1. Introduction

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, identify market opportunities and problems, and formulate and evaluate market strategies and plans. Market research is the basis of marketing activities and an important basis for strategic decision-making.

With the development of market economy and the intensification of competition, the demand and importance of market research are increasing, and the scope and content of market research are becoming richer and more complex. Market research involves not only traditional marketing elements such as products, prices, channels, and promotions, but also consumer demand, preferences, behavior, satisfaction, etc., as well as competitors' strategies, capabilities, and dynamics, and even macro-environmental factors such as society, politics, law, culture, and technology. The objects and methods of market research are also constantly updated and innovated. In addition to the traditional questionnaire survey, interview survey, observation survey, etc., there are also emerging means and technologies such as network survey, neural marketing survey, big data analysis, etc.

The development and innovation of market research provide enterprises with more information and opportunities, but also bring more challenges and problems. In the actual process of market research, we often encounter various difficulties and obstacles, resulting in the effect and quality of the survey is not satisfactory, and even cause the failure and waste of the survey. Therefore, how to identify and solve the common problems in market research is an important issue that market research practitioners and decision makers must face and solve.

Based on the market research experience of Shangpu Consulting Group for many years, this paper summarizes eight common problems in market research, namely: unclear survey theme, separation of survey design and implementation, backward survey methods, insufficient training of visitors, analysis flow in the normal, lack of professional talents, insufficient cooperation and cooperation, and lack of effect evaluation. In view of these problems, this paper puts forward the corresponding solutions, hoping to provide some useful reference and guidance for the practitioners and decision makers of market research.

Eight common problems and solutions 2. market research

1. The subject of the survey is not clear

The subject of investigation refers to the purpose and scope of the investigation, the starting point and destination of the investigation, and the soul and core of the investigation. The unclear topic of the survey is one of the most common and deadly problems in market research. The unclear theme of the survey will lead to unclear direction and focus of the survey, inappropriate content and methods of the survey, and low results and value of the survey.

There are several reasons why the subject of the survey is not clear:

The demand side of the survey does not have a clear understanding of its own problems and objectives, or misunderstands the concept and role of market research, regards market research as a panacea, hoping to solve all problems through investigation, or regards market research as a formality, just to meet the requirements of superiors or external parties, not for real decision support.

Deficiencies in communication and coordination between the survey demand side and the survey implementation side, inadequate communication and understanding of each other's needs and expectations, failure to reach an agreed survey objectives and scope, or failure to provide timely feedback and adjustment during the survey process, resulting in deviations and errors in the survey.

The survey executor lacks professional investigation ability and experience, does not conduct sufficient analysis and research on the subject of the survey, does not formulate a reasonable survey plan and plan according to the problems and objectives of the survey demand side, or does not strictly follow the survey plan and plan in the implementation of the survey, but collects and processes data at will, without considering the validity and representativeness of the data.

There are several solutions to the unclear topic of the survey:

The demand side of the survey should have a clear understanding of their own problems and objectives, what they want to know through the survey, why they want to know, how to use it after understanding, and the depth and breadth of understanding. The demand side of the survey should have a correct understanding and respect for market research, and regard market research as a scientific method and tool, rather than a magical magic and perfunctory means.

The survey demanders and survey implementers should strengthen communication and coordination, establish a good cooperative relationship, fully communicate and understand each other's needs and expectations, reach an agreed survey objectives and scope, clarify the content and methods of the survey, formulate detailed survey plans and plans, and provide timely feedback and adjustment during the survey process to ensure the smooth progress and effective completion of the survey.

2. Separation of survey design and implementation

The separation of survey design and implementation means that different people or institutions are responsible for the design and implementation of the survey, without effective communication and collaboration, resulting in a mismatch between the survey's plan and plan and the actual situation of the survey, affecting the efficiency and quality of the survey. There are several reasons for the separation of survey design and implementation:

There is a conflict of interest or lack of trust between the investigation demand side and the investigation execution side, which leads to the reluctance of both parties to share and exchange the information and data of the investigation, or to deliberately conceal and falsify the information and data of the investigation in order to achieve their respective purposes and interests.

The survey implementer lacks the ability or experience to design the survey, or does not have a full understanding of the needs and expectations of the survey demander, resulting in the development of survey plans and plans that do not meet the purpose and scope of the survey, or do not adapt to the object and environment of the survey, or do not consider the cost and benefits of the survey.

The survey executor encountered unexpected difficulties and changes in the implementation of the survey, or was affected by external interference and influence, which prevented the survey from being carried out in accordance with the survey plan and plan, or had to change the content and methods of the survey, or abandon or reduce The scope and quantity of the survey.

