Methodology of 1. Market Research

The methodology of market research refers to the research methods and theories used in market research, which are mainly divided into qualitative research and quantitative research.

1. Qualitative research

Qualitative research is a research method that explores and understands market phenomena in an unstructured or semi-structured manner. Qualitative research is characterized:

-Research purposes: Qualitative research is mainly used to identify market problems, reveal market laws, generate market assumptions, propose market innovations, etc., rather than to verify market assumptions or evaluate market effects.

-Research object: The research object of qualitative research is usually the key participants of the market, such as consumers, customers, competitors, distributors, suppliers, etc., rather than the whole or part of the market.

-Research scenarios: The research scenarios for qualitative research are usually natural or semi-natural environments, such as consumers' homes, workplaces, shopping places, etc., rather than man-made or controlled environments, such as laboratories, questionnaires, etc.

-Research tools: The research tools for qualitative research are usually open-ended questions, observations, interviews, discussions, case studies, etc., rather than closed-ended questions, scales, indicators, statistical analysis, etc.

The common methods of qualitative research are:

-In-depth interview: It is a research method to obtain their views, feelings, motivations, attitudes, behaviors, etc. on market phenomena through one-to-one dialogue with research subjects. The advantage of in-depth interviews is that they can obtain rich, detailed and true information, but the disadvantage is that they require more time, cost and professional skills, and are difficult to summarize and quantify.

-Focus group: It is a research method that invites 6 to 12 research subjects to participate in a topic-related group discussion to obtain their common or different views, feelings, motivations, attitudes, behaviors, etc. on market phenomena. The advantage of focus group is that it can obtain diversified, interactive and innovative information, but the disadvantage is that it needs higher organization and guidance ability, and is influenced and biased by group members.

-Scenario simulation: a research method that involves subjects in a simulation scenario related to market phenomena in order to obtain their reactions, choices, decisions, etc. to market phenomena. The advantage of scenario simulation is that it can obtain intuitive, practical and dynamic information, but the disadvantage is that it requires a high level of design and execution, and it is difficult to simulate the real market environment.

-Project method: is a research method that allows the subject to complete a project task related to market phenomena in order to obtain their knowledge, understanding, creation, etc. of market phenomena. The advantage of the project approach is that it provides in-depth, systematic, and personalized information, but the disadvantage is that it requires a high degree of participation and collaboration, and is difficult to evaluate and compare.

2. Quantitative research

Quantitative research is a method of quantitative measurement and analysis of market phenomena in a structured or standardized manner. Quantitative research is characterized:

-Research purposes: Quantitative research is mainly used to verify market assumptions, evaluate market effects, predict market trends, optimize market strategies, etc., rather than to identify market problems or reveal market rules.

-Research object: The research object of quantitative research is usually the whole or part of the market, such as consumers, customers, competitors, distributors, suppliers, etc., rather than key players in the market.

-Research scenarios: The research scenarios for quantitative research are usually man-made or controlled environments, such as laboratories, questionnaires, telephone interviews, etc., rather than natural or semi-natural environments, such as consumers' homes, workplaces, shopping places, etc.

-Research tools: The research tools for quantitative research are usually closed questions, scales, indicators, statistical analysis, etc., rather than open questions, observations, interviews, discussions, case studies, etc.

The common methods of quantitative research are:

-Questionnaire survey: a research method in which a questionnaire containing a series of questions is issued or sent to the research subjects to obtain their answers or evaluations of market phenomena. The advantage of questionnaire survey is that it can obtain a large amount of standard and comparable information, but the disadvantage is that it requires a high level of design and sampling, and is influenced by the cooperation and honesty of the research object.

-Experimental method: It is a research method that observes or measures the reaction or result of the research object under the condition of controlling or changing certain variables to obtain its causal relationship to market phenomena. The advantage of the experimental method is that accurate, objective and scientific information can be obtained, but the disadvantage is that it requires a high level of operation and control, and is difficult to replicate and popularize.

-Data mining: It is a research method that extracts valuable information from a large amount of data by using statistics, machine learning, artificial intelligence and other technologies to obtain its laws, patterns, trends, etc. of market phenomena. The advantage of data mining is that it can obtain massive, complex and dynamic information, but the disadvantage is that it requires a high level of technology and analysis, and is difficult to explain and apply.

Practice of 2. Market Research

The practice of market research refers to the specific operation and implementation process of market research, including research design, data collection, data analysis and report writing.

1. Study Design

Research design is the first step of market research, which refers to the process of determining the scope, method, object, sample, time, budget and other elements of market research according to the purpose and background of market research. The principles of the study design are:

-Clear objectives: the starting point and end point of the research design are the objectives of market research, to ensure that the research design can effectively achieve the objectives of market research, while avoiding deviation or exceed the objectives of market research.

