Umgangatho woyilo lophando luxhomekeke kumgangatho wolwazi olukhoyo kwisinqumo sokwenza izigqibo. Nangona oku kucaca xa kuqwalaselwa, amanyathelo okuqinisekisa ukuba ulwazi olulungafumaneka luhlala lukhutshwe ngaphandle kwinqanaba lokukhangela kwiprojekthi yophando. Abachaphazelekayo bangaphakathi bangabangela uxinzelelo olunzulu kubaphandi beemarike ukuba baqalise iphrojekthi.
Kwababini abachaphazelekayo bangaphandle nabangaphakathi banokholo lokuba bayazi ukuba uphando lufanele lugxininise, njani ukuba uphando luqhutywe ngayo, kwaye ngokuqhelekileyo luya kuba neenketho ezinzulu malunga nophando oluthile okanye uphando olulinganiselayo kwingxaki yocwaningo lwemarike.
Xa uthuli luhlala kwintlalo yokuqala yokuqalisa iphrojekthi yecandelo lophando, ukuphunyezwa ngokuphumelelayo kuxhomekeka ngokubanzi malunga nendlela abantu abanokusebenzisana ngayo, iqondo lokuzimela liqela eliphando liye laqalisa, inqanaba lokuthembeka lithathwa kwiqela lophando, kwaye amandla leqela ukuba lidibanise ulwazi lwekhwalithi ngexesha elifanelekileyo.
Ngaphambi kokuphunyezwa kwiprojekthi yophando, kunjalo, abaphandi beemarike kufuneka baqulunqe isicwangciso seqhinga lokukhula.
Amanyathelo okuqala ekuphuhliseni isicwangciso secandelo:
- Misela inkcazo ecacileyo yenkomngeni yenkalo okanye ingxaki.
- Ukuchonga iindlela ezongezelelweyo zokuphanda umngeni wecandelo.
- Khetha indlela ephandle yophando yeengxaki zengxenye.
Ukuchazwa kwengxaki yenkalo yenye yeyona nyathelo elibalulekileyo ekuphuhlisweni kwesicwangciso seqhinga eliphumelelayo, kodwa yile nyathelo enokuthi ingayinakunyuswa. Njengoko naluphi na icebo lophando, le ngongoma yokuqala apho iindawo zokucinga ziphuhliswa ngayo. Umngeni weqela lophando lweemarike kule nyathelo lokuqala kukuchonga iziseko zengxenye kunye neenkcukacha ezichaziweyo. Akukho nanye isiseko esona sisona saso sokhetho. Iziseko ezihlukeneyo zingasetyenziselwa iinjongo zophando ezahlukeneyo kunye neengxaki zengxaki zokuphuhlisa imveliso (I-Wind & Thomas, 1994).
Nazi ezinye zeempawu zeendlela kunye nokwahlukana kwazo:
- IiNkonzo zoMthengi: Ukuphuhliswa kwemveliso emitsha - Ukuqulunqa iimveliso ezithile
- IiNzuzo zoMthengi: Ukubeka nokubeka kwakhona
- Umthengi wexabiso Intengo yobuzwe: - Umda, imiqathango yentengiso, utshintsho lwexabiso elidlulileyo
- Ukusetyenziswa koMthengi: - Ukhululekile, ulinganise, ulula, angabasebenzisi
Ukuqwalaselwa ngokukodwa kweMarike kubalulekile kwiSicwangciso seNxalenye
Kuqhelekile ukuba ube nesiseko sokwakheka kwesinye kwisigaba sokudlala kwisicwangciso sokunikezelwa kwesigaba. Ukongeza kokuqwalasela indlela eziza kusetshenziselwa ngayo iziphumo (umzekelo, intengo, ukubeka indawo, ukuphuhliswa kwemveliso emitsha, njl.), Iqela lophando lweemarike kufuneka liqwalasele ezinye iimicimbi ezithile zemarike.
Imiba emininzi yemarike ixoxwa ngezantsi.
Into ebaluleke kakhulu yinto enamandla ngayo yonke iimarike. Olu tshintshayo luphezulu kwiluhlu lwabaphandi beemarike ekubeni iprojekthi yezoqoqosho iyakwenza ukuthatha izigqibo ngokusekelwe kwidata elidala. Le nto ihlala iyimingcipheko ejongene nabaphandi beemarike: Izigqibo ezikhoyo malunga nokuhlelwa kwamacandelo zisekelwe kwidatha edlulileyo kunye nokuphunyezwa kwangaphambili.
Esi sizathu esona sizathu sokuba ikhompyutheni yecomputer ixabiseke kakhulu kwi-market research. Ukuqaliswa kwamathuba okubakho kwisigqibo sokwenza izigqibo kunokunyusa umgangatho kunye nokukhawuleza kweeseti zolwazi ezisetyenziselwa ukuphuhlisa isicwangciso seqhinga.
Uphando lwenkqubo luquka inqanaba eliphezulu lokungaqiniseki kunye nomngcipheko ochaphazelekayo. Ubume boluphando lwezentlalo luyi-deterministic kunokuba ihlolisiswe. Iziphumo zophando lwezentlupheko zijoliswe ukuba zisetyenziswe kwizigqibo ezikhoyo, kwizigaba ezahlukahlukeneyo, ezingenakunyaniseki-okanye zibuyiswe kuphela ngeendleko ezithile.
Indawo yokukhuphisana, ukuchithwa kwabathengi kunye nezoqoqosho zentengiso-phakathi kwezinye iimeko-zinokutshintsha kakhulu iimarike (njengoko kuchazwe ngasentla), okubangele umngcipheko ophezulu kubathengisi, abathengisi kunye nabanye ababandakanyekayo ekuhanjisweni kwemveliso kunye neenkonzo.
Izicwangciso zentsebenziswano zixhomekeke kwiqhinga loshishino kunye nezicwangciso zokuthengisa zoshishini. Uphando lwenkqubo alukwazi ukuqhutywa ngendlela ekhethiweyo, kodwa kufuneka ukuba idibaniswe nezinye izigqibo zoshishino kunye nezentengiso esele zenziwe. Enyanisweni, isicwangciso soqhagamshelwano kufuneka sibe nokukwazi ukutshintsha kunye nokutshintshwa kwenkqubo yokuthengisa kunye nezoshishino.
Ngenxa yoko, abaphandi beemakethe bangagxininisa ukuba isicwangciso sokwahlukaniswa kwenkqubo sifakwe kwisicwangciso soshishino esizayo kunye neemodeli zeemodeli, ngokukodwa xa ulwabiwo lwezibonelelo luyinto. Le ngcamango igxininiswe kwimimiselo yokuvula yale nqaku ejongana nokubaluleka komgangatho kunye nokukhawuleza kwedatha, kwaye ukuba zombini ezo zinto zihambelana nokunikezelwa kwezibonelelo.
Imithombo:
Peters, T; J. noWaterman, uRH, Jr. (1982). Ukukhangela Ukugqwesa: Izifundo Ezivela Kwiinkampani Ezihamba phambili zeMelika. ENew York, NY: Harper & Row.
Umoya, uY. noTomas, uRJ (1994). Ukutyunjwa kweemarike zoshishino. Ukuphucula kwiNtengiso kunye noThengwa, 6, 59-82. ISBN 1-5538-735-1