1. effectiveness: to ensure the accuracy of the purpose, objects, methods and data of the research

Effectiveness is the first and most basic principle of consumer research. Effectiveness involves four aspects: the purpose, object, method and data of the research, each of which needs careful consideration and design to ensure the effectiveness of the research.

1. Research purposes: clear research issues and objectives

The purpose of the survey refers to the problems and objectives of the survey, which is the starting point and end point of the survey. The purpose of the research should be clear, specific, quantifiable and operable, and should not be vague, general, too broad or too detailed. The purpose of the research should be consistent with the strategic objectives and market environment of the enterprise, and should not be divorced from reality or too idealistic. The purpose of the research should have a clear time and space scope, not indefinitely or unlimited. The purpose of the research should have clear expected results and evaluation criteria, and should not be set without basis or arbitrarily.

For example, if an enterprise wants to conduct consumer research, it should not only say "understand the needs of consumers", but also say "understand the needs and preferences of female consumers aged 18-35 in the target market for skin care products, as well as their cognition and attitude towards our products, so as to provide basis for product development and market promotion. The research period is from January to March 2024, and the research scope is Beijing, Shanghai, Guangzhou and Shenzhen, the research results should be able to reflect consumers' purchase intention and purchase behavior, and the research evaluation criteria are the validity, representativeness and credibility of the research data".

2. Research object: select the appropriate sample and sampling method.

The research object refers to the target group of the research, that is, the sample. The sample should be representative of the population without bias or error. The selection of the sample should be based on the purpose of the survey and the characteristics of the population, using an appropriate sampling method, not arbitrary or subjective. The number of samples should be sufficient, not too few or too many. The quality of the sample should be high, there can be no invalid or duplicate.

For example, if an enterprise wants to conduct consumer research, it should not just say "randomly select 1000 consumers", but say "according to the population distribution and income level of female consumers aged 18-35 in the target market, adopt the method of stratified random sampling, and select 2000 consumers from each region and each income segment of Beijing, Shanghai, Guangzhou and Shenzhen as samples, with 500 consumers in each city, the proportions for each region and income segment are the same as for the population, and the error range for the sample is ± 3%".

3. Research methods: select appropriate data collection and analysis methods

Research methods refer to the data collection and analysis methods of research, including qualitative and quantitative. Qualitative methods are mainly used for exploratory research to gain in-depth insight and understanding, and commonly used methods include interviews, focus groups, and observations. Quantitative methods are mainly used for confirmatory research, which can obtain specific data andConclusionCommonly used methods include questionnaires, experiments, statistics, etc. The research method should select the appropriate data collection and analysis method according to the research purpose and object, and should not be blind or one-sided. Research methods should have a clear design and operation, not random or chaotic. Research methods should have effective testing and evaluation, not without basis or unreliable.

For example, if an enterprise wants to conduct consumer research, it should not just say "issue questionnaires", but say "according to consumers' needs and preferences for skin care products, as well as their cognition and attitude towards our products, design a questionnaire containing 20 questions, of which 10 questions are single-choice questions, 5 questions are multiple-choice questions, and 5 questions are open questions, the content and form of the questionnaire have been reviewed and pre-tested by experts. The reliability and validity of the questionnaire have reached more than 0.8. The questionnaire is distributed online and offline through social media platforms such as WeChat, microblog and tremolo online and offline through sales channels such as shopping malls, supermarkets and beauty salons. The recovery rate of the questionnaire is more than 80%. The data of the questionnaire are cleaned, coded, analyzed and interpreted by SPSS software, the analysis methods of the questionnaire include descriptive statistics, cross-analysis, factor analysis, cluster analysis, etc., and the results of the questionnaire should be able to answer the questions in the purpose of the survey, and put forward corresponding suggestions and strategies".

