Market research refers to the activities of collecting, collating, analyzing and interpreting market-related information to help companies understand the current situation and trends of the market, discover market opportunities and problems, and formulate and evaluate market goals and strategies. Market research is the basis and premise for enterprises to carry out marketing, and it is an important way for enterprises to gain market competitive advantage. However, market research is not a simple matter, it involves a number of links and aspects, may be affected by a variety of internal and external factors, leading to misunderstandings and deviations, thus affecting the quality and effectiveness of market research. Shangpu Consulting Group is a company specializing in market research and consulting services. It has many years of market research experience and many successful cases. This article will summarize the ten misunderstandings of market research from the perspective of Shangpu Consulting Group. The corresponding avoidance methods are hoped to provide some reference and enlightenment for the market research of enterprises.

Myth 1: The goal is not clear

The goal of market research refers to the purpose and significance of market research, the starting point and destination of market research, and the guidance and restraint of market research. The objectives of market research should be clear, specific, quantifiable and achievable. However, some enterprises do not have a clear goal when conducting market research, but only to meet the requirements of their superiors, or to follow the trend and follow the fashion, or to satisfy their curiosity, or to show their ability, without considering the actual needs and values of market research, resulting in unclear direction, uncertain scope, unfocused content and unuseful results.

Avoidance method one: clear market research objectives

In order to avoid the misunderstanding of unclear objectives, enterprises should clarify the objectives of market research before conducting market research, that is, the problems to be solved or the results to be achieved by market research. The objectives of market research should be consistent with the company's marketing objectives and strategies, while the feasibility and operability of market research should be considered to avoid overly broad or overly idealistic objectives. The objectives of market research should be specified, quantified and refined in order to facilitate the implementation and evaluation of market research. The objectives of market research should be consistent throughout the entire process of market research, and should not be changed or added or subtracted at will, so as not to affect the coherence and effectiveness of market research.

Myth 2: The scope is not appropriate

The scope of market research refers to the definition of the market involved in market research, including the region, time, object and content of the market. The scope of market research should be appropriate, reasonable and well-founded. However, when some enterprises conduct market research, they do not reasonably determine the scope of market research, or they are too narrow, or too broad, or too random, resulting in incomplete coverage of market research, insufficient data, inaccurate information and unreliable conclusions.

Avoidance method two: determine the scope of market research

In order to avoid the misunderstanding of inappropriate scope, enterprises should determine the scope of market research according to the objectives and resources of market research, that is, the scope and depth of the market to be covered by market research. The scope of market research should match the objectives of market research, neither too narrow, ignoring the important aspects of the market, nor too broad, wasting the resources of market research. The scope of market research should have a clear basis, such as the size, structure, characteristics, changes, etc. of the market, rather than relying on subjective judgment or arbitrary choice. The scope of market research should be consistent in the process of market research, and should not be expanded or narrowed at will, so as not to affect the comparison and consistency of market research.

Misunderstanding three: unreasonable method

The method of market research refers to the techniques and means used in market research to collect, organize, analyze and interpret market information. The method of market research should be reasonable, effective and scientific. However, some enterprises do not choose the appropriate method of market research, or use only one method, or mix different methods, or use the wrong method, resulting in unreliable market research data, incomplete information, inaccurate analysis and ineffective conclusions.

Avoidance method three: choose the method of market research.

In order to avoid the misunderstanding of unreasonable methods, enterprises should choose the method of market research according to the objectives and scope of market research, that is, the technology and means of collecting, sorting, analyzing and interpreting market information to be used in market research. The method of market research should be adapted to the objectives and scope of market research, neither too simple, ignoring the complexity of the market, nor too complex, increasing the difficulty of market research. The method of market research should have a clear basis, such as the nature, characteristics, availability, etc. of the market, rather than relying on subjective preferences or arbitrary decisions. The method of market research should be consistent in the process of market research, and should not be changed or mixed at will, so as not to affect the comparability and credibility of market research. The method of market research should be used correctly, follow the principles and norms of market research, and avoid the errors and deviations of market research.

Myth 4: Inaccurate data

Market research data refers to market research collected and market-related figures, text, charts and other information. The market survey data should be accurate, true and complete. However, some enterprises do not ensure the accuracy of the market survey data when conducting market research, or use outdated data, or use wrong data, or use forged data, resulting in market research information is not true, the analysis is not correct, the conclusion is not effective.

