Market research is a method of collecting, analyzing and interpreting market information, which can help enterprises understand the current situation, trends, opportunities and challenges of the market in order to formulate and implement effective market strategies. The process and steps of market research are the core of market research and the guarantee of the quality and effect of market research. The process and steps of market research include determining the purpose of market research, designing the plan of market research, selecting the method of market research, using the tools of market research, collecting the data of market research, analyzing the results of market research, writing the report of market research, etc. From the point of view of experts, this paper introduces in detail the contents, methods, precautions and suggestions of the process and steps of market research to help you do a good job in market research.

1. determine the purpose of market research

The purpose of market research refers to the goal and significance of market research, which is the starting point and guidance of market research. The purpose of market research determines the direction and focus of market research and affects the selection and design of the scope, methods, tools, data, analysis, reports, etc. Therefore, determining the purpose of market research is the first and key step in the process and steps of market research.

The purpose of market research is usually related to the needs of market strategy and can be divided into the following types:

The purpose of description is to describe the current situation, structure, size, distribution, composition, characteristics, etc. of the market in order to understand the basic situation and characteristics of the market. For example, market share surveys, market segmentation surveys, market potential surveys, etc.

The purpose of diagnosis is to diagnose the problems, causes, effects and consequences of the market in order to find out the crux and difficulties of the market. For example, market satisfaction survey, market demand survey, market competition survey, etc.

The purpose of predictability is to predict market trends, changes, opportunities, challenges, etc. in order to grasp the development and direction of the market. For example, market forecast research, market opportunity research, market risk research, etc.

Exploratory purpose, that is, to explore new areas of the market, new concepts, new models, new methods, etc., in order to create market innovation and breakthroughs. For example, market innovation survey, market test survey, market experiment survey, etc.

There are several ways to determine the purpose of market research:

Analyze the objectives and tasks of the market strategy, determine the content and direction of market research support and services.

Analyze the changes and impacts of the market environment and determine the content and direction of the response and adaptation of market research.

Analyze the lack of market information and demand, and determine the content and direction of market research supplement and satisfaction.

Analyze the existence and resolution of market problems, and determine the content and direction of market research findings and solutions.

There are several considerations and suggestions for determining the purpose of market research:

Avoid the purpose of market research is too vague, extensive, complex, impractical, etc., in order to improve the operability and feasibility of market research.

Avoid the purpose of market research and the objectives of the market strategy is inconsistent, irrelevant, not supported, etc., in order to improve the effectiveness and value of market research.

Avoid the objective of market research by subjective biases, assumptions, expectations, etc., in order to improve the objectivity and impartiality of market research.

Avoid the mismatch between the purpose of market research and changes in the market environment, the demand for market information, and the resolution of market problems, so as to improve the adaptability and flexibility of market research.

2. Design Market Research Program

The plan of market research refers to the plan and arrangement of market research, which is the guidance of the implementation and execution of market research. The program of market research includes the design and arrangement of the scope, methods, tools, data, analysis, reports, etc. The program of market research needs to conform to the principles, standards and norms of market research, and also needs to consider the characteristics, environment and conditions of market research to ensure the feasibility, effectiveness and value of market research. Therefore, designing a market research program is the second and important step in the process and steps of market research.

There are several ways to design a market research program:

Determine the scope of the market survey, that is, determine the object and content of the market survey, as well as the sample and sampling of the market survey.

Select the method of market research, that is, to determine the methods and procedures of market research, as well as the quantitative or qualitative methods of market research.

Use market research tools, I .e., identify market research instruments and materials, as well as market research questionnaires, interview guides, observation sheets, etc.

Collecting data for market research, I .e. identifying information and evidence for market research, as well as primary or secondary data for market research.

Analyze the results of market research, I .e., identify market research findings andConclusion, and descriptive, relational, differential, exploratory results of market research.

Write the report of the market research, that is, to determine the summary and display of the market research, as well as the brief, detailed and visual report of the market research.

3. Design Market Research Program

The plan of market research refers to the plan and arrangement of market research, which is the guidance of the implementation and execution of market research. The program of market research includes the design and arrangement of the scope, methods, tools, data, analysis, reports, etc. The program of market research needs to conform to the principles, standards and norms of market research, and also needs to consider the characteristics, environment and conditions of market research to ensure the feasibility, effectiveness and value of market research. Therefore, designing a market research program is the third and important step in the process and steps of market research.

There are several ways to design a market research program:

Determine the scope of the market survey, that is, determine the object and content of the market survey, as well as the sample and sampling of the market survey.

Select the method of market research, that is, to determine the methods and procedures of market research, as well as the quantitative or qualitative methods of market research.

Use market research tools, I .e., identify market research instruments and materials, as well as market research questionnaires, interview guides, observation sheets, etc.

Collecting data for market research, I .e. identifying information and evidence for market research, as well as primary or secondary data for market research.

Analyze the results of market research, I .e., determine the findings and conclusions of the market research, as well as the descriptive, relational, differentiated, and exploratory results of the market research.

Write the report of the market research, that is, to determine the summary and display of the market research, as well as the brief, detailed and visual report of the market research.

There are the following considerations and suggestions for designing market research programs:

Avoid the market research program is too complex, redundant, imperfect, unreasonable, etc., in order to improve the efficiency and accuracy of market research.

