Purpose of 1. Market Research

The purpose of market research is to solve the problems encountered by enterprises in the market, or to find opportunities in the market, so as to provide a basis for the decision-making of enterprises. The purpose of market research should be clear, specific, quantifiable, and actionable, rather than vague, general, difficult to measure, and difficult to implement.

Myth 1: The purpose of market research is not clear or too broad

Some enterprises in the market research, there is no clear purpose, just want to understand the general situation of the market, or want to understand all aspects of the market, such market research is often lack of pertinence and effectiveness, waste of time and resources, it is difficult to get valuableConclusionand recommendations.

For example, some companies want to conduct market research, but only ask a very broad question, such as "how is our product performing in the market?" or "What is our target market?" such questions are too general and do not specify what the product is to be understood, what the market is to be analyzed, what the problem is to be explored, what the goal is to be achieved, what the method is to be used, what the data is to be obtained, what the analysis is to be performed, and what the report is to be output. Such market research lacks direction and focus, and it is difficult to get useful answers.

Question 1: How to clarify the purpose of market research?

In order to clarify the purpose of market research, enterprises should determine the theme and scope of market research according to their own market conditions and needs, clarify the problems and assumptions of market research, formulate the objectives and indicators of market research, select the methods and tools of market research, plan the process and time of market research, and expect the results and reports of market research. In this way, the purpose of market research will become clear and specific, and it will also help the implementation and evaluation of market research.

For example, if some enterprises want to conduct market research, they will first determine the theme and scope of market research, such as "what is the potential demand and competitiveness of our new products in the target market?" or "How satisfied and loyal are our existing products in the target market?" then, identify market research questions and assumptions, such as "What are the perceptions, attitudes, and behaviors of users in the target market about the new product?" or "What is the satisfaction, loyalty, and willingness to recommend of existing products by users in the target market?" then, the objectives and indicators of market research are formulated, such as "evaluating the market demand, market share, market growth rate, market potential, etc. of new products" or "evaluating the user satisfaction, user loyalty, user retention rate, user conversion rate, etc. of existing products". Then, select the methods and tools of market research, such as "using questionnaires, in-depth interviews, focus groups, observation methods, etc." or "using online surveys, telephone interviews, emails, SMS responses, etc". Then, plan the process and time of market research, such as "divided into four stages: preparation, implementation, analysis and report of market research. How much time is needed for each stage, what personnel and resources are needed, etc". Finally, expect the results and reports of market research, such as "output a report containing the purpose, methods, data, analysis, and,Conclusion, recommendations and other content of the professional report, as well as a concise market research.Abstractand display, etc ". In this way, the purpose of market research will become clear and specific, and it will also help the implementation and evaluation of market research.

2. the object of market research

The object of market research refers to the market participants to be understood by market research, including market users, competitors, partners, regulators, etc. The object of market research should be representative, relevant, and accessible, not random, irrelevant, and unreachable.

Myth 2: The object of market research is not representative or relevant.

When conducting market research, some enterprises do not choose the right market research object according to the purpose and problems of market research, but randomly select some market participants or only select some market participants. Such market research objects are often not representative or relevant, resulting in incomplete, inaccurate and unreliable market research data, which also affects market researchConclusionand the validity and feasibility of the recommendations.

For example, some enterprises want to conduct market research, but do not choose the right market research object according to the purpose and problems of market research, but randomly select some market participants, such as "only surveyed their own customers, not potential customers or competitors' customers" or "only surveyed their familiar customers, not different customer groups or customer types". The object of such market research is not representative or relevant, resulting in market research data is not comprehensive, inaccurate, not credible, but also affects the market research.Conclusionand the validity and feasibility of the recommendations.

3. methods of market research

The method of market research refers to the technology and means used in market research to collect and analyze market information, including the design, implementation, analysis and reporting of market research. The method of market research should be scientific, appropriate and effective, not arbitrary, inappropriate and ineffective.

Misunderstanding 3: The method of market research is not scientific or appropriate

Some enterprises in the market research, not according to the purpose and object of market research, choose the appropriate method of market research, but randomly use some methods of market research, or only use a method of market research, such a market research method is often unscientific or inappropriate, resulting in market research data is unreliable, ineffective, imperfect, it also affects the quality and effectiveness of market research analysis and reporting.

