Quantitative Methods for 1. Market Research

Quantitative methods refer to the methods of measuring and analyzing large amounts of data through mathematical and statistical methods, including the following:

Questionnaire: A questionnaire is a method of collecting data from a certain number and range of respondents by designing and distributing a series of questions. The advantage of questionnaire survey is that a large amount of data can be collected, objective and standard measurement and comparison can be carried out, and complex and in-depth analysis and inference can be carried out. The disadvantages of questionnaire survey are that it takes more time and cost, there may be distortion and deviation of data, and the emotion and motivation of the respondents may be ignored.

Experiment: Experiment refers to the method of determining the causal relationship between variables by controlling and changing some variables, observing and measuring the changes of other variables. The advantages of experiments are that accurate and reliable data can be obtained, hypotheses and theories can be verified and tested, and the nature and mechanism of phenomena can be discovered and explained. The disadvantage of the experiment is that it requires strict design and operation, there may be human and environmental interference, and it may be difficult to promote and apply to the actual situation.

Observation: Observation refers to the method of obtaining data by directly or indirectly observing and recording the behavior and reactions of the subject. The advantage of observation is that real and natural data can be collected, the details and changes of the behavior and psychology of the subjects can be captured and revealed, and the distortion and deviation of the data can be avoided and reduced. The disadvantage of observation is that it requires higher skills and experience, there may be subjectivity and bias of the observer, and it may be restricted and restricted by ethics and law.

Qualitative Methods of 2. Market Research

Qualitative methods refer to methods that describe and interpret small amounts of data through non-mathematical and non-statistical methods, including the following:

Interviews: Interviews refer to the method of obtaining data through face-to-face or remote communication with respondents. The advantages of interviews are that rich and profound data can be collected, the opinions, feelings, motivations and values of the respondents can be understood and understood, and flexible and personalized communication and interaction can be carried out. The disadvantages of interviews are that they require more time and cost, there may be inconsistencies and inconsistencies in data, and they may be subjective and influenced by interviewers and interviewees.

Focus group: Focus group refers to the method of obtaining data by inviting a certain number and type of survey subjects, organizing and guiding them to have a discussion with a topic and purpose. The advantage of focus groups is that they can collect multivariate and dynamic data, stimulate and promote the thinking and expression of the respondents, and observe and analyze the interaction and influence of the respondents. The disadvantage of focus groups is that they require high skills and experience, there may be confusion and conflict of data, and they may be affected and restricted by groups and environments.

Case analysis: Case analysis refers to the method of obtaining data through a comprehensive and systematic description and interpretation of one or several representative or typical individuals or organizations. The advantage of case analysis is that it can collect detailed and complete data, can show and explain the background and process of the phenomenon, and can discover and propose new problems and assumptions. The disadvantage of case analysis is that it requires more data and information, there may be data selection and bias, and it may be difficult to generalize and generalize to the general situation.

Data Collection Techniques for 3. Market Research

Data collection is an important part of market research, data collection techniques can be divided into the following:

Determine the data source: data source refers to the place and method of data generation and acquisition, data sources can be divided into first-hand data and second-hand data, first-hand data refers to the market research company directly from the survey object to collect data, second-hand data refers to the market research company from other institutions or channels to obtain data. The technique of determining data sources is to select and combine suitable data sources according to the purpose and requirements of the research to ensure the validity and reliability of the data.

Designing data collection tools: data collection tools refer to specific questions, indicators, scales, tables, etc. used to obtain data. Data collection tools can be divided into qualitative tools and quantitative tools. Qualitative tools refer to tools used to obtain descriptive and explanatory data, such as interview guidelines, discussion outlines, observation lists, etc., and quantitative tools refer to tools used to obtain measurable and analytical data, such as questionnaires, experimental protocols, observation tables, etc. The technique of designing data collection tools is to design and make effective and reasonable data collection tools according to the objectives and assumptions of the research to ensure the accuracy and consistency of the data.

Implementation of data collection process: The data collection process refers to the specific operations and steps of obtaining data from data sources. The data collection process can be divided into qualitative process and quantitative process. The qualitative process refers to the process of obtaining data through interviews, focus groups, case studies, etc. The quantitative process refers to the process of obtaining data through questionnaires, experiments, observations, etc. The technique of performing the data collection process is to conduct an effective and standardized data collection process in accordance with the guidelines and specifications of the data collection tool according to the research plan and plan to ensure the integrity and availability of the data.

Data Analysis Techniques for 4. Market Research

Data analysis techniques: Data analysis refers to the process of cleaning, organizing, coding, classifying, summarizing and counting the collected data, and using appropriate analysis techniques and tools to extract meaningful information and discoveries. The techniques of data analysis can be divided into the following:

Select data analysis methods: Data analysis methods refer to the specific techniques and tools used to process and analyze data, which can be divided into descriptive analysis, inferential analysis, correlation analysis, regression analysis, factor analysis, cluster analysis, etc. The technique of selecting data analysis methods is to select and combine appropriate data analysis methods according to the type and characteristics of the data, as well as the objectives and assumptions of the research, to ensure the validity and rationality of the data analysis.

Perform data analysis process: Data analysis process refers to the specific operations and steps of effective and standardized data analysis in accordance with the guidance and specifications of data analysis methods. The technique of performing the data analysis process is to clean, organize, code, classify, summarize and count the data, and extract meaningful information and findings to ensure the integrity and availability of the data analysis, using appropriate analytical techniques and tools, according to the data analysis scheme and plan.

Presentation of data analysis results: Data analysis results refer to the output and results of the data analysis process, including data description, analysis, interpretation and inference, as well as data charts, tables, models, etc. The technique of presenting the results of data analysis is to present the results of data analysis in the form of words, charts, tables and other forms, according to logic and structure, into a clear, complete, accurate and convincing data analysis results, including data description, analysis, interpretation and inference, and to display and communicate orally or in writing as needed.

Conclusion

Market research is the process of collecting, analyzing and interpreting information about the market, customers, competitors and the environment to help decision makers make better decisions. The methods of market research can be divided into quantitative methods and qualitative methods, quantitative methods are methods of measuring and analyzing large amounts of data through mathematical and statistical methods, and qualitative methods are methods of describing and interpreting small amounts of data through non-mathematical and non-statistical methods. Market research techniques can be divided into data collection techniques and data analysis techniques, data collection techniques are how to effectively obtain reliable data from different data sources and channels, and data analysis techniques are how to use appropriate analytical techniques and tools to extract meaningful information and findings. The selection and combination of market research methods and techniques should be carried out according to different research purposes and situations to ensure the quality and effectiveness of market research.