1. Determination of Research Purpose

The first and most important step in market research is to determine the purpose of the research. The purpose of the survey refers to the main objectives and expected results of the survey, which is the basis for guiding the design and implementation of the survey. Without a clear research purpose, it is impossible to determine the scope, content, method, object, time, cost and other key factors of the research, nor to evaluate the quality and effectiveness of the research. Therefore, determining the purpose of research is the primary task of market research and the "soul" of market research ".

So, how to determine the purpose of the research? The expert advice of Champu Consulting can be considered from the following aspects:

The background and motivation of the research: why do you want to do this research? The background and motivation of the research is the starting point of the research, the reason and significance of the research. For example, if an enterprise wants to open up a new market or launch a new product, it needs to understand the needs and competition of the target market, which is the background and motivation of the research.

Problems and assumptions of research: what problems should be solved? What assumptions are there? Problems and assumptions of research are the core of research, the direction and basis of research. For example, if a firm wants to understand the acceptance and willingness of consumers in their target market to buy a new product, it needs to ask relevant questions and assumptions, such as consumer characteristics, needs, preferences, and purchasing behavior.

The objectives and indicators of the survey: what objectives should be achieved? What indicators should be used to measure them? The objectives and indicators of the survey are the results and standards of the survey, as well as the expectations and evaluation of the survey. For example, if an enterprise wants to determine the market potential and pricing strategy of a new product through research, it needs to set relevant objectives and indicators, such as market size, market share, price elasticity, etc.

Through the above three aspects of thinking, we can clear the purpose of research, for the follow-up research design and implementation of the foundation. Of course, the purpose of the research is not static, and appropriate adjustments and optimizations need to be made according to the situation in the research process to ensure the effectiveness and flexibility of the research.

2. selection of appropriate research methods

The second step of market research, which is also a very critical step, is to choose the right research method. Research methods refer to the specific methods and techniques for collecting and analyzing research data, and are an important means to ensure the quality and effectiveness of research. Different research purposes and problems may require different research methods. Choosing the right research method can improve the accuracy and effectiveness of the research, save the time and cost of the research, and enhance the credibility and persuasiveness of the research. Therefore, the choice of appropriate research methods is a necessary condition for market research, but also the "weapon" of market research ".

So, how to choose the right research method? The expert advice of Champu Consulting can be considered from the following aspects:

The type and nature of research: qualitative research or quantitative research? Exploratory research or descriptive research? Causality research or evaluative research? The type and nature of research determine the purpose and scope of research, and also affect the choice of research methods. For example, qualitative research is more suitable for the use of in-depth interviews, focus groups and other methods, quantitative research is more suitable for the use of questionnaires, experimental methods and other methods.

The object and sample of the survey: what object is the survey aimed at? What are the scale and characteristics of the sample? The object and sample of the survey determine the object and scope of the survey, and also affect the choice of the survey method. For example, for consumer research, you can use online surveys, telephone interviews and other methods, for business research, you can use interviews, case studies and other methods.

Research resources and conditions: how much time and budget? How much manpower and equipment? Research resources and conditions determine the feasibility and efficiency of research, and also affect the choice of research methods. For example, time and budget are sufficient to conduct comprehensive research using multiple methods, and time and budget are limited to conduct rapid research using a single method.

Through the above three aspects of consideration, we can choose the appropriate research methods, for the follow-up research implementation and analysis to provide the basis. Of course, the research method is not once and for all. It needs to be adjusted and optimized according to the feedback in the research process to ensure the flexibility and innovation of the research.

