The basis of investigation is investigation, which is aimed at data collection and intelligence summary of the objective environment. Investigation is the analysis and judgment of data collection and intelligence summary of the objective environment on the basis of investigation, which serves the goal, and market research is the information collection and data analysis to achieve the management goal.
Second, the process of market research
The important links of market research are mainly in two aspects: information collection, investigation and analysis, and information collection is to provide data for investigation and analysis; Investigation and analysis is the analysis of information data and the writing of investigation report, and management plans such as enterprise strategic objectives and management plans are formulated according to the investigation report.
1. information collection
Information collection is the collection of market environment information. The authenticity and validity of the collected data directly affect the scientificity of investigation and analysis, and the authenticity and validity of the collected data directly depend on the investigation methods of information collection.
Market research is an independent discipline, and the market research methods in books are systematic and professional, but market research runs through enterprise management from beginning to end. Due to the limitation of manpower and material resources, enterprises cannot systematically obtain information. Although the market research momentum of some large enterprises is huge, the research methods of giving gifts and lottery, combining inquiry and questionnaire survey can be found from the research site that the false information provided by the respondents accounts for a considerable proportion and is the most effective.
In-depth research method is an effective research method to collect information in the market according to the purpose of research. This research method is targeted, economical and effective.
Enterprise management needs a lot of information, and the market is a huge information system. For the pertinence of information collection, in-depth research method, like professional research standards, also requires the formulation of research topics and research scope according to research purposes. The most scientific standard is to draw up a detailed research plan, including research topics, research time, researchers, research sites, research expenses, research objects, research methods and other related contents, involving more than 3 people.
The difference between in-depth research method and conventional research method lies in emphasizing the research skills and industry comprehension ability of researchers in the process of information collection. Usually, research skills include research style and mastery of research channels. In terms of research skills, it is required to select representative professional channels and auxiliary channels according to the research topic, and set a reasonable proportion of channels to collect information according to the research effect. Trade shops, dealers, trade exhibitions and other channels are professional channels, which constitute the focus of information collection; Newspapers, bookstores, internet, telephone books, television and other channels are auxiliary channels, which constitute professional auxiliary channels. The choice of auxiliary channels is conducive to promoting the enrichment and display of information collected by professional channels; Secondly, the understandability of the industry requires researchers to be good at using observation, memory, inquiry, understanding and other research methods in the process of information collection, analyze the market while collecting information, and capture real market data through superficial market phenomena.
In information collection, in order to improve the research effect, some small gifts can be given appropriately, and some scientific research methods can be flexibly used as supplements, such as telephone consultation, questionnaire survey and industry visits. The central task of in-depth research method is to ensure the actual value of collected information by going deep into the market.
2. Investigation and analysis
Investigation and analysis is the summary and analysis of investigation information, and the investigation report should be written according to the analysis conclusion. The research report is a summary report based on the analysis of the research topic, and some suggestions can be put forward according to the research analysis. Research report is a concrete embodiment of the actual value of research through research data.
Research is the basic requirement of scientific management, but the requirement of scientific management for research is not whether enterprises have research behavior, but whether managers can make correct choices according to research reports. If information collection is the safety line of research quality, then research analysis is the lifeline of research quality, because analysis refines the value components of research and is more deeply reflected in a survey and analysis of the market. Many enterprises collect information in a standard way, but due to the lack of inspection and analysis capabilities,
There are two analytical methods in the book: qualitative analysis and quantitative analysis. On this basis, rational analysis is added to practical management, that is, the research information is analyzed and pondered on the basis of long-term market prospects by using management ideas and professional vision, so as to formulate a research and analysis report with practical value for enterprises. Usually, research and analysis should be composed of experts.
Third, the main points of market research
Ordinary market research is to provide data for enterprise management, while hierarchical market research is to provide basis for enterprise decision-making and find motivation for enterprise competition. The real significance of market research is that it enables managers to separate market research data from the current situation, but it needs to be realized through the function of enterprise planning on the basis of information analysis. Therefore, market research is not divorced from the field of enterprise planning.
Different standards of market research adopt different research methods and means. Ordinary market research can be carried out by business personnel, and hierarchical market research can be entrusted to professional research companies. Information is the eyes and ears of an enterprise. In order to polish the eyes of enterprises, modern enterprises should establish a perfect information system in research function, and conduct small-scale market research in front of the enterprise information system through daily information collection and internal data statistics.