1. experimental method

1. Definition

The experimental method is a market research method that infers causality by controlling variables and observing changes in dependent variables. Experimental methods are usually divided into laboratory experiments and field experiments. Laboratory experiments are carried out in an artificially set environment, and field experiments are carried out in a natural environment.

2. Characteristics

The main features of the experimental method are the following:

The experimental method can effectively control the external interference factors and improve the credibility of the causal relationship.

The experimental method can simulate different market situations, test different market strategies, and provide a basis for decision-making.

The experimental method can eliminate the selection bias and improve the representativeness of the experiment by randomly assigning the experimental objects.

The experimental method can test the stability and consistency of the experimental results by repeating the experiment.

3. Advantages and disadvantages

The main advantages of the experimental method are the following:

The experimental method can directly infer the causal relationship, not just describe the correlation, and has a high explanatory power.

The experimental method can improve the effectiveness of the experiment by controlling variables and eliminating confounding factors.

The experimental method can control the cost and time of the experiment and improve the efficiency of the experiment through the experimental design.

The main disadvantages of the experimental method are the following:

The experimental method may have an experimental effect, I .e., the subject changes his or her behavior by knowing that he or she is involved in the experiment, affecting the authenticity of the experiment.

The experimental method may have experimental bias, I .e. the experimenter affects the objectivity of the experiment due to his own expectations or attitudes.

The experimental method may have experimental extrapolation, that is, whether the experimental results can be applied and popularized under different conditions such as time, place and population, which affects the universality of the experiment.

4. Applicable Scenarios

The experimental method is applicable to the following scenarios:

When causality needs to be determined, for example, the impact of a certain advertising method on sales, or the impact of a certain promotion on consumer satisfaction, needs to be determined.

When different market strategies need to be tested, for example, the impact of different prices, packaging, brands, etc. on market reaction, or the impact of different channels, distribution, services, etc. on market share.

When different market situations need to be simulated, for example, the impact of competitors' behavior, policy changes, technological innovations, etc. on the market needs to be simulated, or the impact of consumers' needs, preferences, psychology, etc. on the market needs to be simulated.

5. Operation steps

The operating steps of the experimental method mainly include the following steps:

Determine the purpose and hypothesis of the experiment, that is, to clarify the problem to be studied and the expected results of the experiment.

Design the experimental scheme, that is, determine the type of experiment, variables, objects, methods, indicators, etc.

Execute the experimental plan, that is, collect and record the experimental data according to the experimental scheme.

Analysis of experimental results, I .e., the use of statistical analysis methods to test experimental hypotheses and derive experimentalConclusion。

Write an experimental report, I .e. summarize the purpose, scheme, results of the experiment in a standardized format,ConclusionWait.

2. observation method

1. Definition

Observation is a method of market research that describes and explains market phenomena by collecting and analyzing existing data. Observation methods are usually divided into direct observation and indirect observation. Direct observation is a method of collecting data by directly observing market behavior and events. Indirect observation is a method of collecting data through indirect access to market records and documents.

2. Characteristics

The main features of the observation method are the following:

The observation method can use existing data and reduce the cost and time of data collection.

The observation method can obtain a large amount of data and improve the richness and diversity of the data.

The observation method can avoid experimental effects and experimental deviations, and improve the authenticity and objectivity of the data.

The observation method can reflect the history and current situation of the market and improve the timeliness and practicality of the data.

3. Advantages and disadvantages

The advantages of the observation method are mainly the following:

The observation method can save the cost and time of data collection and improve the efficiency of data utilization.

The observation method can obtain a large amount of data and improve the depth and breadth of data analysis.

The observation method can avoid experimental effects and experimental deviations, and improve the authenticity and objectivity of the data.

The observation method can reflect the history and current situation of the market and improve the timeliness and practicality of the data.

The shortcomings of the observation method are mainly the following:

The observation method cannot directly infer causality, but can only describe correlations and has low explanatory power.

The observation method cannot control external interference factors, and there may be confounding factors that reduce the validity of the data.

The observation method cannot simulate different market situations, but only reflects existing market phenomena, which limits the innovation and forward-looking nature of the data.

4. Applicable Scenarios

The observation method is applicable to the following scenarios:

When market phenomena need to be described and explained, for example, the size, structure, trends, changes, etc. of the market need to be described and explained, or the characteristics, behaviors, attitudes, satisfaction, etc. of consumers need to be described and explained.

When it is necessary to collect and analyze existing data, for example, it is necessary to collect and analyze competitor data, policy data, technical data, etc., or it is necessary to collect and analyze consumer data, channel data, sales data, etc.

When it is necessary to avoid experimental effect experimental deviation, improve the authenticity and objectivity of the data.

When it is necessary to reflect the history and current situation of the market, for example, it is necessary to reflect the development process of the market, existing problems, future opportunities, etc., or it is necessary to reflect changes in consumer demand, satisfaction evaluation, loyalty building, etc.

5. Operation steps

The operation steps of the observation method mainly include the following steps:

Determine the purpose and scope of the observation, I .e., clarify the issues to be studied and the data involved.

Design observation scheme, that is, to determine the type, source, method, index, etc. of observation.

Implement the observation plan, I .e. collect and record observation data according to the observation plan.

Analysis of observations, I .e. the use of statistical analysis methods to describe and interpret observations and market phenomena.

Writing an observation report, I .e. summarizing the purpose, scheme, results, phenomena, etc. of the observation in a standardized format.

Comparison and Combination of 3. Experiment and Observation

1. Comparison

The experimental method and the observation method are two different methods of market research, each of which has advantages and disadvantages, is suitable for different scenarios, and has different values. The following is a comparison of the experimental and observational methods:

Method Definition Features Advantages Disadvantages Applicable Scenarios

The experimental method can control external interference factors by controlling variables and observing the changes of dependent variables, so as to infer causality. Can simulate different market situations; Experimental objects can be randomly assigned; Repeated experiments can directly infer causality; Confounding factors can be excluded; The cost and time of controlled experiments may have experimental effects; There may be experimental deviations; There may be experimental extrapolation that needs to determine causality; need to test different market strategies; need to simulate different market scenarios

Observation method can use existing data to describe and explain market phenomena by collecting and analyzing existing data. Can obtain a large amount of data; Can avoid experimental effects and experimental deviations; Can reflect the history and current situation of the market can save the cost and time of data collection; Can obtain a large amount of data; Can improve the authenticity and objectivity of data; Can reflect the timeliness and practicality of the market and cannot directly infer causal relationships; failure to control external disruptors; inability to simulate different market scenarios; need to describe and explain market phenomena; need to collect and analyze existing data; need to avoid experimental effects and experimental biases; need to reflect the history and current state of the market

2. Combination

Experimental and observational methods are not mutually exclusive, but can complement and combine each other. In actual market research, it is often necessary to use both experimental and observational methods to achieve better results. The following is a combination of experimental and observational methods:

Before the experiment, relevant data can be collected by observation in order to determine the purpose of the experiment, assumptions, variables, objects, etc., to improve the pertinence and feasibility of the experiment.

In the experiment, the data of the experiment can be collected by observation in order to analyze, test,Conclusionand so on, improve the accuracy and effectiveness of the experiment.

After the experiment, the follow-up data of the experiment can be collected by observation, so as to evaluate, improve and popularize the experiment, and improve the stability and universality of the experiment.

The Case of 4. Champ Consulting

Shangpu Consulting is a professional market research consulting company with rich market research experience and methods to provide customers with high-quality market research services. The following are some of the examples of Champ Consulting's use of experimental and observational methods:

1. The case of the experimental method.

Champ Consulting provided market research services for an emerging e-commerce platform to help it test the impact of different pricing strategies on sales. Champu Consulting uses a field experiment method to randomly divide platform users into three groups, give different price levels, and then observe the changes in sales of different groups to infer the impact of different pricing strategies on sales. The experimental results of Shangpu Consulting show that the best pricing strategy for the platform is to use dynamic pricing, that is, to adjust prices in real time according to user needs, preferences, behavior and other factors, thereby increasing sales and profits.

Champs Consulting provided market research services for a well-known cosmetics brand to help it test the impact of different advertising methods on brand image. Shangpu Consulting adopts the method of laboratory experiment, randomly divides the target consumers of the brand into two groups, and gives different advertising methods, one group is traditional TV advertising, the other group is innovative social media advertising, and then observes the changes of brand image of different groups, so as to infer the influence of different advertising methods on brand image. The experimental results of Shangpu Consulting show that the best way for brands to advertise is to use social media advertising, that is, to use the interactive, personalized, and influential characteristics of social media to improve brand awareness, favorability, and loyalty.

2. The case of observation method

Champu Consulting provides market research services to a leading automobile manufacturer to help it describe and explain the current situation and trends in the Chinese market. Shangpu Consulting adopted the method of indirect observation to collect and analyze relevant data of the Chinese market, including automobile sales, market share, competitors, policies and regulations, technological innovation, etc., so as to describe and explain the scale, structure, changes and opportunities of the Chinese market. The observation results of Shangpu Consulting show that the Chinese market is a huge, complex, dynamic and potential market. Automakers need to formulate appropriate market strategies according to the characteristics of the Chinese market to adapt to market needs and changes.

Champ Consulting provided market research services to a well-known restaurant chain to help it describe and explain consumer behavior and attitudes. Champ Consulting uses a direct observation method to collect and analyze data on consumer behavior and attitudes in restaurants, including consumer ordering, dining, payment, and evaluation, to describe and explain consumer needs, preferences, satisfaction, and loyalty. The observation results of Shangpu Consulting show that consumer behavior and attitudes are affected by many factors, including restaurant environment, service, dishes, prices, etc. Catering chain brands need to formulate appropriate catering strategies according to the characteristics of consumers. Improve consumer satisfaction and loyalty.

5. Conclusion

Market research is one of the core businesses of Shangpu Consulting, which aims to help customers understand market demand, competitive situation, consumer behavior, etc., so as to formulate effective market strategies. The methods of market research are divided into two main categories: experimental and observational. The experimental method is a method of inferring causality by controlling variables and observing changes in dependent variables. The observational method is a method of describing and explaining market phenomena by collecting and analyzing existing data. The experimental method and the observation method have their own advantages and disadvantages, which are suitable for different scenarios and have different values. In actual market research, it is often necessary to use both experimental and observational methods to achieve better results. Shangpu Consulting has a wealth of market research experience and methods, to provide customers with high-quality market research services, combined with experimental and observation methods, to provide customers with professional market analysis and advice.