Market research refers to the process of providing a basis for market decision-making through the collection, collation, analysis and interpretation of market-related information.

Market research is an important means for industrial enterprises to carry out market analysis, formulate market strategies and evaluate market effects, and it is also a necessary condition for improving market competitiveness and adapting to market changes. The contents of market research include market environment, market demand, market supply, market competition, market opportunities, market risks, etc., and the objects involved include consumers, customers, competitors, channel providers, government, society and other stakeholders. The purpose of market research is to understand the current situation and trends of the market, identify market problems and opportunities, assess market potential and risks, formulate and adjust market goals and strategies, monitor and improve market activities and effects.

In order to ensure the quality and effect of market research, industrial enterprises should follow certain market research principles, including objectivity, accuracy, timeliness, comprehensiveness, economy and science. These principles are the basic norms of market research, the basic norms that guide the ideas and methods of market research, and the standards and yardsticks for evaluating market research. Each of these principles is briefly described below.

objectivity principle

The principle of objectivity means that market research must seek truth from facts, respect objective facts, be free from subjective prejudice and external interference, and truly reflect the original appearance and laws of the market.

The principle of objectivity is the basic principle of market research and the primary principle of market research, because only objective market information can provide a reliable basis for market decision-making, otherwise it will lead to market decision-making mistakes and failures. The objectivity of market research is reflected in the following aspects:

Objectivity of the purpose of the investigation. The purpose of market research should be to solve actual market problems, not to prove some pre-set point or.ConclusionNot to cater to any particular interest or need. The purpose of market research should be clear, specific and operational, rather than vague, general and empty. The purpose of market research should be objective, neutral and fair, rather than subjective, biased and partial.

Objectivity of survey methods. The method of market research should be scientific, reasonable and effective, can adapt to the purpose and content of market research, can obtain true, accurate and comprehensive market information, can avoid or reduce investigation errors, and can reflect the nature and law of the market. The method of market research should be flexible, diverse and comprehensive, be able to select or adjust the most suitable survey method according to the changes and characteristics of the market, be able to use a variety of survey methods and techniques, and be able to cross-verify and complement each other.

Objectivity of survey data. The data of market research should be true, accurate and complete, can reflect the actual situation and changing trend of the market, can meet the purpose and requirements of market research, and can provide valuable information for market analysis and decision-making. Market survey data should be clear, standardized and consistent, can be collected, sorted, stored and transmitted in accordance with uniform standards and formats, and can be easily classified, counted, analyzed and presented.

Objectivity of findings. The results of market research should be objective, true and credible, able to objectively reflect the current situation and problems of the market, able to truly reveal the opportunities and risks of the market, and able to credibly guide the objectives and strategies of the market. The results of market research should be clear, specific, and useful, able to clearly answer market research questions, be able to make specific market research recommendations, and be able to usefully promote market decisions and actions.

Accuracy principle

The principle of accuracy means that market research must obtain true and accurate market information, without any falsehood, error, misleading and ambiguity, and without any exaggeration, reduction, distortion and concealment.

The principle of accuracy is an important principle of market research and a basic requirement of market research, because only accurate market information can provide effective support for market decision-making, otherwise it will affect the correctness and effectiveness of market decision-making. The accuracy of market research is reflected in the following aspects:

accuracy of the respondents. The object of market research should be people or things related to the purpose and content of market research, can represent the whole or part of the market, can reflect the characteristics or differences of the market, and can provide market information or opinions. The object of the market survey should be clear, specific and feasible, be able to clearly define the scope and object of the survey, be able to specifically determine the quantity and quality of the survey, and be able to carry out the activities of the survey in a feasible manner.

The accuracy of the survey sample. The sample of the market survey should be a part of the market survey object according to certain rules and methods, can represent the overall characteristics of the market survey object, can reflect the overall distribution of the market survey object, can provide the overall information of the market survey object. The sample of the market survey should be reasonable, valid and reliable, be able to reasonably determine the size and structure of the sample, be able to effectively draw the units and individuals of the sample, and be able to reliably estimate the error and confidence of the sample.

