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Champ Consulting: Norms and Standards for Market Research

2024-07-18 15:14:43 来源：尚普咨询浏览量：0

一、市场调研的基本流程

市场调研的基本流程一般包括以下六个步骤：

定义问题。明确要描述什么问题，解决什么问题，研究什么内容。在不同的产品生命周期阶段，所需要研究的内容和定义的问题有所不同，例如，在立项阶段，主要研究市场可行性，目标消费者，创意概念形成；在新品开发阶段，主要研究新产品设计，概念、外观、功能、用户体验等；在新品上市阶段，主要研究包装，价格，渠道，促销等；在产品上市后阶段，主要研究品牌，消费者，渠道，广告，产品改进，推广等。

确定结果精度。根据问题的重要性和复杂性，确定数据的可信度和误差范围。一般来说，数据的可信度和误差范围与样本的大小和代表性有关，样本越大，越能反映总体的特征，误差越小。但是，样本的大小也受到时间和成本的限制，因此，需要在可信度和误差范围之间做出合理的权衡。

收集数据。根据问题的性质和目的，选择合适的数据来源和收集方法。数据来源一般分为二手数据和一手数据，二手数据是指已经存在的数据，如政府统计数据，行业报告，专业杂志，网络信息等，一手数据是指为了解决特定问题而专门收集的数据，如问卷调查，访谈，观察，实验等。数据收集方法的选择要考虑数据的质量，数量，可用性，及时性，成本等因素。

分析和解释。对收集到的数据进行整理，分类，编码，汇总，统计，分析，解释，得出Conclusion。数据分析的方法有多种，如描述性分析，推断性分析，相关性分析，回归分析，因子分析，聚类分析，判别分析等。数据分析的目的是从数据中提取有用的信息，发现数据的规律和趋势，验证假设和理论，解释数据的含义和意义，为决策提供依据。

得出Conclusion。根据数据分析的结果，对问题进行回答，对现象进行解释，对策略进行建议，对未来进行预测。Conclusion要清晰，准确，客观，有说服力，避免模糊，武断，主观，片面的表述。Conclusion要与问题相一致，与数据相符合，与逻辑相吻合，与现实相贴近。

Conclusion应用。将Conclusion用于解决问题，制定决策，指导行动，改进效果。Conclusion的应用是市场调研的最终目的，也是检验市场调研质量和效果的重要标准。Conclusion的应用要及时，全面，灵活，创新，不断跟踪，评估，反馈，调整。

二、市场调研的方法和技巧

市场调研的方法和技巧主要涉及到数据收集和数据分析两个方面，以下分别介绍：

（一）数据收集的方法和技巧

数据收集的方法一般分为定性方法和定量方法，定性方法主要用于收集深层次的数据，如消费者的态度，动机，偏好，感受等，定量方法主要用于收集广泛的数据，如消费者的行为，特征，数量，比例等。常用的数据收集方法有以下几种：

问卷调查。问卷调查是一种通过向被调查者提供一系列的问题，让其自行或在指导下回答，以获取数据的方法。问卷调查的优点是覆盖面广，成本低，速度快，操作简单，数据易于处理，适用于定量研究。问卷调查的缺点是回收率低，数据质量受被调查者的诚实度，理解度，配合度等因素的影响。

焦点小组。焦点小组是指调研者邀请6-12名具有相似特征或经验的调研对象，进行一次集体的、半结构化的、有主题的讨论，以获取调研对象的多样化的信息和观点。焦点小组的优点是可以激发调研对象的互动和交流，发现不同的角度和维度。

项目法。项目法是指调研者让调研对象完成一项或多项与调研目的相关的任务，如绘画、拼图、排序、分类等，以获取调研对象的隐性的信息和想法。项目法的优点是可以突破调研对象的表面的回答，发现潜藏的动机和需求。

定量调研的常用方法有：

问卷调查。问卷调查是指调研者通过设计一份包含多个问题的问卷，向大量的调研对象发放和回收，以获取调研对象的量化的信息和数据。问卷调查的优点是可以覆盖广泛的调研对象，收集大量的数据，便于统计和分析。

实验法。实验法是指调研者通过控制一些变量，改变另一些变量，观察和测量调研对象的反应，以获取调研对象的因果关系的信息和数据。实验法的优点是可以排除其他干扰因素，验证假设和理论，提高数据的可信度。

观察法。观察法是指调研者通过直接或间接的方式，观察和记录调研对象的行为和现象，以获取调研对象的客观的信息和数据。观察法的优点是可以避免调研对象的主观偏差，捕捉真实的情况，提高数据的真实性。