-Selection method: The core of the research design is the method of market research, according to the market research objectives, objects, scenarios and other factors, choose the appropriate qualitative or quantitative research methods, or combine the two to carry out mixed research, in order to improve the efficiency and effectiveness of market research.

-Determine the object: the object of research design is the research object of market research. According to the objectives and methods of market research, the characteristics, quantity and source of the research object should be determined to ensure the representativeness and credibility of market research.

-Sample extraction: The sample of the research design is the research sample of market research, according to the object and method of market research, the use of reasonable sampling techniques, such as random sampling, stratified sampling, group sampling, etc., to ensure the effectiveness and reliability of market research.

-Time arrangement: The time of research design is the research time of market research. According to the objectives, methods and samples of market research, a reasonable time plan should be formulated, such as the start time, end time and time of each stage of the research, so as to ensure the timeliness and timeliness of market research.

-Control budget: the budget of research design is the research budget of market research, according to the objectives, methods, samples, time, etc. of market research, to estimate reasonable costs and benefits, such as human costs, material costs, time costs, information costs, benefit evaluation, etc., to ensure the economy and sustainability of market research.

2. Data collection

Data collection is the second step of market research, which refers to the process of obtaining market-related information by using different data sources and data tools according to the research design of market research. The principles of data collection are:

-Select source: the source of data collection is the source of market research data, according to the objectives and methods of market research, select the appropriate first-hand data or second-hand data, or combine both for comprehensive data collection, in order to improve the comprehensiveness and accuracy of market research.

-Use tools: Data collection tools are data tools for market research. According to the methods and objects of market research, appropriate questionnaires, interviews, observations, experiments, data mining and other tools should be used, or multiple data collection should be carried out in combination with multiple tools to improve the effectiveness and reliability of market research.

-Quality assurance: The quality of data collection is the quality of market research data. According to the objectives and methods of market research, reasonable quality control and quality improvement measures should be adopted, such as pre-testing, post-testing, logic checking, data cleaning, data verification, etc., to ensure the authenticity and credibility of market research.

-Management data: the data collected is the data of market research. According to the methods and tools of market research, reasonable data storage and data protection measures should be adopted, such as data coding, data entry, data backup, data encryption, data deletion, etc., to ensure the security and privacy of market research.

3. Data analysis

Data analysis is the third step of market research, which refers to the process of processing and interpreting market-related information through the use of different data technologies and data methods according to the research design and data collection of market research. The principles of data analysis are:

-Selection technology: The technology of data analysis is the data technology of market research, according to the objectives and methods of market research, select the appropriate qualitative analysis or quantitative analysis technology, or combine both for comprehensive analysis, in order to improve the depth and breadth of market research.

-Method of use: The method of data analysis is the data method of market research, according to the methods and techniques of market research, the use of appropriate descriptive analysis, inferential analysis, predictive analysis, optimization analysis and other methods, or a combination of a variety of methods for multi-dimensional analysis, in order to improve the efficiency and effectiveness of market research.

-Generate results: The results of data analysis are the data results of market research. According to the objectives and methods of market research, reasonable results presentation and results interpretation measures should be adopted, such as charts, indicators, models, hypothesis testing, causal analysis, trend prediction, strategy suggestions, etc., to improve the readability and usability of market research.

-Test hypothesis: the hypothesis of data analysis is the data hypothesis of market research, according to the objectives and methods of market research, the use of reasonable hypothesis and hypothesis testing measures, such as problem definition, hypothesis construction, hypothesis verification, hypothesis correction, hypothesis summary, etc., in order to improve the scientific and logical nature of market research.

4. Report writing

Report writing is the fourth step of market research, which refers to the process of transmitting market-related information to market research clients or stakeholders through the use of different report forms and report contents according to the research design, data collection and data analysis of market research. The principles of report writing are:

-Selection form: The form of report writing is the form of market research report. According to the objectives and background of market research, appropriate written report or oral report should be selected, or a comprehensive report should be combined to improve the communication effect and influence of market research.

-Use content: the content of the report is the content of the market research report, according to the methods and results of market research, or combined with a variety of content to carry out a complete report, in order to improve the quality and readability of market research information.

-Ensure consistency: the consistency of the report writing is the consistency of the market research report, according to the objectives and background of market research, the use of reasonable reporting style and reporting language, such as formal or informal, objective or subjective, professional or popular, etc., to ensure the adaptability and professionalism of market research.

-Get feedback: the feedback of report writing is the report feedback of market research. According to the objectives and background of market research, reasonable report transmission and report evaluation measures should be adopted, such as report submission, report display, report discussion, report modification, report evaluation, etc., so as to improve the communication effect and influence of market research.

