Market research is a systematic, purposeful, planned, methodical and step-by-step activity aimed at providing a basis for marketing decisions by collecting, collating, analyzing and interpreting market-related information. Market investigators are the main executors of market research. Their work includes determining the purpose and scope of market research, selecting market research methods and objects, designing market research tools and procedures, implementing market research data collection and processing, conducting market research Data analysis and interpretation, writing and displaying market research reports and recommendations, etc.

Market investigator is a professional occupation, not only need to have marketing, statistics, psychology and other related knowledge, but also need to master the principles, methods, techniques and tools of market research, as well as have good communication, coordination, analysis, judgment, writing and expression ability and quality. How to become an excellent market researcher is a problem that many people who are engaged in or intend to engage in market research work are concerned about. In order to answer this question, this article invited several senior market investigators from Shangpu Consulting Group to share their experience and skills accumulated in the process of market research, hoping to inspire and help readers.

Choosing the Right Market Research Method

Market research methods are the means used by market investigators to collect market information and can be divided into two broad categories, secondary data surveys and primary data surveys, depending on the source of the information. Secondary data surveys are methods of conducting market research using existing data, such as government statistics, industry reports, professional journals, and online materials. Level 1 data survey refers to the method of collecting market information by asking or observing directly to relevant people in the market, such as consumers, competitors, distributors, suppliers, etc. Level 1 data surveys can be divided into quantitative and qualitative surveys. Quantitative survey refers to the method of collecting unified, orderly and regular data from a large number of respondents through the use of standardized, structured and closed questionnaires to obtain quantifiable, statistically and analyzable market information. Qualitative survey refers to the method of collecting in-depth, personalized and multi-angle data from a small number of respondents through the use of open, unstructured and flexible interviews or discussions to obtain market information that is difficult to quantify, rich in connotation and can be explained.

When choosing a market research method, market investigators need to consider the advantages and disadvantages of various methods according to the purpose, content, object, time, cost, feasibility and other factors of the market research, and choose the most suitable method. Generally speaking, the advantages of secondary data surveys are a wide range of data sources, easy access, low cost, and short time, but the disadvantages are that the data may be inaccurate, incomplete, untimely, and not applicable. Therefore, market investigators are using secondary When data, the quality and applicability of the data need to be evaluated and screened. The advantage of primary data survey is that the data is more accurate, more complete, more timely and more applicable, but the disadvantage is that the data is difficult to obtain, costly and time-consuming. Therefore, when market investigators use primary data, they need to plan and control the collection and processing of data. The advantage of quantitative investigation is that the data is more objective, more scientific and more reliable, but the disadvantage is that the data may lack depth, flexibility and innovation. Therefore, when using quantitative investigation, market investigators need to make logic and reasoning on the analysis and interpretation of the data. The advantage of qualitative survey is that the data is more subjective, richer and more enlightening, but the disadvantage is that the data may have bias, error and randomness. Therefore, when using qualitative survey, market investigators need to evaluate the quality and effect of data collection and processing.

When choosing a market research method, market investigators also need to pay attention to the following points:

Market research methods are not isolated, but complement each other. Market investigators can flexibly combine different methods according to needs to achieve the best results.

Market research methods are not fixed, but changing. Market investigators can constantly innovate and improve methods according to market changes to adapt to new situations.

Market research methods are not ends, but means, and market investigators should not be overly obsessed with methods, ignoring the nature and objectives of market research.

Designing an Effective Market Survey Questionnaire

The market survey questionnaire is one of the main tools used by market investigators to collect primary data, which is a pre-designed document that contains a series of questions and answers on the subject of market research in a certain order and format. The design of market survey questionnaire is an important part of market research, which directly affects the quality and efficiency of market research data, and then affects the results and value of market research. Market investigators need to follow the following principles when designing market survey questionnaires:

The principle of purpose: the design of the market survey questionnaire must conform to the purpose and content of the market survey, and can not contain unnecessary questions and answers unrelated to the market survey, so as not to cause data redundancy and waste.

Principle of simplicity: The design of the market survey questionnaire must be concise and clear, avoiding the use of complex, vague, ambiguous, professional or uncommon words and statements, so as not to cause confusion and misunderstanding of the respondents.

The principle of completeness: the design of the market survey questionnaire must cover all aspects and aspects of the market survey, and no important or relevant questions and answers can be omitted or ignored, so as not to cause missing and deviation of data.

Logical principle: The design of the market survey questionnaire must follow a certain logical sequence and structure, so that the respondents can answer the questions smoothly, coherently and systematically, so as to improve the validity and credibility of the data.

