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Three Principles of Consumer Research: Effectiveness, Efficiency, and Effectiveness

2024-07-18 16:48:34 来源：尚普咨询浏览量：0

一、有效性：确保调研的目的、对象、方法和数据的准确性

有效性是消费者调研的第一个原则，也是最基本的原则。有效性涉及到调研的目的、对象、方法和数据四个方面，每一个方面都需要仔细考虑和设计，才能保证调研的有效性。

1. 调研目的：明确调研的问题和目标

调研目的是指调研的问题和目标，是调研的出发点和终点。调研目的要明确、具体、可量化、可操作，不能模糊、笼统、过于宽泛或过于细节。调研目的要与企业的战略目标和市场环境相一致，不能脱离实际或过于理想化。调研目的要有明确的时间范围和空间范围，不能无限期或无限制。调研目的要有明确的预期结果和评估标准，不能没有依据或随意设定。

例如，一个企业想要进行消费者调研，不能只是说“了解消费者的需求”，而要说“了解目标市场中18-35岁的女性消费者对于护肤品的需求和偏好，以及对于我们的产品的认知和态度，为产品开发和市场推广提供依据，调研时间为2024年1月至3月，调研范围为北京、上海、广州和深圳四个城市，调研结果要能反映消费者的购买意愿和购买行为，调研评估标准为调研数据的有效性、代表性和可信度”。

2. 调研对象：选择合适的样本和抽样方法

调研对象是指调研的目标群体，也就是样本。样本要能代表总体，不能有偏差或误差。样本的选择要根据调研目的和总体的特征，采用合适的抽样方法，不能随意或主观。样本的数量要足够，不能过少或过多。样本的质量要高，不能有无效或重复。

例如，一个企业想要进行消费者调研，不能只是说“随机抽取1000名消费者”，而要说“根据目标市场中18-35岁的女性消费者的人口分布和收入水平，采用分层随机抽样的方法，从北京、上海、广州和深圳四个城市的各个区域和各个收入段，抽取2000名消费者作为样本，每个城市500名，每个区域和收入段的比例与总体相同，样本的误差范围为±3%”。

3. 调研方法：选择合适的数据收集和分析方法

调研方法是指调研的数据收集和分析方法，包括定性和定量两种。定性方法主要用于探索性的调研，可以获得深入的洞察和理解，常用的方法有访谈、焦点小组、观察等。定量方法主要用于验证性的调研，可以获得具体的数据和Conclusion，常用的方法有问卷、实验、统计等。调研方法要根据调研目的和对象，选择合适的数据收集和分析方法，不能盲目或片面。调研方法要有明确的设计和操作，不能随意或混乱。调研方法要有有效的检验和评估，不能没有依据或不可靠。

例如，一个企业想要进行消费者调研，不能只是说“发放问卷”，而要说“根据消费者对于护肤品的需求和偏好，以及对于我们的产品的认知和态度，设计一份包含20个问题的问卷，其中10个问题为单选题，5个问题为多选题，5个问题为开放题，问卷的内容和形式经过专家评审和预测试，问卷的信度和效度均达到0.8以上，问卷的发放方式为线上和线下结合，线上通过微信、微博、抖音等社交媒体平台，线下通过商场、超市、美容院等销售渠道，问卷的回收率为80%以上，问卷的数据采用SPSS软件进行清洗、编码、分析和解释，问卷的分析方法包括描述性统计、交叉分析、因子分析、聚类分析等，问卷的分析结果要能回答调研目的中的问题，并提出相应的建议和策略”。

4. 调研数据：确保数据的真实性、完整性和一致性

调研数据是指调研的原始数据和处理数据，是调研的基础和依据。调研数据要真实，不能有虚假或造假。调研数据要完整，不能有缺失或漏洞。调研数据要一致，不能有矛盾或冲突。调研数据要经过严格的管理和保护，不能有泄露或损坏。

二、效率：确保调研的时间、成本和资源的合理性

效率是消费者调研的第二个原则，也是很重要的原则。效率涉及到调研的时间、成本和资源三个方面，每一个方面都需要合理规划和控制，才能保证调研的效率。

1. 调研时间：制定合理的调研计划和进度

调研时间是指调研的开始时间、结束时间和持续时间，是调研的时间框架。调研时间要合理，不能过早或过晚。调研时间要适时，不能错过或延误。调研时间要充足，不能过短或过长。调研时间要有明确的调研计划和进度，不能没有安排或混乱。

例如，一个企业想要进行消费者调研，不能只是说“尽快完成”，而要说“根据企业的产品开发和市场推广的时间节点，制定一个合理的调研计划和进度，调研的开始时间为2024年1月1日，结束时间为2024年3月31日，持续时间为3个月，调研的主要阶段和任务如下：

2024年1月1日至1月15日：确定调研目的、对象、方法和数据，设计调研方案和工具，组织调研团队和培训，分配调研任务和责任。

2024年1月16日至2月15日：实施调研，收集数据，监督调研质量和进度，解决调研中的问题和困难，及时反馈调研情况和结果。

2024年2月16日至3月15日：处理数据，分析数据，解释数据，撰写调研报告，提出调研建议和策略，审核调研报告，修改调研报告。

2024年3月16日至3月31日：提交调研报告，汇报调研结果，讨论调研意义，评估调研效果，总结调研经验，归档调研资料。”

2. 调研成本：制定合理的调研预算和费用

调研成本是指调研的投入和产出，是调研的经济框架。调研成本要合理，不能过高或过低。调研成本要适度，不能浪费或吝啬。调研成本要有效，不能无用或有损。调研成本要有明确的调研预算和费用，不能没有计划或超支。

