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The "nine tools" of market research: experts introduce what you must master

2024-07-18 15:14:40 来源：尚普咨询浏览量：0

市场调研是指通过收集、分析和解释有关市场、消费者、竞争对手和环境的信息，为企业的营销决策提供依据和建议的过程。市场调研的目的是为了解决企业在市场营销中遇到的问题，或者发现和利用市场的机会。市场调研的对象是市场中的各种主体，包括消费者、竞争对手、分销商、供应商、政府、媒体等。市场调研的内容是市场中的各种要素，包括市场的规模、结构、趋势、需求、偏好、满意度、忠诚度、购买行为、影响因素等。市场调研的形式是市场调研的结果呈现的方式，包括报告、图表、表格、图像、视频等。

市场调研的方法和工具有很多，但并不是每一种都适合每一种情况。市场调研的工具是指用于收集、处理、分析和呈现市场信息的技术、设备、软件、程序等。市场调研的工具可以分为两大类：定性调研工具和定量调研工具。定性调研工具是指用于探索和理解市场现象的深层原因、动机、态度、感受和意义的工具，通常涉及少量但具有代表性的样本，采用开放式的问题和非结构化的交流方式，产生非数值化的数据。定量调研工具是指用于测量和描述市场现象的规模、分布、关系和差异的工具，通常涉及大量且随机的样本，采用封闭式的问题和结构化的交流方式，产生数值化的数据。

市场调研的“九大工具”是指在市场调研实践中最常用和最有效的九种工具，分别是：访谈、焦点小组、观察、实验、问卷、样本、统计、模型和可视化。下面将分别介绍这九种工具的特点、优势和局限，以及如何选择和使用这些工具的原则和技巧。

访谈

访谈是一种定性调研工具，是指通过面对面或电话等方式，与市场调研的对象进行一对一的交流，以获取他们的观点、感受、经验和建议的过程。访谈的对象通常是市场中的关键人物，如消费者的领导者、意见领袖、专家、决策者等。访谈的问题通常是开放式的，允许访谈者根据访谈对象的回答进行追问和引导，以深入了解他们的想法和原因。访谈的数据通常是文字或语音的，需要通过记录、整理、编码和解释等步骤，提炼出有价值的信息。

访谈的优势是：

可以获得丰富、深刻、细致和真实的市场信息，发现市场的潜在需求、问题和机会。

可以根据访谈对象的特点和情况，灵活地调整访谈的内容、方式和节奏，提高访谈的效率和效果。

可以建立和维护与访谈对象的良好关系，增强他们对市场调研的信任和参与度，提升市场调研的品牌形象。

访谈的局限是：

需要花费较多的时间、精力和成本，难以覆盖市场的广泛范围，可能存在样本的偏差和不足。

需要具备较高的访谈技巧和分析能力，避免访谈的主观性和误导性，保证访谈的质量和有效性。

需要对访谈的数据进行复杂的处理和解读，难以进行量化的度量和比较，可能存在数据的模糊和不准确。

选择和使用访谈的原则和技巧是：

在市场调研的初期或探索性阶段，当市场的信息缺乏或不清晰时，可以使用访谈来获取市场的基本情况和方向。

在市场调研的对象是少数但重要的人物时，可以使用访谈来获取他们的专业知识和个性化需求。

在市场调研的内容涉及敏感或复杂的话题时，可以使用访谈来获取访谈对象的真实和深入的反馈。

在设计访谈的问题时，要遵循SMART原则，即具体、明确、可实现、相关和有时限的。

在进行访谈的过程中，要遵循RAPPORT原则，即尊重、关注、赞赏、倾听、观察、回应和感谢的。

在分析访谈的数据时，要遵循SWOT原则，即识别市场的优势、劣势、机会和威胁的。

访谈的一个具体案例是：

尚普咨询公司为一家汽车制造商提供市场调研服务，目的是了解消费者对于新型电动汽车的需求和偏好。

尚普咨询公司通过网络和电话等方式，筛选出了100名符合条件的消费者，邀请他们参与访谈。

尚普咨询公司根据访谈的目的和内容，设计了一系列的访谈问题，涉及消费者对于电动汽车的认知、态度、需求、偏好、障碍和建议等方面。

尚普咨询公司安排了专业的访谈人员，分别与这100名消费者进行了约30分钟的访谈，记录了他们的回答和反应，并对访谈的过程和结果进行了评价和总结。

尚普咨询公司通过对访谈的数据进行整理、编码、分类和解释，得出了以下的主要发现：

消费者对于电动汽车的认知程度较低，对于电动汽车的性能、安全、续航、充电等方面存在一些误解和担忧。

消费者对于电动汽车的态度是积极的，认为电动汽车是未来的趋势，有利于环保和节能，也有利于个人的形象和社会责任。

消费者对于电动汽车的需求是多样的，有的消费者更看重电动汽车的功能和性价比，有的消费者更看重电动汽车的外观和品牌，有的消费者更看重电动汽车的创新和个性。

消费者对于电动汽车的偏好是不同的，有的消费者倾向于纯电动汽车，有的消费者倾向于混合动力汽车，有的消费者倾向于氢能源汽车。

消费者对于电动汽车的购买障碍是显著的，主要包括电动汽车的价格过高、续航能力不足、充电设施不完善、政策支持不明确等。

消费者对于电动汽车的购买建议是实用的，主要包括降低电动汽车的成本、提高电动汽车的质量、完善电动汽车的服务、加强电动汽车的宣传等。

焦点小组

焦点小组是一种定性调研工具，是指通过邀请一组6到12名具有相似特征或经验的市场调研的对象，在一个轻松和友好的环境中，由一个专业的主持人引导他们就某一主题进行自由和深入的讨论，以获取他们的观点、感受、经验和建议的过程。焦点小组的对象通常是市场中的普通人物，如消费者、用户、客户等。焦点小组的问题通常是半开放式的，允许主持人根据讨论的进展进行适当的引导和控制，以保持讨论的目标和效率。焦点小组的数据通常是文字或语音的，需要通过记录、整理、编码和解释等步骤，提炼出有价值的信息。

焦点小组的优势是：

可以获得丰富、深刻、细致和真实的市场信息，发现市场的潜在需求、问题和机会。

可以利用焦点小组的成员之间的互动和影响，激发他们的思维和创意，产生更多的观点和建议。

可以通过观察焦点小组的成员的表情、语气、姿态等，捕捉他们的情绪和态度，增加市场信息的维度和深度。

焦点小组的局限是：

需要花费较多的时间、精力和成本，难以覆盖市场的广泛范围，可能存在样本的偏差和不足。

需要具备较高的主持技巧和分析能力，避免焦点小组的主观性和误导性，保证焦点小组的质量和有效性。

需要对焦点小组的数据进行复杂的处理和解读，难以进行量化的度量和比较，可能存在数据的模糊和不准确。

选择和使用焦点小组的原则和技巧是：

在市场调研的中期或验证性阶段，当市场的信息需要进一步的探索或确认时，可以使用焦点小组来获取市场的补充和反馈。

在市场调研的对象是多数且普通的人物时，可以使用焦点小组来获取他们的一般知识和日常需求。

在市场调研的内容涉及新颖或复杂的话题时，可以使用焦点小组来获取焦点小组成员的创新和深入的反馈。

在设计焦点小组的问题时，要遵循SPICE原则，即简单、有趣、清晰、相关和有启发性的。

在进行焦点小组的过程中，要遵循GROUP原则，即目标、规则、角色、互动和总结的。

在分析焦点小组的数据时，要遵循THEME原则，即识别市场的主题、假设、证据、含义和启示的。

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