Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Market research > Liu Fan >

Champ Consulting: Basic Process and Steps of Market Research

2024-07-18 15:14:32 来源：尚普咨询浏览量：0

市场调研是一种为了发现和解决市场营销问题，通过使用科学方法，对市场环境中的各种现象和因素进行调查研究的活动。市场调研的目的是为企业提供有价值的信息，帮助企业制定有效的市场策略，提高市场竞争力。市场调研的过程一般分为四个阶段：准备阶段、设计阶段、实施阶段和Conclusion阶段。每个阶段都包含若干个步骤，需要按照一定的逻辑和方法进行操作。本文以尚普咨询公司为例，介绍了市场调研的基本流程和步骤，以及在实践中应注意的问题和技巧，旨在为市场调研的新手提供一些指导和参考。

一、准备阶段

准备阶段是市场调研的起点，也是市场调研的基础。在这个阶段，主要要完成以下三个步骤：

1.确定调研的必要性

市场调研是一项耗时耗力的工作，不是每个问题都需要进行市场调研。因此，在开始市场调研之前，要先判断调研是否有必要。一般来说，有以下几种情况需要进行市场调研：

当企业面临新的市场机会或威胁时，需要进行市场调研，以了解市场的需求、潜力、竞争状况等，为市场决策提供依据。

当企业需要开发新的产品或服务时，需要进行市场调研，以了解消费者的需求、偏好、购买行为等，为产品设计和定位提供指导。

当企业需要改进现有的产品或服务时，需要进行市场调研，以了解消费者的满意度、忠诚度、反馈意见等，为产品改进和优化提供建议。

当企业需要评估市场营销活动的效果时，需要进行市场调研，以了解市场营销活动对消费者的影响、市场占有率的变化、品牌形象的提升等，为市场营销策略的调整提供依据。

2.明确调研问题

在确定了调研的必要性后，就要明确调研的问题。调研问题是指市场调研要解决的具体问题，是市场调研的核心，也是市场调研的指导方针。明确调研问题的方法有以下几种：

通过收集和分析二手资料，如行业报告、市场研究报告、政府统计数据、企业内部资料等，了解市场的基本情况，发现问题的存在和重要性。

通过咨询企业内外部的专家、学者、顾问等，了解他们对问题的看法和建议，借鉴他们的经验和知识。

通过进行探索性调研，如小样本调查、专家咨询法、座谈会法、个人访谈法等，深入了解问题的性质和背景，缩小调研范围，明确调研目标。

3.确定调研目标

调研目标是指市场调研要达到的具体效果，是市场调研的最终结果，也是评价市场调研质量的标准。确定调研目标的方法有以下几种：

通过分析调研问题，确定调研目标的内容和层次，如描述性目标、解释性目标、预测性目标等。

通过设定SMART原则，确定调研目标的具体性、可衡量性、可实现性、相关性和时限性，使调研目标具有操作性和可评价性。

通过与企业的战略目标相结合，确定调研目标的重要性和优先级，使调研目标符合企业的整体利益和发展方向。

二、设计阶段

设计阶段是市场调研的关键，也是市场调研的难点。在这个阶段，主要要完成以下三个步骤：

1.设计调研方案

调研方案是指为实现调研目标而制定的具体的调研计划，是市场调研的行动纲领，为回答调研问题提供了框架结构，保证了市场调研的顺利进行。设计调研方案的内容一般包括：

确定资料来源，即根据调研问题和目标，选择使用一手资料或二手资料，或者两者结合。

设计具体的调研内容，即根据调研问题和目标，确定要收集的信息的类型、范围、深度等。

设定调研的时间表，即根据调研问题和目标，安排调研的起止时间、各个阶段的时间分配等。

确定调查对象和调研人员，即根据调研问题和目标，选择合适的调查对象和调研人员，以及他们的数量、分布、特征等。

说明调研预算，即根据调研问题和目标，估算调研的总费用和各个环节的费用分配，以及费用的来源和使用方式等。

2.选择调研方法

调研方法是指为收集和分析数据而采用的具体的技术手段，是市场调研的工具，是市场调研的工具和手段。选择调研方法的原则有以下几种：

根据资料来源，选择使用定性方法或定量方法，或者两者结合。

根据调研内容，选择使用观察法、实验法、调查法、分析法等。

根据调研时间表，选择使用横断面调研或纵向调研，或者两者结合。

根据调研预算，选择使用成本效益分析，平衡调研的费用和效果。

根据调研目标，选择使用探索性调研、描述性调研、因果性调研等。

3.编制调研工具

调研工具是指为收集和记录数据而使用的具体的仪器或文档，是市场调研的载体和记录。编制调研工具的内容一般包括：

设计调查问卷，即根据调研内容，确定问卷的结构、题型、题目、选项等，以及问卷的长度、格式、编码等。

制作调查样本，即根据调研对象，确定样本的类型、规模、抽样方法、抽样误差等，以及样本的代表性、可靠性等。

准备调查设备，即根据调研方法，选择合适的调查设备，如电话、电脑、录音机、摄像机等，以及设备的功能、质量、数量等。

编写调查指南，即根据调研人员，制定调查的程序、规范、注意事项等，以及调查的培训、监督、激励等。

三、实施阶段

实施阶段是市场调研的执行，也是市场调研的重点。在这个阶段，主要要完成以下三个步骤：

1.收集数据

收集数据是指按照调研方案和调研工具，通过调研方法，从调查对象那里获取所需的信息，是市场调研的核心环节，决定了市场调研的有效性和准确性。收集数据的方法有以下几种：

通过直接观察，如现场观察法、隐蔽观察法、参与观察法等，从调查对象的行为中获取数据。

通过实验操作，如实验室实验法、场景实验法、测试市场法等，从调查对象的反应中获取数据。

通过问卷调查，如邮寄问卷法、电话问卷法、网络问卷法等，从调查对象的回答中获取数据。

通过个人访谈，如深度访谈法、焦点访谈法、专家访谈法等，从调查对象的意见中获取数据。

2.整理数据

整理数据是指对收集到的数据进行清理、分类、编码、录入等操作，使数据符合分析的要求，是市场调研的基础环节，影响了市场调研的效率和质量。整理数据的方法有以下几种：

通过数据清理，如检查数据的完整性、一致性、合理性等，删除或修正无效数据、错误数据、异常数据等。

通过数据分类，如按照数据的属性、来源、特征等，将数据分为不同的类别或组别，便于比较和分析。

通过数据编码，如为数据赋予数字或符号，使数据具有统一的标准和格式，便于识别和处理。

通过数据录入，如将数据输入到电脑或其他设备中，使数据可以进行存储、传输、计算等操作。

3.分析数据

分析数据是指运用统计学和其他学科的知识和方法，对整理后的数据进行加工、处理、解释等操作，从中提取有价值的信息，是市场调研的关键环节，体现了市场调研的智慧和水平。分析数据的方法有以下几种：

通过描述性分析，如计算数据的平均数、标准差、频数分布等，描述数据的基本特征和规律。

通过推断性分析，如进行假设检验、方差分析、相关分析等，推断数据的因果关系和差异性。

通过多元分析，如进行因子分析、聚类分析、判别分析等，分析数据的结构和组合。

通过探索性分析，如进行主成分分析、回归分析、路径分析等，探索数据的潜在因素和影响。

四、结论阶段

Conclusion阶段是市场调研的终点，也是市场调研的成果。在这个阶段，主要要完成以下三个步骤：

1.撰写报告

报告是指将市场调研的过程和结果，以文字、图表、附件等形式，系统地呈现出来，是市场调研的载体和表达，为市场决策提供了依据和建议。撰写报告的内容一般包括：

编写报告的标题、Abstract、目录等，概括报告的主题、内容、结构等。

编写报告的Text，按照市场调研的流程，详细介绍市场调研的背景、目标、方法、数据、分析、ConclusionWait.

编写报告的附录、参考文献、致谢等，补充报告的相关资料、来源、感激等。

2.提交报告

提交报告是指将市场调研的报告，按照规定的时间、地点、方式、对象等，交付给相关的人员或机构，是市场调研的交流和沟通，为市场决策提供了支持和服务。提交报告的方法有以下几种：

通过书面报告，如打印或电子版的报告，以邮寄或电子邮件等方式，提交给报告的接收者，适用于报告的内容较多或较复杂的情况。

通过口头报告，如演讲或讲座的形式，以现场或远程的方式，提交给报告的听众，适用于报告的内容较少或较简单的情况。

通过视觉报告，如幻灯片或视频的形式，以投影或播放的方式，提交给报告的观众，适用于报告的内容较直观或较生动的情况。

3.评估报告

评估报告是指对市场调研的报告，进行反馈、评价、改进等操作，是市场调研的检验和完善，为市场决策提供了参考和借鉴。评估报告的方法有以下几种：

通过反馈信息，如收集报告的接收者、听众、观众等的意见、建议、评价等，了解报告的效果和问题，提高报告的可信度和可用度。

通过评价标准，如设定报告的目标、内容、结构、语言、格式等的评价标准，对报告的各个方面进行评价，提高报告的质量和水平。

通过改进措施，如根据反馈信息和评价标准，对报告的不足和缺陷进行改进，提高报告的效果和价值。

Conclusion

市场调研是一项重要的市场营销活动，需要掌握市场调研的流程和步骤，才能进行有效的市场调研。本文以尚普咨询公司为例，介绍了市场调研的基本流程和步骤，以及在实践中应注意的问题和技巧，希望能为市场调研的新手提供一些指导和参考。当然，市场调研的流程和步骤并不是固定的，而是需要根据具体的市场情况和调研目的进行灵活的调整和变化，以适应市场的变化和发展。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise