What is a field survey?
On-the-spot investigation is an interactive process in which investigators collect first-hand information directly from respondents under a thorough and rigorous framework. First-hand information, also known as first-hand information, refers to the information collected for the first time.
There are three methods commonly used in field investigation:
(A) observation method
Investigators use their eyes to collect information by directly observing specific things. For example, investigators went to the kitchen of the interviewee to observe the brand and packaging of edible oil.
(2) experimental methods
Through experiments, researchers observe phenomena under certain conditions to obtain information. For example, food tasting will adopt experimental methods.
(3) Questionnaire survey method
After designing the data to be investigated into a table, let the respondents fill in their own opinions or answers in the questionnaire.
In general field investigation, use? Examination paper? The most widely used. Here we will make a complete and systematic introduction to the questionnaire method of field market survey.
Field market research can be divided into five steps from establishing purpose to reporting and tracking, and the details of each step are described separately.
Establish the purpose of the investigation
Enterprises are bound to face major marketing problems or major marketing challenges when market research ideas come into being. So, first of all, from? Marketing problem analysis? First, determine the purpose of the market survey, and then start the market survey preparation to avoid the wrong direction of the survey.
Work? Marketing problem analysis? At this time, it should be carried out from three angles:
1. Analyze the current situation of enterprises. What are the marketing problems faced by enterprises?
2. Among many market influences, which one is more worthy of investigation and analysis?
3. What kind of market situation does the enterprise want in the future?
If enterprises conduct in-depth discussions on the above three issues, they will surely gain the following benefits:
? After the focus of market issues is clear, it can help to draw up a market research framework.
? Can clearly understand the goals achieved by enterprises through market research.
? Marketing strategies can be adopted to achieve this goal, thus revealing.
Here are two examples to illustrate the intention of establishing the purpose of the investigation and explain the actual situation.
< example1>;
A company has been manufacturing products for many years and has been protected by policies in the past. Its operation is very smooth, the turnover is rising, and the rate of return is still good. In recent years, due to the internationalization of the market and the diversification of consumers' consumption habits, the company has been losing ground in the market competition of existing industries. In addition, the existing business burden is quite heavy, which will increase the business pressure. Therefore, in addition to actively improving the overall management physique to enhance market competitiveness, the company also actively seeks diversification of business operations and seeks new opportunities for enterprises.
In many diversification plans, after several excerpts, will? Effective land development and utilization? Make it a priority plan. But there are many ways to effectively develop land, such as selling land, selling it in Gai Lou, developing amusement industry, building large shopping centers and so on.
A large amount of land owned by the company near a metropolitan area has been included in the urban planning, and now the company's top management has decided to build on this land? Shopping center? One is to cooperate with the diversification of consumers' buying habits in the future; Their business activities can generate considerable cash flow and increase the company's operating turnover capacity; Third, the company will continue to maintain land ownership in order to obtain the benefits of land appreciation. Before making the final management decision, the company decided to make a decision? Market research of large shopping centers? Help the highest decision-making body make the final decision.
Therefore, the market research objectives of large shopping centers focus on:
1. Can you know the type of ideal shopping mall through consumer survey?
2. Product focus and service focus, resulting in the differentiated effect of service industry operation?
3. Is narrative investigation more appropriate?
< example 2 >:
A company supplies the market with new products for producing alcoholic beverages. Because the products are novel and popular, the demand exceeds supply, so we consider building new factories to increase supply capacity. However, regarding the appropriateness of the plan, the company authorities face several problems:
First, because it is a new product, there is not enough information collection within the enterprise to provide analysis.
Second, if consumer surveys are used to determine whether products sell well? Growing period? Or enter? Mature? And what indicators will be used to judge? Possible indicators are: (l) How many consumers are there in this product? (2) What is the proportion of buyers? (3) What is the buyer's satisfaction? (4) What is the repeat purchase rate? (5) What is the age and gender of consumers? (6) What are the characteristics of the choice of alcohol? (7) What are the diffusion routes of new products?
After communicating with the person in charge of product marketing on these indicators, the market regulator decided to rely on the consumer purchase survey to correctly understand the trend of consumer purchase demand, and then decide whether to add new factories or maintain the status quo.
Therefore, the focus of this beverage consumer purchase survey is:
1. Find the most suitable measure to determine whether the product is in the growth stage or the maturity stage?
2. Should this survey adopt narrative survey or hypothesis test survey? Or both?
Correct analysis of marketing problems: can produce a clear purpose of market research, and then produce a correct framework of market research, which is a step that can not be ignored before market research.
Decide on the survey method and structure
The design of survey method and structure refers to the complete planning of market survey work items before the implementation of market survey, so as to conduct field market survey at the most reasonable cost, the most suitable way and the most suitable time, and then obtain the most applicable market information.
The design of survey methods includes: the selection of survey methods, questionnaire design, sampling design, personnel selection and pre-interview training.
There are three ways to choose from in questionnaire survey:
(1) Communication questionnaire survey: Prepare a questionnaire letter and send it to the sample families. Ask the respondents to answer the questions one by one, and then send the questionnaire back.
(2) Telephone interview survey: After sampling, users of the power station directory are taken as the mother group, and visitors visit the sample households by telephone to obtain survey data.
(3) Personnel interview survey: trained interviewers visit sample families to obtain survey data.
There are many factors to consider when choosing a questionnaire survey, so I list them in the following table (see the table below) for consideration when choosing.