Misunderstandings of 1. market research

The misunderstanding of market research refers to some wrong understanding and practice in the process of market research, which may affect the quality and effect of market research, thus affecting the decision-making and action of enterprises. There are many misunderstandings in market research, including the following:

Too much reliance on secondary data. Second-hand data refers to the data obtained from existing data sources, which is one of the important methods of market research. The advantages of second-hand data are low cost, short time, low difficulty, and small deviation. The disadvantages are low freshness, low uniqueness, low correlation, and low controllability. If the market research relies too much on second-hand data, it may lead to the following problems: first, the timeliness and accuracy of the data are insufficient to reflect the latest changes and real situation of the market; second, the uniqueness and relevance of the data are insufficient to meet the specific needs and objectives of the enterprise; third, the controllability and availability of the data are insufficient to ensure the safety and effectiveness of the data. Therefore, market research should be properly combined with first-hand data and second-hand data to improve the quality and effectiveness of the data.

Ignoring qualitative research. Qualitative research refers to the study of exploring and understanding the phenomenon and significance of the market through non-numerical methods, and it is one of the important types of market research. The advantages of qualitative research are high depth, high flexibility, high innovation and high adaptability, while the disadvantages are low breadth, low standards, low comparability and low verifiability. If market research neglects qualitative research, it may lead to the following problems: first, the depth and flexibility of the data are insufficient to find the subtle and complex phenomena and meanings of the market; second, the innovation and adaptability of the data are insufficient to break through the existing limitations and obstacles of the market and adapt to the changes and development of the market. Therefore, market research should be properly combined with qualitative research and quantitative research to improve the quality and effectiveness of data.

Lack of innovation and adaptability. Innovation and adaptability refer to the ability of the methods and results of market research to break through the existing limitations and obstacles of the market and to adapt to the changes and development of the market, which are one of the important characteristics of market research. If the market research lacks innovation and adaptability, it may lead to the following problems: first, the value and significance of the data are insufficient, which can not provide new views and opinions on the market, and can not help enterprises solve problems and seize opportunities; second, the effectiveness and influence of the data are insufficient, which can not support the decision-making and action of enterprises, and can not improve the competitive advantage and market position of enterprises. Therefore, market research should constantly update and improve the methods and results of market research to improve the quality and effectiveness of data.

Breakthrough in 2. market research

The breakthrough of market research refers to the method of correcting and improving the misunderstanding of market research in the process of market research, so as to improve the quality and effect of market research. They are new ideas and new guidance of market research. There are many breakthroughs in market research, including the following:

Use network data. Network data refers to market-related data obtained through the Internet, and it is one of the most commonly used sources of secondary data. The advantages of network data are large quantity, wide range, fast speed and high convenience, but the disadvantages are low quality, low reliability, low effectiveness and low security. If the market research can effectively use the network data, it may bring the following benefits: first, the timeliness and accuracy of the data are improved, which can reflect the latest changes and real situation of the market; second, the uniqueness and relevance of the data are improved, which can meet the specific needs and objectives of the enterprise; third, the controllability and availability of the data are improved, which can ensure the security and effectiveness of the data. Therefore, market research should reasonably select and use network data, such as search engines, social media, e-commerce, blogs, forums, comments, reviews, etc., to improve the quality and effectiveness of data.

Strengthen qualitative research. Qualitative research refers to the study of exploring and understanding the phenomenon and significance of the market through non-numerical methods, and it is one of the important types of market research. The advantages of qualitative research are high depth, high flexibility, high innovation and high adaptability, while the disadvantages are low breadth, low standards, low comparability and low verifiability. If market research can strengthen qualitative research, it may bring the following benefits: first, the depth and flexibility of data can be improved, and the subtle and complex phenomena and meanings of the market can be found; second, the innovation and adaptability of data can be improved, which can break through the existing limitations and obstacles of the market and adapt to the changes and development of the market. Therefore, market research should be diversified and in-depth qualitative research, such as text analysis, image analysis, sound analysis, literature review, case studies, focus groups, etc., to improve the quality and effectiveness of data.

Improve innovation and adaptability. Innovation and adaptability refer to the ability of the methods and results of market research to break through the existing limitations and obstacles of the market and to adapt to the changes and development of the market, which are one of the important characteristics of market research. If market research can improve innovation and adaptability, it may bring the following benefits: first, the value and significance of data can be improved, new views and insights on the market can be provided, and enterprises can solve problems and seize opportunities; second, the effectiveness and influence of data can be improved, which can support the decision-making and action of enterprises, and can improve the competitive advantage and market position of enterprises. Therefore, market research should constantly update and improve the methods and results of market research, such as the use of new data sources, new research methods, new analytical tools, new presentation methods, etc., in order to improve the quality and effectiveness of the data.