Market research refers to the process of collecting, sorting, analyzing and interpreting market-related data and information to understand the current situation and development trend of the market and provide a basis for market decision-making. The purpose of market research is to identify the market, competitors and consumers, to find market opportunities and threats, to develop or adjust market goals and strategies, and to test and evaluate the effectiveness of the market. Market research includes market size, structure, segmentation, potential, growth rate, number of competitors, size, strategy, strengths, weaknesses, number of consumers, characteristics, needs, preferences, satisfaction, loyalty, etc. The methods of market research include literature research, questionnaire survey, interview method, observation method, experimental method, follow-up method and so on.

The channel mode of market research refers to the information source, information transmission and information feedback mode and path of market research, which is the key factor affecting the effect of market research. Sources of information refer to the access to data and information on which market research relies, including first-hand and second-hand data. First-hand data refers to the raw data collected directly from the market by market researchers, such as questionnaires, interviews, observations, etc. Second-hand data refers to the data obtained by market researchers from existing data and information, such as data and information released by government departments, industry associations, professional institutions, corporate annual reports, and online platforms. Information transfer refers to the process by which market researchers collate, analyze and interpret the collected data and information, including the steps of data cleaning, processing, modeling, and verification. Information feedback refers to the process by which market researchers present analyzed and interpreted data and information to market decision makers in the form of reports, charts, presentations, etc., including the presentation, interpretation, and recommendations of data.

The channel model of market research can be classified and evaluated according to the type and quantity of information sources, the way and efficiency of information transmission, the form and quality of information feedback and other dimensions. According to the type of information source, the channel mode of market research can be divided into first-hand data channel mode and second-hand data channel mode. The first-hand data channel model refers to the channel model in which market researchers directly collect raw data from the market. It has the advantages of data freshness, uniqueness, and pertinence, but it also has the high cost, long time, difficulty, and reliability of data. Low shortcomings. The second-hand data channel model refers to the channel model in which market researchers obtain data from existing data and information, which has the advantages of low cost, short time, easy access and comparability of data, but it also has the disadvantages of old, generalized, incomplete and inaccurate data. According to the number of information sources, the channel mode of market research can be divided into single data channel mode and multi-data channel mode. The single data channel model refers to the channel model in which market researchers only obtain data from one data source, which has the advantages of data consistency, simplicity and clarity, but also has the disadvantages of data limitations, one-sidedness and bias. The multi-data channel model refers to the channel model in which market researchers obtain data from multiple data sources, which has the advantages of extensiveness, diversity and richness of data, but also has the disadvantages of data conflict, complexity and confusion.

According to the way of information transmission, the channel mode of market research can be divided into online data channel mode and offline data channel mode. The online data channel model refers to the channel model in which market researchers collect, analyze and present data through digital platforms such as the Internet and mobile devices. It has the advantages of fast data speed, wide range, low cost, and strong interactivity. There are also shortcomings such as data security, authenticity, and effectiveness. The offline data channel model refers to the channel model in which market researchers collect, analyze and present data through traditional methods such as field visits, telephone interviews, and paper questionnaires. It has the advantages of data depth, quality, and accuracy, but it also has The shortcomings of slow data speed, narrow range, high cost, and weak interactivity. According to the efficiency of information transmission, the channel mode of market research can be divided into efficient data channel mode and inefficient data channel mode. Efficient data channel mode refers to the channel mode in which market researchers can obtain, process and present a large amount of data in a relatively short period of time, which has the advantages of timeliness, flexibility and practicability of data, but also has the disadvantages of data quality, depth and stability. Inefficient data channel mode refers to the channel mode that market researchers need to spend a long time to obtain, process and present a small amount of data, which has the advantages of meticulous, in-depth and systematic data, but also has the disadvantages of lag, rigidity and waste of data.

