The Role of 1. Market Research Companies

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

（1) By providing market information through understanding and analysis, you can avoid mistakes in the development of marketing strategies, or you can help marketing decision makers understand the current marketing strategy and the gains and losses of marketing activities in order to make appropriate recommendations. Only the actual understanding of the market situation can be targeted to develop marketing strategies and business development strategies.

（2) Providing correct market information can help marketers identify the most profitable market opportunities and provide new opportunities for business development.

（3) It is helpful to understand the current development status and technical experience of relevant industries and provide information for improving the business activities of the enterprise itself. In today's world, science and technology are developing rapidly, and new inventions, new creations, new technologies and new products are emerging one after another. Through market research, we can get information that helps us to understand the market economy trends and scientific and technological information in a timely manner, and provide enterprises with the latest market intelligence and technological production intelligence, so as to better learn and absorb the advanced experience and latest technology of the same industry, improve the production technology of enterprises, improve the technical level of personnel, improve the management level of enterprises, so as to improve the quality of products and accelerate the upgrading of products, enhance the competitiveness of products and enterprises.

（4) The overall publicity strategy needs to provide information and support for the company's market position and product publicity. Marketing promotion needs to understand the communication channels and communication mechanisms of various information in order to find suitable publicity and promotion carriers and methods as well as detailed marketing plans. At the same time, in the marketing promotion, it is also necessary to quote the market information support of strong institutions, such as providing the advantage information of enterprises in the aspects of consumer identity, brand awareness, satisfaction, market share and so on to meet the further needs.

（5) The information obtained through market research can not only be used to understand the market situation, but also to predict the trend of market changes, so that the enterprise can make plans and arrangements in advance, make full use of the changes in the market, and seek the interests of the enterprise.

Methods of 2. Market Research Companies

The methods of market research companies are mainly the following:

（1) Questionnaire survey method. Questionnaire is a method of collecting and analyzing the opinions, attitudes, behaviors and other information of the interviewees through the design and distribution of questionnaires. The questionnaire method can be in paper or electronic form, and can be conducted by mail, telephone, Internet, face-to-face, etc. The advantage of the questionnaire method is that it can collect a large amount of data, facilitate statistics and analysis, low cost, and is suitable for a wide range of audiences and topics. The disadvantage of the questionnaire method is that it is necessary to design a reasonable and effective questionnaire to avoid guiding or ambiguous questions and ensure the reliability and validity of the questionnaire; at the same time, it is necessary to pay attention to the selectivity and honesty of the interviewees to avoid non-random sampling or false answers that affect the quality of the data.

（2) interview method. The interview method is a method of collecting and analyzing the opinions, attitudes, behaviors and other information of the interviewees through dialogue with the interviewees. The interview method can be structured or unstructured and can be conducted by telephone, online, face-to-face, etc. The advantage of the interview method is that it can collect in-depth and detailed data, facilitate the exploration of the interviewee's motivations, feelings, thoughts and other internal factors, and apply to complex and sensitive topics. The disadvantages of the interview method are that it takes more time and effort, is costly, is difficult to conduct statistics and analysis, and the interaction between the interviewee and the interviewer may affect the objectivity of the data.

（3) Observation method. Observation is a method of observing the behavior, expression, reaction and other information of the interviewee in a specific environment. The observation method can be in direct or indirect form, and can be carried out manually or instrumentally. The advantage of the observation method is that it can collect real and intuitive data, avoid possible deviations or errors in answering questions, and apply to topics that are difficult to express in words or difficult to obtain. The disadvantage of the observation method is that it takes more time and effort, is costly, is difficult to perform statistics and analysis, and observers may have subjective judgments or interferences that affect the objectivity of the data.

（4) experimental method. The experimental method is a method of collecting and analyzing information by manipulating independent variables under controlled conditions and observing changes in dependent variables. The experimental method can be used in laboratory or on-site form, and can be carried out manually or instrumentally. The advantage of the experimental method is that it can collect accurate and reliable data, facilitate the exploration of causal relationships, and is suitable for subjects that verify hypotheses or test effects. The disadvantages of the experimental method are that it takes more time and effort, is costly, it is difficult to control all variables that may affect the results, and the experimental conditions may differ from the real situation.

