1. Determination of Research Purpose

The first step in market research is to determine the purpose of the research, that is, to clarify the subject, scope, object and expected results of the research. The purpose of the research should be feasible, targeted, clear and measurable, so as to provide guidance and basis for the follow-up research design. There are several ways to determine the purpose of the survey:

Based on the strategic objectives of the enterprise, analyze the opportunities and threats of the market, identify the advantages and disadvantages of the enterprise, and put forward the problems and assumptions of market research;

Analyze the demand and supply of the market, evaluate the products and services of the enterprise, and determine the improvement and innovation of market research;

Starting from the competitive environment of enterprises, analyze the structure and dynamics of the market, compare the competitiveness and differentiation of enterprises, and formulate strategies and actions for market research.

For example, Shangpu Consulting provides market research services for an auto parts manufacturer. The purpose of its research is to analyze the current situation and trend of China's auto parts market, evaluate the market share and competitiveness of customers, and put forward suggestions for market expansion and product optimization of customers.

2. Design Research Scheme

The second step of market research is to design the research plan, that is, to determine the research methods, tools, data sources and samples. The research plan should be scientific, effective, reasonable and economical to ensure the quality and efficiency of the research. There are several ways to design research programs:

Select appropriate research methods, such as quantitative research or qualitative research, or a combination of both, according to the purpose and question of the research;

According to research methods and data requirements, select appropriate research tools, such as questionnaires, interviews, observations, experiments, etc;

Based on research tools and data availability, select reliable data sources, such as first-hand data or second-hand data, or a combination of both;

Determine a reasonable sample based on the source and representativeness of the data, such as the size, structure, distribution and sampling method of the sample.

For example, Shangpu Consulting Company provides market research services for a fast-moving consumer goods enterprise. Its research plan is to use a combination of quantitative research and qualitative research, collect first-hand data through online questionnaires and offline interviews, and collect second-hand data through industry reports and network data to cover the customer's target market and consumer groups. The sample is 1000 consumers and 20 industry experts.

3. execution research plan

The third step of market research is to implement the research plan, that is, to collect, organize, analyze and interpret data according to the research plan. The implementation of the research plan should be rigorous, accurate, complete and timely to ensure the credibility and effectiveness of the research. There are several ways to implement the research plan:

According to research tools and data sources, formulate data collection process, standards and schedule to ensure the authenticity and consistency of data;

According to the type and characteristics of the data, use appropriate data collation methods, software and formats to ensure the clarity and availability of the data;

Apply appropriate data analysis techniques, models and indicators to ensure the significance and relevance of the data according to the research objectives and questions;

According to the results and assumptions of data analysis, the logic, argumentation and inference of reasonable data interpretation are carried out to ensure the rationality and reliability of the data.

For example, Shangpu Consulting Company provides market research services for an education and training institution. Its implementation research plan is: according to the data collection schedule, send questionnaires and invited interviews to the target samples through telephone, email and WeChat to collect data; Using Excel and SPSS and other software to clean, classify and code the data and organize the data; Using descriptive statistics, cross analysis and factor analysis techniques, summarize, compare and summarize the data, analyze the data, and interpret the data according to the results of the data analysis, combined with the background and trends of the industry.Conclusionand recommendations.

4. writing research report

The fourth step of market research is to write a research report, that is, according to the process and results of the research, the preparation of the survey overview, content andConclusion. The research report should be concise, logical, objective and readable in order to provide reference and support for the strategy and decision-making of the enterprise. There are several ways to write research reports:

Determine the structure, style and language of the research report, such as formal or informal, professional or popular, according to the purpose and audience of the research;

According to the process and method of the research, the general situation of the research report, such as the background, purpose, scheme and plan of the research, etc;

According to the results and analysis of the research, the content of the preparation of research reports, such as data collection, collation, analysis and interpretation;

According to the researchConclusionand recommendations for the preparation of research reportsConclusion, such as the significance of the data, implications, limitations and recommendations.

For example, Champu Consulting provides market research services to a restaurant chain, and its research report is: according to the formal and professional style and language, the structure of the research report, including the cover, catalog,Abstract、Text, appendices, etc.; inAbstractIn, outline the background, purpose, program and plan of the research; inTextIn the four steps of the survey, the process and results of data collection, collation, analysis and interpretation are described in detail, and the clarity, significance and relevance of the data are demonstrated using tables, charts, citations, etc.; inConclusionIn this paper, the significance, enlightenment, limitation and suggestion of the data are summarized, and the market positioning, objectives, strategies and actions of the customer are put forward.

Conclusion

Through this market research, we have come to the followingConclusion：

Customer's catering chain enterprises have a certain popularity and influence in the Chinese market, but they are also facing fierce competition and changing consumer demand;

The customer's catering products and services have certain advantages in terms of quality, price, taste, service, etc., but there are also some shortcomings, such as single category, lack of innovation, insufficient marketing, etc;

The target market and consumer groups of customers have greater potential and needs, but also have higher expectations and requirements, such as health, diversity, personality, experience, etc.

Based on the aboveConclusionWe propose the following:

Customers should optimize and innovate products and services according to market trends and consumer needs, such as increasing categories, improving tastes, and improving services;

Customers should use their own advantages and differentiation to expand and compete in the market, such as expanding coverage, improving visibility, and enhancing loyalty;

Customers should adopt effective strategies and actions to conduct marketing and promotion, such as using the Internet, social media, word-of-mouth, etc., to improve customer awareness and participation.