Second, job description Before implementing the market research task, it is necessary to clarify who will undertake the research task. We regard market research as a process, that is, to experience the actual working process. After accepting a basic research task, we must first make clear who will do it. Of course, the completion of research work requires team operation, and it is impossible for one person or two people to complete a research task. Before the course starts, on the basis of teachers' guidance and voluntary selection, students are divided into 4-6 groups to form investigation groups, and research tasks are carried out in the course of market research technology, and each group manages by objectives according to the work tasks. Each team democratically elects the team leader, who organizes the team members to design CIS, establishes the team concept, designs the team name, team flag, team song and team management system according to the team concept, and posts the designed team flag on the classroom wall. In each class, each group is led by the team leader to show the team image, recite the team names, slogans and sing team songs, to encourage everyone to enhance team awareness and cultivate students' teamwork ability, so as to lay the foundation for completing the research task in the course of market research technology.
Third, the focus and difficulty of the task The focus and difficulty of this task is to design the team CIS and quickly form a team.
Fourth, the task is arranged to form a team for 2 hours.
Verb (abbreviation of verb) task completion process 1. The selected team leader is responsible for group discussion to complete the task. The tasks include determining the team concept, designing the team name, team song, team emblem and team management system. 2. Select a team representative to report the completion of the task.
Investigation and organization of theoretical knowledge in the process of completing the task of intransitive verbs The focus of this task is to form a research team that has completed research projects in market research technology. Theoretically, it should be a "market research institution". In essence, the research team we set up now is not professional, and the market research work is usually undertaken, organized and implemented by specialized market research institutions and professionals. Therefore, it is necessary to learn and understand what a professional market research institution is and what qualities and requirements researchers should have on the basis of setting up a non-professional research team. After studying, we should demand ourselves with professional requirements and make ourselves closer to the needs of enterprise work. Type of field investigation organization: internal market investigation organization 1, specialized investigation organization within the enterprise 2, there is no specialized investigation organization within the enterprise, but some professionals from relevant departments undertake the investigation work of the enterprise 3, temporary investigation team 1, investigation organizations of government departments at all levels (National Bureau of Statistics, the largest market investigation organization of government departments in China) 2. Investigation institutions affiliated to news organizations, universities and research institutions. Reuters, England, which started from information, has set up many branches and reporter stations all over the world, and now it has become the largest provider of economic news in the world, and the income from economic information has become the main source of the agency. 3. Professional market research institutions (Europe 2500, USA 1000, China 500-600, scale 50, Beijing, Shanghai and Guangzhou) Market information network is a new form of modern market research, and can also be regarded as a new specialized market research institution. Market information network can be divided into macro market information network and micro market information network.
Since 1980s, China has gradually established various economic information networks, among which the following forms have great influence: 2. How to use market research institutions? When an enterprise lacks necessary market research institutions or feels unable to effectively implement market research, it can consider using professional market research institutions outside the enterprise to complete the investigation task, such as entrusting advertising companies, consulting companies, information centers and other institutions to conduct market research. When an enterprise needs to entrust a professional market research organization to investigate, it is necessary to know itself and its partners carefully, so as to get twice the result with half the effort. When an enterprise entrusts an investigation agency to complete the investigation task, it must first make clear the following points: First, what kind of investigation activities it hopes the investigation agency will provide. At present, the activities of market research institutions are increasingly extensive, including determining market characteristics, measuring market potential, market share analysis, enterprise trend analysis, competitive product research, price survey, short-term prediction and so on. Second, should we provide comprehensive services or some special or specific services? Third, long-term cooperation or short-term cooperation. Fourth, do you want them to provide some extra services? Fifth, what are the requirements for the investigation time? Deadline for submission of investigation report. Sixth, what is the survey budget? Seven, the information is exclusively owned by the enterprise, or with the investigation agency * * *. Third, market investigators Market investigators are the main body of investigation work, and their quantity and quality directly affect the results of market research. Therefore, market research institutions must be equipped with a certain number of high-quality staff according to the size of the investigation workload and the difficulty of the investigation work. Post setting research projects should be completed by specialized personnel. Broadly speaking, market researchers should include the person in charge of the research project, the person in charge of implementation, the investigation supervisor and the investigators. Task evaluation, a task evaluation method, combines teacher evaluation, student evaluation and teacher-student evaluation. After this task is completed, teachers and students should jointly evaluate the completion of each group. Eight. Sum up nine. Homework after class 1. Having a strong sense of social responsibility and dedication to studying and reviewing CIS theory after class; Have high professional ethics, seek truth from facts and be impartial in work; Careful and meticulous work; Have innovative spirit; Modest and prudent, approachable. Extensive theoretical knowledge and strong professional ability. The specific implementers of the investigation work are serious and responsible, experienced in visiting and familiar with the investigation technology. Inspection and supervision in the implementation process and inspection and acceptance of implementation results, investigation and supervision, rich work experience and strong organizational and operational ability. Deeply understand the purpose, purpose and specific implementation requirements of the investigation and research project, be responsible for the formation and management of the supervision team, the selection and training of investigators, and the management, supervision and evaluation in the specific implementation process. The executive director has strong communication skills and legal concepts, and is familiar with the working characteristics, requirements and relevant regulations of the industry. Management of the whole project, coordination of all aspects, quality requirements of project supervisor, responsibilities, post items, preparation stage of market research work, knowledge learning objective: 1, understanding the types of market research institutions, and understanding the basic qualities that market research personnel should have. Professional ability goal: the ability to form a research team: social ability goal: team cooperation consciousness, innovation consciousness, task completion process, theoretical knowledge points in task evaluation service, task completion, subtasks, task arrangement, description of key and difficult tasks and task grouping. In order to make touching advertisements and achieve good advertising results, advertising companies should investigate the market environment and consumers. Most advertising companies have set up investigation departments, which often undertake a lot of advertising production and market research. The investigation department of an advertising company is generally composed of senior experts and scholars and people with rich practical experience, who diagnose enterprises and units and serve as consultants. When consulting for the client, such companies should also conduct market research and analyze the feasibility of their consulting objectives. Of course, they can also accept the entrustment, agency or participation in survey design and specific survey work of enterprises or units. Consulting companies and other companies specialize in collecting all kinds of market information. When the relevant units and enterprises need it, they can get the required information at any time as long as they pay a certain fee. At the same time, they also undertake various investigation commissions, covering a wide range and being comprehensive. The main functional professional company of comprehensive market research company takes China People's Bank as an example, and China People's Bank Information Network has established a bank economic information network by contacting branches all over the country. They have investigated and predicted the supply and marketing of many products in China many times and released information, which plays an important guiding role in commodity production and circulation. It takes the industry as the main body, extensively establishes information points to organize surveys, collect information and conduct comprehensive analysis. According to the different areas covered by this network, it can be divided into three categories: national, regional and enterprise. 1, Industry Market Information Network The national automobile information network collects and summarizes the production, supply and sales information of all kinds of automobiles in China, which provides a reliable basis for China's automobile industry to enter the market and make scientific decisions. It is product-oriented, widely organizes relevant units to participate and exchanges information with each other on a voluntary basis. 2. The product-oriented market information network business department is the bridge between production and consumption, and it is the quantity, variety and price of various commodities, as well as the opinions, reflections and markets of consumers.