Market research refers to the collection, collation, analysis and interpretation of market-related information through scientific methods to help companies understand market conditions, discover market opportunities, formulate market strategies, evaluate market effects, and solve market problems. The purpose of market research is to improve the market competitiveness of enterprises, meet the needs of consumers, and achieve the goals of enterprises.

The types of market research can be classified according to different criteria, and the common classification methods are as follows:

According to the timeliness of the research, it can be divided into regular research and irregular research. Regular research refers to research conducted according to a certain time period, such as monthly, quarterly, annual, etc., mainly used to monitor market changes and trends, evaluate the effectiveness of market strategies, adjust market plans, etc. Irregular research refers to research based on specific events or issues, such as the development of new products, the development of new markets, the emergence of new competitors, etc., mainly used to explore market opportunities and threats, formulate market strategies, and solve market problems Wait.

According to the content of the research, it can be divided into market demand research, market supply research, market environment research and market behavior research. Market demand research refers to the research on the needs, preferences, motivations and attitudes of potential or real consumers in the market, which is mainly used to understand consumers' willingness and ability to buy, predict market demand and demand structure, and formulate product positioning and differentiation strategies. Market supply research refers to the research on the supply capacity, supply structure and supply strategy of existing or potential competitors in the market, which is mainly used to understand the advantages and disadvantages of competitors, analyze the balance of supply and demand and the relationship between supply and demand in the market, and formulate competition strategies and cooperation strategies. Market environment research refers to the investigation of the political, economic, social, technical, legal, ecological and other external environmental factors in which the market is located. It is mainly used to understand the development trend and development potential of the market, identify market opportunities and threats, and formulate adaptive strategies and preventive strategies. Market behavior research refers to the research on the behavior patterns, behavior influencing factors and behavior consequences of various subjects in the market, which is mainly used to understand the operation mechanism and efficiency of the market, evaluate the effect and satisfaction of the market, and improve the service and management of the market.

According to the method of research, it can be divided into qualitative research and quantitative research. Qualitative research refers to the collection and analysis of subjective data in an unstructured or semi-structured way to gain an in-depth understanding of market phenomena and problems and to explore the causes and significance of the market. Quantitative research is the collection and analysis of more objective data in a structured or standardized manner to describe and explain market characteristics and relationships, validate market assumptions andConclusionA kind of research method, commonly used techniques are questionnaire survey, experimental method, mathematical statistics and so on.

The typical process and steps of market research are as follows:

The first step is to identify research questions. Research questions refer to the theme and scope of research, the starting point and destination of research, and the core and soul of research. The determination of research problems needs to be clear, clear and specific, not vague, general and abstract. There are several methods to determine the research problems:(1) analyze the objectives and strategies of the enterprise and find out the problems and difficulties related to the market;(2) collect and analyze the relevant internal and external information to find out the opportunities and threats of the market;(3) conduct exploratory research to deeply understand the current situation and background of the market and find out the needs and pain points of the market;(4) Consult and solicit the opinions of experts and stakeholders inside and outside the enterprise to find out the focus and focus of the market.

The second step is to design a research plan. The research plan refers to the specific research plan formulated to achieve the research objectives, is the action plan of the research, and is the framework and structure of the research. The following aspects need to be considered in designing the research plan:(1) determining the data source, I .e. selecting first-hand data or second-hand data, or combining both;(2) designing the research content, I .e. determining the specific problems and indicators of the research, as well as the assumptions and expectations of the research;(3) selecting the research method, I .e. selecting qualitative research or quantitative research, or combining both, as well as specific research techniques and tools;(4) Determine the research object and sample, that is, determine the overall and individual research, as well as the sampling method and capacity;(5) Formulate the research schedule, that is, determine the starting and ending time of the research and the time arrangement of each stage;(6) Budget the cost of the research, that is, determine the total cost of the research and the cost allocation of each link.

The third step is to collect data. Data refers to the information related to the research problem, which is the basis and basis of the research, and the input and output of the research. The following points should be paid attention to when collecting data:(1) to ensure the quality of data, that is, the data should have validity, accuracy, reliability and consistency, and avoid data deviation and error;(2) to ensure the quantity of data, that is, the data should be sufficient, representative and comparable, and avoid data deficiency and redundancy;(3) to ensure the timeliness of data, that is, the data should reflect the latest market conditions, avoid outdated and lagging data;(4) Ensure data security, that is, data must comply with relevant laws and ethics, and avoid data leakage and abuse.

The fourth step is to analyze the data. Data analysis refers to the processing, sorting, summarizing, summarizing, interpreting and evaluating of the collected data through logical reasoning, mathematical operations, statistical methods, etc., in order to extract valuable information, discover meaningful laws, and draw usefulConclusionof the process. Data analysis needs to pay attention to the following points:(1) choose the appropriate analysis method, that is, according to the type, characteristics and purpose of the data, choose qualitative analysis or quantitative analysis, or a combination of the two, as well as specific analysis techniques and tools;(2) use effective analysis techniques, that is, according to the distribution, relationship and change of the data, use descriptive analysis, inferential analysis, causal analysis, etc, as well as charts, indicators, models, etc.;(3) follow the principles of scientific analysis, that is, according to the objectivity, systematicness and logic of the data, follow the facts as the basis, cause and effect as the program, the combination of induction and deduction, the coordination of analysis and synthesis, etc.

Step 5: Write a report. Research report refers to the process, results, and,Conclusionand suggestions, etc., in written form, systematically, completely, clearly and concisely presented documents. The following points need to be paid attention to when writing a report:(1) Follow the structure of the report, that is, according to the title,AbstractCatalogue,Text, appendix, etc., and organize the content and format of the report;(2) Follow the style of the report, that is, express the language and text of the report according to the requirements of objectivity, professionalism, standardization, conciseness, etc.;(3) Follow the requirements of the report, that is, according to the specific conditions of the research objectives, research objects, research methods, etc., highlight the key points and highlights of the report, and provide the basis and evidence for the report, give the reportConclusionand recommendations, etc.

To better illustrate the process and steps of market research, the following is an analysis of a real-world case study from Champ Consulting. Shangpu Consulting Company is a company specializing in market research and consulting services. It has many years of industry experience and professional team to provide customized solutions for customers in all walks of life. One of the customers was a well-known car manufacturer that wanted to develop a new electric car to meet the demands of the market and the challenges of competition. Champ Consulting conducted a comprehensive market research for the client, with the following processes and steps:

The first step is to identify research questions. Through communication and consultation with customers, Shangpu Consulting Company has made it clear that the main questions of the research are: what is the current situation and development trend of the electric vehicle market? What are the needs and preferences of electric vehicle consumers? What are the competitors and competitive strategies of electric vehicles? What are the market opportunities and threats of electric vehicles? What should be the market strategy and positioning of electric vehicles?

The second step is to design a research plan. According to the research problems, Shangpu Consulting Company has formulated the following research plan:(1) data source: the combination of first-hand data and second-hand data is mainly from questionnaires and interviews, and second-hand data are mainly from the Internet, newspapers, books, reports, etc. (2) research content: according to the research problems, the following research indicators and assumptions are designed: the scale, growth rate, structure and distribution of the electric vehicle market; the characteristics, motivation, attitude and satisfaction of electric vehicle consumers; the number, share, advantages and disadvantages of electric vehicle competitors; the source, degree and impact of opportunities and threats in the electric vehicle market; the objectives, positioning, differentiation and combination of the electric vehicle market;(3) research methods: (4) Research objects and samples: the research objects mainly include potential consumers, existing consumers, competitors and experts of electric vehicles, etc. The sampling method of stratified random sampling and convenient sampling are adopted, the size of the sample is determined as 500, 100, 50, 10, etc. according to different research objects and methods. (5) Research schedule: the total time of the research is 3 months, of which, the first month is data collection and collation, the second month is data analysis and interpretation, and the third month is report writing and submission;(6) Research cost: the total cost of the research is 100000 US dollars, among them, data collection and collation accounted for 30%, data analysis and interpretation accounted for 40%, and report writing and submission accounted for 30%.

The third step is to collect data. According to the research plan, Shangpu Consulting Company has collected a large amount of data through different channels and methods, including:(1) relevant data of electric vehicle market, such as market scale, growth rate, structure, distribution, etc., mainly from second-hand data of network, newspapers, books, reports, etc.;(2) relevant data of electric vehicle consumers, such as characteristics, motivation, attitude, satisfaction, etc, it mainly comes from the first-hand data of questionnaire survey and interview;(3) the relevant data of electric vehicle competitors, such as quantity, share, advantages and disadvantages, mainly comes from the second-hand data of network, newspapers, books, reports, etc., as well as the first-hand data of interview and focus group;(4) the relevant data of opportunities and threats of electric vehicle market, such as source, degree, influence, etc, mainly from the network, newspapers, books, reports and other second-hand information, as well as interviews and focus groups of first-hand information;(5) the electric vehicle market strategy and positioning of the relevant data, such as objectives, positioning, differentiation, combination, etc., mainly from the experimental method of first-hand information, as well as expert opinions and suggestions.

The fourth step is to analyze the data. According to the types and characteristics of the data, Shangpu Consulting Company adopted different analysis methods and techniques, and obtained the following analysis results:(1) The current situation and development trend of the electric vehicle market: The electric vehicle market is a fast-growing market. It is expected that in the next few years, the sales volume and proportion of electric vehicles will continue to rise, and the technology and performance of electric vehicles will also continue to improve, the price and cost of electric vehicles will gradually decrease, the brands and types of electric vehicles will be more diversified, and the consumers and markets of electric vehicles will be more segmented and differentiated. The development of the electric vehicle market is influenced by many factors, such as policy support and regulation, environmental protection and improvement, consumer perception and acceptance, competitor innovation and competition, social changes and needs, etc. (2) The needs and preferences of electric vehicle consumers: The needs and preferences of electric vehicle consumers are mainly reflected in the following aspects:(a) The functions and performance of electric vehicles, such as power, endurance, safety, comfort, intelligence, etc.; (B) The appearance and design of electric vehicles, such as shape, color, size, space, etc.;(c) The price and cost of electric vehicles, such as purchase price, use cost, maintenance cost, etc.;(d) the brand and image of electric vehicles, such as popularity, reputation, reputation, social responsibility, etc.;(e) the service and guarantee of electric vehicles, such as after-sales service, warranty policy, charging facilities, power exchange service, etc. The needs and preferences of electric vehicle consumers are affected by many factors, such as personal characteristics, motivation, attitude, satisfaction, etc., as well as social culture, value, group, influence, etc. (3) Competitors and competitive strategies of electric vehicles: Competitors of electric vehicles mainly include the following categories:(a) Competitors of traditional vehicles, such as fuel vehicles and hybrid vehicles, whose advantages lie in mature technology, stable performance, reasonable price and market share, while their disadvantages lie in serious pollution, low efficiency, high cost and lack of innovation; (B) Competitors of electric vehicles, such as pure electric vehicles and plug-in hybrid electric vehicles, have the advantages of environmental protection, high efficiency, cost saving and innovation leadership, while their disadvantages lie in imperfect technology, unstable performance, high price and uncertain market. (c) Competitors of emerging vehicles, such as hydrogen cars, solar cars, etc, their advantages lie in the forefront of technology, the breakthrough of performance, the low price and the potential of the market, while their disadvantages lie in the immaturity of technology, the unreliability of performance, the instability of price and the uncertainty of the market. The competitive strategies of electric vehicles mainly include the following:(a) differentiation strategy, that is, by providing different products or services from competitors to meet the different needs and preferences of consumers, so as to gain competitive advantage and market share; (B) Concentration strategy, that is, by focusing on a certain market segment or a specific consumer group, To provide more professional and more suitable products or services, to gain competitive advantage and market loyalty;(c) leadership strategy, that is, to provide better and more advanced products or services in terms of technology, performance, brand, service, etc., so as to gain competitive advantage and market recognition. (4) Market opportunities and threats of electric vehicles: The market opportunities of electric vehicles mainly come from the following aspects:(a) Policy support and norms, such as government subsidies, preferences, support, standards, etc., can reduce the development of electric vehicles Barriers to improve the development of electric vehicles; (B) Environmental protection and improvement, such as climate change, pollution reduction, resource conservation, it can increase the development demand of electric vehicles and improve the development value of electric vehicles;(c) consumers' cognition and acceptance, such as the popularization of knowledge, the change of attitude, the change of behavior, etc., can expand the development market of electric vehicles and improve the development effect of electric vehicles;(d) the innovation and competition of competitors, for example, technological progress, performance improvement, price reduction, and service improvement can stimulate the development and innovation of electric vehicles and improve the development level of electric vehicles. The market threat of electric vehicles mainly comes from the following aspects:(a) policy changes and uncertainties, such as government adjustment, cancellation, restriction, supervision, etc., can increase the development risk of electric vehicles and reduce the development confidence of electric vehicles; (B) the deterioration and instability of the environment, such as the occurrence of disasters, the outbreak of crises, the increase of pressure, etc., can reduce the development space of electric vehicles, reduce the development significance of electric vehicles;(c) Consumer resistance and dissatisfaction, such as lack of trust, loss of expectations, increased complaints, etc., can narrow the scope of development of electric vehicles and reduce the development quality of electric vehicles;(d) The rise and challenges of emerging vehicles, such as hydrogen vehicles and solar vehicles, can seize the development resources of electric vehicles and reduce the development advantages of electric vehicles. (5) Market strategy and positioning of electric vehicles: The market strategy and positioning of electric vehicles are mainly based on the following aspects:(a) Market objectives, that is, what is the target market of electric vehicles, who is the target consumer, what is the target share, what is the target income, etc.; (B) Market positioning, that is, what is the market position of electric vehicles, what is the market image, what is the market difference, what are the market advantages, etc.;(c) market differentiation, that is, what are the differences between the products or services of electric vehicles and those of competitors, what are their characteristics, what are their values, what are their advantages, etc.;(d) market combination, that is, how to combine, coordinate, match and optimize the four elements of electric vehicles, such as products, prices, channels and promotions. According to the results of data analysis, Shangpu Consulting Company has put forward the following market strategies and positioning suggestions for customers:(a) Market target: the target market is the middle and high-end electric vehicle market, the target consumers are young people and the middle class who have higher requirements for environmental protection, efficiency and innovation, the target share is 10% within three years, and the target income is 0.5 billion US dollars within three years; (B) market positioning: the market position is the leader and innovator of the electric vehicle market. The market image is high-high quality, high-performance and high-intelligence electric vehicles. The market difference is that advanced battery technology, drive technology, intelligent technology, etc. are adopted. The market advantage is longer cruising range, faster charging speed, higher safety performance, more intelligent functions, etc. (c) Market differentiation: product differentiation is to provide a variety of different electric vehicles to meet different consumer needs and preferences, such as cars, SUVs, sports car, etc., each electric vehicle has a unique appearance design, interior configuration, function settings, etc.; Price differentiation is to adopt a variety of different pricing strategies to adapt to different market environments and consumer psychology, such as high and low price strategies, bundling strategies, installment strategies, etc; channel differentiation is through the use of a variety of different distribution channels to cover different market areas and consumer groups, such as direct sales channels, agency channels, network channels, etc.; promotion differentiation is through the use of a variety of different promotion methods to attract Different consumer attention and interest, such as advertising, public relations, sales, activities, etc.;(d) Market mix: the product mix is based on cars, SUV is a secondary product and sports car is a characteristic product, forming a complete product line to meet different consumer needs and preferences; the price combination is based on high price strategy, supplemented by low price strategy, and supplemented by bundling strategy to form a reasonable price structure to reflect the value of the product and the image of the brand; the channel combination is based on direct sales channels, supplemented by agency channels, and supplemented by network channels, form an effective channel network to improve the coverage and sales rate of products; the promotion mix is based on advertising, supplemented by public relations, supplemented by sales, and enhanced by activities to form a powerful promotion mix to improve product visibility and reputation.