For example, some enterprises want to conduct market research, but do not choose the appropriate market research method according to the purpose and object of market research, but randomly adopt some market research methods, such as "only quantitative market research method, not qualitative market research method" or "only active market research method, not passive market research method". Such market research methods are unscientific or inappropriate, resulting in unreliable, ineffective and imperfect market research data, and also affecting the quality and effectiveness of market research analysis and reporting.

Question 3: How to choose a scientific and appropriate method of market research?

In order to choose a scientific and appropriate market research method, enterprises should comprehensively consider the advantages and disadvantages, applicability, feasibility, cost-effectiveness and other factors of the market research method according to the purpose and object of the market research, and adopt a variety of market research methods to carry out effective combination and cooperation, so as to improve the reliability, validity and perfection of the market research data, and also improve the quality and effect of the analysis and report of the market research.

For example, if some enterprises want to conduct market research, they will adopt a variety of market research methods to carry out effective combination and cooperation according to the purpose and object of market research, comprehensively considering the advantages and disadvantages, applicability, feasibility, cost-effectiveness and other factors of market research methods, such as "using quantitative and qualitative market research methods, to obtain quantitative and qualitative information on the market" or "to use active and passive market research methods to obtain subjective and objective information on the market". In this way, the method of market research will become scientific and appropriate, and will also improve the reliability, validity and perfection of market research data, as well as the quality and effectiveness of market research analysis and reporting.

4. market research data

Market research data refers to the market information collected and analyzed by market research, including market size, structure, characteristics, trends, needs, competition, opportunities, etc. The data of market research should be true, accurate, complete and timely, not false, wrong, missing and outdated.

Myth 4: Market research data is not true or accurate

Some enterprises in the market research, did not use effective data collection and data cleaning methods, resulting in market research data is not true or inaccurate, including the source of data is not credible, the quality of data is not high, data processing is not standardized. Such market research data is untrue or inaccurate, which will affect the credibility and effectiveness of market research analysis and reports, as well as the correctness and effectiveness of corporate decisions and actions.

For example, some enterprises do not adopt effective data collection and data cleaning methods when conducting market research, resulting in untrue or inaccurate market research data, such as "using unreliable data sources, such as unverified data on the network, competitors' non-public data, their own non-objective data, etc." or "there is no effective quality control of data, for example, the consistency, completeness, validity, outliers, etc. of the data were not checked". Such market research data is untrue or inaccurate, which will affect the credibility and effectiveness of market research analysis and reports, as well as the correctness and effectiveness of corporate decisions and actions.

Question 4: How to ensure the authenticity and accuracy of market research data?

In order to ensure the authenticity and accuracy of market research data, enterprises should adopt effective data collection and data cleaning methods, including selecting credible data sources, improving data quality, and standardizing data processing. In this way, the market research data will become true and accurate, and will also improve the credibility and effectiveness of market research analysis and reporting, and will also improve the correctness and effectiveness of corporate decisions and actions.

For example, when conducting market research, some enterprises will adopt effective methods of data collection and data cleaning, including selecting credible data sources, improving data quality, standardizing data processing, etc., such as "using reliable data sources, such as official data, professional data, third-party data, own data, etc." or "effective quality control of data, for example, check the consistency, completeness, validity, outliers, etc. of the data". In this way, the market research data will become true and accurate, and will also improve the credibility and effectiveness of market research analysis and reporting, and will also improve the correctness and effectiveness of corporate decisions and actions.

Analysis of 5. market research

The analysis of market research refers to the processing and interpretation of market data carried out by market research, including the collation, induction, classification, statistics, calculation, comparison, synthesis and evaluation of market data. The analysis of market research should be logical, objective, in-depth, and innovative, rather than confusing, subjective, simple, and outdated.

Myth 5: Market research analysis is not logical or objective

Some enterprises in the market research, did not use effective data analysis methods and techniques, resulting in market research analysis is not logical or objective, including data analysis methods are not appropriate, data analysis technology is not skilled, data analysis results unreasonable.

