Market research is an important basis for enterprises to carry out marketing activities, but also an important means for enterprises to improve market competitiveness and profitability. The practice and case of market research is the application and display of market research, and also the study and reference of market research. The practice and case of market research can reflect the methods and techniques of market research, the process and results of market research, the experience and lessons of market research, the value and significance of market research, etc. This article interviews several market research experts and shares their market research practices and cases from the following aspects:

Methods and techniques of market research

The methods and techniques of market research are the tools and means of market research, and are also the core and key of market research. The methods and techniques of market research refer to the methods and techniques used in market research to collect, analyze and interpret market information, such as questionnaires, in-depth interviews, focus groups, experimental designs, observation methods, neuromarketing, etc. The methods and techniques of market research should be scientific, effective and innovative in order to facilitate the quality and effectiveness of market research data. The methods and techniques of market research should be based on the purpose and scope of market research, as well as the type and characteristics of market information, rather than on the habits and convenience of market research, in order to avoid distortion and misleading market research.

Interview expert: Professor Zhang, a senior expert and educator in market research, has participated in and guided many market research projects and topics.

Interviews:

Q: What do you think are the important principles and requirements for market research methods and techniques?

A: I think the methods and techniques of market research have the following important principles and requirements:

First, the methods and techniques of market research should be in line with the purpose and scope of market research, that is, to be able to effectively answer market research questions and achieve the objectives of market research, rather than to use certain methods and techniques.

Second, the methods and techniques of market research should be adapted to the types and characteristics of market information, that is, to be able to adequately collect and analyze the content and form of market information, rather than ignoring or distorting the truth and effectiveness of market information.

Third, the methods and techniques of market research should be combined with the resources and conditions of market research, that is, to be able to reasonably arrange and use the time, personnel, equipment, funds, etc. of market research, rather than exceeding or wasting the resources and conditions of market research.

Fourth, the methods and techniques of market research should be constantly innovated and improved, that is, to be able to introduce and apply new methods and techniques according to the changes and development of the market, rather than sticking to or abusing the old methods and techniques.

Q: Can you give an example of how you choose and use market research methods and techniques in your market research practice?

Answer: I can give an example of a market research project I participated in. This project is to understand the use and satisfaction of public transportation in a certain city, as well as suggestions and expectations for the improvement and development of public transportation. In this project, we selected and used the following market research methods and techniques:

First, we used the method of questionnaire survey to collect a large number of residents' basic information and opinions by issuing and recycling questionnaires on public transportation stops and vehicles, as well as on the Internet and mobile phones. We used this method because it can cover a wide range of population groups, can get quantitative data, and can be easily counted and analyzed.

Second, we used the method of in-depth interview. Through inviting and interviewing some public transportation related personnel and experts in the management departments and operation units of public transportation, as well as in communities and schools, we collected some background information and professional opinions of public transportation. We use this method because it provides insight into the internal and external influences of public transport, qualitative data, and easy interpretation and understanding.

Third, we used the focus group method to select and organize some representative and diverse residents among the users and potential users of public transportation, conduct some thematic and guided group discussions, and collect some public transportation experience and improvement suggestions. We use this method because it can give full play to the initiative and interaction of residents, can obtain dynamic data, and can be easily observed and recorded.

Fourth, we used the method of experimental design to implement and test some improvement measures of public transportation, such as increasing frequency and seats, improving speed and safety, improving environment and service, etc., by using some lines and vehicles of public transportation. Collected the improvement effect and feedback of some public transportation. We use this method because it can directly test and verify the improvement plan of public transportation, obtain empirical data, and easily compare and evaluate.

A: I think the methods and techniques of market research have the following important influences and functions:

First, the methods and techniques of market research can affect the quality and effectiveness of market research data, that is, it can determine the authenticity, validity, completeness, consistency, replicability, etc. of market research data, thus affecting the reliability and validity of market research data.

Second, the methods and techniques of market research can affect the efficiency and effectiveness of the process of market research, that is, it can determine the time, cost, difficulty, risk, problem, etc. of the process of market research, thus affecting the rationality and effectiveness of the process of market research.

Third, the methods and techniques of market research can affect the value and significance of the results of market research, that is, they can determine the content, form, conclusions, recommendations, applications, etc. of the results of market research, thus affecting the usefulness and effectiveness of the results of market research.

Process and Results of Market Research

The process and results of market research are the implementation and display of market research, as well as the inspection and verification of market research. The process and results of market research refer to all stages and links of market research from design to implementation, from collection to analysis, from explanation to report, from application to evaluation, as well as all kinds of information and figures obtained from market research, such as market scale, structure, distribution, growth, trend, cycle, etc., as well as consumers' characteristics, preferences, behaviors, motives, attitudes, satisfaction, etc, as well as the characteristics, strengths, weaknesses, objectives, strategies, actions, effects, etc. of competitors. The process and results of market research should be scientific, systematic, complete, logical and persuasive, so as to facilitate the credibility and effectiveness of the process and results of market research. The process and results of market research should be based on the purpose and scope of market research, as well as the type and characteristics of market information, rather than on the preferences and convenience of market research, in order to avoid omissions and biases in market research.

