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所在平台: Udemy |
课程主页: https://www.udemy.com/course/modern-market-research/
课程评论：没有评论
“现代市场研究”课程 Coursera 概述： 本课程旨在阐述市场研究作为连接消费者、客户与营销者之间的关键职能。市场研究通过**信息**识别和定义营销机会与问题，生成、优化和评估营销行动，监控营销绩效，并增进对营销过程本身的理解。 课程强调市场研究是一个**精心规划、系统化**的过程，涉及所有阶段的周密部署。同时，课程也坦诚地指出了市场研究的局限性，由于研究对象为人类（消费者、供应商等），其行为可能因观察而改变，且市场研究并非精确科学，因此结果可能存在一定的模糊性和不确定性。 课程将引导学习者了解市场研究的**核心阶段**，包括：问题发现、探索性研究选择、概率/非概率抽样、数据收集、数据编辑与编码、数据处理、数据解释以及报告撰写。所有这些阶段的目的是最大程度地减少不确定性，为明智的决策提供依据。 在数据收集方面，课程将区分**一手数据**（首次使用的新数据）和**二手数据**（已被使用过，为未来重用而收集的数据）。此外，课程还将探讨**定性研究**与**定量研究**两种主要的研究方法。 最后，课程将帮助学习者掌握如何分析**竞争对手**，识别提供相似产品或服务的企业，评估市场饱和度及消费者选择的丰富程度，从而为进入市场提供有力的需求依据。
Market research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems. generate, refine and evaluate marketing actions: monitor marketing performance: and improve understanding of marketing as a process. Market research is a well planned, systematic process which implies that it needs planning at all the stages.There are some limitations of the market research because is being carried out by human beings. The market research is not exact science. Thus, the results and conclusion drawn upon the using market research are not very accurate. The results are very vague as market research is carried out on consumers, suppliers, intermediaries, etc who are humans. Humans have the tendency to behave artificial when they know that they are being observed.The research goes through some stages in order to get the required information stages are we need to discover the problems, selection of exploration research. probability or non probability, collection of data, editing and coding, data processing, interpretation of data and report findings. This is down to ensure that the information obtained is reduce to the lowest minimum to informed decision making.The are various ways of collecting data such as primary data that is data that have never being used before and secondary data that is data that have being used before and being gathered for future reuse. There is qualitative research and quantitative research. Research businesses competing for your target customers. Find out which other businesses sell products or services similar to your own. Figure out how saturated your market is and how options consumers have at their disposal. Use that information to decide whether there's enough demend for you to enter the market.
