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The essence of market research: experts summarize the principles and key points of market research

2024-07-18 15:14:33 来源：尚普咨询浏览量：0

一、市场调研的定义和重要性

市场调研（Market Research）是一种把消费者及公共部门和市场联系起来的特定活动一一这些信息用以识别和界定市场营销机会和问题，产生、改进和评价营销活动，监控营销绩效，增进对营销过程的理解。市场调研实际上是一项寻求市场与企业之间“共谐”的过程。市场调研犹如婚前健康检查，如果忽略它，就可能产生低能儿，到那时再一掷千金搞销售，好似给低能儿增加营养，又能起多大作用？

因为市场营销的观念意味着消费者的需求应该予以满足，所以公司内部人士一定要聆听消费者的呼声，通过市场调研，“倾听”消费者的声音。当然，营销调研信息也包括除消费者之外的其他实体的信息。

市场调研对于企业的重要性不言而喻，它可以帮助企业实现以下目标：

了解市场的规模、结构、特征、变化和趋势，发现市场的机会和威胁，制定合理的市场目标和战略；

了解消费者的需求、偏好、动机、态度、行为和满意度，设计和优化产品、价格、渠道和促销的组合，提高市场占有率和利润率；

了解竞争对手的实力、战略、优势和劣势，制定有效的竞争策略，提高竞争力和抗风险能力；

了解社会、政治、法律、经济、技术、文化等宏观环境的影响，把握市场的发展方向和潜力，进行创新和转型；

了解企业的内部资源、能力、优势和劣势，进行自我评估和改进，提高管理效率和质量；

了解营销活动的执行情况和效果，进行监控和评估，进行调整和改进，提高营销绩效和效率。

二、市场调研的基本原则

市场调研的基本原则是指在进行市场调研时应遵循的一些基本规范和标准，它们可以保证市场调研的有效性和可靠性。以下是一些常见的市场调研的基本原则：

客观性原则：市场调研必须实事求是，尊重客观事实。市场调研不能受到主观偏见、先入为主、愿望或利益的影响，不能歪曲或隐瞒事实，不能以偏概全或夸大其词。市场调研应从多个角度、多个层面、多个渠道收集信息，避免片面或误导的信息。市场调研应采用科学的方法和工具，保证数据的真实性和有效性，避免数据的失真或误差。

准确性原则：市场调研必须获取真实的、准确的信息，才能有效地为管理决策提供信息服务。市场调研必须真实地、准确地描述客观现象的数量表现和属性特征，调查误差应尽可能小；调查数据涉及的主体单位、时间、地点都要准确无误；数据的计量范围、计量单位要科学；调查结果的描述必须明晰、准确，不能含糊不清、模棱两可。

时效性原则：在现代市场经营中，时间就是机遇。市场调研应及时捕捉和抓住市场上任何有用的情报、信息，及时分析、及时反馈，为企业在经营过程中适时地制定和调整策略创造条件。市场调研应根据市场的变化速度和敏感度，确定合理的调查周期和频率，保证信息的更新和有效。市场调研应根据决策的紧迫性和重要性，确定合理的调查时间和进度，保证信息的及时和适用。

全面性原则：市场调研应全面搜集企业生产经营方面的信息资料。市场调研既要了解企业的生产和经营实际，又要了解竞争对手有关情况；既要认识到其内部机构设置、人员配备、管理素质和方式等对经营的影响，也要调查社会环境的各方面对企业和消费者的影响程度。市场调研应处理好整体与局部、现状与趋势、一般与特殊、主观与客观、定性与定量等关系，全面地考察和分析问题。

经济性原则：市场调研是一种耗费时间、耗费人力和物力、耗费财力的活动，开展市场调查活动时，应按照调查目的的要求，进行调查项目的成本效益分析，即在调查成本与调查效果之间取得平衡，力求在最小的调查成本下，获得最大的调查效果。市场调研应根据调查目的和预算，确定合理的调查范围、样本量、方法和工具，避免不必要的浪费和重复。

科学性原则：市场调研应遵循科学的思维方式和方法，运用科学的理论和技术，保证市场调研的合理性和有效性。市场调研应明确调查目的和问题，制定科学的调查方案和设计，选择合适的调查方法和工具，收集可靠的数据和信息，进行有效的数据处理和分析，得出合理的Conclusion和建议，撰写规范的调查报告，进行有效的沟通和反馈。

保密性原则：市场调研涉及到企业的敏感信息和机密信息，如果泄露给竞争对手或外部人士，可能会给企业带来损失或危害。市场调研应尊重企业和消费者的隐私权，保护市场调研的信息安全，避免信息的泄露或滥用。市场调研应明确调查的目的和范围，获取授权和同意，遵守相关的法律和道德规范，对调查对象和数据进行分类和加密，对调查人员和参与者进行培训和约束，对调查结果和报告进行控制和审查。

三、市场调研的基本技巧

市场调研的基本技巧是指在进行市场调研时应掌握的一些基本方法和技能，它们可以提高市场调研的效率和质量。以下是一些常见的市场调研的基本技巧：

调查方法的选择：市场调研的调查方法主要分为两大类，即定性调查和定量调查。定性调查是指通过深入的访谈、观察、案例分析等方式，收集和分析非数值化的数据，以了解市场的现象、特征、动因、意义等。定量调查是指通过问卷、实验、统计分析等方式，收集和分析数值化的数据，以了解市场的规模、结构、关系、影响等。市场调研应根据调查目的、问题、对象、环境、资源等因素，选择合适的调查方法，或者综合运用多种调查方法，以提高调查的有效性和可靠性。

