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2024-07-18 16:48:27 来源：尚普咨询浏览量：0

1. Determination of Research Purpose

消费者调研的第一步是确定调研目的，即明确调研的问题和目标。调研目的应该具有以下特点：

明确：调研目的应该清晰地表达调研的问题和目标，避免模糊和含糊的表述，例如“了解消费者对某品牌的看法”就不够明确，应该具体到是了解消费者对某品牌的认知、态度、行为还是忠诚度等方面的看法。

可行：调研目的应该考虑调研的可行性，包括时间、成本、资源、技术和伦理等因素，避免制定过于宏大和理想化的目标，例如“调查全国所有消费者对某品牌的满意度”就不太可行，应该根据实际情况确定合适的样本规模和范围。

有用：调研目的应该符合调研的需求方和利益相关者的期望和利益，能够为决策提供有效的信息和建议，避免进行无关紧要和无意义的调研，例如“调查消费者对某品牌的颜色偏好”就不太有用，除非颜色是该品牌的核心竞争力或者有重大变更的计划。

确定调研目的的方法有多种，例如与需求方和利益相关者沟通、分析现有的数据和文献、使用问题树或逻辑框架等工具等。确定调研目的后，应该将其书面化，并与需求方和利益相关者确认和达成一致，以便后续的调研设计和执行。

案例一：尚普咨询为某快消品牌提供消费者调研服务

某快消品牌是一家国际知名的洗发水品牌，近年来在中国市场面临激烈的竞争和增长乏力的困境，希望通过消费者调研来了解消费者的需求和偏好，以及自身的品牌形象和竞争力，从而制定有效的营销策略。尚普咨询为该品牌提供消费者调研服务，首先与品牌方沟通，了解其背景、问题和目标，然后分析了市场的现状和趋势，以及品牌的历史数据和文献，最后确定了调研目的如下：

了解消费者对洗发水的使用习惯和购买行为，包括使用频率、使用量、购买渠道、购买频率、购买量、购买动机、购买决策等；

了解消费者对洗发水的需求和偏好，包括洗发水的功能、成分、香味、包装、价格等；

了解消费者对该品牌及其竞争对手的认知、态度、行为和忠诚度，包括品牌知名度、品牌形象、品牌偏好、品牌使用、品牌推荐、品牌切换等；

评估该品牌在消费者心目中的位置和竞争力，以及其优势和劣势，包括品牌地位、品牌差异、品牌价值、品牌满意度等；

提出该品牌的营销策略建议，包括品牌定位、品牌传播、品牌创新、品牌忠诚等。

尚普咨询将调研目的书面化，并与品牌方确认和达成一致，为后续的调研设计和执行奠定了基础。

二、设计调研方案

消费者调研的第二步是设计调研方案，即制定调研的计划和方法。调研方案应该包括以下内容：

调研类型：根据调研目的和数据的性质，确定调研是属于描述性、探索性还是因果性的类型，以及是使用定量还是定性的数据，或者是混合的数据。描述性调研是用来描述消费者的特征、行为和态度的，通常使用定量的数据，例如问卷调查、观察法等。探索性调研是用来探索消费者的需求、动机和问题的，通常使用定性的数据，例如访谈、焦点小组、实验室测试等。因果性调研是用来分析消费者的行为和态度的原因和结果的，通常使用定量的数据，例如实验法、因果模型等。混合调研是用来综合使用定量和定性的数据，以提高调研的有效性和可信度，例如三角法、多方法研究等。

调研对象：根据调研目的和市场的特征，确定调研的对象是现有消费者、潜在消费者还是竞争对手的消费者，以及是个人消费者还是组织消费者。现有消费者是指已经使用或购买过该品牌或类别的产品或服务的消费者，潜在消费者是指有可能使用或购买该品牌或类别的产品或服务的消费者，竞争对手的消费者是指使用或购买过竞争对手的产品或服务的消费者。个人消费者是指以个人或家庭为单位的消费者，组织消费者是指以企业或机构为单位的消费者。

