Although there are many ways to do market research,most businesses use one or more of five basic methods: surveys, focus groups,personal interviews and observation. The type of data you need and how much money you’re willing to spend will determine which techniques you choose for your business. 1.Surveys. With short and direct questionnaires (调查问卷), you can study a certain group who will probably be your future customers. The larger the group, the more exact your results will be. There are in-person, telephone, mail, and online surveys. 2. Focus groups.In focus groups, a researcher uses prepared questions or topics to lead a discussion among a group of people. Record the whole discussion and make sure you are not disturbed in the process. A focus group usually lasts one to two hours, and it needs at least three groups to get balanced results. 3 Personal interviews. Like focus groups, personal interviews include casual and open-ended questions. They usually last for about an hour and are usually recorded. The data provided by focus groups and personal interviews are more subjective (主观的) than that provided by surveys,so the results are not as accurate. However, focus groups and interviews give important ideas on customer attitudes. They are also excellent for finding issues related to new products or service development. 4. Observation. People’s responses to surveys and focus groups are sometimes different from their actual behavior.When you observe consumers’ action by recording them in stores, at work, or at home, you can observe how they buy or use a product. This gives you a more accurate picture of customers’ habits and shopping patterns. 1. Which of the following will determine the techniques you choose for your business? A. The type of data you need. B. The money you are willing to spend. C. How large the group you are going to study is. D.Both A and B. 2. According to the passage, ______ is not necessary in a market research. A. people’s job information B. a certain group C. short and direct questionnaires D. Recording equipment 3. Why are the results of focus groups and personal interviews not so accurate? A. Because they provide more subjective data. B. Because they need more people. C. Because people tell lies. D. Because they usually last one or two hours. 4. ______ can give you a more accurate picture of customers’ habits and shopping patterns. A. Surveys B. Personal interviews C. Focus groups D. Observation 5. According to the passage, which of the following can give the important ideas on customer attitudes? A. surveys B. focus groups and personal interviews C. surveys and personal interviews D. observation