调查工具的设计：市场调研的调查工具是指用于收集数据和信息的具体载体，如问卷、访谈指南、观察表、测试题等。市场调研的调查工具应根据调查方法、问题、对象等因素，设计合适的内容、形式、结构、格式、语言等，以提高调查的准确性和有效性。市场调研的调查工具应具有以下特点：清晰、简洁、完整、相关、逻辑、易懂、易操作、易分析等。

数据来源的选择：市场调研的数据来源是指用于获取数据和信息的渠道和途径，如内部资料、外部资料、一手数据、二手数据等。市场调研的数据来源应根据调查目的、问题、方法、工具等因素，选择合适的数据来源，或者综合利用多种数据来源，以提高数据的全面性和有效性。市场调研的数据来源应具有以下特点：真实、准确、及时、相关、充分、可靠等。

数据处理的方法：市场调研的数据处理是指对收集到的数据进行整理、归纳、分类、编码、录入、校验、清洗、转换等操作，以便于进行数据分析。市场调研的数据处理应根据数据的类型、特征、规模、质量等因素，选择合适的数据处理方法，或者综合运用多种数据处理方法，以提高数据的准确性和有效性。市场调研的数据处理应具有以下特点：规范、系统、科学、快速、安全等。

数据分析的技术：市场调研的数据分析是指对处理后的数据进行描述、比较、关联、归因、预测、评价等操作，以便于得出Conclusion和建议。市场调研的数据分析应根据数据的特征、问题的性质、分析的目的等因素，选择合适的数据分析技术，或者综合运用多种数据分析技术，以提高分析的深度和广度。市场调研的数据分析应具有以下特点：客观、逻辑、创新、有说服力等。

调查报告的撰写：市场调研的调查报告是指将调查的过程、结果、Conclusion和建议等以书面形式呈现给决策者或客户的文档。市场调研的调查报告应根据报告的目的、对象、内容等因素，撰写合适的标题、Abstract、Text、附录等，以提高报告的可读性和可用性。市场调研的调查报告应具有以下特点：清晰、简洁、完整、相关、逻辑、易懂、易操作、易分析等。

四、市场调研的案例分析

市场调研的案例分析是指通过对市场调研的具体实践和成功经验的描述和分析，展示市场调研的实际价值和意义。以下是一些市场调研的案例分析：

尚普咨询公司为一家国际知名的化妆品品牌提供了中国市场的调研服务，帮助其了解中国消费者的需求、偏好、行为和趋势，以及竞争对手的战略和优势，从而制定了针对中国市场的差异化和本土化的营销策略。尚普咨询公司采用了多种调查方法，如深度访谈、焦点小组、神秘顾客、网上问卷等，收集了大量的一手数据和二手数据，进行了深入的数据分析，得出了以下主要Conclusionand recommendations:

中国消费者对化妆品的需求和偏好受到多种因素的影响，如年龄、性别、收入、教育、地域、文化等，因此化妆品品牌应根据不同的消费者群体，提供不同的产品和服务，实现市场细分和定位。

中国消费者对化妆品的使用行为受到多种趋势的影响，如个性化、自然化、功能化、社会化等，因此化妆品品牌应不断创新和改进产品的质量、功能、形式、包装等，满足消费者的多样化和个性化的需求和期望。

中国化妆品市场的竞争非常激烈，有国际知名的品牌，也有本土的品牌，还有新兴的品牌，因此化妆品品牌应明确自己的核心竞争力和差异化优势，突出自己的品牌形象和价值主张，建立和维护自己的忠诚客户群。

通过尚普咨询公司的市场调研服务，该化妆品品牌成功地进入了中国市场，并在短时间内取得了良好的市场表现和口碑，增加了其在全球市场的份额和影响力。

尚普咨询公司为一家国内领先的电商平台提供了用户体验的调研服务，帮助其了解用户对其平台的使用感受、满意度、忠诚度和建议，以及用户对其竞争对手的评价和偏好，从而制定了针对用户体验的优化和提升的策略。尚普咨询公司采用了多种调查方法，如网上问卷、用户访谈、用户测试、用户日志等，收集了大量的用户数据和反馈，进行了深入的数据分析，得出了以下主要Conclusionand recommendations:

用户对该电商平台的整体满意度较高，但在某些方面还有改进的空间，如商品的质量、价格、种类、描述等，物流的速度、服务、费用等，售后的处理、保障、评价等，平台的界面、功能、安全、稳定等。

用户对该电商平台的忠诚度较高，但也受到竞争对手的挑战和诱惑，如天猫、京东、拼多多等，用户会根据不同的购物场景和需求，选择不同的平台，因此该电商平台应加强自己的核心优势和特色，提高用户的粘性和转化率。

用户对该电商平台的使用体验有一些具体的建议和意见，如增加更多的优惠券、红包、积分等激励机制，增加更多的社交、互动、娱乐等功能，增加更多的个性化、定制化、智能化等服务，增加更多的品牌合作、跨界联动、新品首发等活动，增加更多的品质保障、权益保障、信誉保障等机制。

通过尚普咨询公司的用户体验调研服务，该电商平台成功地优化和提升了用户体验，提高了用户的满意度和忠诚度，增加了用户的活跃度和消费度，增强了自己的竞争力和市场地位。

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