Investigate the accuracy of the tool. The tools of market research should be a variety of equipment, materials, procedures and methods used to collect, record, transmit and process market information, which can adapt to the purpose and content of market research, obtain true, accurate and comprehensive market information, avoid or reduce survey errors, and improve survey efficiency. The tools of market research should be scientific, standardized and unified, capable of scientifically designing survey questionnaires, forms, indicators and procedures, standardized production of survey cards, forms, records and reports, and unified use of survey software, hardware, networks and platforms.

Accuracy of survey activities. The activities of market research should refer to the implementation process of market research, including the organization, coordination, training, supervision, execution, monitoring and evaluation of the survey, which can ensure the smooth progress of market research, the quality and effect of market research, and the standardization and legality of market research. The activities of market research should be clear, orderly and efficient, be able to clearly assign the tasks and responsibilities of the survey, be able to arrange the time and place of the survey in an orderly manner, and be able to complete the work and objectives of the survey efficiently.

Accuracy of survey analysis. The analysis of market research should refer to the process of processing, processing, integration and interpretation of market research data, including the steps of data cleaning, verification, coding, entry, storage, statistics, analysis and interpretation, which can extract effective information of market research, reveal the inherent laws of market research, and support market research.Conclusionand recommendations. The analysis of market research should be logical, systematic and in-depth, able to logically use mathematical, statistical, economic and other methods and models, to systematically use analytical techniques such as description, comparison, correlation and causality, and to deeply use analytical thinking such as induction, deduction, hypothesis and verification.

principle of timeliness

The principle of timeliness means that market research must obtain, update, analyze and provide market information in a timely manner, without any lag, obsolescence, invalidity and delay, and without any duplication, redundancy, expiration and invalidity. The principle of timeliness is a necessary and practical principle of market research, because only timely market information can provide effective guidance for market decision-making, otherwise it will affect the timeliness and adaptability of market decision-making. The timeliness of market research is reflected in the following aspects:

Timeliness of the survey plan. The plan of market survey should refer to the pre-arrangement and design of the objectives, contents, methods, tools, samples, activities, analysis, results, time, cost, etc. of the market survey, which can adapt to the changes and needs of the market, meet the requirements and deadlines of market decision-making, and ensure the smooth implementation and completion of the market survey. The plan of market research should be timely, flexible and adjustable, be able to formulate and revise the plan of market research in a timely manner, be able to flexibly deal with the uncertainty and complexity of the market, and be able to optimize the resources and benefits of market research.

Timeliness of survey information. The information of market research should refer to the output and presentation of market research data, analysis, results, suggestions, etc., which can reflect the latest situation and changing trend of the market, can support the best choice and optimal scheme of market decision-making, and can promote the effective action and best effect of the market. Market research information should be timely, updated, and effective, able to collect and provide market information in a timely manner, able to update the analysis and interpretation of market information, and able to effectively use and transmit market information.

Timeliness of survey feedback. The feedback of market survey should refer to the process of evaluating and improving the process and results of market survey, including the inspection, evaluation, summary and suggestions on the quality, effect, problems and improvement of market survey, which can improve the level and ability of market survey, improve the satisfaction and trust of market survey, and improve the value and contribution of market survey. The feedback of market research should be timely, continuous and circular, be able to obtain and process the feedback of market research in a timely manner, be able to continuously monitor and improve the quality of market research, and be able to optimize and innovate the methods of market research in a circular manner.

Principle of comprehensiveness

The principle of comprehensiveness means that market research must comprehensively cover all aspects and levels of the market, without any omissions, deficiencies, biases and one-sidedness, and without any neglect, neglect, fudge and neglect. The principle of comprehensiveness is the principle of completeness and depth of market research, because only comprehensive market information can provide an effective reference for market decision-making, otherwise it will affect the comprehensiveness and depth of market decision-making. The comprehensiveness of market research is reflected in the following aspects:

The comprehensiveness of the survey content. The content of market research should refer to the themes and issues of market research, which can cover all aspects and levels of the market, reflect the various characteristics and differences of the market, and provide various information and opinions on the market. The content of market research should be extensive, detailed, and in-depth. It can collect basic information and background information of the market extensively, collect key information and detailed information of the market in detail, and collect hidden information and potential information of the market in depth. information.

The comprehensiveness of the survey object. The object of market research should refer to the objectives and scope of market research, which can cover all parts and groups of the market, reflect the distribution and structure of the market, and provide various information and opinions on the market. The object of market research should be broad, representative and balanced, be able to cover all areas and industries of the market, be able to select all types and levels of the market representatively, and be able to consider the various interests and needs of the market in a balanced manner.

