1. skills in selecting respondents

Survey objects refer to the subjects or groups concerned and studied by market research, such as customers, competitors, suppliers, distributors, government, media, etc. The skills of selecting survey subjects mainly include the following aspects:

Clarify the purpose of the survey: the purpose of the survey refers to the question or objective of the market survey, as well as the scope and focus of the market survey. Clarifying the purpose of the survey is the premise and basis for selecting the survey object, and different survey objects are required for different survey purposes. For example, if the purpose of the survey is to understand the needs and expectations of customers, then the survey should be the customer; if the purpose of the survey is to analyze the strategies and strengths of competitors, then the survey should be the competitor.

Determine the type of survey object: The type of survey object refers to the nature and characteristics of the survey object, such as individual or organization, existing or potential, general or special, etc. Determining the type of survey object is the basis and standard for selecting the survey object, and different types of survey object have different survey value and difficulty. For example, if the survey is an individual, the survey value may be higher, but the survey is also more difficult; if the survey is an organization, the survey value may be lower, but the survey is also less difficult.

The method of selecting the survey object: the method of the survey object refers to the method of extracting a part of the survey object as the actual object of the survey, such as a comprehensive survey or sample survey, random sampling or non-random sampling. The method of selecting the survey object is the means and tools for selecting the survey object, and different survey object methods have different survey effects and costs. For example, if the total number of respondents is small, then a comprehensive survey method can be used; if the total number of respondents is large, then a sample survey method can be used.

2. Tips for Choosing a Survey

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 skills of choosing the survey method mainly include the following aspects:

Consider the characteristics of survey information: The characteristics of survey information refer to the content and form of survey information, such as qualitative or quantitative, subjective or objective, direct or indirect, etc. Considering the characteristics of survey information is the premise and basis for selecting survey methods, and different survey information characteristics require different survey methods. For example, if the survey information is qualitative, interviews or focus groups can be used; if the survey information is quantitative, questionnaires or experiments can be used.

Evaluate the advantages and disadvantages of the survey method: the advantages and disadvantages of the survey method refer to the effect and efficiency of the survey method, such as accuracy, reliability, validity, rationality, etc. The evaluation of the advantages and disadvantages of the survey method is the basis and criteria for selecting the survey method, and different survey methods have different advantages and disadvantages. For example, if the accuracy and reliability of the survey method are high, then experiments or observations can be used; if the validity and rationality of the survey method are high, then questionnaires or case studies can be used.

Limitations of comprehensive investigation conditions: Limitations of investigation conditions refer to various factors and circumstances in the investigation process, such as time, cost, resources, technology, law, etc. The limitation of comprehensive investigation conditions is the means and tools to choose the investigation method, and different investigation conditions have different effects. For example, if the survey time is tight, online access or mailed questionnaires can be used; if the survey cost is low, telephone interviews or home interviews can be used.

3. case analysis

In order to better illustrate the skills of selecting survey objects and methods, this article will analyze a specific case. Suppose a consulting company is commissioned by a furniture enterprise to conduct a research on the furniture market, the purpose of which 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 enterprises to make business decisions. So, the consulting firm should be how to choose the right survey object and method?

First, the tips for selecting respondents are as follows:

Clarify the purpose of the survey: according to the purpose of the survey, it can be determined that the survey object is furniture consumers, that is, individuals or families who buy or use furniture.

Determine the type of the survey object: according to the content of the survey, it can be determined that the type of the survey object is the existing, general furniture consumers, that is, individuals or families who have purchased or used furniture, excluding potential and special furniture consumers, such as individuals or families with purchase intention in the future, or individuals or families with special needs or preferences.

The method of selecting the survey object: According to the scope of the survey, the method of determining the survey object is a sample survey, that is, a part of the total of furniture consumers is extracted as the actual object of the survey. Specific sampling methods can be selected according to the requirements and conditions of the survey, such as stratified sampling, group sampling, convenient sampling, etc.

