一、市场调查人员需要具备的能力

市场调查是一种系统、有目的、有计划地收集、记录、分析与市场相关的信息的过程。 市场调查人员是市场调查活动的主要执行者，他们需要具备以下几方面的能力：

（1）数据收集能力。 数据是市场调查的基础，数据收集能力是指市场调查人员能够根据研究目的和问题，选择合适的数据来源、数据类型、数据方法和数据工具，有效地获取所需的数据。 数据收集能力包括以下几个方面：

Ability to select data sources. Market research data can be divided into first-hand data and second-hand data, first-hand data refers to the market researchers directly from the survey object or phenomenon to obtain the original data, second-hand data refers to the data that already exists in various channels. Market researchers need to consider whether to use first-hand or second-hand data, or a combination of both, depending on the research objectives, research content, research cost, research time, and other factors.

Data type selection capability. Market research data can be divided into quantitative data and qualitative data, quantitative data refers to data that can be expressed or analyzed by numerical or statistical methods, and qualitative data refers to data that cannot be expressed or analyzed by numerical or statistical methods. Market researchers need to consider whether to use quantitative or qualitative data, or a combination of both, depending on the research question, research methodology, depth of research, and other factors.

Data method selection capability. Market research methods can be divided into copywriting research, field research and special research. Copy research is mainly the collection, collation and analysis of second-hand data; field research can be divided into inquiry method, observation method and experimental method; special research has fixed samples, retail store sales, consumer investigation group and other continuous field investigation; projection method, speculation test method, semantic difference method and other purchase motivation investigation;CATS计算机调查等形式。 市场调查人员需要根据研究目标、研究内容、研究对象等因素，综合考虑使用哪种或哪几种市场调研方法。

数据工具选择能力。 市场调查工具是指用于收集、记录、处理和分析数据的各种仪器或软件。 市场调查工具包括问卷设计工具、访谈指南工具、录音录像设备工具、统计分析软件工具、数据可视化软件工具等。 市场调查人员需要根据数据类型、数据方法、数据质量等因素，综合考虑使用哪种或哪几种市场调查工具。

（2) Data analysis ability. Data analysis is the core of market research, data analysis ability refers to the market researchers can according to the research purpose and problem, the use of appropriate data analysis methods and techniques, effective processing and interpretation of data, to obtain valuable.Conclusion和建议。 数据分析能力包括以下几个方面：

数据清洗能力。 数据清洗是指对收集到的原始数据进行检查、纠正、删除或补充，以提高数据的质量和可用性。 数据清洗能力包括识别和处理缺失值、异常值、重复值、不一致值等问题，以及进行数据转换、数据规范化、数据整合等操作。

Data description ability. Data description refers to the summary and presentation of data in order to observe and understand the characteristics and distribution of the data. Data description capabilities include the use of descriptive statistical methods (e. g., mean, standard deviation, frequency, percentage, etc.) and charting methods (e. g., bar charts, pie charts, scatter plots, box plots, etc.) to present basic information about the data.

Data inference capability. Data inference refers to the reasoning and judgment of data in order to find the relationship and law between the data. Data inference capabilities include the use of inferential statistical methods (e. g., hypothesis testing, correlation analysis, regression analysis, etc.) and machine learning methods (e. g., cluster analysis, classification analysis, association rule mining, etc.) to explore the intrinsic structure and meaning of the data.

Data communication skills. Data communication refers to the summary and interpretation of the results of data analysis in order to convey effective information and suggestions to decision makers or customers. Data communication skills include the use of report writing methods (e. g. logical structure, language expression, format specification, etc.) and report presentation methods (e. g.PPTproduction, oral presentations, interactive discussions, etc.) to show the process and conclusions of the data analysis.

（3) Market insight capabilities. Market insight is the goal of market research, market insight ability means that market researchers can find valuable market opportunities or problems from a large amount of data and information according to the research purpose and problem, and put forward creative market strategies or solutions. Market insight capabilities include the following:

市场敏感度。 市场敏感度是指对市场变化和消费者需求有敏锐的觉察和反应。 市场敏感度包括关注市场动态、了解消费者心理、捕捉消费者痛点等能力。

市场创造性。 市场创造性是指对市场机会或问题有独特的见解和想法。 市场创造性包括发现市场空白、提出市场假设、构思市场方案等能力。

The logic of the market. Market logic refers to the market strategy or program has a clear idea and argument. Market logic includes the ability to analyze the market environment, assess market feasibility, and develop market plans.

