywa kwezimpahla nezinsiza, futhi kubandakanya ukuqapha intengo;
- izinhlelo cwaningo ukuthuthukisa imikhiqizo.

Ukuze ukuthengisa ucwaningo ukuze aphumelele, kufanele usebenzise uhlu amathuluzi asebenza kakhulu. Iningi lalaba bantu lihlale amathuluzi izindlela umahluko yokuthola ulwazi ukwesekwa yayo ngokudweba futhi ekufezeni izinhlobo ezahlukene survey. amaphuzu engeziwe bungabonakala amathuluzi ngempumelelo kakhulu:

- IMisa siqu izingxoxo ekhaya;
- IMisa siqu izingxoxo ihholo;
- amaqembu Focus;
- Uvisisa izingxoxo;
- Surveys wezazi.

Leli thuluzi is kabanzi zonke izinhlobo ezinkulu zocwaningo.

Uhlobo lokuqala ucwaningo - "ukuhlola" - kwenziwe ukuze umiswe plan of action. It wenziwa ngaphambi sinqumo senziwe, futhi imiphumela asetshenziselwa ukuhlela amasu. Phakathi izindlela ezisetshenziswa "ukuhlola" ukuhlaziya, kufanele ezigqanyisiwe: yokulinganisa yaphela hlangana nenyanga, focus amaqembu, yesibili analysis idatha, leyinye, ukutadisha isipiliyoni lenkampani noma izinkampani.

Njengengxenye ukuthi uhlobo locwaningo - "achazayo" - ochwepheshe -marketologami ukuze kutholakale izimpendulo zemibuzo: "Kuphi?", "Ngubani?", "Yini", "lapho?" Futhi "ngayiphi indlela?". Kubalulekile ukukhumbula ukuthi lolu hlobo ukuhlaziywa ichaza isimo emakethe wamanje, kodwa akazange hlaziya, ngakho imiphumela ochwepheshe ungafaki impendulo yombuzo othi, "kungani?". Njengoba ingxenye enkulu yomsebenzi izimpendulo zemibuzo yalesi yokuhlola ingatholakala usebenzisa ihholo-ukuhlolwa, ukugxila amaqembu, siqhuba ucwaningo edeskini futhi izingxoxo.

Ukuhlaziya ubudlelwano imbangela nemphumela ziphathwa ngochwepheshe, isifundo "obungenazibopho". Lokhu yilapho sizohlala ukuphendula umbuzo "kungani?" (Ngokwesibonelo, "kungani sales anda emva kusungulwa uhlelo ukwethembeka?"). Nokho, kulesi simo, ungatholi incazelo inqubo lokhu ikakhulukazi ukwanda yokuthengisa. Izindlela ephumelela kunazo for beqhuba lolu hlobo ucwaningo yilezi: ukuhlola kanye nokusetshenziswa onobuhle zezibalo.

Ukuze izinhlangano zikwazi ukusungula isithombe esiphelele izenzakalo sokuhlaziya yayo kanye nokuthuthukiswa emasu latfutfukile ucwaningo olunzulu Kunconywa.