Assurance of 1. data quality

Data is the foundation and core of market research, and the quality of data directly affects the credibility and validity of the research results. However, in the process of data collection, collation, analysis and interpretation, various errors and deviations may occur, such as sampling error, measurement error, response error, non-response error, etc. Therefore, market research needs to adopt scientific and reasonable methods and techniques to control and reduce the impact of errors and improve the accuracy, reliability, representativeness and timeliness of data.

In order to ensure the quality of data, market research needs to make efforts in the following aspects:

(1) Clarify data requirements and objectives. Market research needs to determine the type, scope, source, quantity, quality and other requirements of data according to the purpose and object of the research, so as to avoid collecting irrelevant or excessive data and wasting time and resources.

(2) Design appropriate data collection tools and methods. Market research needs to select appropriate data collection tools and methods, such as questionnaires, interviews, observations, experiments, etc., according to the characteristics and conditions of the data, to ensure the validity and operability of the data.

(3) Implement strict data quality control procedures. Market research requires strict data quality control procedures, such as data cleaning, verification, weighting, calibration, inspection, etc., to eliminate or reduce data errors and deviations at every step of data collection, collation, analysis and interpretation.

(4) Cross-validation using multiple data sources and methods. Market research requires cross-validation using multiple data sources and methods, such as first-hand and second-hand data, qualitative and quantitative data, subjective and objective data, autonomous data and third-party data, to enhance the credibility and robustness of the data.

As one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China, Shangpu Consulting has always attached importance to the guarantee of data quality, has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China, and adopts a variety of methods and technologies in the process of data collection, collation, analysis and interpretation, such as professional data collection team, strict data audit mechanism, advanced data analysis software, professional data interpretation report, etc., to provide customers with high-quality market research services.

The need for innovation in 2. methods

There are many methods of market research, such as questionnaires, in-depth interviews, focus groups, experimental methods, and observation methods. Different methods have different advantages and disadvantages and are suitable for different goals and situations. With the complexity and diversification of the market, a single or traditional method may not be able to meet the needs of market research, and continuous innovation and improvement of methods are needed to adapt to market changes and customer needs.

In order to meet the needs of method innovation, market research needs to make efforts in the following aspects:

(1) Pay attention to the changes and needs of the market and customers. Market research needs to pay attention to the changes and needs of the market and customers, such as market size, structure, characteristics, trends, opportunities, risks, customer needs, expectations, problems, pain points, value points, etc., so as to determine the appropriate research objectives and objects, select the appropriate research methods and tools.

(2) Learn from and introduce emerging methods and technologies. Market research needs to learn from and introduce emerging methods and technologies, such as neuromarketing, behavioral marketing, story marketing, social media marketing, etc., using neuroscience, behavioral economics, storytelling, gamification and other disciplines knowledge and design thinking to develop more The method of revealing consumers' subconscious and irrational behavior can improve the depth and breadth of market research.

(3) Combining online and offline data collection and analysis methods. Market research needs to combine online and offline data collection and analysis methods, such as the use of new technologies and new channels such as the Internet, mobile devices, social media, etc., to carry out online or offline market research, expand the source and coverage of data, and improve The timeliness and real-time of data.

(4) to achieve intelligent or automated data analysis and presentation. Market research needs to realize intelligent or automatic data analysis and presentation, such as the use of big data, artificial intelligence, machine learning and other new tools and new means to carry out intelligent or automatic market research, to achieve the rapid collection, processing, mining and visualization of massive data, improve the value and utility of data.

As one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China, Shangpu Consulting has always paid attention to the needs of method innovation. According to different projects and customers, it has adopted a variety of innovative methods and technologies, such as In-depth interviews, neural marketing, story marketing, social media marketing, etc., to provide customers with deeper, broader and more valuable market research services.

Challenges of 3. Technology Applications

Technology is an important support and driving force for market research, and the development and application of technology can bring more possibilities and opportunities for market research. However, the application of technology also brings some challenges, such as: technology update and iteration speed; technology selection and adaptability; technology cost and benefit; technology safety and compliance. Therefore, market research needs to make rational use of technology, give full play to the advantages of technology, while avoiding the risks and obstacles of technology.

