一、 市场调查公司的概念和特征

市场调查公司的概念

市场调查是指为了获取市场信息和洞察消费者需求、行为、态度等，而进行的系统性、有目的的数据收集和分析活动。市场调查可以帮助企业了解市场环境、竞争对手、目标客户、产品特性、价格策略等，从而制定有效的营销策略和提高竞争力。

市场调查公司是指提供市场调查服务的专业机构，其主要职能是为客户或自主采集数据和信息，并提供数据整理、分析、研究服务。市场调查公司可以根据客户的需求，设计并实施各种类型和方法的市场调查项目，如定量调查、定性调查、综合调查等。

市场调查公司的特征

市场调查公司作为一种服务型企业，具有以下几个特征：

（1） 专业性。市场调查公司需要具备专业的知识、技能和经验，以保证市场调查项目的设计、实施和分析的科学性、有效性和可靠性。同时，市场调查公司还需要掌握各个领域和行业的专业知识，以满足不同客户的需求。

（2） 灵活性。市场调查公司需要根据客户的需求和预算，灵活地选择合适的市场调查类型、方法、样本、工具等，以达到最佳的效果。同时，市场调查公司还需要根据市场变化和技术进步，不断地创新和改进自己的服务方式。

（3） 竞争性。市场调查公司面临着激烈的竞争压力，不仅来自于同行业的其他公司，还来自于客户自身或其他相关机构（如咨询公司、广告公司等）。因此，市场调查公司需要不断地提高自己的服务质量和水平，以赢得客户的信任和满意。

二、 市场调查公司的行业规范

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） 提高市场调查的质量。市场调查的质量直接影响了市场调查的价值和效果，也影响了市场调查公司的信誉和形象。如果市场调查公司不遵守行业规范，可能会出现数据造假、分析失误、Conclusion错误等问题，导致市场调查的质量下降，甚至造成客户的损失。因此，市场调查公司需要遵守行业规范，确保市场调查的科学性、客观性和准确性。

（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.

行业规范的内容

根据《市场调查机构资质等级规范》（征求意见稿），市场调查公司的行业规范主要包括以下几个方面：

（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,AAAA 级和 AAAAA 级五个等级。

（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,AAAA 级和 AAAAA 级五个等级。

（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,AAAA 级和 AAAAA 级五个等级。

（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,AAAA 级和 AAAAA 级五个等级。

（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,AAAA 级和 AAAAA 级五个等级。

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） 加强行业协会的作用。行业协会是市场调查行业的自律组织，其主要职责是制定和执行行业规范，维护行业利益，提高行业水平，促进行业交流和合作。目前，我国已经有多个市场调查相关的行业协会，如中国商业联合会市场研究委员会，中国信息协会数据与信息分析委员会等。这些协会应该加强自身建设，完善规章制度，加大监督力度，提高服务水平，增强行业凝聚力。

（2） 建立行业认证制度。行业认证是指由权威机构对市场调查公司的资质和能力进行评估和认可的过程，其目的是保证市场调查公司的专业水平和服务质量。目前，我国还没有统一的市场调查机构资质认证制度，导致市场调查公司的水平参差不齐，客户难以辨别。因此，有必要建立一个全国性的市场调查机构资质认证制度，并将其与《市场调查机构资质等级规范》（征求意见稿）相结合，形成一个科学合理的评价体系。

（3） 提高行业自律意识。行业自律是指市场调查公司在开展业务时自觉遵守行业规范和道德准则，不从事不正当竞争和不合法行为的行为。行业自律是市场调查公司的基本素养和责任，也是市场调查行业的核心价值。市场调查公司应该提高自律意识，树立良好的行业形象，维护行业声誉，促进行业发展。

四、 结论

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.