Validity principle: The design of the market survey questionnaire must be able to truly, accurately and objectively reflect the actual situation and changes in the market in order to improve the quality and value of the data.

When designing a market survey questionnaire, market investigators also need to pay attention to the following points:

The length of the market survey questionnaire should be moderate, not too long or too short, in general, the response time of the market survey questionnaire should not exceed15minutes, so as not to cause fatigue and boredom of the respondents.

The types of market survey questionnaires should be diverse and should not be single or rigid. Generally speaking, market survey questionnaires can include single-choice questions, multiple-choice questions, fill-in questions, judgment questions, scoring questions, sorting questions, open questions, etc. to increase the interest and participation of survey subjects.

The content of the market survey questionnaire should be balanced and should not be biased or light. Generally speaking, the market survey questionnaire should involve the basic information, behavior information, attitude information, intention information, etc. of the respondents in order to obtain comprehensive and comprehensive market information.

The format of the market survey questionnaire should be standardized, not messy or random, in general, the market survey questionnaire should have a clear title, brief description, clear instructions, unified coding, reasonable layout, etc., in order to improve the readability and operability of the data.

Improve the response rate and quality of market research

The response rate of market research refers to the proportion of the number of respondents participating in market research to the total number of respondents, and the quality of market research refers to the accuracy, completeness, reliability and representativeness of the data of market research. The response rate and quality of market research are important indicators to measure the effectiveness and level of market research. When market investigators implement market research, they need to take some measures to improve the response rate and quality of market research, as follows:

Increase the attractiveness of market research: Market investigators can attract the attention and interest of survey respondents by providing incentives or rewards, such as gifts, coupons, sweepstakes, points, etc., and encourage them to participate in market research.

Increase the trust of market research: Market investigators can increase the trust and security of the respondents and eliminate their doubts and worries by providing some guarantees or commitments, such as confidentiality, privacy, fairness, integrity, etc.

Increase the convenience of market research: Market investigators can increase the convenience and comfort of survey subjects and reduce their difficulties and dissatisfaction by providing some convenience or options, such as time, place, method, channel, etc.

Increase the effectiveness of market research: market investigators can increase the effectiveness and accuracy of survey subjects and avoid their errors and omissions by providing some guidance or assistance, such as instructions, examples, tips, feedback, etc.

When improving the response rate and quality of market research, market investigators also need to pay attention to the following points:

The response rate and quality of market research are not absolute, but relative. Market investigators should determine reasonable response rate and quality standards and requirements according to the purpose and content of market research, instead of blindly pursuing high response rate and high quality.

The response rate and quality of market research are not fixed, but dynamic. Market investigators should constantly monitor and evaluate the changes and impacts of response rate and quality according to the process and results of market research, and adjust and improve the measures and methods of market research in a timely manner.

The response rate and quality of market research are not isolated, but interact with each other, and market investigators should balance and coordinate the relationship between response rate and quality, avoiding the pursuit of response rate at the expense of quality, or the pursuit of quality at the expense of response rate.

Use data analysis tools and techniques

Data analysis is the core link of market research. It refers to the process of sorting, summarizing, classifying, comparing, calculating, counting, testing, modeling and forecasting the data collected by market research through the use of some tools and technologies, so as to find the laws, trends, differences, relationships and influences of the data, so as to draw meaningful conclusions and suggestions. The tools and techniques of data analysis are the means used by market investigators to process and analyze data, and they include software and methods suchExcel、SPSS、R、Pythonsoftware, as well as descriptive analysis, inferential analysis, correlation analysis, causal analysis, cluster analysis, regression analysis, factor analysis, principal component analysis, decision tree analysis, neural network analysis and other methods.

Market investigators need to follow the following principles when using data analysis tools and techniques:

Applicability principle: when selecting data analysis tools and techniques, market investigators need to choose the most suitable tools and techniques according to the type, characteristics, scale and distribution of the data, and should not blindly use the latest, most complex and most popular tools and techniques to avoid distortion and misleading data.

Principle of Simplicity: When using data analysis tools and techniques, market investigators need to simplify the processing and analysis of data as much as possible and avoid using too many, too detailed and too heavy tools and techniques to avoid redundancy and waste of data.

Principle of clarity: When using data analysis tools and techniques, market investigators need to clarify the purpose and content of data analysis, and cannot process and analyze data arbitrarily, aimless and irregularly, so as not to cause confusion and meaninglessness of data.

Validity principle: When using data analysis tools and techniques, market investigators need to test the results and value of data analysis, and should not blindly, unilaterally and arbitrarily accept or reject the conclusions and recommendations of data analysis, so as not to cause misuse and abuse of data.

