Інформаційний маркетинг - Єжова Л.Ф.

4.3. Problems of information on the primary information

The important problem is the acquisition of the primary information - the return of the worthy, significant results. Достовірність отриманої інформації, її об'єктивність bagato in chomu viznachayutsya tochnіstyu і chіtkіstyu procedure zberannya іnformatsії. Vinyatkovo important problem in the procedure - maximum znizhenny mozlovisty pomolok when opituvanny.

Оскільки у більшості маркетивих вимірів задіяні people (respondents, Вимірники), then the pleasures of pardoning are the result of individual characteristics. Otzhe, potrebno vstanoviti zalizhnnost mizh doslidzhuvanimi grupami people that osoblivostami information, yak moge buti otrimana z pervim steps exactness dostovirnosti.

Whether yak rozroblyuvana procedure vimіrіv obov'yazkovo Got Booty natsіlena on potentsіynih respondentіv, oskіlki type of respondent viznachaє metodologіyu vimіryuvannya i type Informácie, yak Mauger Buti otrimana.

Inordinately with the characteristics of the respondent, you can visually gloss over the abduction of information (Figure 4.2):

  • Обмеженість пам'яті - пам'ять зберігає: нещодавні факти або або події; Those who are especially important; Those, zim sube'ect of the year (the information is inaccurate, ale corsna);
  • "Zipsovaniya phone" - wrong transfer of information and incorrectly tlumachenya: the process of marketing is to expand the warehouse from the high level of lacquer to the unincorporated multiplication of one and the same fact;
  • Meals on yak vіdpovіsti vazhko - Yakscho power sformulovane dosit foldable, power folding sama, Got osobistіsny character, th vіdpovіd on Demba not Mauger Buti accurate (such power slіd Unikat);
  • kompleksnі power i vіdpovіdі - Yakscho on the power Absent odnoznachnoї vіdpovіdі then tsіnnіst Informácie rіzko znizhuєtsya, Especially Yakscho opituyutsya groupies people, yakih dermal s opituvanih graє Vlasnyi his role in priynyattі rіshennya;
  • Untrue information, perebilshennya, nedootsinka.

Scheme of typical pardons pid hour of opytuvannya

Fig. 4.2. Scheme of typical pardons pid hour of opytuvannya

Yaksho potrybna as accurate as possible, then є three ways of clarification:

  • Засіб вимірів повинен містити спосіб оцінювання цієї exactly;
  • Koriguvannya інформації відповідно до відомого відхилення точності;
  • Perebachennya pevnogo vidhilennya u vidpovidyah on a specific diet and at zv'yazku zim rozoblennya vidpovidnih questionnaires.
Jherela's pardon

Vzagalі, іsnuє two dzherela pomilok: pomilka vimіryuvannya (vimіryuvannya not zovsіm of scho potrіbno - Person of Mauger skazati lie abo inaccurate vіdpovіsti for food) i pomilka vibіrki (vibіrka Mauger Buti neprezentativnoyu, tobto not vіdobrazhati tsіlovu Chastain population - not quiet Spital).

A pint of vibriks can be:

  • Structural - from the group of people the population does not accurately see the structure for wivechenia (on the list of lists);
  • Vipadkova - planned vibirka zі structuri (vipadkova) - is not representative;
  • " Bezmonivuyu " - to be used in the implementation of the admission of the bulletin during the hour of opytuvannya.

Theoretical otsnka vibirki vishcha for її real riven.

Precision ("correctness") in marketing vimirah mozhe bouti absolutely abo vidnosnosyu. Тільки у випадку контроованих критеріїв mozhna bouti absolutely vpeennenym at that, scho vimiryuyutsya those, scho potrybno. In the other vipadks you can be complacent in a unique way.

In marketingovyh vimiryah vikoristovuyutsya Uzvichieti termini - systematic pomilka absozov, scho, yak rule, it is wrong to tlumachitsya.

Zsuv - tse be-yak systematiznost rozhbizhnіst mіzh results vimiryugannya i disnimnym pitom, yaky stinks povinni represent. Відносний зсув можна мінімізувати за рахунок більш виважених support in questionnaires, їх послідовності, видів сами анкет.

Dostovirnist can predicted. Prognozovana dostovіrnіst - tse stupіn tochnostі (yak mozhna zavbachiti) of one abo yak dekіlka elementіv marketingovoї System (spozhivachі, competitors, wholesalers toscho) reaguvatimut on deyake rіshennya abo sukupnіst zahodіv. Mozhna sprobyvati pobivnyati vytimi vimiryuvannya z nіnim kontrolovanim kriterієm tsіl'novyi magnitudes, shobo viznachiti, yak zey criterie vlivatime on tsilovuyu value.

It is forecasted to be responsible for the follow-up of control experiments in the statistical statistical analysis, which will determine the extent of the crisis and the magnitude of the magnitude. For viznachennya tsієї zalezhnostі z dostovіnymu podnistyu neobhіdno v protsessy vimyryuvannya viklyuchi nekontrolovovany ta prihovani zsovi, and takozh know the right type of vibriks. Criteria, but can not be controlled, wielded by buttressed by the emblem of the emergency response to the criterion and magnitude.

Varto zaznachiti scho іnformatsіya, Pokey won dіyde to vischogo kerіvnitstva, Mauger Buti zneshkodzhena, spotvorena vikrivlena abo pid hour її otrimannya, committing, obrobki that zberіgannya, analіzu toscho.

Розуміння causes і nature of the tsikh пошкоджень дає змогу деякою мірою компенсувати негативний вплив їх на процес прийняття рішень.

For otrymannya dostovirnoy іnformatsії neobhіdo doderzhuvatysya such basic rules:

  • Досліджувана цільова аудиторія має бути chітко vіznachena; Вибірка має бути Representative (imagined);
  • Opytuvanni povinni volodіti znannni, mati dumku і manipuluvati with facts;
  • Opytuvannі povinni hoti і vmіti vіdpovіdati; Opituuvach is guilty precisely zrozumіti і zapisati vidpііd.

However, in practice conducted zbirnanya інформації shlіkom vibіrkіvіih досліджень додержаніння наведенених pardon vimog povyazane із сутєвимими трудщами.

For the management of the process, it is necessary to have a lot of nobility, while pomolki can be used in specific situations and situations.

Bagato in chomu uspіh lie in the preparation of the opituvacha, in the yogo prodomozhnosti rozjasniti metu opytuvannya ta vmіnnya viklikati іnteres up spіbrobytnіtvtva. For the cynicism of minds do not zavzhdi dotsilno korostustovatsya messengers nedosvidchenyh, nepidgotovleny neh vypadkovyh opituvachiv. It is necessary to know the problems of the profession, but to know the problem itself and the psychology of the pre-lengthening of the rink segment.

Okruim poboyuvannya ta neazhannya vidpovіdati, often opytuvannyi not mozhet dati properly corrected. Tse nevminnya mozhe bouti povyazanyane z pogottennim znannam pitannoe neo nevazhnnistyu respondent, pomolokami u formulyuvannyi pityah.

Often, pardon є naslidkom vizhennya vid individual opytuvacha, a kind of wiklikaya in opituvanoho abnot negative reaction, abo pocutta nyakovoosty. There are also ways for people who are involved in the yoga of the calligraphy, the manner of the girl, the uncorrectness , the impatience.