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 quality and effectiveness of market research depends on the design and arrangement of the market research programme, I .e. the purpose, 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. This paper introduces the strategies and methods of how to create a high-quality market research program, including clarifying the purpose of market research, determining the scope of market research, selecting market research methods, using market research tools, collecting market research data, analyzing the results of market research, writing market research reports, etc. This paper also puts forward some notes and suggestions on the market survey scheme to improve the quality and effect of the market survey scheme.

1. clarify 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, defining the purpose of market research is the first and critical step in creating a quality market research program.

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

Descriptive market research, that 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.

Diagnostic market research, that is, the diagnosis of market problems, causes, effects, consequences, etc., to find out the crux and difficulties of the market. For example, market satisfaction survey, market demand survey, market competition survey, etc.

Predictive market research, that 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 market research, 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 clarify 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.

2. determine the scope of market research

The scope of market research refers to the object and content of market research, and is the scope and depth of market research. The scope of market research determines the quantity and quality of market research data, which affects the selection and design of market research methods, tools, analysis, reports, etc. Therefore, determining the scope of market research is the second and important step in creating a quality market research program.

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

Overall market research, that is, a survey of the entire market or industry to understand the general situation and trends of the market or industry. For example, market size survey, market growth survey, market structure survey, etc.

A segmented market survey, that is, a survey of a segment or group of a market or industry to understand the characteristics and needs of the segment or group. For example, market segmentation surveys, target market surveys, consumer behavior surveys, etc.

Comparative market research, that is, a comparative survey of different areas or groups of a market or industry to understand the differences and advantages of the market or industry. For example, market competition survey, market opportunity survey, market satisfaction survey, etc.

Evaluated market research, that is, an evaluation survey of a certain area or group of market or industry to understand the effect and value of the market or industry. For example, market test survey, market effect survey, market value survey, etc.

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

Analyze the purpose and problems of market research, determine the focus and focus of market research, in order to narrow the scope and depth of market research.

Analyze the resources and conditions of market research, and determine the feasibility and limitations of market research to adapt to the scope and depth of market research.

Analyze the data and information of market research, determine the source and type of market research, in order to select the scope and depth of market research.

Analyze the benefits and value of market research and determine the significance and impact of market research to optimize the scope and depth of market research.

3. select the method of market research

The method of market research refers to the way and procedure of market research, which is the technology and specification of market research. The method of market research determines the efficiency and accuracy of market research and affects the selection and design of market research tools, data, analysis, reports, etc. Therefore, choosing a market research method is the third and critical step in creating a quality market research program.

The methods of market research are usually related to the purpose and scope of market research and can be divided into the following types:

Quantitative market research, that is, market research conducted using numerical and statistical methods to understand the quantity and regularity of the market. For example, questionnaire survey, experimental survey, observation survey, etc.

Qualitative market research, that is, market research conducted using words and descriptions to understand the quality and connotation of the market. For example, interview surveys, focus group surveys, case surveys, etc.

Hybrid market research, that is, market research that combines quantitative and qualitative methods to understand the market comprehensively and comprehensively. For example, trigonometric surveys, multi-method surveys, follow-up surveys, etc.

There are several ways to choose a market research method:

Analyze the purpose and scope of market research, determine the needs and characteristics of market research information and evidence, and select appropriate market research methods.

Analyze the resources and conditions of market research, determine the time and cost constraints and budget of market research, and select feasible methods of market research.

Analyze market research data and information to determine the availability and reliability of market research data in order to select effective market research methods.

Analyze the benefits and value of market research, determine the credibility and availability of market research results, and select the optimal market research method.

4. the use of market research tools

The tools of market research refer to the instruments and materials of market research, which are the support and guarantee of market research. The tools of market research determine the quality and effectiveness of market research and influence the selection and design of market research data, analysis, reports, etc. Therefore, the use of market research tools is the fourth and important step in creating a quality market research program.

The tools of market research are usually related to the methods of market research and can be divided into the following types:

Collection tools, I .e. tools used to collect data for market research, including questionnaires, interview guides, observation sheets, laboratory equipment, etc.

Analytical tools, I .e., tools used to analyze market research data, including statistical software, text analysis software, and charting software.

Reporting tools, I .e. tools used to write and present market research reports, including word processing software, slide production software, video production software, etc.

There are several ways to use market research tools:

Analyze market research methods and data, determine the functions and requirements of market research tools, in order to select the appropriate market research tools.

Analyze market research resources and conditions, determine the availability and cost of market research tools to select viable market research tools.

Analyze the benefits and value of market research, determine the effectiveness and impact of market research tools, in order to select the optimal market research tools.