Interview expert: Manager Li, a senior practitioner and manager of market research, has participated in and is responsible for many market research projects and tasks.

Interviews:

Q: What do you think are the important steps and elements of the process and results of market research?

A: I think the process and results of market research have the following important steps and elements:

First, the design of market research is the planning and preparation of market research, which is the basis and premise of market research. The design of market research includes determining the purpose and scope of market research, selecting methods and techniques for market research, developing plans and budgets for market research, and arranging personnel and equipment for market research.

Second, the implementation of market research is the implementation and operation of market research, which is the core and key of market research. The implementation of market research includes collecting the data of market research, analyzing the data of market research, interpreting the data of market research, reporting the data of market research, etc.

Third, the application of market research is the use and application of market research, which is the goal and result of market research. The application of market research includes formulating and evaluating market strategies and decisions, identifying and solving market opportunities and problems, and improving and optimizing market efficiency and effectiveness.

Fourth, the evaluation of market research is the test and verification of market research, and the feedback and improvement of market research. The evaluation of market research includes evaluating the process and results of market research, evaluating the experience and lessons of market research, and evaluating the value and significance of market research.

Q: Can you give an example of how you conduct and complete the process and results of market research in your practice of market research?

A: I can give an example of a market research task that I am responsible for. This task is to understand the satisfaction and loyalty of consumers of a certain brand, as well as opinions and suggestions for brand improvement and development. In this task, we conducted and completed the following market research processes and results:

First, the design of the market survey, we have determined the purpose and scope of the market survey, that is, to understand the satisfaction and loyalty of the brand's consumers, as well as opinions and suggestions for the improvement and development of the brand, as well as the target group of the market survey, that is, the existing consumers and potential consumers of the brand. We chose the methods and techniques of market research, I .e., using questionnaires and in-depth interviews, using random and stratified sampling techniques, using quantitative and qualitative techniques, and using open and closed techniques. We have a plan and budget for the market survey, that is, we plan to complete the market survey within one month, with a budget of 100000 yuan. We arranged for market research personnel and equipment, that is, 10 market investigators and 2 market analysts were assigned, and equipment such as computers and mobile phones were used.

Second, the implementation of market research, we collected the data of market research, that is, through the distribution and recycling of questionnaires on the Internet and mobile phones, as well as at the point of sale and use of the brand, we collected 1000 effective questionnaires. Through the management departments and operating units of the brand, as well as in communities and schools, we invited and interviewed 20 relevant personnel and experts of the brand, twenty valid interview records were collected. We analyzed the market survey data, I .e., using descriptive and inferential statistics, using cross-analysis and factor analysis, and using content analysis and discourse analysis to obtain the distribution, relationship, and impact of the market survey data. We explained the data of the market survey, that is, using the methods of logical reasoning and inductive deduction, using the methods of comparative analysis and case analysis, using the methods of hypothesis testing and model building, and obtained the significance, conclusions and recommendations of the data of the market survey. We reported the data of the market survey, that is, in the form of written and oral reports, in the form of charts and text, in the form of summaries and details, and reported the process, results, conclusions and recommendations of the market survey data to the client or stakeholders of the market survey.

Third, the application of market research, we formulate and evaluate the strategy and decision-making of the market, that is, according to the results of market research, we formulate the strategy and decision-making to improve and develop the brand, such as improving the quality and level of brand products and services, improving the intensity and effect of brand publicity and promotion, and increasing the frequency of brand activities and interaction.

Fourth, the evaluation of market research, we evaluate the process and results of market research, that is, according to the purpose and expectations of market research, as well as the characteristics and needs of the audience of market research, evaluate the rationality, effectiveness, usefulness, effectiveness, etc. of the process and results of market research. We evaluate the experience and lessons of market research, that is, according to the methods and techniques of market research, as well as the types and characteristics of market information, we summarize and draw on the experience and lessons of market research, such as the advantages and disadvantages of market research, the success and failure of market research, the improvement and innovation of market research, etc. We evaluate the value and significance of market research, that is, according to the results and application of market research, as well as the impact and role of market research, such as the contribution and benefits of market research, the impact and promotion of market research, the development and prospects of market research.

Conclusion

Market research is an important basis for enterprises to carry out marketing activities, but also an important means for enterprises to improve market competitiveness and profitability. The practice and case of market research is the application and display of market research, and also the study and reference of market research. The practice and case of market research can reflect the methods and techniques of market research, the process and results of market research, the experience and lessons of market research, the value and significance of market research, etc. This paper interviews several market research experts and shares their market research practices and cases from the following aspects: methods and techniques of market research, process and results of market research, experience and lessons of market research, value and significance of market research. The purpose of this paper is to provide some knowledge and experience about the practice and case of market research for enterprises through expert interviews, so as to help enterprises better conduct market research and promote the development of enterprises.