There are several solutions for separating survey design from implementation:

Survey demand parties and survey implementation parties should establish a good cooperative relationship, eliminate conflicts of interest and lack of trust, jointly develop and implement survey programs and plans, share and exchange survey information and data, jointly analyze and explain the results and values of the survey, and jointly evaluate and improve the effectiveness and quality of the survey.

The survey executor should improve its ability or experience in survey design, or seek professional help and guidance in survey design, formulate a reasonable survey plan and plan according to the needs and expectations of the survey demander, consider the purpose and scope of the survey, adapt to the object and environment of the survey, and consider the cost and benefit of the survey.

The investigation executor shall maintain flexibility and adaptability in the implementation of the investigation, find and solve the difficulties and changes in the investigation in a timely manner, or timely feedback and consultation on the situation and problems of the investigation, and appropriately adjust the content and method of the investigation according to the actual situation, or expand or narrow the scope and quantity of the investigation to ensure the effective completion of the investigation.

3. The survey means backward

The backward survey means that the survey methods and technologies have not kept pace with the development and changes of the market, or have not made use of modern information and communication technologies, resulting in the low efficiency and quality of the survey, or unable to meet the needs and expectations of the survey. The reasons for the backwardness of the survey methods are as follows:

The survey demand side and the survey implementation side do not have sufficient understanding and mastery of the methods and techniques of market research, or have resistance and rejection to the emerging survey methods and techniques, or have blind dependence and obsession with the traditional survey methods and techniques, resulting in the failure to select and use the most suitable survey methods and techniques.

The survey demanders and survey implementers do not have a reasonable assessment and comparison of the costs and benefits of market surveys, or have no clear expectations and requirements for the inputs and outputs of market surveys, resulting in failure to consider and use the most economical survey methods and techniques, Or did not consider and use the most effective survey methods and techniques.

The survey demanders and survey executors do not fully understand and adapt to the object and environment of the market survey, or do not find and follow up the changes and trends of the market survey in a timely manner, resulting in not considering and using the most suitable survey methods and techniques, or not considering and using the most innovative survey methods and techniques.

There are several solutions to the backwardness of survey methods:

The survey demanders and survey implementers should enhance their understanding and mastery of market survey methods and techniques, or seek the help and guidance of professional survey methods and techniques, select and use the most suitable survey methods and techniques according to the purpose and scope of the survey, abandon the resistance and exclusion of emerging survey methods and techniques, and abandon the blind dependence and fascination on traditional survey methods and techniques.

The survey demand side and the survey implementation side should reasonably evaluate and compare the costs and benefits of market research, or clearly anticipate and require the input and output of market research, and consider and use the most economical survey method and technology according to the needs and expectations of the survey, Or consider and use the most effective survey method and technology.

The survey demanders and survey implementers should fully understand and adapt to the target and environment of the market survey, or discover and follow up the changes and trends of the market survey in a timely manner, consider and use the most suitable survey methods and technologies according to the target and environment of the survey, or consider and use the most innovative survey methods and technologies according to the changes and trends of the survey.

4. Inadequate training of visitors

Inadequate training of the interviewer means that the executor of the survey, that is, the interviewer, does not receive sufficient training and guidance, or does not have sufficient knowledge and skills, resulting in various errors and mistakes in the process of the survey, affecting the efficiency and quality of the survey. The reasons for the lack of training of visitors are as follows:

The survey executor does not pay enough attention to and require the quality and ability of the interviewer, or does not have enough input and arrangement for the training and guidance of the interviewer, resulting in the interviewer not receiving systematic training and guidance, or not receiving targeted training and guidance, or not receiving continuous training and guidance.

The survey executor does not have sufficient professionalism and quality in the training and guidance of the interviewer, or does not have sufficient supervision and evaluation of the training and guidance of the interviewer, resulting in the interviewer not mastering the necessary knowledge and skills, or not mastering the correct knowledge and skills, or not mastering the updated knowledge and skills.

The interviewer does not have enough self-confidence and self-discipline in his own quality and ability, or does not have enough participation and feedback in his own training and guidance, resulting in the interviewer not actively learning and improving, or not seriously implementing and checking, or not timely Reflect and improve.

There are several solutions for insufficient training of visitors:

The survey executor should pay attention to and require the quality and ability of the interviewer, invest and arrange the training and guidance of the interviewer, and let the interviewer receive systematic training and guidance, or receive targeted training and guidance, or receive continuous training and guidance.