The comprehensiveness of the survey method. The method of market research should refer to the way and technology of market research, which can adapt to the content and object of market research, can obtain true, accurate and comprehensive market information, can avoid or reduce investigation errors, and can improve the efficiency of investigation. The methods of market research should be diverse, comprehensive and complementary, able to use qualitative and quantitative survey methods in a variety of ways, to use active and passive survey methods, and to use subjective and objective survey methods in a complementary way.

The comprehensiveness of the findings. The results of market research should refer to market research.ConclusionAnd recommendations, can fully reflect all aspects and levels of the market, can fully reveal the market's various problems and opportunities, can fully guide the market's various goals and strategies. The results of market research should be complete, systematic and valuable, able to fully present the current situation and trends of the market, to systematically analyze the causes and effects of the market, and to put forward valuable suggestions and solutions for the market.

economic principle

The principle of economy means that market research must save costs and resources as much as possible under the premise of ensuring quality and effectiveness, without any waste, inefficiency, out of control and overspending, and without any redundancy, duplication, uselessness and invalidity. The economic principle is the benefit principle of market research, but also the practical principle of market research, because only economic market research can provide effective support for market decision-making, otherwise it will affect the efficiency and effectiveness of market decision-making. The economics of market research are reflected in the following aspects:

Investigate the economics of cost. The cost of market research should refer to the input and consumption of market research, including human, material, financial, time and other resources and funds, to ensure the quality and effectiveness of market research, to meet the requirements and deadlines of market decision-making, to ensure the smooth implementation and completion of market research. The cost of market research should be reasonable, effective and controllable, be able to reasonably budget and allocate the cost of market research, be able to effectively use and save the cost of market research, and be able to controllably monitor and control the cost of market research.

The economics of investigating efficiency. The efficiency of market research should refer to the ratio of output and input of market research, which reflects the efficiency and effect of market research, can improve the level and ability of market research, can improve the satisfaction and trust of market research, and can improve the value and contribution of market research. The efficiency of market research should be high, excellent, excellent, able to obtain and provide market information, able to analyze and explain market information, and able to make good use of and transmit market information.

economy of investigation effect. The effect of market research should refer to the comparison of the results and objectives of market research, reflecting the quality and level of market research, supporting the best choice and optimal solution for market decision-making, and promoting effective market action and best results. The effect of market research should be good, excellent and excellent, can well reflect the current situation and problems of the market, can reveal the opportunities and risks of the market, and can guide the goals and strategies of the market.

scientific principle

The scientific principle means that market research must follow scientific theories and methods, and there must be no random, blind, subjective and irrational, and there must be no assumptions, guesses, assumptions and illogicality. The scientific principle is the correct principle of market research, but also the rigorous principle of market research, because only scientific market research can provide an effective basis for market decision-making, otherwise it will affect the correctness and rigor of market decision-making. The scientific nature of market research is reflected in the following aspects:

Investigate the scientific nature of theory. The theory of market survey should refer to the basis and guidance of market survey, including the theory and knowledge of market survey concepts, principles, purposes, contents, methods, tools, samples, activities, analysis, results, etc., which can reflect the essence and laws of the market, guide the ideas and methods of market survey, and evaluate the standards and scales of market survey. The theory of market research should be scientific, advanced and innovative, able to scientifically summarize and summarize the experience and practice of market research, to learn from and absorb the theories and methods of market research at home and abroad, and to creatively propose and develop new theories and methods of market research.

The scientific nature of the survey method. The method of market research should refer to the way and technology of market research, which can adapt to the content and object of market research, can obtain true, accurate and comprehensive market information, can avoid or reduce investigation errors, and can improve the efficiency of investigation. The method of market research should be scientific, reasonable and effective, be able to scientifically design questionnaires, forms, indicators and procedures of the survey, be able to reasonably choose the qualitative and quantitative methods of the survey, and be able to effectively use the active and passive methods of the survey.

