Market research is an activity to collect, analyze and interpret market information, which plays an important role in guiding the decision-making and development of enterprises. Market research can help enterprises to understand the market demand, competition, opportunities and risks, so as to formulate reasonable market strategy and marketing strategy. Market research can also help companies assess their own strengths and weaknesses, as well as the quality and satisfaction of products and services, thereby improving their competitiveness and profitability. Market research can also help companies predict market changes and trends, so as to grasp the direction and opportunities of the market.

However, the quality of market research is affected by many factors, such as the purpose of the survey, methods, objects, processes, personnel, tools, etc., if not controlled and guaranteed, it may lead to data distortion and misleading. Distortion and misleading data will affect the validity and credibility of market research, thus affecting the value and role of market research. Therefore, market research companies must pay attention to the quality control and assurance of market research in order to improve the accuracy, timeliness, comparability, consistency, applicability, availability and economy of market research.

Taking Shangpu Consulting Group as an example, this paper introduces how the market research company carries out quality control and assurance in the three stages of design, implementation and arrangement, as well as the significance, principles, methods and standards of market research quality control and assurance, as well as the current situation and challenges of market research quality management.

The Significance of Quality Control and Assurance in 1. Market Research

Market research quality control and assurance refers to a series of measures and activities taken by market research companies to ensure the quality of market research, including planning, organization, implementation, supervision, inspection, evaluation, improvement, etc. The significance of market research quality control and assurance is mainly reflected in the following aspects:

（1) Improve the effectiveness and credibility of market research. Market research quality control and assurance can ensure the authenticity, completeness, accuracy and reliability of market research data and information, thereby improving the effectiveness and credibility of market research. The validity and credibility of market research are the basic requirements of market research, and also the basis of the value and function of market research.

（2) Improve the efficiency and effectiveness of market research. Market research quality control and assurance can ensure the timeliness, comparability, consistency and applicability of market research data and information, thereby improving the efficiency and effectiveness of market research. The efficiency and effectiveness of market research is an important goal of market research, and it is also the embodiment of the competitiveness and influence of market research.

（3) Improve the satisfaction and credibility of market research. Market research quality control and assurance can ensure the availability and economy of market research data and information, thereby improving the satisfaction and credibility of market research. Satisfaction and credibility of market research is an important evaluation of market research, but also the source of loyalty and reputation of market research.

（4) Promote the innovation and development of market research. Market research quality control and assurance can ensure the scientific and systematic nature of market research data and information, thus promoting the innovation and development of market research. The innovation and development of market research is the driving force and prospect of market research, and it is also the responsibility and mission of market research.

Principles of Quality Control and Assurance in 2. Market Research

The principles of market research quality control and assurance refer to some basic norms and requirements that market research companies should follow in the process of market research quality control and assurance, which are the guiding ideology and code of conduct for market research quality control and assurance. The principles of quality control and assurance of market research are as follows:

（1) customer-centric principles. The customers of the market research company are the demanders and users of the market research, the purpose of the quality control and assurance of the market research is to meet the needs and expectations of the customers, and the standard of the quality control and assurance of the market research is the satisfaction and trust of the customers. Therefore, the market research company should take the customer as the center, from the customer's point of view, understand the customer's needs and expectations, formulate the customer's satisfaction and trust, and provide the customer's value and service.

（21) The principle of full participation in the whole process. The quality control and assurance of market research is a whole process activity, involving three stages of market research design, implementation and finishing. Each stage may produce errors and problems, which need to be controlled and guaranteed. The quality control and assurance of market research is also a full-staff activity, involving various roles such as managers, executors, collaborators, and supervisors of market research. Each role has responsibilities and obligations, and needs to participate and contribute. Therefore, the market research company should be fully involved in the whole process, from source to destination, from top to bottom, to form a quality control and assurance network and system.

