There are many methods of market research, and enterprise market researchers can choose different methods according to the specific situation. market regulation

Survey methods can be divided into two categories. The first category is divided according to the selected survey objects, including comprehensive survey, key survey and random survey.

Sampling, non-random sampling, etc. ; The second category is divided according to the specific methods adopted by the respondents, including interview and observation.

Test method and experiment method. The following is a brief analysis of the characteristics of various survey methods.

(1) by respondents

1. Comprehensive survey: _ _ Comprehensive survey refers to the survey of all individuals included in the surveyed population.

. It can be said that a comprehensive survey of the market may obtain very comprehensive data, which can correctly reflect the objective reality and efficiency.

The fruit is obvious. If we systematically investigate the population, age, family structure, occupation and income distribution of a city.

After the solution, it will be very beneficial to real estate development. Due to the heavy workload of comprehensive census, a lot of manpower is needed.

, material resources, financial resources, long investigation period, generally only used in a small range. Of course, some materials can be borrowed.

For example, the census results of national authorities can borrow the relevant data obtained from the national census.

2. Focus survey: _ _ Focus survey is aimed at representative units or consumers in the whole.

Then draw a general conclusion. Using this survey method, because the number of respondents is small, enterprises can compare.

Less manpower, material resources and financial resources can be completed in a very short time. If you look at the demand for high-end housing, you can choose some.

As the survey object, big buyers often account for a large proportion of the demand for housing and the functional requirements of housing in the whole high-end business.

The vast majority of housing demand, thus inferring the demand for high-grade housing in the whole market. Of course, due to choice

Not all subjects, the survey results will inevitably have some errors, and market researchers should attach great importance to it, especially when

When the external environment changes greatly, the selected key objects may not be representative. For example, 1993 country

Macro-control has been strengthened, some real estate companies have restricted loans, insufficient funds, abnormal construction, cement and other materials.

The demand for materials has dropped sharply. In this case, the company should adjust in time, re-select the respondents and conduct an investigation.

After careful analysis, only such market survey results can provide useful basis for enterprises to formulate strategies.

3. Random sampling: _ _ Random sampling survey is to randomly select individuals from the investigated population as samples.

Infer the overall situation under a certain probability according to the sample. Random sampling plays an important role in market research.

It is widely used in practical work. The most important feature of random sampling is to randomly select samples from the matrix, and each sample has

Equal opportunities, that is, the probability of an event is equal, so that we can examine sample opportunities, that is, events.

The probability of occurrence is equal, so we can infer the mother's situation according to the results of the sample space investigated. Again

It can be divided into three types: one is simple random sampling, that is, all individuals in the whole have equal opportunities to be selected as samples;

The second is stratified random sampling, that is, all individuals in the group have equal opportunities to be selected as samples; The second is the randomness of stratification.

Sampling means organizing (stratifying) people according to certain characteristics (such as age, gender, occupation, etc.). ), and then from each group

Randomly take a certain number of samples; The third is random sampling, that is, the whole population is divided into several groups according to certain characteristics.

Random sampling is to take a part as a sample. There is a difference between cluster sampling and stratified sampling: cluster sampling is for sampling.

Divide the crowd into several different groups with the same nature, and then randomly sample each group.

In this way, each group has different samples; Stratified sampling is to divide the sample population into several categories, among which

There are differences between several categories, and each category is composed of samples with the same nature.

4. Non-random sampling method: _ _ non-random sampling method means that market researchers do not have randomness when selecting samples.

Yes, but first determine a standard, and then select the number of samples. So the chances of each sample being selected are not

Equality. Non-random sampling is also divided into three specific methods. (1) random sampling, also known as random sampling survey.

That is, market researchers choose samples at will according to the most convenient time and place, such as finding some pedestrians on the street at will.

Ask them about their views and impressions of the products. This is a common method in business circle survey. (2) Judge sampling

That is, through market researchers, according to their past experience to determine which individuals as a sample of the party.

Law. This method can play a certain role when the number of samples is small and the differences between samples are obvious. (3

Quota sampling, that is, market researchers classify the sample space through some control characteristics, and then investigate.

The researchers randomly selected a certain number of samples from each group. For example, a real estate company needs to investigate the purchase of houses by consumers.

Potential, especially to understand the desire of low-income consumers to buy a house, so that enterprises can seize the opportunity and make good investments.

Capital reserve. Consumers are divided into high, medium and low grades according to income and age.

China's national conditions are divided into four groups: under 27 years old and 28 -35 years old, 36 -55 years old and over 55 years old. The number of people being investigated is 300.

After assigning different proportions to each standard, the number of samples in each category is obtained.

(2) According to the survey method.

1. access method. This is the most commonly used market research method. Scientifically design questionnaires and effectively use individuals.

Access skills are the key to the success of this method.

The questionnaire should reflect the thinking of enterprise decision-making, which is the most important information that the marketing department of this enterprise cares about and wants most.

One of the sources. Therefore, if you want to do a good job in the investigation, you must design a questionnaire.

Steps to design a questionnaire:

First of all, according to the purpose of the whole research plan, clearly list what information needs to be collected by the questionnaire. For example, yes.

For real estate companies, it needs to obtain consumers' interest in buying houses and consumers' income in their investment fields.

There is also the affordability of buying a house, as well as the standard requirements of consumers for housing.

The second is to write a series of questions according to the information you need to collect and determine the type of each question. Real estate palace

If you want to occupy the market, you should not only know the current population distribution, age, family structure and housing area of the city.

Consumers have a house, but also understand the income level of residents (basic salary, bonus income, consumers

How much money is disposable after buying necessities and some durable consumer goods), but also understand consumers.

Whether there is any deposit at present, and we should understand consumers' interest and desire in buying houses, as well as consumers' lowest-level housing.

Requirements (design scheme, surrounding environment, building layout, etc.). ) and the relevant policies of local governments on real estate, banking and finance.

Relevant policies of consumer purchase system.

Third, according to the question type and difficulty, the question type (single choice, multiple choice, true or false, multiple items)

Multiple choice questions) and arrange the order of questions. The fourth is to select some investigators to make a preliminary test of the questionnaire and ask him.

Students do the questions, and then hold a forum or individual talk to ask for opinions. Fifth, according to the test results, make the necessary questionnaire again.

Need to be revised, and finally get a formal questionnaire. Matters needing attention in designing the questionnaire: First, the questions should be short. Because it's more

Long questions are easily confused by investigators. Secondly, each question on the questionnaire can only contain one content. Say it again,

Don't use technical terms, such as floor area ratio, frame structure, shear wall structure and tube-in-tube structure. one

Ordinary consumers are not clear about these technical terms.

Fourth, there should not be too many answers to questions, and the meaning of questions should not be ambiguous. A question only represents one thing. most

Then pay attention to the way of asking questions. Sometimes asking questions directly is not necessarily the best, but using indirect methods is the opposite.

Will get a better answer. For example, recently, real estate companies have done a lot of advertising and investigation in order to sell a commercial house.

When a reporter wants to know and understand the effect of these advertisements, it is better to show off his knowledge than to directly ask the interviewees what they think.

Go back and see how many people know about the property there.

2. Answer sheet method. The investigators will be surveyed together and ask everyone to answer a paper within the specified time.

A, so that respondents can't exchange opinions with each other, so that personal opinions can be fully expressed. Talking methods. market

Investigators talk face to face with the respondents, such as holding a symposium, and everyone speaks freely. Then you can also insert needles.

Conduct individual conversations with key subjects and conduct in-depth investigations. The biggest feature of this method is that it is very flexible and can

In order to investigate many questions, including some questions that seem to have nothing to do with the prepared questions, you can make up the tone.

Some important questions missed in the look-up table have a good conversation atmosphere and are unconstrained.

3. Telephone survey. This method is a way for market researchers to know consumers' opinions by telephone.

. If key households are regularly asked how they feel about the design, equipment, function, environment, quality and service of the property,

What do you think? Ask them to put forward some improvement measures.

4. Observation method. This method means that the investigator does not directly contact with the respondent, but observes from the side. this

The sample respondents showed no pressure and behaved naturally, so the survey results were satisfactory. There are three forms of observation.

5. Direct observation. Send someone to the scene to observe the investigation object. For example, you can send someone to the real estate exchange or

On-the-spot observation of consumers' behaviors and requirements of buying real estate, and investigation of consumers' trust in the company.

6. Actual trace measurement method. Investigators do not observe the buyer's behavior in person, but after the behavior occurs.

Traces of. For example, comparing advertisements in different newspapers and magazines is better.

7. Behavior record method. With the consent of the investigation. Use some equipment to record some behavior of the respondent.

. For example, installing a monitor on some home TVs can record when the TV is turned on and when it is turned on.

Waiting for customs clearance, which radio station to receive, how long it has been received, etc. This can help the marketing manager to choose which one in the future.

When is the best time for TV stations to broadcast advertisements? Investigators use observation, mainly in order to obtain those who have been

Information that observers are unwilling or unable to provide. Some buyers are reluctant to reveal some aspects of their behavior through observation.

Methods can be easier to understand, but observing the superficial phenomena of things can't get other information, such as people.

Feelings, attitudes, behavioral motives, etc. So investigators usually combine observation with other methods.

8. Experimental methods. Experimental method refers to narrowing the scope of investigation to a relatively small scope and obtaining it through experiments.

Some results, and then infer the overall possible results. For example, when investigating the advertising effect, you can choose a consumer to do it.

Advertise the respondents, and then improve the advertising words, audio and video according to the acceptance effect.

Experimental method is an important method to study causality. For example, study the impact of advertising on sales, while other factors are not.

Under the changing circumstances, the increase in sales can be considered to be entirely caused by the original influence of advertisements. Of course, the market situation is influenced by many factors.

Factors, during the market trial, consumers' preferences and competitors' strategies may change, so

Affect the experimental results. Nevertheless, the experimental method can provide the first method and observation method for studying causality.

Materials that cannot be provided have a wide range of applications.

Second, the survey scale and technical conditions

As a survey to understand consumers' expectations and buying behaviors, the larger the scale, the more credible the results.

Take it. However, due to the limitations of manpower, material resources and investigation technology, we have to take the following measures.

Consider the scale of the survey from four aspects.

(1) number of samples. Generally speaking, the larger the sample, the better, because it is statistically large.

Number theorem, large samples can reduce errors. However, a large sample will inevitably increase the cost of investigation, and

In the investigation practice, the large sample also introduces additional error factors, such as investigator fatigue and statistical error.

And the recovery rate is difficult to control. (2) The breadth of sample coverage. Sample coverage is synchronized with the number of samples.

According to, the wider the sampling range, the larger the number of samples required. If the number of samples does not increase with the increase, it is completely dependent.

Machine sampling method, although the sample is generally representative. But for each sample, it is still not representative.

Make love.

(3) the breadth of the problem. If the content of the inspection is too little, the original intention of the inspection will be lost;

On the other hand, if the content of the survey is increased as much as possible, the questionnaire will be too long, which will make the investigators lose patience and reduce the effect of the whole survey.

In addition, it is very likely that some investigators will lose patience and reduce the credibility of the whole investigation. In addition,

It is very likely that some investigators refused to cooperate, resulting in serious sampling deviation. These two aspects constitute the conclusion of the investigation.

The quantitative change of fruit leads to qualitative change, which makes the investigation meaningless.

(4) the depth of the investigation. Generally speaking, depth and breadth are like fish and bear's paw, and it is difficult to have both. more

In-depth investigation requires higher professional skills, longer time and higher funds for investigators.