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流利说商务英语Level5Unit2Part2MarketResearchBasicsMarketresearchisthegatheringandanalyzingofmarketdata.Itprovidesinsightsintoindustryshiftsandconsumerpreferences.Hereishowmarketresearchiscommonlyconducted.IdentifyresearchobjectivesBeforeconductingmarketresearch,researchersshouldfirstidentifytheirobjectives.Thesestatewhattheresearchaimstodiscoveroraccomplish.Havingobjectivesguidethecollectionanalysisandinterpretationofdata.DeveloparesearchplanOnceresearchobjectiveshavebeenestablished,aresearchplanwillbedeveloped.Itincludeswhatkindofdatatoexamineaswellasmethodsforcollectingdata.CollectdataDatacollectionisthesystematicgatheringandmeasuringofdata.Afteraplanhasbeendeveloped,researcherswillbegintocollectdata.Dependingontheresearchobjective,theymayusequestionnaires,interviews,focusgroupsanddirectobservation.AnalyzeandinterpretthedataOnceresearchershavegathereddata,theywillanalyzeandinterpretit.Throughanalysis,researcherscandiscovertrendsandrelationshipswithinthedata.Afterdatahasbeenanalyzed,researcherswilldrawconclusionsbasedonit.CreatearesearchreportandtakeactionAfteraresearchreporthasbeenfinished,itwillbepresented.Researcherswillsummarizetheirmethods,presenttheirconclusions,andrecommendthenextcourseofaction.Establishingresearchobjectiveshelpsresearchersdeterminehowtoconducttheirresearch.Aresearchobjectivedetermineswhatmethodswillbeusedtogatherdata.Findingoutwhetheratargetaudienceisinterestedinbuyingyourproductisanexampleofaresearchobjective.Aresearchplanshouldtakeintoaccounttheresearchbudgetandensurethatcostsarekeptwithinit.Researcherscollectdatatofindanswerstosupporttheirresearchobjectives.Whatstatetheaimsofaresearchplan?Aresearchobjectivestateswhattheresearchaimstoaccomplish.Datacollectionissystematicapproachtogatheringandmeasuringdata.Dataanalysislooksforrelationshipsortrendsthathelpyoudeveloptherightstrategies.Aresearchreportshouldsummarizetheresearchprocess,presentthedatacollectedandrecommendthenextcourseofaction.Youcanscheduleameetingwithcompanyleadersandmembersofthemarketingteamtodiscusswhattodonext.