Basic process of 1. market research

The basic process of market research generally includes the following six steps:

Define the problem. Clearly define what problems to describe, what problems to solve and what to study. In different product life cycle stages, the contents and definitions to be studied are different. For example, in the project initiation stage, market feasibility, target consumers and creative concept formation are mainly studied. In the new product development stage, it mainly studies new product design, concept, appearance, function, user experience, etc. In the new product listing stage, it mainly studies packaging, price, channel, promotion, etc. In the post-market stage of products, the main research brand, consumers, channels, advertising, product improvement, promotion and so on.

Determines the accuracy of the result. According to the importance and complexity of the problem, determine the credibility and error range of the data. In general, the credibility and error range of the data is related to the size and representativeness of the sample, the larger the sample, the more it reflects the characteristics of the population, the smaller the error. However, the size of the sample is also limited by time and cost, so a reasonable trade-off needs to be made between credibility and error range.

Collect data. Depending on the nature and purpose of the problem, select appropriate data sources and collection methods. Data sources are generally divided into second-hand data and first-hand data. Second-hand data refers to existing data, such as government statistics, industry reports, professional magazines, online information, etc. First-hand data refers to data collected specifically to solve specific problems, such as questionnaires, interviews, observations, experiments, etc. The choice of data collection method should consider the quality, quantity, availability, timeliness, cost and other factors of the data.

analysis and interpretation. The collected data are sorted, classified, coded, summarized, counted, analyzed, interpreted, and obtained.Conclusion. There are many methods of data analysis, such as descriptive analysis, inferential analysis, correlation analysis, regression analysis, factor analysis, cluster analysis, discrimination analysis, etc. The purpose of data analysis is to extract useful information from the data, discover the laws and trends of the data, verify assumptions and theories, explain the meaning and significance of the data, and provide a basis for decision-making.

deriveConclusion. According to the results of data analysis, answer questions, explain phenomena, suggest strategies, and predict the future.ConclusionIt should be clear, accurate, objective and persuasive, and avoid vague, arbitrary, subjective and one-sided statements.ConclusionTo be consistent with the problem, consistent with the data, consistent with logic, and close to reality.

ConclusionApplication. WillConclusionUsed to solve problems, make decisions, guide actions, and improve results.ConclusionThe application of market research is the ultimate goal of market research, but also an important standard to test the quality and effectiveness of market research.ConclusionThe application should be timely, comprehensive, flexible, innovative, continuous tracking, evaluation, feedback and adjustment.

Methods and skills of 2. market research

The methods and techniques of market research mainly involve data collection and data analysis, which are described below:

Methods and Techniques of (I) Data Collection

Data collection methods are generally divided into qualitative methods and quantitative methods, qualitative methods are mainly used to collect deep-seated data, such as consumer attitudes, motivations, preferences, feelings, etc., quantitative methods are mainly used to collect a wide range of data, such as consumer behavior, characteristics, quantity, proportion, etc. There are several common data collection methods:

Questionnaire survey. A questionnaire is a method of obtaining data by providing respondents with a series of questions to answer on their own or under guidance. The advantages of questionnaire survey are wide coverage, low cost, fast speed, simple operation, easy data processing, and suitable for quantitative research. The shortcomings of the questionnaire are the low recovery rate, and the quality of the data is affected by the honesty, understanding, and coordination of the respondents.

Focus groups. Focus group refers to the researcher inviting 6-12 research objects with similar characteristics or experience to conduct a collective, semi-structured and thematic discussion to obtain the diversified information and opinions of the research objects. The advantage of focus groups is that they can stimulate the interaction and communication of research subjects and discover different angles and dimensions.

Project law. The project method refers to the researcher who asks the research object to complete one or more tasks related to the research purpose, such as painting, jigsaw, sorting, classification, etc., in order to obtain the hidden information and ideas of the research object. The advantage of the project approach is that it can break through the superficial answers of the research object and discover the underlying motivations and needs.

The common methods of quantitative research are:

Questionnaire survey. Questionnaire survey refers to the researcher's design of a questionnaire containing multiple questions, which is distributed and recycled to a large number of survey subjects in order to obtain quantitative information and data of the survey subjects. The advantage of questionnaire survey is that it can cover a wide range of research objects, collect a large amount of data, and facilitate statistics and analysis.

experimental method. Experimental method refers to the researcher by controlling some variables, changing other variables, observing and measuring the reaction of the research object, in order to obtain the information and data of the causal relationship of the research object. The advantage of the experimental method is that it can eliminate other interference factors, verify assumptions and theories, and improve the credibility of the data.

Observation method. Observation method refers to the researcher through direct or indirect means, observe and record the behavior and phenomenon of the research object, in order to obtain the objective information and data of the research object. The advantage of the observation method is that it can avoid the subjective deviation of the research object, capture the real situation, and improve the authenticity of the data.

The skills of market research mainly include the following:

Clarify the target group of the survey, select the appropriate sampling method and sample size, and ensure the representativeness and validity of the data.

