Market research is a collection, analysis and use of market information activities, it has an important impact on the success of enterprises. Market information refers to all kinds of information related to the market, including the size, structure, trends, needs, competition, opportunities and risks of the market. Market information is the basis and basis for enterprises to make market decisions, and it is also the resource and means for enterprises to enhance their market competitiveness. The purpose of market research is to obtain, process and use market information, so as to provide guidance and support for the marketing of enterprises. Marketing refers to the activities of exchanging and communicating with the market and customers through products, prices, channels and promotions in order to meet the needs of the market and customers. The goal of marketing is to realize the profit and development of the enterprise, and it is also one of the key factors for the success of the enterprise.

The quality and effectiveness of market research depends on a number of factors, including the purpose, methods, tools, data, technology, innovation, value and impact of the market research. These factors are interrelated and influence each other, and jointly determine the level and ability of market research. The following is a detailed analysis of these factors:

The purpose of market research: The purpose of market research refers to the main objectives and expectations of market research, which determines the direction and focus of market research. The purpose of market research should be clear, specific, quantifiable and evaluable according to the marketing objectives and strategies of the enterprise, as well as the actual situation of the market. The purpose of market research should be consistent with the object, scope, methods, tools, data, techniques, etc. of the market research to ensure the effectiveness and feasibility of the market research. The purpose of market research should be adjusted and updated in a timely manner with the changes in the market and the needs of enterprises to ensure the timeliness and adaptability of market research.

The method of market research: The method of market research refers to the main methods and procedures of market research, which determine the process and results of market research. The methods of market research are mainly divided into qualitative methods and quantitative methods. Qualitative methods refer to the methods of collecting and analyzing market information through non-numerical methods, such as interviews, observations, case studies, etc. Quantitative methods refer to the methods of collecting and analyzing market information through numerical methods, such as questionnaires, experiments, statistical analysis, etc. The method of market research should be based on the purpose of market research, object, data, technology, etc., select the appropriate method or comprehensive use of a variety of methods to ensure the accuracy and comprehensiveness of market research. The method of market research should follow scientific logic and norms to ensure the rigor and reliability of market research.

Market research tools: Market research tools refer to the main auxiliary and support of market research, which determines the efficiency and quality of market research. Market research tools mainly include market research design tools, collection tools, analysis tools, presentation tools, such as questionnaires, interview guides, observation tables, experimental programs, statistical software, charts, reports, etc. Market research tools should be based on the purpose of market research, methods, data, technology, etc., select the appropriate tools or comprehensive use of a variety of tools to ensure the convenience and efficiency of market research. Market research tools should be constantly updated and improved to ensure the advancement and practicality of market research.

Market research data: Market research data refers to the main content and source of market research, which determines the value and significance of market research. The data of market research mainly includes the raw data of market research, processing data, analysis data, interpretation data, etc., such as market size, structure, trend, demand, competition, opportunity, risk, etc. The data of market research should have integrity, consistency, timeliness, comparability and credibility to ensure the authenticity and effectiveness of market research. The data of market research should make full use of the technology and innovation of market research to improve the efficiency and accuracy of market research.

Market research technology: Market research technology refers to the main support and guarantee of market research, which determines the level and ability of market research. Market research technology mainly includes market research data technology, analysis technology, presentation technology, such as data mining, data cleaning, data visualization, data modeling, data prediction, data optimization and so on. The technology of market research should be advanced, practical, easy to use and safe to ensure the quality and effect of market research. The technology of market research should focus on the innovation and change of market research to adapt to the development and change of the market.

Innovation in market research: Innovation in market research refers to the main driving force and characteristics of market research, which determines the vitality and competitiveness of market research. The innovation of market research mainly includes the method innovation, tool innovation, data innovation, technological innovation, theoretical innovation, model innovation, etc., such as the hybrid research method of market research, the online tool of market research, the big data of market research, the artificial intelligence of market research, the new theory of market research, the new mode of market research, etc. The innovation of market research should be breakthrough, continuity, adaptability and leadership to ensure the cutting-edge and advantage of market research. The innovation of market research should focus on the demand and potential of the market to ensure the value and practicality of market research.

The value of market research: The value of market research refers to the main results and contributions of market research, which determines the objectives and evaluation of market research. The value of market research mainly includes the results and recommendations of market research, as well as the application and implementation of market research. The results and recommendations of market research refer to the output and output of market research, such as the analysis and interpretation of market size, structure, trends, needs, competition, opportunities, risks, etc., as well as the guidance and support of marketing strategies and actions. The application and implementation of market research refers to the input and feedback of market research, such as the implementation and evaluation of marketing strategies and actions, and the tracking and improvement of the effectiveness and impact of market research. The value of market research should be clear, operable, targeted and forward-looking to ensure the practicality and credibility of market research.

The impact of market research: The impact of market research refers to the main consequences and effects of market research, which determines the significance and importance of market research. The impact of market research mainly includes the impact of market research on enterprises, markets, customers and society, such as the impact of market research on the profits and development of enterprises, the impact of market research on market competitiveness and change, the impact of market research on customer satisfaction and loyalty, and the impact of market research on social responsibility and contribution. The impact of market research should be measurable, evaluable, improvable and sustainable to ensure the effectiveness and value of market research.

Conclusion

Market research is a collection, analysis and use of market information activities, it has an important impact on the success of enterprises. Market research can help companies understand the needs, competition, opportunities and risks of the market, so as to formulate effective market strategies and actions. The quality and effectiveness of market research depends on a number of factors, including the purpose, methods, tools, data, technology, innovation, value and impact of the market research. From the perspective of experts, this paper discusses the meaning, characteristics and functions of the key factors of market research, and how to improve the level and ability of market research. This paper holds that market research is both scientific and artistic knowledge, market research experts should have comprehensive knowledge, skills and literacy, be able to flexibly use various methods and tools of market research, creatively find and solve market problems, provide and apply market information practically, so as to contribute to the success of enterprises. The research of this paper has certain reference value and enlightenment significance for the theory and practice of market research.