In order to meet the challenges of technology application, market research needs to make efforts in the following aspects:

(1) Keep the attention and learning of technology. Market research needs to maintain the attention and learning of technology, such as paying attention to the development trend and cutting-edge dynamics of technology, learning the principles and application methods of technology, mastering the advantages and disadvantages of technology and applicable scenarios, and improving the cognition and application ability of technology.

(2) Evaluate and select appropriate technologies and platforms. Market research needs to evaluate and select suitable technologies and platforms, such as cloud computing, blockchain, Internet of Things, virtual reality, etc., according to the project's objectives, objects, scale, budget and other factors, to ensure the matching and compatibility of technologies.

(3) Balance the cost and benefit of technology. Market research needs to balance the costs and benefits of technology, such as balancing the inputs and outputs of technology, such as hardware, software, manpower, time, etc., according to the benefits and risks of the project, to ensure the feasibility and sustainability of the technology.

(4) to ensure the safety and compliance of technology. Market research needs to ensure the security and compliance of the technology, such as ensuring the security and compliance of the technology according to the data and information involved in the project, such as encryption, backup, authorization, audit, etc., to ensure the legality and morality of the technology.

As one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China, Shangpu Consulting has been facing the challenge of technology application and actively using technology, such as cloud computing, big data, artificial intelligence, etc., to provide more efficient, intelligent and safer technical support and solutions for market research.

The difficulty of cultivating 4. talents

Talents are the core and soul of market research, and the quality and ability of talents directly determine the level and quality of market research. However, the training of talents in market research is also facing some difficulties, such as: the imbalance of the demand and supply of talents; the lack of knowledge and skills of talents; the lack of innovation and cooperation of talents; the lack of flow and retention of talents. Therefore, market research needs to strengthen the training and management of talents, improve the quality and ability of talents, and stimulate the potential and value of talents.

In order to solve the difficulty of talent training, market research needs to make efforts in the following aspects:

(1) Establish and improve the recruitment and selection mechanism of talents. Market research needs to establish and improve the recruitment and selection mechanism of talents, such as establishing and improving the recruitment and selection mechanism of talents according to the needs and standards of market research, such as job analysis, job description, resume screening, interview evaluation, background investigation, etc., to ensure the quality and matching degree of talents.

(2) Formulate and implement talent training and development plans. Market research needs to formulate and implement talent training and development plans, such as formulating and implementing talent training and development plans according to the current situation and goals of talents, such as induction training, on-the-job training, professional training, career planning, etc., to improve the knowledge and skills of talents.

(3) Create and maintain an atmosphere of innovation and collaboration for talents. Market research needs to create and maintain an atmosphere of innovation and collaboration for talents. For example, according to the characteristics and needs of talents, create and maintain an atmosphere of innovation and collaboration for talents, such as incentive mechanisms, communication mechanisms, team building, knowledge sharing, etc., to stimulate the innovation and innovation of talents. Collaboration ability.

(4) Establish and optimize the incentive and retention mechanism of talents. Market research needs to establish and optimize the incentive and retention mechanism of talents, such as establishing and optimizing the incentive and retention mechanism of talents according to the contribution and value of talents, such as salary and welfare, promotion channel, recognition and reward, employee care, etc., to enhance the satisfaction and loyalty of talents.

As one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China, Shangpu Consulting has always attached importance to the difficulty of personnel training and is committed to building a market research team with high quality, high ability, high efficiency and high innovation. it has a group of market research experts and consultants with rich experience and professional knowledge, providing customers with high-level and high-quality market research services.

Conclusion

Market research is an important business activity, which is of great significance to the development and competition of enterprises. However, market research also faces many challenges, such as the guarantee of data quality, the demand for method innovation, the challenge of technology application, and the difficulty of talent training. This paper analyzes these four aspects and discusses how to deal with the challenges of market research and improve the quality, efficiency and innovation of market research in the light of the practical cases of Shangpu Consulting. I hope this paper can help the understanding and practice of market research.