市场调研的技巧主要包括以下几点：

明确调研的目标群体，选择合适的抽样方法和样本量，保证数据的代表性和有效性。

结合定性和定量的方法，采用多种数据来源和数据类型，保证数据的丰富性和多样性。

设计合理的调研问题，避免引导性、暗示性、模糊性、双重性等，保证数据的准确性和可比性。

采用适当的数据收集和分析工具，如问卷星、SPSS、Excel等，保证数据的规范性和科学性。

善于发现数据背后的规律和意义，提出有价值的Conclusion和建议，保证数据的实用性和创新性。

四、市场调研问卷编制的基本原则和要点

市场调研问卷是一种常用的数据收集工具，其编制的质量直接影响着数据的质量和效果。市场调研问卷编制的基本原则和要点主要有以下几点：

遵循调研目的。问卷的内容和形式应该与调研的目的和方案相一致，避免无关的或重复的问题，突出问卷的针对性和重要性。

注重逻辑性和连贯性。问卷的结构和顺序应该符合调研对象的思维和回答的逻辑，避免跳跃的或冗余的问题，体现问卷的逻辑性和连贯性。

简明扼要，易于理解。问卷的语言和表达应该简洁明了，易于理解，避免复杂的或模糊的问题，体现问卷的简明扼要和易于理解。

尊重调研对象的隐私和意愿。问卷的内容和方式应该尊重调研对象的隐私和意愿，避免过于敏感的或强制性的问题，体现问卷的尊重和礼貌。

注意设计的美观和规范。问卷的版面和格式应该美观和规范，易于填写和阅读，避免杂乱的或错误的问题，体现问卷的设计的美观和规范。

五、尚普咨询的市场调研案例

尚普咨询（Shangpu Consulting）是一家专业从事市场调研和咨询服务的公司，成立于2010年，总部位于北京，拥有一支经验丰富、专业素质高的市场调研团队，为各行各业的客户提供全方位的市场调研和咨询服务。尚普咨询的服务范围包括市场分析、消费者分析、竞争对手分析、产品分析、品牌分析、渠道分析、营销策略分析、满意度分析、忠诚度分析等。尚普咨询的服务模式包括定制化服务、标准化服务、订阅化服务等。尚普咨询的服务理念是以客户为中心，以数据为驱动，以价值为导向，以创新为动力，为客户提供专业、高效、优质的市场调研和咨询服务。

以下是尚普咨询的一些市场调研案例：

某汽车品牌的市场调研。尚普咨询为某汽车品牌提供了一项全面的市场调研服务，包括市场规模、市场结构、市场趋势、市场机会、市场威胁等方面的分析，以及消费者的需求、偏好、购买行为、满意度、忠诚度等方面的分析，以及竞争对手的战略、优势、劣势、市场份额、市场影响等方面的分析。尚普咨询通过多种数据收集方法，如问卷调查、深度访谈、焦点小组、实验法、观察法等，收集了大量的一手和二手数据，并运用多种数据分析方法，如描述性分析、相关性分析、回归分析、聚类分析、因子分析等，对数据进行了深入的挖掘和解读，为客户提供了一份详尽的市场调研报告，包括市场概况、市场分析、消费者分析、竞争对手分析、市场机会和威胁分析、市场预测和建议等内容。尚普咨询的市场调研报告为客户的产品开发、品牌定位、营销策略、市场拓展等提供了有力的支持和指导。

某化妆品品牌的市场调研。尚普咨询为某化妆品品牌提供了一项针对中国女性消费者的市场调研服务，包括消费者的化妆品使用习惯、购买渠道、品牌认知、品牌偏好、品牌忠诚度等方面的分析，以及品牌的形象、定位、优势、劣势、竞争力等方面的分析。尚普咨询通过在线问卷调查的方法，收集了1000名中国女性消费者的数据，并运用描述性分析、交叉分析、聚类分析、因子分析等方法，对数据进行了综合的分析和解释，为客户提供了一份精准的市场调研报告，包括消费者分析、品牌分析、市场机会和建议等内容。尚普咨询的市场调研报告为客户的品牌策略、产品创新、渠道拓展等提供了有力的参考和建议。

某教育机构的市场调研。尚普咨询为某教育机构提供了一项针对中国家长和学生的市场调研服务，包括家长和学生的教育需求、教育选择、教育满意度、教育期望等方面的分析，以及教育机构的市场份额、市场影响、市场潜力等方面的分析。尚普咨询通过电话访谈和深度访谈的方法，收集了500名中国家长和学生的数据，并运用描述性分析、相关性分析、回归分析、文本分析等方法，对数据进行了深度的挖掘和总结，为客户提供了一份全面的市场调研报告，包括教育需求分析、教育选择分析、教育满意度分析、教育期望分析、教育机构分析、市场机会和建议等内容。尚普咨询的市场调研报告为客户的教育服务、教育质量、教育营销等提供了有效的指导和支持。

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