市场调研 English.docx

市场调研 English.docx

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市场调研English

Thesurveyreportaboutstudents’choiceofcosmetics

WangJing

2011-5-7

Directory

1.Title·························································1

2.Directory····················································2

3.Background··················································3

4.Researchobjectives··········································3

5.Method····················································3-6

6.Analysis··················································7-21

7.Conclusion·················································22

8.Evaluation···············································22-26

9.Recommendation·········································26-27

10.Biography··················································28

11.Accessory···············································29-31

Background

Withthedevelopmentofournationaleconomy,people’sconsumptionlevel,cosmeticsmarketalsotorapiddevelopment.Accordingly,theratioofcosmeticsmarketstudentsmoreandmoreisalsohigh.Forcollegestudents’marketsituation,consumptionmentalitycosmetics,thefutureofthemarketdevelopmentissuesbyrandomsampling,thewaywecollegestudentstoaquestionnairesurveyofcollegestudents,fromwhichwecosmeticsmarketsurveyandstudentconsumerbehaviorcharacteristicshaveapreliminaryunderstanding.

Researchobjectives

1.UnderstandtheconsumptionofcosmeticsAIBstudents.

2.AnalysisoftheimpactofAIBstudentstopurchasecosmeticfactorsandthemainchannelforthefuturedevelopmentofthecosmeticsindustrytoprovideinformation.

3.Nurtureouraccesstoinformation,thesurveyinterviews,andinformationprocessingandstatisticalskills.

Method

Researchdesignschememeaning:

First,althougheachresearchquestionfromoverallareunique,butusuallybetweenvariousresearchesproblemthereisalwaysenoughsimilarities.Second,thereissomesuccesssolvesaparticularresearchproblemmarketingresearchdesignscheme.

Researchdesignprogramofthethreetypes:

exploratoryresearch,descriptiveresearch,causalityresearch.

Wechooseisexploratoryresearch.Forexploratoryresearchistogettherelevantresearchproblemsgenerallynaturebackgroundinformation.Researchpersonneldon'tknowmuchaboutproblems,andrequireadditionalinformation,orneednewmoreofthemostrecentinformation,usuallyadoptthisway.

1.Thedefinitionofprimarydata:

Primarydata,alsoknownasrawdata,rawdataisthroughinterviews,inquiries,questionnaires,determination,etc.straightforwardtoobtain,throughthecollectionofprimarydatacanbedeterminedtosolvetheproblem.

Itsadvantagesare:

（1）Primarydatasecondarydatatoanswerspecificquestionsnotanswered;

（2）Primarydatamoretimelyandcredible;

（3）Primaryistheirprimarydatacollection,soeasytobekeptconfidential.

Itsdisadvantageis:

（1）Becausethedesignskilldataneedslong-termaccumulatedexperience,forbeginners,designsmoredifficult.

（2）Thetargetgroupdisperseddatacollectiondifficulties.

Quantitativeresearchistofindthatthemethodofquantitativedataandtousesomeformofstatisticalanalysis.

Samplingsurveymethodistheuseofanextractfromtheoverallsample,anddesignedastructuredquestionnaire,respondentsdrawnfromthespecificrequiredinformation.Thesurveycontentcanberelatedtobehavior,requirements,attitudes,knowledge,motivation,demographicsandlifestyleandsoon.Datacollectionapproachisstructured,thatisstandardized:

Prepareaformalquestionnaire,thequestionispre-arrangedtheorderandaskedtheprocessisstraightforward.Thisisastructureofdirectsurveyisthemostcommonlyusedmethodsofdatacollection.Mostofthedesignarefixedmultiplechoicequizquestions,orcallaclosedquestionandanswerquestions;respondentsonlyneedtoengageingiveseveralpossibleanswersgivenintheselectedone（ormore）onit.

（1）Theadvantageofsamplingsurveymethod:

First,thequestionnaireiseasytooperate;Secondly,themorereliablethedatacollected,becausetheissueisclosed（withfixedchoiceanswers）,whichcangreatlyreducethepotentialdifferencebytheinvestigatorsinducedvariation;Finally,thedatacoding,analysisandinterpretationarerelativelysimple,becausethesampleisrepresentative,theoverallsituationcanbemorereasonabletojudge.

（2）Thedisadvantageofsamplingsurveymethod:

First,respondentsmaybeunwillingorunabletoprovidetherequiredinformation.Forexample,thequestionabouttheattitudeormotivation,andsometimesmaynotbeveryclearofrespondentsawareofthedecisionoftheirmotivation（forexample,chooseaproduct,makeadecision）whatfactors.Therefore,theinformationprovidedmaynotbeaccurate.Iftheproblemisrelatedtopersonalprivacyorverysensitive,therespondentsmaybereluctanttoanswer.

Secondly,theissueclosedlimitthescopeofrespondentsselectedtheanswer;itispossibletomakethevalidityofcertaintypesofdatalosses,suchasonthebeliefsandemotionaldata.