Secondly, the techniques for choosing the survey method are as follows:

Consider the characteristics of the survey information: according to the content of the survey, it can be determined that the characteristics of the survey information are quantitative, objective and direct, that is, the basic information, purchase behavior, usage, satisfaction, loyalty and other data of furniture consumers need to be collected and analyzed.

Limitations of comprehensive investigation conditions: Limitations of investigation conditions refer to various factors and circumstances in the investigation process, such as time, cost, resources, technology, law, etc. The limitation of comprehensive investigation conditions is the means and tools to choose the investigation method, and different investigation conditions have different effects. For example, if the survey time is tight, online access or mailed questionnaires can be used; if the survey cost is low, telephone interviews or home interviews can be used.

4. case analysis

In order to better illustrate the skills of selecting survey objects and methods, this article will analyze a specific case. Suppose a consulting company is commissioned by a furniture enterprise to conduct a research on the furniture market, the purpose of which 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 enterprises to make business decisions. So, the consulting firm should be how to choose the right survey object and method?

First, the tips for selecting respondents are as follows:

Clarify the purpose of the survey: according to the purpose of the survey, it can be determined that the survey object is furniture consumers, that is, individuals or families who buy or use furniture.

Determine the type of the survey object: according to the content of the survey, it can be determined that the type of the survey object is the existing, general furniture consumers, that is, individuals or families who have purchased or used furniture, excluding potential and special furniture consumers, such as individuals or families with purchase intention in the future, or individuals or families with special needs or preferences.

The method of selecting the survey object: According to the scope of the survey, the method of determining the survey object is a sample survey, that is, a part of the total of furniture consumers is extracted as the actual object of the survey. Specific sampling methods can be selected according to the requirements and conditions of the survey, such as stratified sampling, group sampling, convenient sampling, etc.

Secondly, the techniques for choosing the survey method are as follows:

Consider the characteristics of the survey information: according to the content of the survey, it can be determined that the characteristics of the survey information are quantitative, objective and direct, that is, the basic information, purchase behavior, usage, satisfaction, loyalty and other data of furniture consumers need to be collected and analyzed.

Evaluate the advantages and disadvantages of the survey method: According to the requirements of the survey, it can be determined that the advantages and disadvantages of the survey method are accuracy, reliability, validity, rationality, etc. In order to ensure the accuracy and reliability of the survey method, a questionnaire survey can be used to collect objective and direct data of furniture consumers by designing reasonable questions and options. In order to ensure the effectiveness and rationality of the survey method, interviews can be used to collect subjective and indirect data of furniture consumers through in-depth communication and exchange with furniture consumers.

Limitations of comprehensive survey conditions: According to the conditions of the survey, it can be determined that the limitations of the survey conditions are time, cost, resources, technology, law, etc. In order to save survey time and cost, you can use online access or mail questionnaires, through the network or mail, to send questionnaires to furniture consumers, and collect responses. In order to make full use of survey resources and technology, telephone interviews or door-to-door interviews can be used to interview furniture consumers and record the contents by telephone or on-site. In order to comply with the laws and ethics of the investigation, voluntary participation or random sampling can be used to conduct the investigation and protect their privacy and rights and interests by obtaining the consent of furniture consumers or randomly selecting a certain proportion of furniture consumers.

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 success of market research depends to a large extent on the choice of survey objects and methods. The survey object refers to the main body or group concerned and studied by the market survey, and the survey method refers to the technology and tools used to collect and analyze information in the market survey. This paper introduces how to select the appropriate survey objects and methods according to the purpose, object, information and conditions of market research in order to improve the effectiveness and efficiency of market research. The skills of selecting survey objects and methods mainly include the following aspects:

Tips for selecting survey objects: clarify the purpose of the survey, determine the type of survey object, and select the method of survey object.

Tips for choosing survey methods: consider the characteristics of survey information, evaluate the advantages and disadvantages of survey methods, and synthesize the limitations of survey conditions.