4. Research data: ensure the authenticity, integrity and consistency of data

Research data refers to the original data and processing data of the research, which is the basis and basis of the research. Research data to be true, there can be no false or false. Research data should be complete, there can be no missing or loopholes. Research data should be consistent, there can be no contradictions or conflicts. Research data should be strictly managed and protected, and there should be no leakage or damage.

2. efficiency: ensure the rationality of time, cost and resources of research

Efficiency is the second and very important principle of consumer research. Efficiency involves three aspects of research time, cost and resources, each of which requires reasonable planning and control to ensure the efficiency of research.

1. Research time: formulate reasonable research plan and progress

Research time refers to the start time, end time and duration of the research, which is the time frame of the research. The research time should be reasonable, not too early or too late. The research time should be timely and should not be missed or delayed. The research time should be sufficient, not too short or too long. The research time should have a clear research plan and progress, and there should be no arrangement or confusion.

For example, if an enterprise wants to conduct consumer research, it should not only say "complete as soon as possible", but also say "formulate a reasonable research plan and progress according to the time node of product development and marketing of the enterprise. The start time of the research is January 1, 2024, the end time is March 31, 2024, and the duration is 3 months. The main stages and tasks of the research are as follows:

January 1 to January 15, 2024: Determine research purposes, objects, methods and data, design research plans and tools, organize research teams and training, assign research tasks and responsibilities.

From January 16 to February 15, 2024: conduct research, collect data, supervise the quality and progress of research, solve problems and difficulties in research, and timely feedback the research situation and results.

February 16-March 15, 2024: Process data, analyze data, interpret data, write research reports, make research recommendations and strategies, review research reports, and revise research reports.

March 16 to March 31, 2024: Submit research reports, report research results, discuss research significance, evaluate research results, summarize research experience, and file research data."

2. Research costs: develop a reasonable research budget and costs.

The cost of research refers to the input and output of research and is the economic framework of research. The cost of research should be reasonable and not too high or too low. The cost of research should be moderate and should not be wasted or stingy. The cost of research should be effective, not useless or detrimental. Research costs should have a clear research budget and expenses, not without plans or overspending.

For example, if an enterprise wants to conduct consumer research, it cannot just say "save costs", but rather "formulate a reasonable research budget and expenses according to the financial situation of the enterprise and market competition. The total budget of the research is 100000 yuan. The main expenses of the research are as follows:

Manpower expenses: including the salary, bonus, travel expenses, meal supplement, etc. of the research team, accounting for 40% of the total budget, about 40000 yuan.

Material cost: including the production, purchase and maintenance of research tools, accounting for 20% of the total budget, about 20000 yuan.

Media expenses: including the selection, use and management of research channels, accounting for 20% of the total budget, about 20000 yuan.

Other expenses: including accidents, risks, losses, etc. in the research, accounting for 20% of the total budget, about 20000 yuan."

3. Research resources: make good use of existing research resources and channels

Research resources refer to the manpower, material resources and information of research, which are the supporting framework of research. Research resources should be sufficient, not lacking or insufficient. Research resources should be appropriate, not matching or not applicable. Research resources should be effective and should not be wasted or idle. Research resources should make good use of existing research resources and channels, and should not be ignored or repeated.

For example, if an enterprise wants to conduct consumer research, it should not only say "find someone to do it", but also say "make good use of existing research resources and channels, as follows:

Human resources: use the personnel of the marketing department, R & D department, sales department and other relevant departments within the enterprise to form a professional research team, division of labor and cooperation, coordination with each other, and improve the efficiency and quality of research.

Material resources: use the existing research tools of the enterprise, such as questionnaires, interview guides, recording pens, cameras, etc., to avoid repeated purchase or production, and save research costs and time.

Information resources: use the existing data and information of the enterprise, such as sales data, customer feedback, competitive analysis, etc., as a reference and supplement to the research, increase the depth and breadth of the research.

Channel resources: use the existing channels and relationships of enterprises, such as sales channels, partners, industry associations, etc., as the entrance and support of research, and expand the coverage and influence of research."

