Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Consumer Research > Cao Jie >

The Art of Consumer Research: How to Design Effective Questions

2024-07-18 16:59:59 来源：尚普咨询浏览量：0

消费者调研是指在对市场环境、人口特征、生活方式、经济水平等基本特征进行研究的基础上，运用各种市场调研技术和方法，对消费群体通过认知、态度、动机、选择、决策、购买、使用等阶段实现自身愿望和需要的研究。消费者调研是市场调研领域应用最多的消费品市场研究的一个最基础、主要的组成部分，包括消费者基本特征研究、消费者行为研究、消费者动机研究三大部分。通过这三个层面的研究，为相关行业和企业提供：市场细分、产品定位、品牌管理、定价策略、新品开发、渠道建设、广告投放、促销活动、销售预测等行为的理论、数据基础。

消费者调研的目的是为了了解消费者的需求、偏好、行为和满意度，从而制定合理的产品开发、品牌管理、营销策略和服务改进等决策。因此，消费者调研的目标应该是具体、明确、可量化和可实现的，否则会导致调研过程中出现偏差和浪费。例如，一个企业想要了解消费者对其新产品的反馈，那么它的目标应该是：了解消费者对新产品的认知、态度、购买意愿和使用情况，并根据结果进行产品改进和营销策略调整。这样的目标就比较清晰和具体，可以指导后续的调研设计和实施。

消费者调研需要选择合理的方法。方法是指调研所采用的数据收集和分析方式。方法应该根据目标、预算、时间和资源等因素进行选择，以保证数据的有效性和可靠性。常见的消费者调研方法有：问卷调查、深度访谈、焦点小组、实验、观察等。问卷调查是一种通过设计一系列的问题，向一定数量和类型的消费者发放或发送问卷，收集消费者的回答，进行统计和分析的方法。问卷调查的优点是可以收集大量的数据，覆盖广泛的消费者，成本较低，操作较简单，结果较容易量化和比较。问卷调查的缺点是可能存在数据的失真、偏差和无效，如消费者的回答不真实、不准确、不完整或不一致，或者问卷的发放和回收率低，或者问卷的设计和分析有误等。深度访谈是一种通过与消费者进行面对面或电话等方式的一对一的对话，探讨消费者的观点、感受、动机、经历等，收集消费者的言语和非言语的信息，进行解释和分析的方法。深度访谈的优点是可以收集深入的数据，了解消费者的内在心理和行为过程，发现消费者的潜在需求和问题，结果较容易理解和解释。深度访谈的缺点是可能存在数据的主观性、片面性和不可比性，如消费者的回答受情绪、环境、访谈者等因素的影响，或者消费者的回答不具有代表性，或者不同消费者的回答难以进行统一和比较等。焦点小组是一种通过邀请6-12名具有相似特征或经历的消费者，由一名访谈者引导他们就某一主题进行自由讨论，观察和记录消费者的言语和非言语的反应，进行归纳和分析的方法。焦点小组的优点是可以收集丰富的数据，利用消费者之间的互动和影响，激发消费者的想法和感受，结果较容易展示和传达。焦点小组的缺点是可能存在数据的不稳定性、不可控性和不可预测性，如消费者的回答受其他消费者、访谈者、场地等因素的影响，或者消费者的回答偏离主题，或者消费者的回答难以进行量化和比较等。实验是一种通过在一定的条件下，对消费者进行人为的干预或操纵，观察和测量消费者的反应，进行因果关系的推断和分析的方法。实验的优点是可以收集准确的数据，控制和排除无关的变量，结果较容易验证和推广。实验的缺点是可能存在数据的人为性、局限性和不现实性，如消费者的回答受实验者、实验环境、实验操作等因素的影响，或者消费者的回答不具有普遍性，或者消费者的回答与真实情况不一致等。观察是一种通过直接或间接地观察消费者的行为，记录和描述消费者的动作、表情、场景等，进行分类和分析的方法。观察的优点是可以收集客观的数据，避免消费者的偏见和误导，结果较容易呈现和解释。观察的缺点是可能存在数据的不完整性、不深入性和不解释性，如消费者的行为不完全被观察到，或者消费者的行为不符合观察的目的或标准，或者消费者的行为不能反映消费者的想法和感受等。

