Market research is the basis for enterprises to make marketing plans. There are two ways for enterprises to conduct market research, one is to entrust a professional market research company to do it, and the other is to do it by themselves. Enterprises can set up a market research department to take charge of this work. In the following, the author introduces the basic process of organizing and implementing market research based on the experience of recently completed market research. First, make clear the investigation objectives and conduct market research; First of all, we should make clear the goal of market research. According to the different needs of enterprises, the goal is different. When making business strategy, enterprises must examine the development trend of macro-market environment, especially the future development of their industries. When adopting enterprise system marketing strategy, it is necessary to investigate market demand, market competition, consumer buying behavior and marketing elements; When enterprises encounter problems in operation, they should conduct market research on the existing problems and their causes. Second, design a survey plan A perfect market survey plan generally includes the following aspects: 1. Survey Requirements According to the market survey objectives, the specific purpose requirements of this market survey are listed in the survey plan. For example, the purpose of this market survey is to understand consumers' buying behavior and consumption preferences for a product. 2. Respondents are generally consumers, retailers and wholesalers. Retailers and wholesalers are merchants who distribute the products under investigation, and consumers are generally consumer groups who use the products. When taking consumers as the survey object, it should be noted that sometimes the buyers and users of a certain product are inconsistent, such as the baby food survey, and the survey object should be the mother of the child. In addition, it should be noted that the consumers of some products are mainly aimed at a specific consumer group or a certain consumer group. At this time, respondents should pay attention to the main consumer groups of products. For example, cosmetics, respondents mainly choose women; For alcoholic products, the respondents are mainly men. 3. The survey content is the basis of collecting data and serves to achieve the survey objectives. The specific investigation content can be determined according to the purpose of market research. For example, when investigating consumer behavior, we can list the specific content items of the investigation from three aspects: consumer purchase, use and post-use evaluation. The content of the survey should be comprehensive, specific, clear and concise, and avoid covering everything, too much content and being too complicated, and avoiding including content irrelevant to the survey. 4. Questionnaire is the basic tool of market research, and the quality of questionnaire design directly affects the quality of market research. The following points should be paid attention to when designing the questionnaire (1). The design of the questionnaire should be closely related to the survey topic, highlight the key points and avoid unnecessary problems; (2) The questions in the questionnaire should be easily accepted by the respondents to avoid the questions that the respondents are unwilling to answer or make them embarrassed; (3) The order of questions in the questionnaire should be clear, logical and logical. Generally, easy questions are put in front, difficult questions are put in the middle, and sensitive questions are put at the end; Closed questions come first, and open questions come last; (4) The content of the questionnaire should be concise, and simple, direct and tendentious words should be used as far as possible to ensure that the respondents can complete the questionnaire in a short time. 5. Investigation area The investigation area should be consistent with the sales scope of enterprise products. When conducting market research in a city, the investigation area should be the whole city; However, due to the limited number of survey samples, it is impossible to cover every part of the city. Generally speaking, according to the population distribution of the city, mainly considering the income, education level and other factors in the characteristics of people and nature, several small survey areas can be delineated in the city. The principle of division is to make the comprehensive situation of each region consistent with the overall situation of the city, allocate the total sample to each region in proportion, and conduct interviews in each region. This can relatively narrow the scope of investigation, reduce the workload of field visits, improve the efficiency of investigation and reduce costs. 6. Sampling survey samples shall be drawn from the survey objects. Because the survey objects are widely distributed, it is necessary to make a sampling plan to ensure that the sampled samples can reflect the overall situation. The number of samples can be determined according to the accuracy of market research. The higher the accuracy of market survey results, the more samples, but the higher the survey cost. Generally speaking, the appropriate number of samples can be determined according to the use of market research results. In the actual market survey, the sample number of a medium-sized city market survey can be selected between 200 ~ 1000 according to the requirements of the survey items, and the sampling method in statistics can be used for sample extraction. In the specific sampling, we should pay attention to the control of the demographic characteristics of the samples to ensure that the demographic characteristics of the samples are consistent with the overall demographic characteristics of the respondents. 7. Methods of data collection and collation In market research, the commonly used data collection methods are survey, observation and experiment. Generally speaking, the former method is suitable for descriptive research and the latter two methods are suitable for exploratory research. When enterprises do market research, the survey methods are common, which can be divided into interview method, telephone survey method, mailing method and lien method. These investigation methods have their own advantages and disadvantages, which are suitable for different investigation occasions, and enterprises can choose according to the requirements of actual investigation projects. Generally, statistical methods can be used to sort out the data. Using Excel worksheet, you can easily process the questionnaire and get a lot of statistical data.