There is no fixed model for the steps of market survey, which should be determined according to the content and time of the survey. Generally speaking, market research is divided into three stages, namely, preparation stage, investigation stage and data processing stage.
(1) preparation stage
The tasks at this stage are mainly to make investigation plans and conduct experimental investigations. The investigation plan should be made according to the investigation requirements, and the experimental investigation should be carried out after the plan is made.
The purpose of experimental investigation is to verify whether the investigation scheme and form are correct, and to avoid blind formal investigation and detours. Generally, we mainly collect second-hand information when conducting experimental investigations, and at the same time collect some first-hand information by talking with people. The test and investigation shall be carried out in strict accordance with the specified requirements to ensure the accuracy of the test results.
(2) Investigation stage
At this stage, it is necessary to collect and sort out second-hand information and conduct investigation and collection of first-hand information. In the investigation, if the scheme is found to be poor, it should be corrected or supplemented in time.
(3) data processing stage
Data processing is the last stage of investigation and one of the important links. Because without this stage, the investigation will have no results, and all the expenses in the investigation will not be harvested.
There are two tasks in the data processing stage, one is to sort out and analyze the research data, and the other is to submit the investigation report.
Sorting out data and analyzing research is the first step of data processing. The data collected in the survey are classified, sorted, tabulated and counted, and then through the process of analysis and research, we should not only eliminate the detectable errors in the survey data, but also find out the internal relations between the data, so as to draw a conclusion that conforms to the development law of objective things.
When analyzing and sorting out the data, we should estimate the possible errors. The errors in the investigation mainly come from three aspects. First, the samples selected in the sampling survey are not representative. Second, it is caused by the low skills of the investigators, such as improper design of the questionnaire, and incomplete subjective inference of the answers when sorting out the data. Third, it is caused by the negligence, omission and refusal of the respondents to answer.
On the basis of sorting out the data, an investigation report should be put forward. The investigation report has two forms: special report and comprehensive report, and the specific form is determined by the purpose and requirements of the investigation. In the investigation report, we should answer the questions raised in the investigation plan and explain them with accurate investigation figures as much as possible: the text should be concise and focused; Try to be objective when analyzing problems, and avoid being subjective, arbitrary and one-sided; put forward specific suggestions to solve problems, and avoid irrelevant and ambiguous empty talk.
The structure of the investigation report includes the following aspects: the purpose and scope of the investigation, the methods used, the results of the investigation, the suggestions made and the necessary annexes.
2. Methods of market research
There are many methods of market research, which can be divided into three categories: inquiry, observation and experiment.
(1) query mode
Inquiry method is the most direct investigation method, and it is also a common method to understand the purchasing motivation, intention and behavior of the respondents. Its characteristic is that the respondents know that they are being investigated. According to the different contact methods of the investigator and the respondent, the inquiry methods can be divided into the following categories:
① Interview survey method. Interview means that the investigator talks directly with the respondent. There are many kinds of interview survey methods, such as individual interviews and group interviews in terms of number of people, and one interview and multiple interviews in terms of time. Interview survey has many advantages. First, listening to the opinions of the respondents face to face is impressive and informative; Second, when the respondent does not understand the question thoroughly enough, he can explain it face to face, and when the answer is not clear enough, he can ask for supplement on the spot, so the information obtained is more accurate; Third, we can adopt a flexible way, simple and complex according to the respondents' attitude, and make the respondents inspire each other to get some memorable or confidential information. There are also some shortcomings in the interview investigation, which are mainly manifested in the following aspects: First, investigators are required to have a high level of education, technical level and good work attitude, so it is difficult to find so many qualified personnel; Second, there are more respondents who can't accept the survey because of going out or working; Thirdly, the information will be inaccurate due to the staff's mistakes in conversation record.
② Mail survey method. It is to mail the designed survey form to the respondents, and the respondents fill it out and send it back. The advantage of this method is that the investigation cost is low and manpower and time are saved. At the same time, the respondents have enough time to consider the questions and answer them seriously. The disadvantage is that the recovery rate is low, which affects the representativeness of the investigation and takes a long time. Therefore, when adopting this method, the respondents must be given certain material benefits to compensate the mailing expenses of the respondents.