3. effectiveness: ensuring that the results, meaning and value of research are realized.

Effect is the third and final principle of consumer research. The effect involves three aspects: the results, significance and value of the research. Each aspect needs to be realized and displayed to ensure the effect of the research.

1. Research results: present research data and analysis

Research results refer to the data and analysis of research, which are the output and product of research. The results of the survey should be clear and not vague or confusing. The results of the survey should be complete and should not be missing or omitted. The results of the survey should be accurate and should not be misrepresented or distorted. The research results should be presented in a professional research report, which cannot be without form or at will.

For example, if a company wants to conduct consumer research, it cannot just say "give data", but say "present the data and analysis of the research, including the following parts:

Research background: Introduce the purpose, object, method and data of the research, explain the necessity and rationality of the research, and outline the main content and structure of the research.

Research process: introduce the time, cost and resources of the research, explain the planning and implementation of the research, describe the stages and tasks of the research, and summarize the experience and lessons of the research.

Research data: show the raw data and processed data of the research, use charts, tables, numbers and other forms to highlight the key data and indicators of the research, and explain the data sources and meanings of the research.

Research analysis: analysis of research processing data, using descriptive statistics, cross-analysis, factor analysis, cluster analysis and other methods, to find the law and trend of research, put forward the hypothesis and verification of research, to obtain the research.Conclusionand opinions.

Research recommendations: based on research analysis andConclusionTo propose research recommendations and strategies, including product strategies, pricing strategies, promotion strategies and channel strategies, to explain the basis and objectives of the recommendations and strategies, and to predict the effectiveness and impact of the recommendations and strategies.

Research Appendix: Attach relevant information about the research, such as questionnaires, interview records, data sheets, charts, references, etc., explain the source and purpose of the information, and indicate the copyright and citation of the information."

2. The significance of the research: the purpose and value of the research.

The significance of research refers to the purpose and value of research, and is the motivation and goal of research. The significance of research should be clear, not vague or confused. The significance of research should be important, not irrelevant or useless. The significance of research should be practical, not empty or illusory. The significance of the research should be expounded in a professional research report, which cannot be without content or at will.

For example, if a company wants to conduct consumer research, it cannot just say "make a report", but say "explain the purpose and value of the research, including the following aspects:

The necessity of research: explain why consumer research is needed, what problems consumer research can solve, what benefits consumer research can bring, and what decisions consumer research can support.

Rationality of research: explain how to conduct consumer research, what principles consumer research follows, what methods consumer research uses, and what quality consumer research ensures.

Practicality of research: explain how to use consumer research, what data consumer research provides, what problems consumer research analyzes, and what suggestions consumer research puts forward.

Innovation of research: explain what are the characteristics of consumer research, what difficulties consumer research has broken through, what new knowledge consumer research has found, and what value consumer research has created."

3. Research value: show the effect and impact of research

Research value refers to the effect and impact of research, is the return and results of research. The value of research should be significant, not weak or ineffective. The value of research should be lasting and cannot be short-lived or disappear. The value of research should be broad, not limited or isolated. The value of research should be displayed in a professional research evaluation, which cannot be without standards or at will.

For example, if an enterprise wants to conduct consumer research, it should not just say "look at the effect", but "show the effect and impact of the research, including the following aspects:

The effect of the research: evaluate the results and significance of the research, use qualitative and quantitative methods, compare the changes and differences before and after the research, measure the achievement and satisfaction of the research, and summarize the advantages and disadvantages of the research.

Impact of research: Evaluate research recommendations and strategies, use experimental and simulation methods, predict changes and impacts after the implementation of the research, measure the benefits and costs of the research, and summarize the opportunities and risks of the research.

Improvement of research: evaluate the experience and lessons learned from the research, use feedback and improvement methods, identify problems and difficulties in the research, put forward improvement measures and suggestions for the research, and formulate improvement plans and objectives for the research."