调研样本：根据调研目的和对象，确定调研的样本的规模和范围，以及样本的抽取方法和标准。样本的规模和范围应该能够代表调研对象的总体特征和分布，同时考虑调研的成本和效率。样本的抽取方法和标准应该能够保证样本的随机性和有效性，避免样本的偏差和误差。样本的抽取方法有多种，例如简单随机抽样、分层抽样、整群抽样、系统抽样、方便抽样、判断抽样、雪球抽样等。样本的抽取标准有多种，例如人口统计变量、地理区域、消费行为、消费态度、消费需求等。

调研工具：根据调研类型和方法，确定调研的工具和技术，以及工具的设计和测试。调研的工具和技术有多种，例如问卷、访谈指南、焦点小组指南、观察表、实验方案、数据分析软件等。工具的设计和测试应该遵循一些原则和标准，以保证工具的有效性和可靠性。工具的设计原则有多种，例如简洁、清晰、相关、平衡、客观、灵活等。工具的测试标准有多种，例如内容效度、构念效度、信度、敏感度、可操作性等。

调研流程：根据调研方案和资源，确定调研的流程和安排，以及流程的监控和评估。调研的流程和安排应该明确调研的时间、地点、人员、任务、预算等要素，以及调研的前期准备、中期执行和后期总结等阶段。流程的监控和评估应该设定一些指标和标准，以及一些反馈和改进的机制，以保证调研的顺利进行和质量控制。

设计调研方案的方法有多种，例如使用逻辑框架、甘特图、预算表等工具等。设计调研方案后，应该将其书面化，并与需求方和利益相关者确认和达成一致，以便后续的调研执行和分析。

案例二：尚普咨询为某快消品牌提供消费者调研服务

尚普咨询根据该快消品牌的调研目的和市场特征，设计了如下的调研方案：

调研类型：混合调研，使用定量和定性的数据，分别进行描述性和探索性的调研，以提高调研的有效性和可信度。

调研对象：现有消费者和潜在消费者，个人消费者，主要是女性，年龄在18-45岁之间，对洗发水有一定的需求和偏好。

调研样本：分层抽样，根据地理区域和消费行为将调研对象分为四个层次，分别是一线城市的现有消费者、一线城市的潜在消费者、二线城市的现有消费者和二线城市的潜在消费者。每个层次抽取100名样本，共400名样本，其中每个层次的样本中有20名参与定性的调研，80名参与定量的调研。

调研工具：问卷、访谈指南和焦点小组指南。问卷包括一些单选题、多选题、量表题和开放题，涵盖了调研目的中的各个方面，共有30个问题，预计每份问卷需要15分钟左右完成。访谈指南和焦点小组指南包括一些引导性的问题和讨论性的问题，主要是为了深入了解消费者的需求和偏好，以及品牌的形象和竞争力，预计每次访谈或焦点小组需要45分钟左右进行。调研工具的设计遵循了简洁、清晰、相关、平衡、客观和灵活的原则，同时进行了内容效度、构念效度、信度、敏感度和可操作性的测试，以保证工具的有效性和可靠性。

