The concept and significance of 1. market research

Market research refers to the collection, collation, analysis and interpretation of market-related information through scientific methods to help companies understand the current situation and trends of the market, discover market problems and opportunities, formulate and evaluate market decisions, and achieve market goals. The objects of market research include the scale, structure, distribution, change, potential, competitors, consumers, products, prices, promotions, channels and other aspects of the market.

The significance of market research is mainly reflected in the following aspects:

Market research can help companies accurately understand the needs and preferences of the market, so as to provide products and services that meet market needs, meet consumer expectations, and increase market share and profits.

Market research can help enterprises to grasp the changes and trends of the market in a timely manner, so as to make market forecasts and early warnings, seize market opportunities, deal with market risks, and maintain market vitality and competitiveness.

Market research can help companies effectively evaluate market decisions, thereby improving the quality and efficiency of market decisions, avoiding blindness and arbitrariness in market decisions, and reducing the cost and risk of market decisions.

Market research can help companies analyze market problems and opportunities in depth, so as to put forward market suggestions and plans, optimize market strategies and measures, and enhance the effectiveness and value of the market.

Common methods and tools for 2. market research

The methods and tools of market research are the means and carriers of market research and an important part of market research. The selection of market research methods and tools should be based on the purpose, object, content, scope and resources of the market research to achieve the best market research results. The methods and tools of market research can be classified from different angles, and this paper introduces the common methods and tools of market research from the perspective of qualitative and quantitative, active and passive, as shown in the following figure:

1. Qualitative methods and tools

Qualitative methods and tools refer to the collection and analysis of market information through non-numerical methods, mainly used to understand the phenomenon, causes, meaning and connotation of the market, in order to obtain a deep understanding and insight into the market. Qualitative methods and tools are characterized by flexibility, subjectivity, intuition, and exploration, but they also have shortcomings such as not easy to quantify, not easy to promote, not easy to verify, and not easy to control. Qualitative methods and tools mainly include the following:

Observation method: Observation method refers to the method of obtaining market information by directly or indirectly observing the objects, phenomena, behaviors and environment of the market. The advantages of the observation method are real, objective, intuitive and simple, but there are also shortcomings such as not easy to go deep, not easy to explain, not easy to record, not easy to control and so on. The tools of observation method include manual observation, instrument observation, hidden observation, obvious observation, etc. For example, Shangpu consulting once provided market research services for an automobile enterprise. By observing consumers' interest, attitude and behavior towards cars of different brands, models and prices at automobile trade fairs, we can understand consumers' car purchase preferences and motivations.

Interview method: Interview method refers to the method of obtaining market information through face-to-face or remote communication and communication with market objects. The advantages of the interview method are flexibility, depth, interaction and feedback, but it also has shortcomings such as not easy to quantify, not easy to standardize, not easy to sample, and not easy to control. The tools of the interview method include individual interviews, group interviews, structured interviews, semi-structured interviews, and unstructured interviews. For example, Shangpu Consulting once provided market research services for an e-commerce platform, and conducted in-depth interviews with sellers on the platform to understand the seller's experience, satisfaction, loyalty and suggestions.

Questionnaire method: Questionnaire method refers to the method of obtaining market information by issuing or sending a series of questions about the market to the target of the market. The advantages of the questionnaire method are standardized, extensive, fast and economical, but it also has shortcomings such as difficult to design, difficult to recycle, difficult to explain, and difficult to control. The tools of questionnaire method include paper questionnaire, electronic questionnaire, telephone questionnaire, network questionnaire and so on. For example, Shangpu Consulting once provided market research services for a catering chain enterprise. Through the distribution of satisfaction questionnaires in stores or WeChat, it can understand the evaluation and opinions of consumers on the products, services, environment and price of the enterprise.

Experimental method: Experimental method refers to the method of obtaining market information by human intervention or manipulation of market objects under controlled or simulated conditions. The advantages of the experimental method are scientific, accurate, verifiable and generalizable, but there are also shortcomings such as difficult to operate, difficult to replicate, difficult to control, and difficult to represent. The tools of the experimental method include laboratory experiments, field experiments, natural experiments, and factor experiments. For example, Shangpu Consulting once provided market research services for a cosmetics company. It changed different products, prices, promotions, packaging and other factors under different shopping malls, times, locations, and people to understand consumers. Buying behavior and preferences.

