1. the object of market research

The object of market research refers to the object of market research, that is, the market itself. A market is a place or mechanism in which buyers and sellers of goods or services trade within a certain time and space. The existence and development of the market is determined by the level of social and economic development, the improvement of productivity, the change of consumer demand, the behavior of competitors and other factors. Therefore, the object of market research is a complex, dynamic and changeable system, which needs to be analyzed and studied from many angles and levels.

The objects of market research mainly include the following aspects:

（1) the size of the market. The size of the market refers to the number of potential or actual buyers and sellers in the market, as well as their purchasing power and willingness to buy. The size of the market reflects the capacity and potential of the market and is an important indicator of the market. The size of the market can be studied at both the aggregate and segmentation levels. Total volume refers to the size of the entire market, and segmentation refers to the size of the market divided into several sub-markets according to different criteria, such as geography, population, income, consumption habits, etc. The size of the market can be obtained and calculated through market research methods, such as census, sampling, typical, focus, etc. The study of the size of the market can help companies determine the market objectives, positioning and strategy, as well as assess the attractiveness and competitiveness of the market.

（2) the structure of the market. The structure of the market refers to the composition and distribution of buyers and sellers in the market, as well as the relationship and influence between them. The structure of the market reflects the shape and characteristics of the market and is the basis for analyzing the market. The structure of the market can be studied from both supply and demand. Supplier refers to the producers or sellers of goods or services in the market, including their quantity, scale, type, status, behavior, etc. The demand side refers to the consumers or users who purchase goods or services in the market, including their quantity, scale, type, characteristics, behavior, etc. The structure of the market can be collected and analyzed through market research methods, such as observation, interviews, questionnaires, experiments, etc. The study of the structure of the market can help companies understand the current situation and changes of the market, as well as identify the opportunities and threats of the market.

（3) characteristics of the market. The characteristics of the market refer to the characteristics and laws of the needs and behaviors of buyers and sellers in the market, as well as the environment and trends of the market. The characteristics of the market reflect the nature and dynamics of the market and are the basis for predicting the market. The characteristics of the market can be studied in terms of demand and behavior. Demand refers to the needs and desires of buyers and sellers for goods or services in the market, including their motives, purposes, preferences, satisfaction, etc. Behavior refers to the process and results of the purchase and use of goods or services by buyers and sellers in the market, including their decision-making, selection, purchase, use, evaluation, etc. The characteristics of the market can be obtained and analyzed through market research methods, such as data, experiments, interviews, questionnaires, etc. The study of the characteristics of the market can help enterprises grasp the needs and behavior of the market, as well as adapt to the market environment and trends.

2. market research questions

The problem of market research refers to the research problem of market research, that is, the purpose and task of market research. The problem of market research is the starting point and destination of market research, and it is the soul and core of market research. The problem of market research is determined by the object and goal of market research, and it is the concretization and clarity of the object and goal of market research. The problems of market research should be in line with the actual needs and feasibility of market research, and should have the characteristics of clarity, importance, operability and testability.

The problems of market research mainly include the following aspects:

（1) market demand. Market demand refers to the needs and desires of buyers and sellers in the market for goods or services, and is the basic driving force of the market. The demand of the market includes potential demand and effective demand. Potential demand refers to the demand that exists in the market but has not yet been met, and effective demand refers to the demand that has been met or is being met in the market. The research questions of market demand include market demand, demand structure, demand characteristics, demand changes and so on. Market demand research questions can help companies determine the capacity and potential of the market, as well as develop market goals and strategies.

（2) the supply of the market. The supply of the market refers to the producers or sellers of goods or services in the market, and is the basic constituent force of the market. The supply of the market includes potential supply and effective supply. Potential supply is the supply that is available but not yet available in the market, and effective supply is the supply that has been or is being provided in the market. The research questions of the supply of the market include the supply of the market, the supply structure, the characteristics of supply, the change of supply and so on. Market supply research questions can help companies understand the competitive situation of the market, as well as the development of market positioning and strategy.

