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Four Market Research Methods of Champ Consulting

2024-07-18 15:01:26 来源：尚普咨询浏览量：0

一、定量调研

定量调研是一种基于数据的市场调研方法，它通过收集和分析大量的数据，得出客观和可量化的Conclusion。定量调研的数据来源可以是一手数据，也可以是二手数据。一手数据是指通过问卷、电话、网络等方式直接从目标市场的消费者、竞争者、渠道等获取的数据；二手数据是指通过公开的或付费的数据库、报告、文献等方式间接获取的数据。定量调研的数据分析可以采用描述性统计、推断性统计、回归分析、聚类分析、因子分析等多种技术，根据不同的研究目的，得出不同的Conclusion。

定量调研的优点是：

结果具有客观性和可信度，可以用数字和图表直观地展示；

结果具有可比性和可复制性，可以用于跨时间、跨地域、跨群体的比较和验证；

结果具有可操作性和可评估性，可以用于制定具体的市场策略和衡量其效果。

定量调研的缺点是：

数据收集和分析需要较高的成本和时间，尤其是一手数据的获取；

数据的质量和有效性取决于数据来源的可靠性和数据抽样的合理性；

数据的解释和应用需要较强的专业知识和经验，不能简单地依赖数据本身。

定量调研适用于以下场景：

需要了解市场的规模、结构、趋势、分布等基本情况；

需要了解消费者的特征、需求、偏好、行为、满意度等方面的信息；

需要了解竞争者的战略、产品、价格、渠道、宣传等方面的信息；

需要了解市场环境的政策、法规、技术、社会、文化等方面的影响。

定量调研的实施步骤如下：

明确研究目的和问题，确定研究的范围、对象、指标和假设；

设计研究方案，选择数据来源、数据收集方法、数据抽样方法和数据分析方法；

执行研究方案，收集数据、清洗数据、分析数据、检验假设；

输出研究结果，总结Conclusion、提出建议、撰写报告、展示汇报。

定量调研的案例：

尚普咨询曾为一家全球知名的运动品牌提供市场调研服务，帮助其了解中国市场的潜力和机会。尚普咨询采用了定量调研的方法，通过收集和分析一手数据和二手数据，得出了以下Conclusion：

中国市场的运动消费规模和增速均高于全球平均水平，预计未来五年将保持稳定的增长；

中国市场的运动消费结构呈现多元化和细分化的趋势，不同的消费者群体有不同的运动需求和偏好；

中国市场的运动消费行为受到多种因素的影响，其中最重要的是品牌形象、产品质量、价格合理性和渠道便利性；

中国市场的运动消费满意度较低，消费者对运动品牌的忠诚度和推荐意愿不高，存在较大的改善空间。

基于这些Conclusion，尚普咨询为该运动品牌提出了以下建议：

加强品牌建设，提升品牌的知名度、美誉度和差异化；

优化产品组合，满足不同的消费者群体的运动需求和偏好；

调整价格策略，提高价格的竞争力和合理性；

拓展渠道网络，增加线上和线下的销售和服务点。

二、定性调研

定性调研是一种基于深度的市场调研方法，它通过深入了解目标市场的消费者、竞争者、渠道等，得出主观和深刻的洞察。定性调研的数据来源主要是一手数据，通过访谈、观察、焦点小组、案例分析等方式直接从目标市场的消费者、竞争者、渠道等获取的数据。定性调研的数据分析主要采用内容分析、话语分析、叙事分析、场景分析等技术，根据不同的研究目的，得出不同的Conclusion。

定性调研的优点是：

结果具有深度和细节，可以揭示市场的动机、态度、感受、价值观等隐性因素；

结果具有创新性和启发性，可以发现市场的机会、问题、需求、趋势等潜在因素；

结果具有灵活性和适应性，可以根据市场的变化和反馈，及时调整研究的方向和方法。

定性调研的缺点是：

结果具有主观性和偏差，可能受到研究者、被研究者、研究环境等的影响；

结果具有局限性和不足，不能代表整个市场的情况，需要与定量调研相结合进行验证和补充；

结果的呈现和应用需要较高的沟通和说服能力，不能简单地依赖数据和图表。

定性调研适用于以下场景：

需要探索市场的新领域、新问题、新需求、新趋势等未知因素；

需要理解市场的深层次的动机、态度、感受、价值观等隐性因素；

需要创造市场的新机会、新问题、新需求、新趋势等潜在因素；

需要补充和完善定量调研的结果，提高其深度和细节。

定性调研的实施步骤如下：

明确研究目的和问题，确定研究的范围、对象、主题和问题；

设计研究方案，选择数据收集方法、数据收集工具、数据收集人员和数据分析方法；

执行研究方案，收集数据、整理数据、分析数据、生成洞察；

输出研究结果，总结Conclusion、提出建议、撰写报告、展示汇报。

定性调研的案例：

尚普咨询曾为一家国内领先的电商平台提供市场调研服务，帮助其了解消费者的购物行为和体验。尚普咨询采用了定性调研的方法，通过访谈、观察、焦点小组等方式，深入了解了消费者的购物动机、偏好、障碍、满意度等方面的信息，得出了以下Conclusion：

