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2024-07-18 17:00:07 来源：尚普咨询浏览量：0

一、调研目标不明确

调研目标是消费者调研的出发点和指导原则，它决定了调研的内容、方法、范围、时间、资源等。如果调研目标不明确，就会导致调研的方向偏离、重点模糊、效率低下、结果无用。因此，企业在进行消费者调研之前，必须明确调研的目的、对象、问题、假设、预期等，以便制定合理的调研计划和方案。

解决方案：

与相关的内部和外部利益相关者沟通，了解他们的需求和期望，确保调研目标与企业的战略目标和市场环境相一致。

使用SMART原则（Specific, Measurable, Achievable, Relevant, Time-bound）来定义和检验调研目标，确保调研目标具有明确性、可测量性、可实现性、相关性和时限性。

使用逻辑框架（Logical Framework）或其他工具来梳理调研目标与调研活动、输出、结果、影响之间的逻辑关系，确保调研目标具有可操作性和可评估性。

案例：

尚普咨询曾为一家汽车制造商提供消费者调研服务，帮助其了解中国市场的消费者需求和偏好，以便为其新款电动汽车的设计和推广提供依据。尚普咨询在进行调研之前，与客户进行了深入的沟通，明确了调研的目标是：分析中国市场的电动汽车的消费者特征、购买动机、使用体验、满意度、忠诚度、改进意见等，以及影响消费者选择电动汽车的关键因素和障碍。尚普咨询还使用SMART原则和逻辑框架来确保调研目标的合理性和可行性。

二、调研方法不合适

调研方法是消费者调研的核心技术，它决定了调研的数据来源、数据类型、数据质量、数据分析等。如果调研方法不合适，就会导致调研的数据不可靠、不全面、不深入、不有趣，甚至产生偏差和误导。因此，企业在选择消费者调研的方法时，必须考虑调研的目标、对象、问题、资源等，以及不同方法的优缺点、适用性、可比性等，以便选择最合适的调研方法或组合。

解决方案：

根据调研的目标和问题，选择合适的调研类型，如：探索性调研、描述性调研、因果性调研等，以及合适的调研范式，如：定量调研、定性调研、混合调研等。

根据调研的对象和资源，选择合适的调研方式，如：主动调研、被动调研、在线调研、离线调研等，以及合适的调研渠道，如：电话、邮件、网站、社交媒体、应用程序、面对面等。

根据调研的数据和分析，选择合适的调研工具，如：问卷、访谈、观察、实验、测试、案例、焦点小组、场景分析、故事板、原型等，以及合适的调研技术，如：抽样、量表、编码、分类、统计、回归、聚类、关联、因子、主成分、文本、情感、语义、网络、可视化等。

案例：

尚普咨询曾为一家快消品公司提供消费者调研服务，帮助其评估其新推出的一款洗发水的市场表现和消费者反馈，以便为其后续的产品改进和营销策略提供依据。尚普咨询在选择调研方法时，考虑了调研的目标和问题，决定采用描述性调研和因果性调研的结合，以及定量调研和定性调研的结合。尚普咨询还考虑了调研的对象和资源，决定采用在线调研和离线调研的结合，以及电话、邮件、网站、社交媒体、面对面等多种调研渠道。尚普咨询还考虑了调研的数据和分析，决定采用问卷、访谈、观察、测试、案例、焦点小组等多种调研工具，以及抽样、量表、编码、分类、统计、回归、聚类、关联、因子、主成分、文本、情感、语义、网络、可视化等多种调研技术。

三、调研样本不代表性

调研样本是消费者调研的数据基础，它决定了调研的数据覆盖度、数据泛化度、数据信度等。如果调研样本不代表性，就会导致调研的数据不能反映真实的消费者群体的特征、行为、态度、意见等，甚至产生系统性的偏差和误差。因此，企业在确定消费者调研的样本时，必须考虑样本的规模、结构、来源、选择、分配等，以及样本的误差、偏差、变异、置信度等，以及样本的代表性和有效性。

解决方案：

根据调研的目标和对象，确定总体和子总体，以及相应的抽样框和抽样单位，确保样本的覆盖度和结构。

根据调研的方法和资源，选择合适的抽样方法，如：随机抽样、分层抽样、整群抽样、系统抽样、方便抽样、判断抽样、配额抽样、雪球抽样等，确保样本的选择和分配。

根据调研的数据和分析，计算合适的样本规模，以及相应的误差、偏差、变异、置信度等，确保样本的质量和效率。

根据调研的结果和影响，评估样本的代表性和有效性，以及可能存在的局限性和风险，确保样本的可靠性和可信度。

案例：

尚普咨询曾为一家餐饮连锁企业提供消费者调研服务，帮助其了解其在不同城市的消费者满意度和忠诚度，以便为其提升品牌形象和市场份额提供依据。尚普咨询在确定调研样本时，考虑了调研的目标和对象，决定以在过去一年内至少消费过一次该企业的餐饮产品的消费者为总体，以不同城市的消费者为子总体，以个人为抽样单位。尚普咨询还考虑了调研的方法和资源，决定采用分层随机抽样的方法，以保证样本的代表性和随机性。尚普咨询还考虑了调研的数据和分析，计算了合适的样本规模，以及相应的误差、偏差、变异、置信度等，以保证样本的质量和效率。尚普咨询还考虑了调研的结果和影响，评估了样本的代表性和有效性，以及可能存在的局限性和风险，以保证样本的可靠性和可信度。

四、调研数据不准确

调研数据是消费者调研的数据核心，它决定了调研的数据真实度、数据完整度、数据一致度、数据清晰度等。如果调研数据不准确，就会导致调研的数据不能反映真实的消费者情况，甚至产生错误的调研结果和Conclusion。因此，企业在收集、处理、存储、传输、展示消费者调研的数据时，必须考虑数据的来源、类型、格式、质量、安全等，以及数据的准确性和有效性。

解决方案：

在收集数据时，使用合适的数据收集工具和技术，如：问卷、访谈、观察、实验、测试、案例、焦点小组等，以及相应的数据收集软件和平台，确保数据的来源和类型。

在处理数据时，使用合适的数据处理工具和技术，如：编码、分类、统计、回归、聚类、关联、因子、主成分、文本、情感、语义、网络、可视化等，以及相应的数据处理软件和平台，确保数据的格式和质量。

在存储数据时，使用合适的数据存储工具和技术，如：数据库、文件、云端、区块链等，以及相应的数据存储软件和平台，确保数据的安全和一致。

在传输数据时，使用合适的数据传输工具和技术，如：网络、蓝牙、NFC、QR码、RFID等，以及相应的数据传输软件和平台，确保数据的安全和完整。

在展示数据时，使用合适的数据展示工具和技术，如：表格、图表、仪表盘、地图、故事、视频等，以及相应的数据展示软件和平台，确保数据的清晰和有趣。

案例：

尚普咨询曾为一家电商平台提供消费者调研服务，帮助其了解其在不同细分市场的消费者行为和偏好，以便为其优化产品功能和用户体验提供依据。尚普咨询在收集、处理、存储、传输、展示消费者调研的数据时，使用了合适的数据工具和技术，如：在线问卷、文本分析、云数据库、网络传输、图表展示等，以保证数据的准确性和有效性。

五、调研结果不分析

调研结果是消费者调研的数据价值，它决定了调研的数据意义、数据洞察、数据建议、数据影响等。如果调研结果不分析，就会导致调研的数据不能为企业提供有用的信息和知识，甚至浪费企业的时间和资源。因此，企业在分析消费者调研的结果时，必须考虑数据的目标、问题、假设、预期等，以及数据的分析方法、分析过程、分析报告等，以及数据的分析质量和效果。

解决方案：

在分析数据时，使用合适的数据分析方法，如：描述性分析、推断性分析、预测性分析、诊断性分析、探索性分析、因果性分析等，以及相应的数据分析模型和算法，确保数据的分析目的和问题。

在分析数据时，使用合适的数据分析过程，如：数据清洗、数据转换、数据探索、数据建模、数据评估、数据优化等，以及相应的数据分析步骤和流程，确保数据的分析质量和效率。

在分析数据时，使用合适的数据分析报告，如：数据摘要、数据解释、数据可视化、数据洞察、数据建议、数据故事等，以及相应的数据分析结构和格式，确保数据的分析清晰和有趣。

案例：

尚普咨询曾为一家旅游平台提供消费者调研服务，帮助其了解其在不同旅游目的地的消费者满意度和忠诚度，以便为其提升用户黏性和留存率提供依据。尚普咨询在分析消费者调研的结果时，使用了合适的数据分析方法、过程、报告，如：描述性分析、推断性分析、因果性分析、数据清洗、数据转换、数据探索、数据建模、数据评估、数据优化、数据摘要、数据解释、数据可视化、数据洞察、数据建议、数据故事等，以保证数据的分析质量和效果。

六、调研报告不清晰

调研报告是消费者调研的数据传播，它决定了调研的数据沟通、数据理解、数据应用、数据影响等。如果调研报告不清晰，就会导致调研的数据不能有效地传达给相关的内部和外部利益相关者，甚至引起误解和质疑。因此，企业在编写和呈现消费者调研的报告时，必须考虑报告的目标、受众、内容、结构、格式、风格等，以及报告的清晰性和有效性。

解决方案：

在编写报告时，使用合适的报告目标，如：信息、说服、建议、评估、总结等，以及相应的报告语气和态度，确保报告的目的和受众。

在编写报告时，使用合适的报告内容，如：背景、目标、方法、数据、结果、分析、结论、建议、限制、附录等，以及相应的报告逻辑和顺序，确保报告的完整和有序。

在编写报告时，使用合适的报告结构，如：标题、摘要、目录、正文、参考、致谢等，以及相应的报告层次和分段，确保报告的清晰和易读。

在编写报告时，使用合适的报告格式，如：字体、字号、颜色、对齐、间距、缩进、页码、页眉、页脚等，以及相应的报告规范和统一，确保报告的美观和专业。

在编写报告时，使用合适的报告风格，如：正式、客观、准确、简洁、清晰、有趣等，以及相应的报告语言和语法，确保报告的表达和效果。

案例：

尚普咨询曾为一家教育平台提供消费者调研服务，帮助其了解其在不同年龄段的消费者需求和偏好，以便为其开发和优化适合不同年龄段的教育产品和服务提供依据。尚普咨询在编写和呈现消费者调研的报告时，使用了合适的报告目标、内容、结构、格式、风格，如：信息、说服、建议、评估、总结等目标，背景、目标、方法、数据、结果、分析、结论、建议、限制、附录等内容，标题、摘要、目录、正文、参考、致谢等结构，字体、字号、颜色、对齐、间距、缩进、页码、页眉、页脚等格式，正式、客观、准确、简洁、清晰、有趣等风格，以保证报告的清晰性和有效性。

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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!
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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!
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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!

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