（3) the fact-based principle. The quality control and assurance of market research is a fact-based activity. It is necessary to collect, analyze and interpret the data and information of market research, as well as the process and results of market research, in order to judge the quality status of market research and the quality of market research. Problems and reasons, as well as measures and activities for improving and improving the quality of market research. Therefore, market research companies should be based on facts, from data to information, from process to results, to carry out objective and scientific quality control and assurance.

（4) The principle of continuous improvement and innovation. The quality control and assurance of market research is a continuous improvement and innovation activity. It is necessary to formulate and implement the quality improvement of market research according to the quality status of market research, the quality problems and reasons of market research, and the quality objectives and requirements of market research. Measures and activities to improve the quality level and ability of market research. The quality control and assurance of market research also need to constantly innovate and improve the methods and standards of quality control and assurance of market research according to the changes and development of the market and the needs and expectations of customers, so as to adapt to the changes and development of the market and meet the needs and expectations of customers. Therefore, the market research company should continuously improve and innovate, from the problem to the solution, from the current situation to the goal, to carry out dynamic and active quality control and assurance.

Methods of Quality Control and Assurance in 3. Market Research

The method of market research quality control and assurance refers to some specific techniques and means that market research companies should adopt in the process of market research quality control and assurance, which are the tools and ways of market research quality control and assurance. Market research quality control and assurance methods are mainly the following:

（11) Quality control and assurance during the design phase. The design stage is the starting point and foundation of market research, and the first step of quality control and assurance of market research. The quality control and assurance in the design phase mainly includes the following aspects:

The purpose of the investigation is clear and reasonable. The purpose of the survey is the starting point and destination of the market survey, and the basis and direction of the quality control and assurance of the market survey. Market research companies should clearly and reasonably determine the purpose of the survey according to the needs and expectations of customers, as well as the changes and development of the market, so as to make it clear, feasible, targeted and practical.

Selection and optimization of survey methods. Survey methods are the means and tools of market research and an important factor in the quality control and assurance of market research. Market research companies should select and optimize survey methods based on the purpose, object, content, scope, time, cost and other conditions of the survey to make them appropriate, effective, economical and innovative.

Identification and sampling of survey subjects. The survey object is the source of market research data and information, and is the key link of quality control and assurance of market research. Market research companies should identify and sample survey objects according to the requirements of survey purpose, method, content and scope, so as to make them representative, typical, accessible and controllable.

Design and testing of survey content. The content of the survey is the content of the data and information of the market survey, and is the core content of the quality control and assurance of the market survey. The market research company should design and test the survey content according to the survey purpose, method, object and other factors, so as to make it complete, relevant, clear and measurable.

Production and inspection of survey tools. Survey tools are the carrier of data and information for market research and an important means of quality control and assurance for market research. Market research companies should be based on the survey content, methods, objects and other conditions, the production and testing of survey tools, so that it is standardized, consistent, easy to use and reliable.

（21) Quality control and assurance during the implementation phase. The implementation phase is the process and practice of market research, and the second step of quality control and assurance of market research. The quality control and assurance in the implementation phase mainly includes the following aspects:

Training and management of investigators. Investigators are the executors and participants of market research, and the subjects and objects of quality control and assurance of market research. Market research companies should train and manage investigators to make them professional, responsible, honest and collaborative.

Supervision and control of the investigation process. The investigation process is the collection and recording of market research data and information, and is the key and difficult point of quality control and assurance of market research. Market research companies should supervise and control the investigation process so that it is standardized, effective, timely and complete.

Check and clean survey data. Survey data is the original and basis of market research data and information, and is the basis and premise of quality control and assurance of market research. Market research companies should check and clean the survey data to make it true, accurate, consistent and usable.

（31) Quality control and assurance in the finishing stage. The finishing stage is the result and output of market research, and the third step of quality control and assurance of market research. The quality control and assurance of the finishing stage mainly includes the following aspects:

Analysis and interpretation of survey data. The analysis and interpretation of survey data is the processing and transformation of market research data and information, and is the core and focus of quality control and assurance of market research. Market research companies should analyze and interpret the survey data to make it scientific, systematic, logical and meaningful.

