Basic concepts and principles of 1. market research

Market research is defined as the activity of providing information support for decision-making by collecting, collating, analyzing and interpreting relevant data in order to understand the current situation and trends of a particular market or a particular issue. Market research can be divided into two categories: basic market research and applied market research. Basic market research refers to the systematic, comprehensive and long-term research activities carried out in order to explore the laws and principles of the market, the purpose of which is to accumulate and update market knowledge and improve the ability of market analysis. Applied market research refers to targeted, limited, and short-term research activities conducted to solve a specific market problem or meet a specific decision-making need, with the purpose of providing feasible solutions or suggestions.

The purpose of market research is to help customers (including enterprises, governments, social organizations, etc.) better understand the market environment they face or are involved in, including consumers, competitors, distributors, suppliers, regulations and policies. Through market research, customers can obtain the following benefits:

Improve decision-making efficiency and effectiveness. By obtaining reliable, accurate, timely and complete information, customers can avoid blindness and bias, reduce uncertainty and risk, and enhance decision-making basis and confidence.

Optimize product or service design and development. By understanding consumer needs, preferences, satisfaction, loyalty, etc., customers can develop appropriate product or service strategies based on the characteristics of the target market and market segments to improve product or service quality and competitiveness.

Improve the effectiveness of marketing activities. By analyzing consumer buying behavior, buying motivation, buying process, etc., customers can develop an effective marketing mix (including products, prices, promotions, channels, etc.) to achieve marketing goals.

Enhance innovation capacity and competitive advantage. By keeping track of industry dynamics, competitive dynamics, and technology trends, customers can identify and seize new opportunities in a timely manner to create and maintain differentiation and leadership.

Market research processes and methods refer to the specific ways used to collect, analyze and interpret data and information about the market. The process of market research generally includes the following steps:

Identify the objectives of the investigation. That is, to clarify the theme, scope, content and requirements of the investigation, so as to make it feasible, necessary, important and clear.

Design the survey plan. That is, select the appropriate survey methods, sample design, data sources, data collection tools, data analysis techniques, etc., to make it scientific, effective, economical and operational.

Implementation of data collection. That is, according to the survey plan, appropriate methods (such as questionnaires, interviews, observations, experiments, etc.) are used to obtain the required data from different channels (such as first-hand data, second-hand data, etc.) to make it authentic, complete, Timeliness and comparability.

data processing and analysis. That is, the use of statistical methods (such as descriptive statistics, inferential statistics, multivariate statistics, etc.), the collected data cleaning, sorting, coding, classification, summary, calculation and other operations, to obtain meaningful results, so that it is objective, accurate, systematic and interpretable.

Write a survey report. That is, based on the results of the data analysis, combined with the purpose and background of the survey, the use of standardized format and language, including summary, text, conclusions and recommendations and other parts of the report, so that it has integrity, logic, clarity and readability.

The methods of market research can be divided into two categories: quantitative survey and qualitative survey. Quantitative survey refers to the measurement and analysis of a large number of samples in a quantitative way to draw representative and universal conclusions. The characteristics of quantitative survey are objective, accurate and verifiable, but there are also shortcomings such as ignoring deep-seated factors, lack of flexibility and innovation. The commonly used methods of quantitative investigation include questionnaire survey, experimental method, mathematical statistics and so on. Qualitative investigation refers to the in-depth and detailed observation and understanding of a small number of samples in a non-quantitative way to draw meaningful and meaningful conclusions. Qualitative survey is characterized by subjective, flexible and innovative, but there are also shortcomings such as lack of objective basis, difficult to promote and verify. The commonly used methods of qualitative investigation include interview method, focus group method, case analysis method and so on.

Service Quality Evaluation of 2. Market Research Company

The connotation of service quality refers to the gap between the service provided by the service provider to the service recipient and the expectation of the service recipient. Service quality is a relative concept, which depends not only on the service level of the service provider, but also on the subjective feelings of the service recipient. Service quality is different from product quality. It has the following characteristics:

Intangibility. Service is an intangible activity or process, it cannot be seen or touched, nor can it be stored or transported, so it is difficult to measure by physical or technical standards.

heterogeneity. Services are provided by people or machines to people or machines. They are affected by the interaction between providers and recipients. Therefore, the quality of each service may be different, and it is difficult to ensure consistency and standardization.

Indivisibility. Services are produced and consumed at the same time between providers and recipients. They cannot be separated, so the quality of services is affected by both parties.

Unable to store sex. Service is an immediate activity or process that cannot be produced or reserved in advance, nor can it be delayed for consumption or exchange, so the quality of service is limited by time and space.

The service quality evaluation of market research companies refers to the systematic measurement and evaluation of the quality of market research services provided by market research companies. The purpose of the service quality evaluation of the market research company is to understand the service level and service effect of the market research company, to provide the basis and direction for the market research company to improve the service quality, and to provide reference and suggestions for the customer to choose the market research company. The service quality evaluation of the market research company is aimed at the internal and external stakeholders of the market research company, including the managers, employees, customers, partners, competitors, industry associations, government agencies, etc.

The index of service quality evaluation of market research company refers to the specific variables or dimensions used to measure and reflect the service quality of market research company. The indicators of service quality evaluation of market research companies can be divided into two categories: objective indicators and subjective indicators. Objective indicators are those that can be expressed in numbers or facts, such as service cost, service time, service error rate, service coverage, service revenue, service profit, etc. Subjective indicators refer to indicators that cannot be expressed in numbers or facts, but are based on the feelings and evaluation of service recipients, such as service reliability, service responsiveness, service assurance, service care, and service tangibility. Objective and subjective indicators complement each other and are an important basis for evaluating the service quality of market research companies.

The method of service quality evaluation of market research companies refers to the specific techniques or tools used to measure and evaluate the service quality of market research companies. The methods of service quality evaluation of market research companies can be divided into two categories: quantitative methods and qualitative methods. Quantitative methods are methods of measuring and evaluating the quality of service of a market research firm by mathematical or statistical means, such as the service quality gap model (SERVQUAL), Service Quality Layered Model (SERVPERF), Service Quality Expectations-Perceptual model (E-P.), Importance of Service Quality-The performance model (I-P), service quality comprehensive evaluation model (SQLE), etc. Qualitative methods refer to methods of descriptive or explanatory measurement and evaluation of the service quality of market research companies through language or graphics, such as the service quality story method (SQS), Service Quality Metaphor Approach (SQM), service quality graphic method (SQG), service quality case law (SQC), etc. Quantitative and qualitative methods complement each other and are effective means of evaluating the quality of service of market research companies.

The process of service quality evaluation of market research companies refers to the specific steps and sequence of service quality evaluation of market research companies. The process of service quality evaluation of market research companies generally includes the following stages:

Determine the purpose and scope of the evaluation. That is, to clarify the theme, object, content and requirements of the evaluation, so as to make it feasible, necessary, important and clear.

Selection of evaluation indicators and methods. That is, according to the purpose and scope of the evaluation, the appropriate evaluation indicators and methods are selected to make them scientific, effective, economical and operational.

Collect evaluation data and information. That is, according to the indicators and methods of evaluation, appropriate methods (e. g. questionnaires, interviews, observations, literature, etc.) are used to obtain the required data and information from different sources (e. g., internal data, external data, etc.) to make it authentic, complete, timely and comparable.

The evaluation results and influencing factors were analyzed. That is, the use of appropriate techniques (such as description analysis, correlation analysis, factor analysis, cluster analysis, etc.) to process and analyze the collected data and information to obtain evaluation results and influencing factors, so that it is objective, accurate, systematic and interpretable.

Evaluation conclusions and recommendations. That is, according to the analysis results and influencing factors, combined with the purpose and scope of the evaluation, the evaluation conclusions and recommendations are put forward to make it complete, logical, clear and readable.

Service Quality Improvement Strategy of 3. Market Research Company

The service quality improvement strategy of the market research company refers to a series of measures and methods taken by the market research company in order to improve its service level and service effect. The goal of the service quality improvement strategy of the market research company is to increase customer satisfaction and loyalty, improve the competitiveness and profitability of the market research company, and realize the sustainable development of the market research company. The content of the service quality improvement strategy of the market research company can be divided into the following aspects:

Improve the level of service quality management. That is, to establish and improve the service quality management system, including the organizational structure, division of responsibilities, process norms, supervision mechanism, incentive mechanism, etc. of service quality management, so as to make it scientific, normative, effective and dynamic. At the same time, strengthen the training and assessment of service quality management, improve the quality and ability of service quality management personnel, and make it professional, responsible, innovative and collaborative.

Improve service quality design level. That is, according to customer needs and expectations, as well as market changes and trends, the content, form, method, process, etc. of market research services are innovated and optimized to make them targeted, differentiated, added value and experiential. At the same time, strengthen the research and development of service quality design, improve the technical level and method level of service quality design, so as to make it forward-looking, systematic, feasible and reliable.

Improve the level of service quality execution. That is, in accordance with the requirements and standards of service quality design, the implementation and delivery of market research services are strictly controlled and guaranteed to make it consistent, accurate, timely and complete. At the same time, strengthen the monitoring and evaluation of service quality implementation, improve the efficiency and effect of service quality implementation, and make it measurable, evaluable, improvable and sustainable.

Improve the level of service quality recovery. That is, in the process of market research services, timely detection and handling of possible service quality problems and customer complaints, so that it has the rapidity, fairness, courtesy and satisfaction. At the same time, strengthen the summary and feedback of service quality recovery, improve the experience and lessons of service quality recovery, and make it learnable, preventable, improvable and replicable.

Improve service quality communication level. That is, before, during and after the market research service, effective information exchange and emotional communication with customers, so that it has timeliness, accuracy, clarity and friendliness. At the same time, strengthen the channels and methods of service quality communication, improve the efficiency and effect of service quality communication, and make it diverse, convenient, interactive and personalized.

A Case Study of Service Quality Evaluation of 4. Market Research Company

Champu Consulting is a company specializing in market research services, founded in2008In 2010, we mainly provide customized market research solutions for customers in various industries. Champu Consulting Company adheres to the principle“Professionalism, Innovation, Value”The service concept, is committed to providing customers with high-quality market research services, won the trust and praise of customers. In order to further improve the quality of service, Champu Consulting has2023A comprehensive service quality evaluation was conducted in, and the following are some of the cases:

Case 1: Shangpu Consulting Company provided an automobile manufacturer with a research service on the new energy vehicle market, which aims to help customers understand the market scale, market structure, market demand, market competition, market opportunities and other aspects of new energy vehicles, and provide reference for customers to formulate product development and marketing strategies for new energy vehicles. Shangpu Consulting Company adopts the method of combining quantitative investigation and qualitative investigation to conduct in-depth investigation on consumers, competitors, distributors and policy makers in the target market, collects a large number of first-hand data and second-hand data, uses a variety of data analysis techniques, obtains valuable research results, and writes a detailed research report, it provides targeted suggestions and solutions for customers. The customer has a very high evaluation of the quality of service of Shangpu Consulting Company and believes that the service of Shangpu Consulting Company has the following advantages:

Service reliability: according to the contract, Shangpu consulting company completed the research service on time and according to the quantity, without any delay or error, reflecting the commitment and responsibility to the customer.

Service responsiveness: In the process of research and service, Shangpu Consulting Company responded to the needs and problems of customers in a timely manner, provided effective communication and coordination, and reflected the attention and respect for customers.

Service assurance: Shangpu Consulting Company has a professional research team and advanced research equipment, providing a high level of research technology and methods, reflecting the confidence and ability of customers.

Service care: After the research service, Shangpu Consulting Company actively provides follow-up and support to customers, pays attention to customer feedback and satisfaction, and reflects the care and value of customers.

Service tangibility: Shangpu Consulting provides standardized research reports and rich research materials, showing the visualization and operationalization of the research process and results, reflecting the professionalism and innovation to customers.

Case 2: Shangpu Consulting Company provides a research service on consumer behavior for a fast-food company, which aims to help customers understand consumers' purchasing behavior, purchasing motivation, purchasing process and other aspects, and provide a basis for customers to formulate more effective marketing strategies. Shangpu Consulting Company adopted a combination of qualitative and quantitative surveys, conducted in-depth interviews and questionnaires on consumers in the target market, collected a large amount of first-hand and second-hand data, used a variety of data analysis techniques, obtained meaningful research results, and wrote a refined research report to provide customers with effective suggestions and solutions. The customer is satisfied with the service quality evaluation of Shangpu Consulting Company and believes that the service of Shangpu Consulting Company has the following advantages:

Service reliability: according to the contract, Shangpu consulting company completed the research service on time and according to the quantity, without any delay or error, reflecting the commitment and responsibility to the customer.

Service responsiveness: In the process of research and service, Shangpu Consulting Company responded to the needs and problems of customers in a timely manner, provided effective communication and coordination, and reflected the attention and respect for customers.

Service assurance: Shangpu Consulting Company has a professional research team and advanced research equipment, providing a high level of research technology and methods, reflecting the confidence and ability of customers.

Service care: After the research service, Shangpu Consulting Company actively provides follow-up and support to customers, pays attention to customer feedback and satisfaction, and reflects the care and value of customers.

Service tangibility: Shangpu Consulting provides standardized research reports and rich research materials, showing the visualization and operationalization of the research process and results, reflecting the professionalism and innovation to customers.

However, the client also made the following suggestions about the quality of service provided by Champ Consulting:

Service reliability: In the research service of Shangpu Consulting Company, the source and quality of some data need to be improved, and more stringent data verification and cleaning are needed to improve the authenticity and accuracy of the data.

Service responsiveness: In the research service of Shangpu Consulting Company, the response and resolution of some problems are delayed and untimely, and more rapid and effective service response is needed to improve customer satisfaction and trust.

Service assurance: In the research service of Shangpu Consulting Company, the selection and application of some technologies and methods are not appropriate and sufficient. More scientific and comprehensive service assurance is needed to improve the efficiency and effect of research.