消费者的购物动机主要有四种：一是实现功能性的需求，如购买日用品、生活用品等；二是实现情感性的需求，如购买礼物、纪念品等；三是实现社会性的需求，如购买时尚、潮流、名牌等；四是实现探索性的需求，如购买新奇、有趣、有挑战的商品等；

消费者的购物偏好主要受到以下因素的影响：一是商品的品质、价格、评价、图片等信息；二是平台的信誉、安全、便捷、服务等特征；三是个人的兴趣、喜好、经验、心理等状态；四是外部的推荐、评论、分享、活动等刺激；

消费者的购物障碍主要有以下几种：一是商品的缺货、断货、错货、质量问题等；二是平台的系统故障、支付失败、物流延误、售后困难等；三是个人的资金不足、时间不够、冲动消费、后悔购买等；四是外部的竞争、抵制、诱惑、干扰等；

消费者的购物满意度主要取决于以下几个方面：一是商品的符合期望、超出期望、超越期望等程度；二是平台的满足需求、解决问题、增加价值等程度；三是个人的实现目标、获得快乐、提升自我等程度；四是外部的获得认可、引起关注、产生影响等程度。

基于这些Conclusion，尚普咨询为该电商平台提出了以下建议：

提高商品的品质和多样性，满足消费者的不同的购物动机和偏好；

提升平台的信誉和便捷性，降低消费者的购物障碍和风险；

增加平台的互动和创新性，提高消费者的购物满意度和忠诚度；

利用平台的社会和探索性，创造消费者的购物体验和价值。

三、实验调研

实验调研是一种基于干预的市场调研方法，它通过设计和执行不同的市场干预，观察和评估其效果，得出因果关系的证据。实验调研的数据来源主要是一手数据，通过实验、测试、模拟等方式直接从目标市场的消费者、竞争者、渠道等获取的数据。实验调研的数据分析主要采用实验设计、假设检验、效果评估等技术，根据不同的研究目的，得出不同的Conclusion。

实验调研的优点是：

结果具有因果性和可解释性，可以确定市场干预的原因和结果，以及其内在的机制和路径；

结果具有可控性和可优化性，可以通过控制和调整实验的变量和条件，得到最优的市场干预方案；

结果具有可预测性和可推广性，可以通过模拟和推断实验的结果，预测和推广市场干预的效果。

实验调研的缺点是：

数据收集和分析需要较高的技术和资源，尤其是实验的设计和执行；

数据的普遍性和适用性取决于实验的代表性和有效性，需要与实际的市场环境相一致；

数据的敏感性和安全性需要较高的保密和保护，不能泄露或滥用实验的信息和结果。

实验调研适用于以下场景：

需要验证市场的假设、理论、模型、策略等是否正确和有效；

需要比较市场的不同的方案、方法、工具、效果等的优劣和差异；

需要优化市场的现有的或潜在的产品、价格、渠道、宣传等的组合和配置；

需要预测市场的未来的或可能的需求、行为、反应、变化等的趋势和影响。

实验调研的实施步骤如下：

明确研究目的和问题，确定研究的范围、对象、变量和假设；

设计研究方案，选择实验类型、实验设计、实验执行和实验分析的方法；

执行研究方案，进行实验、收集数据、分析数据、检验假设；

输出研究结果，总结Conclusion、提出建议、撰写报告、展示汇报。

实验调研的案例：

尚普咨询曾为一家新兴的在线教育平台提供市场调研服务，帮助其验证和优化其课程的定价策略。尚普咨询采用了实验调研的方法，通过设计和执行不同的定价方案，观察和评估其对消费者的购买意愿和满意度的影响，得出了以下Conclusion：

定价方案的类型对消费者的购买意愿和满意度有显著的影响，其中最有效的是捆绑定价，即将多个课程打包成一个套餐，提供优惠的总价，可以提高消费者的购买意愿和满意度；

定价方案的具体数值对消费者的购买意愿和满意度也有显著的影响，其中最合理的是基于成本加成的定价，即根据课程的成本和预期的利润率，确定合理的售价，可以平衡消费者的支付能力和平台的盈利能力；

定价方案的呈现方式对消费者的购买意愿和满意度也有显著的影响，其中最有效的是基于锚定效应的定价，即在显示售价的同时，显示原价或市场价，突出优惠的幅度，可以增强消费者的购买动机和满意感。

基于这些Conclusion，尚普咨询为该在线教育平台提出了以下建议：

采用捆绑定价的方式，将不同的课程组合成不同的套餐，提供不同的优惠力度，满足不同的消费者需求；

采用基于成本加成的定价的方式，根据不同的课程的成本和利润率，确定合理的售价，保证平台的盈利能力；

采用基于锚定效应的定价的方式，在显示售价的同时，显示原价或市场价，突出优惠的幅度，激发消费者的购买欲望。

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On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

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Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
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Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise