Quantitativemarketingresearch: It adopts the form of hypothesis, uses random sampling, infers the results from the number of samples, and is often used in large-scale research such as population census and economic strength survey. Common examples are: large-scale questionnaire, inquiry form system questionnaire, etc.
Extended data
research method
1, copywriting research
Mainly second-hand data collection, collation and analysis.
The main channels come from online information search and library information search.
2. Field research
Field investigation can be divided into inquiry, observation and experiment.
(1) Inquiry method: It is a method for investigators to collect market information by asking questions or soliciting opinions from respondents in various ways. 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.
3. Special investigation
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.
4. Competitor research
"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.
The fundamental goal of competition research is to know about competitors through all available information, including: product and price strategy, channel strategy, marketing (sales) strategy, competition strategy, research and development strategy, financial situation and human resources. , find out their own competitive weaknesses, help enterprises to formulate appropriate offensive strategies and expand market share; In addition, for the most advantageous part of competitors, we should formulate evasive strategies to avoid damage to enterprises.
Baidu Encyclopedia-Market Research
Baidu Encyclopedia-Market Research