Preparation and presentation of survey reports. The survey report is the expression and transmission of market research data and information, and is the end point and result of quality control and assurance of market research. The market research company should prepare and present the survey report so that it is complete, relevant, clear and readable.

Survey feedback collection and evaluation. Survey feedback is the feedback and evaluation of market research data and information, and is the feedback and improvement of quality control and assurance of market research. Market research companies should collect and evaluate survey feedback to make it timely, objective, effective and constructive.

Standards for Quality Control and Assurance in 4. Market Research

The standards of market research quality control and assurance refer to some specific rules and requirements that market research companies should abide by in the process of market research quality control and assurance, which are the basis and evaluation of market research quality control and assurance. Market research quality control and assurance standards are mainly the following:

（1) national and industry standards. National and industry standards are the most basic standards for market research quality control and assurance, the minimum requirements for market research quality control and assurance, and the legal and ethical constraints for market research quality control and assurance. National and industry standards include national laws and regulations, industry norms, industry associations, industry certification, etc. Market research companies should strictly abide by and implement national and industry standards, and must not violate or deviate from national and industry standards.

（2) standards of customers and partners. The standards of customers and partners are the most important standards for quality control and assurance of market research, and are the objectives and evaluation of quality control and assurance of market research. The standards of customers and partners include customer needs and expectations, partner requirements and suggestions, customer satisfaction and trust, partner recognition and support, etc., market research companies should fully understand and meet the standards of customers and partners, and continuously improve and optimize the standards of customers and partners.

（3) own and competitors' standards. The standards of oneself and competitors are the highest standards of market research quality control and assurance, and are the driving force and challenge of market research quality control and assurance. The standards of itself and its competitors include its own capabilities and levels, competitors' strengths and weaknesses, its own goals and plans, competitors' strategies and actions, etc. Market research companies should objectively and scientifically evaluate and compare their own and competitors' standards, and continuously improve and surpass their own and competitors' standards.

Current Situation and Challenges of 5. Market Research Quality Management

Market research quality management refers to a series of organization and management activities taken by market research companies in order to achieve the objectives of market research quality control and assurance, including quality policy, quality objectives, quality system, quality responsibility, quality culture and so on. The current situation and challenges of market research quality management mainly include the following aspects:

（11) Current situation of quality management in market research. The current situation of market research quality management refers to some achievements and progress made by market research companies in the process of market research quality management, as well as some problems and deficiencies. The current situation of market research quality management is mainly manifested in the following aspects:

Market research quality management awareness and attention has increased. With the change and development of the market, as well as the improvement of customer needs and expectations, market research companies are becoming more and more aware of the importance and necessity of market research quality management, more and more attention to the work and investment of market research quality management, more and more attention to the effect and value of market research quality management.

The methods and means of market research quality management have been improved and innovated. With the development and progress of the theory and technology of market research, as well as the accumulation and summary of the practice and experience of market research, market research companies are more and more perfect and innovative methods and means of market research quality management, more and more scientific and systematic planning and implementation of market research quality management, more and more effective and efficient supervision and evaluation of market research quality management.

The level and ability of market research quality management have been improved and surpassed. With the improvement of the awareness and attention of market research quality management, as well as the improvement and innovation of the methods and means of market research quality management, market research companies are increasingly upgrading and surpassing the level and ability of market research quality management, more and more meeting and surpassing national and industry standards, as well as the standards of customers and partners, and getting closer and reaching their own and competitors' standards.

Market survey quality management problems and deficiencies still exist and outstanding. Although the current situation of market research quality management has made certain achievements and progress, the problems and deficiencies of market research quality management still exist and are prominent, mainly in the following aspects:

Market research quality management awareness and attention is still not enough. Some market research companies still lack the awareness and attention of market research quality management, think that market research quality management is a burden and cost, not an investment and value, ignore or ignore the work and investment of market research quality management, resulting in the effect and value of market research quality management is not significant or negative.

The methods and means of market survey quality management are still imperfect and innovative. Some market research companies still use traditional and backward methods and means of market research quality management, lack of scientific and systematic planning and implementation of market research quality management, lack of effective and efficient supervision and evaluation of market research quality management, resulting in non-standard or inaccurate process and results of market research quality management.

The level and ability of market research quality management is still not improved and surpassed. Some market research companies still meet the minimum requirements of market research quality management, lack of understanding and satisfaction of the most important and highest standards of market research quality management, and lack of motivation and challenges for continuous improvement and innovation of market research quality management, resulting in the level and ability of market research quality management not improving or lagging behind.

（2) Challenges of market research quality management. The challenge of market research quality management refers to some difficulties and obstacles faced by market research companies in the process of market research quality management, as well as some conditions and support needed. The challenges of market research quality management are as follows:

changes and developments in the market. The change and development of the market is the external environment and background of market research quality management, the driving force and premise of market research quality management, and the challenge and pressure of market research quality management. The change and development of the market includes the change and development of market demand, competition, opportunity and risk, as well as the change and development of market scale, structure, characteristics and trend. The market research company should timely and accurately grasp and adapt to the change and development of the market to improve the adaptability and flexibility of market research quality management.

customer needs and expectations. Customer needs and expectations are the objectives and evaluation of market research quality management, the driving force and challenge of market research quality management, and the challenge and pressure of market research quality management. The needs and expectations of customers include the needs and expectations of customers for the quality, efficiency, efficiency, satisfaction and credibility of market research data and information, as well as the needs and expectations of customers for the innovation and development of market research. Market research companies should fully understand and meet the needs and expectations of customers to improve the customer orientation and service awareness of market research quality management.

strengths and weaknesses of competitors. The strengths and weaknesses of competitors are the reference and comparison of market research quality management, the driving force and challenge of market research quality management, and the challenge and pressure of market research quality management. The advantages and disadvantages of competitors include the advantages and disadvantages of competitors in the level, ability, method, means, effect and value of market research quality management, as well as the advantages and disadvantages of competitors in the innovation and development of market research quality management. Market research companies should objectively and scientifically evaluate and compare the advantages and disadvantages of competitors in order to improve the competitive awareness and competitiveness of market research quality management.

their own abilities and levels. Its own ability and level is the basis and guarantee of market research quality management, the driving force and challenge of market research quality management, and the challenge and pressure of market research quality management. Its own ability and level include the ability and level of market research company in terms of personnel, equipment, capital, technology and management of market research quality management, as well as the ability and level of continuous improvement and innovation of market research company in market research quality management. Market research companies should constantly improve and improve their own ability and level, In order to improve the sustainability and development of market research quality management.

external conditions and support. External conditions and support are the environment and resources of market research quality management, the driving force and challenge of market research quality management, and the challenge and pressure of market research quality management. External conditions and support include government policies and regulations, public opinion and awareness, industry norms and associations, and the trust and support of partners. Market research companies should actively strive for and use external conditions and support to improve market The legitimacy and rationality of research quality management.

6. Conclusion

Market research quality control and assurance is a series of measures and activities taken by market research companies to ensure the quality of market research. The significance, principles, methods and standards of market research quality control and assurance are the basic contents of market research quality control and assurance. The current situation and challenges of market research quality management are the actual situation of market research quality control and assurance. Taking Shangpu Consulting Group as an example, this paper introduces how the market research company carries out quality control and assurance in the three stages of design, implementation and arrangement, as well as the significance, principles, methods and standards of market research quality control and assurance, as well as the current situation and challenges of market research quality management. Market research quality control and assurance is the core competitiveness and development direction of market research companies, market research companies should pay attention to and strengthen the work of market research quality control and assurance to improve the value and role of market research to meet customer needs and expectations to adapt to market changes and development.