Finally,thewordingoftheproblemisalsonoteasytodesignagoodquestionnaireisagreaterdegreeofdifficulty.Nevertheless,thesamplingsurveyisstillthemostcommonlyusedforprimarydatacollectionmethod.InChina,awidevarietyofopinionpollsandsurveysarebasicallymarketresearch.

2.Secondarydataforcertainpurposesthantheimmediateproblemofplanedatacollected.Secondhanddataisthecommercialandgovernmentagencies,marketingresearchcompanyandacomputerdatabasefortheinformation.Datacanbeusedtoprovideeconomic,quickbackgroundinformation.

Advantagesofsecondarydata:

（1）Secondarydatacanhelpresearchersquicklysolveproblems,savetimeandreducecosts;

（2）Theproblemofsecond-handdatahelpstoregulatetheexpressionoftheformspecifiedinsurveymethods,toprovideadditionaldataneededtosolvetheproblem;

 （3）Secondarydatacanhelpresearchersunderstandhowtoapproachresearchobject,researchtounderstandtheobjectpositioninthemarket,andasabasisforcomparisonwithotherdata.

Secondhanddatafaults:

（1）Correlationsent,second-handdataisnotspecificallyfortheresearchersneedtosolvetheproblemandcollected,itiscollectedforotherpurposes,itisinevitablecausesecond-handdatawiththerequirementsoftheprojectdatainconsistentinmanyways.

（2）Timelinesssent,second-handdataisinthecurrentresearchprojectsalreadyexistingdatabefore,soinreflectsthecurrentmarket,consumersandtheenvironmentaresuchinformationgap.

（3）Reliabilitylow,second-handdataisnotrealsituation,evengovernmentstatisticsalsoexistssomedegreeoferror,evennotruledouthasagreatpartofdatamoisture.

Externaldatabasesaredatabasessuppliedbyorganizationsoutsidethefirm.Theymaybeusedassourcesforsecondlydata.Someofthesedatabasesareavailableinprintedformatbut,inrecentyears,manydatabasesarenowavailableonline.Onlineinformationdatabasesaresourcesofsecondarydatasearchablebysearchenginesonline.Someonlinedatabasesareavailablefreeofchargeandaresuppliedasaservicebyahostorganization.However,manyonlineinformationdatabasesareavailablefromcommercialsourcesthatprovidesubscriberspasswordaccessforafee.

Itsadvantagesare:

（1）Collectsspeed,lowcost.

（2）Researchmaterialscope.

Thedisadvantagesofitare:

（1）Existoutdatedinformation.

（2）Materialpublichasnoresearchvalue.

Analysis

（1）

GraphicalanalysisofthedatacanbefoundthatmoststudentsdonothavethehabitofusingcosmeticsintheAIB.Therearesomestudentsdidnotchoosethisoptioninthesurvey.Inaddition,onlyafewstudentshavethehabitofusingcosmetics.Wemightimagine,cosmeticsmarketintheAIBisatleastthepotentialmarketcanbedevelopedthere.

（2）Mostoftheuseofcosmeticsisthefemalestudents.Onlyalittlenumberofmalestudents.Isuggestthatthecompanymayconsideropeningupmalecosmeticsmarket.

（3）Mostrespondentsinthe700-900millionofrevenue,andmostof150-200dollarstospendincosmetics.Canbefoundinpricing,thecompanyshouldbeconsideredinthelowprice.

（4）Investigationwasnotsatisfiedwiththeservicemostofthefalsepropaganda,followedtemptedbuyproducts.

（5）Consumerswillbetoguaranteethequalityofitsproductsthatacosmetic.

（6）Respondentswiththecelebrityendorsementoftheviewsofmostcosmeticsadvertisingdubious.

（7）Thevastmajorityofrespondentsdidnotduetotheuseofhairdressingcosmeticcausingskinhurtexperience.Mostoftheexperiencedinvestigatorscan'tgetmanufacturerorbeautyservicesatisfactionprocessing.Therestdidn'trequestprocessing.

（8）Mostrespondentsusedforthepresenttheirgeneralsatisfactionwiththecosmetics,said,thereisalsonosmallnumberofpeoplearedissatisfiedwiththeirowncosmetics.

Fromtheabovetable,youcansee,60%ofthestudentsbecauseofhealthanduseofcosmetics,60%ofthestudentsbecausethetotaluseofcosmetics,50%ofthestudentsalsohavetheuseofcosmeticsaspolite,indicatingthatmostofthestudentstomakeuseofcosmeticsisbecauseTolookhealthierandmorebeautiful.

Fromtheabovetable,youcansee,25%ofthestudentsbecausethepriceischeaptobuycosmetics,90%ofthestudentswoulduseeffectgoodtobuycosmetics,alsohas50%ofthestudentsasfriendrecommendedtobuycosmetics,and25%ofstudentsBecausethebrandeffecttobuycosmetics,buycosmeticsthatmostofthestudentsbecausetheuseeffectgood.

Fromtheabovetable,wecanseethat80%ofthestudentsintheshopcounterstobuycosmet