Methodology of 1. Market Research

The methodology of market research refers to a series of principles, steps and norms that guide market research activities. The methodology of market research mainly includes the following aspects:

1. Determine the purpose of the research

The purpose of research is the starting point and destination of market research, and is the basic direction and goal of guiding market research activities. The purpose of the research should be clear, specific, feasible and measurable, so as to facilitate the design of appropriate research programs and the selection of effective research methods. The purpose of research is usually related to the type and content of market research, such as market analysis, market forecasting, market testing, market satisfaction, market demand, market opportunities, market competition, etc. For example, a possible research purpose of the social network industry is to analyze the characteristics, behavior, needs and satisfaction of social network users, as well as the market size, growth rate, competitive landscape and development trend of social network platforms, and provide reference and suggestions for strategic decision-making and product innovation of social network enterprises.

2. Design research plan

The research plan is the specific plan and arrangement of market research, and is the blueprint and guide for the implementation of market research. The research plan should reasonably determine the scope, object, time, budget, personnel, responsibility and other elements of the research, as well as the methods, techniques, tools, processes and other details of the research according to the purpose of the research and available resources. The research program should be operable, controllable and flexible to facilitate the effective organization and execution of market research activities. For example, a possible research plan of the social network industry is: taking Chinese social network users as the research object, using quantitative and qualitative methods, collecting users' basic information, usage habits, demand preferences, satisfaction evaluation and other data through online questionnaires and in-depth interviews, and collecting market data and industry trends of social network platforms through desktop research and expert interviews, SPSS and NVivo software were used to clean, analyze and interpret the data, and the research report was written according to the analysis results, and the corresponding suggestions and strategies were put forward.

3. Select the research method

Research method is the core technology and means of market research, and it is the specific way and way to collect, analyze and explain market-related information. Research methods are usually divided into quantitative methods and qualitative methods, according to different research purposes and content, you can choose one or more research methods to combine and match, in order to improve the effectiveness and efficiency of the research. Quantitative methods rely primarily on numerical and statistical data to measure and evaluate the current state and changes in the market through quantitative indicators and criteria, such as questionnaires, experimental designs, and mathematical models. Qualitative methods rely primarily on written and linguistic data to explore and reveal the connotations and motivations of the market through subjective understanding and interpretation, such as interviews, observations, and case studies. For example, a possible research method for the social network industry is to use a combination of questionnaires and interviews to collect quantitative data such as basic information, usage habits, demand preferences, and satisfaction evaluations of social network users through questionnaires, and collect qualitative data such as deep motivations, feelings, experiences, and suggestions of social network users through interviews, so as to fully understand the characteristics and behaviors of social network users.

4. Collecting and processing data

Data is the basis and basis of market research and is the key element to support the results of market research. The collection and processing of data is an important part of market research, which directly affects the quality and effect of market research. Data collection should be based on research programs and research methods, targeted selection of appropriate data sources, data types, data tools, data channels, etc., to ensure the validity, reliability and representativeness of the data. Data processing should be based on the characteristics and needs of the data, the use of reasonable data technology, data methods, data software, etc., the data cleaning, sorting, coding, classification, summary, conversion and other operations, in order to improve the availability of data, standardization and consistency. For example, a possible data collection and processing in the social network industry is to use an online questionnaire platform and recording equipment to collect questionnaire data and interview data respectively, to use SPSS software to clean, encode, describe, analyze, analyze and factor the questionnaire data, and to use NVivo software to sort out, classify, encode, analyze and analyze the interview data.

5. Analyze and interpret results

The result is the purpose and product of market research, and it is the key element to show the value of market research. The analysis and interpretation of the results is the final link of market research, which is the in-depth excavation and interpretation of market-related information. The analysis of the results should be based on the characteristics and needs of the data, the use of appropriate analysis techniques, analysis methods, analysis models, etc., the data induction, comparison, attribution, inference and other operations, in order to reveal the laws, trends, differences, effects of the data. The interpretation of the results should be based on the purpose and content of the research, the use of appropriate interpretation theory, interpretation framework, interpretation logic, etc., to explain the results of the analysis, evaluation, recommendations and other operations, in order to express the meaning of the results, significance, enlightenment. For example, one possible outcome analysis and interpretation of the social networking industry is:

-Through factor analysis, it is found that the demand preferences of social network users can be summarized into four main factors, namely, social needs, information needs, entertainment needs and identity needs, which explain 68.5 percent of the total variance, indicating high reliability and validity.

-Through thematic analysis, it is found that the satisfaction evaluation of social network users can be divided into five main themes, namely, function, content, interface, security and service. These five themes cover users' evaluation and feedback on all aspects of social network platform.

-Through correlation analysis, it is found that there is a certain positive correlation between the demand preference and satisfaction evaluation of social network users, that is, the more the user's needs can be met by the social network platform, the higher the user's satisfaction, and vice versa.

-Through content analysis, it is found that the deep motivations and feelings of social network users mainly include the following aspects: social network is a bridge connecting oneself and others, which can increase social support and sense of belonging; social network is a kind of acquisition and sharing Information channels can broaden horizons and knowledge; social networks are a way of entertainment and relaxation, which can relieve stress and anxiety; social network is a platform to show and shape the self, which can improve self-confidence and self-esteem.

-Through expert interviews, it is found that the market size and growth rate of social network platforms show a stable upward trend, which is mainly affected by the following factors: the popularity and convenience of social networks make more and more people use social networks to communicate and communicate; the diversity and innovation of social networks enable different users to find suitable social network platforms and functions; the sociality and influence of social networks, social network has become an important social and cultural phenomenon, affecting people's lives and values.

-Through desktop research, it is found that the competition pattern and development trend of social network platforms are mainly manifested in the following aspects: the competition between social network platforms is becoming increasingly fierce, and continuous innovation and optimization are needed to attract and retain users; Social network platforms need to pay attention to users' privacy and security issues to protect users' rights and interests and trust; Social network platforms need to adapt to different market and cultural environments, to expand and consolidate market share; social networking platforms need cross-border cooperation with other industries and fields to achieve diversified and value-added development.

According to the analysis and interpretation of the results, this paper puts forward the following suggestions and strategies:

Social network companies should fully understand and meet the different needs and preferences of users, and provide personalized and customized social network services to improve user loyalty and stickiness.

Social network enterprises should continuously improve and optimize the functions, content, interface, security and services of social network platforms to improve user satisfaction and word-of-mouth.

Social network companies should pay attention to and explore the deep motivation and feelings of users, and provide a more humane and emotional social network experience to enhance users' sense of belonging and identity.

Social network companies should grasp and use the market size and growth rate of social network platforms to improve their market share and competitiveness.

Social network enterprises should respond to and adapt to the competition pattern and development trend of social network platform, innovate and change, in order to achieve the sustainable development of social network platform.

Taking the social network industry as an example, this paper introduces the methodology and practice of market research, and shows the value and significance of market research in combination with some cases of Shangpu Consulting Company. Market research is an important management tool and decision support, which can help enterprises or organizations understand and adapt to the changes and needs of the market, improve their competitive advantage and development potential. The methodology and practice of market research is the foundation and core of market research, which needs to be continuously studied and improved to improve the quality and effectiveness of market research.