1. Design

The design step of market survey is the basis and premise of market survey, which determines the direction, content, quality and effect of market survey. The design step of the market survey includes the following aspects:

1. Determine the objectives of market research

The goal of market research is the starting point and destination of market research, which indicates the theme, problems, assumptions and expectations of market research. The objectives of market research should be clear, specific, quantifiable, achievable and meaningful. For example, the goal of a market survey might be to "understand the perceptions, attitudes, behaviors, and preferences of consumers in the target market for new products, as well as the factors that influence their purchase decisions, so as to provide a basis for the pricing, promotion, distribution, and positioning of new products."

2. Determine the scope of market research

The scope of market research is the boundary and limitation of market research, which stipulates the object, region, time and resources of market research. the scope of market investigation should be reasonable, appropriate, operable, and controllable. For example, the scope of a market survey might be: "In Gangdong District, Tokyo, a one-month online questionnaire survey is conducted for male consumers between the ages of 18 and 35. It is expected to collect 1000 valid samples with a total budget of 100000 yen."

3. Determine the method of market research.

The method of market research is the means and tools of market research, which selects the data types, sources, techniques and procedures of market research. The method of market investigation should be scientific, effective, suitable and innovative. Market research methods can be divided into two categories: one-time data and secondary data. One-time data refers to data collected for specific market research purposes, such as questionnaires, interviews, observations, experiments, etc. Secondary data refers to data that already exists and is collected for other purposes, such as government statistics, industry reports, network data, internal records, etc. The choice of market research methods should be based on market research objectives, scope, cost, time, availability, credibility and effectiveness of factors such as comprehensive consideration. For example, a market survey method may be: "Use a combination of one-time data and secondary data to collect consumer subjective information through online questionnaires, collect consumer objective information through online data, and use government statistics and Industry reports collect macro information about the market, and collect micro information about products through internal records."

4. Identify samples for market research

The sample of market research is the representative and abstract of market research, which selects a part of representative individuals or units from the overall market research in order to facilitate the collection and analysis of data. The sample for a market survey should be random, balanced, typical and adequate. The determination of the sample for a market survey includes the following steps: defining the population, determining the sample box, selecting the sampling method, calculating the sample size, taking the sample, and evaluating the sample error. For example, the sample of a market survey may be: "Define the population as male consumers aged 18 to 35 in Gangdong District of Tokyo, determine the sample box as the online registered consumer database, select the stratified random sampling method, and calculate the sample size as follows according to the formula with a confidence level of 95%, an allowable error of 5%, and a population variance of 0.25, and randomly select 384 consumers from the sample box as samples, the evaluation sample error is ± 5%."

5. Determine the timetable for market research

The schedule of market research is the schedule and arrangement of market research. It plans the start time, end time, duration, responsible person, collaborators and resource requirements of each stage of market research. The timetable for market research should be clear, reasonable, flexible and adjustable. The development of a market survey timetable should take into account factors such as the objectives, scope, methodology, sample, budget, risks, opportunities, urgency and importance of the market survey.

2. collection

The collection step of market research is the implementation and execution of market research. It uses different data sources and technologies according to the design step of market research to obtain reliable, effective, accurate and complete data. The collection steps of market research include the following aspects:

1. Sources of data

Data source is the provider and source of market research data, which determines the quality, quantity, type and form of market research data. Data sources can be divided into two categories: one-time data and secondary data. One-time data refers to data collected for specific market research purposes, such as questionnaires, interviews, observations, experiments, etc. Secondary data refers to data that already exists and is collected for other purposes, such as government statistics, industry reports, network data, internal records, etc. The selection of data sources should be based on a combination of factors such as the objectives, scope, methodology, sample, timetable, budget, availability, credibility and validity of the market survey. For example, the data source of a market survey may be: "Using a combination of one-time data and secondary data, collecting subjective information of consumers through online questionnaires, collecting objective information of consumers through online data, collecting macro information of the market through government statistics and industry reports, and collecting micro information of products through internal records."

2. Data Technology

Data technology is the market research data acquisition and processing methods and tools, it affects the market research data efficiency, speed, cost and security. Data techniques can be divided into two broad categories: quantitative techniques and qualitative techniques. Quantitative technology refers to the use of mathematics, statistics, computers and other tools to quantify, measure, calculate and analyze data, such as questionnaires, experiments, sampling, regression, clustering and so on. Qualitative techniques refer to techniques that use language, text, images, sound and other tools to describe, interpret, understand and evaluate data, such as interviews, observations, cases, focus groups, content analysis, etc. The choice of data technology should be based on a combination of factors such as the objectives, scope, methodology, sample, timetable, budget, availability, credibility and validity of the market survey. For example, the data technology of a market survey may be: "Using a combination of quantitative technology and qualitative technology, collect subjective information of consumers through online questionnaires, collect objective information of consumers through online data, collect macro information of the market through government statistics and industry reports, and collect micro information of products through internal records."

3. Data Program

The data program is the steps and specifications for the collection and processing of market research data. It specifies the process, sequence, methods, standards and requirements for the collection and processing of market research data. Data programs can be divided into two broad categories: data collection programs and data processing programs. The data collection procedure refers to the procedure of obtaining data from the data source. It includes the following steps: designing the data collection tool, testing the data collection tool, training the data collection personnel, executing the data collection plan, supervising the data collection process, and controlling the quality of data collection. Data processing program refers to the collected data collation, cleaning, conversion, storage, backup, protection procedures, it includes the following steps: verify the validity of the data, integrity, accuracy, consistency, delete or correct invalid, missing, error, duplicate data, coding, classification, sorting, summary, archiving, encryption, compression, backup, protection of data. The development of the data program should be based on a comprehensive consideration of factors such as the objectives, scope, methodology, sample, timetable, budget, availability, credibility and validity of the market survey.

3. analysis

The analysis step of market research is the core and focus of market research, which uses the knowledge and tools of statistics, economics, psychology and other disciplines to organize, summarize, interpret, evaluate and infer the collected data. The analysis steps of market research include the following aspects:

1. Data collation

Data collation is the premise and foundation of the analysis of market research data, which makes the data more suitable for further analysis. Data collation includes the following steps: select data, transform data, standardize data, and describe data. Selecting data refers to selecting data related to the objectives, scope, methods, samples, timetables, budgets, etc. of the market survey from the overall data, and eliminating data unrelated to the market survey. Converting data refers to different transformations of data according to the type, characteristics, and uses of the data, such as numerical transformation, text transformation, time transformation, spatial transformation, and logical transformation. Standardized data refers to different specifications of data according to the needs of data analysis, such as unit specifications, format specifications, coding specifications, naming specifications, sorting specifications, etc. Describing data refers to the basic description of data, such as the source, type, form, quantity, distribution, characteristics, trends, relationships, etc. of the data.

2. Data induction

Data induction is the process and method of analysis of market research data, which systematically classifies, summarizes, summarizes, refines and abstracts the data, so as to obtain the laws, patterns, structures, principles, theories, etc. of the data. Data induction includes the following steps: classification data, clustering data, association data, causal data, prediction data. Classified data refers to the different classification of data according to the attributes, characteristics and standards of the data, such as classifying consumers according to their age, gender, income, education, occupation, etc. Clustering data refers to different clustering of data according to the similarity, distance, and density of data, such as clustering consumers according to their purchasing behavior, preferences, and satisfaction. Linked data refers to the correlation, relevance and dependence of data, such as analyzing the correlation between consumer purchase behavior, preference, satisfaction, etc. and the price, quality, function, image, etc. of the product. Causal data refers to the causality, influence and effect of data, such as the analysis of product price, quality, function, image and other causes and effects on consumers' purchasing behavior, preference, satisfaction and so on. Predictive data refers to the historical, trend, and variability of the data, making different predictions about the data, such as predicting consumer buying behavior, preferences, satisfaction, etc. in the future changes, development, demand, etc.

