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How to evaluate the quality and effectiveness of consumer research, experts give you five indicators

2024-07-18 16:48:32  来源:尚普咨询  浏览量:0

一、调研目标的清晰度

调研目标是消费者调研的出发点和归宿,它决定了调研的方向和范围。一个清晰的调研目标应该具有以下特点:

与企业的战略目标和营销目标相一致,能够反映企业的核心问题和关切点;

具有明确的时间、空间、对象和内容的界定,能够指导调研的具体设计和实施;

具有可衡量的标准和指标,能够评估调研的成果和效果。

例如,一个清晰的调研目标可以是:在2024年第一季度,针对湖北省的18-35岁的女性消费者,了解她们对尚普咨询公司提供的美容服务的认知、态度和行为,以及影响她们选择美容服务的因素,为尚普咨询公司制定更有针对性的营销策略提供依据。

二、调研方法的合理性

调研方法是消费者调研的工具和手段,它影响了调研的质量和效率。一个合理的调研方法应该具有以下特点:

与调研目标和调研内容相匹配,能够有效地收集和分析所需的信息;

与调研资源和条件相适应,能够充分利用和节约调研的人力、物力和财力;

与调研对象和环境相协调,能够尊重和保护调研对象的权益和隐私。

例如,一个合理的调研方法可以是:采用在线问卷的形式,通过微信、微博等社交媒体平台,向湖北省的18-35岁的女性消费者发放调研邀请,收集她们对尚普咨询公司提供的美容服务的认知、态度和行为,以及影响她们选择美容服务的因素的数据,然后使用SPSS等统计软件进行数据清洗、描述性分析和相关性分析,得出调研结果和建议。

三、调研样本的代表性

调研样本是消费者调研的基础和依据,它决定了调研的可信度和普遍性。一个代表性的调研样本应该具有以下特点:

能够反映调研总体的特征和分布,能够减少和控制抽样误差和偏差;

能够满足调研目标和方法的要求,能够提供足够的有效数据和信息;

能够遵循随机性和公平性的原则,能够避免和消除主观和客观的干扰因素。

例如,一个代表性的调研样本可以是:根据湖北省的18-35岁的女性消费者的人口统计数据,按照年龄、收入、教育、职业等分层变量,使用分层随机抽样的方法,确定每一层的样本容量和比例,然后从每一层中随机抽取样本,最终得到1000名有效的调研对象,作为调研样本。

四、调研数据的准确性

调研数据是消费者调研的核心和灵魂,它决定了调研的真实性和可靠性。一个准确的调研数据应该具有以下特点:

能够真实地反映调研对象的观点和行为,能够排除和纠正数据的失真和篡改;

能够完整地涵盖调研内容的各个方面,能够补充和删除数据的缺失和冗余;

能够规范地符合数据的格式和标准,能够保证数据的质量和一致性。

例如,一个准确的调研数据可以是:在收集和分析数据的过程中,采用多种方法和技术,如数据校验、数据审核、数据加密、数据备份等,确保数据的安全和完整,同时,使用数据清洗、数据转换、数据校准等,确保数据的有效和规范,最后,使用数据可视化、数据报告、数据解读等,确保数据的表达和传达。

五、调研结果的可操作性

调研结果是消费者调研的目的和价值,它决定了调研的意义和影响。一个可操作性的调研结果应该具有以下特点:

能够回答和解决调研目标所提出的问题和需求,能够提供有用和有力的信息和证据;

能够指出和建议调研对象和内容的优势和劣势,能够提供有益和有方的意见和建议;

能够预测和预警调研对象和内容的趋势和风险,能够提供有助和有利的策略和措施。

例如,一个可操作性的调研结果可以是:通过对数据的分析,发现湖北省的18-35岁的女性消费者对尚普咨询公司提供的美容服务的认知、态度和行为存在以下特点:

认知方面,她们对尚普咨询公司的知名度和信誉较高,但对其提供的美容服务的种类和特色不够了解,需要加强宣传和推广;

态度方面,她们对尚普咨询公司的美容服务持有积极的评价和期待,但对其提供的价格和质量有一定的疑虑和行为方面,她们对尚普咨询公司的美容服务有一定的消费意愿和频率,但受到价格、地点、时间等因素的限制,需要提供更多的优惠和便利;

影响因素方面,她们在选择美容服务时,最看重的是服务的质量和效果,其次是服务的价格和性价比,再次是服务的环境和氛围,最后是服务的品牌和口碑。

基于以上的调研结果,我们给出以下的建议:

增加对尚普咨询公司提供的美容服务的种类和特色的宣传和推广,提高消费者的认知度和兴趣度;

降低对尚普咨询公司提供的美容服务的价格和质量的疑虑和担忧,提高消费者的信任度和满意度;

提供更多的对尚普咨询公司提供的美容服务的优惠和便利,提高消费者的消费意愿和频率;

强调尚普咨询公司提供的美容服务的质量和效果,提高消费者的价值感和忠诚度;

改善尚普咨询公司提供的美容服务的环境和氛围,提高消费者的舒适感和享受度;

塑造尚普咨询公司提供的美容服务的品牌和口碑,提高消费者的认同感和推荐度。




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  • 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!

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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

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