Service care: After the research service of Shangpu Consulting Company, the feedback and satisfaction of some customers have not been fully paid attention to and dealt with, and more active and meticulous service care is needed to improve customer loyalty and recommend.

Service tangibility: The expression and presentation of some of the research reports and materials provided by Champ Consulting are somewhat obscure and complex, and more concise and clear service tangibility is needed to improve customer understanding and acceptance.

Case 3: Shangpu Consulting Company provides an educational institution with a research service on the online education market, which aims to help customers understand the market scale, market structure, market demand, market competition, market opportunities and other aspects of online education, and provide guidance for customers to formulate the development strategy and operation mode of online education. Shangpu Consulting Company adopts the method of combining quantitative investigation and qualitative investigation, conducts extensive investigation on students, teachers, parents, platforms, content providers and so on in the target market, collects a large amount of first-hand data and second-hand data, uses a variety of data analysis techniques, draws enlightening investigation results, and writes a comprehensive investigation report, provide forward-looking suggestions and solutions for customers. The client's evaluation of the quality of service of Shangpu Consulting Company is relatively general, and it is believed that the service of Shangpu Consulting Company has the following advantages:

Service reliability: according to the contract, Shangpu consulting company completed the research service on time and according to the quantity, without any delay or error, reflecting the commitment and responsibility to the customer.

Service responsiveness: In the process of research and service, Shangpu Consulting Company responded to the needs and problems of customers in a timely manner, provided effective communication and coordination, and reflected the attention and respect for customers.

Service assurance: Shangpu Consulting Company has a professional research team and advanced research equipment, providing a high level of research technology and methods, reflecting the confidence and ability of customers.

However, customers have also criticized the quality of service provided by Champ Consulting as follows:

Service caring: After the research service, Shangpu Consulting Company did not take the initiative to provide follow-up and support to customers, nor did it pay attention to customer feedback and satisfaction, reflecting its indifference and indifference to customers.

Service tangibility: The quality and innovation of some of the research reports and materials provided by Shangpu Consulting Company do not reflect the latest developments and trends in the online education market, nor do they provide suggestions and solutions with practical value and operational guidance, reflecting mediocrity and perfunctory to customers.

5. Conclusion

Market research is an activity to understand the current situation and development trend of the market and provide information support for decision-making. A market research company is a professional organization that provides market research services. The service quality of a market research company is an important factor affecting its competitiveness and customer satisfaction. This paper analyzes the theory and practice of service quality evaluation of market research companies from the aspects of service quality connotation, evaluation index, evaluation method and evaluation process, as well as the strategies and suggestions on how to improve service quality of market research companies. This paper also shows the application and effect of the service quality evaluation of the market research company in combination with some cases of Shangpu Consulting Company. The main conclusions of this paper are as follows:

The service quality evaluation of market research companies is a systematic measurement and evaluation of the quality of market research services provided by market research companies. Its purpose is to understand the service level and service effect of market research companies, to provide basis and direction for market research companies to improve service quality, and to provide reference and suggestions for customers to choose market research companies.

The service quality evaluation indicators of market research companies can be divided into two categories: objective indicators and subjective indicators. Objective indicators refer to indicators that can be expressed by numbers or facts, and subjective indicators refer to indicators that cannot be expressed by numbers or facts. It is based on the feelings and evaluation of service recipients. Objective indicators and subjective indicators complement each other and are important basis for evaluating the service quality of market research companies.

The methods of service quality evaluation of market research companies can be divided into two categories: quantitative method and qualitative method. Quantitative method refers to the method of measuring and evaluating the service quality of market research companies quantitatively by means of mathematics or statistics. Qualitative method refers to the method of measuring and evaluating the service quality of market research companies descriptively or interpretively by means of language or graphics, quantitative and qualitative methods complement each other and are effective means of evaluating the quality of service of market research companies.

The service quality evaluation process of a market research company generally includes several stages, such as determining the evaluation purpose and scope, selecting evaluation indicators and methods, collecting evaluation data and information, analyzing evaluation results and influencing factors, and proposing evaluation conclusions and suggestions. Each stage has its own characteristics and requirements. It should be noted that the service quality evaluation of a market research company is a dynamic, circular and continuous process, rather than a static, one-time, finalizing event.

The service quality improvement strategy of the market research company refers to a series of measures and methods taken by the market research company in order to improve its service level and service effect. Its goal is to increase customer satisfaction and loyalty, improve the competitiveness and profitability of the market research company, and realize the sustainable development of the market research company, its contents can be divided into several aspects, such as improving the management level of service quality, improving the design level of service quality, improving the implementation level of service quality, improving the recovery level of service quality, improving the communication level of service quality and so on. Each aspect has its key points and methods. It should be noted that the service quality improvement strategy of market research company is a systematic, comprehensive and strategic process, rather than an isolated, fragmented, tactical incident.