Market research refers to the collection, collation, analysis and interpretation of market-related information to understand the current situation, trends, opportunities and challenges of the market, and provide the basis and guidance for the strategic decision-making, marketing strategy and brand planning of enterprises. Market research is the first and most important step for enterprises to carry out marketing, because the results of market research directly affect the enterprise's market positioning, target market, product development, price strategy, channel selection, promotion methods and other aspects. However, market research is not a simple thing, it involves multiple links, a variety of methods, a variety of tools, a variety of data, need to have professional knowledge, skills and experience, in order to effectively conduct market research, and draw reliableConclusionand recommendations. In the process of market research, often encounter some problems, how to deal with and solve these problems, is the key to market research. This article will discuss the common questions and answers in market research from the following aspects, hoping to provide some reference and help for market research practitioners and learners.

Purpose of 1. Market Research

The purpose of market research refers to the main tasks and expected results of market research, which is the starting point and destination of market research, as well as the guiding principles and evaluation criteria of market research. Clarifying the purpose of market research helps to determine the scope, content, methods, tools, data and reports of market research, so that market research is more targeted, effective and practical. The purpose of market research can generally be divided into the following categories:

Descriptive purpose: to describe the basic situation of the market, such as market size, market structure, market share, market segmentation, market demand, market characteristics, market changes, etc., to provide basic information for enterprises to understand the current situation of the market.

Diagnostic purpose: to diagnose market problems and causes, such as market opportunities, market threats, market competition, market risks, market satisfaction, market loyalty, market preferences, market behavior, etc., to provide in-depth information for enterprises to analyze market conditions.

Predictive purpose: to predict market development and trends, such as market potential, market growth, market changes, market demand, market innovation, market impact, etc., to provide forward-looking information for enterprises to formulate market strategies.

Exploratory purpose: to explore new areas and new opportunities in the market, such as market gaps, market potential, market creation, market breakthroughs, market disruption, etc., to provide innovative information for enterprises to expand market space.

The purpose of market research can be selected and determined according to different stages, different needs and different objectives of the enterprise, and can also be adjusted and modified according to different conditions, changes and characteristics of the market. The purpose of market research should have the following characteristics:

Clarity: The purpose of market research should clearly express the theme and direction of market research, avoid vague and vague expressions, so that market research implementers and users can have a clear understanding and expectation of the content and results of market research.

Feasibility: The purpose of market research should consider the feasibility of market research, including the time, cost, resources, methods, tools, data and other conditions and restrictions of market research, to avoid the development of too ideal and beyond the actual purpose, so that market research can be carried out and completed smoothly.

Useful: the purpose of market research should be in line with the value and significance of market research, can provide useful information and suggestions for the strategic decision-making, marketing strategy and brand planning of enterprises, avoid irrelevant and meaningless market research, so that market research can play its due role and effect.

One of the common questions and answers in market research is how to clarify the purpose of market research. The solution to this problem is:

Combined with the strategic objectives, marketing objectives and brand objectives of the enterprise, analyze the necessity and urgency of market research, and determine the main tasks and expected results of market research.

Combined with the current situation, trends, opportunities and challenges of the market, analyze the key and difficult points of market research, determine the scope and content of market research, and the core questions that need to be answered.

Combined with the conditions and limitations of market research, analyze the feasibility and difficulty of market research, and determine the requirements and standards of time, cost, resources, methods, tools, data and other aspects of market research.

Combined with the value and significance of market research, analyze the usefulness and practicality of market research, determine the target users and target scenarios of market research, and the output form and use of market research.

2. methods of market research

The method of market research refers to the basic types and methods of market research, which is the main means and tools of market research, and is also the core content and key link of market research. Choosing the right market research methods can help improve the efficiency and quality of market research and obtain more accurate and in-depth market information and insights. Market research methods can generally be divided into the following two categories:

Quantitative research: Quantitative research refers to the collection and analysis of a large number of numerical data, in a quantitative way to describe and explain the phenomena and laws of the market, to obtain a representative and universal.Conclusionand suggested market research methods. The advantage of quantitative research is that it can provide objective, accurate and comparable market information for descriptive and predictive market research purposes, such as market size, market share, market demand, market satisfaction, market impact, etc. The disadvantage of quantitative research is that it does not provide an in-depth understanding of market motivations, attitudes, feelings, opinions, etc., and requires clear assumptions and questions, as well as appropriate samples and methods, otherwise it may lead to distortion and misleading data. The common methods of quantitative research are: questionnaire survey, experimental design, mathematical statistics, mathematical modeling, trend analysis, causal analysis and so on.