3. case of market research

The case of market research refers to the practical application and successful practice of market research, which can show the value and significance of market research. This paper introduces the methodology and practice of market research, taking the market research service provided by Shangpu Consulting Company for customers in the switching power supply industry as an example.

1. Case background

Switching power supply is a kind of AC into DC power supply equipment, widely used in electronics, communications, computers, industrial control and other fields. Switching power supply industry is a highly competitive and rapidly changing industry, market demand and technical level continue to improve, market competition and industry norms continue to strengthen, the market environment and industry pattern is constantly changing. In order to maintain a competitive advantage in the switching power supply industry, switching power supply companies need to constantly understand the current market situation and market opportunities, and formulate effective market strategies and market actions.

Shangpu Consulting Company is a professional market research and management consulting company with rich market research experience and professional market research team, providing customized market research services for customers in all walks of life. An important customer of Shangpu Consulting Company is a leading domestic switching power supply manufacturer. The company hopes to understand the market size, market structure, market demand, market trends, market competition, market opportunities and other aspects of the switching power supply industry through market research. Information in order to formulate reasonable market goals and market strategies.

2. Case Process

The market research service provided by Shangpu Consulting Company for the switching power supply enterprise mainly includes the following four steps:

-Research Design: According to the purpose and background of market research of switching power supply enterprises, Shangpu Consulting Company has determined the scope, method, object, sample, time, budget and other elements of market research. Specifically, the scope of market research is the domestic switching power supply industry. The method of market research is mixed research, that is, combining qualitative research and quantitative research. The objects of market research are manufacturers, distributors, users and experts of switching power supply. The samples of market research are based on the principles of stratified sampling and cluster sampling. A certain number of representative samples are drawn from each object. The time of market research is two months, the budget for market research is $500000.

-Data collection: According to the research design of market research, Shangpu Consulting Company obtains market-related information by using different data sources and data tools. Specifically, the source of data collection is first-hand data and second-hand data, first-hand data is through questionnaires, interviews, observation and other tools, from the object of market research directly collected data, second-hand data is through the network, reports, literature and other channels, from the relevant parties of market research indirectly collected data. In the process of data collection, Shangpu Consulting Company adopts measures such as pre-test, post-test, logic check, data cleaning and data verification to ensure the quality of data, as well as measures such as data coding, data entry, data backup, data encryption and data deletion to ensure the management of data.

-Data analysis: According to the research design and data collection of market research, Shangpu Consulting Company processes and interprets market-related information by using different data technologies and data methods. Specifically, the technology of data analysis is qualitative analysis and quantitative analysis. Qualitative analysis is to analyze unstructured or semi-structured data through induction, classification, coding, interpretation and other technologies. Quantitative analysis is to analyze structured or standardized data through descriptive analysis, inferential analysis, predictive analysis, optimization analysis and other technologies. In the process of data analysis, Shangpu Consulting uses charts, indicators, models, hypothesis testing, causal analysis, trend prediction, strategy recommendations and other measures to generate the results of the data, as well as problem definition, hypothesis construction, hypothesis verification, hypothesis correction, hypothesis summary and other measures to test the hypothesis of the data.

-Report writing: According to the research design, data collection and data analysis of market research, Shangpu Consulting Company transmits market-related information to switching power supply enterprises by using different report forms and report contents. Specifically, the report is written in the form of a written report and an oral report. The written report is a formal market research report submitted to switching power supply enterprises in the form of electronic documents. The oral report is a brief market research report displayed to switching power supply enterprises in the form of on-site demonstration. In the process of writing the report, Shangpu Consulting adopted a formal, objective and professional reporting style and reporting language to ensure the consistency of the report, as well as measures such as report submission, report display, report discussion, report revision, and report evaluation to obtain feedback on the report.

3. Case effect

Shangpu consulting company for the switching power supply enterprises to provide market research services, and achieved good results, mainly in the following aspects:

-Improve the switching power supply enterprises to understand the current situation of the market, so that it can clearly understand the size of the market, structure, demand, trends, competition, opportunities and other aspects of the situation, for the formulation of market objectives and market strategies to provide a reliable basis.

-Enhance the switching power supply enterprises to grasp the market opportunities, so that it can accurately find and capture the potential market demand, emerging segmentation, technological innovation, competitive advantage and other opportunities, for the formulation of market strategy and market action provides effective guidance.

-Optimize the market strategy and market action of switching power supply enterprises, so that they can formulate reasonable market positioning, market objectives, market combination, market promotion and other aspects of the analysis and suggestions according to the market scale, structure, demand, trend, competition, opportunity and other aspects of the strategy and action, which provides strong support for improving market performance and market share.

-Improve the market competitiveness and market influence of switching power supply enterprises, enable them to maintain a leading position in the switching power supply industry, enhance the relationship with customers, distributors, users, experts and other market participants, and establish a good market reputation and market brand.