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虚假的消费者研究误导人们费时、费钱,现在是时候揭露这一真相了,是时候作出基于真正理解人们如何想、如何做的洞察了。在短短半个世纪中,市场调查异军突起。在美国,市场调查的市场价值超过110亿美元;英国每年花在市场调查方面的费用超过13亿英镑,仅英国卫生部进行的一个调查研究项目,就花费了1100万英镑。各种企业一直被市场调查提供的统计数据和表面上一致的答案所诱骗。用来汇总数据的那些精致的、经过科学验证的统计工具,为我们消除疑虑提供了强而有力的保证;毕竟,几乎没有什么比数据更可靠了。当你经过多次运算得出了一个数据,当小组成员在深度访谈中得出了一个明确结论,似乎市场调查已经找到了真相。但如果汇总的答案是不可靠的,那么用来分析这些数据的统计置信度就无关紧要了。
False consumer research that misleads people into time-consuming and expensive is the time to uncover the truth and it’s time to make insight based on truly understanding how people think and how they do it. In just half a century, market research has sprung up. Market research in the United States has a market value of more than $ 11 billion; the United Kingdom spends more than £ 1.3 billion per year on market research and £ 11 million for a survey conducted by the UK Department of Health alone. Various businesses have been lured by statistics and seemingly consistent answers from market research. The elaborate, scientifically proven statistical tools used to compile the data provide us with a strong guarantee that we can dispel doubts; after all, there is little that is more reliable than the data. When you come through a number of calculations to arrive at a data, when panelists come to a clear conclusion in the in-depth interview, it seems that market research has found the truth. But if the pooled answers are not reliable, then the statistical confidence used to analyze the data does not matter.