The copywriting investigation should focus on the purpose of the investigation and collect all available existing information. From general clues to special ones, this is the only way for every investigator to collect intelligence. When embarking on a formal investigation, the first type of information the investigator looks for is the type of information that provides him with a general overview, including basic characteristics, general structure, development trends, etc. As the investigation deepens, the selectivity and detail of the information will increase. More and more detailed, this principle is also suitable for research activities looking for specific facts.
1. Collection of internal information
The collection of internal information mainly involves collecting various records of the activities of the survey objects, which mainly include the following four types:
1. Business information includes various information related to the activities of the subject of investigation, such as order orders, purchase orders, delivery orders, contract texts, invoices, sales records, salesperson visit reports, etc. Through the understanding and analysis of these data, we can understand the supply situation of the goods produced and operated by the enterprise, as well as the changes in demand by region and user.
2． Statistical data mainly includes various statistical reports, corporate production, sales, inventory and other data, various statistical analysis data, etc. Corporate statistical data is an important quantitative basis for studying the quantitative characteristics and patterns of corporate operating activities, and is also the basis for corporate forecasting and decision-making.
3. Financial information refers to various financial, accounting and analytical information provided by the enterprise's financial department, including production costs, sales costs, various commodity prices and operating profits, etc. Financial data reflects the occupation and consumption of living labor and materialized labor of the enterprise and the economic benefits achieved. Through the study of these data, the development background of the enterprise can be determined and the economic benefits of the enterprise can be assessed.
4. Other information accumulated by the company, such as daily newspaper clippings, various research reports, experience summaries, customer opinions and suggestions, peer files, relevant photos and videos, etc. These materials all have a certain reference role in market research. For example, based on customer opinions on business operations, product quality and after-sales service, we can study how to improve it.
2. Collection of external data
For external data, it can be collected from the following main channels:
1. Relevant information published by statistical departments and government departments at all levels and types. The National Bureau of Statistics and local statistical bureaus regularly release statistical bulletins and other information, and regularly publish various statistical yearbooks, including population, national income, residents' purchasing power levels, etc., which are all very authoritative and valuable information. In addition, various competent and functional departments such as the Planning Commission, Finance, Industry and Commerce, Taxation, and Banking have also established various investigation agencies to publish information on relevant policies, regulations, prices, market supply and demand, etc. regularly or irregularly. This information has the characteristics of strong comprehensiveness and wide coverage.
2． Information and relevant industry intelligence provided by various economic information centers, professional information consulting agencies, various industry associations and federations. The information systems of these institutions have complete information and high information sensitivity. In order to meet the needs of various users, they usually also provide information purchasing, consultation, retrieval and orientation services, and are important sources for obtaining information.
3. Literature and information provided by relevant books, newspapers and magazines at home and abroad, including various statistical information, advertising information, market conditions and various forecast information, etc.
4. Product catalogs, advertising instructions, patent information, product price lists, etc. provided by relevant production and operating institutions. Relevant information provided by local radio and television stations. In recent years, radio and television stations across the country have successively launched various special programs to adapt to the needs of the development of the situation.
5. International information provided by various international organizations, academic groups, foreign embassies, and chambers of commerce.
6. Documents and materials distributed at various domestic and foreign expositions, trade fairs, trade fairs, order fairs and other promotional meetings as well as professional and academic experience exchange meetings.
3. Collection of Internet Data
The Internet is a network that connects computers around the world. It is the latest tool for obtaining information. For any investigation, the Internet is The most important source of information. There is more raw electronic information on the Internet than any other form of information, and a lot of this electronic information contains intelligence required for investigation.
The characteristics of the Internet are easy access, fast query speed, large data capacity, and convenient connection with other resources. On the Internet, what you are looking for is available immediately as long as it is available online. A bank manager urgently needs an article about a company published in a foreign newspaper that day, and asks a research company to find it for him. The investigation company checked the newspaper's webpage and not only found articles that can be downloaded for free, but also found more information about the company through the hypertext link on the website that links keywords in one document to keywords in other documents. information.
The development of the Internet has made it easier to collect information, thus greatly promoting the development of investigations. In the past, gathering the required intelligence required a lot of time and traveling to many places. Today, copy investigators have a wealth of information at their fingertips while sitting in front of their computers. They can find it by looking in the right places, and much of this valuable information is free. for example. Keeping abreast of changes in government regulations is an important part of the survey, and the full text of relevant laws and regulations can be obtained online. It is much easier to obtain these materials online than to search them in the library. If you want to know the specific details of some information, searching it in the library is inefficient. If you use a search engine to search and enter the keywords you need to search for, the computer will automatically help find it, and you can get the full text of the original document containing the article.