Avoid inconsistencies, mismatches, or support between the market survey program and the purpose, methods, data, and results of the market survey in order to improve the effectiveness and value of the market survey.

Avoid market research programs that are influenced by subjective biases, assumptions, expectations, etc., in order to improve the objectivity and impartiality of market research.

Avoid the incompatibility, inflexibility and non-optimization of the market survey plan with the resources, conditions and environment of the market survey, so as to improve the feasibility and adaptability of the market survey.

4. the process of conducting market research

The process of market research refers to the steps and procedures of market research, which is the implementation and execution of market research. The process of market research includes the use of market research tools, the collection of data, the conduct of analysis, and the writing of reports. The process of market research needs to follow the scheme and principles of market research, and it also needs to be adjusted and improved according to the situation and feedback of market research to ensure the efficiency and quality of market research. Therefore, the process of implementing market research is the fourth and important step of the process and steps of market research.

There are several ways to implement the market research process:

The use of market research tools, that is, according to the market research program and methods, the use of market research collection tools, analysis tools, reporting tools, etc., to collect, analyze and present market research data and results.

Collect market research data, that is, according to the plan and scope of market research, collect first-hand or second-hand data of market research to obtain market research information and evidence.

The analysis of market research, that is, according to the plan and objectives of market research, the descriptive, relational, differential and exploratory analysis of market research, in order to draw the findings of market research and.Conclusion。

Write a market research report, that is, according to the plan and format of the market research, write a brief, detailed and visual report of the market research to summarize and present the results and insights of the market research.

The considerations and suggestions for the implementation of the market research process are as follows:

Avoid the use of market research tools is not standardized, incorrect, ineffective, etc., in order to improve the quality and availability of market research data.

Avoid the collection of market research data is insufficient, unreliable, unrepresentative, ineffective, etc., in order to improve the integrity and consistency of market research data.

Avoid the analysis of market research is not rigorous, unreasonable, not significant, unstable, etc., in order to improve the credibility and reliability of the results of market research.

Avoid writing market research reports that are not clear, concise, not powerful, not interesting, etc., in order to improve the attractiveness and influence of market research reports.

5. assess the effectiveness of market research

The effect of market research refers to the results and value of market research, which is the evaluation and feedback of market research. The effect of market research determines the improvement and optimization of market research and affects the interests and value of market research. Therefore, assessing the effectiveness of market research is the fifth and key step in the process and steps of market research.

There are several ways to assess the effectiveness of market research:

Evaluate the quality of the market survey data, that is, evaluate the completeness, consistency, representativeness, validity, accuracy, etc. of the market survey data to check and organize the market survey data.

Evaluate the credibility of the results of the market survey, that is, evaluate the rationality, reliability, stability, significance, etc. of the results of the market survey to verify and support the results of the market survey.

Evaluate the attractiveness of the market research report, I .e., evaluate the clarity, simplicity, power, interest, etc. of the market research report to improve the attractiveness and impact of the market research report.

Evaluate the value of market research insights, that is, evaluate the significance, impact, enlightenment, suggestions, etc. of market research insights to improve the value and significance of market research insights.

6. assess the effectiveness of market research

The effect of market research refers to the results and value of market research, which is the evaluation and feedback of market research. The effect of market research determines the improvement and optimization of market research and affects the interests and value of market research. Therefore, assessing the effectiveness of market research is the sixth and key step in the process and steps of market research.

There are several ways to assess the effectiveness of market research:

Evaluate the quality of the market survey data, that is, evaluate the completeness, consistency, representativeness, validity, accuracy, etc. of the market survey data to check and organize the market survey data.

Evaluate the credibility of the results of the market survey, that is, evaluate the rationality, reliability, stability, significance, etc. of the results of the market survey to verify and support the results of the market survey.

Evaluate the attractiveness of the market research report, I .e., evaluate the clarity, simplicity, power, interest, etc. of the market research report to improve the attractiveness and impact of the market research report.

Evaluate the value of market research insights, that is, evaluate the significance, impact, enlightenment, suggestions, etc. of market research insights to improve the value and significance of market research insights.

There are several considerations and suggestions for assessing the effectiveness of market research:

Avoid the evaluation of the quality of market research data is not comprehensive, objective, inaccurate, etc., in order to improve the quality and availability of market research data.

Avoid the evaluation of the credibility of the results of the market survey is not rigorous, unreasonable, not significant, unstable, etc., in order to improve the credibility and reliability of the results of the market survey.

Avoid the evaluation of the attractiveness of the market research report is not clear, not concise, not strong, not interesting, etc., in order to improve the attractiveness and influence of the market research report.

Avoid the evaluation of the value of market research insight is not practical, not specific, not operation, not construction, etc., in order to improve the value and significance of market research insight.

Summary

From the point of view of experts, this paper introduces in detail the contents, methods, precautions and suggestions of the process and steps of market research to help you do a good job in market research. The process and steps of market research are the core of market research and the guarantee of the quality and effect of market research. The process and steps of market research include determining the purpose of market research, designing the plan of market research, selecting the method of market research, using the tools of market research, collecting the data of market research, analyzing the results of market research, writing the report of market research, etc. Only by understanding the process and steps of market research, as well as the use of professional and scientific methods of market research, can market research be more professional and in-depth, more accurate and effective, more meaningful and valuable.