调研流程：调研的流程和安排如下：

前期准备：包括确定调研团队的成员和分工，培训调研人员，制作和印刷调研工具，联系和招募调研样本，预约调研的时间和地点等，预计需要两周的时间。

中期执行：包括进行问卷调查、访谈和焦点小组，收集和整理数据，进行数据的清洗和编码，进行数据的分析和解读，撰写调研报告的初稿，预计需要四周的时间。

后期总结：包括与品牌方沟通和交流，修改和完善调研报告，呈现和提交调研报告，评估和反馈调研的效果和收获，预计需要两周的时间。

调研的流程的监控和评估如下：

设定一些指标和标准，例如调研的进度、质量、成本、效果等，以及一些量化和定性的衡量方法，例如完成率、准确率、满意度、收益率等。

设定一些反馈和改进的机制，例如定期的汇报和沟通、及时的问题和解决、持续的监督和指导、有效的总结和学习等。

尚普咨询将调研方案书面化，并与品牌方确认和达成一致，为后续的调研执行和分析做好了准备。

三、执行调研和分析数据

消费者调研的第三步是执行调研和分析数据，即按照调研方案和工具，收集和处理数据，以及根据调研目的和问题，分析和解释数据。执行调研和分析数据应该注意以下内容：

收集数据：根据调研工具和样本，使用合适的方式和渠道，收集数据，例如使用电话、邮件、网络、面对面等方式，使用自行收集、委托收集、购买收集等渠道，收集数据。收集数据的过程中，应该注意数据的完整性、准确性、一致性和时效性，避免数据的缺失、错误、矛盾和过时，同时应该保护数据的安全性和隐私性，遵守相关的法律和伦理规范。

处理数据：根据数据的类型和特征，使用合适的软件和技术，处理数据，例如使用Excel、SPSS、R等软件，使用数据的清洗、编码、转换、整合等技术，处理数据。处理数据的过程中，应该注意数据的有效性、可比性、可分析性和可呈现性，避免数据的异常、偏差、冗余和混乱，同时应该保留数据的原始性和完整性，不要随意修改和删除数据。

分析数据：根据调研目的和问题，使用合适的方法和技术，分析数据，例如使用描述性分析、推断性分析、关联性分析、因果性分析等方法，使用平均数、标准差、相关系数、回归系数等技术，分析数据。分析数据的过程中，应该注意数据的解释性、逻辑性、客观性和有用性，避免数据的误解、混淆、偏见和无意义，同时应该考虑数据的可信度和显著性，不要过度解读和推断数据。

解释数据：根据数据的分析结果，使用合适的语言和图表，解释数据，例如使用文字、数字、图形、表格等语言和图表，解释数据。解释数据的过程中，应该注意数据的清晰性、简洁性、相关性和平衡性，避免数据的复杂、冗长、无关和偏颇，同时应该考虑数据的背景和含义，不要脱离实际和场景，解释数据。

执行调研和分析数据的方法有多种，例如使用数据分析的步骤、流程、模型等工具等。执行调研和分析数据后，应该将其书面化，并与需求方和利益相关者确认和达成一致，以便后续的撰写和呈现报告。

案例三：尚普咨询为某快消品牌提供消费者调研服务

尚普咨询根据该快消品牌的调研方案和工具，执行了如下的调研和数据分析：

收集数据：尚普咨询的调研团队分别在北京、上海、广州、深圳、成都、重庆、西安和武汉等八个城市，使用网络和面对面的方式，收集了400份问卷，进行了40次访谈和20次焦点小组，共收集了约2000页的数据。尚普咨询的调研团队在收集数据的过程中，注意了数据的完整性、准确性、一致性和时效性，同时保护了数据的安全性和隐私性，遵守了相关的法律和伦理规范。

处理数据：尚普咨询的数据分析师使用Excel和SPSS等软件，使用数据的清洗、编码、转换、整合等技术，处理了数据。尚普咨询的数据分析师在处理数据的过程中，注意了数据的有效性、可比性、可分析性和可呈现性，同时保留了数据的原始性和完整性，不随意修改和删除数据。

分析数据：尚普咨询的数据分析师根据调研目的和问题，使用描述性分析、推断性分析、关联性分析、因果性分析等方法，使用平均数、标准差、相关系数、回归系数等技术，分析了数据。尚普咨询的数据分析师在分析数据的过程中，注意了数据的解释性、逻辑性、客观性和有用性，同时考虑了数据的可信度和显著性，不过度解读和推断数据。

解释数据：尚普咨询的数据分析师根据数据的分析结果，使用文字、数字、图形、表格等语言和图表，解释了数据。尚普咨询的数据分析师在解释数据的过程中，注意了数据的清晰性、简洁性、相关性和平衡性，同时考虑了数据的背景和含义，不脱离实际和场景，解释数据。

尚普咨询的数据分析师将调研和数据分析的结果书面化，并与品牌方确认和达成一致，为后续的撰写和呈现报告做好了准备。

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