1. Determination of Research Purpose

The purpose of market research is to solve a specific problem or meet a specific need, so before conducting market research, it is necessary to clarify the purpose and scope of the research in order to determine the focus and direction of the research. The purpose of mobile music industry market research can generally be divided into the following categories:

Understand the basic situation of market size, structure, growth rate, competition pattern, etc., to provide the basis for the formulation of market strategy and marketing strategy;

Understand consumers' needs, preferences, behaviors, satisfaction, etc., and provide guidance for improving product and service quality, enhancing user stickiness and loyalty;

Understand the development trend of the industry, technological innovation, policies and regulations, risk factors, etc., in order to grasp the market opportunities and respond to market challenges to provide reference;

Understand the strengths, weaknesses, strategies, dynamics, etc. of competitors to provide a basis for differentiation and competitive advantage;

Understand potential partners, investment targets, M & A targets, etc. to support the expansion of market channels and resources.

Take Shangpu Consulting as an example. The company is a professional mobile music industry consulting service provider, providing customers with market research, investment consulting, IPO consulting and other services. The purpose of the company's market research is mainly:

Understand the market size, structure, growth rate and competitive landscape of the mobile music industry, and provide customers with professional market analysis and forecast reports;

Understand the development trend, technological innovation, policies and regulations, risk factors, etc. of the mobile music industry, and provide professional industry analysis and consulting suggestions for customers;

Understand the needs, preferences, behaviors and satisfaction of consumers in the mobile music industry, and provide professional user analysis and operation suggestions for customers;

Understand the strengths, weaknesses, strategies and dynamics of competitors in the mobile music industry, and provide professional competitive analysis and strategic advice to customers;

Understand the potential partners, investment targets, merger and acquisition targets of the mobile music industry, and provide professional investment analysis and merger and acquisition suggestions for customers.

2. Design Research Scheme

A market research program is a specific research plan developed to achieve the purpose of the research, including research methods, data sources, data collection tools, data analysis methods, report writing and presentation methods. The design of the market research plan needs to be considered according to the research purpose, budget, time, manpower and other factors to ensure the effectiveness and efficiency of the research. The design of the mobile music industry market research program can generally refer to the following steps:

Determine the research method. Market research methods are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the analysis of large amounts of data through mathematical statistics to arrive at an objectiveConclusionand laws. The advantage of quantitative research is that it has high credibility and universality, and is suitable for analyzing the basic situation of market size, structure, growth rate, etc. The common methods of quantitative research are questionnaire survey, experimental method, observation method and so on. Qualitative research refers to the analysis of small amounts of data through non-mathematical statistical methods to derive subjective insights and opinions. The advantage of qualitative research is that it has high flexibility and depth, and is suitable for analyzing deep-seated problems such as consumer demand, preference and behavior. The common methods of qualitative research are interview method, focus group method, case analysis method and so on. The method of market research in the mobile music industry needs to be selected according to different research purposes and contents, and generally adopts a combination of quantitative research and qualitative research to take into account both breadth and depth.

Identify data sources. Data sources refer to the access to data on which market research depends, including both first-hand and second-hand data. First-hand data refers to the original data collected directly from the research object by the market researcher, which has high timeliness and pertinence, but the cost is high and the collection is difficult. Common sources of first-hand data are questionnaires, interviews, experiments, observations, etc. Second-hand data refers to the non-original data obtained by market researchers from existing data sources, which has lower cost and difficulty in collection, but is less timely and targeted. Commonly used sources of secondary data are government departments, industry associations, consulting agencies, research institutions, media, networks, etc. The data sources of market research in the mobile music industry need to be selected according to different research methods and contents, and generally use a combination of first-hand data and second-hand data to take into account reliability and effectiveness.

Identify data collection tools. Data collection tools are specific tools or tools used by market researchers to obtain data, including questionnaires, interview guides, experimental designs, and observation tables. The design of data collection tools needs to be adapted to the data source and research methodology to ensure the quality and quantity of the data. The design of data collection tools requires the following considerations:

The design of the questionnaire needs to pay attention to the number, type, sequence and expression of the questions in order to improve the effective recovery rate and accuracy of the questionnaire;

The design of the interview guide needs to pay attention to the openness, depth and logic of the questions in order to improve the amount and quality of the interview;

The design of experimental design needs to pay attention to the purpose, hypothesis, variables, control, validity, etc. of the experiment in order to improve the operability and scientificity of the experiment;

The design of observation table needs to pay attention to the object, content, standard and frequency of observation, so as to improve the systematicness and objectivity of observation.

Identify data analysis methods. Data analysis methods refer to the specific methods or techniques used by market researchers to process and interpret data, including descriptive analysis, inferential analysis, correlation analysis, and causal analysis. The choice of data analysis method needs to be adapted according to the type, magnitude, distribution, etc. of the data to ensure the validity and usefulness of the data. The choice of data analysis method needs to pay attention to the following points:

Descriptive analysis refers to the basic description and summary of data, such as average, standard deviation, frequency, percentage, etc., to reflect the basic characteristics and patterns of the data. Descriptive analysis is suitable for analyzing the basic situation of market size, structure, growth rate, etc;

Inferential analysis refers to statistical inference and hypothesis testing of data, such as t-test, anova analysis, card-square test, etc., to determine the significance and credibility of the data. Inferential analysis is suitable for analyzing deep-seated problems such as consumer demand, preference and behavior;

Correlation analysis refers to the correlation and regression analysis of data, such as Pearson correlation coefficient, Spearman correlation coefficient, linear regression, multiple regression, etc., to determine the relationship between the data and the degree of influence. Relevance analysis is suitable for analyzing the development trend of the industry, technological innovation, policies and regulations and other influencing factors;

Causal analysis refers to the analysis of causal relationships between data, such as experimental methods, causal models, path analysis, etc., to determine the causal effects and mechanisms between data. Causality analysis is suitable for analyzing competitive factors such as strengths, weaknesses, strategies, and dynamics of competitors.

Determine how the report is written and presented. Report writing and presentation refers to the specific forms and means used by market researchers to summarize and display data, including text, charts, images, videos, etc. The choice of report writing and presentation needs to be adapted to the characteristics, purpose, audience, etc. of the data to ensure its clarity and attractiveness. The choice of report writing and presentation requires attention to the following points:

The writing of the text needs to pay attention to the accuracy, simplicity, logic, etc. of the language in order to improve the readability and credibility of the report;

The production of charts needs to pay attention to the type, quantity, size, color, label, etc. of the chart to improve the visibility and comparability of the report;

The use of images needs to pay attention to the source, quality, size, format, etc. of the image to improve the aesthetics and authenticity of the report;

Video production needs to pay attention to the content, length, sound effects, subtitles, etc. of the video to improve the dynamics and appeal of the report.

In the case of Shangpu Consulting, the company's market research program mainly includes the following parts:

Research methods: a combination of quantitative and qualitative research is used to analyze the basic situation of the mobile music industry, such as market size, structure, growth rate and competitive landscape, as well as deep-seated problems such as consumer demand, preference, behavior and satisfaction;

Data source: using a combination of first-hand data and second-hand data, respectively, from questionnaires, interviews, experiments, observation and other first-hand data sources, as well as government departments, industry associations, consulting institutions, research institutions, media, networks and other second-hand data sources to obtain data;

Data collection tools: according to different data sources and research methods, design questionnaires, interview guides, experimental designs, observation tables and other data collection tools to ensure the quality and quantity of data;

Data analysis methods: according to different data types, magnitudes, distributions, etc., select descriptive analysis, inferential analysis, correlation analysis, causal analysis and other data analysis methods to ensure the validity and usefulness of the data;

Report writing and presentation methods: According to different data characteristics, purposes, audiences, etc., choose text, charts, images, videos and other report writing and presentation methods to ensure the clarity and attractiveness of the data.

3. collection and analysis of data

Collecting and analyzing data is the core link of market research, which means that market researchers obtain data from data sources through data collection tools according to research programs, and process and interpret the data through data analysis methods to obtain valuable information andConclusion. The process of collecting and analyzing data requires the following considerations:

The process of data collection needs to pay attention to the completeness, accuracy, consistency, representativeness, etc. of the data to avoid missing, error, deviation, failure and other problems of the data;

The process of data analysis needs to pay attention to data cleaning, sorting, conversion, induction, reasoning, etc., in order to avoid data duplication, confusion, invalidity, ambiguity, bias and other issues;

The process of data collection and analysis needs to pay attention to the confidentiality, legality, and morality of the data to avoid data leakage, abuse, forgery, and manipulation.

In the case of Champ Consulting, the company's data collection and analysis process consists of the following steps:

Data collection: according to the research plan, through data collection tools such as questionnaire survey, interview, experiment and observation, obtain data from primary data sources such as questionnaire website, mobile music platform, music community and music festival, as well as secondary data sources such as government departments, industry associations, consulting institutions, research institutions, media and network, including basic data such as market scale, structure, growth rate and competition pattern of mobile music industry, as well as consumer demand, preferences, behavior, satisfaction and other in-depth data;

Data analysis: according to the research plan, through descriptive analysis, inferential analysis, correlation analysis, causal analysis and other data analysis methods, the data are cleaned, sorted, converted, summarized and reasoned, and valuable information such as market analysis and forecast, industry analysis and consultation, user analysis and operation, competition analysis and strategy, investment analysis and merger and acquisition of the mobile music industry is obtained.Conclusion。

4. writing and presenting reports

Writing and presenting reports: Based on the results of data analysis, valuable information andThe conclusions are presented to the client or stakeholders of the survey in a clear and attractive form, including text, charts, images, videos, etc. The process of writing and presenting a report requires the following considerations:

The structure of the report needs to pay attention to the title, summary, catalog, body, conclusion, suggestion, appendix, etc. of the report to improve the completeness and logicality of the report;

The content of the report needs to pay attention to the theme, background, purpose, method, results, analysis, discussion, etc. of the report to improve the relevance and pertinence of the report;

The style of the report needs to pay attention to the language, format, citation, annotation, reference, etc. of the report to improve the standardization and professionalism of the report;

The presentation of the report needs to pay attention to the media, occasion, time, audience, feedback, etc. of the report to improve the communication and impact of the report.

In the case of Champ Consulting, the company's report writing and presentation process consists of the following steps:

The structure of the report: according to the purpose and content of the research, the title and summary of the report are formulated.Catalogue,body, conclusions, recommendations, appendices, etc., to reflect the main content and structure of the report;

The content of the report: according to the results of data analysis, write the theme, background, purpose, method, results, analysis, discussion, etc. of the report to show the main information and conclusions of the report;

The style of the report: according to the industry norms and professional, write the language of the report, format, citation, notes, references, etc., to ensure the standardization and professionalism of the report;

Presentation of the report: According to the needs and expectations of the client or stakeholders, select the media, occasion, time, audience, feedback, etc. of the report to improve the communication and influence of the report.

Conclusion

Mobile music industry market research is a systematic process that needs to be carried out in accordance with the steps of determining the purpose of the research, designing the research plan, collecting and analyzing data, and writing and presenting reports. The methods and steps of market research in the mobile music industry need to be selected and adapted according to different research purposes and contents to ensure the effectiveness and efficiency of the research. Shangpu Consulting is a professional mobile music industry consulting service provider, using market research methods and steps to provide professional solutions for the mobile music industry. Here are some of the examples from Champ Consulting for the mobile music industry:

Case 1: Provide market analysis and forecast report for a mobile music platform, analyze the market scale, structure, growth rate and competition pattern of the mobile music industry, predict the development trend and opportunities of the mobile music industry, and provide basis for customers to formulate market strategy and marketing strategy;

Case 2: Provide industry analysis and consulting suggestions for a mobile music platform, analyze the development trend, technological innovation, policies and regulations, risk factors, etc. of the mobile music industry, provide customers with industry development direction and optimization suggestions, and provide reference for customers to grasp market opportunities and respond to market challenges;

Case 3: Provide user analysis and operation suggestions for a mobile music platform, analyze consumer needs, preferences, behaviors, satisfaction, etc. of the mobile music industry, provide customers with user portraits and groups, and provide customers with improvement of product and service quality. Provide guidance to enhance user stickiness and loyalty;

Case 4: Provide competitive analysis and strategic advice for a mobile music platform, analyze the strengths, weaknesses, strategies and dynamics of competitors in the mobile music industry, provide customers with competitive assessment and comparison, and provide a basis for customers to develop differentiation and competitive advantages;

Case 5: Provide investment analysis and M & A advice for a mobile music platform, analyze potential partners, investment targets and M & A targets in the mobile music industry, provide customers with investment value and risks, and provide support for customers to expand market channels and resources.