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通过谈话,管理者可以发现公司存在的一些问题,有利于识别竞争威胁,并对产品创意产生灵感。但很多时候,谈话的内容并非问题的真实反映过去,公司在做市场调研时,主要依赖于“焦点小组”这种方法。他们把顾客请到公司,就即将推向市场的新产品和新服务,广泛征求顾客的意见。现在,很多公司改变了调查方法,更多地依赖于直接观察——观察消费者在自然环境中的行为表现。
Through conversations, managers can spot problems with the company, identify threats to competition, and create inspiration for product ideas. But in many cases, the content of the conversation is not a true reflection of the problem. When the company is doing market research, it mainly depends on the “focus group” approach. They invite customers to the company and solicit their opinions extensively on new products and services to be introduced to the market. Now, many companies have changed the way they do research, relying more on direct observation - observing how consumers behave in the natural environment.