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2024-07-18 15:01:24 来源：尚普咨询浏览量：0

市场调研是指通过科学的方法，收集、整理、分析和解释与市场有关的信息，以帮助企业了解市场的现状和趋势，评估市场的机会和风险，制定和执行有效的市场营销策略。市场调研是企业进行战略决策和营销策略的重要依据，也是企业了解市场需求、竞争对手和消费者行为的有效途径。市场调研的质量和效果直接影响企业的经营成效和竞争力。

市场调研是一项专业的工作，需要遵循一定的原则和步骤，运用合适的方法和技术，才能保证调研的准确性和有效性。本文从专业的角度，总结了市场调研的“十大要点”，并结合尚普咨询公司的实际案例，展示了市场调研的应用和价值，为企业提供了参考和借鉴。

一、明确调研目的

调研目的是指调研的目标和意义，是调研的出发点和归宿，是指导调研的方向和范围的基础。明确调研目的，可以帮助企业确定调研的重点和难点，避免无效的信息收集和浪费的资源投入，提高调研的效率和效果。

调研目的应该具有以下特点：

与企业的战略目标和营销目标相一致，体现企业的发展需求和市场机会；

具有明确的问题和假设，反映市场的现状和问题，提出可验证的假设和预期；

具有可操作性和可测量性，能够指导调研的方法和技术的选择，能够通过数据和分析得到验证和评价。

例如，尚普咨询公司为一家新能源汽车企业提供市场调研服务，调研目的是：

了解中国新能源汽车市场的规模、结构、趋势和竞争格局，评估市场的机会和风险；

了解目标消费者的需求、偏好、购买行为和满意度，分析消费者的价值和动机；

了解竞争对手的产品、价格、渠道、促销和品牌策略，分析竞争对手的优势和劣势；

提出针对中国市场的产品定位、市场细分、目标市场、市场进入和市场营销策略建议。

二、选择调研方法

调研方法是指收集和分析市场信息的方式和手段，是实施调研的工具和技术。选择合适的调研方法，可以帮助企业获取有效和可靠的市场信息，提高调研的质量和水平。

调研方法主要分为两大类：

二手资料调研，即利用已经存在的、由其他机构或个人收集和整理的资料，进行分析和解释，以获取市场信息。二手资料调研的优点是成本低、速度快、范围广，缺点是时效性差、可靠性低、针对性弱。二手资料的来源包括政府部门、行业协会、媒体机构、研究机构、网络平台等。

一手资料调研，即根据调研目的和内容，自行设计和实施的调研活动，直接从市场和消费者那里收集和分析资料，以获取市场信息。一手资料调研的优点是时效性好、可靠性高、针对性强，缺点是成本高、速度慢、范围窄。一手资料的方法包括问卷调查、访谈调查、观察调查、实验调查等。

选择调研方法应该根据调研目的、内容、范围、时间、成本等因素综合考虑，一般来说，二手资料调研和一手资料调研应该结合使用，以达到互补和验证的效果。

例如，尚普咨询公司为一家新能源汽车企业提供市场调研服务，选择了以下调研方法：

通过问卷调查、访谈调查、焦点小组等方式，收集和分析目标消费者的需求、偏好、购买行为和满意度等一手资料；

通过访谈调查、神秘顾客、竞品分析等方式，收集和分析竞争对手的产品、价格、渠道、促销和品牌策略等一手资料。

三、设计调研方案

调研方案是指对调研活动的具体安排和实施细节的规划和设计，是调研的操作指南，是保证调研顺利进行的重要保障。设计调研方案，可以帮助企业明确调研的步骤和流程，分配调研的资源和责任，控制调研的质量和风险。

