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Classification of market research: how to conduct market research according to different purposes and objects

2024-07-18 15:01:18 来源：尚普咨询浏览量：0

一、按照调研的目的分为探索性调研和描述性调研

市场调研的目的是指调研的主要目标和期望的结果。根据调研的目的的不同，市场调研可以分为探索性调研和描述性调研。

1. 探索性调研

探索性调研是指在市场问题或机会不清楚的情况下，通过收集一些初步的信息，来发现和定义问题或机会的一种调研。探索性调研的特点是：范围广泛，方法灵活，数据质性，结果不确定。探索性调研的主要目的是为后续的描述性调研或其他决策提供方向和依据。

探索性调研的常用方法有：文献综述，专家访谈，焦点小组，深度访谈，项目法等。

例如，尚普咨询曾为一家新兴的在线教育平台提供探索性调研服务，旨在帮助该平台了解目标市场的需求和特点，以及竞争环境的状况。尚普咨询通过对相关的文献和报告进行综述，对行业的专家和意见领袖进行访谈，对潜在的消费者和教师进行焦点小组和深度访谈，以及对平台的功能和设计进行项目法测试，收集了大量的信息和反馈，从中发现了市场的问题和机会，为该平台的定位和策略制定提供了有价值的建议。

2. 描述性调研

描述性调研是指在市场问题或机会已经明确的情况下，通过收集一些具体的信息，来描述和分析问题或机会的一种调研。描述性调研的特点是：范围明确，方法规范，数据量化，结果可靠。描述性调研的主要目的是为最终的决策提供依据和支持。

描述性调研的常用方法有：问卷调查，观察法，实验法，面板法等。

例如，尚普咨询曾为一家知名的快消品品牌提供描述性调研服务，旨在帮助该品牌评估其新产品的市场潜力和消费者接受度，以及其与竞争对手的差异化优势。尚普咨询通过对目标市场的消费者进行问卷调查，对其购买和使用行为进行观察，对其对新产品的反应进行实验，以及对其购买和使用频率进行面板跟踪，收集了大量的数据和指标，从中描述和分析了市场的需求和偏好，为该品牌的新产品的定价，促销和分销提供了有力的依据。

二、按照调研的对象分为消费者调研和竞争者调研

市场调研的对象是指调研的主要关注的市场参与者。根据调研的对象的不同，市场调研可以分为消费者调研和竞争者调研。

1. 消费者调研

消费者调研是指对市场上的潜在或现有的消费者进行调研的一种调研。消费者调研的特点是：对象多样，内容丰富，影响重大。消费者调研的主要目的是了解消费者的特征，需求，偏好，满意度，忠诚度，购买和使用行为等，以便为企业的产品开发，市场定位，营销策略等提供指导和支持。

消费者调研的常用方法有：问卷调查，观察法，实验法，面板法，焦点小组，深度访谈，项目法等。

例如，尚普咨询曾为一家领先的汽车制造商提供消费者调研服务，旨在帮助该制造商了解其目标市场的消费者对于新能源汽车的态度和意向，以及其对于汽车的功能，性能，安全，环保，价格等方面的期望和评价。尚普咨询通过对目标市场的消费者进行问卷调查，观察法，实验法，面板法，焦点小组，深度访谈，项目法等多种方法，收集了全面和深入的信息和反馈，从中了解了消费者的特征，需求，偏好，满意度，忠诚度，购买和使用行为等，为该制造商的新能源汽车的产品开发，市场定位，营销策略等提供了有价值的参考。

2. 竞争者调研

竞争者调研是指对市场上的现有或潜在的竞争对手进行调研的一种调研。竞争者调研的特点是：对象明确，内容关键，难度较大。竞争者调研的主要目的是了解竞争对手的特征，优势，劣势，战略，动态，表现等，以便为企业的竞争分析，竞争策略，竞争优势等提供指导和支持。

竞争者调研的常用方法有：文献综述，专家访谈，神秘顾客法，竞品分析法，战略群分析法，SWOT分析法等。

例如，尚普咨询曾为一家国际的酒店集团提供竞争者调研服务，旨在帮助该集团了解其在目标市场的竞争状况，以及其与主要竞争对手的差异和优势。尚普咨询通过对相关的文献和报告进行综述，对行业的专家和意见领袖进行访谈，对竞争对手的酒店进行神秘顾客法，对竞争对手的产品，服务，价格，品牌等进行竞品分析法，对竞争对手的战略，目标，资源等进行战略群分析法，以及对竞争对手的优势，劣势，机会，威胁等进行SWOT分析法，收集了关键和有力的信息和指标，从中了解了竞争对手的特征，优势，劣势，战略，动态，表现等，为该集团的竞争分析，竞争策略，竞争优势等提供了有力的支持。

三、按照调研的方法分为定量调研和定性调研

市场调研的方法是指调研的主要技术和手段。根据调研的方法的不同，市场调研可以分为定量调研和定性调研。

1. 定量调研

定量调研是指通过收集和分析可量化的数据，来描述和解释市场现象的一种调研。定量调研的特点是：数据客观，结果可靠，适用范围广。定量调研的主要目的是通过数据的统计，分析，推断，预测等，来揭示市场的规律，趋势，影响因素等，以便为企业的决策提供科学和有效的依据。

定量调研的常用方法有：问卷调查，观察法，实验法，面板法等。

例如，尚普咨询曾为一家全球的电子商务平台提供定量调研服务，旨在帮助该平台评估其在不同国家和地区的市场份额，用户满意度，用户忠诚度，用户转化率，用户留存率等重要的数据和指标，以及其与竞争对手的相对优势和劣势。尚普咨询通过对该平台的用户进行问卷调查，对其在不同国家和地区的网站流量，销售额，订单量，退货率等进行观察，对其在不同国家和地区的市场推广活动的效果进行实验，以及对其在不同国家和地区的用户的购买和使用行为进行面板跟踪，收集了大量的可量化的数据，通过统计，分析，推断，预测等方法，揭示了该平台在不同国家和地区的市场状况，用户特征，用户需求，用户行为等，为该平台的国际化战略，市场拓展，用户运营等提供了科学和有效的依据。

2. 定性调研

定性调研是指通过收集和分析不可量化的数据，来理解和解释市场现象的一种调研。定性调研的特点是：数据主观，结果多样，适用范围窄。定性调研的主要目的是通过数据的归纳，分类，解释，诠释等，来揭示市场的意义，价值，感受，动机等，以便为企业的决策提供深刻和灵感的依据。

定性调研的常用方法有：焦点小组，深度访谈，项目法，情景分析法，案例分析法等。

例如，尚普咨询曾为一家领先的游戏开发商提供定性调研服务，旨在帮助该开发商了解其目标市场的用户对于其新开发的一款角色扮演游戏的感受，评价，建议，以及其对于游戏的剧情，角色，画面，音效，操作等方面的期望和要求。尚普咨询通过对目标市场的用户进行焦点小组，深度访谈，项目法，情景分析法，案例分析法等多种方法，收集了丰富和深入的信息和反馈，通过归纳，分类，解释，诠释等方法，揭示了用户对于游戏的意义，价值，感受，动机等，为该开发商的游戏设计，游戏优化，游戏营销等提供了深刻和灵感的依据。

四、按照调研的时间分为横断面调研和纵向面调研

市场调研的时间是指调研的主要时间范围和特点。根据调研的时间的不同，市场调研可以分为横断面调研和纵向面调研。

1. 横断面调研

横断面调研是指在一个特定的时间点或时间段内，对市场上的一个或多个样本进行调研的一种调研。横断面调研的特点是：时间短，成本低，效率高，适用于描述和比较。横断面调研的主要目的是通过对市场的一个或多个样本的快速和简单的调研，来描述和比较市场的现状，差异，相关性等，以便为企业的决策提供即时和有效的依据。

横断面调研的常用方法有：问卷调查，观察法，实验法等。

例如，尚普咨询曾为一家国内的电影制作公司提供横断面调研服务，旨在帮助该公司评估其新上映的一部爱情喜剧电影的市场表现，以及其与同期上映的其他类型的电影的竞争力。尚普咨询通过对该电影的观众进行问卷调查，对其在不同地区和影院的票房，排片，上座率等进行观察，对其在不同的宣传渠道和平台的曝光，点击，评论等进行实验，收集了一些即时和有效的数据，通过描述和比较的方法，评估了该电影的市场表现，市场反馈，市场潜力，以及其与同期上映的其他类型的电影的竞争力，为该公司的电影制作，电影宣传，电影分析等提供了即时和有效的依据。

2. 纵向面调研

纵向面调研是指在一个较长的时间跨度内，对市场上的一个或多个样本进行多次或持续的调研的一种调研。纵向面调研的特点是：时间长，成本高，效率低，适用于追踪和预测。纵向面调研的主要目的是通过对市场的一个或多个样本的多次或持续的调研，来追踪和预测市场的变化，发展，影响因素等，以便为企业的决策提供长期和前瞻的依据。

纵向面调研的常用方法有：面板法，趋势分析法，回归分析法，时间序列分析法等。

例如，尚普咨询曾为一家国际的化妆品品牌提供纵向面调研服务，旨在帮助该品牌追踪和预测其在不同国家和地区的市场份额，品牌知名度，品牌形象，品牌忠诚度等重要的数据和指标，以及其与市场的变化，发展，影响因素等的关系。尚普咨询通过对该品牌的用户进行面板法，对其在不同国家和地区的市场的变化，发展，影响因素等进行趋势分析法，回归分析法，时间序列分析法等多种方法，收集了一些长期和前瞻的数据，通过追踪和预测的方法，评估了该品牌在不同国家和地区的市场状况，品牌特征，品牌需求，品牌行为等，为该品牌的国际化战略，市场拓展，品牌运营等提供了长期和前瞻的依据。

Conclusion

市场调研是一种收集，分析和解释市场相关信息的方法，旨在帮助企业做出更好的决策。市场调研可以分为不同的类型，根据其目的，对象，方法和时间的不同，可以有不同的分类方式。本文介绍了四种常见的市场调研的分类方式，分别是：按照调研的目的分为探索性调研和描述性调研；按照调研的对象分为消费者调研和竞争者调研；按照调研的方法分为定量调研和定性调研；按照调研的时间分为横断面调研和纵向面调研。本文还结合尚普咨询服务客户的具体案例，简单分析了这些类型的市场调研的优缺点和适用场景，以期为读者提供一些有用的参考。

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