30+mba-第28部分
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engines； both general and specialist； available on drop…down menus；
listed by category。
。 Euro Info Centres （euro…info。uk） is a network of 250 centres
across Europe providing local access to a range of specialist information
and advisory services to help business owners expand。 Their services
include advice on funding as well as help with market information
through their network contacts and specialist information services。
。 Kelly’s （kellysearch。uk） lists information on 200；000 product
and service categories across 200 countries。 Business contact details；
basic product and service details and online catalogues are provided。
Marketing 115
。 Key Note Ltd （keynote。uk） has built a reputation as an expert
provider of market information； producing highly respected off…theshelf
publications that cover a prehensive range of market sectors；
from mercial and industrial to service and consumer titles。 Its report
gallery has a listing of literally hundreds of reports covering everything
from Activity Holidays to Women’s Magazines。 The executive summary；
a generous 1；000 words plus a full index； is available free on
every report； which should make it clear if the report is worth buying；
or worth a trip to a major reference library that may well have a copy to
view。 Reports are priced from around ￡300 upwards； with most in the
￡500 to ￡700 range。
。 Kompass （kompass） claims to have details of 1。6 million UK
panies； 23 million key product and service references； 3。2 million
executive names； 744；000 trade and brand names and 50；000 Kompass
classification codes in its UK directory。 It also creates directory information
in over 70 countries。 Its website has a free access area that
users may access without registration。
。 LexisNexis （lexis…nexis） has literally dozens of databases
covering every sector you can think of； but most useful for researching
petitors is pany Analyser； which creates prehensive pany
reports drawn from 36 separate sources； with up to 250 documents
per source providing access to accurate information about a pany。
。 Mintel （mintel） publishes over 400 reports every year examining
every conceivable consumer market。 Reports cost several
hundred pounds； but you can view the introduction and main headings。
Most are available free in business libraries。 Mintel also offers a number
of reports on the US and European markets。
。 National Statistics （statistics。gov。uk） contains a vast range of
official UK statistics and information about statistics； which can be
accessed and downloaded free。 There are 13 separate themes。 Each
one deals with a distinct and easily recognizable area of national life。
So； whether you are looking to access the very latest statistics on the
UK’s economy； or research and survey information released by the
government； or want to study popular trends and facts； click on one of
these themes and explore！
。 Online Newspapers （onlinenewspapers）。 Newspapers and
magazines are a source of considerable information on panies；
markets and products in that sphere of interest。 Virtually every online
newspaper in the world is listed here。 You can search straight from
the homepage； either by continent or country。 You can also find the 50
most popular online newspapers from a link in the top centre of the
homepage。 There is also a separate site for online magazines （
onlinenewspapers/SiteMap/magazines…sitemap。htm）。
116 The Thirty…Day MBA
。 Research and Markets （researchandmarkets。uk） is a onestop
shop that holds nearly 400；000 market research reports listed in
a hundred or so categories and across over 70 countries。 Reports are
priced from �20 upwards。
。 The Wholesaler UK （thewholesaler。uk） is a directory for a wide
range of products。 It is intended for businesses looking for additional
suppliers but as such provides a valuable first si。。 to see who is the
market。
。 Thomas Global Register （thomasglobal） is an online directory
in 11 languages with details of over 700；000 suppliers in 28 countries。 It
can be searched by industry sub…sector or name either for the world or
by country。
。 World Market Research Associations （mrweb）； while not
quite the world； does have web addresses for over 65 national market
research associations and a hundred or so other bodies such as the
Mystery Shopping Providers Association； which in turn has over 150
members； panies worldwide。
Using the internet
The internet is a rich source of market data； much of it free and immediately
available。 But you can’t always be certain that the information is reliable or
free of bias； as it can be difficult if not impossible to always work out who
exactly is providing it。 That being said； you can get some valuable pointers
as to whether or not what you plan to sell has a market； how big that market
is and who else trades in that space。 The following sources should be your
starting point：
。 Google Trends （google。uk 》 Labs 》 Google Trends） provides a
snapshot on what the world is most interested in at any one moment。 For
