How to get data by telephone survey?

This paper will talk about the acquisition of sales data through three steps of telephone survey: face, line and point. First look at the overall situation, accurately grasp the fundamentals, and analyze it with a drug project case of sodium aescinate. By mastering the product knowledge and industry status related to the project, we can cut into the related industries involved in the product. After 2-3 days of collecting and sorting out the industry information, we have basically grasped the industry situation: 1, and the products in the project are traditional Chinese medicine extracts, varieties supported by national policies, and drugs used within the scope of medical insurance; 2. The products of the target research company belong to the original patented products, and are priced separately in the National Development and Reform Commission, which is a reference experiment when formulating national standards for similar products; 3. There are no fewer than 20 domestic manufacturers of similar products, and the product specifications include freeze-dried powder, oral preparation and liniment; 4. Freeze-dried powder accounts for 70-80%, and there are two main specifications of freeze-dried powder: 5mg, 10mg. 5. The market size of this kind of products is about10.50 billion yuan, which is a key domestic market area; 6. The relationship between sales scale and market position of some key enterprises. Sources and channels of information can be found through the Internet. Some domestic medical research institutes, associations and research departments of well-known hospitals have published some research reports on the sodium aescinate industry online. From this analysis, this product should be popular, and it is assumed that the target company is very important, which may affect the formulation of industry standards. Due to the preparation and analysis of some key industry information, it paved the way for further work. In the name of students from management colleges of colleges and universities with different names, intelligence personnel called several medical research institutes to inquire about the market development trend, doctors' medication habits, domestic market scale, market capacity in different regions and so on. Many related key questions are answered by experts, which is of great reference value. Trade associations are also a very important information channel, and the official data of major benchmark enterprises in the industry are often held here. In the process of telephone consultation, team members always communicate with each other in a humble, studious and respectful tone. Due to the harmonious atmosphere control, the sales scale of key enterprises in the industry is also partially revealed through this channel. Although it is a piece of information, it often becomes an important basis for determining the sales caliber. The information collected from trade associations and drug research institutes is often one-sided and isolated, which often causes obstacles in intelligence judgment, which requires more third-party data support. Through telephone consultation with well-known domestic drug distributors or well-informed people engaged in sales in the industry, a data closer to the truth naturally appears under the comparison of multiple data. The first step is the core achievement of intelligence work: the determination of product industry scale. Second, the route determines the market share and market competitiveness of each substitute brand product from high to low. It is easier to understand the position relationship and market competition pattern of major brands than the first step, because each manufacturer always has the position of business representative or medical representative in the market. As regional agents, intelligence personnel can have many telephone exchanges and consultations with the headquarters of several major manufacturers, and get a general understanding of the sales scale, market share, product specifications, prices and market input of different manufacturers. In this link, the information to be collected is relatively clear. Data information refers to the sales data of various enterprises, and attribute information refers to the source of product specifications, price positioning and market core competitiveness of these manufacturers. Due to sufficient investment, the corresponding expected goals have been basically achieved. Third, focus on the target, return to the theme Through the information collection work in the first two steps, the intellectual consultant has formed a certain conclusion and depth on the industries involved in the project products, laying a foundation for further shortening the industrial distance. Taking the drug project in this paper as an example, we must finally lock in a brand in the industry and fully understand its sales in various provinces across the country, which is the target focus; All the work done before is to finally solve the sales data of the target company, which is the theme of the return. Through telephone interviews, the market size of some regions and the market share order of major brands were obtained. This step only needs to be targeted at one respondent. Usually, the sales department of the headquarters, the marketing department and the business managers of various provinces and regions are the key information output points. Calling the two main departments of the headquarters in the name of the agent can always get some data reflecting the national sales situation. Since some data have been obtained before, the sales data obtained from the headquarters can be verified with these data. Take the drug project as an example, there are three points to note here: 1. Make full use of the market information that has been mastered, and urge the market personnel to output more authentic and credible information. 2. The number of telephones should be large and the coverage should be complete. 3. Basic lessons should be solid: If we completely give up the first two steps of this paper and go straight to the third stage, even a very skilled intelligence consultant will not have a smooth job. Conclusion Analysis advantages: The telephone survey to collect sales data has the advantages of high efficiency and low cost. Telephone interview has become a basic routine tool for intelligence personnel, which is almost not limited by time and space; In addition, due to the limited experience and knowledge accumulated by some new investigators, it is easier to make a fool of yourself by visiting face to face, and telephone survey just makes up for this shortcoming. If some data with low accuracy are collected separately, the project cost will be greatly reduced without in-depth field investigation.