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Market research skills: how to choose the right survey object and method

2024-07-18 10:32:09 来源：尚普咨询浏览量：0

一、选择调查对象的技巧

调查对象是指市场调查所关注和研究的主体或群体，如客户、竞争对手、供应商、分销商、政府、媒体等。选择调查对象的技巧主要包括以下几个方面：

明确调查目的：调查目的是指市场调查的问题或目标，以及市场调查的范围和重点。明确调查目的是选择调查对象的前提和依据，不同的调查目的需要不同的调查对象。例如，如果调查目的是了解客户的需求和期望，那么调查对象就应该是客户；如果调查目的是分析竞争对手的策略和优势，那么调查对象就应该是竞争对手。

确定调查对象的类型：调查对象的类型是指调查对象的性质和特征，如个人或组织，现有或潜在，一般或特殊等。确定调查对象的类型是选择调查对象的依据和标准，不同的调查对象类型有不同的调查价值和难度。例如，如果调查对象是个人，那么调查价值可能更高，但调查难度也更大；如果调查对象是组织，那么调查价值可能更低，但调查难度也更小。

选择调查对象的方法：调查对象的方法是指从调查对象的总体中抽取一部分作为调查的实际对象的方法，如全面调查或抽样调查，随机抽样或非随机抽样等。选择调查对象的方法是选择调查对象的手段和工具，不同的调查对象方法有不同的调查效果和成本。例如，如果调查对象的总体较小，那么可以采用全面调查的方法；如果调查对象的总体较大，那么可以采用抽样调查的方法。

二、选择调查方式的技巧

调查方式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。选择调查方式的技巧主要包括以下几个方面：

考虑调查信息的特征：调查信息的特征是指调查信息的内容和形式，如定性或定量，主观或客观，直接或间接等。考虑调查信息的特征是选择调查方式的前提和依据，不同的调查信息特征需要不同的调查方式。例如，如果调查信息是定性的，那么可以采用访谈或焦点小组的方式；如果调查信息是定量的，那么可以采用问卷调查或实验的方式。

评估调查方式的优劣：调查方式的优劣是指调查方式的效果和效率，如准确性、可靠性、有效性、合理性等。评估调查方式的优劣是选择调查方式的依据和标准，不同的调查方式有不同的优劣。例如，如果调查方式的准确性和可靠性较高，那么可以采用实验或观察的方式；如果调查方式的有效性和合理性较高，那么可以采用问卷调查或案例分析的方式。

综合调查条件的限制：调查条件的限制是指调查过程中的各种因素和环境，如时间、成本、资源、技术、法律等。综合调查条件的限制是选择调查方式的手段和工具，不同的调查条件限制有不同的影响。例如，如果调查时间较紧，那么可以采用在线访问或邮寄问卷的方式；如果调查成本较低，那么可以采用电话访问或入户访谈的方式。

3. case analysis

为了更好地说明选择调查对象与方式的技巧，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，调研的目的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选择合适的调查对象与方式呢？

首先，选择调查对象的技巧如下：

明确调查目的：根据调研的目的，可以确定调查对象是家具消费者，即购买或使用家具的个人或家庭。

确定调查对象的类型：根据调研的内容，可以确定调查对象的类型是现有的、一般的家具消费者，即已经购买或使用过家具的个人或家庭，不包括潜在的、特殊的家具消费者，如未来有购买意向的个人或家庭，或者有特殊需求或偏好的个人或家庭。

选择调查对象的方法：根据调研的范围，可以确定调查对象的方法是抽样调查，即从家具消费者的总体中抽取一部分作为调查的实际对象。具体的抽样方法可以根据调研的要求和条件，选择随机抽样或非随机抽样，如分层抽样、分组抽样、方便抽样等。

其次，选择调查方式的技巧如下：

考虑调查信息的特征：根据调研的内容，可以确定调查信息的特征是定量的、客观的、直接的，即需要收集和分析家具消费者的基本信息、购买行为、使用情况、满意度、忠诚度等数据。

4. case analysis

首先，选择调查对象的技巧如下：

明确调查目的：根据调研的目的，可以确定调查对象是家具消费者，即购买或使用家具的个人或家庭。

其次，选择调查方式的技巧如下：

评估调查方式的优劣：根据调研的要求，可以确定调查方式的优劣是准确性、可靠性、有效性、合理性等。为了保证调查方式的准确性和可靠性，可以采用问卷调查的方式，通过设计合理的问题和选项，收集家具消费者的客观和直接的数据。为了保证调查方式的有效性和合理性，可以采用访谈的方式，通过与家具消费者进行深入的沟通和交流，收集家具消费者的主观和间接的数据。

综合调查条件的限制：根据调研的条件，可以确定调查条件的限制是时间、成本、资源、技术、法律等。为了节省调查时间和成本，可以采用在线访问或邮寄问卷的方式，通过网络或邮件的方式，向家具消费者发送问卷，并收集回复。为了充分利用调查资源和技术，可以采用电话访问或入户访谈的方式，通过电话或现场的方式，与家具消费者进行访谈，并记录内容。为了遵守调查法律和道德，可以采用自愿参与或随机抽取的方式，通过征得家具消费者的同意或随机抽取一定比例的家具消费者，进行调查，并保护其隐私和权益。

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。市场调查的成功与否，很大程度上取决于调查对象与方式的选择。调查对象是指市场调查所关注和研究的主体或群体，调查方式是指市场调查所采用的收集和分析信息的技术和工具。本文介绍了如何根据市场调查的目的、对象、信息和条件，选择合适的调查对象与方式，以提高市场调查的有效性和效率。选择调查对象与方式的技巧主要包括以下几个方面：

选择调查对象的技巧：明确调查目的，确定调查对象的类型，选择调查对象的方法。

选择调查方式的技巧：考虑调查信息的特征，评估调查方式的优劣，综合调查条件的限制。

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