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2024-07-18 16:48:24 来源:尚普咨询 浏览量:0
一、消费者调研的基本概念
消费者调研也称消费市场研究,是指在对市场环境(政治、法律、社会、文化、技术)、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更好地了解消费者的需求和满意度,从而提高产品或服务的质量和竞争力,增加市场份额和利润,建立和维护良好的客户关系,提升企业的品牌形象和声誉,促进企业的可持续发展。
Methods and techniques for 2. consumer research
消费者调研的方法和技术可以分为定性和定量两大类。定性研究主要是通过深入的访谈、观察、案例分析等方式,探索消费者的心理、情感、态度、动机等难以量化的因素,获取深层次的洞察和理解。定量研究主要是通过问卷调查、实验、数理统计等方式,收集和分析消费者的数量、频率、比例、差异等可以量化的数据,得到客观和可验证的Conclusion。
消费者调研的方法和技术的选择应根据研究的目的、对象、内容、范围、时间、成本等因素综合考虑,一般来说,定性研究适合于探索性和描述性的研究,定量研究适合于验证性和推论性的研究,两者可以相互补充和结合,以提高研究的有效性和全面性。
三、消费者调研的参考资源
消费者调研是一个涉及多个学科和领域的综合性研究,需要消费者调研的从业者和学习者不断地更新知识、提高技能、拓展视野。为此,本文推荐了一些有用的参考资源,包括书籍、网站和机构,以供参考。
1. 书籍
书籍是消费者调研的重要的理论和实践的来源,以下是一些比较经典和权威的书籍,涵盖了消费者调研的基本原理、方法、技术、案例等方面,可以帮助消费者调研的从业者和学习者系统地学习和掌握消费者调研的知识和技能。
《消费者行为学》(第12版),施夫曼、卡纳姆斯基著,机械工业出版社,2019年。这是一本全面而深入的消费者行为学教材,从消费者的认知、情感、行为、环境等多个角度,介绍了消费者行为的基本理论、模型、应用和案例,以及消费者行为研究的方法和技术,适合于消费者行为学的教学和学习。
《市场调研实务》(第7版),马尔霍特、巴恩斯著,中国人民大学出版社,2018年。这是一本实用性很强的市场调研教材,从市场调研的流程、设计、数据收集、数据分析、报告编写等方面,详细地介绍了市场调研的方法和技术,以及市场调研的案例和实例,适合于市场调研的教学和实践。
《消费者洞察:从数据到策略》(第3版),韦德、费瑞尔著,机械工业出版社,2017年。这是一本结合了消费者行为学和市场调研的书籍,从消费者的需求、动机、态度、决策等方面,介绍了如何通过数据收集和分析,获取消费者的洞察,从而制定有效的市场策略,适合于消费者洞察的研究和应用。
2. 网站
网站是消费者调研的重要的信息和数据的来源,以下是一些比较有价值和权威的网站,提供了消费者调研的最新动态、研究报告、数据分析、案例分享等内容,可以帮助消费者调研的从业者和学习者及时地了解和掌握消费者调研的发展和趋势。
艾瑞网:艾瑞咨询是中国领先的互联网市场咨询公司,提供了互联网行业的市场调研、数据分析、咨询服务等,涵盖了电子商务、社交媒体、金融科技、消费者行为等多个领域,是消费者调研的重要的参考资源。
易观网:易观是中国知名的大数据分析服务商,提供了大数据分析、人工智能、云计算等技术解决方案,覆盖了电信、金融、零售、教育、医疗等行业,是消费者调研的重要的参考资源。
谷歌趋势 :谷歌趋势是谷歌提供的一个免费的在线服务,可以查看和分析全球和地区的搜索热度、趋势、相关性等,反映了消费者的搜索行为和兴趣,是消费者调研的重要的参考资源。
3. 机构
机构是消费者调研的重要的服务和支持的来源,以下是一些比较有影响力和专业性的机构,提供了消费者调研的咨询、培训、认证、协会等服务,可以帮助消费者调研的从业者和学习者提高自己的专业水平和实践能力。
尚普咨询 :尚普咨询是一家专业的市场调研和咨询公司,为全球的客户提供了消费者调研、竞争分析、市场预测、战略规划等服务,涉及了汽车、医疗、教育、旅游、金融等多个行业,是消费者调研的重要的服务商。例如,尚普咨询曾为一家知名的汽车品牌提供了消费者调研的服务,通过对目标市场的消费者的需求、偏好、满意度等进行深入的分析,帮助该品牌制定了有效的产品定位、品牌形象、营销策略等,提高了该品牌的市场份额和利润。
埃森哲 :埃森哲是一家全球领先的管理咨询、技术服务和外包公司,为全球的客户提供了消费者调研、数字化转型、创新设计、数据分析等服务,涉及了零售、通信、媒体、能源、金融等多个行业,是消费者调研的重要的服务商。例如,埃森哲曾为一家知名的媒体公司提供了消费者调研的服务,通过对目标市场的消费者的行为、动机、体验等进行深入的洞察,帮助该公司设计了符合消费者需求和期望的数字化产品和服务,提高了该公司的用户忠诚度和收入。
ESOMAR :ESOMAR是一个全球性的市场调研和数据分析的协会,旨在促进市场调研和数据分析的发展和标准,为全球的会员提供了消费者调研的培训、认证、活动、出版物等服务,涉及了消费品、医药、媒体、旅游等多个行业,是消费者调研的重要的支持者。
Conclusion
消费者调研是市场调研的重要组成部分,需要消费者调研的从业者和学习者不断地学习和更新知识、技能、视野。本文介绍了消费者调研的基本概念、方法和技术,并推荐了一些有用的参考资源,包括书籍、网站和机构,希望能对消费者调研的从业者和学习者有所帮助。
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