Market research is an activity to find and solve marketing problems, through the use of scientific methods, to investigate various phenomena and factors in the market environment. The purpose of market research is to provide valuable information for enterprises, help enterprises to formulate effective market strategies and improve market competitiveness. The process of market research is generally divided into four stages: preparation stage, design stage, implementation stage andConclusionPhase. Each stage contains several steps, which need to be operated according to certain logic and methods. Taking Shangpu Consulting Company as an example, this paper introduces the basic process and steps of market research, as well as the problems and skills that should be paid attention to in practice, aiming to provide some guidance and reference for novices in market research.

1. preparation phase

The preparation stage is the starting point of market research and the basis of market research. At this stage, there are three main steps to complete:

1. Identify the need for research

Market research is a time-consuming work, not every problem requires market research. Therefore, before starting market research, it is necessary to judge whether the research is necessary. In general, there are the following situations need to conduct market research:

When companies face new market opportunities or threats, they need to conduct market research to understand market demand, potential, competitive conditions, etc., and provide a basis for market decision-making.

When a company needs to develop a new product or service, it needs to conduct market research to understand consumer needs, preferences, purchase behavior, etc., and provide guidance for product design and positioning.

When companies need to improve existing products or services, they need to conduct market research to understand consumer satisfaction, loyalty, feedback, etc., and provide suggestions for product improvement and optimization.

When companies need to evaluate the effectiveness of marketing activities, they need to conduct market research to understand the impact of marketing activities on consumers, changes in market share, brand image enhancement, etc., to provide a basis for the adjustment of marketing strategies.

2. Clear research questions

After determining the need for research, it is necessary to clarify the problem of research. Research problems refer to the specific problems to be solved by market research, which is the core of market research and the guiding principle of market research. There are several ways to clarify the research problem:

Through the collection and analysis of secondary information, such as industry reports, market research reports, government statistics, internal information, etc., to understand the basic situation of the market, the existence and importance of problems.

By consulting experts, scholars and consultants inside and outside the enterprise, we can understand their views and suggestions on the problem and learn from their experience and knowledge.

Through exploratory research, such as small sample survey, expert consultation method, forum method, personal interview method, etc., in-depth understanding of the nature and background of the problem, narrow the scope of research, clear research objectives.

3. Determine the research objectives

Research objectives refer to the specific results to be achieved by market research, which is the final result of market research and the standard for evaluating the quality of market research. There are several ways to determine the objectives of the survey:

By analyzing the research questions, determine the content and level of research objectives, such as descriptive objectives, explanatory objectives, predictive objectives, etc.

By setting the SMART principle, the specificity, measurability, realizability, relevance and timeliness of the research objectives are determined, so that the research objectives are operational and evaluable.

By combining with the strategic objectives of the enterprise, the importance and priority of the research objectives are determined, so that the research objectives are in line with the overall interests and development direction of the enterprise.

2. design phase

The design stage is the key to market research, but also the difficulty of market research. At this stage, there are three main steps to complete:

1. Design research plan

The research plan refers to the specific research plan formulated to achieve the research objectives, is the action plan of market research, provides a framework structure for answering research questions, and ensures the smooth progress of market research. The contents of the design research plan generally include:

Identify sources of information, I .e., choose to use primary or secondary information, or a combination of both, depending on the research questions and objectives.

Design specific research content, that is, according to the research questions and objectives, to determine the type of information to be collected, scope, depth, etc.

Set a timetable for the research, that is, according to the research problems and objectives, arrange the starting and ending time of the research, the time allocation of each stage, etc.

Determine the survey objects and researchers, that is, according to the research problems and objectives, select the appropriate survey objects and researchers, as well as their number, distribution, characteristics, etc.

Explain the research budget, I .e., estimate the total cost of the research and the allocation of costs to each segment, as well as the source and use of the costs, etc., based on the research questions and objectives.

2. Select the research method

Research method refers to the specific technical means used to collect and analyze data, is the tool of market research, is the tool and means of market research. There are several principles for selecting research methods:

Depending on the source, choose to use qualitative or quantitative methods, or a combination of both.

According to the research content, choose to use observation, experimental, investigation, analysis and so on.

Depending on the survey schedule, choose to use cross-sectional or longitudinal surveys, or a combination of both.

According to the research budget, choose to use cost-benefit analysis to balance the cost and effect of the research.

According to the research objectives, choose to use exploratory research, descriptive research, causal research, etc.

3. Development of research tools

A research tool is a specific instrument or document used to collect and record data, and is the carrier and record of market research. The content of the preparation of research tools generally includes:

The design of the questionnaire, that is, according to the research content, determine the structure of the questionnaire, questions, topics, options, etc., as well as the length of the questionnaire, format, coding, etc.

Make a survey sample, that is, according to the research object, determine the type, size, sampling method, sampling error, etc. of the sample, as well as the representativeness and reliability of the sample.

Prepare survey equipment, that is, according to the survey method, select the appropriate survey equipment, such as telephones, computers, tape recorders, cameras, etc., as well as the function, quality, quantity, etc. of the equipment.

