1, observation method
Observation is the most basic method of social investigation and market research. It is based on the object of investigation and research, and is investigated and collected by investigators in a direct way with eyes, ears and other senses. For example, market researchers go to the interviewee's sales place to observe the brand and packaging of goods.
2. Experimental method
The experimental method is that investigators control the investigated objects under specific environmental conditions through experiments according to the requirements of investigation, and observe them to obtain corresponding information. The control object can be price, quality, packaging, etc. Under controllable conditions, observe market phenomena and reveal market rules that are not easy to occur under natural conditions. This method is mainly used in marketing experiments and consumer use experiments.
3. Query method
Inquiry method is a method to collect market information through inquiry. It is the most commonly used method to investigate and analyze consumers' buying behaviors and intentions. Its advantage is that it can obtain more timely and reliable survey data in a short time.
In the interrogation method, the main content of interrogation is generally to ask the interviewee to answer questions about specific facts, reasons and opinions. Inquiry method can be divided into group questionnaire method, interview method, letter inquiry method and telephone inquiry method.
Step 4 speculate
Scenario speculation refers to making an estimate and comparison of one's own enterprise or product based on past experience. That is to infer what you don't know from what you already know.
5. Questionnaire method
Questionnaire is one of the basic psychological research methods to measure people's behavior and attitude by collecting data through a series of questions. "questionnaire" is translated from the French word Questionnaire, which means "questionnaire for statistics or investigation".