A. In first-tier cities (another new concept? In short, it is a fully market-oriented marketing manager of large enterprises with high degree of internationalization and high national income. In the eyes of marketing managers, market research companies are professional companies that provide market research for enterprises, especially the collection and analysis of marketing management data. This answer is undoubtedly the most orthodox, accurate and unworthy of reference!
b，
But in the eyes of many administrators, market research companies are similar to information services, intermediary consulting, marketing planning, creative companies and so on. They think that some literati can't do great things after going to sea, and they can't do "serious" deceptive big business, so they should run a company that can fool the bosses of "serious deceptive big business". My description here should be accurate. Don't trust me. Ask the cadres of the administrative organs. It's a compliment for them to treat the investigation company like this!
C, and in the eyes of some young women, street residents, employees of small enterprises, especially commercial organizations, or ordinary individual vendors, they think that your market research company is a private detective company, which specializes in helping them collect debts, check extramarital affairs, investigate the traces of special objects, and even help them engage in some illegal soliciting activities. This explanation is the biggest misinterpretation and impression of professional market research companies so far! Professional market research and market research industry should be popularized, which is an important aspect.
D However, there are still some enterprise bosses, especially some elderly people in state-owned enterprises. They think that your market research company is a "professional company", which can help him find out the financial data, cost composition, source of purchase, income distribution, personnel background and even internal and external relations of competitors, that is, a company specializing in illegal events that are not allowed by national laws. I'm flattered! People in market research companies really don't have that much skill.
E, there is another category, which is also considered "good" by some old-fashioned enterprise managers: aren't you investigating the company, then why don't you investigate who your customers have cooperated with instead of doing business with me? Or: you give me the addresses, phone numbers and names of those family members, and I will contact them directly, or: you help me collect the numbers of mobile phone users so that I can advertise directly. . . Wait a minute.
F, the above are all "medium" or "small" situations for you, and there is also a "big" situation: you give me a survey to see how our company's products surpass other brands. There must be a simple and immediate solution, and I will ask you questions! ! Or: Our group is going to be reorganized. Can you demonstrate our future marketing strategy for me? Wait a minute. These problems are not too outrageous, but they are big problems for market research companies. Strictly speaking, market research companies have no ability or obligation to complete these big problems for you.
Above, only the first one is reasonable and correct. Market research company is a professional company that applies statistics, sociology and other professional technologies to engage in legal market research, including data collection and data analysis, and produces investigation and research results.
B, C, D and E are completely wrong and violate the understanding of law and morality. They are a kind of ignorance, which is an objective reflection of China's short opening-up time and people's backward concepts and knowledge. Of course, it can also be gradually changed through learning and experience accumulation.
But F is a problem that management and industry should pay attention to. It is normal for different enterprises to have these needs in different development periods, and it may also be met by market research companies.
Generally speaking, for a formal large-scale enterprise with sufficient funds and modern management, F demand should be met by professional management consulting companies, not market research companies. Of course, Truth Market Research Company has also met many small and medium-sized enterprises (regional companies), and it really needs a comprehensive service: giving more specific strategic suggestions on the basis of market research. For example, a handicraft organization in Hong Kong spent nearly one million yuan to entrust a management consulting company to do a strategic consulting report. However, enterprises are still unable to understand the specific market information and make business decisions. This is to entrust Truth Company to conduct market research, hoping to give specific conclusions and strategies. After an effective sampling survey, according to the obtained data, Truth Company applied marketing technology and gave an operable product listing strategy and marketing plan based on market data. The enterprise only spent more than 200 thousand yuan to achieve the goal, and the effect after implementation is also very ideal. After more than two years, the company also called to express its gratitude.
To sum up, at present, in China, the main business of market research companies is to provide data collection and analysis services based on customer research for super-large (modern management) enterprises. A few companies can also provide market strategy consultation for these customers under certain conditions, or provide collaborative services in data analysis for professional management consulting companies.
Companies that provide private detective services such as market investigation, business investigation and information investigation actually belong to private detective companies, because the domestic market is closed and it is not allowed to register private detective companies, which has caused this confusion. This is just like the situation that the sex service industry is not allowed in China. After a long time, people have changed the normal honorific title of "Miss" into a special title for female sex workers. This is a characteristic. Past lives of market research companies.