调研方案应该包括以下内容：

调研目的和内容，即概述调研的目标和意义，以及调研的主要问题和假设；

调研方法和技术，即说明调研所采用的二手资料和一手资料的方法和技术；

调研样本和抽样，即确定调研的对象和数量，以及抽取样本的方法和标准；

调研工具和材料，即制作和测试调研所需的问卷、访谈指南、观察表、实验设备等；

调研人员和培训，即招募和培训调研的执行者和协助者，确保他们具备调研的知识和技能；

调研时间和进度，即安排调研的开始和结束的时间，以及调研的各个阶段的时间节点；

调研预算和费用，即估算和控制调研的总体和分项的费用，包括人力、物力、资金等；

调研质量和风险，即制定和执行调研的质量标准和控制措施，以及识别和应对调研的可能出现的风险和问题。

例如，尚普咨询公司为一家新能源汽车企业提供市场调研服务，设计了以下调研方案：

调研样本和抽样：根据中国新能源汽车市场的地域、收入、年龄、性别等特征，采用分层随机抽样的方法，抽取1000名目标消费者和100名竞争对手的代表作为调研样本；

调研工具和材料：根据调研内容和方法，制作了在线问卷、电话访谈指南、焦点小组指南、神秘顾客表、竞品分析表等调研工具，并进行了预测试和修订；

调研人员和培训：从尚普咨询公司的专业团队中，选派了10名具有市场调研经验和新能源汽车行业知识的顾问作为调研执行者，同时聘请了20名兼职人员作为调研协助者，并进行了为期两天的调研培训；

调研时间和进度：计划在2024年2月1日至2024年2月28日的一个月内完成调研活动，其中二手资料调研占用5天，一手资料调研占用20天，数据分析和报告撰写占用5天；

调研预算和费用：预算调研的总费用为50万元人民币，其中人力费用占30%，物力费用占20%，资金费用占50%；

调研质量和风险：制定了调研的质量标准和控制措施，包括调研工具的有效性、调研数据的准确性、调研分析的合理性、调研报告的规范性等，同时识别了调研的可能出现的风险和问题，如样本失效、数据泄露、竞争对手干扰等，并制定了相应的应对策略。

四、实施调研活动

实施调研活动是指按照调研方案的安排，执行调研的具体操作，包括收集二手资料、进行一手资料的调研、记录和整理调研数据等。实施调研活动是调研的核心环节，是获取市场信息的关键步骤。

实施调研活动应该注意以下事项：

遵循调研方案的要求，按时按量按质完成调研任务，不随意更改调研的方法和内容；

保持调研的客观性和公正性，不受个人的主观偏见和外部的干扰影响，不篡改和伪造调研数据；

保护调研的机密性和合法性，不泄露和滥用调研的信息和数据，不侵犯调研对象的隐私和权益；

保持调研的灵活性和创新性，根据调研的实际情况，适时调整和优化调研的方式和手段，提高调研的效果和价值。

例如，尚普咨询公司为一家新能源汽车企业提供市场调研服务，实施了以下调研活动：

进行一手资料的调研：通过在线问卷、电话访谈、焦点小组等方式，对1000名目标消费者和100名竞争对手的代表进行了调研，共计1000份问卷、200小时访谈、10次焦点小组；

记录和整理调研数据：通过电子表格、数据库、录音录像等方式，记录和整理了调研所得的二手资料和一手资料，共计1GB数据。

五、收集和分析数据

收集和分析数据是指对调研活动所得的二手资料和一手资料进行清理、整合、归纳、统计、分析和解释，以从中提取有价值的市场信息和洞察。收集和分析数据是调研的后续环节，是呈现市场信息的重要步骤。

收集和分析数据应该遵循以下原则：

完整性，即尽可能收集和分析所有相关的数据，不遗漏和忽略任何有用的信息；

准确性，即确保数据的真实性和有效性，不含有错误和偏差；

一致性，即保证数据的可比性和兼容性，不出现矛盾和冲突；

有序性，即按照逻辑和系统的顺序和方法，进行数据的分类和组织；

简洁性，即去除数据的冗余和无关部分，突出数据的核心和重点；

明晰性，即用清晰和易懂的方式，进行数据的展示和解释。

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