Qualitative research: Qualitative research refers to the collection and analysis of non-numerical data, in a non-quantitative way to understand and explain the meaning and meaning of the market, with depth and detail.Conclusionand suggested market research methods. The advantage of qualitative research is that it can reveal the nature and background of the market and is suitable for diagnostic and exploratory market research purposes, such as market problems, market reasons, market opportunities, market innovations, market breakthroughs, etc. The disadvantage of qualitative research is that it cannot provide objective, accurate and comparable market information, and requires a high degree of professionalism and sensitivity, as well as appropriate participants and tools, otherwise it may lead to one-sided and subjective information. The common methods of qualitative research are: in-depth interview, focus group, observation, case analysis, literature analysis, metaphor analysis and so on.

The second common question and answer in market research is how to choose the method of market research. The solution to this problem is:

According to the purpose of market research, determine the type of market research, whether it is quantitative or qualitative research, or a combination of the two, as well as their respective proportions and order.

According to the content of the market research, determine whether the market research problem is descriptive or explanatory, or a combination of the two, as well as their respective priorities and difficulties.

According to the conditions of market research, determine the method of market research, whether it is questionnaire or in-depth interview, or other methods, as well as their respective advantages and disadvantages and applicability.

According to the value of market research, determine the effect of market research, whether to provide objective data or provide in-depth insight, or a combination of the two, as well as their respective significance and use.

3. market research tools

The tool of market research refers to the auxiliary equipment and procedures of market research, which is the carrier and medium of the implementation and output of market research, and also the guarantee and improvement of the efficiency and quality of market research. The use of reasonable market research tools helps to simplify the process and steps of market research, optimize the form and method of market research, and enhance the attractiveness and influence of market research. Market research tools can generally be divided into the following categories:

Collection tools: Collection tools are market research tools used to obtain market information, such as questionnaires, interview guides, observation sheets, tape recorders, cameras, scanners, calculators, etc. The role of the collection tool is to help market researchers collect as much, relevant and effective market information as possible from different channels and angles, in different forms and ways, and to provide sufficient data and materials for the analysis and interpretation of market research.

Analysis tools: Analysis tools are market research tools used to process market information, such as statistical software, modeling software, text analysis software, graphical analysis software, data visualization software, data mining software, etc. The role of analytical tools is to help market researchers analyze and interpret market information from different dimensions and levels, with different methods and techniques, for market research.Conclusionand recommendations to provide scientific basis and support.

Output tools: Output tools are market research tools used to present market information, such as report templates, slide templates, chart templates, video templates, audio templates, animation templates, etc. The role of output tools is to help market researchers present and convey market information from different angles and levels, in different forms and ways, and provide effective display and dissemination of the value and significance of market research.

The third common question and answer in market research is how to use the tools of market research. The solution to this problem is:

According to the method of market research, choose the tool of market research, whether it is questionnaire or interview guide, or other tools, as well as their respective characteristics and functions.

According to the content of market research, design market research tools, whether it is single-choice or multiple-choice, or other types of questions, as well as their respective advantages and disadvantages and matters needing attention.

According to the conditions of market research, test market research tools, whether pre-test or formal test, or other tests, and their respective purposes and methods.

According to the value of market research, optimize the market research tools, whether to modify or improve, or other optimization, as well as their respective principles and standards.

4. market research process

The process of market research refers to the basic steps and sequence of market research, the framework and guide for the organization and management of market research, and the guarantee and improvement of the quality and effectiveness of market research. Following a reasonable market research process will help standardize the implementation and monitoring of market research, coordinate all aspects of market research and all participants, and ensure the smooth progress and successful completion of market research. The process of market research can generally be divided into the following steps:

Determining the purpose: Determining the purpose is the first and most important step in market research, which determines the direction and scope of market research, as well as the methods and tools of market research. The method of determining the purpose is to analyze the necessity and urgency of market research according to the strategic objectives, marketing objectives and brand objectives of the enterprise, as well as the current situation, trends, opportunities and challenges of the market, and to formulate the main tasks and expected results of market research, as well as the evaluation criteria and indicators of market research.

Design: The design is the second and most critical step in market research, which determines the feasibility and effectiveness of market research, as well as the quality and efficiency of market research. The method of designing the scheme is to select the type and method of market research, design the tools and questions of market research, determine the samples and data of market research, and the time and cost of market research according to the purpose and content of market research, as well as the conditions and limitations of market research.

Collecting data: Collecting data is the third and most basic step of market research, which determines the adequacy and validity of market research data, as well as the basis and support of market research analysis and interpretation. The method of collecting data is based on market research programs and tools, as well as market research samples and data, using different channels and methods, such as questionnaires, interviews, observations, experiments, etc., to obtain as much as possible, relevant and effective market Information, while paying attention to the sources and characteristics of recording and preserving market information.

