Purpose of 1. Market Research

The purpose of market research is to understand the current situation and trends of the market, to discover market needs and opportunities, to assess the competitiveness and potential of the market, and to provide basis and suggestions for the strategy and decision-making of the enterprise.

The purpose of market research should be determined according to the specific situation and needs of the enterprise, and cannot be generalized or vague. The purpose of market research should be clear, specific, quantifiable, and operable, otherwise it will lead to unclear direction and focus of market research, waste time and resources, and reduce the efficiency and quality of market research.

For example, an emerging e-commerce platform wants to conduct market research. If it simply says "understand the market", then this purpose is too broad and vague, which is not conducive to the design and implementation of market research. A better purpose is to "understand the size, growth rate, user characteristics, consumer behavior, competitive landscape, market opportunities and risks of the target market", so that the scope and content of market research can be clarified, and appropriate methods and data can be selected to improve the effectiveness and value of market research.

2. the object of market research

The object of market research refers to the main market participants of market research, including consumers, competitors, partners, suppliers, distributors, governments, industry associations, etc. The object of market research should be determined according to the purpose of market research and the strategy of the enterprise. We should not omit or ignore any factors that may affect the market, nor blindly or excessively pay attention to a certain market participant. We should maintain the comprehensiveness and balance of market research.

The determination of the object of market research should be based on the actual situation and data of the market, not on subjective assumptions or judgments. The object of market research should be representative, influential and comparable, otherwise it will lead to distortion or bias in the results of market research, affecting the accuracy and credibility of market research.

For example, a FMCG company wants to conduct market research. If it only pays attention to its existing consumers, then this object is too limited and one-sided, ignoring the influence of potential consumers, competitors, distributors and other market participants., Can not fully understand the market needs and opportunities. A better target is "existing consumers, potential consumers, competitors, distributors, industry associations", so that the current situation and trends of the market can be analyzed from multiple angles and levels, and the depth and breadth of market research can be improved.

Scope of 3. market research

The scope of market research refers to the geographical, time, industry, product and other dimensions of the market covered by market research. The scope of market research should be determined according to the purpose and object of market research, not too narrow or too broad, to maintain a moderate and reasonable market research.

The scope of market research should be based on the feasibility and accessibility of the market, not on the ideality or expectation of the market. The scope of market research should be operable, comparable and scalable, otherwise it will lead to the difficulty and cost of market research, or the results of market research can not be applied or promoted, affecting the effect and value of market research.

For example, if an automobile manufacturer wants to conduct market research, if it only focuses on its own local market, then the scope is too narrow and conservative, ignoring the competition and opportunities in the international market, and cannot effectively formulate global strategies and decisions. A better scope is "Chinese market, American market, European market, Japanese market, Indian market", so that the characteristics and differences of different markets can be compared, the advantages and disadvantages of the market can be found, and the reference and inspiration of market research can be improved.

4. methods of market research

The method of market research refers to the way and technique of collecting and processing data in market research, including qualitative and quantitative methods. The method of market research should be determined according to the purpose, object and scope of market research. A certain method cannot be used singly or arbitrarily. A variety of methods should be used comprehensively according to the content and requirements of market research to maintain the scientificity and effectiveness of market research.

The choice of market research methods should be based on the reliability and verifiability of the market, not on the ease or convenience of the market. The method of market research should be applicable, compatible and innovative, otherwise it will lead to low data quality and analysis level of market research, which will affect the reliability and validity of market research.

For example, if a restaurant chain wants to conduct market research, if it only uses the questionnaire survey method, then this method is too single and superficial, and cannot deeply understand the needs and satisfaction of consumers, nor can it effectively evaluate the advantages and disadvantages of competitors. A better method is "questionnaire survey, interview, observation, experiment, literature analysis", so that data can be collected and processed from multiple angles and levels to improve the comprehensiveness and accuracy of market research.

5. market research data

Market research data refers to the information and figures collected and analyzed by market research, including first-hand data and second-hand data. The data of market research should be determined according to the purpose, object, scope and method of market research. A certain kind of data should not be used arbitrarily or blindly. A variety of data should be used comprehensively according to the content and requirements of market research to maintain the objectivity and effectiveness of market research.

The choice of data for market research should be based on the authenticity and timeliness of the market, not on the cheapness or accessibility of the market. The data of market research should be of quality, relevance and completeness, otherwise the results of market research will be inaccurate or unreliable, which will affect the credibility and availability of market research.

For example, if a clothing brand company wants to conduct market research, if it only uses online search data, then this data is too outdated and incomplete, cannot reflect the latest developments and changes in the market, and cannot cover all aspects and levels of the market. A better data is "online search data, self-designed questionnaire data, competitors' public reports data, industry association statistics", so that data can be obtained from multiple sources and channels to improve the authenticity and timeliness of market research.

Analysis of 6. market research

The analysis of market research refers to the process and method of collating and interpreting the collected data, including descriptive analysis, correlation analysis, causal analysis, etc. The analysis of market research should be determined according to the purpose, object, scope, method and data of market research. It should not be analyzed simply or arbitrarily. It should be analyzed systematically according to the content and requirements of market research to maintain the logic and effectiveness of market research.

The choice of market research analysis should be based on the rationality and interpretability of the market, not on the complexity or difficulty of the market. The analysis of market research should be meaningful, based andConclusionOtherwise, the results of market research can not be understood or applied, affecting the value and effectiveness of market research.

