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The Value of Market Research Firms: How to Evaluate and Select the Right Market Research Firm

2024-07-18 09:53:05 Source: Champu Consulting Visits:0

一、市场调查公司的定义和分类

A market research company is a professional organization whose main business is to provide market research services, including various types and forms of market research activities, such as consumer behavior research, product testing, advertising effectiveness evaluation, competitor analysis, satisfaction survey, brand image research, etc. Market research companies can be classified according to their service scope, customer type, research method and other different dimensions, common classification methods are:

按服务范围分，可以分为全方位服务型（Full-service）和部分服务型（Partial-service）。全方位服务型的市场调查公司能够提供从研究设计、数据收集、数据分析到报告撰写等整个流程的服务，而部分服务型的市场调查公司则只提供某一环节或某几环节的服务，如数据收集、数据分析等。

按客户类型分，可以分为综合性（Generalist）和专业性（Specialist). Comprehensive market research companies can provide services to customers in different industries and fields, while professional market research companies focus on a certain industry or field, such as medicine, automobile, finance, etc.

按研究方法分，可以分为定量研究（Quantitative research）和定性研究（Qualitative research）。定量研究是指通过数学统计方法对大量数据进行分析，以得出具有代表性和普遍性的结论，常用的定量研究方法有问卷调查、实验法、观察法等。定性研究是指通过非数学统计方法对少量数据进行分析，以得出具有深度和内涵的结论，常用的定性研究方法有访谈法、焦点小组法、案例分析法等。

Functions and roles of 2. market research firms

As a professional institution providing market research services, market research companies can help enterprises obtain more accurate, comprehensive and in-depth market information, so as to improve the decision-making level and competitiveness of enterprises. Specifically, market research companies have the following functions and roles:

市场需求分析。市场需求是指消费者对某种产品或服务的购买意愿和购买能力。通过市场需求分析，企业可以了解消费者的需求特征、需求量、需求变化等情况，从而确定产品的目标市场、市场容量、市场份额等指标，以及制定相应的产品策略、价格策略、促销策略等。

Market segmentation and positioning. Market segmentation refers to the division of the entire market into a number of relatively balanced submarkets according to certain criteria, each consisting of consumers with similar demand characteristics. Market positioning refers to selecting one or several favorable market segments according to the resources and capabilities of an enterprise, providing it with products or services that meet its needs, and forming a unique impression in the minds of consumers. Through market segmentation and positioning, companies can more effectively identify and meet the needs of different consumers, improve product differentiation and competitive advantage.

市场竞争分析。市场竞争是指企业在同一市场中，为了争夺有限的消费者和资源，而采取的各种行动和措施。通过市场竞争分析，企业可以了解自己在市场中的地位和优劣势，以及竞争对手的战略、能力、行为等情况，从而制定合理的竞争策略，如进攻策略、防御策略、合作策略等。

Market effect assessment. Market effect refers to the degree to which an enterprise achieves its market objectives and its impact on its performance after implementing its market strategy. Through the evaluation of market effect, enterprises can test the effectiveness and rationality of market strategy, find out the existing problems and deficiencies, as well as the direction and methods of adjustment and improvement.

三、评估和选择合适的市场调查公司的方法和标准

评估和选择合适的市场调查公司是企业进行市场调查时面临的一个重要问题。如果选择了不合适的市场调查公司，可能会导致数据质量低下、研究结果不可靠、研究费用浪费等后果，从而影响企业的决策效果和竞争力。因此，企业在评估和选择合适的市场调查公司时，应该遵循以下几个步骤：

明确研究目标和需求。企业在进行市场调查之前，应该明确自己要解决什么问题，需要什么样的信息，以及预期什么样的结果。这样可以帮助企业确定研究范围、研究方法、研究预算等基本条件，以及筛选出符合要求的市场调查公司。

Collect information on candidate companies. After determining the research objectives and needs, enterprises should collect information on candidate companies, including company profiles, service content, customer cases, professional qualifications, reputation evaluation, etc. This information can be obtained from various sources, such as Internet search, industry associations, peer recommend, etc. Collecting information about candidate companies can help companies understand the basics of candidate companies and how well they match them.

比较候选公司的优劣势。企业在收集了候选公司的资料后，应该比较候选公司的优劣势，从多个角度和标准进行评估，如服务范围、客户类型、研究方法、研究质量、研究效率、研究费用等。比较候选公司的优劣势可以帮助企业找出最适合自己的市场调查公司，以及与其进行有效的沟通和协作。

选择最佳公司并签订合同。企业在比较了候选公司的优劣势后，应该选择最佳公司并与其签订合同。合同应该明确双方的权利和义务，如研究目标、研究内容、研究流程、研究报告、研究费用、保密条款等。选择最佳公司并签订合同可以保证市场调查的顺利进行和有效实施。

4. Conclusion

市场调查是企业进行市场分析、制定市场策略、评估市场效果的重要手段。市场调查公司作为提供市场调查服务的专业机构，能够帮助企业获取更准确、更全面、更深入的市场信息，从而提高企业的决策水平和竞争力。本文从市场调查公司的定义、分类、功能、发展趋势等方面，介绍了市场调查公司的价值和作用，并提出了评估和选择合适的市场调查公司的方法和标准，以期为企业寻找合作伙伴提供参考。

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