二、市场调查公司的人才培养模式

市场调查公司的人才培养是一个系统的过程，涉及到人才的选拔、培训、发展和管理等方面。 市场调查公司的人才培养模式可以分为以下几种：

（1) Internal training mode. The internal training model refers to the training of the market research company through its own training department or resources to provide employees with professional knowledge and skills. The advantage of the internal training model is that it can customize the training content and methods according to the actual needs and characteristics of the company, so as to improve the pertinence and effectiveness of the training. The disadvantage of the internal training model is that it may be limited by the company's resources and capabilities, and it is difficult to cover the knowledge and skills required by all employees.

（2) external cooperation mode. The external cooperation model refers to the cooperation between the market research company and external institutions or experts to provide employees with professional knowledge and skills training. The advantage of the external cooperation model is that it can provide more extensive and in-depth training content and methods with the help of external resources and experience, and improve the quality and level of training. The disadvantage of the external cooperation model is that it may increase the cost and risk of the company, and it is difficult to control the consistency and continuity of training.

（3) Project practice mode. Project practice mode refers to the training of practical experience and skills for employees by participating in actual projects or cases. The advantage of the project practice model is that it can combine theory and practice, provide a more real and effective learning environment, and improve the application and conversion rate of training. The disadvantage of the project practice model is that it may be limited by the quantity and quality of the project or case, and it is difficult to ensure that all employees have the opportunity to participate.

（4）个性化发展模式。 个性化发展模式是指市场调查公司根据员工的个人特点和职业规划，为员工提供定制化地发展路径和支持。 个性化发展模式的优点是可以充分考虑员工的差异性和潜力，提供更灵活和多样化地发展机会，提高员工的满意度和忠诚度。 个性化发展模式的缺点是可能增加公司的管理复杂度和成本，难以保证所有员工都得到公平和有效地对待。

Talent Incentive and Retention Strategies for 3. Market Research Companies

Market research companies should not only pay attention to the cultivation of talents, but also pay attention to the incentive and retention of talents. The talent incentive and retention strategies of market research companies can be divided into the following categories:

（1) Compensation and benefits strategy. Compensation and welfare strategy refers to the market research company through the provision of competitive compensation, benefits, bonuses and other ways to motivate employees to work enthusiasm and loyalty. The advantage of salary and welfare strategy is that it can directly meet the material needs and safety needs of employees, and improve the satisfaction and stability of employees. The disadvantage of the compensation and benefits strategy is that it may increase the cost pressure on the company and is difficult to maintain in the long term.

（2) Career development strategies. Career development strategy refers to the market research company by providing promotion opportunities, training opportunities, job transfer opportunities, etc., to stimulate employees' growth potential and career planning. The advantage of career development strategy is that it can stimulate employees' self-realization needs and sense of achievement, and improve employees' motivation and loyalty. The disadvantage of career development strategy is that it may increase the complexity of the company's management and make it difficult to meet the expectations of all employees.

（3) Work environment strategy. Work environment strategy refers to the market research company by providing a comfortable office environment, a harmonious team atmosphere, a fair evaluation system, etc., to encourage employees' job satisfaction and sense of belonging. The advantage of working environment strategy is that it can meet the social needs and respect needs of employees, and improve the happiness and loyalty of employees. The strategic disadvantage of the work environment is that it may increase the company's investment costs and make it difficult to ensure that all employees are satisfied.

（4）文化价值策略。 文化价值策略是指市场调查公司通过传承和弘扬企业文化、价值观、使命愿景等方式，激励员工地认同感和责任感。 文化价值策略地优点是可以塑造员工地精神需求和道德感，提高员工地忠诚度和荣誉感。 文化价值策略地缺点是可能需要长期的培育和维护，难以立即见效。

Summary

The talent training of market research companies is a complex and important task, which involves the ability, mode, motivation and retention of talents. Market research companies need to consider various factors according to their actual situation and objectives, and formulate reasonable and effective talent training strategies to improve the quality and competitiveness of talents and provide customers with better market research services. At the same time, market research companies also need to pay attention to the incentive and retention of talents, stimulate the enthusiasm and loyalty of employees through various ways, and provide human resources support for the sustainable development of the company.