Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to provide a basis and recommendations for strategic decisions and marketing strategies. Market research is the main way for enterprises to understand the market demand, competitive situation, consumer behavior, market opportunities and other important information, which is of great significance to the development and competition of enterprises. However, there are often some problems in the process of market research, such as unclear objectives, unreasonable plans, inaccurate data, and lack of in-depth analysis, which lead to poor quality and effectiveness of research results, and even waste of resources and mistakes in decision-making. Therefore, how to optimize the process of market research and improve the effect of market research is an important problem facing enterprises.

From the perspective of experts, this paper puts forward a method to optimize the market research process, that is, the "four E" principles, namely: effectiveness, efficiency, economy and scalability. By following these four principles, we can improve the purpose, standardization, scientificity and practicability of market research, so as to enhance the value and level of market research. This paper also combines the actual case of Shangpu Consulting Company to explain how to use the "four E" principle for market research specific steps and skills.

1. Validity Principle

The principle of effectiveness means that the objectives, contents, methods and results of market research must conform to the purpose of the research, be able to effectively solve the research problems, meet the research needs, and achieve the research results. The principle of effectiveness is the basic principle of market research and an important standard to measure the quality of market research. To follow the principle of effectiveness, the following work needs to be done at all stages of market research:

(1) Clear research objectives. Research objectives are the starting point and destination of market research, and are the basis for guiding the direction and scope of market research. The research objectives should be clear, feasible, measurable and relevant, that is, to clarify the problems, objectives, objects, scope and standards of the research, to consider the feasibility and cost-effectiveness of the research, to set quantifiable and evaluable indicators and standards, to adapt to the needs and background of the research. The clarity and rationality of research objectives directly affect the effectiveness of market research.

(2) Development of research programs. The research plan is a specific plan for market research and an action plan for implementing market research. The research plan should include the research methods, tools, processes, timetables, budgets, personnel and other elements. It should be selected and designed according to the research objectives and actual conditions, and the operability and scientificity of the research should be ensured. The rationality and perfection of the research plan directly affects the efficiency and quality of market research.

(3) Collection of data. Data is the basis of market research and the basis for analyzing and explaining market phenomena. The collection of data should follow the principles of objectivity, accuracy, completeness and timeliness, that is, to select appropriate data sources, to ensure the authenticity and validity of the data, to cover all contents and aspects of the survey, and to update and process the data in a timely manner. The quality and quantity of data directly affect the credibility and depth of market research.

(4) Analyze the data. Data analysis is the core of market research and the process of refining and summarizing market information. Data analysis should follow the principles of systematicness, logic, innovation and practicality, that is, to use reasonable analysis methods and techniques, to follow the logic and steps of analysis, to discover and explain the laws and trends behind the data, and to propose valuable and meaningfulConclusionand recommendations. The level and depth of data analysis directly affects the value and level of market research.

2. efficiency principle

The principle of efficiency means that the process, methods and tools of market research must be in line with the efficiency of the research and be able to complete the research tasks and achieve the objectives of the research within limited time and resources. The principle of efficiency is an important principle of market research and an important criterion for measuring the effectiveness of market research. To follow the principle of efficiency, the following work needs to be done at all stages of market research:

(1) Optimize the research process. The research process is the implementation step of market research and the guarantee to ensure the smooth progress of market research. The research process should be optimized for concise, clear and orderly steps to avoid unnecessary duplication and redundancy and improve the speed and quality of research. The optimization of the research process can refer to the standard process of market research, and can also be adjusted and improved according to the characteristics and needs of the research.

(2) Select the research method. The research method is the execution method of market research and the means to obtain market information. The research method should choose the method suitable for the research goal and content, make full use of the existing data and technology, and improve the effect and benefit of the research. The choice of research methods can be distinguished according to the type and purpose of the research, such as qualitative and quantitative research, exploratory and descriptive research, causal and confirmatory research. The choice of research methods can also be distinguished according to the data and techniques of the research, such as first-hand and second-hand data, active and passive acquisition, quantitative and qualitative analysis.

(3) Use of research tools. Research tools are the executive aid of market research and an important means to improve the efficiency and quality of market research. Research tools should use tools suitable for research methods and content, make full use of modern information technology and intelligent technology, and improve the convenience and accuracy of research. The use of research tools can be distinguished according to the stage and function of the research, such as data collection tools, data processing tools, data analysis tools, data presentation tools, etc.

3. economy principle

The economic principle means that the costs and benefits of market research must be in line with the economics of the research, and the maximum output and return can be obtained within the limited input and expenditure. The economic principle is a practical principle of market research and an important criterion for measuring the effectiveness of market research. To follow the economic principles, the following work needs to be done at all stages of market research:

(1) Develop a research budget. Research budget is the economic plan of market research and an important means to control the cost of market research. The research budget should be based on the research objectives and programs, reasonable estimation and allocation of research costs, such as human costs, material costs, technical costs, management costs, etc., to ensure the feasibility and rationality of the research. The formulation of the research budget should consider the scale, complexity, difficulty, risk and other factors of the research, and balance the quality and cost of the research.

(2) Control research expenses. Research expenditure is the economic expenditure of market research and is an important factor affecting the efficiency of market research. Research expenses should be based on the research budget, rational use and conservation of research resources, such as personnel, materials, technology, time, etc., to ensure the efficiency and quality of research. The control of research expenditure should consider the actual situation of research, flexibly adjust and optimize the allocation of research resources, and avoid waste and overspending.

(3) Assessment of research benefits. Research income is the economic income of market research and an important index to measure the value of market research. Research benefits should be based on research objectives and results, reasonable assessment and quantification of the various benefits of research, such as information benefits, knowledge benefits, decision-making benefits, strategic benefits, etc., to ensure the effectiveness and practicality of the research. The assessment of research benefits should consider the impact and consequences of the research, consider the short-term and long-term effects of the research, and compare and analyze the costs and expenses of the research.

4. extensibility principle

The principle of extensibility means that the content and results of market research must be in line with the extensibility of the research, which can provide more possibilities and potential for future research on the basis of meeting the current research needs. The principle of extensibility is the innovative principle of market research, and it is also an important standard to improve the level of market research. To follow the principle of scalability, the following work needs to be done at all stages of market research:

(1) Expand the research content. The research content is the main body of market research and the core of reflecting the current situation and problems of the market. The content of the research should be expanded to multi-dimensional, multi-level, and multi-angle content, covering all aspects and links of the market, such as market demand, market supply, market competition, market opportunities, etc., to ensure the comprehensiveness and depth of the research. The expansion of research content should consider the changes and development of the market, discover and explore new problems and new trends in the market, and combine with the research objectives and background.

(2) Innovation research results. Research results are the product of market research and the carrier for providing market information and suggestions. Research results should be innovative, interesting and useful results, showing new knowledge and new value of the market, such as market analysis, market forecast, market strategy, market plan, etc., to ensure that the research is interesting and practical. The innovation of research results should consider the needs and expectations of the market, provide and recommend new solutions and opportunities in the market, and adapt to the purpose and needs of the research.

(3) Sharing research experience. Research experience is the accumulation of market research, is to improve the ability of market research resources. The research experience should be shared as valuable, meaningful and enlightening experience, and the methods and techniques of market research should be transmitted, such as the process, methods, tools, techniques and cases of market research, so as to ensure the inheritance and development of the research. The sharing of research experience should consider the study and exchange of market research, promote and stimulate the innovation and progress of market research, and coordinate with the level and objectives of research.

Case Analysis of 5. Champ Consulting

Shangpu Consulting is a professional market research and consulting company, providing high-quality market research and consulting services to customers in all walks of life. In the process of market research, Shangpu Consulting followed the "four E" principle, optimized the process of market research, and improved the effect of market research. Here are some specific cases of Champ Consulting:

(1) Conduct market research for an automobile manufacturer. The automaker wants to understand the needs and preferences of car consumers in the Chinese market, as well as the situation and strategies of competitors, and provide reference and suggestions for its entry into the Chinese market. According to the customer's objectives, Shangpu Consulting has formulated a detailed market research plan, including the following contents:

Research objectives: analyze the characteristics, behavior, motivation and satisfaction of automobile consumers in the Chinese market, analyze the market share, product characteristics and marketing strategies of competitors, and put forward automobile products and marketing plans for the Chinese market.

Research methods: Using a combination of quantitative and qualitative research methods, using questionnaires, in-depth interviews, focus groups, mysterious customers and other tools to collect data on car consumers and competitors.

Research process: divided into four stages, namely: 1. to determine the research objectives and plans; 2. design and test research tools; 3. implementation and monitoring of research activities; 4. collection and analysis of research data.

Research budget: According to the scale and complexity of the research, the total budget is 200000 US dollars, of which 40% are human resources, 30% are material costs, 20% are technical costs and 10% are management costs.

According to the research plan, Shangpu Consulting effectively completed the task of market research and obtained the following research results:

Findings: Through the analysis of the survey data, Champ Consulting has come up with the followingConclusionand recommendations:

The needs and preferences of automobile consumers in the Chinese market are mainly affected by the following factors: personal income, family structure, lifestyle, social status, environmental awareness, brand awareness, product quality, price sensitivity, purchase channels, after-sales service, etc.

The needs and preferences of automobile consumers in the Chinese market show the following characteristics: diversification, personalization, high-end, intelligence, greening, and experience.

The situation and strategies of automobile competitors in the Chinese market mainly include the following categories: 1. domestic brands, such as Geely, Changan, BYD, etc., take low price, localization and innovation as the main competitive advantages, and occupy a large share of the middle and low-end market; 2. joint venture brands, such as Volkswagen, Toyota, Honda, etc., take brand, quality and technology as the main competitive advantages, and occupy a large share of the middle and high-end market; 3. imported brands, such as Mercedes-Benz, BMW, Audi, etc., take luxury, taste, and service as their main competitive advantages and occupy a larger share of the high-end market.

In view of the automobile products and marketing plan in the Chinese market, Shangpu Consulting puts forward the following suggestions: 1. is positioned as a high quality, high-performance and high-tech automobile brand to meet the needs and preferences of high-end, intelligent and green in the Chinese market; 2. design and launch automobile products in line with the Chinese market, such as medium-sized cars, medium-sized SUVs, new energy vehicles, etc, in order to meet the diversified, personalized and experiential needs and preferences of the Chinese market, and 3. establish and expand the sales and service network of the Chinese market, such as online and offline purchase channels, professional and humanized after-sales service, so as to meet the needs and preferences of convenience, trust and loyalty in the Chinese market.

(2) Conduct market research for a restaurant chain. The restaurant chain wants to understand the needs and preferences of catering consumers in the US market, as well as the situation and strategies of competitors, and provide reference and suggestions for its entry into the US market. According to the customer's objectives, Shangpu Consulting has formulated a detailed market research plan, including the following contents:

Research objectives: analyze the characteristics, behavior, motivation and satisfaction of catering consumers in the U.S. market, analyze the market share, product characteristics and marketing strategies of competitors, and put forward catering products and marketing plans for the U.S. market.

Research methods: Using a combination of qualitative research and quantitative research, using questionnaires, in-depth interviews, focus groups, mysterious customers and other tools to collect relevant data on catering consumers and competitors.

Research process: divided into four stages, namely: 1. to determine the research objectives and plans; 2. design and test research tools; 3. implementation and monitoring of research activities; 4. collection and analysis of research data.

Research budget: According to the scale and complexity of the research, the total budget is 300000 US dollars, of which 40% are human resources, 30% are material costs, 20% are technical costs and 10% are management costs.

According to the research plan, Shangpu Consulting effectively completed the task of market research and obtained the following research results:

Findings: Through the analysis of the survey data, Champ Consulting has come up with the followingConclusionand recommendations:

The needs and preferences of food and beverage consumers in the U.S. market are mainly affected by the following factors: personal health, family income, pace of life, eating habits, cultural background, social needs, brand influence, product quality, price sensitivity, purchase channels, service quality, etc.

The needs and preferences of catering consumers in the American market show the following characteristics: diversification, health, convenience, rapidity, socialization, and experience.

The situations and strategies of catering competitors in the American market are mainly as follows: 1. fast food brands, such as McDonald's, KFC, Burger King, etc., take up most of the market share with low price, speed and convenience as their main competitive advantages; 2. Chinese food brands, such as Panda Fast Food, Chen Ji Restaurant, Little Sheep, etc., take up a certain market share with characteristics, deliciousness and benefits as their main competitive advantages; 3. other catering brands, such as Starbucks, Salad Cool, Vegetarian, etc., take innovation, health, and personality as the main competitive advantages and occupy a certain market share.

In view of the catering products and marketing plans in the American market, Shangpu Consulting puts forward the following suggestions: 1. positioning as a high quality, high-nutrition, high-taste catering brand to meet the diversified, healthy, and experiential needs and preferences of the American market; 2. design and launch catering products that meet the American market, such as hamburgers, pizzas, salads, sushi, etc, in order to meet the needs and preferences of the convenience, rapidity and socialization of the US market, and 3. establish and expand the sales and service network of the US market, such as the combination of online and offline purchase channels, professional and humanized after-sales service, so as to meet the trust, loyalty and satisfaction needs and preferences of the US market.

6. epilogue

Market research is an important basis for enterprises to make strategic decisions and marketing strategies, but there are often some problems in the process of market research, resulting in poor quality and effectiveness of research results. From the perspective of experts, this paper puts forward a method to optimize the market research process, that is, the "four E" principles, namely: effectiveness, efficiency, economy and scalability. By following these four principles, we can improve the purpose, standardization, scientificity and practicability of market research, so as to enhance the value and level of market research. This paper also combines the actual case of Shangpu Consulting Company to explain how to use the "four E" principles for market research specific steps and techniques. It is hoped that this paper can provide some reference and inspiration for practitioners and learners of market research.