3. Data Interpretation

Data interpretation is the result and product of the analysis of market research data, which explains, explains, explains and evaluates the induction of data, so as to obtain the meaning, value, significance, enlightenment, suggestions, etc. Data interpretation includes the following steps: interpreting data, evaluating data, inferring data, and suggesting data. Interpreting data refers to explaining, explaining, and interpreting the laws, patterns, structures, principles, and theories of data based on the induction of data.

4. application

The application step of market research is the purpose and value of market research. Based on the analysis of data, it puts forward the conclusions, suggestions, restrictions and improvements of market research, and reports and presents the market research to relevant decision makers and stakeholders. The application steps of market research include the following:

1. Data conclusions

Data conclusion is the result and product of the application of market research data. It summarizes, summarizes, generalizes, refines, analyzes abstract data, and obtains the main findings, opinions, observations, conclusions, etc. Data conclusions should be concise, clear, powerful and meaningful. The formulation of data conclusions should be based on the analysis of the data, from the laws of the data, patterns, structures, principles, theories and other aspects of the summary, induction, generalization, refinement, abstraction. For example, the data conclusion of a market survey may be: "According to the analysis of data, we find that consumers' cognition, attitude, behavior and preference for new products are affected by the price, quality, function, image and other factors of products. Among them, price and quality are the main factors of consumers' purchase decision, function and image are the secondary factors of consumers' purchase decision, and consumers' cognition and attitude towards new products, behavior and preferences show certain characteristics such as difference, differentiation, concentration and stability."

2. Data recommendations

Data suggestion is the result and product of the application of market research data. According to the conclusion of the data, it puts forward data suggestions, opinions, plans, measures, etc. to help decision makers and stakeholders formulate more effective market strategies, improve the quality of products or services, increase market share and profits, etc. Data recommendations should be practical, feasible, effective and beneficial. The formulation of data proposal should be based on the conclusion of the data, from the meaning of the data, value, significance, enlightenment and other aspects of the proposal, put forward, suggestions. For example, the data suggestion of a market survey may be: "according to the conclusion of the data, we suggest that in order to improve the market competitiveness of new products, we should take the following measures: first, reasonable pricing, according to consumers' purchasing power, demand, preference, competitors' prices and other factors, formulate appropriate pricing strategies, such as penetration pricing, preferential pricing, bundled pricing, etc.; second, improve quality, according to consumer expectations, satisfaction, loyalty, competitors' quality and other factors, improve the quality level of new products, such as increasing functions, improving performance, improving services, etc.; The third is to highlight functions, according to consumer needs, preferences, behaviors, competitors' functions and other factors, to highlight the functional characteristics of new products, such as innovation, difference, personality, customization, etc. The fourth is to shape the image, according to consumer cognition, attitude, emotion, the image of competitors and other factors, shaping the image characteristics of new products, such as brand, word-of-mouth, culture, social responsibility, etc."

3. Data Restrictions

Data limitation is the result and product of the application of market research data. It points out the limitations, deficiencies, defects, risks, etc. of the data to remind decision makers and stakeholders to pay attention to the reliability, validity, applicability of the data. Data restrictions should be objective, fair, comprehensive and well-founded. The formulation of data restrictions should be based on the analysis of the data, from the data source, technology, procedures, quality, effect, improvement and other aspects of the point, explanation, analysis. For example, the data limitation of a market survey may be: "According to the analysis of data, we point out that the data of this market survey has the following limitations: First, the limitation of data sources. Because this market survey uses the combination of one-time data and two-time data, the availability, credibility and validity of data may be affected by the quality, quantity, type and form of data sources, for example, one-time data may have problems such as subjectivity, deviation and error, and secondary data may have problems such as obsolescence, incompleteness and inaccuracy. The second is the limitation of data technology. As this market survey uses a combination of quantitative technology and qualitative technology, the efficiency, speed, cost and safety of data may be selected, used and operated by data technology, the influence of maintenance, etc., for example, quantitative technology may have problems such as complexity, high cost, and low flexibility, qualitative technology may have problems such as subjectivity, deviation, and error. The third is the limitation of data procedures. Since this market survey uses a combination of data collection procedures and data processing procedures, the quality, effect, and improvement of data may be affected by the design and execution of data procedures.