（3) Competition in the market. Competition in the market refers to the mutual influence and role of buyers and sellers in the market, which is the basic driving force of the market. Competition in the market includes direct competition and indirect competition. Direct competition refers to competition between suppliers of the same or similar goods or services in the market, and indirect competition refers to competition between suppliers of different but alternative goods or services in the market. The research questions of market competition include the degree of market competition, the structure of competition, the characteristics of competition, and the change of competition. Market competition research questions can help companies assess the attractiveness and competitiveness of the market, as well as develop market strengths and strategies.

（4) opportunities in the market. Market opportunities are situations or events that exist or may occur in the market that are beneficial to the business and are the basic attractiveness of the market. Market opportunities include potential opportunities and effective opportunities. A potential opportunity is an opportunity that has not yet been discovered or exploited in the market, and an effective opportunity is an opportunity that has already been discovered or exploited in the market. The research questions of market opportunities include the source of market opportunities, the type of opportunities, the characteristics of opportunities, and the assessment of opportunities. Market opportunity research questions can help companies identify market opportunities and threats, as well as develop market goals and strategies.

（5) the risk of the market. Market risk is a situation or event that exists or may occur in the market that is detrimental to the business and is the underlying threat to the market. Market risks include both potential and effective risks. Potential risks are risks that have not yet occurred or affected in the market, and effective risks are risks that have already occurred or affected in the market. The research questions of market risk include the source of market risk, risk type, risk characteristics, risk assessment, etc. Market risk research questions can help companies identify market opportunities and threats, as well as develop market prevention and strategies.

Objectives of 3. market research

The goal of market research refers to the research goal of market research, that is, the results and value of market research. The objectives of market research are determined by the objects and questions of market research, and are the answers and solutions to the objects and questions of market research. The objectives of market research should be in line with the actual needs and expectations of market research, and should be feasible, effective, practical and innovative.

The objectives of the market survey include the following:

（1) analysis of the market. Market analysis refers to a systematic, in-depth and comprehensive study of the size, structure, characteristics and changes of the market in order to reveal the nature and laws of the market, as well as its advantages and disadvantages. Market analysis is the basic goal of market research, is the starting point and foundation of market research. Market analysis can use market research methods, such as statistics, comparison, classification, clustering, correlation, regression, etc., to process and interpret data. The results of market analysis can help companies understand the current situation and changes in the market, as well as assess the attractiveness and competitiveness of the market.

（2) Assessment of the market. Market assessment refers to the objective, scientific and reasonable evaluation of market demand, supply, competition, opportunities, risks and other aspects to determine the value and significance of the market, as well as the opportunities and threats of the market. The evaluation of the market is an important goal of market research, and it is the middle and transition of market research. The evaluation of the market can use market research methods, such as scoring, sorting, scoring, weighting, synthesis, etc., to analyze and judge the data. The results of the market assessment can help companies identify market opportunities and threats, as well as develop market goals and strategies.

（3) forecasts of the market. Market forecasting refers to the scientific, reasonable and reliable prediction of the size, structure, characteristics and changes of the market in order to foresee the development trend and change trend of the market, as well as the potential and risks of the market. Market forecasting is the advanced goal of market research, the end point and purpose of market research. Market forecasts can use market research methods, such as trends, extrapolation, models, simulations, scenarios, etc., to infer and deduce data. The results of the market forecast can help enterprises to grasp the market demand and behavior, and adapt to the market environment and trends.

（4) market recommendations. Market advice refers to the market analysis, evaluation, forecast and other results, to provide the decision makers of enterprises with suggestions and opinions on market objectives, positioning, strategies, plans, etc., to guide the enterprise's market action and market effect, as well as market improvement and innovation. The proposal of the market is the application target of the market research, which is the extension and supplement of the market research. Market recommendations can use market research methods, such as comparison, selection, optimization, combination, innovation, etc., to apply and transform data. The results of market recommendations can help companies achieve market goals and strategies, as well as improve market efficiency and effectiveness.

4. Conclusion

Market research is a scientific, purposeful, systematic and dynamic research activity, and is an important decision-making tool and competitive weapon for enterprises. In the process of market research, three basic elements need to be identified, namely, objects, problems and objectives. The object is the research object of the market survey, the content and scope of the market survey. The problem is the research problem of market research, the purpose and task of market research. The goal is the research goal of market research, the result and value of market research. From the theoretical and practical levels, this paper expounds the meaning, content, method and precautions of the three basic elements of market research, with a view to providing guidance and reference for the implementation of market research.