2. Quantitative Methods and Tools

Quantitative methods and tools refer to the collection and analysis of market information through numerical methods, mainly used to understand the size, structure, distribution, change, relationship and impact of the market, in order to obtain table-level data and statistics of the market. Quantitative methods and tools are characterized by objectivity, standards, accuracy and analysis, but they also have shortcomings such as being difficult to understand, explain, innovate and adapt. Quantitative methods and tools include the following:

Documentary method: Documentary method refers to the method of obtaining market information by consulting and analyzing existing written information related to the market. The advantages of the literature method are systematic, comprehensive, reliable and cheap, but there are also shortcomings such as not easy to obtain, not easy to update, not easy to compare, not easy to integrate and so on. The tools of the literature method include internal literature, external literature, first-hand literature, second-hand literature, etc. For example, Shangpu Consulting once provided market research services for a clothing company. Through consulting and analyzing the company's internal reports, industry statistics, market research reports, consumer reviews and other literature materials, it can understand the scale and structure of the clothing market., Distribution, changes, etc.

Network Law: Network Law refers to the method of collecting and analyzing online information related to the market by using the Internet and related technologies to obtain market information. The advantages of the network method are fast, convenient, rich and interactive, but there are also shortcomings such as difficult screening, difficult verification, difficult confidentiality, and difficult control. The tools of network law include search engines, social media, e-commerce, big data analysis, etc. For example, Shangpu Consulting once provided market research services for a tourism company. Through the use of online platforms, it collected and analyzed consumers' travel needs, preferences, evaluations, behaviors and other information to understand the characteristics and trends of the tourism market.

3. Proactive methods and tools

Active methods and tools are methods of obtaining market information by proactively asking questions or requests to market participants. Active methods and tools are characterized by dominance, targeting, flexibility, and feedback, but they also have shortcomings such as not easy to sample, not easy to recycle, not easy to standardize, and not easy to control. Active methods and tools include the following:

Interview method: The interview method is an active method, which has been introduced above and will not be repeated here.

Questionnaire method: The questionnaire method is an active method, which has been introduced above and will not be repeated here.

Experimental method: The experimental method is an active method, which has been described above and will not be repeated here.

4. Passive Methods and Tools

Passive methods and tools are methods of obtaining market information by passively receiving or observing information provided or expressed by market objects. Passive methods and tools are characterized by objective, true, intuitive, and simple, but they also have shortcomings such as not easy to penetrate, not easy to explain, not easy to record, and not easy to control.

Selection and application of methods and tools for 3. market research

The selection and application of market research methods and tools should be based on the purpose, object, content, scope and resources of market research to achieve the best market research results. The selection and application of market research methods and tools should follow the following principles:

Applicability principle: The methods and tools of market research should be applicable to the purpose, object, content, scope and resources of market research, and can effectively collect and analyze market information to meet the needs and expectations of market research.

Comprehensive principle: market research methods and tools should be integrated use of a variety of ways, from different angles and levels, a comprehensive understanding and reflection of the market situation, increase the effectiveness and credibility of market research.

The principle of innovation: the methods and tools of market research should be constantly innovated and improved to adapt to the changes and development of the market, improve the efficiency and quality of market research, and enhance the competitiveness and value of market research.

Ethical principle: the methods and tools of market research should abide by the ethics and norms of market research, respect and protect the rights and interests of market objects, and avoid and reduce the negative impact and risks of market research.

Conclusion

Market research is an effective way for companies to understand market conditions, make market decisions, and achieve market goals. It is also an important means for Shangpu Consulting to provide customers with quality services. The methods and tools of market research are the core elements of market research, which determine the effect and value of market research. There are a variety of methods and tools for market research, and appropriate methods should be selected and applied according to the specific circumstances of market research in order to obtain the best market research results.