1. skills in setting survey objectives

Survey objectives refer to the questions or objectives of the market survey, as well as the scope and focus of the market survey. The techniques for setting survey objectives include the following:

Clear survey needs: survey needs refer to the motivation and purpose of market research, as well as the value and significance of market research. A clear survey needs are the premise and basis for the development of survey objectives, and different survey needs require different survey objectives. For example, if the survey demand is to understand the current situation and trends of the market, then the objective of the survey should be to describe and predict the size, structure, changes, etc. of the market; if the survey demand is to assess the opportunities and threats of the market, then the objective of the survey should be to analyze and evaluate the potential, risks, competition, etc. of the market.

Determine the scope of the survey: the scope of the survey refers to the scope and boundaries of the market, customers, competitors and environment involved in the market survey. Determining the scope of investigation is the basis and standard for formulating investigation objectives, and different investigation scopes have different investigation objectives. For example, if the scope of the survey is the national furniture market, then the survey target should be comprehensive and macro; if the scope of the survey is the furniture market in a certain region, then the survey target should be specific and micro.

Select the focus of the survey: the focus of the survey refers to the main issues and aspects of market research. The choice of survey focus is the means and tools to develop survey objectives, and different survey focuses have different survey objectives. For example, if the survey focuses on market demand and supply, then the survey objective should be to identify and predict market demand, supply, gaps, etc.; if the survey focuses on market segmentation and positioning, then the survey objective should be to identify and classify market segments, target markets, positioning strategies, etc.

2. skills in formulating survey questions

Survey questions refer to the specific questions to be answered and solved by market research, and are the concretization and refinement of the objectives of the survey. The techniques for developing survey questions include the following:

Follow the principle of investigation: the principle of investigation refers to the basic rules and standards followed by market research, such as scientificity, objectivity, systematicness, feasibility, etc. Following the principles of investigation is the premise and basis for formulating investigation questions, and questions that do not conform to the principles of investigation should be excluded or modified. For example, if the survey question is subjective, vague, biased, unquantifiable, etc., then it does not conform to the survey principle and should be excluded or modified.

Reference survey content: survey content refers to the content and form of information to be collected and analyzed by market research, such as qualitative or quantitative, subjective or objective, direct or indirect, etc. Reference survey content is the basis and standard for formulating survey questions, and different survey content requires different survey questions. For example, if the content of the survey is qualitative, then the survey questions should be open, exploratory, descriptive, etc., and if the content of the survey is quantitative, then the survey questions should be closed, confirmatory, explanatory, etc.

Combined with survey methods: Survey methods refer to the techniques and tools used in market research to collect and analyze information, such as questionnaires, interviews, focus groups, experiments, observations, case studies, etc. The combination of survey methods is the means and tools to develop survey questions, and different survey methods have different survey questions. For example, if the survey method is a questionnaire, then the survey questions should be simple, clear, easy to answer, etc.; if the survey method is an interview, then the survey questions should be in-depth, flexible, easy to guide, etc.

3. case analysis

In order to better illustrate the skills of formulating survey objectives and questions, this article will analyze a specific case. Suppose a consulting company is commissioned by a furniture company to conduct a research on the furniture market. The demand for the research is to understand the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, and to provide reference for furniture companies to make business decisions. So, how should the consulting firm develop effective investigative objectives and questions?

First, the techniques for setting survey objectives are as follows:

Clear survey needs: According to the needs of the survey, it can be determined that the survey needs are to understand the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, and to provide reference for furniture companies to make business decisions.

Determine the scope of the survey: According to the content of the survey, it can be determined that the scope of the survey is the national furniture market, including furniture consumers, furniture products, furniture competitors and furniture market environment.

Select the focus of the survey: According to the requirements of the survey, it can be determined that the focus of the survey is the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, that is, to understand the basic information, purchase behavior, usage, satisfaction, and loyalty of furniture consumers. And so on, as well as the scale, structure, change, potential, risk, competition, etc.

Secondly, the techniques for formulating survey questions are as follows:

Follow the principle of investigation: According to the principle of investigation, it can be determined that the investigation question should be scientific, objective, systematic, feasible, etc., that is, it must meet the requirements of logic, facts, completeness, and quantifiability.

Reference survey content: According to the survey content, it can be determined that the survey content is quantitative, objective, direct, etc., that is, to collect and analyze the data and indicators of furniture consumers and furniture market.

Combined with survey methods: Survey methods refer to the techniques and tools used in market research to collect and analyze information, such as questionnaires, interviews, focus groups, experiments, observations, case studies, etc. The combination of survey methods is the means and tools to develop survey questions, and different survey methods have different survey questions. For example, if the survey method is a questionnaire, then the survey questions should be simple, clear, easy to answer, etc.; if the survey method is an interview, then the survey questions should be in-depth, flexible, easy to guide, etc.

4. case analysis

In order to better illustrate the skills of formulating survey objectives and questions, this article will analyze a specific case. Suppose a consulting company is commissioned by a furniture company to conduct a research on the furniture market. The demand for the research is to understand the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, and to provide reference for furniture companies to make business decisions. So, how should the consulting firm develop effective investigative objectives and questions?

First, the techniques for setting survey objectives are as follows:

Clear survey needs: According to the needs of the survey, it can be determined that the survey needs are to understand the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, and to provide reference for furniture companies to make business decisions.

Determine the scope of the survey: According to the content of the survey, it can be determined that the scope of the survey is the national furniture market, including furniture consumers, furniture products, furniture competitors and furniture market environment.

Select the focus of the survey: According to the requirements of the survey, it can be determined that the focus of the survey is the needs and preferences of furniture consumers, as well as the opportunities and competition in the furniture market, that is, to understand the basic information, purchase behavior, usage, satisfaction, and loyalty of furniture consumers. And so on, as well as the scale, structure, change, potential, risk, competition, etc.

Secondly, the techniques for formulating survey questions are as follows:

Follow the principle of investigation: According to the principle of investigation, it can be determined that the investigation question should be scientific, objective, systematic, feasible, etc., that is, it must meet the requirements of logic, facts, completeness, and quantifiability.

Reference survey content: According to the survey content, it can be determined that the survey content is quantitative, objective, direct, etc., that is, to collect and analyze the data and indicators of furniture consumers and furniture market.

Combined with the survey method: according to the survey method, it can be determined that the survey method is questionnaire survey and interview, that is, to collect and analyze the data and information of furniture consumers and furniture market through designing reasonable questions and options, as well as in-depth communication and exchange.

Finally, according to the survey objectives and questions, the following questionnaire and interview outline can be designed:

Questionnaire survey:

Survey object: furniture consumer

Survey content: basic information of furniture consumers, purchase behavior, usage, satisfaction, loyalty, etc.

Survey questions:

Basic information: your gender, age, income, occupation, family status, etc.

Purchase behavior: the frequency, amount, channel, brand, type, style, function, etc. of your furniture purchase

Usage: your purpose, scene, duration, feelings, problems, etc. of using furniture

Satisfaction: your overall satisfaction with the furniture, all aspects of satisfaction, improvement opinions, etc.

Loyalty: your willingness to repeat the purchase of furniture, recommend, exchange willingness, etc.

Interview survey:

Survey object: furniture consumer

Survey: Furniture consumer needs and preferences, as well as opportunities and competition in the furniture market

Survey questions:

Needs and preferences: What are your needs and preferences for furniture? What do you value most when choosing furniture? What are your expectations and requirements for your home?

Opportunities and competition: What opportunities and threats do you think the furniture market has? What advantages and disadvantages do you think the furniture market has? What competitors and partners do you think the furniture market has?

Conclusion

Market research is the process of collecting, analyzing and interpreting information about the market, customers, competitors and the environment to help companies make better business decisions. The strategy of market research refers to the selection and combination of the objectives, contents, methods and methods of market research in order to achieve the best results of market research. This paper introduces how to formulate effective investigation objectives and problems according to the needs, conditions and principles of market research, so as to improve the quality and efficiency of market research. The techniques for developing survey objectives and questions include the following:

Tips for setting survey objectives: clear survey needs, determine the scope of the survey, and select the focus of the survey.

Skills for formulating survey questions: follow survey principles, refer to survey content, and combine survey methods.