The survey executor shall conduct the training and guidance of the interviewer in a professional and quality manner, supervise and evaluate the training and guidance of the interviewer, and let the interviewer master the necessary knowledge and skills, or master the correct knowledge and skills, or master the updated knowledge and skills.

Interviewers should improve their own quality and ability with confidence and self-discipline, participate in and feedback their own training and guidance, take the initiative to learn and improve, or seriously implement and check, or timely reflect and improve.

5. Analysis is the norm

Analysis is normal means that the analysis and explanation of the survey does not go deep into the nature and causes of the problem, or does not put forward valuable suggestions and programs, resulting in the results and value of the survey is not prominent, or can not meet the needs and expectations of the survey. Analysis of the flow of the normal reasons for the following:

The survey demanders and survey implementers do not pay enough attention to and require the analysis and interpretation of market surveys, or do not have enough input and arrangements for the analysis and interpretation of market surveys, resulting in insufficient data cleaning and analysis of surveys. Organize, or do not carry out sufficient data mining and modeling, or do not carry out sufficient data verification and testing.

The survey demanders and survey executors do not have sufficient professionalism and quality in the analysis and interpretation of the market survey, or do not have sufficient supervision and evaluation of the analysis and interpretation of the market survey, resulting in the analysis and interpretation of the survey not using appropriate analysis methods and techniques, or not using correct analysis methods and techniques, or not using updated analysis methods and techniques.

The survey demanders and the survey executors did not have enough innovations and breakthroughs in the analysis and interpretation of the market survey, or did not have enough communication and collaboration in the analysis and interpretation of the market survey, resulting in the analysis and interpretation of the survey not discovering and revealing new and important aspects of data and problems, or failing to propose and recommend valuable and feasible suggestions and schemes.

Analysis of the flow of the normal solution has the following:

The survey demand side and the survey implementation side should attach importance to and require the analysis and interpretation of the market survey, invest and arrange the analysis and interpretation of the market survey, and let the analysis and interpretation of the survey carry out sufficient data cleaning and sorting, or carry out sufficient data mining and modeling, or carry out sufficient data verification and testing.

The survey demander and the survey executor shall conduct the analysis and interpretation of the market survey in a professional and quality manner, supervise and evaluate the analysis and interpretation of the market survey, and allow the analysis and interpretation of the survey to apply appropriate analytical methods and techniques, or to apply the correct analytical methods and techniques, or to apply newer analytical methods and techniques.

The survey demanders and survey executors should innovate and break through the analysis and interpretation of market research, communicate and collaborate in the analysis and interpretation of market research, and let the analysis and interpretation of the survey discover and reveal novel and important aspects of data and problems, or put forward and recommend valuable and feasible suggestions and programs.

6. Lack of professionals

The lack of professional talents refers to the lack of talents with professional knowledge and skills in the fields and industries of market research, or the lack of talents with professional quality and ability in the organizations and institutions of market research, which leads to the low level and quality of market research, or the inability to meet the needs and expectations of market research. There are several reasons for the shortage of professionals:

The field and industry of market research do not pay enough attention to and invest in the training and introduction of professionals, or there are not enough systems and mechanisms for the incentive and guarantee of professionals, resulting in insufficient quantity and quality of professionals in market research, or serious flow and loss of professionals in market research.

The organizations and institutions of market survey are not sufficiently scientific and reasonable in the selection and allocation of professionals, or do not pay enough attention to and support for the management and development of professionals, resulting in an uneven distribution and structure of professionals of market survey, or the potential and value of professionals of market survey are not fully utilized.

Market research professionals do not have enough updates and improvements to their professional knowledge and skills, or do not have enough self-requirements and improvements to their professional qualities and abilities, resulting in the knowledge and skills of market research professionals lagging behind the market. Development and changes, or the literacy and ability of market research professionals do not meet the needs and expectations of the market.

There are several solutions to the shortage of professionals:

The field and industry of market research should attach importance to and invest in the training and introduction of professionals, establish and improve the incentive and guarantee system and mechanism of professionals, increase the quantity and quality of professionals in market research, or reduce the flow and loss of professionals in market research.

The organizations and institutions of market survey should scientifically and rationally carry out the selection and allocation of professionals, pay attention to and support the management and development of professionals, optimize the distribution and structure of professionals of market survey, or give full play to the potential and value of professionals of market survey.

Market research professionals should update and improve their professional knowledge and skills, self-demand and improve their professional qualities and abilities, keep up with the development and changes of the market, or meet the needs and expectations of the market.