For example, if a travel service company wants to conduct market research, if it is only a simple average and percentage calculation of the data, then the analysis is too rough and superficial to understand the needs and preferences of consumers in depth, nor can it effectively assess the opportunities and risks of the market. A better analysis is to "calculate the average and percentage of the data, analyze the correlation and regression of the data, analyze the clustering and classification of the data, and analyze the hypothesis test and variance of the data", so that it can be analyzed from multiple angles and levels to improve the depth and breadth of market research.

7. market research report

The market research report refers to the documents and forms of market research that summarize and present the results of the analysis, including text, charts, attachments, etc. The report of market research should be determined according to the purpose, object, scope, method, data and analysis of market research. It should not be reported arbitrarily or aimlessly. It should be reported in an orderly manner according to the content and requirements of market research to maintain the clarity and effectiveness of market research.

The choice of market research reports should be based on the readability and communicability of the market, not on the aesthetics or flamboyance of the market. The report of market research should be structured, focused and suggested, otherwise the results of market research can not be expressed or communicated, which will affect the influence and effect of market research.

For example, an education and training enterprise wants to conduct market research, if only the data and analysis results are piled together, then the report is too long and messy, can not highlight the purpose of market research andConclusionIt can not effectively convey the significance and value of market research. A better report is to "classify and segment the results of data and analysis according to the purpose and object of market research, use charts and attachments to assist and explain, and present market research."ConclusionAnd recommendations ", so that the process and results of market research can be clearly displayed, and the readability and communicability of market research can be improved.

Case analysis

In order to better demonstrate the practical value and effect of market research, this paper will be combined with the specific case of market research services provided by Shangpu Consulting Company for customers, a brief analysis and explanation.

Case 1: Market research for an electronics manufacturer

Customer needs: The customer is a professional manufacturer of electronic products, the main products include mobile phones, tablets, laptops, etc. Customers want to understand the needs and preferences of consumers in the Chinese market for electronic products, as well as the strategies and performance of competitors, and provide basis and suggestions for customer product development and market promotion.

Market research purpose: to understand the market size, growth rate, user characteristics, consumer behavior, competitive landscape, market opportunities and risks of electronic products in the Chinese market.

Market research objects: existing consumers, potential consumers, competitors, distributors, and industry associations of electronic products in the Chinese market.

Market research scope: the market of electronic products in the Chinese market, including mobile phones, tablets, laptops, etc., from 2019 to 2023.

Market research methods: use questionnaires, interviews, observations, literature analysis and other methods to collect first-hand and second-hand data.

Market research data: use online search data, self-designed questionnaire data, competitor's public report data, industry association statistics, etc., comprehensive use of a variety of data.

Market research analysis: systematic analysis using the calculation of averages and percentages, correlation and regression analysis, clustering and classification analysis, hypothesis testing and variance analysis.

Market research report: the use of text, charts, attachments and other forms, according to the purpose and object of market research classification and segmentation, put forward market research.Conclusionand recommendations.

Market research results: The results of market research show that the market size and growth rate of electronic products in the Chinese market are very high, user characteristics and consumer behavior are very diverse, and the competitive landscape and market opportunities and risks are very complex. Based on the results of market research, Champu Consulting has made the following recommendations for its clients:

Customers should develop and launch different electronic products according to different user groups to meet different needs and preferences and improve product differentiation and competitiveness.

Customers should use their own technological advantages and innovation capabilities to develop and launch higher-end and smarter electronic products to seize market opportunities and potential, and increase product added value and brand influence.

Customers should strengthen the monitoring and analysis of competitors, adjust their strategies and decisions in time to respond to market changes and challenges, and improve product adaptability and flexibility.

Customers should expand and optimize their own channels and networks, establish and maintain good cooperative relations, so as to improve the coverage and sales rate of products, and increase the market share and income of products.

Case 2: Conduct market research for a financial services institution

Customer needs: The customer is an institution that provides financial services, including loans, financial management, insurance and so on. Customers want to understand the needs and satisfaction of financial services in the U.S. market, as well as the strengths and weaknesses of competitors, and provide evidence and suggestions for customer service improvement and market expansion.

Market Research Purpose: To understand the market size, growth rate, user characteristics, consumer behavior, competitive landscape, market opportunities and risks of financial services in the U.S. market.

Market research objects: existing users, potential users, competitors, partners, regulators, industry associations of financial services in the US market.

Market research scope: The market for financial services in the U.S. market, including loans, wealth management, insurance, etc., from 2019 to 2023.

Market research methods: use questionnaires, interviews, observations, literature analysis and other methods to collect first-hand and second-hand data.

Market research data: use online search data, self-designed questionnaire data, competitor's public report data, regulatory agency's official data, industry association statistics, etc., to use a variety of data.

Market research analysis: systematic analysis using the calculation of averages and percentages, correlation and regression analysis, clustering and classification analysis, hypothesis testing and variance analysis.

Market research report: the use of text, charts, attachments and other forms, according to the purpose and object of market research classification and segmentation, put forward market research.Conclusionand recommendations.

Market research results: The results of market research show that the market size and growth rate of financial services in the U.S. market are stable, user characteristics and consumer behavior are mature, and the competitive landscape and market opportunities and risks are fierce. Based on the results of market research, Champu Consulting has made the following recommendations for its clients:

Customers should provide and optimize different financial services according to different user groups to meet different needs and expectations and improve service personalization and satisfaction.

Customers should use their professional knowledge and experience to provide and optimize safer and more efficient financial services to seize the opportunities and potential of the market and improve the trust and loyalty of the service.

Customers should strengthen the monitoring and analysis of competitors, and adjust their strategies and decisions in time to respond to market changes and challenges, and improve the competitiveness and advantages of services.

Customers should expand and optimize their own channels and networks, establish and maintain good cooperative relations, so as to improve the coverage and promotion rate of services, and increase the market share and income of services.