Analysis of data: analysis of data is the fourth step of market research, but also the core step, it determines the market research.Conclusionand the scientific nature and depth of the recommendations, as well as the value and significance of market research. The method of analyzing data is based on the purpose and problems of market research, as well as the data and information of market research, using different methods and techniques, such as statistics, modeling, text, graphics, data visualization, data mining, etc., to analyze and explain market information At the same time, pay attention to testing and verifying the accuracy and reliability of market information.

Output report: The output report is the fifth and final step of market research, which determines the presentation and dissemination of the results and effects of market research, as well as the acquisition and evaluation of the impact and feedback of market research. The method of outputting the report is based on the purpose and value of the market research, as well as the market research.Conclusionand recommendations, using different forms and methods, such as reports, slides, charts, videos, audio, animations, etc., to present and convey the connotation and meaning of market information, while paying attention to attracting and persuading the target users and target scenarios of market research.

The process of market research is not static, but can be adjusted and modified according to the specific situation and needs of market research, but the process of market research should follow the following principles:

Logicality: The process of market research should conform to the logic of market research, that is, from purpose to plan, from plan to data, from data to analysis, from analysis to report, each step has its premise and results, which are interrelated and support each other to form a complete closed loop.

Systematic: The process of market research should reflect the systematic nature of market research, that is, each step contains multiple links and multiple participants, and requires effective organization and management, coordination and communication, monitoring and evaluation to ensure the smooth progress of market research. And successfully completed.

Flexibility: The process of market research should have the flexibility of market research, that is, each step can make appropriate adjustments and modifications according to market changes and feedback, increase or decrease certain links or participants, change or optimize certain methods or tools, improve or reduce certain standards or indicators, so that market research can adapt to the actual situation and needs of the market.

Considerations for 5. Market Research

Matters needing attention in market research refers to some common problems and misunderstandings in market research, as well as some practical skills and suggestions in market research. It is the summary and sharing of experience and lessons in market research, and it is also the promotion and improvement of the level and effect of market research. Pay attention to the precautions of market research, help to avoid some common mistakes and traps of market research, find some potential opportunities and innovations of market research, and improve the professionalism and sensitivity of market research. Attention to market research can generally be divided into the following points:

Pay attention to the purpose of market research: the purpose of market research is the soul of market research and the starting point and destination of all market research. The purpose of market research should be clear, feasible and useful, not vague, unrealistic and meaningless. The purpose of market research should run through the whole process of market research, guide all aspects of market research and evaluate the results of market research, the purpose of market research should be adjusted and modified appropriately according to market changes and feedback to maintain the pertinence, effectiveness and practicality of market research.

Pay attention to the method of market research: the method of market research is the core of market research and all the means and tools of market research. The method of market research should be appropriate, scientific and in-depth, but not appropriate, unscientific and not in-depth. The method of market research should be reasonably selected and designed according to the purpose and content of market research, as well as the conditions and restrictions of market research, the method of market research should combine quantitative research and qualitative research to effectively supplement and verify, and the method of market research should carry out effective analysis and explanation according to the data and information of market research.

Pay attention to market research tools: market research tools are the carrier of market research and the implementation and output of all market research. market research tools should be simple, easy to use, interesting, not complicated, difficult to use, and boring. market research tools should be reasonably designed and tested according to market research methods and problems, as well as market research samples and data, market research tools should be combined with collection tools, analysis tools and output tools for effective collection, processing and presentation, market research tools should be based on the target users and target scenarios of market research, effective attraction, persuasion and dissemination.

Pay attention to the process of market research: the process of market research is the framework of market research and the organization and management of all market research. The process of market research should be logical, systematic and flexible, but it cannot be logical, systematic and inflexible. The process of market research should conform to the logic of market research, that is, from purpose to plan, from plan to data, from data to analysis, from analysis to report, to form a complete closed loop, the market research process should reflect the system of market research, that is, each step contains multiple links and multiple participants, and requires effective organization and management, coordination and communication, monitoring and evaluation. The market research process should have the flexibility of market research, that is, each step can be adjusted and modified appropriately according to market changes and feedback.

Pay attention to the quality of market research: the quality of market research is the life of market research and the guarantee and promotion of all market research. the quality of market research should be high, reliable and convincing, not low, unreliable and unconvincing. the quality of market research should be controlled and improved from the purpose, method, tool, process and other aspects of market research, the quality of market research should be from the market research data, analysis,ConclusionThe quality of market research should be evaluated and improved from the value, significance, impact and other effects of market research.

Pay attention to the innovation of market research: the innovation of market research is the soul of market research and the breakthrough and subversion of all market research. The innovation of market research should be novel, valuable and influential, not obsolete, worthless and influential. The innovation of market research should be explored and tried from the purpose, method, tool, process and other aspects of market research, innovation in market research should be based on market research data, analysis,ConclusionThe innovation of market research should be displayed and disseminated from the value, significance, impact and other effects of market research.