Insufficient cooperation and collaboration

Insufficient cooperation and collaboration means that there is no effective mechanism and platform for communication and collaboration between the various participants in the market survey, or a good atmosphere and culture for communication and collaboration has not been formed, resulting in the efficiency and quality of the market survey being affected, or unable to meet the needs and expectations of the market survey. There are several reasons for insufficient cooperation and collaboration:

There is a conflict of interest or lack of trust between the various participants in market research, resulting in the reluctance of both parties to share and exchange market research information and data, or deliberately concealing and falsifying market research information and data to achieve their respective purposes and interests.

The lack of common goals and vision between the various participants in the market survey, or the lack of common language and understanding, resulting in the two sides did not form a consistent market survey direction and focus, or did not form a consistent market survey content and methods, or did not form a consistent market survey results and values.

The lack of effective communication and collaboration tools and channels between the various participants in the market survey, or the lack of effective communication and collaboration norms and processes, resulting in the failure of both parties to timely feedback and adjust the market survey situation and problems, or failure to timely Analyze and explain the results and value of market research, or fail to evaluate and improve the effect and quality of market research in a timely manner.

There are several solutions for insufficient cooperation and collaboration:

All participants in market research should eliminate conflicts of interest and lack of trust, establish good cooperative relations, jointly formulate and implement market research programs and plans, share and exchange market research information and data, jointly analyze and explain the results and values of market research, and jointly evaluate and improve the effectiveness and quality of market research.

The various participants in market research should establish a common goal and vision, form a common language and understanding, agree on the direction and focus of market research, or agree on the content and method of market research, or agree on the results and value of market research.

All participants in market research should use effective communication and collaboration tools and channels, comply with effective communication and collaboration norms and processes, timely feedback and adjustment of market research conditions and issues, or timely analysis and interpretation of market research results and value, or timely evaluation and improvement of market research results and quality.

8. Lack of effect evaluation

The lack of effect evaluation refers to the lack of effective evaluation and feedback after the completion of the market survey, or the lack of effective summary and improvement, resulting in the effect and quality of the market survey can not be objectively and fairly recognized and evaluated, or can not be effectively and continuously improved and optimized. There are several reasons for the lack of effect evaluation:

The demand side and the executive side of the market survey do not pay enough attention to and require the effect and quality of the market survey, or do not have enough input and arrangement for the effect and quality of the market survey, resulting in no effective evaluation and feedback after the completion of the market survey, or no effective summary and improvement, or no effective tracking and supervision.

The demanders and executors of the market survey do not have sufficient expertise and quality in the effect and quality of the market survey, or do not have sufficient supervision and evaluation of the effect and quality of the market survey, resulting in the completion of the market survey without applying appropriate evaluation methods and techniques, or without applying correct evaluation methods and techniques, or without applying updated evaluation methods and techniques.

The demanders and executors of the market survey do not have enough innovation and breakthrough on the effect and quality of the market survey, or do not have enough communication and cooperation on the effect and quality of the market survey, resulting in the failure to find and solve the problems and deficiencies of the effect and quality of the market survey after the completion of the market survey, or fail to put forward and implement suggestions and plans for the improvement and optimization of the effect and quality of the market survey.

The missing solutions for effectiveness evaluation are the following:

The demand side and the executive side of the market survey should attach importance to and require the effect and quality of the market survey, invest and arrange the evaluation and feedback of the effect and quality of the market survey, or summarize and improve, or follow up and supervise.

The demanders and executors of market research should evaluate and feedback the effectiveness and quality of market research in a professional and quality manner, or summarize and improve, or track and monitor, apply appropriate evaluation methods and techniques, or apply correct evaluation methods and techniques, or apply updated evaluation methods and techniques.

The demanders and executors of market research should innovate and break through the evaluation and feedback of the effect and quality of market research, or summarize and improve, or track and supervise, find and solve the problems and deficiencies of the effect and quality of market research, or put forward and implement suggestions and plans for the improvement and optimization of the effect and quality of market research.

3. Conclusion

Market research is an important basis for enterprises to make strategic decisions, but in practice, they often encounter various problems that affect the effectiveness and quality of the survey. Based on the market research experience of Shangpu Consulting Group for many years, this paper summarizes eight common problems in market research, namely: unclear survey theme, separation of survey design and implementation, backward survey methods, insufficient training of visitors, analysis flow in the normal, lack of professional talents, insufficient cooperation and cooperation, and lack of effect evaluation. In view of these problems, this paper puts forward the corresponding solutions, aiming to provide some useful reference and guidance for the practitioners and decision makers of market research. It is hoped that this paper can contribute to the development and innovation of market research.