③ Telephone survey method. By the investigators in accordance with the provisions of the sample range, by telephone to ask the opinions of the respondents. The advantages of this method are lower cost than face-to-face interview, faster investigation speed, overcoming the inconvenience or unwillingness of the respondents, giving appropriate explanations to unclear questions, and being more flexible than email investigation. Disadvantages are that the conversation is simple, it is easy to cause prejudice, it is not easy to get all the phone numbers, and the scope of investigation is limited.
④ Questionnaire indwelling survey method. The investigator will personally send the questionnaire to the respondent, explain the investigation requirements, leave it to the respondent to fill in, and then the investigator will take it back according to the specified time.
⑤ Diary survey method. The contents to be investigated are continuously recorded by the respondents in the form of diaries, and then sent to the investigators regularly. This is a method of continuous investigation with fixed samples, which requires establishing fixed contact with the respondents and giving them some remuneration. Diary mainly includes purchase diary, consumption diary and advertisement diary. The purchase diary records the purchase method, time, place, quantity and variety of consumers. The consumption diary records the average consumption and total consumption in each period; Advertising diaries provide information about watching TV, listening to the radio or reading other promotional materials. The advantage of diary survey is that it is easy to obtain continuous data, and the results of the survey are more reliable. Disadvantages are high cost, long time-consuming, bored interviewees, perfunctory attitude and distorted information.
(2) Observation method
The main feature of observation method is that investigators go to the scene to observe each other's actions, and the other party does not feel that they are being investigated, so it has certain objectivity and the results obtained are highly accurate. The disadvantage of this method is that the investigation area is narrow and time-consuming Commonly used observation methods mainly include the following two kinds:
① Direct observation method. Also known as customer action observation method, it is usually used to investigate consumers' buying behavior. The attractiveness of packaging, trademarks and window display of consumer goods to users. By observing the behavior of customers. Decide your own marketing decisions. For example, we can study the stocking situation of stores through the orders put forward by customers or the requirements of varieties, brands, colors and packaging. Determine the content of the advertisement by observing the purchase of different products by different types of customers and the attractiveness of window layout; From observing the situation of pedestrians wearing and carrying things, we can study the design of products, and so on.
Direct observation of consumer behavior includes three aspects: on-site observation of sales, on-site observation of use and on-site observation of supply. The sales site mainly observes the situation of customers buying and carrying goods, so as to determine the style, color and packaging decoration of the products of this enterprise; The use site mainly observes the user's use status, opinions and requirements of the products of the enterprise or competitors, so as to determine the quality and requirements of the products of the enterprise; The supply site mainly observes the purchase of production materials by competitors, so as to judge the development direction of competitors' products and determine the marketing strategy and tactics of enterprises.
② Behavior recording method. That is, using various instruments or manual methods to record consumer behavior. Generally used to investigate the flow of consumers, changes in consumer behavior, the efficiency of advertising, etc. For example, how many pedestrians or users pass by a street or a shop in a certain period of time, when it is the most and when it is the least, so as to determine the business hours and purchase volume of the shop; Another example is to record the time when the audience or audience of a radio or TV station is the largest, so as to determine how to arrange advertising programs; Another example is advertising in two or more advertising media (such as newspapers, magazines, books, etc.). ), the advertisement is accompanied by a receipt, and the company can enjoy a 10% discount when purchasing goods with the receipt. According to the proportion received, the company can know which advertising media can better convey the product information to consumers.
(3) experimental methods
This is a method to obtain valuable data and information through small-scale "experiments". The experimental method comes from the experimental verification of natural science. When it is applied to market research, it becomes a market research experiment.
Experimental method has become a widely used method in market research. Whenever the variety, quality, packaging, design, price, trademark, advertisement, etc. of goods change, this method can be used for small-scale trial sales. , so as to understand the customer's reaction and decide the marketing strategy of the enterprise. This method can combine normal production, normal sales and market research at the same time, and achieve good results.
Experimental methods have many functions in marketing activities, but the most important thing is trial sale. There are many specific forms of trial sales, such as new product trial sales counters, trial sales outlets, trade fairs and so on. In the process of trial sale, we can not only predict the market potential of a new product, but also compare which market sells well, which style, color and packaging sell well, and so on.