Market investigators also need to pay attention to the following points when using data analysis tools and techniques:

Data analysis tools and techniques are not omnipotent, but limited, and market investigators should choose the right tools and techniques based on the characteristics of the data and the nature of the problem, rather than relying on them or ignoring their limitations and shortcomings.

Data analysis tools and techniques are not substitutes, but aids, and market investigators should combine their own knowledge and experience, use their own judgment and thinking, rather than relying entirely on tools and techniques, or giving up their own subjectivity and creativity.

Data analysis tools and techniques are not the ultimate, but the process, market investigators should be based on the results of data analysis and feedback, constantly modify and improve the tools and techniques, rather than stay in the use of tools and techniques, or ignore the update and development of tools and techniques.

Writing and presenting market research reports

Market research report is the final product of market research. It refers to the documents that are systematically, completely, clearly and persuasively presented to the entrusting party or stakeholders of market research in the form of words, charts and attachments by using some norms and techniques. The writing and display of market research report is the key link of market research, which directly affects the effect and value of market research, and then affects the evaluation and recognition of market research. Market investigators need to follow the following principles when writing and presenting market research reports:

Target principle: the writing and display of market research reports must conform to the objectives and requirements of market research, and can not deviate from or deviate from the theme and direction of market research, so as to avoid the ineffectiveness and failure of market research.

Principle of adaptability: The writing and presentation of market research reports must adapt to the needs and expectations of the client or stakeholders of the market research, and cannot ignore or violate the audience and occasions of the market research, so as not to cause conflict and disgust in the market research.

Principle of objectivity: The writing and display of market research reports must objectively, fairly and truly reflect the data and analysis of market research, and cannot subjectively, biases or falsely express market research.ConclusionAnd recommendations, so as not to cause market research questions and negative.

Principle of strength: The writing and presentation of market research reports must be strong, reasonable and well-founded to support the conclusions and recommendations of the market research, and the results and value of the market research must not be powerfully, unreasonably and unfounded to avoid the ineffectiveness and uselessness of the market research.

When writing and presenting market research reports, market investigators also need to pay attention to the following points:

The structure of the market research report should be complete, should not be missing or redundant, in general, the market research report should include cover, catalog, summary, text, conclusions, recommendations, references, appendices and other parts to reflect the overall picture and details of the market research.

The language of the market research report should be standardized and should not be random or wrong. Generally speaking, the market research report should use formal, accurate, clear, concise and consistent language to reflect the professionalism and rigor of the market research.

The charts of the market research report should be clear, not vague or complex, and in general, the market research report should use appropriate, meaningful, labeled, and interpreted charts to reflect the data and analysis of the market research.

The display of market research report should be vivid, not boring or monotonous. Generally speaking, the display of market research report should use attractive, creative, interactive and feedback methods to reflect the effect and value of market research.

Conclusion

Through the systematic, complete, clear and convincing presentation of the purpose, content, method, process, results and analysis of market research, this paper draws the following conclusions:

Market research is a professional, systematic, purposeful, planned, methodical and step-by-step activity, which requires market investigators to have certain knowledge, skills and qualities in order to effectively collect, analyze and present market information and provide valuable reference for enterprise decision-making.

In the process of market research, market investigators need to follow some principles and pay attention to some details, including selecting appropriate market research methods, designing effective market survey questionnaires, improving the response rate and quality of market research, using data analysis tools and techniques, writing and displaying market research reports, etc., in order to improve the effectiveness and level of market research.

In the process of becoming an excellent market investigator, market investigators need to constantly learn and practice, accumulate experience and skills, innovate and improve methods and tools, adapt to and lead the changes and development of the market, in order to enhance the value and impact of market research.

Recommendations

According to the conclusion and analysis of this paper, this paper puts forward the following suggestions:

For readers who are interested in becoming excellent market investigators, it is recommended that you read and refer to some excellent market research cases and reports, learn and learn from the methods and skills, and at the same time, participate in and implement some market research projects to exercise and improve your own market research ability and quality.

For market investigators who are already engaged in market research, it is recommended that you constantly update and expand your market research knowledge and skills, master and use some advanced market research tools and techniques, and at the same time, constantly summarize and reflect on your own market research experience and problems, innovate and improve your own market research methods and reports.

For enterprises or organizations that entrust or use market research, it is recommended that you attach importance to and support the work and personnel of market research, provide and allocate some necessary resources and conditions, at the same time, actively and reasonably use and evaluate the results and suggestions of market research, and transform the value and influence of market research into marketing decisions and actions.