市场调查作为营销活动的重要手段之一,在应用时可能存在很大风险。如能对风险加以认识、分析、评估,就能尽量避免或降低风险损失。 风险之一,市场调查计划可能不全面。计划不全面通常与预算有限、相关人员的经验不足有关,影响市场调查的全面性及其结论的可靠性。 可口可乐公司推出新配方是一个较著名的营销失误案例。 Market research as an important means of marketing activities, there may be great risk in the application. If the risk can be recognized, analyzed, assessed, we can try to avoid or reduce the risk of loss. One of the risks, the market research plan may not be comprehensive. Incomplete plans usually relate to limited budgets and lack of experience of relevant personnel, affecting the comprehensiveness of market surveys and the reliability of their conclusions. Coca-Cola introduced a new formula is a more famous example of marketing mistakes.