Market research is a highly technical job. How well these technologies are mastered is directly related to the effectiveness of investigation. The following is a brief introduction to the selection technology of the survey object, the design technology of the questionnaire and the questioning technology.
Respondent Beijing Spayer Consulting Co., Ltd. chooses technology.
I. Market survey
Market survey is based on the overall market survey, mainly to conduct a comprehensive survey of some commodities in the market. For example, inventory survey, social saturation survey of a commodity, etc. Market survey is a specially organized survey activity, which is mainly used to collect more comprehensive and accurate statistical data that cannot or should not be obtained through normal surveys. There are two forms of market census: one is to organize special census institutions and personnel to directly investigate the investigation units; Another form is to summarize the statistical reports of government organizations and enterprises.
Beijing Spayer Consulting Co., Ltd.
The biggest advantage of market research is that the information obtained is more accurate. However, the workload of market survey is very large, and the survey content is time-sensitive, so more manpower and material resources need to be mobilized; At the same time, some contents are not suitable for market research, so this method is rarely used in market research.
Market survey is based on the overall market survey, mainly to conduct a comprehensive survey of some commodities in the market. For example, inventory survey, social saturation survey of a commodity, etc. Market survey is a specially organized survey activity, which is mainly used to collect more comprehensive and accurate statistical data that cannot or should not be obtained through normal surveys. There are two forms of market census: one is to organize special census institutions and personnel to directly investigate the investigation units; Another form is to summarize the statistical reports of government organizations and enterprises. Beijing Spayer Consulting Co., Ltd.
The biggest advantage of market research is that the information obtained is more accurate. However, the workload of market survey is very large, and the survey content is time-sensitive, so more manpower and material resources need to be mobilized; At the same time, some contents are not suitable for market research, so this method is rarely used in market research.
Second, focus on investigation.
The key investigation is to have a basic understanding of the overall situation through the investigation of key users and key areas that use the products of this enterprise. The objects selected in the key investigation should be users who have a great influence on the marketing of the enterprise, such as users who purchase the products of the enterprise and account for a large proportion of the total sales, or old customers, or users who have a certain influence on the purchase of other users. This kind of survey can enable enterprises to obtain important market information with less manpower, material resources, financial resources and time, but its accuracy is not as good as that of market survey. Beijing Spayer Consulting Co., Ltd.
Third, sampling survey.
Sampling survey is an incomplete survey. According to the principle of probability distribution, it is a method to extract some units from the investigated population as samples to infer the population. This method may produce some errors, but it takes less time and costs less than the census, and some contents that cannot be investigated in the market can also be adopted, and enterprises that cannot conduct the census can also do it. At the same time, in places that have been investigated, the census data can also be checked and corrected by sampling survey. Therefore, sampling survey is a common method in investigation and has been widely used in enterprise market survey. Beijing Spayer Consulting Co., Ltd.
The number of samples surveyed, from the accuracy of data, is the more the better, but the more data, the higher the cost. Therefore, the number of samples should be determined according to the nature of the things being investigated. If the gap between the respondents is not large, a small number of samples can be used. If the gap is large, more samples are needed. Beijing Spayer Consulting Co., Ltd.