example； if you are thinking of starting a bookkeeping service； entering
that into the search pane produces a snazzy graph showing how interest
measured by the number of searches is growing （or contracting） since
January 2004 when they started collecting the data。 You can also see
that South Africa has the greatest interest and the Netherlands the
lowest。 You can tweak the graph to show seasonality； thus showing that
Croydon registers the greatest interest in the UK overall and ‘demand’
peaks in September and bo。。oms out in November。
。 Google News （google）； which you can tap into by selecting
‘News’ on the horizontal menu at the top of the page under the Google
banner。 Here you will find links to any newspaper article anywhere in
the world covering a particular topic over the past decade or so listed by
year。 Asking for information on baby clothes will reveal recent articles
Marketing 117
on how much the average family spends on baby clothes； the launch of
a thri。。 store specializing in second…hand baby clothes and the launch of
an Organic baby clothes catalogue。
。 Microso。。 （h。。p：//adlab。microso。。） is testing a product that can give
you masses of data on market demographics （age； sex； ine etc）；
purchase intentions and a search funnel tool that helps you understand
how your market searches the internet。 Using the demographics tool；
you can find that 76％ of people showing an interest in baby clothes are
female and surprisingly 24％ are male。 The peak age group is the 25–34…
year…olds and the lowest is the under…18s followed by the over…50s。
。 Inventory Overture （h。。p：//inventory。overture/d/searchinventory/
suggestion/） is a search tool showing how many people searched Yahoo
for a particular item。 So； for example； while 10；837 looked for either
baby or baby and toddler clothing； only 927 searched for organic baby
clothing； 167 for used baby clothing and 141 for cheap baby clothing：
facts that give useful pointers as to the likely price sensitivity in this
market。
。 Blogs are sites where people； informed and ignorant； converse about
a particular topic。 The information on blogs is more straw in the wind
than fact。 Globe of Blogs （globeo。。logs）； launched in 2002；
claims to be the first prehensive world weblog directory； which
links up to over 58；100 blogs； searchable by country； topic and just
about any other criteria you care to name。 Google （h。。p：//blogsearch。
google） is also a search engine to the world’s blogs。
。 Trade Association Forum （taforum 》 Directories 》 Association
Directory） is the directory of Trade Associations on whose websites are
links to industry…relevant online research sources。 For example； you
will find The Baby Products Association listed； at whose website you
can find details of the 238 panies operating in the sector； including
their contact details。
。 The Internet Public Library （ipl） is run by a consortium of
US universities whose aim is to provide internet users help with finding
information online。 There are extensive sections on business；
puters； education； leisure and health。
。 Find Articles （findarticles） aims to provide credible；
freely available information you can trust。 It has over 10 million articles
from thousands of resources； archived dating back to 1984； on its website。
You can see a summary of all articles and most are free； though in
some cases you may need a modest subscription； rarely more than a
few pounds。 You can restrict your search to those articles that are free
by selecting ‘free articles only’ from the right…hand pull…down menu。
118 The Thirty…Day MBA
Field research
Most fieldwork carried out consists of interviews； with the interviewer
pu。。ing questions to a respondent。 The more popular forms of interview
are currently：
。 personal （face…to…face） interview： 45％ （especially for the consumer
markets）；
。 telephone； e…mail and web surveys： 42％ （especially for surveying
panies）；
。 post： 6％ （especially for industrial markets）；
。 test and discussion group： 7％。
Personal interviews； web surveys and postal surveys are clearly less expensive
than ge。。ing together panels of interested parties or using expensive
telephone time。 Telephone interviewing requires a very positive a。。itude；
courtesy； an ability not to talk too quickly； and listening while sticking to
a rigid questionnaire。 Low response rates on postal services （less than 10
per cent is normal） can be improved by acpanying le。。ers explaining
the questionnaire’s purpose and why respondents should reply； by offering
rewards for pleted questionnaires （small gi。。）； by sending reminder
le。。ers and； of course； by providing pre…paid reply envelopes。 Personally
addressed e…mail questionnaires have secured higher response rates – as
high as 10–15 per cent – as recipients have a greater tendency to read and
respond to e…mail received in their private e…mail boxes。 However； unsolicited
e…mails （‘spam’） can cause vehement reactions： the key to success is
the same as with postal surveys – the mailing should feature an explanatory
le。。er and inc
