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市场调查的误区与突破:企业经营的新思路

2024-07-18 08:25:53  来源:尚普咨询  浏览量:0

一、市场调查的误区

市场调查的误区是指市场调查的过程中存在的一些错误的认识和做法,它们可能影响市场调查的质量和效果,从而影响企业的决策和行动。市场调查的误区有很多,主要包括以下几种:

过于依赖二手数据。二手数据是指从已有的数据源获取的数据,它是市场调查的重要方法之一。二手数据的优点是成本低、时间短、难度小、偏差小,缺点是新鲜度低、独特性低、相关性低、可控性低。如果市场调查过于依赖二手数据,可能导致以下问题:一是数据的时效性和准确性不足,无法反映市场的最新变化和真实情况;二是数据的独特性和相关性不足,无法满足企业的特定需求和目标;三是数据的可控性和可用性不足,无法保证数据的安全性和有效性。因此,市场调查应该适当地结合一手数据和二手数据,以提高数据的质量和效果。

忽视定性研究。定性研究是指通过非数值的方式,探索和理解市场的现象和意义的研究,它是市场调查的重要类型之一。定性研究的优点是深度高、灵活性高、创新性高、适应性高,缺点是广度低、标准性低、可比性低、可验证性低。如果市场调查忽视定性研究,可能导致以下问题:一是数据的深度和灵活性不足,无法发现市场的细微和复杂的现象和意义;二是数据的创新性和适应性不足,无法突破市场的现有局限和障碍,无法适应市场的变化和发展。因此,市场调查应该适当地结合定性研究和定量研究,以提高数据的质量和效果。

缺乏创新性和适应性。创新性和适应性是指市场调查的方法和结果能够突破市场的现有局限和障碍,能够适应市场的变化和发展的能力,它们是市场调查的重要特征之一。如果市场调查缺乏创新性和适应性,可能导致以下问题:一是数据的价值和意义不足,无法提供市场的新的观点和见解,无法帮助企业解决问题和抓住机会;二是数据的有效性和影响力不足,无法支持企业的决策和行动,无法提高企业的竞争优势和市场地位。因此,市场调查应该不断地更新和改进市场调查的方法和结果,以提高数据的质量和效果。

二、市场调查的突破

市场调查的突破是指市场调查的过程中,对市场调查的误区进行纠正和改进,以提高市场调查的质量和效果的方法,它们是市场调查的新思路和新指导。市场调查的突破有很多,主要包括以下几种:

利用网络数据。网络数据是指通过互联网获取的与市场有关的数据,它是二手数据的最常用的来源之一。网络数据的优点是数量大、范围广、速度快、便利性高,缺点是质量低、可靠性低、有效性低、安全性低。如果市场调查能够有效地利用网络数据,可能带来以下好处:一是数据的时效性和准确性提高,能够反映市场的最新变化和真实情况;二是数据的独特性和相关性提高,能够满足企业的特定需求和目标;三是数据的可控性和可用性提高,能够保证数据的安全性和有效性。因此,市场调查应该合理地选择和利用网络数据,例如搜索引擎、社交媒体、电子商务、博客、论坛、评论、评价等,以提高数据的质量和效果。

加强定性研究。定性研究是指通过非数值的方式,探索和理解市场的现象和意义的研究,它是市场调查的重要类型之一。定性研究的优点是深度高、灵活性高、创新性高、适应性高,缺点是广度低、标准性低、可比性低、可验证性低。如果市场调查能够加强定性研究,可能带来以下好处:一是数据的深度和灵活性提高,能够发现市场的细微和复杂的现象和意义;二是数据的创新性和适应性提高,能够突破市场的现有局限和障碍,能够适应市场的变化和发展。因此,市场调查应该多样化和深入地进行定性研究,例如文本分析、图像分析、声音分析、文献综述、案例研究、焦点小组等,以提高数据的质量和效果。

提高创新性和适应性。创新性和适应性是指市场调查的方法和结果能够突破市场的现有局限和障碍,能够适应市场的变化和发展的能力,它们是市场调查的重要特征之一。如果市场调查能够提高创新性和适应性,可能带来以下好处:一是数据的价值和意义提高,能够提供市场的新的观点和见解,能够帮助企业解决问题和抓住机会;二是数据的有效性和影响力提高,能够支持企业的决策和行动,能够提高企业的竞争优势和市场地位。因此,市场调查应该不断地更新和改进市场调查的方法和结果,例如利用新的数据源、新的研究方法、新的分析工具、新的呈现方式等,以提高数据的质量和效果。




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