Market research refers to the use of scientific methods to collect, record and sort out information and materials related to marketing purposefully and systematically, analyze the market situation, understand the market situation and its development trend, and provide objective and correct information for market prediction and marketing decision.
The process of market research:
There are many ways to do market research in the early stage. Specifically, you should take reasonable steps according to your actual situation, business direction, preliminary plan and other information you need to obtain:
(1) Determine the content, purpose and requirements of the investigation.
Before the investigation, the content, purpose and requirements of the investigation should be made clear. According to the object of investigation, draw up what needs to be understood, set the goal of investigation, and then proceed in an orderly and reasonable manner.
(2) Preliminary screening questions to ensure the validity of the survey results.
After determining the objectives and objects of the investigation, we should sort out and analyze the problems, narrow the scope of the investigation as much as possible, reduce the investigation energy and ensure the effectiveness of the investigation results.
Market project survey population statistics:
(3) Carry out effective formal investigation.
Through the investigation plan, using scientific methods, according to the predetermined purpose, systematically investigate, collect, record and sort out the information, data and situation about the market.
(4) sorting out and analyzing market information, data and situations.
When collecting market information, data and information, it should be edited and sorted out to check the accuracy of the survey data. When sorting out the data, we should eliminate the wrong information, then sort out the statistics of the data and finally draw a conclusion.
The relationship between market research, analysis and forecast;
In the investigation, we should also choose the correct investigation method. There are many methods of market field investigation, mainly including observation, experiment, interview and questionnaire survey.
(1) observation method.
It is the most basic method of social investigation and market research. It is based on the object of investigation and research, and is investigated and collected by investigators in a direct way with eyes, ears and other senses. For example, market researchers go to the interviewee's sales place to observe the brand and packaging of goods.
(2) Experimental methods.
Investigators follow up the requirements of the investigation, control the investigated objects under specific environmental conditions through experiments, and observe them to obtain corresponding information. The control object can be price, quality, packaging, etc. Under controllable conditions, observe market phenomena and reveal market rules that are not easy to occur under natural conditions. This method is mainly used in marketing experiments and consumer use experiments.
(3) Access mode.
It can be divided into structured access, unstructured access and collective access.
Structured interview is an interview with a designed structured interview questionnaire. Investigators should conduct interviews according to pre-designed questionnaires or interview outlines, and conduct interviews by asking questions and recording. The tone and attitude of questions should also be consistent as far as possible.
There is no uniform questionnaire for unstructured interviews, and investigators can talk freely with the interviewees. Extensive communication can be conducted according to the contents of the survey. For example, talk about the price of goods and understand the respondents' views on the price.
Group interview is to listen to the interviewees' ideas and collect information through group discussion. It can be divided into expert group visit and consumer group visit.
(4) Questionnaire survey.
By designing a questionnaire, we can get the information of the respondents. The survey data is designed as a questionnaire to obtain the opinions of the respondents and form a written answer. In general field survey, questionnaire is the most widely used, and it is also widely used in online market survey.
Market research structure chart: