с переводом MARKET RESEARCHMarket research is the process of systematically gathering, recording and analyzing data concerning a particular marketing problem.Thus, market research is used in specific situations to obtain information that isnot otherwise available to decision makers.There are 6 steps in doing marketing researches:1) to define problem2) to make preliminary investigations3) to plan research4) to gather factual information5) to interpret information6) to reach conclusionSurvey is a major form of research in the most developed countries. A survey isthe collection of data through use of a questionnaire. The researcher can conduct asurvey by mail, by telephone, or in person.To reach a large number of widely dispersed people, a mail survey can beeffective and time-consuming.The researcher can use telephone survey to get an immediate response. This isefficient way to contact a large group of people. Also, people are more apt to participatein a telephone survey because it seems easier than filling out forms.To discuss issues in-depth researches usually use personal surveys because theseenable the interviewer to probe for further information. This type of survey is suitable forcomplex and emotional issues. It also allows the interviewer to present visual informationsuch as a sample product or an advertisement. However personal interviews tend to bethe most expensive.Popular forms of personal surveys are mall intercepts, focus group interviewersand in-home services. A mall intercept is a personal survey in which the interviewerstands in a shopping center, stops consumers and asks them to participate. This ispresumably an effective way to find potential purchasers.A focus group interview is a personal interview of a small group of people inwhich the interviewer poses one-ended questions and encourages group interaction. In atypical focus group interview 6-12 people participate for 1 or 2 hours. The interview isusually typed so that it can be studied later. Focus groups are useful for identifying issuesto explore in follow-up studies. Researchers must be careful not to treat the opinions ofone or a few focus groups as being representative of the entire target market. The successof the focus group depends on the ability of the interviewer to encourage the discussionand the ability of the researchers to interpret results.In-home interviews are surveys in which the interviewer visits subjects at theirhomes. This kind of interviews gives researches a chance to learn a lot about consumers.In-time interviews are the least used type of survey.