3. the process of market research company

Market research companies generally follow the following process to provide market research services to customers:

（14) Determine the purpose, scope, object, content, method, time and budget of the market research, communicate with the customer and sign the market research contract, and clarify the rights and obligations of both parties.

（2) Design market research programs, including determining sample size, sampling methods, data collection tools, data analysis methods, etc., preparing market research questionnaires or interview outlines, conducting market research pre-tests, and revising market research programs.

（3）实施市场调研，通过问卷调查、访谈、观察、实验等方式收集数据，对数据进行清洗、编码、录入等处理，保证数据的完整性和准确性。

（4）分析市场调研数据，运用描述性统计、推断性统计、相关性分析、回归分析、因子分析、聚类分析等方法，对数据进行归纳、整理、比较、解释等，得出市场调研的结论和建议。

（52) Write the market research report, including summary, background, purpose, method, result, conclusion, suggestion, etc., use charts, graphs and other auxiliary instructions, proofread and review the report, submit it to the customer, and modify and improve it according to the customer's feedback.

（6）评估市场调研的效果，通过与客户沟通，了解市场调研报告对客户的决策和行动的影响和价值，总结市场调研的优点和不足，提出改进和提高的措施。

The Case of a 4. Market Research Company

Here are some of the success stories that market research companies offer their clients:

（1) Champ Consulting provides an in-depth insight into the behavior and preferences of Chinese auto consumers for a well-known auto brand. Through online questionnaires and offline interviews, Champ Consulting has collected more5000The information of the famous car consumers, including their cognition, attitude, choice and purchase behavior of the car brand. Champ Consulting uses multiple regression analysis and cluster analysis to divide consumers into different market segments and analyze the characteristics and needs of each market segment. Shangpu Consulting provides customers with marketing strategy suggestions for different market segments, including product positioning, pricing strategy, promotion strategy and channel strategy. According to the report of Champ Consulting, the client adjusted its marketing plan and achieved significant growth in the Chinese market.

（2) Champ Consulting provided the measurement and promotion of Chinese fast food consumer satisfaction and loyalty for an international fast food chain brand. Through telephone interviews and online questionnaires, Champ Consulting collected more3000fast food consumers, including their satisfaction and loyalty to fast food brands and influencing factors. Using correlation analysis and factor analysis, Shangpu Consulting identified the key factors affecting consumer satisfaction and loyalty, and calculated the contribution of each factor to satisfaction and loyalty. Shangpu Consulting provides customers with improvement and improvement suggestions for different factors, including product quality, service quality, environmental quality, price rationality, etc. According to the report of Champ Consulting, customers have improved their products and services, and increased consumer satisfaction and loyalty in the Chinese market.

（3) Champ Consulting provided new product development and testing for Chinese cosmetics consumers for an international cosmetics brand. Through online questionnaires and offline experiments, Champ Consulting has collected more2000Cosmetic consumer information, including their use of cosmetics habits, preferences, needs and expectations. Champ Consulting uses factor analysis and cluster analysis to divide consumers into different target markets and analyze the characteristics and needs of each target market. Shangpu Consulting provides customers with new product development suggestions for different target markets, including product features, ingredients, packaging, names, etc. Champ Consulting also conducted new product testing for customers. By letting consumers try new products and collecting their feedback and evaluation, it evaluated the market potential and competitiveness of new products. According to the report of Champ Consulting, the customer successfully launched a new product and received a good response in the Chinese market.

5. epilogue

Market research is an important marketing activity, which can help enterprises understand the current situation and trends of the market, find and meet the needs and expectations of consumers, formulate effective marketing strategies, and enhance the competitiveness and profitability of enterprises. Market research companies are specialized in market research, satisfaction survey and other services of professional companies, they provide various types and forms of market research services, to provide customers with objective, correct, timely and effective market information and advice. Shangpu Consulting is a market research company with rich experience and professional level. It can provide customers with customized, high-quality and efficient market research services to help customers achieve their market goals and visions.