Definition and significance of 1. consumer research

Consumer research refers to the activities that enterprises collect and analyze consumers' behavior, attitude, demand, satisfaction and other information in various ways in order to provide the basis for the decision-making of enterprises. Consumer research can help businesses:

Understand the market size, structure, trends, competitive conditions, etc;

Identify consumer needs, preferences, motivations, psychology, etc;

Evaluate the function, quality, image and price of the product;

Optimize marketing strategies, channels, communication, promotion, etc;

Monitor consumer satisfaction, loyalty, word of mouth, etc.

Consumer research is an important means for enterprises to achieve market orientation, improve competitiveness and create value. However, consumer research is not a simple thing, it needs to follow certain principles and norms in order to ensure the quality and effectiveness of the research.

Principles and norms of 2. consumer research

The principles and norms of consumer research refer to the basic guidelines and operating standards that should be followed when conducting consumer research to ensure that the purpose, method, process, and results of the research meet the requirements of scientificity, objectivity, reliability, and effectiveness. The principles and norms of consumer research mainly include the following aspects:

1. Clear research objectives

Research objectives refer to the purpose and expectations of consumer research, which is the starting point and destination of research. Clear research objectives help:

Determine the scope, content and depth of the investigation;

Select appropriate research methods, tools, indicators, etc;

Design effective research questionnaires, programs, plans, etc;

Analyze and interpret research data, results, recommendations, etc.

Research objectives should have the following characteristics:

Clarity: the research objectives should clearly express the problems and directions of the research, and avoid ambiguity and ambiguity;

Quantifiable: research objectives should have specific values and standards to facilitate measurement and evaluation;

Can be achieved: research objectives should be in line with the actual conditions and resources, not too high or too low;

Related: The research objectives should be consistent with the enterprise's strategy, objectives, problems, etc., without deviation or conflict;

Time limit: the research objectives should have clear time nodes and deadlines to facilitate arrangement and implementation.

2. Select the appropriate research method

Research method refers to the way and means of consumer research, which is the core and key of research. Choosing the right research method helps:

Collect valid and useful research data;

Reduce the cost and risk of research;

Improve the efficiency and effectiveness of research;

Enhance the reliability and validity of research.

Research methods are divided into two main categories:

Qualitative research: Qualitative research refers to the collection and analysis of non-numerical information such as consumers' words, behaviors, and emotions through unstructured or semi-structured methods to reveal consumers' deep-seated motivations, psychology, and attitudes. The common methods of qualitative research are: in-depth interviews, focus groups, observation, experimental methods, etc;

Quantitative research: Quantitative research refers to the collection and analysis of numerical information such as the number, frequency and proportion of consumers in a structured or standardized way to describe and infer the behavior, needs and satisfaction of consumers at the table level. The common methods of quantitative research are: questionnaire survey, experimental method, mathematical statistics and so on.

When choosing a research method, the most appropriate research method should be selected according to the research objectives, content, objects, conditions and other factors, taking into account the advantages and disadvantages, applicability, feasibility, etc. of the research method, or a combination of multiple research methods should be used to improve the comprehensiveness and effectiveness of the research.

3. Design an effective questionnaire

Survey questionnaire refers to a data collection tool used in consumer research, and is the carrier and tool of research. Designing an effective questionnaire can help:

Obtain accurate and complete survey data;

Reduce research errors and deviations;

Increase research response rates and participation;

To facilitate the analysis and processing of research.

The design of the questionnaire should follow the following principles:

Moderation: the length, difficulty and complexity of the survey questionnaire should be suitable for the characteristics and abilities of the survey objects, not too long or too short, too difficult or too simple, too complex or too simple;

Clarity: the title, description, questions and options of the survey questionnaire should clearly express the purpose, requirements, content and significance of the survey to avoid ambiguity and misleading;

Orderly: The structure, sequence and logic of the survey questionnaire should conform to the process and law of the survey, and should not be disorderly and chaotic;

Objectivity: The language, style and form of the questionnaire should be neutral and impartial, without tendencies or hints;

Effective: The questions, options, indicators, etc. of the survey questionnaire should be able to effectively reflect the objectives, content, significance, etc. of the survey, and should not be irrelevant or redundant.

4. Take a representative sample of research

The research sample refers to a part of the individual or unit selected from the overall consumer research, which is the object and basis of the research. Taking a representative sample of research helps:

Ensure the quality and credibility of research data;

Reduce research errors and deviations;

Improve the efficiency and effectiveness of research;

Enhance the universality and applicability of research.

The sampling of research samples should follow the following principles:

There is a basis: the sampling of research samples should be based on the research objectives, content, methods, etc., to determine the appropriate overall, framework, scale, proportion, etc., not random or blind;

There are methods: the sampling of research samples should use scientific sampling methods, such as random sampling, stratified sampling, group sampling, multi-stage sampling, etc., not subjective or biased;

Control: the sampling of research samples should control the sampling process and results, such as sampling time, place, method, personnel, etc., to avoid sampling errors and failures;

There is evaluation: the sampling of research samples should evaluate the quality and effectiveness of the sampling, such as the representativeness, accuracy, stability, comparability, etc. of the sampling, and improve the sampling methods and strategies.

5. Adopt scientific data analysis techniques

Data analysis refers to the process of sorting, processing, analyzing and interpreting the collected data in consumer research, which is the core and key of research. The use of scientific data analysis techniques helps:

Reveal the rules and trends of research data;

test the research hypothesis andConclusion；

Find research problems and suggestions;

Enhance the value and significance of research.