6. market research report

Market research report refers to the market research output of the market analysis of the summary and recommendations, including market research background, purpose, methods, data, analysis,ConclusionSuggestions, etc. The market research report should be clear, complete, professional and convincing, rather than vague, missing, amateur and weak.

Myth 6: Market research report is not clear or incomplete

Some enterprises do not adopt effective methods and techniques for report writing and presentation when conducting market research, resulting in unclear or incomplete market research reports, including unreasonable structure of the report, inadequate content of the report, irregular language of the report, and unsightly format of the report. Such a market research report is not clear or complete, will affect the market research report readability and understandability, will also affect the market research report to convey and accept the effect.

For example, some companies do not use effective methods and techniques for report writing and presentation when conducting market research, resulting in unclear or incomplete market research reports, such as "not in accordance with the standard structure of market research reports, suchAbstractCatalogue,Text, appendices, etc., to organize the content of the report "or" the key content of the report that does not provide market research, such as the purpose of market research, methods, data, analysis,Conclusion, suggestions, etc., or the content provided is unclear, insufficient, inaccurate, etc ". Such a market research report is not clear or complete, will affect the market research report readability and understandability, will also affect the market research report to convey and accept the effect.

Question 6: How to write a clear and complete market research report?

In order to prepare clear and complete market research reports, companies should adopt effective methods and techniques for report writing and report presentation, including reasonable report structure, adequate report content, standardized report language, and aesthetic report format. In this way, the market research report will become clear and complete, it will also improve the readability and understandability of the market research report, and it will also improve the effectiveness of the communication and acceptance of the market research report.

For example, when conducting market research, some enterprises will adopt effective methods and techniques for report writing and report presentation, including reasonable report structure, adequate report content, standardized report language, aesthetic report format, etc., such as "according to the standard structure of market research reports, suchAbstractCatalogue,Text, appendices, etc., to organize the content of the report, so that the content of the report is organized, hierarchical, logical "or" to provide the key content of the market research report, such as the purpose of market research, methods, data, analysis,Conclusion, recommendations, etc., and to ensure that the content is clear, adequate and accurate, using data, charts, cases, etc. to support the discussion of the content ". In this way, the market research report will become clear and complete, it will also improve the readability and understandability of the market research report, and it will also improve the effectiveness of the communication and acceptance of the market research report.

Summary and Suggestions on Misunderstandings and Problems in 8. Market Research

Through the above analysis, we can see that the misunderstandings and problems of market research are multifaceted, involving the purpose, object, method, data, analysis, report and other aspects of market research, but also affect the quality and effect of market research, as well as the decision-making and action of enterprises. In order to avoid or solve the market research errors and problems, this paper puts forward the following summary and suggestions:

Clarify the purpose of market research, develop a plan for market research, identify market research questions and assumptions, develop market research objectives and indicators, select market research methods and tools, plan the process and timing of market research, and anticipate market research results and reports.

Select representative and relevant market research objects, determine the scope and characteristics of market research objects, adopt reasonable sampling methods and sampling amounts, use effective access methods and access skills, and establish a good access relationship and access atmosphere.

Select scientific and appropriate market research methods, comprehensive consideration of the advantages and disadvantages of market research methods, applicability, feasibility, cost-effectiveness and other factors, the use of a variety of market research methods, effective combination and cooperation, in order to improve the reliability of market research data, validity, integrity.

Ensure the authenticity and accuracy of market research data, select credible data sources, improve data quality, standardize data processing, check data consistency, completeness, validity, outliers, etc., and carry out effective data cleaning and data verification.

Conduct logical and objective market research analysis, select appropriate data analysis methods and techniques, improve the skills and level of data analysis, carry out effective data collation, induction, classification, statistics, calculation, comparison, synthesis, evaluation, etc., to obtain reasonable data analysis results andConclusion。

Prepare a clear and complete market research report, organize the content of the report according to the standard structure of the market research report, provide the key content of the report, ensure that the content is clear, sufficient and accurate, use data, charts, cases, etc. to support the discussion of the content, use the standardized language and format of the report, improve the readability and comprehensibility of the report, and put forward valuable suggestions and opinions on the report.

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