3. collection and analysis of data

市场调研的第三步，也是最核心的一步，就是收集和分析数据。数据是调研的基础和依据，是调研的输入和输出。收集数据是指通过调研方法获取调研所需的信息和资料，分析数据是指通过数据处理和统计分析得出调研的Conclusion和建议。收集和分析数据，可以保证调研的客观性和科学性。

3. collection and analysis of data

市场调研的第三步，也是最核心的一步，就是收集和分析数据。数据是调研的基础和依据，是调研的输入和输出。收集数据是指通过调研方法获取调研所需的信息和资料，分析数据是指通过数据处理和统计分析得出调研的Conclusion和建议。收集和分析数据，可以保证调研的客观性和科学性，也是展示调研的价值和意义的关键环节。因此，收集和分析数据是市场调研的核心任务，也是市场调研的“精髓”。

So, how to collect and analyze data? The expert advice of Champ Consulting can be noted from the following aspects:

The source and quality of the data: Where does the data come from? What is the authenticity, accuracy, completeness, and reliability of the data? The source and quality of the data determine the validity and credibility of the data, and also affect the analysis and interpretation of the data. For example, the data can come from the first-hand raw data or the second-hand secondary data. The source of the data should be clear and the quality of the data should be guaranteed.

The type and format of data: What type of data is it? What is the format and structure of the data? The type and format of the data determine the methods and techniques of data processing and analysis, and also affect the representation and presentation of the data. For example, the data can be qualitative textual data or quantitative numerical data, the type of data should be distinguished, and the format of the data should be standardized.

Analysis and interpretation of data: What is the analysis and interpretation of data? What is the logic and method of data analysis and interpretation? The analysis and interpretation of data determines the meaning and value of data, and also affects the application and promotion of data. For example, the analysis and interpretation of data can be descriptive or inferential, the analysis and interpretation of data should be reasonable, and the analysis and interpretation of data should be clear.

Through the attention of the above three aspects, data can be collected and analyzed to provide support for subsequent research reports and recommendations. Of course, the collection and analysis of data is not a one-off, and appropriate supplements and corrections need to be made according to changes in the research process to ensure the timeliness and completeness of the data.

4. production research report

市场调研的第四步，也是最终的一步，就是制作调研报告。调研报告是调研的成果和展示，是调研的总结和传递。制作调研报告是指将调研的目的、方法、数据、分析、Conclusion、建议等内容整理成一份系统的文档，以便向调研的委托方、参与方、利益方等传达调研的信息和价值。制作调研报告，可以保证调研的完整性和连贯性，也是提升调研的影响力和说服力的重要手段。因此，制作调研报告是市场调研的必要环节，也是市场调研的“名片”。

So, how to make a research report? Champ Consulting's experts suggest that you can start from the following aspects:

The structure and content of the report: What is the structure and content of the report? How is the structure and content of the report arranged and organized? The structure and content of the report determine the framework and core of the report, and also affect the reading and understanding of the report. For example, the structure and content of a report can includeAbstract, Introduction, Methods, Results, Discussion,Conclusion、建议、参考文献等部分，报告的结构和内容要完整，报告的结构和内容要逻辑。

The form and style of the report: What is the form and style of the report? How about the choice and application of the form and style of the report? The form and style of the report determine the appearance and characteristics of the report, and also affect the attraction and infection of the report. For example, the form and style of the report can include text, charts, pictures, videos and other forms, the form and style of the report to be unified, the form and style of the report to be professional.

Dissemination and feedback of the report: What is the dissemination and feedback of the report? What is the mode and effect of the dissemination and feedback of the report? The dissemination and feedback of the report determine the impact and value of the report, and also affect the improvement and promotion of the report. For example, the dissemination and feedback of the report can include written reports, oral reports, network reports and other ways, the dissemination and feedback of the report should be timely, the dissemination and feedback of the report should be effective.

Through the above three aspects, we can make a research report, which will draw a satisfactory end to the success and satisfaction of the research. Of course, the production of the report is not once and for all. It needs to be modified and improved according to the feedback and evaluation of the research to ensure the quality and level of the report.

Conclusion

Market research is a complex and interesting work, need to master certain methods and skills, in order to play its greatest role and value. This paper introduces the "four skills" of market research from four aspects: determining the purpose of research, selecting appropriate research methods, collecting and analyzing data, and making research reports. Combined with the actual case of Shangpu Consulting, the application and effect of these skills in different industries and fields are demonstrated. I hope this article can provide valuable reference and enlightenment for the majority of market practitioners and enterprises with research needs. We also welcome you to contact Shangpu Consulting Group to discuss more topics and problems of market research.