1. Identify problems and assumptions
Because the main purpose of market research is to collect and analyze information, so as to help enterprises make better decisions and reduce decision-making mistakes, the first step of the survey requires decision makers and investigators to carefully determine and agree on the research objectives. As the saying goes, "A proper definition of a problem is half the solution". There are many things to examine on any issue. If the problem is not clearly defined, the cost of collecting information may exceed the value of the results of the investigation. For example, a company finds that its sales volume has declined for six months in a row, and managers want to know what the real reason is? Is it a recession? Reduced advertising spending? Consumers prefer change? Or is the agent's sales promotion invalid? Market researchers should first analyze relevant information, then find out research problems, make further assumptions and put forward research objectives. If the investigators think that the above problems are changes in consumer preferences, they will further analyze and put forward some assumptions. For example: ① consumers think that the company's product design is outdated; ② The advertising design of competitive product brands is better.
The main reason for putting forward the hypothesis and giving the research goal is to limit the scope of the investigation, and to test whether the hypothesis is established and write the investigation report from the data obtained from the subsequent investigation.
2. Determine the required information
After determining the questions and assumptions, the next step should be to decide what information to collect, which should naturally be related to the objectives of the investigation. For example: ① What is the attitude of consumers towards our products and brands? (2) What do consumers think of the price of our brand products? (3) What is the evaluation of TV advertisements of our company's brand and advertisements of competitive brands in consumers' minds? ④ Do different social classes have different attitudes towards our brand and competitive brands?
3. Determine the way to collect information
The third step requires the formulation of the most effective way to collect the required information, and it needs to be determined: data source, survey method, survey tool, sampling scheme and contact information.
If there is no suitable ready-made information (second-hand information), the collection of original information (first-hand information) becomes a necessary step. The way data is collected is related to the nature of the data needed. It includes experimental method, observation method and inquiry method. As mentioned in the previous example, the information needed is about the attitude of consumers, so market researchers can use inquiry to collect information. Personal interviews are more suitable for the investigation of consumers and facilitate in-depth communication between them.
4. Sampling design
In the stage of investigation and design, it is necessary to decide who the sampling object is, which puts forward the problem of sampling design. First, whether it is probabilistic sampling or non-probabilistic sampling depends on the accuracy required by the survey. Probability sampling has high estimation accuracy and can estimate sampling error. In terms of statistical efficiency, probability sampling is naturally better. However, from an economic point of view, non-probabilistic sampling design is simple and can save time and cost. Second, a problem that needs to be decided is the number of samples, which needs to take into account the issues of statistics and economic efficiency.
5. Data collection
Data collection must be completed by investigators, and the quality of investigators will affect the correctness of the survey results. Investigators are very suitable for college students majoring in marketing, psychology or sociology, because they have been trained in survey techniques and theories, which can reduce survey errors.
6. Data analysis
After data collection, all answers should be checked, and incomplete answers should be considered, or respondents should be asked again to fill the data gap.
In data analysis, the analysis results should be compiled into statistical tables or charts to facilitate readers to understand the analysis results, and the relationship between the analysis results and the assumptions determined in the first step can be seen from the statistical data. At the same time, the results should be expressed in the form of percentage and average of various data, so that readers can form a clear contrast with the analysis results. However, whether the difference between the percentage and the average value of various data is really statistically significant should be determined by using appropriate statistical test methods. For example, on the surface, there is a difference in the monthly consumption expenditure of some household goods between two income families, but whether there is a real difference can be analyzed by the average test method. Data can also be analyzed by some statistical methods, such as correlation analysis and regression analysis.
7. Investigation report
The last step of market research is to write a written report. Generally speaking, written investigation reports can be divided into two categories: ① special reports; (2) popularity report.
The readers of the special report are interested in the whole survey design, analysis methods, research results and various statistical tables, and they already know the technology of market research. Readers of popular reports are mainly interested in listening to the suggestions of market research experts. For example, senior decision makers in some enterprises.
Extended data:
Market survey refers to the use of scientific methods to collect, record, sort out and analyze the market situation purposefully and systematically, so as to understand the current situation and development trend of the market and provide objective and correct basis for enterprise decision makers to formulate policies, make market forecasts, make business decisions and make plans. Specific categories include:
Consumer survey: observe and study specific consumers, purposefully analyze their purchasing behavior, the evolution of consumer psychology and so on.
Market observation: comparative analysis of specific industrial fields, and research from the organizational perspective of economy, science and technology.
Product survey: study the development history, design, production and other related factors of the same product of a certain nature.
Advertising research: analyze and sort out the promotion effect of specific advertisements.
It may include the following contents: market trial sale: before the product goes on the market, provide a certain amount of trial products to designated consumers, and study the future market trend of this product through their reactions.
Concept test: for designated consumers, use questionnaires or telephone interviews to test whether new sales ideas have a market.
Mysterious shopping: arranging hidden researchers to buy specific goods or consume specific services, and completely recording the whole shopping process to test the attitude of products and services. Also known as mystery guest or mystery guest shopping.
Retail store audit: used to judge whether chain stores or retail stores provide appropriate services.
Demand estimation: used to judge the maximum demand level of products, so as to find big customers.
Sales forecast: after finding the maximum demand level, judge how many products or services can be sold.
Customer satisfaction survey: use questionnaires or interviews to quantify customer satisfaction with products.
Distribution review distribution channel audit: used to judge the attitude of potential retailers and wholesalers to products, brands and companies.
Price elasticity test: used to find out the consumers who are first affected when the price changes.
Quadrant research subdivision research: demographic method is used to divide the consumption behavior and psychological thinking of potential consumers into quadrants.
Research on consumer decision-making process: analyze the factors that affect consumers' purchase of this product and their behavior patterns when changing their purchase decisions.
Brand name test: to study consumers' feelings about new product names.
Brand equity: Quantify consumers' preference for different brands.
Research on advertising and promotion activities: investigate whether sales techniques, such as advertising, have achieved the expected benefits, and whether people who watch advertisements really understand the information. Did they really buy it because of the advertisement?
Source: Baidu Encyclopedia Market Survey