According to the form of information feedback, the channel mode of market research can be divided into text data channel mode and graphic data channel mode. The text data channel model refers to the channel model in which market researchers present data in the main form of text, which has the advantages of data expression ability, logic and integrity, but also has the disadvantages of boring, lengthy and difficult to understand data. The graphical data channel model refers to the channel model in which market researchers present data in the form of graphics, which has the advantages of intuitive, vivid and easy-to-understand data, but also has the disadvantages of data simplification, distortion and misleading. According to the quality of information feedback, the channel model of market research can be divided into high-quality data channel model and low-quality data channel model. The high-quality data channel model refers to the channel model in which market researchers can provide valuable, meaningful and useful data, which has the advantages of data relevance, accuracy and credibility, but there are also shortcomings such as difficult to obtain, difficult to analyze and difficult to present. Low-quality data channel model refers to the market researcher can only provide worthless, meaningless, useless data channel model, with the data easy to obtain, easy to analyze, easy to present and other advantages, but there are also data irrelevant, inaccurate, untrustworthy and other shortcomings.

The selection and optimization of the channel model of market research is an important part of market research. It is necessary to comprehensively consider the advantages and disadvantages of various channel models and applicable scenarios according to the purpose, content and methods of market research, as well as the characteristics and changes of the market, and make reasonable collocation and adjustment to improve the efficiency and effect of market research. Generally speaking, the selection and optimization of the channel mode of market research should follow the following principles:

The principle of diversification of information sources. Market researchers should obtain data from multiple data sources as much as possible to increase the universality, diversity and richness of data, and avoid the limitation, one-sidedness and bias of data. At the same time, market researchers should choose appropriate data sources according to the purpose and content of market research, so as to improve the freshness, uniqueness and pertinence of data, and avoid the obsolescence, generalization and incompleteness of data.

The principle of efficient information transmission. Market researchers should use digital platforms to collect, analyze and present data as much as possible to improve the speed, scope, cost and interactivity of data, and avoid problems with data security, authenticity and validity. At the same time, market researchers should choose the appropriate data transmission method according to the methods and requirements of market research, so as to improve the depth, quality and accuracy of data, and avoid the problems of speed, scope, cost and interactivity of data.

The optimization principle of information feedback. Market researchers should use a combination of graphics and text to present data as much as possible to improve the intuition, vividness and understandability of the data and avoid the problems of simplification, distortion and misleading of the data. At the same time, market researchers should choose the appropriate form of data feedback according to the needs and preferences of market decision makers to improve the expressiveness, logic and integrity of the data and avoid the boring, lengthy and difficult problems of the data.

Shangpu Consulting Company is a company specializing in market research and consulting services. It has many years of market research experience and rich industry knowledge, and provides customized market research solutions for customers in all walks of life. Champu Consulting has the following practices in the selection and optimization of the channel model for market research:

According to different market research projects, the ratio of first-hand data and second-hand data is flexibly selected and matched to achieve data balance and complementarity. For example, when conducting market demand analysis, Shangpu Consulting Company will focus on using first-hand data to directly understand the needs, preferences, satisfaction and other information of consumers in the target market through questionnaires, interviews and other methods; when conducting market competition analysis, Shangpu Consulting Company will focus on using second-hand data, through literature research, online search and other methods, indirectly understand the number, size, strategy, advantages and other information of competitors in the target market.

According to different market research needs, flexible selection and matching of online data and offline data ratio, in order to achieve efficient and in-depth data. For example, when forecasting the market scale and growth rate, Shangpu Consulting Company will focus on online data, and quickly collect and analyze a large amount of historical data and trend data through digital platforms such as the Internet and mobile devices. When conducting market segmentation and positioning research, Shangpu Consulting Company will focus on offline data, through traditional methods such as field visits and telephone interviews, in-depth collection and analysis of small amounts of detail data and feature data.

According to different market decision makers, flexible selection and matching of text data and graphic data ratio, in order to achieve clear and vivid data. For example, when reporting market research results to senior managers, Shangpu Consulting Company will focus on using graphical data to visually display the general situation, problems, opportunities and suggestions of the market through reports, charts, demonstrations and other forms. When delivering market research results to middle managers and front-line employees, Shangpu Consulting Company will focus on using text data, through documents, emails, lectures and other forms, explain market data, analysis, strategies and measures in detail.