消费者调研需要遵循一定的原则。原则是指调研所遵循的基本规范和要求。原则应该根据目标、方法、数据和结果等因素进行制定，以保证调研的有效性和质量。常见的消费者调研原则有：有效性、可靠性、客观性、适用性和伦理性等。有效性是指调研是否能够达到预期的目标，是否能够反映真实的消费者情况，是否能够提供有价值的信息和建议。可靠性是指调研是否能够重复进行，是否能够产生一致的结果，是否能够消除或减少误差和偏差。客观性是指调研是否能够避免主观的影响，是否能够公正和公开地进行，是否能够使用科学和合理的方法和技术。适用性是指调研是否能够适应不同的情境和条件，是否能够满足不同的需求和期望，是否能够产生可操作和可实施的结果。伦理性是指调研是否能够尊重消费者的权利和利益，是否能够保护消费者的隐私和安全，是否能够遵守相关的法律和规范等。

消费者调研需要掌握一些技巧。技巧是指调研所运用的具体的方法和手段。技巧应该根据目标、方法、原则和数据等因素进行选择，以提高调研的效率和效果。本文主要讨论如何设计有效的调研问题的技巧，因为调研问题是调研的核心，也是调研的难点。调研问题的设计应该遵循以下几个方面的技巧：

问题的数量和顺序。问题的数量应该根据调研的目标和方法进行确定，一般来说，问题的数量不宜过多，以免消费者感到厌烦和疲劳，影响回答的质量和效率。问题的顺序应该根据问题的重要性、难易程度、敏感性和相关性等进行安排，一般来说，问题的顺序应该从简单到复杂，从一般到具体，从不敏感到敏感，从无关到相关，以便消费者逐渐进入调研的主题，建立信任和兴趣，提高回答的准确性和完整性。

问题的类型和形式。问题的类型应该根据调研的目标和方法进行选择，一般来说，问题的类型可以分为开放式问题和封闭式问题。开放式问题是指没有给出备选答案的问题，让消费者自由回答，如“你对这款产品有什么看法？”开放式问题的优点是可以收集消费者的原始和多样的信息，发现消费者的新颖和意外的想法，结果较容易展现消费者的个性和差异。开放式问题的缺点是可能存在消费者的回答不清楚、不完整、不一致或不相关，或者消费者的回答难以进行统计和分析等。封闭式问题是指给出备选答案的问题，让消费者选择或评价，如“你对这款产品的满意度是：非常满意、满意、一般、不满意、非常不满意？”封闭式问题的优点是可以收集消费者的简洁和标准的信息，比较消费者的相同和不同的想法，结果较容易进行量化和比较。封闭式问题的缺点是可能存在消费者的回答受备选答案的影响，或者消费者的回答不能反映消费者的真实和细致的情况等。问题的形式应该根据问题的类型和内容进行设计，一般来说，问题的形式可以分为单选题、多选题、填空题、判断题、排序题、比较题、评分题、量表题等。问题的形式应该尽量简单、清晰、易懂、易操作，避免使用复杂、模糊、歧义、引导、暗示、假设、双重否定等不利于消费者回答的形式。

问题的内容和语言。问题的内容应该根据调研的目标和原则进行确定，一般来说，问题的内容应该与调研的主题相关，与消费者的需求和期望一致，与消费者的知识和经验相符，与消费者的利益和权利相协调，避免涉及无关、无用、无意义、无法回答或不愿回答的内容。问题的语言应该根据调研的方法和对象进行选择，一般来说，问题的语言应该使用消费者熟悉和喜欢的词汇、语气、风格和格式，避免使用专业、生僻、抽象、负面、敏感或不礼貌的语言。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise