2. Actual investigation. In the investigation, investigators should always maintain an objective attitude, do not use subjective imagination instead of objective facts, and should not use induced language when asking questions. It is necessary to deeply analyze the new problems in the investigation, so that the investigation can achieve better results.
3. Write an investigation report. Before writing, it is necessary to analyze the information obtained in the investigation and write an analytical investigation report. The main contents of the investigation report include: the purpose, contents, objects, methods, results, conclusions and suggestions of the investigation.
Extended data
Research methods of market research
First, field research.
Field investigation can be divided into inquiry, observation and experiment.
1. inquiry method: it is a method for investigators to ask questions or solicit opinions from respondents in various ways to collect market information. It can be divided into in-depth interviews, GI seminars, questionnaires and other methods, among which questionnaires can be divided into telephone interviews, mail surveys, indwelling questionnaires, home visits, street stops and other forms of investigation.
Matters needing attention when using this method: the questions asked are really necessary, the interviewee has the ability to answer, the interview time should not be too long, and the tone, wording, attitude and atmosphere of the inquiry must be appropriate.
2. Observation: it is a research method that investigators observe and record the behaviors and expressions of the respondents directly or through instruments at the research site to obtain information.
3. Experimental method: it is a method to investigate the market information of a product or the implementation effect of a marketing measure through actual and small-scale marketing activities. The main contents of the experiment include product quality, variety, trademark, appearance, price, promotion method and sales channel. It is often used for trial sales and exhibitions of new products.
Second, special research
Special surveys include fixed samples, retail sales, consumer survey teams and other continuous field surveys; Using projection method, conjecture test method and semantic difference method to study purchase motivation: CATI computer survey and other forms.
Third, research on competitors.
"Know yourself and know yourself, and you will win every battle", the oldest idiom in China summarizes the importance of competition research. In today's increasingly fierce market competition, not knowing the competitive market situation and competitors means there is no chance of winning.
Baidu Encyclopedia-Market Research Plan
Baidu Encyclopedia-Market Research