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Market Research Strategies: How to Develop Effective Survey Objectives and Questions

2024-07-18 10:32:09 来源：尚普咨询浏览量：0

一、制定调查目标的技巧

调查目标是指市场调查的问题或目标，以及市场调查的范围和重点。制定调查目标的技巧主要包括以下几个方面：

明确调查需求：调查需求是指市场调查的动机和目的，以及市场调查的价值和意义。明确调查需求是制定调查目标的前提和依据，不同的调查需求需要不同的调查目标。例如，如果调查需求是了解市场的现状和趋势，那么调查目标就应该是描述和预测市场的规模、结构、变化等；如果调查需求是评估市场的机会和威胁，那么调查目标就应该是分析和评价市场的潜力、风险、竞争等。

确定调查范围：调查范围是指市场调查所涉及的市场、客户、竞争对手和环境的范围和界限。确定调查范围是制定调查目标的依据和标准，不同的调查范围有不同的调查目标。例如，如果调查范围是全国的家具市场，那么调查目标就应该是全面和宏观的；如果调查范围是某地区的家具市场，那么调查目标就应该是具体和微观的。

选择调查重点：调查重点是指市场调查所关注和研究的主要问题和方面。选择调查重点是制定调查目标的手段和工具，不同的调查重点有不同的调查目标。例如，如果调查重点是市场的需求和供给，那么调查目标就应该是确定和预测市场的需求量、供给量、缺口等；如果调查重点是市场的细分和定位，那么调查目标就应该是识别和划分市场的细分市场、目标市场、定位策略等。

二、制定调查问题的技巧

调查问题是指市场调查所要回答和解决的具体问题，是调查目标的具体化和细化。制定调查问题的技巧主要包括以下几个方面：

遵循调查原则：调查原则是指市场调查所遵循的基本规则和标准，如科学性、客观性、系统性、可行性等。遵循调查原则是制定调查问题的前提和依据，不符合调查原则的问题应该被排除或修改。例如，如果调查问题是主观的、模糊的、偏颇的、不可量化的等，那么就不符合调查原则，应该被排除或修改。

参考调查内容：调查内容是指市场调查所要收集和分析的信息的内容和形式，如定性或定量，主观或客观，直接或间接等。参考调查内容是制定调查问题的依据和标准，不同的调查内容需要不同的调查问题。例如，如果调查内容是定性的，那么调查问题就应该是开放式的、探索性的、描述性的等；如果调查内容是定量的，那么调查问题就应该是封闭式的、验证性的、解释性的等。

结合调查方法：调查方法是指市场调查所采用的收集和分析信息的技术和工具，如问卷调查、访谈、焦点小组、实验、观察、案例分析等。结合调查方法是制定调查问题的手段和工具，不同的调查方法有不同的调查问题。例如，如果调查方法是问卷调查，那么调查问题就应该是简单的、清晰的、易于回答的等；如果调查方法是访谈，那么调查问题就应该是深入的、灵活的、易于引导的等。

3. case analysis

为了更好地说明制定调查目标与问题的技巧，本文将以一个具体的案例进行分析。假设某咨询公司受某家具企业的委托，进行一项关于家具市场的调研，调研的需求是了解家具消费者的需求和偏好，以及家具市场的机会和竞争，为家具企业提供经营决策的参考。那么，该咨询公司应该如何制定有效的调查目标与问题呢？

首先，制定调查目标的技巧如下：

明确调查需求：根据调研的需求，可以确定调查需求是了解家具消费者的需求和偏好，以及家具市场的机会和竞争，为家具企业提供经营决策的参考。

确定调查范围：根据调研的内容，可以确定调查范围是全国的家具市场，包括家具消费者、家具产品、家具竞争对手和家具市场环境等。

选择调查重点：根据调研的要求，可以确定调查重点是家具消费者的需求和偏好，以及家具市场的机会和竞争，即要了解家具消费者的基本信息、购买行为、使用情况、满意度、忠诚度等，以及家具市场的规模、结构、变化、潜力、风险、竞争等。

其次，制定调查问题的技巧如下：

遵循调查原则：根据调查原则，可以确定调查问题应该是科学的、客观的、系统的、可行的等，即要符合逻辑、事实、完整、可量化等要求。

参考调查内容：根据调查内容，可以确定调查内容是定量的、客观的、直接的等，即要收集和分析家具消费者和家具市场的数据和指标。

4. case analysis

首先，制定调查目标的技巧如下：

明确调查需求：根据调研的需求，可以确定调查需求是了解家具消费者的需求和偏好，以及家具市场的机会和竞争，为家具企业提供经营决策的参考。

确定调查范围：根据调研的内容，可以确定调查范围是全国的家具市场，包括家具消费者、家具产品、家具竞争对手和家具市场环境等。

其次，制定调查问题的技巧如下：

遵循调查原则：根据调查原则，可以确定调查问题应该是科学的、客观的、系统的、可行的等，即要符合逻辑、事实、完整、可量化等要求。

参考调查内容：根据调查内容，可以确定调查内容是定量的、客观的、直接的等，即要收集和分析家具消费者和家具市场的数据和指标。

结合调查方法：根据调查方法，可以确定调查方法是问卷调查和访谈，即要通过设计合理的问题和选项，以及进行深入的沟通和交流，来收集和分析家具消费者和家具市场的数据和信息。

最后，根据调查目标和问题，可以设计如下的问卷和访谈大纲：

问卷调查：

调查对象：家具消费者

调查内容：家具消费者的基本信息、购买行为、使用情况、满意度、忠诚度等

调查问题：

基本信息：您的性别、年龄、收入、职业、家庭状况等

购买行为：您购买家具的频率、金额、渠道、品牌、类型、风格、功能等

使用情况：您使用家具的目的、场景、时长、感受、问题等

满意度：您对家具的整体满意度、各方面满意度、改进意见等

忠诚度：您对家具的重复购买意愿、推荐意愿、换购意愿等

访谈调查：

调查对象：家具消费者

调查内容：家具消费者的需求和偏好，以及家具市场的机会和竞争

调查问题：

需求和偏好：您对家具的需求和偏好是什么？您在选择家具时最看重的是什么？您对家具有什么期待和要求？

机会和竞争：您认为家具市场有哪些机会和威胁？您认为家具市场有哪些优势和劣势？您认为家具市场有哪些竞争对手和合作伙伴？

Conclusion

市场调查是通过收集、分析和解释有关市场、客户、竞争对手和环境的信息，以帮助企业做出更好的经营决策的过程。市场调查的策略是指市场调查的目标、内容、方法和方式的选择和组合，以实现市场调查的最佳效果。本文介绍了如何根据市场调查的需求、条件和原则，制定有效的调查目标与问题，以提高市场调查的质量和效率。制定调查目标与问题的技巧主要包括以下几个方面：

制定调查目标的技巧：明确调查需求，确定调查范围，选择调查重点。

制定调查问题的技巧：遵循调查原则，参考调查内容，结合调查方法。

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