例如，一个企业想要进行消费者调研，不能只是说“节省成本”，而要说“根据企业的财务状况和市场竞争，制定一个合理的调研预算和费用，调研的总预算为10万元，调研的主要费用如下：

人力费用：包括调研团队的工资、奖金、差旅费、餐补等，占总预算的40%，约为4万元。

物资费用：包括调研工具的制作、购买、维护等，占总预算的20%，约为2万元。

媒介费用：包括调研渠道的选择、使用、管理等，占总预算的20%，约为2万元。

其他费用：包括调研中的意外、风险、损失等，占总预算的20%，约为2万元。”

3. 调研资源：利用好现有的调研资源和渠道

调研资源是指调研的人力、物力、信息等，是调研的支撑框架。调研资源要充分，不能缺乏或不足。调研资源要合适，不能不匹配或不适用。调研资源要有效，不能浪费或闲置。调研资源要利用好现有的调研资源和渠道，不能忽视或重复。

例如，一个企业想要进行消费者调研，不能只是说“找人做”，而要说“利用好现有的调研资源和渠道，如下：

人力资源：利用企业内部的市场部、研发部、销售部等相关部门的人员，组成一个专业的调研团队，分工合作，互相协调，提高调研效率和质量。

物资资源：利用企业已有的调研工具，如问卷、访谈指南、录音笔、摄像机等，避免重复购买或制作，节省调研成本和时间。

信息资源：利用企业已有的数据和信息，如销售数据、客户反馈、竞争分析等，作为调研的参考和补充，增加调研的深度和广度。

渠道资源：利用企业已有的渠道和关系，如销售渠道、合作伙伴、行业协会等，作为调研的入口和支持，扩大调研的覆盖和影响。”

三、效果：确保调研的结果、意义和价值的实现

效果是消费者调研的第三个原则，也是最终的原则。效果涉及到调研的结果、意义和价值三个方面，每一个方面都需要实现和展示，才能保证调研的效果。

1. 调研结果：呈现调研的数据和分析

调研结果是指调研的数据和分析，是调研的输出和产物。调研结果要清晰，不能模糊或混乱。调研结果要完整，不能缺失或遗漏。调研结果要准确，不能错误或歪曲。调研结果要呈现在一个专业的调研报告中，不能没有形式或随意。

例如，一个企业想要进行消费者调研，不能只是说“给出数据”，而要说“呈现调研的数据和分析，包括以下几个部分：

调研背景：介绍调研的目的、对象、方法和数据，说明调研的必要性和合理性，概述调研的主要内容和结构。

调研过程：介绍调研的时间、成本和资源，说明调研的计划和实施，描述调研的阶段和任务，总结调研的经验和教训。

调研数据：展示调研的原始数据和处理数据，使用图表、表格、数字等形式，突出调研的关键数据和指标，解释调研的数据来源和含义。

研分析：分析调研的处理数据，使用描述性统计、交叉分析、因子分析、聚类分析等方法，发现调研的规律和趋势，提出调研的假设和验证，得出调研的Conclusion和意见。

调研建议：根据调研的分析和Conclusion，提出调研的建议和策略，包括产品策略、价格策略、促销策略和渠道策略，说明建议和策略的依据和目标，预测建议和策略的效果和影响。

调研附录：附上调研的相关资料，如问卷、访谈记录、数据表、图表、参考文献等，说明资料的来源和用途，注明资料的版权和引用。”

2. 调研意义：阐述调研的目的和价值

调研意义是指调研的目的和价值，是调研的动力和目标。调研意义要明确，不能模糊或混淆。调研意义要重要，不能无关或无用。调研意义要实际，不能空洞或虚幻。调研意义要阐述在一个专业的调研汇报中，不能没有内容或随意。

例如，一个企业想要进行消费者调研，不能只是说“做个报告”，而要说“阐述调研的目的和价值，包括以下几个方面：

调研的必要性：说明为什么要进行消费者调研，消费者调研能够解决什么问题，消费者调研能够带来什么好处，消费者调研能够支持什么决策。

调研的合理性：说明如何进行消费者调研，消费者调研遵循了什么原则，消费者调研采用了什么方法，消费者调研保证了什么质量。

调研的实用性：说明怎样利用消费者调研，消费者调研提供了什么数据，消费者调研分析了什么问题，消费者调研提出了什么建议。

调研的创新性：说明消费者调研有什么特色，消费者调研突破了什么难点，消费者调研发现了什么新知，消费者调研创造了什么价值。”

3. 调研价值：展示调研的效果和影响

调研价值是指调研的效果和影响，是调研的回报和成果。调研价值要显著，不能微弱或无效。调研价值要持久，不能短暂或消失。调研价值要广泛，不能局限或孤立。调研价值要展示在一个专业的调研评估中，不能没有标准或随意。

例如，一个企业想要进行消费者调研，不能只是说“看看效果”，而要说“展示调研的效果和影响，包括以下几个方面：

调研的效果：评估调研的结果和意义，使用定性和定量的方法，比较调研前后的变化和差异，衡量调研的达成度和满意度，总结调研的优点和缺点。

调研的影响：评估调研的建议和策略，使用实验和模拟的方法，预测调研实施后的变化和影响，衡量调研的收益和成本，总结调研的机会和风险。

调研的改进：评估调研的经验和教训，使用反馈和改进的方法，发现调研中的问题和困难，提出调研的改进措施和建议，制定调研的改进计划和目标。”

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