Purpose and object of market research

The purpose of market research is to provide valuable market information for enterprises, help enterprises understand the current situation and trends of the market, identify market opportunities and problems, formulate and evaluate market strategies and marketing strategies, and improve the scientific and effective market decision-making. The objects of market research mainly include market demand, market size, market structure, market competition, market segmentation, market positioning, market segmentation, market forecast, market potential, market risk, market opportunity, market problem, market strategy, marketing, etc.

Content and process of market research

The content and process of market research generally include the following steps:

Determine the objectives and scope of market research, clarify the problems and assumptions of market research, and formulate plans and programs for market research;

Collect data and information required for market research, select appropriate data sources and research channels, and adopt reasonable data collection and processing methods;

Analyze and interpret market research data and information, and use appropriate data analysis and presentation methods to arrive at market research data.Conclusionand recommendations;

Write and report the results and opinions of market research, convey the value and significance of market research to the decision makers and relevant personnel of the enterprise, and provide basis and support for the market decision-making of the enterprise.

The Necessity and Feasibility of Market Research Method Innovation

The necessity of market research method innovation mainly stems from the change of market environment and the diversification of consumer demand, which brings new challenges and opportunities to the market research of enterprises. On the one hand, the changes in the market environment include the globalization, networking, digitization, intelligence, personalization, socialization, and ecology of the market. These changes make the market more complex, dynamic, uncertain and diverse, and require the market research of enterprises. It can reflect the actual situation of the market in a timely, accurate, comprehensive and in-depth manner, adapt to the changing trend of the market, and grasp the development direction of the market. On the other hand, the diversification of consumer needs includes consumer demand levels, demand types, demand characteristics, demand expression, demand satisfaction, etc. These diversification makes consumers more active, rational, emotional, innovative and social, and requires companies. Market research can fully, effectively, meticulously and deeply understand the real needs of consumers, and meet consumers' personalized, differentiated, diversified and high-quality needs.

The feasibility of market research method innovation mainly comes from the progress and innovation of science and technology, which provides new tools and means for the market research of enterprises. On the one hand, the progress and innovation of science and technology include big data, artificial intelligence, cloud computing, Internet of Things, block chain, 5G, VR/AR, etc. These progress and innovation make the data sources of market research more abundant, diverse, real-time and accurate, the data processing of market research is faster, more intelligent, more efficient and accurate, and the data analysis of market research is more in-depth, extensive, comprehensive and innovative, the data of market research is more intuitive, vivid, interactive and immersive. On the other hand, the progress and innovation of science and technology also include new platforms, channels, modes and forms of market research, such as online research, mobile research, social research, game research, crowdsourcing research, co-creation research, etc. These progress and innovation make the objects of market research more extensive, diversified, active and involved, and the process of market research is more flexible, convenient, open and collaborative, the results of market research are richer, more interesting, practical and valuable.

Suggestions and examples of market research method innovation

According to the purpose, object, content and process of market research, this paper puts forward the following suggestions and examples of market research method innovation:

Adopt diversified data sources and research channels to improve data coverage and participation in market research. For example, the use of diversified data sources can collect subjective and objective, explicit and implicit, direct and indirect data and information of the market and consumers from different angles and levels, increase the amount and quality of market research data, and improve the validity and credibility of market research data. Using diversified research channels, we can use different media and forms, such as telephone, email, website, APP, WeChat, microblog, QQ, video, picture, audio, questionnaire, interview, observation, experiment, game, etc., to carry out diversified communication and interaction with the market and consumers, increase the number and types of market research objects, and improve the participation and satisfaction of market research objects.

The use of qualitative and quantitative analysis methods to improve the depth and breadth of market research analysis. For example, by using qualitative analysis methods, we can deeply explain, understand, evaluate and criticize the data and information of the market and consumers through text analysis, content analysis, discourse analysis, narrative analysis, case analysis, comparative analysis, etc., reveal the internal logic, motivation, value and significance of the market and consumers, and provide more profound, detailed and rich analysis results for market research. The use of quantitative analysis methods, through statistical analysis, mathematical analysis, economic analysis, network analysis, system analysis, etc., the market and consumer data and information for accurate measurement, measurement, estimation and prediction, to reveal the market and consumer external laws, relations, influence and effect, to provide more extensive, objective and scientific analysis results for market research.

Build a dynamic and interactive research model to improve the flexibility and effectiveness of market research. For example, the construction of a dynamic research model can adjust the objectives, scope, content and process of market research in a timely manner according to market changes and consumer feedback, so that market research can adapt to market uncertainty and variability, and improve the flexibility and agility of market research. The construction of interactive research mode can carry out two-way communication and cooperation with the market and consumers, jointly determine the problems and assumptions of market research, jointly collect and analyze the data and information of market research, and jointly write and report the results and opinions of market research, so that market research can enhance the sense of participation and belonging of the market and consumers, and improve the effectiveness and value of market research.

Conclusion

Market research is an important means for enterprises to obtain market information and formulate market strategies, and the innovation of market research methods is a necessary and feasible choice for enterprises to adapt to the changes of market environment and the diversification of consumer demand. This paper analyzes the necessity and feasibility of market research method innovation from the four aspects of the purpose, object, content and process of market research, and puts forward some suggestions and examples of market research method innovation, including the use of big data and artificial intelligence technology, the use of diversified data sources and research channels, the use of qualitative and quantitative analysis methods, and the construction of dynamic and interactive research model. This paper hopes to provide some reference and enlightenment for the market research of enterprises, help enterprises seize the opportunities and challenges of the market, and enhance the market competitiveness and profitability.