The concept and characteristics of 1. market research companies.

Market Research Company Concept

Market research refers to the systematic and purposeful data collection and analysis activities carried out in order to obtain market information and insight into consumer needs, behaviors, attitudes, etc. Market research can help companies understand the market environment, competitors, target customers, product characteristics, pricing strategies, etc., so as to develop effective marketing strategies and improve competitiveness.

A market research company is a professional organization that provides market research services. Its main function is to collect data and information for customers or independently, and to provide data collation, analysis and research services. Market research companies can design and implement various types and methods of market research projects, such as quantitative surveys, qualitative surveys, and comprehensive surveys, according to customer needs.

Characteristics of Market Research Companies

As a service-oriented enterprise, the market research company has the following characteristics:

（1) Professionalism. Market research companies need to have professional knowledge, skills and experience to ensure that the design, implementation and analysis of market research projects are scientific, effective and reliable. At the same time, market research companies also need to master the expertise of various fields and industries to meet the needs of different customers.

（2) flexibility. Market research companies need to flexibly select appropriate market research types, methods, samples, tools, etc. according to customer needs and budgets to achieve the best results. At the same time, market research companies also need to constantly innovate and improve their service methods according to market changes and technological progress.

（3) Competitive. Market research companies are under intense competitive pressure, not only from other companies in the same industry, but also from the clients themselves or other related organizations (e. g., consulting firms, advertising agencies, etc.). Therefore, market research companies need to continuously improve the quality and level of their services in order to win the trust and satisfaction of customers.

Industry specifications for 2. market research companies

The need for industry regulation

Industry norms refer to a series of rules or standards formulated and observed within an industry to regulate the behavior and activities within the industry and ensure the normal operation and development of the industry. For market research companies, it is necessary to establish and comply with industry norms, mainly for the following reasons:

（1) Improve the quality of market research. The quality of market research directly affects the value and effect of market research, and also affects the reputation and image of market research companies. If market research firms do not comply with industry norms, data falsification, analytical errors, and,ConclusionErrors and other issues, resulting in a decline in the quality of market research, and even the loss of customers. Therefore, market research companies need to comply with industry norms to ensure that market research is scientific, objective and accurate.

（2) to protect the rights and interests of consumers. Consumers are the main customers of market research companies, and their rights and interests should be fully respected and protected. If the market research company does not comply with the industry norms, there may be fraud, concealment, leakage and other problems, infringing on consumers' right to know, the right to choose, the right to privacy and so on. Therefore, market research companies need to comply with industry norms and safeguard the legitimate rights and interests of consumers.

（3) to promote the development of the industry. The market research industry is an industry closely related to social and economic development, and its level of development reflects the degree of marketization and competitiveness of a country or region. If the market research company does not abide by the industry norms, there may be vicious competition, low-price dumping, improper means and other issues, undermining the order and credibility of the industry, but also hindering the innovation and progress of the industry. Therefore, market research companies need to comply with industry norms and promote the healthy and orderly development of the industry.

Content of Industry Specifications

According to the "Market Research Agency Qualification Level Specification" (draft for comments), the industry specifications of market research companies mainly include the following aspects:

（1) Operating conditions. Operating conditions refer to the basic conditions required by the market research company to carry out business, including registered capital, office space, facilities and equipment, employees, etc. The operating conditions reflect the strength and scale of the market research company, and also affect the service ability and level of the market research company. According to the Code for the Level of Qualification of Market Research Agencies (draft for comments), market research companies can be classified according to their operating conditions.ALevel,AALevel,AAALevel,AAAALevel andAAAAAThere are five levels.

（2) Operating performance. Operating performance refers to the number of projects completed by the market research company in a certain period of time and operating income and other indicators. The operating performance reflects the experience and efficiency of the market research company, and also affects the reputation and competitiveness of the market research company. According to the "Standard for Qualification Grades of Market Research Institutions" (draft for comments), market research companies can be dividedALevel,AALevel,AAALevel,AAAALevel andAAAAAThere are five levels.

（3) Operations management. Operations management refers to the management activities of the market research company in the course of carrying out business, including project management, quality management, risk management, human resources management, financial management and so on. Operation management reflects the standardization and efficiency of the market research company, and also affects the service quality and customer satisfaction of the market research company. According to the "Market Research Agency Qualification Level Specification" (draft for comments), market research companies can be dividedALevel,AALevel,AAALevel,AAAALevel andAAAAAThere are five levels.

（4) Service requirements. Service requirements refer to some basic requirements that market research companies should comply with when signing contracts with customers and providing services, including contract content, service process, service standards, service period, service fees, etc. Service requirements reflect the integrity and responsibility of the market research company, and also affect the customer relationship and reputation of the market research company. According to the Code for the Qualification of Market Research Agencies (draft for comments), market research companies can be classified according to their service requirements.ALevel,AALevel,AAALevel,AAAALevel andAAAAAThere are five levels.

（5) Documentation requirements. Document requirements refer to some necessary documents that the market research company should submit to the customer after completing the project, including project reports, data files, original records, etc. The documentation requirements reflect the professionalism and transparency of the market research firm and also affect the intellectual property rights and legal responsibilities of the market research firm. According to the Code for the Level of Qualification of Market Research Agencies (draft for comments), market research companies can be dividedALevel,AALevel,AAALevel,AAAALevel andAAAAAThere are five levels.

Proposals for industry norms 3. market research firms

In order to promote the industry norms of market research companies, this paper puts forward the following suggestions:

（1) Strengthen the role of industry associations. The trade association is a self-regulatory organization of the market research industry, and its main responsibility is to formulate and implement industry norms, safeguard the interests of the industry, improve the level of the industry, and promote industry exchanges and cooperation. At present, China has a number of market research related industry associations, such as the China Federation of Commerce Market Research Committee, China Information Association Data and Information Analysis Committee. These associations should strengthen their own construction, improve the rules and regulations, increase supervision, improve the level of service, and enhance the cohesion of the industry.

（2) Establish industry certification system. Industry certification refers to the process of evaluating and recognizing the qualifications and capabilities of market research companies by authoritative institutions, and its purpose is to ensure the professional level and service quality of market research companies. At present, there is no unified qualification certification system for market research institutions in China, which leads to the uneven level of market research companies and it is difficult for customers to distinguish. Therefore, it is necessary to establish a national qualification certification system for market research institutions, and combine it with the "Standard for Qualification Grades of Market Research Institutions" (draft for comments) to form a scientific and reasonable evaluation system.

（3) Raise awareness of industry self-discipline. Industry self-discipline refers to the behavior of market research companies that consciously abide by industry norms and ethical standards when conducting business, and refrain from engaging in unfair competition and illegal behavior. Industry self-discipline is the basic quality and responsibility of market research companies, and it is also the core value of the market research industry. Market research companies should improve self-discipline awareness, establish a good image of the industry, maintain the reputation of the industry, and promote the development of the industry.

4. Conclusion

A market research company is a professional organization that provides market research services. Its business involves many fields and industries, and plays an important role in market decision-making and the formation of competitive advantages. However, the market research industry in China is still in the development stage, there are some non-standard and unreasonable phenomenon, affecting the quality and credibility of the market research, but also restricts the healthy development of the market research industry. This paper discusses the industry norms of market research companies from the aspects of their operating conditions, operating performance, operation management, service requirements and document requirements, and puts forward some suggestions in order to provide reference for the standardization and standardization of market research companies.