The scientific nature of the investigation and analysis. The analysis of market research should refer to the process of processing, processing, integration and interpretation of market research data, including the steps of data cleaning, verification, coding, entry, storage, statistics, analysis and interpretation, which can extract effective information of market research, reveal the inherent laws of market research, and support market research.Conclusionand recommendations. The analysis of market research should be logical, systematic and in-depth, able to logically use mathematical, statistical, economic and other methods and models, to systematically use analytical techniques such as description, comparison, correlation and causality, and to deeply use analytical thinking such as induction, deduction, hypothesis and verification.

This article combines the practical experience of Shangpu Consulting Company and takes industrial enterprises as an example to explain the principles of market research, including objectivity, accuracy, timeliness, comprehensiveness, economy and scientificity, as well as industrial enterprises in market research. The basic requirements and standards that should be paid attention, this includes clarifying the purpose of the survey, selecting appropriate survey methods, designing effective survey tools, organizing and implementing survey activities, organizing and analyzing survey data, and writing and reporting survey results. The purpose of this paper is to provide some useful reference and guidance for industrial enterprises to help them improve the level and efficiency of market research.

Shangpu Consulting Company is a company specializing in market research and consulting services. It has many years of market research experience and rich market research cases to provide high-quality market research and consulting services to customers in all walks of life. The market research services of Shangpu Consulting Company cover market environment analysis, market demand analysis, market supply analysis, market competition analysis, market opportunity analysis, market risk analysis, etc., to provide customers with comprehensive, accurate, time-sensitive, economic and scientific market information to help customers formulate and implement effective market strategies and improve their market competitiveness and market efficiency. The market research cases of Shangpu Consulting Company include automobile, electronics, chemical industry, machinery, medicine, energy, environmental protection and other fields and industries. It provides customers with representative, valuable and enlightening market research reports to help customers understand the current situation and trend of the market, find the problems and opportunities of the market, evaluate the potential and risks of the market, and formulate and adjust the objectives and strategies of the market, monitor and improve market activity and performance.

The following is a brief introduction to some of the market research cases of Champ Consulting Company:

Market demand analysis of an automobile enterprise. Shangpu Consulting Company has carried out market demand analysis for an automobile enterprise. Through the analysis of the overall scale, structure, characteristics, changes, forecasts and other aspects of the automobile market, as well as the analysis of the number, distribution, characteristics, preferences, needs, satisfaction, loyalty and other aspects of automobile consumers, it has provided the automobile enterprise with detailed, in-depth and comprehensive market information about the automobile market and automobile consumers, help the automobile enterprise to understand the demand situation and demand trend of the automobile market, find the demand gap and demand potential of the automobile market, evaluate the demand risk and demand opportunity of the automobile market, formulate and implement the product strategy, price strategy, promotion strategy and channel strategy in line with the demand of the automobile market and automobile consumers, so as to improve the market share and market profit margin of the automobile enterprise.

Market competition analysis of an electronic enterprise. Shangpu Consulting Company conducted a market competition analysis for an electronic enterprise. Through the analysis of the competition pattern, competition force, competition strategy, competition effect and other aspects of the electronic market, as well as the analysis of the scale, status, advantages, disadvantages, strategies, behaviors, performance and other aspects of the main competitors in the electronic market, it provides the electronic enterprise with objective, accurate and timely market information about the electronic market and electronic competitors, helps the electronic enterprise to understand the competitive situation and trend of the electronic market, finds the competitive threat and opportunity of the electronic market, evaluates the competitive advantage and disadvantage of the electronic market, and formulates and implements targeted, effective and innovative competitive strategies, improve the market competitiveness and market efficiency of the electronic enterprise.

Market opportunity analysis of a chemical company. Shangpu consulting company for a chemical enterprise market opportunity analysis, through the chemical market opportunity source, opportunity type, opportunity size, opportunity conditions, opportunity evaluation and other aspects of the analysis, as well as the chemical market potential customers, potential products, potential markets, potential channels, potential cooperation and other aspects of the analysis, it provides the chemical enterprise with comprehensive, economic and scientific market information about the chemical market and chemical opportunities, helps the chemical enterprise understand the opportunity situation and opportunity trend of the chemical market, finds the opportunity points and opportunity areas of the chemical market, evaluates the opportunity potential and opportunity risk of the chemical market, and formulates and implements the market entry strategy, market development strategy and market expansion strategy suitable for the chemical market and chemical opportunities, improve the market opportunity utilization and market opportunity conversion rate of the chemical enterprise.