The preparation of survey guidelines, that is, according to the researchers, the development of investigation procedures, norms, precautions, etc., as well as the investigation of training, supervision, incentives, etc.

3. Implementation Phase

The implementation phase is the implementation of market research, but also the focus of market research. At this stage, there are three main steps to complete:

1. Collect data

Collecting data refers to obtaining the required information from the respondents through research methods in accordance with research programs and research tools, which is the core of market research and determines the effectiveness and accuracy of market research. There are several ways to collect data:

Obtain data from the behavior of respondents through direct observation, such as on-site observation, covert observation, and participatory observation.

Through experimental operations, such as laboratory experiments, scene experiments, test market methods, etc., data are obtained from the responses of respondents.

Through the questionnaire survey, such as mail questionnaire method, telephone questionnaire method, network questionnaire method, etc., data are obtained from the respondents.

Through personal interviews, such as in-depth interviews, focus interviews, expert interviews, etc., data are obtained from the opinions of the respondents.

2. Organize data

Collating data refers to cleaning, classifying, coding and inputting the collected data to make the data meet the requirements of analysis, which is the basic link of market research and affects the efficiency and quality of market research. There are several ways to organize data:

Through data cleansing, such as checking the integrity, consistency, and rationality of data, invalid data, error data, and abnormal data are deleted or corrected.

Through data classification, such as according to the attributes, sources, characteristics of the data, the data is divided into different categories or groups, easy to compare and analyze.

Through data encoding, such as assigning numbers or symbols to data, the data has a unified standard and format for easy identification and processing.

Through data entry, such as entering data into a computer or other device, the data can be stored, transmitted, calculated and other operations.

3. Analyze the data

Analysis of data refers to the use of statistics and other disciplines of knowledge and methods, the collated data processing, processing, interpretation and other operations, from which to extract valuable information, is the key link of market research, reflecting the wisdom and level of market research. There are several ways to analyze the data:

Describe the basic characteristics and patterns of the data by descriptive analysis, such as calculating the average, standard deviation, and frequency distribution of the data.

Through inferential analysis, such as hypothesis testing, variance analysis, correlation analysis, etc., the causal relationship and difference of the data are inferred.

Analyze the structure and combination of data through multiple analysis, such as factor analysis, cluster analysis, discrimination analysis, etc.

Explore the potential factors and impacts of the data through exploratory analysis, such as principal component analysis, regression analysis, path analysis, etc.

4. conclusion stage

ConclusionThe stage is the end of market research and the result of market research. At this stage, there are three main steps to complete:

1. Writing reports

Report refers to the process and results of market research, in the form of text, charts, attachments, etc., systematically presented, is the carrier and expression of market research, and provides the basis and suggestions for market decision-making. The contents of the report generally include:

Title of the report,Abstract, directory, etc., summarizing the theme, content, structure, etc. of the report.

Preparation of the reportTextIn accordance with the market research process, detailed market research background, objectives, methods, data, analysis,ConclusionWait.

Prepare appendices, references, acknowledgements, etc. of the report, and supplement relevant information, sources, gratitude, etc. of the report.

Submission of reports

Report submission refers to the delivery of market research reports to relevant personnel or institutions in accordance with the prescribed time, place, method, object, etc., which is the exchange and communication of market research and provides support and services for market decision-making. There are several ways to submit a report:

Submission to the recipient of the report through a written report, such as a printed or electronic report, by mail or e-mail, is applicable to situations where the content of the report is large or complex.

Submission to the audience of the report through an oral report, such as a speech or lecture, in a live or remote manner, is suitable for situations where the content of the report is less or simpler.

Visual reports, such as slides or videos, are submitted to the audience of the report in the form of projection or playback, which is suitable for situations where the content of the report is more intuitive or vivid.

3. Assessment Report

The evaluation report refers to the report of market research, feedback, evaluation, improvement and other operations, is the inspection and improvement of market research, and provides reference and reference for market decision-making. There are several ways to evaluate the report:

Through feedback information, such as collecting the opinions, suggestions and evaluations of the recipients, listeners and viewers of the report, we can understand the effects and problems of the report and improve the credibility and availability of the report.

Through evaluation criteria, such as setting the evaluation criteria of the report's objectives, content, structure, language, format, etc., evaluate all aspects of the report and improve the quality and level of the report.

Improve the effectiveness and value of the report through improvement measures, such as improving the deficiencies and deficiencies of the report based on feedback information and evaluation criteria.

Conclusion

Market research is an important marketing activity, and it is necessary to master the process and steps of market research in order to conduct effective market research. Taking Shangpu Consulting Company as an example, this paper introduces the basic process and steps of market research, as well as the problems and skills that should be paid attention to in practice, hoping to provide some guidance and reference for novices in market research. Of course, the process and steps of market research are not fixed, but need to be flexibly adjusted and changed according to the specific market situation and research purpose to adapt to the changes and development of the market.