Analyze the principles and standards of market research, determine the norms and quality of market research tools in order to use the right market research tools.

5. collection of market research data

The data of market research refers to the information and evidence of market research, which is the basis and resource of market research. The data of market research determines the reliability and validity of market research, and affects the selection and design of market research analysis, reports, etc. Therefore, collecting market research data is the fifth and important step in creating a quality market research program.

The data of market research is usually related to the methods and tools of market research, which can be divided into the following types:

First-hand data, that is, the data collected directly from the object and content of the market survey by the market researcher, including questionnaire data, interview data, observation data, experimental data, etc.

Secondary data, I .e. data collected indirectly by market researchers from other sources, including internal data, external data, public data, private data, etc.

There are several ways to collect market research data:

Design and produce market research tools, such as questionnaires, interview guides, observation forms, etc., to ensure the integrity and consistency of market research data.

Select and determine the sample of the market survey, such as the size, type, distribution, sampling method, etc., to ensure the representativeness and validity of the market survey data.

Implement and execute market research tools, such as issuing questionnaires, conducting interviews, conducting observations, etc., to ensure the collection and accuracy of market research data.

Check and organize market research data, such as cleaning up invalid data, handling missing data, coding classified data, etc., to ensure the quality and availability of market research data.

6. analyze the results of market research

The results of market research refer to the findings of market research andConclusion, is the value and significance of market research. The results of market research determine the insights and recommendations of market research, and affect the selection and design of market research reports. Therefore, analyzing the results of market research is the sixth and key step in creating a quality market research program.

The results of market research are usually related to the purpose and data of market research, and can be divided into the following types:

Descriptive results, I .e., descriptions and generalizations of market survey data, such as frequency, percentage, average, standard deviation, etc.

The result of relationship, that is, the analysis of the relationship and influence of market research data, such as correlation, regression, causality, etc.

The results of differences, I .e., the analysis of differences and comparisons of market research data, such as significance, analysis of variance, and multiple comparisons.

Exploratory results, I .e., the exploration of new areas and new concepts of market research data, such as cluster analysis, factor analysis, principal component analysis, etc.

There are several ways to analyze the results of market research:

Select and use market research analysis tools, such as statistical software, text analysis software, charting software, etc., to improve the efficiency and accuracy of market research analysis.

Select and use market research analysis methods, such as descriptive analysis, relational analysis, difference analysis, exploratory analysis, etc., to improve the effectiveness and value of market research analysis.

Interpret and understand the results of market research analysis, such as explaining the meaning and reasons of the results, understanding the impact and consequences of the results, in order to improve the credibility and usability of the analysis of market research.

Provide and support market research analytical insights and recommendations, such as providing insights and recommendations for results, supporting evidence and arguments for results, to enhance the significance and impact of market research analysis.

7. writing market research reports

The report of market research refers to the summary and display of market research, and is the transmission and communication of market research. The report of market research determines the image and reputation of market research and affects the interests and value of market research. Therefore, writing a market research report is the seventh and important step in creating a quality market research program.

Market research reports are usually related to the purpose and results of market research and can be divided into the following types:

A brief report, I .e. a simple and general report of the results of a market survey, suchAbstract, summary, briefing, etc.

A detailed report, I .e. a detailed and complete report on the results of a market survey, suchText, appendices, references, etc.

Visual reports, I .e. visual and dynamic reports of the results of market research, such as charts, pictures, videos, etc.

There are several ways to write a market research report:

Select and use market research reporting tools, such as word processing software, slide production software, video production software, etc., to improve the efficiency and quality of market research reports.

Select and use the report format of the market survey, such as the title,AbstractCatalogue,Text、Conclusionrecommendations, appendices, etc., to improve the norms and standards of market research reports.

Select and use market research report content, such as market research purpose, scope, methods, tools, data, analysis, results, insights, recommendations, etc., to improve the completeness and usefulness of market research reports.

Select and use market research reporting styles, such as objective, clear, concise, powerful, interesting, etc., to increase the attractiveness and impact of market research reports.

Conclusion

This paper introduces the strategies and methods of how to create a high-quality market research program, including clarifying the purpose of market research, determining the scope of market research, selecting market research methods, using market research tools, collecting market research data, analyzing the results of market research, writing market research reports, etc. This paper also puts forward some notes and suggestions on the market survey scheme to improve the quality and effect of the market survey scheme. The scheme of market research is the design and arrangement of market research, which is the decisive factor of the quality and effect of market research. 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. Only by creating a high-quality market research program can market research be more professional and in-depth, more accurate and effective, and more meaningful and valuable.