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Common methods and tools for market research: from qualitative to quantitative, from active to passive

2024-07-18 10:04:43 来源：尚普咨询浏览量：0

一、市场调研的概念和意义

市场调研是指通过科学的方法，收集、整理、分析和解释与市场有关的信息，以帮助企业了解市场的现状和趋势，发现市场的问题和机会，制定和评估市场的决策，实现市场的目标。市场调研的对象包括市场的规模、结构、分布、变化、潜力、竞争对手、消费者、产品、价格、促销、渠道等各个方面。

市场调研的意义主要体现在以下几个方面：

市场调研可以帮助企业准确地了解市场的需求和喜好，从而提供符合市场需求的产品和服务，满足消费者的期望，增加市场的份额和利润。

市场调研可以帮助企业及时地掌握市场的变化和趋势，从而做好市场的预测和预警，抓住市场的机会，应对市场的风险，保持市场的活力和竞争力。

市场调研可以帮助企业有效地评估市场的决策，从而提高市场的决策的质量和效率，避免市场的决策的盲目性和随意性，降低市场的决策的成本和风险。

市场调研可以帮助企业深入地分析市场的问题和机会，从而提出市场的建议和方案，优化市场的策略和措施，提升市场的效果和价值。

二、市场调研的常用方法和工具

市场调研的方法和工具是市场调研的手段和载体，是市场调研的重要组成部分。市场调研的方法和工具的选择，应根据市场调研的目的、对象、内容、范围和资源等因素进行综合考虑，以达到最佳的市场调研效果。市场调研的方法和工具可以从不同的角度进行分类，本文从定性和定量、主动和被动的角度，介绍市场调研的常用方法和工具，如下图所示：

1. 定性方法和工具

定性方法和工具是指通过非数值化的方式，收集和分析市场的信息，主要用于了解市场的现象、原因、意义和内涵等方面，以获取市场的深层次的理解和洞察。定性方法和工具的特点是灵活、主观、直观、探索性，但也存在不易量化、不易推广、不易验证、不易控制等缺点。定性方法和工具主要包括以下几种：

观察法：观察法是指通过直接或间接地观察市场的对象、现象、行为和环境，以获取市场的信息的方法。观察法的优点是真实、客观、直观、简便，但也存在不易深入、不易解释、不易记录、不易控制等缺点。观察法的工具包括人工观察、仪器观察、隐蔽观察、明显观察等。例如，尚普咨询曾为一家汽车企业提供市场调研服务，通过在汽车展销会上观察消费者对不同品牌、型号、价格的汽车的兴趣、态度和行为，以了解消费者的购车偏好和动机。

访谈法：访谈法是指通过与市场的对象进行面对面或远程的交流和沟通，以获取市场的信息的方法。访谈法的优点是灵活、深入、互动、反馈，但也存在不易量化、不易标准化、不易抽样、不易控制等缺点。访谈法的工具包括个别访谈、小组访谈、结构化访谈、半结构化访谈、非结构化访谈等。例如，尚普咨询曾为一家电商平台提供市场调研服务，通过对平台的卖家进行深度访谈，以了解卖家的使用体验、满意度、忠诚度和建议。

问卷法：问卷法是指通过向市场的对象发放或发送一系列有关市场的问题，以获取市场的信息的方法。问卷法的优点是规范、广泛、快速、经济，但也存在不易设计、不易回收、不易解释、不易控制等缺点。问卷法的工具包括纸质问卷、电子问卷、电话问卷、网络问卷等。例如，尚普咨询曾为一家餐饮连锁企业提供市场调研服务，通过在门店或微信上发放满意度问卷，以了解消费者对企业的产品、服务、环境、价格等方面的评价和意见.

实验法：实验法是指通过在控制或模拟的条件下，对市场的对象进行人为的干预或操纵，以获取市场的信息的方法。实验法的优点是科学、准确、可验证、可推广，但也存在不易操作、不易复制、不易控制、不易代表等缺点。实验法的工具包括实验室实验、场地实验、自然实验、因子实验等。例如，尚普咨询曾为一家化妆品企业提供市场调研服务，通过在不同的商场、时间、地点、人群等条件下，对不同的产品、价格、促销、包装等因素进行变化，以了解消费者的购买行为和偏好。

2. 定量方法和工具

定量方法和工具是指通过数值化的方式，收集和分析市场的信息，主要用于了解市场的规模、结构、分布、变化、关系和影响等方面，以获取市场的表层次的数据和统计。定量方法和工具的特点是客观、标准、精确、分析性，但也存在不易理解、不易解释、不易创新、不易适应等缺点。定量方法和工具主要包括以下几种：

文献法：文献法是指通过查阅和分析与市场有关的已有的书面资料，以获取市场的信息的方法。文献法的优点是系统、全面、可靠、廉价，但也存在不易获取、不易更新、不易比较、不易整合等缺点。文献法的工具包括内部文献、外部文献、一手文献、二手文献等。例如，尚普咨询曾为一家服装企业提供市场调研服务，通过查阅和分析企业的内部报告、行业的统计数据、市场的研究报告、消费者的评论等文献资料，以了解服装市场的规模、结构、分布、变化等情况。

网络法：网络法是指通过利用互联网和相关的技术，收集和分析与市场有关的在线信息，以获取市场的信息的方法。网络法的优点是快速、便捷、丰富、互动，但也存在不易筛选、不易验证、不易保密、不易控制等缺点。网络法的工具包括搜索引擎、社交媒体、电子商务、大数据分析等。例如，尚普咨询曾为一家旅游企业提供市场调研服务，通过利用网络平台，收集和分析消费者的旅游需求、偏好、评价、行为等信息，以了解旅游市场的特点和趋势。

3. 主动方法和工具

主动方法和工具是指通过主动地向市场的对象提出问题或要求，以获取市场的信息的方法。主动方法和工具的特点是主导、针对、灵活、反馈，但也存在不易抽样、不易回收、不易标准化、不易控制等缺点。主动方法和工具主要包括以下几种：

访谈法：访谈法是一种主动方法，已在上文中介绍，此处不再赘述。

问卷法：问卷法是一种主动方法，已在上文中介绍，此处不再赘述。

实验法：实验法是一种主动方法，已在上文中介绍，此处不再赘述。

4. 被动方法和工具

被动方法和工具是指通过被动地接收或观察市场的对象提供或表现的信息，以获取市场的信息的方法。被动方法和工具的特点是客观、真实、直观、简便，但也存在不易深入、不易解释、不易记录、不易控制等缺点。

三、市场调研的方法和工具的选择和应用

市场调研的方法和工具的选择和应用，应根据市场调研的目的、对象、内容、范围和资源等因素进行综合考虑，以达到最佳的市场调研效果。市场调研的方法和工具的选择和应用，应遵循以下几个原则：

适用性原则：市场调研的方法和工具应适用于市场调研的目的、对象、内容、范围和资源等，能够有效地收集和分析市场的信息，满足市场调研的需求和期望。

综合性原则：市场调研的方法和工具应综合运用多种多样的方式，能够从不同的角度和层次，全面地了解和反映市场的情况，增加市场调研的有效性和可信度。

创新性原则：市场调研的方法和工具应不断地创新和改进，能够适应市场的变化和发展，提高市场调研的效率和质量，增强市场调研的竞争力和价值。

伦理性原则：市场调研的方法和工具应遵守市场调研的伦理和规范，能够尊重和保护市场的对象的权利和利益，避免和减少市场调研的负面影响和风险。

Conclusion

市场调研是企业了解市场情况，制定市场决策，实现市场目标的有效途径，也是尚普咨询为客户提供优质服务的重要手段。市场调研的方法和工具是市场调研的核心要素，决定了市场调研的效果和价值。市场调研的方法和工具多种多样，应根据市场调研的具体情况，选择和应用合适的方式，以获取最佳的市场调研结果。

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