Combining qualitative and quantitative methods, a variety of data sources and data types are used to ensure the richness and diversity of data.

Design reasonable research questions to avoid guidance, suggestive, fuzzy, duality, etc., to ensure the accuracy and comparability of the data.

Use appropriate data collection and analysis tools, such as questionnaire star, SPSS, Excel, etc., to ensure that the data is standardized and scientific.

Be good at discovering the laws and meanings behind the data, and propose valuableConclusionand recommendations to ensure the usefulness and innovation of the data.

The basic principles and key points of the preparation of the 4. market research questionnaire.

Market research questionnaire is a commonly used data collection tool, the quality of its preparation directly affects the quality and effectiveness of the data. The basic principles and key points of the preparation of the market research questionnaire are as follows:

Follow the purpose of the research. The content and form of the questionnaire should be consistent with the purpose and plan of the survey, avoid irrelevant or repeated questions, and highlight the pertinence and importance of the questionnaire.

Focus on logic and coherence. The structure and sequence of the questionnaire should conform to the thinking of the research object and the logic of the answer, avoid jumping or redundant questions, and reflect the logic and consistency of the questionnaire.

Concise and easy to understand. The language and expression of the questionnaire should be concise and easy to understand, avoid complex or vague questions, and reflect the simplicity and ease of understanding of the questionnaire.

Respect the privacy and wishes of survey subjects. The content and manner of the questionnaire should respect the privacy and wishes of the respondents, avoid overly sensitive or mandatory questions, and reflect the respect and courtesy of the questionnaire.

Pay attention to the aesthetics and specifications of the design. The layout and format of the questionnaire should be beautiful and standardized, easy to fill in and read, avoid messy or wrong questions, and reflect the beauty and specification of the design of the questionnaire.

Market Research Case of 5. Shangpu Consulting

Shangpu Consulting (Shangpu Consulting) is a company specializing in market research and consulting services. Founded in 2010 and headquartered in Beijing, it has an experienced and high-quality market research team to provide customers from all walks of life Comprehensive market research and consulting services. The scope of services of Shangpu Consulting includes market analysis, consumer analysis, competitor analysis, product analysis, brand analysis, channel analysis, marketing strategy analysis, satisfaction analysis, loyalty analysis, etc. The service model of Shangpu Consulting includes customized service, standardized service, subscription service, etc. The service concept of Shangpu Consulting is customer-centered, data-driven, value-oriented, and innovation-driven, to provide customers with professional, efficient and high-quality market research and consulting services.

The following are some market research cases of Champ Consulting:

Market research of an automobile brand. Shangpu Consulting provides a comprehensive market research service for an automobile brand, including analysis of market size, market structure, market trends, market opportunities, market threats, etc., as well as consumer demand, preference, purchase behavior, satisfaction, loyalty, etc., as well as analysis of competitors' strategy, strengths, weaknesses, market share, market impact, etc. Through a variety of data collection methods, such as questionnaires, in-depth interviews, focus groups, experimental methods, observation methods, etc., Shangpu Consulting has collected a large number of first-hand and second-hand data, and used a variety of data analysis methods, such as descriptive analysis, correlation analysis, regression analysis, cluster analysis, factor analysis, etc., to conduct in-depth mining and interpretation of the data, providing customers with a detailed market research report, includes market overview, market analysis, consumer analysis, competitor analysis, market opportunities and threats analysis, market forecasts and recommendations. The market research report of Shangpu Consulting provides strong support and guidance for customers' product development, brand positioning, marketing strategy, market expansion, etc.

Market research of a cosmetic brand. Shangpu Consulting provides a market research service for Chinese female consumers for a cosmetics brand, including the analysis of consumers' cosmetics usage habits, purchase channels, brand awareness, brand preference, brand loyalty and other aspects, as well as the analysis of brand image, positioning, advantages, disadvantages and competitiveness. Shangpu Consulting collected the data of 1000 Chinese female consumers through online questionnaire survey, and used descriptive analysis, cross analysis, cluster analysis, factor analysis and other methods to comprehensively analyze and explain the data. Customers provide an accurate market research report, including consumer analysis, brand analysis, market opportunities and suggestions. The market research report of Shangpu Consulting provides powerful reference and suggestions for customers' brand strategy, product innovation and channel expansion.

Market research for an educational institution. Shangpu Consulting provides a market research service for Chinese parents and students for an educational institution, including the analysis of parents' and students' educational needs, educational choices, educational satisfaction, educational expectations, etc., as well as the market share, market impact and market potential of educational institutions. Through telephone interviews and in-depth interviews, Shangpu Consulting collected data from 500 Chinese parents and students, and used descriptive analysis, correlation analysis, regression analysis, text analysis and other methods to dig and summarize the data in depth, providing customers with a comprehensive market research report, including education demand analysis, education choice analysis, education satisfaction analysis, education expectation analysis, education organization analysis, market opportunities and suggestions, etc. The market research report of Shangpu Consulting provides effective guidance and support for customers' education services, education quality, education marketing, etc.