I. Collection of internal data
The collection of internal data is mainly to collect the records of various activities of the respondents, mainly including the following four types:
1. Business information, including all kinds of information related to the activities of the respondents, such as purchase orders, purchase orders, delivery orders, contract texts, invoices, sales records, salesman's visit reports, etc. Through the understanding and analysis of these materials, we can grasp the supply of goods produced and operated by our company, as well as the changes in the needs of various regions and users.
2. Statistical data, mainly including various statistical reports, enterprise production, sales, inventory and other data, and various statistical analysis data. Enterprise statistical data is an important quantitative basis for studying the quantitative characteristics and laws of enterprise business activities, and it is also the basis for enterprises to make predictions and decisions.
3. Financial information refers to all kinds of financial, accounting and analytical information provided by the financial department of an enterprise, including production costs, sales costs, various commodity prices and operating profits. Financial data reflect the occupation and consumption of living labor and materialized labor and the economic benefits obtained. Through the study of these data, we can determine the development background of enterprises and evaluate their economic benefits.
4. Other materials accumulated by the enterprise, such as newspaper clippings, various research reports, experience summary, customer opinions and suggestions, peer files and related photos and videos. These data have certain reference function for market research.
Second, the collection of external information
For external information, it can be collected from the following main channels:
1. Relevant information released by statistical departments and government departments. The National Bureau of Statistics and local statistical bureaus regularly publish statistical bulletins and other information, and regularly publish various statistical yearbooks, including population, national income, purchasing power level of residents, etc.
These are authoritative and valuable information. In addition, the Planning Commission, finance, industry and commerce, taxation, banking and other competent departments and functional departments have also set up various investigation agencies to regularly or irregularly publish relevant policies and regulations, prices and market supply and demand information. This information has the characteristics of strong comprehensiveness and wide radiation.
2. Information provided by various economic information centers, professional information consulting institutions, various industry associations and federations and relevant industry intelligence. These institutions have complete information systems and high information sensitivity. In order to meet the needs of various users, they usually provide information purchase, consultation, retrieval and orientation services, which are important sources of information.
3. Documents provided by relevant books, newspapers and magazines at home and abroad, including various statistical data, advertising materials, market conditions and various forecast materials.
4. Relevant information provided by local radio and television stations, such as commodity catalogues, advertising brochures, patent information and commodity price lists provided by relevant production and operation institutions. In recent years, radio stations and TV stations all over the country have successively set up various special programs to meet the needs of the development of the situation.
5. International information provided by various international organizations, societies, foreign embassies and chambers of commerce.
6. Documents distributed at various exhibitions, fairs, fairs, ordering fairs and other promotion meetings at home and abroad, as well as professional and academic experience exchange meetings.
Third, the collection of Internet information.
Internet, a network connecting computers all over the world, is the latest tool to obtain information. For any investigation, the Internet is the most important source of information. There are more original electronic information on the internet than any other form of information, and there are many contents in these electronic information that need to be investigated.
Internet is characterized by convenient access, fast query speed, large data capacity and convenient connection with other resources. On the Internet, whatever you are looking for, as long as there is something online, you can get it right away.
Extended data
The characteristics and functions of copywriting investigation determine that investigators should meet the following requirements when conducting copywriting investigation:
1, extensive, copywriting investigation must be thorough when collecting existing information, and it is necessary to collect a lot of valuable information from all sides through various information channels and opportunities. Generally speaking, there must be both macro data and micro data; There must be both historical data and realistic data; There should be both comprehensive data and typical data.
2. Targeted, focus on collecting information closely related to the survey topic, and be good at extracting, sorting, transmitting and selecting general information in order to obtain valuable information.
3, timeliness, we should consider whether the time to collect data can meet the needs of the investigation. With the acceleration of knowledge updating, the pace of investigation activities is getting faster and faster, and the time for applying information is getting shorter and shorter. Therefore, only the information that reflects the latest situation is the most valuable information.
4. continuity. Pay attention to whether the collected data is continuous in time. Only continuous data can be conducive to dynamic comparison and grasp the characteristics and laws of things' development and change.
Baidu Encyclopedia-Copy Investigation Method