Avoidance method four: to ensure the accuracy of market research data

In order to avoid the misunderstanding of inaccurate data, enterprises should ensure the accuracy of market research data when conducting market research, that is, the data collected by market research should be consistent with the actual situation of the market. Market research data should be up-to-date, reflecting the latest changes in the market and avoiding the use of outdated data. The data of market research should be correct, reflect the real situation of the market, and avoid using wrong data. Market survey data should be complete, reflecting the overall situation of the market, to avoid the use of false data. The data of market research should be verified and verified in the process of market research to eliminate the error and deviation of market research.

Myth 5: The sample is not representative

The sample of a market survey refers to a part of the objects selected by the market survey to represent the market, such as consumers, competitors, suppliers, etc. The sample of the market survey should be representative, typical and meaningful. However, some enterprises in the market research, did not choose the appropriate market research sample, or the sample is too small, or the sample is too large, or the sample is not random, resulting in the results of market research can not reflect the overall situation of the market, the analysis is not universal, the conclusion is not convincing.

Avoidance method five: select the sample of market research.

In order to avoid the misunderstanding that the sample is not representative, when conducting market research, enterprises should choose the sample of market research, that is, the market research to select a part of the representative market. The sample of the market survey should match the objectives and scope of the market survey, neither too small, ignoring the diversity of the market, nor too large, wasting the resources of the market survey. The sample of market research should have a clear basis, such as the structure, distribution and characteristics of the market, rather than relying on subjective judgment or arbitrary choice. The sample of market research should be random, reflecting the randomness of the market and avoiding the bias and tendency of market research. The sample of market research should be adjusted and supplemented in the process of market research to eliminate the bias and error of market research.

Myth six: analysis is not in-depth

The analysis of market research refers to the processing, processing, induction, reasoning, judgment and other activities of market information carried out by market research. The analysis of market research should be in-depth, detailed and comprehensive. However, some enterprises in the market survey, there is no adequate analysis of market research, or only superficial analysis, or only a single analysis, or only qualitative analysis, resulting in the results of market research can not reflect the nature and law of the market, analysis does not have depth and breadth, the conclusion does not have value and significance.

Avoidance method six: analysis of market research.

In order to avoid the misunderstanding that the analysis is not in-depth, when conducting market research, enterprises should conduct market research analysis, that is, market research should process, process, summarize, reason, judge and other activities of market information. The analysis of market research should be consistent with the objectives and data of the market research, neither too simple, ignoring the complexity of the market, nor too complex, increasing the difficulty of market research. The analysis of market research should have a clear basis, such as market theories, models, methods, etc., rather than relying on subjective feelings or random guesses. The analysis of market research should be multi-dimensional, reflecting the many aspects of the market and avoiding the one-sided and limited market research. The analysis of market research should be quantitative and qualitative, reflecting the quantity and quality of the market and avoiding bias and distortion of market research.

Myth 7: Conclusion is not objective

The conclusion of market research refers to the summary, evaluation and prediction of the market derived from the market research. The conclusion of market research should be objective, fair and reasonable. However, when some enterprises conduct market research, they fail to draw an objective conclusion of market research, or are affected by their own interests, emotions and prejudices, or by external pressure, temptation and interference, or by the limitations of data, analysis and methods, resulting in the conclusion of market research can not reflect the truth and comprehensiveness of the market, and the conclusion is not credible and authoritative, the conclusion is not feasible and operable.

Avoidance method seven: draw the conclusion of market research.

In order to avoid the misunderstanding that the conclusion is not objective, enterprises should draw the conclusion of market research when conducting market research, that is, market research should summarize, evaluate and predict the market. The conclusions of the market survey should be consistent with the objectives and analysis of the market survey, neither too optimistic, ignoring the risks of the market, nor too pessimistic, ignoring the opportunities of the market. The conclusions of market research should have a clear basis, such as market data, analysis, methods, etc., rather than relying on subjective will or arbitrary decisions. The conclusions of the market survey should be objective, reflecting the actual situation of the market and avoiding the subjectivity and bias of the market survey. The conclusion of the market survey should be fair, reflect the fair situation of the market, and avoid the injustice and injustice of the market survey. The conclusion of the market survey should be reasonable, reflect the possible situation of the market, and avoid the unreasonable and unrealistic market survey. market researchConclusionIt should be verified and corrected in the process of market research to eliminate the errors and defects of market research.

Myth 8: Suggestions are not practical

The recommendations of market research refer to the opinions and suggestions put forward by market research on the marketing objectives, strategies and actions of enterprises. Market research recommendations should be practical, feasible and effective. However, when some enterprises conduct market research, they do not put forward practical market research suggestions, or only put forward vague suggestions, or only put forward ideal suggestions, or only put forward their own suggestions. as a result, the suggestions of market research can not meet the marketing needs of enterprises, the suggestions are not operational and enforceable, and the suggestions do not have effect and benefit.

Avoidance method eight: make recommendations for market research.

In order to avoid the misunderstanding that the proposal is not practical, the enterprise should put forward the suggestion of market research when conducting market research, that is, the market research should put forward opinions and suggestions on the marketing objectives, strategies and actions of the enterprise. The recommendations of the market survey should be consistent with the objectives and conclusions of the market survey, neither too conservative, ignoring the changes in the market, nor too radical, ignoring the restrictions of the market. Market research recommendations should have a clear basis, such as market data, analysis, conclusions, etc., rather than relying on subjective ideas or arbitrary decisions. The recommendations of market research should be practical, reflect the actual situation of the market, and avoid the vaguely and abstract market research. The recommendations of market research should be feasible, reflect the possible situation of the market, and avoid the ideal and unrealistic of market research. The recommendations of market research should be effective, reflect the expected situation of the market, and avoid the ineffectiveness and ineffectiveness of market research. Market research recommendations should be communicated and negotiated in the process of market research to eliminate market research barriers and conflicts.

Myth 9: Communication is not effective

The communication of market research refers to the exchange and communication of information between market research and relevant parties of market research, such as customers, competitors, suppliers, partners, government, society, etc. The communication of market research should be effective, timely and transparent. However, some companies do not conduct effective market research communication when conducting market research, or the communication is not timely, or the communication is not transparent, or the communication is not appropriate, resulting in incomplete market research information, market research relations are not good, market research The trust is not high, and the cooperation of market research is not smooth.

Avoidance method nine: conduct market research communication

In order to avoid the misunderstanding that communication is not effective, enterprises should conduct market research communication when conducting market research, that is, market research should exchange and communicate information with relevant parties of market research. The communication of market research should be consistent with the objectives and scope of market research, neither too little, ignoring the importance of market research information, nor too much, wasting market research resources. The communication of market research should have a clear basis, such as market rules, agreements, laws, etc., rather than relying on subjective judgments or arbitrary decisions. The communication of market research should be timely, reflect the latest situation of the market, and avoid the lag and obsolescence of market research. The communication of market research should be transparent, reflect the real situation of the market, and avoid the concealment and deception of market research. The communication of market research should be appropriate, reflect the polite situation of the market, and avoid the offense and conflict of market research. The communication of market research should be coordinated and adjusted in the process of market research to eliminate the differences and contradictions of market research.

Myth 10: Assessment is not timely

The evaluation of market research refers to the inspection, evaluation and feedback of the process and results of market research carried out by market research. The evaluation of market research should be timely, comprehensive and objective. However, some companies do not conduct timely market survey evaluations when conducting market surveys, or only evaluate the results of market surveys, or only evaluate the part of market surveys, or only evaluate the positives of market surveys, resulting in low quality of market surveys. High, the effect of market surveys is not obvious, the improvement of market surveys is not sufficient, and the development of market surveys is not sustainable.

Avoidance method ten: conduct market research assessment

In order to avoid the misunderstanding that the assessment is not timely, the enterprise should carry out the assessment of the market research when conducting the market research, that is, the market research should check, evaluate and feedback the process and results of the market research. The evaluation of market research should be consistent with the objectives and methods of market research, neither too loose, ignoring the standards of market research, nor too strict, ignoring the reality of market research. The evaluation of market research should have a clear basis, such as market data, analysis, conclusions, recommendations, etc., rather than relying on subjective feelings or random evaluation. The evaluation of market research should be timely, reflect the real-time situation of the market, and avoid the delay and backwardness of market research. The evaluation of market research should be comprehensive, reflecting all aspects of the market, and avoiding one-sided and incomplete market research. The evaluation of market research should be objective, reflect the real situation of the market, and avoid the subjective and biased market research. The evaluation of market research should be feedback and improvement in the process of market research to eliminate the shortcomings and defects of market research.

Conclusion

Market research is an important means for enterprises to carry out marketing, but there are also various misunderstandings and problems in market research, which need to be avoided and solved seriously by enterprises. Based on the experience and cases of Shangpu Consulting Group, this paper summarizes the ten misunderstandings of market research, which are: unclear objectives, inappropriate scope, unreasonable methods, inaccurate data, unrepresentative samples, not in-depth analysis, conclusions are not objective, suggestions are not practical, communication is not effective, and assessment is not timely. In view of these misunderstandings, this paper puts forward the corresponding avoidance methods, hoping to help enterprises improve the quality and effect of market research. Market research is a dynamic, continuous and circular process, which requires enterprises to constantly learn, improve and innovate to adapt to the changes and development of the market and achieve the goal and success of marketing.