Data analysis techniques fall into two main categories:

Qualitative data analysis: Qualitative data analysis refers to the analysis techniques of non-numerical data, such as speech, behavior, emotion, etc., for induction, classification, coding, interpretation, etc. The commonly used techniques of qualitative data analysis are: content analysis, discourse analysis, narrative analysis, case analysis, etc;

Quantitative data analysis: Quantitative data analysis refers to the numerical data, such as quantity, frequency, proportion, etc., description, inference, correlation, prediction and other analytical techniques. Common techniques for quantitative data analysis are: descriptive statistics, inferential statistics, correlation analysis, regression analysis, etc.

When adopting data analysis technology, the most appropriate data analysis technology should be selected according to the research objectives, contents, methods, data and other factors, considering the advantages and disadvantages, applicability and feasibility of data analysis technology, or a combination of multiple data analysis technologies should be used to improve the comprehensiveness and effectiveness of data analysis.

Case Analysis of 3. Consumer Research

In order to better demonstrate the practical application and value of consumer research, this paper will analyze and explain the specific cases of consumer research services provided by Shangpu Consulting Company for customers.

1. Case 1: Consumer research before new products are listed for a fast consumer product enterprise.

Research objectives: to understand the demand, preference and acceptance of new products by consumers in the target market, and to provide a basis for the positioning, design and promotion of new products;

Research methods: using qualitative and quantitative methods, first conduct in-depth interviews and focus groups to collect consumers' deep-seated motivation, psychology, attitude, etc., and then conduct a questionnaire survey to collect consumers' behavior, needs, satisfaction, etc. at the table level;

Questionnaire: designed a questionnaire containing questions about the function, quality, image, price and other aspects of the new product, using five-point scale and single-choice questions to ensure the validity and objectivity of the questionnaire;

Research sample: from the consumers in the target market, according to the characteristics of age, gender, income, education and so on, 1000 consumers are selected as the research sample, so as to ensure the representativeness and comparability of the sample;

Data analysis: for qualitative data, content analysis and discourse analysis are used to summarize and classify consumers' words, encode and explain consumers' emotions, for quantitative data, descriptive statistics and inferential statistics are used to describe and infer the number, frequency and proportion of consumers, and to analyze the demand, preference and acceptance of new products.

Survey results: Through consumer research, it is found that consumers in the target market have a higher demand and preference for new products, but they have a certain sensitivity and resistance to the price of new products. It is recommended that companies make appropriate adjustments in the pricing of new products. At the same time, highlight the functions and quality advantages of new products in the promotion of new products, and improve consumer awareness and trust.

2. Case 2: conducting a consumer satisfaction survey for an e-commerce platform

Research objective: to understand consumers' overall satisfaction and satisfaction with all aspects of the e-commerce platform, such as goods, services, logistics, payment, etc., to provide a basis for the improvement and optimization of the e-commerce platform;

Research methods: using quantitative methods, questionnaire survey, to collect consumer satisfaction data;

Survey questionnaire: designed a questionnaire containing the overall satisfaction of the e-commerce platform and various aspects of satisfaction, using seven-point scale and multiple-choice questions and other forms to ensure the moderation and clarity of the questionnaire;

Survey samples: 5000 users were randomly selected from the registered users of the e-commerce platform as survey samples to ensure that the samples are based and methodological;

Data analysis: For the data, descriptive statistics and related analysis are used to describe and compare the overall satisfaction and satisfaction of various aspects of the e-commerce platform, and analyze the impact and contribution of various aspects of satisfaction on the overall satisfaction.

Survey results: through the survey of consumer satisfaction, it is found that consumers have high overall satisfaction with the e-commerce platform, but they are dissatisfied with the quality of goods and the speed of logistics. It is suggested that the e-commerce platform should strengthen quality control in the screening and audit of goods, and improve the efficiency and transparency in the distribution and tracking of logistics, so as to improve the satisfaction and loyalty of consumers.

3. Case 3: Conduct consumer loyalty research for a car brand.

Research objectives: to understand consumers' loyalty to automobile brands and influencing factors, such as cognition, trust, satisfaction, recommend, etc., so as to provide basis for the maintenance and promotion of automobile brands;

Research methods: the use of quantitative methods, questionnaires to collect consumer loyalty data;

Questionnaire: designed a questionnaire containing questions about the loyalty of automobile brands and influencing factors, using seven-point scale and multiple-choice questions to ensure the relevance and time-limit of the questionnaire;

Survey samples: 2000 users were randomly selected from the existing users and potential users of automobile brands as survey samples to ensure that the samples were controlled and evaluated;

Data analysis: For the data, using descriptive statistics and regression analysis, describe and compare the loyalty and influencing factors of automobile brands, and analyze the role and contribution of influencing factors to loyalty.

Survey results: Through consumer loyalty research, it is found that consumers have high loyalty to automobile brands, but they are challenged and tempted by competitive brands. It is recommended that automobile brands maintain the loyalty of existing users while strengthening the potential users. Attract and transform, and make differentiated and advantageous strategies in the cognition, trust, satisfaction, and recommend of automobile brands to improve the loyalty and competitiveness of automobile brands.

4. Conclusion

Consumer research is an important means for enterprises to understand market demand, evaluate product effect and optimize marketing strategy. Consumer research needs to follow certain principles and norms to ensure the quality and effectiveness of the research. From the perspective of experts, this paper puts forward the principles and norms of consumer research, including clear research objectives, selecting appropriate research methods, designing effective research questionnaires, taking representative research samples, and using scientific data analysis techniques. This paper also shows the practical application and value of consumer research in combination with the specific case of consumer research services provided by Shangpu Consulting. It is hoped that this paper can provide some reference and enlightenment for enterprises to carry out consumer research.