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What are the "ten key points" of market research?

2024-07-18 15:01:25 来源：尚普咨询浏览量：0

1. Determination of Research Purpose

市场调研的第一步是确定调研目的，即明确调研的主题、范围、对象和期望的结果。调研目的应该具有可行性、针对性、明确性和可测量性，以便为后续的调研设计提供指导和依据。确定调研目的的方法有以下几种：

从企业的战略目标出发，分析市场的机会和威胁，识别企业的优势和劣势，提出市场调研的问题和假设；

从企业的运营状况出发，分析市场的需求和供给，评估企业的产品和服务，确定市场调研的改进和创新；

从企业的竞争环境出发，分析市场的结构和动态，比较企业的竞争力和差异化，制定市场调研的策略和行动。

例如，尚普咨询公司为一家汽车零部件制造商提供市场调研服务，其调研目的是：分析中国汽车零部件市场的现状和趋势，评估客户的市场份额和竞争力，提出客户的市场拓展和产品优化建议。

二、设计调研方案

市场调研的第二步是设计调研方案，即确定调研的方法、工具、数据来源和样本。调研方案应该具有科学性、有效性、合理性和经济性，以保证调研的质量和效率。设计调研方案的方法有以下几种：

根据调研目的和问题，选择适合的调研方法，如定量调研或定性调研，或者两者结合；

根据调研方法和数据需求，选择合适的调研工具，如问卷、访谈、观察、实验等；

根据调研工具和数据可获得性，选择可靠的数据来源，如一手数据或二手数据，或者两者结合；

根据数据来源和数据代表性，确定合理的样本，如样本的规模、结构、分布和抽样方法等。

例如，尚普咨询公司为一家快消品企业提供市场调研服务，其调研方案是：采用定量调研和定性调研相结合的方法，通过线上问卷和线下访谈收集一手数据，通过行业报告和网络资料收集二手数据，以覆盖客户的目标市场和消费者群体，确定样本为1000名消费者和20名行业专家。

三、执行调研计划

市场调研的第三步是执行调研计划，即按照调研方案进行数据的收集、整理、分析和解释。执行调研计划应该具有严谨性、准确性、完整性和及时性，以保证调研的可信度和有效性。执行调研计划的方法有以下几种：

根据调研工具和数据来源，制定数据收集的流程、标准和时间表，确保数据的真实性和一致性；

根据数据的类型和特征，采用合适的数据整理的方法、软件和格式，确保数据的清晰性和可用性；

根据调研目的和问题，运用适当的数据分析的技术、模型和指标，确保数据的有意义性和相关性；

根据数据分析的结果和假设，进行合理的数据解释的逻辑、论证和推断，确保数据的合理性和可靠性。

例如，尚普咨询公司为一家教育培训机构提供市场调研服务，其执行调研计划是：按照数据收集的时间表，通过电话、邮件和微信等方式，向目标样本发送问卷和邀请访谈，收集数据；使用Excel和SPSS等软件，对数据进行清洗、分类和编码，整理数据；运用描述统计、交叉分析和因子分析等技术，对数据进行汇总、对比和归纳，分析数据；根据数据分析的结果，结合行业的背景和趋势，对数据进行解释，得出Conclusionand recommendations.

四、撰写调研报告

市场调研的第四步是撰写调研报告，即根据调研的过程和结果，编写调研的概况、内容和Conclusion。调研报告应该具有简洁性、逻辑性、客观性和可读性，以便为企业的战略和决策提供参考和支持。撰写调研报告的方法有以下几种：

根据调研的目的和受众，确定调研报告的结构、风格和语言，如正式或非正式，专业或通俗等；

根据调研的过程和方法，编写调研报告的概况，如调研的背景、目的、方案和计划等；

根据调研的结果和分析，编写调研报告的内容，如数据的收集、整理、分析和解释等；

根据调研的Conclusion和建议，编写调研报告的Conclusion，如数据的意义、启示、限制和建议等。

例如，尚普咨询公司为一家餐饮连锁企业提供市场调研服务，其撰写调研报告是：按照正式和专业的风格和语言，编写调研报告的结构，包括封面、目录、Abstract、Text、附录等；在Abstract中，概述调研的背景、目的、方案和计划等；在Text中，按照调研的四个步骤，详细描述数据的收集、整理、分析和解释的过程和结果，使用表格、图表、引用等方式，展示数据的清晰性、有意义性和相关性；在Conclusion中，总结数据的意义、启示、限制和建议，提出客户的市场定位、目标、策略和行动等。

Conclusion

通过本次市场调研，我们得出以下Conclusion：

客户的餐饮连锁企业在中国市场具有一定的知名度和影响力，但也面临着激烈的竞争和变化的消费者需求；

客户的餐饮产品和服务在质量、价格、口味、服务等方面有一定的优势，但也存在一些不足，如品类单一、创新缺乏、营销不够等；

客户的目标市场和消费者群体有较大的潜力和需求，但也有较高的期望和要求，如健康、多样、个性、体验等。

基于以上Conclusion，我们提出以下建议：

客户应该根据市场的趋势和消费者的需求，进行产品和服务的优化和创新，如增加品类、改进口味、提升服务等；

客户应该利用自身的优势和差异化，进行市场的拓展和竞争，如扩大覆盖、提高知名度、增强忠诚度等；

客户应该采用有效的策略和行动，进行市场的营销和推广，如利用网络、社交媒体、口碑等方式，提高客户的认知和参与等。

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