Methodology of 1. Market Research

The methodology of market research refers to the scientific principles and standardized procedures of market research, which is the theoretical basis and method tool to guide the implementation and management of market research. The methodology of market research consists of the following steps:

1. Determine the purpose of the study

The purpose of research is the starting point and destination of market research, and the basic basis for guiding the design and implementation of market research. The purpose of the research should be clear, specific, feasible and measurable, so as to provide clear direction and standards for the follow-up research program. The purpose of the research should be determined based on the background, questions and objectives of the market research, as well as the needs and expectations of the customers and stakeholders of the market research. For example, the purpose of market research for a sports club might be:

Understand the size, structure, trends and potential of the target market;

Identify consumer characteristics, needs, preferences and satisfaction in the target market;

Analyze the strengths, weaknesses, strategies and dynamics of competitors in the target market;

Explore the opportunities and threats of the target market, as well as the strengths and weaknesses of sports clubs;

Put forward the market positioning, objectives, strategies and action plans of sports clubs.

2. Design research program

The research program is a blueprint for market research and a specific plan to guide the implementation and management of market research. The research protocol should be detailed, complete, reasonable and effective in order to provide reliable methods and techniques for subsequent data collection and analysis. The design of the research proposal should be based on factors such as research purpose, research scope, research resources and research limitations, as well as references such as market research best practices and industry standards. The research program mainly includes the following elements:

Research type: market research can be divided into exploratory research, descriptive research and causal research, according to different research purposes and problems, choose the appropriate research type, in order to determine the depth and breadth of research. For example, exploratory research is suitable for identifying market problems and opportunities, descriptive research is suitable for describing market conditions and characteristics, and causal research is suitable for verifying market assumptions and relationships.

Data source: Market research can use first-hand data and second-hand data, or a combination of both, according to different data availability and quality, select the appropriate data source, in order to obtain effective and accurate market information. For example, first-hand data refers to raw data collected directly from the market by market researchers, and second-hand data refers to existing data obtained by market researchers from other sources.

Data collection methods: Market research can use quantitative and qualitative methods, or a combination of both, according to different data types and characteristics, select the appropriate data collection methods in order to collect adequate and representative market data. For example, quantitative methods refer to the collection and analysis of data using numerical and statistical methods, and qualitative methods refer to the collection and analysis of data using textual and observational methods.

Data processing and analytical techniques: Market research can use descriptive, inferential and predictive analytics, or a combination of multiple analytical techniques to select appropriate data processing and analytical techniques based on different data characteristics and objectives in order to extract and present valuable market insights. For example, descriptive analysis refers to the use of average, percentage, frequency and other indicators to describe the basic characteristics of data, inferential analysis refers to the use of hypothesis testing, correlation analysis, regression analysis and other methods to verify the relationship and impact of data, predictive analysis refers to the use of time series analysis, trend analysis, simulation analysis and other techniques to predict future changes in data.

3. Presentation and reporting of research findings

Research results are the results of market research and are the main way to convey market information and advice to the customers and stakeholders of market research. The research results should be clear, concise, persuasive and useful in order to provide effective support and guidance for market decision-making. The presentation and reporting of research results should be based on considerations such as research purpose, research findings, research recommendations and research limitations, as well as the communication objectives and strategies of the market research. The presentation and reporting of the research results mainly includes the following parts:

Research background and purpose: to introduce the background, problems and objectives of market research, as well as the importance and significance of market research.

Research methods and processes: Introduce the types of market research, data sources, data collection methods, data processing and analysis techniques, and the main steps and processes of market research implementation and management.

Research findings and analysis: introduce the key data and indicators of market research, as well as the core insights and insights of market research.Conclusion, use charts, graphs, examples, etc. to present and interpret data, and use logic, evidence, argumentation, etc. to analyze and explain insights.

Research recommendations and action plans: Introduce the main recommendations and recommendations of the market survey, as well as the feasibility of the market survey action plan and plan, and plan and arrange the action plan using priorities, responsibilities, time, resources, etc.

Research limitations and outlook: introduce the impact of the main limitations and limitations of market research, as well as the outlook and direction of improvement of market research, use honest, modest, objective and other ways to recognize and explain the limitations, use innovative, forward-looking, positive and other ways to show and describe the outlook.

Research appendices and references: introduce additional information and supplementary materials for market research, as well as data sources and citations for market research, and arrange and list appendices and references in a standardized, uniform, and complete manner.

Practice of 2. Market Research

The practice of market research refers to the specific operation and management of market research, which is the practical application and implementation of market research methodology. The practice of market research mainly involves the following aspects:

1. Project planning

Project planning is the start-up stage of market research, which is the process of determining the objectives, scope, content, methods, resources, time, quality, risk and other elements of market research. The purpose of project planning is to provide clear guidance and basis for the implementation and management of market research, as well as to provide comparable standards and baselines for the evaluation and improvement of market research. The main tasks of project planning include:

Determine the project objectives: According to the background, problems and objectives of the market research, as well as the needs and expectations of the customers and stakeholders of the market research, define the objectives and expected results of the market research, and define and describe the project objectives using SMART principles (Specific, Measurable, Achievable, Relevant, Time-bound).

Determine the scope of the project: According to the objectives and content of the market research, as well as the resources and limitations of the market research, clarify the scope and boundaries of the market research, and use WBS(Work Breakdown Structure) to decompose and organize the scope of the project.

Determine the project content: According to the scope and method of market research, as well as the data and analysis of market research, clarify the content and requirements of market research, and use SOW(Statement of Work) to summarize and standardize the project content.

Determine the project method: According to the content and type of market research, as well as the best practices and industry standards of market research, clarify the methods and techniques of market research, and use the research plan to design and explain the project method.

Identify project resources: Identify and allocate project resources using the RACI matrix (Responsible, Accountable, Consulted, Informed) based on the methodology and content of the market survey, as well as the budget and timing of the market survey.

Determine the project time: According to the scope and content of the market research, as well as the resources and risks of the market research, clarify the time and progress of the market research, and use the Gantt chart (Gantt chart) to plan and control the project time.

Determine the quality of the project: according to the objectives and content of the market survey, as well as the expectations and satisfaction of the customers and stakeholders of the market survey, clarify the quality and standards of the market survey, and use QC(Quality Control) and QA(Quality Assurance) to ensure and improve the quality of the project.

Determine the project risk: according to the scope and content of the market research, as well as the resources and time of the market research, identify the risk and impact of the market research, use the risk matrix (Risk Matrix) to identify and assess the project risk, use the risk response strategy (Risk Response Strategies) to avoid and mitigate the project risk.

2. Project implementation

Project implementation is the execution phase of market research, which is the process of actually collecting, processing and analyzing market data, and presenting and reporting market results in accordance with the market research program and plan. The purpose of project implementation is to provide effective and useful market information and advice to customers and stakeholders of market research, as well as effective support and guidance for market decision-making. The main tasks of project implementation include:

Data collection: According to the data source and data collection method of market survey, use appropriate tools and technologies to obtain first-hand data and second-hand data from the market, use effective sampling methods and survey design to ensure the adequacy and representativeness of the data, and use effective data verification and cleaning methods to ensure the validity and accuracy of the data.

Processing data: according to the data type and characteristics of market research, use appropriate tools and technologies to organize, classify, encode, convert and store market data, and use effective data management and protection methods to ensure data integrity and security.

Analytical data: According to the data processing and analysis techniques of market research, using appropriate tools and techniques, descriptive analysis, inferential analysis and predictive analysis of market data, using effective data presentation and interpretation methods, extracting and presenting valuable market insights andConclusion。

Presentation of results: According to the presentation and reporting elements of the market research results, use appropriate tools and techniques to summarize, summarize, recommend and plan the market results, and use effective communication objectives and strategies to convey market information and suggestions to the customers and stakeholders of the market research.

3. Project evaluation

Project evaluation is the end of the market survey, the process of evaluating and feeding back the process and results of the market survey, as well as summarizing and sharing the experience and lessons learned from the market survey. The purpose of project evaluation is to provide effective and useful market evaluation and feedback to the customers and stakeholders of market research, as well as effective experience and lessons for the improvement and innovation of market research. The main tasks of project evaluation include:

Evaluation process: according to the contents and standards of market research project planning and project implementation, use appropriate tools and techniques to evaluate and feedback the process of market research, use effective indicators and methods to measure and evaluate the efficiency and effectiveness of market research, use effective channels and methods to collect and feedback opinions and suggestions of market research.

Evaluation results: According to the project objectives of the market survey and the content and standards of the project results, use appropriate tools and techniques to evaluate and feedback the results of the market survey, use effective indicators and methods to measure and evaluate the quality and value of the market survey, use effective channels and methods to collect and feedback the satisfaction and recognition of the market survey.

Summarize experience: According to the process and results of the project evaluation of market research, use appropriate tools and techniques to summarize and share the experience and lessons of market research, use effective methods and techniques, identify and summarize the advantages and disadvantages of market research, use effective methods and techniques, refine and share the experience and lessons of market research.

3. market research services from Champu Consulting

Shangpu Consulting Company is a professional market research and consulting service organization, with rich market research methodology and practical experience and ability to provide high-quality market research and consulting services to customers in all walks of life. Our market research services cover all aspects of the methodology and practice of market research, including:

Demand analysis of market research: The professional consultants of Shangpu Consulting Company will conduct in-depth communication and exchanges with customers, understand the customer's market background, problems and goals, as well as the customer's needs and expectations, and provide customers with customized market research needs Analysis report, clarify the purpose, scope, content, methods, resources, time, quality, risk and other elements of market research.

Scheme design of market survey: professional consultants of Shangpu Consulting Company will provide customers with professional scheme design reports of market survey according to the demand analysis of customers' market survey, detailing the types, data sources, data collection methods, data processing and analysis techniques of market survey, as well as the main steps and processes of implementation and management of market survey.

Data collection of market survey: professional consultants of Shangpu Consulting Company will provide customers with efficient data collection services of market survey according to the scheme design of customers' market survey, use appropriate tools and technologies, obtain first-hand data and second-hand data from the market, use effective sampling methods and survey design, ensure the adequacy and representativeness of data, and use effective data verification and cleaning methods, ensure the validity and accuracy of the data.

Data analysis of market survey: The professional consultants of Shangpu Consulting Company will provide customers with professional market survey data analysis services according to the customer's market survey plan design, use appropriate tools and technologies, conduct descriptive analysis, inferential analysis and predictive analysis of market data, and use effective data presentation and interpretation methods to extract and present valuable market insights andConclusion。

Market survey results report: The professional consultants of Shangpu Consulting Company will provide customers with professional market survey results reports based on the data analysis of the customer's market survey, use appropriate tools and technologies, summarize, summarize, recommend, plan and other operations on the market results, and use effective communication goals and strategies to transmit market information and suggestions to customers and stakeholders.

Project evaluation of market survey: the professional consultant of Shangpu Consulting Company will provide professional project evaluation service of market survey for customers according to the result report of market survey, use appropriate tools and technologies to evaluate and feedback the process and result of market survey, and use effective indicators and methods to measure and evaluate the efficiency, effect, quality, value, satisfaction and recognition of market survey, use effective channels and methods to collect and feedback market research opinions and suggestions, use effective methods and techniques, identify and summarize the advantages and disadvantages of market research, and refine and share market research experiences and lessons.

Shangpu Consulting Co., Ltd. has rich cases and experience in market research services in the sports club industry. It provides high-quality market research and consulting services for customers of many sports clubs, helps customers understand the market environment, consumer demand, competitive situation and market opportunities, and puts forward the market positioning, objectives, strategies and action plans of sports clubs, It provides effective support and guidance for customers' market decision-making. The following are examples of some of the market research services of Champ Consulting in the sports club industry:

Case 1: Provide market research services for a newly established high-end fitness club to help customers determine the scale, structure, trend and potential of the target market, identify the consumer characteristics, needs, preferences and satisfaction of the target market, analyze the strengths, weaknesses, strategies and dynamics of competitors in the target market, explore the opportunities and threats of the target market, and the strengths and weaknesses of the fitness club, put forward the market positioning, goal, strategy and action plan of the fitness club. Shangpu Consulting Company uses the methods of descriptive research and causal research, combines the sources of first-hand data and second-hand data, uses quantitative methods and qualitative methods to collect, process and analyze market data, uses charts, graphs, examples and other methods to present and explain data, and uses logic, evidence, argumentation and other methods to analyze and explain insights, using priorities, responsibilities, time, resources and other ways to plan and arrange action plans, to provide customers with professional market research results report and project evaluation services, to help customers successfully enter the target market, to achieve the market objectives.

Case 2: Provide market research services for a football club with a history of many years, help customers understand the changes and development of the target market, evaluate the loyalty and satisfaction of consumers in the target market, and verify the strategy and dynamics of competitors in the target market, Test the assumptions and relationships of the target market, and optimize the market positioning, goals, strategies and action plans of the football club. Shangpu Consulting Company uses the methods of exploratory research and causal research, combines the sources of first-hand data and second-hand data, uses quantitative methods and qualitative methods to collect, process and analyze the market data, uses the average, percentage, frequency and other indicators to describe the basic characteristics of the data, and uses hypothesis testing, correlation analysis, regression analysis and other methods to verify the relationship and influence of the data, using time series analysis, trend analysis, simulation analysis and other techniques to predict future changes in data, to provide customers with professional market research results reports and project evaluation services, to help customers effectively adapt to the changes in the target market, enhance market competitiveness.