To conduct market research, we must first make clear the objectives of market research. According to the different needs of enterprises, the objectives of market research are also different. When implementing business strategy, enterprises must examine the development trend of macro-market environment, especially the future development of their industries.
When making marketing strategies, enterprises should investigate market demand, market competition, consumer buying behavior and marketing elements. When an enterprise encounters problems in its operation, it should conduct market research according to the existing problems and their causes.
Second, the investigation plan
A perfect market research scheme generally includes the following aspects:
1. Requirements for investigation purposes
According to the objectives of the market survey, the specific purpose requirements of this market survey are listed in the survey plan. For example, the purpose of this market survey is to understand consumers' buying behavior and consumption preferences for a certain product.
2. Respondents
The objects of market research are generally consumers, retailers and wholesalers. Retailers and wholesalers are merchants who distribute the products under investigation, and consumers are generally consumer groups who use the products. When taking consumers as the survey object, it should be noted that sometimes the buyers and users of a certain product are inconsistent, such as the baby food survey, and the survey object should be the mother of the child.
3. Investigation contents
The survey content is the basis of data collection and helps to achieve the survey objectives. The specific investigation content can be determined according to the purpose of market research. For example, when investigating consumer behavior, we can list the specific content items of the investigation from three aspects: consumer purchase, use and post-use evaluation.
4. Questionnaire
Questionnaire is the basic tool of market research, and the quality of questionnaire design directly affects the quality of market research.
5. Survey area
The investigation area should be consistent with the sales scope of enterprise products. When conducting market research in a city, the scope of investigation should be the whole city.
6. Sampling
The survey sample should be taken from the survey object. Because the survey objects are widely distributed, it is necessary to make a sampling plan to ensure that the sampling instinct reflects the overall situation.
7. Methods of data collection and collation
In market research, the commonly used data collection methods are investigation, observation and experiment. Generally speaking, the former method is suitable for descriptive research and the latter two methods are suitable for exploratory research.
Three. working face
1. Organizational leadership and staffing
Establish the organization and leadership of the market research project. The marketing department or planning department of the enterprise can be responsible for the organization and leadership of the survey project, and set up a market research team for the survey project to be responsible for the specific organization and implementation of the project.
2. Recruitment and training of interviewers
Interviewers can be recruited from college students majoring in economic management, and the number of questionnaires that each interviewer can complete in 1 day can be determined according to the time of completing all questionnaires in the survey items, and the number of interviewers can be approved.
3. Work progress
Arrange a timetable for the whole process of market research project, and determine the work content and time required for each stage.
4. Cost budget
The cost budget of market research mainly includes the design and printing of questionnaires; Interviewer training fee; Visitor service fee and gift fee; Questionnaire statistics processing costs, etc. Enterprises should verify the expenses that will occur in the process of market research and reasonably determine the total cost budget of market research.
Fourth, field investigation.
After the market survey preparation is completed, the questionnaire field survey is started, and the organization of the field survey should do a good job in two aspects.
1. Do a good job in organizing and leading the field investigation.
Field investigation is a complicated and tedious work. It is necessary to determine the number of survey samples, the number of investigators, the number of samples that each investigator should visit and the visit route according to the pre-determined survey areas, and each survey area is equipped with a supervisor.
Clear the tasks and responsibilities of investigators and visitors, so that the tasks are put in place and the work objectives and responsibilities are clear.
2. Do a good job of coordination and control of on-site investigation.
The survey organizer should keep abreast of the completion of the field survey and coordinate the work progress among the visitors; It is necessary to keep abreast of the problems encountered by the interviewer during the interview and help solve them. Put forward a unified solution to the * * * problems encountered in the investigation.
V. collation and analysis
After the field investigation, it will enter the stage of sorting out and analyzing the investigation data. After collecting the completed questionnaires, the investigators will check the questionnaires one by one, eliminate the unqualified questionnaires, and then uniformly number the qualified questionnaires to facilitate the statistics of the survey data.
The statistics of survey data can be completed by Excel spreadsheet software. After inputting the survey data into the computer and running the Excel software, a large number of statistical data that have been tabulated can be obtained. Using the above statistical results, we can make a comprehensive analysis of the survey content according to the requirements of the survey purpose.
Investigation report on intransitive verbs
Writing a survey report is the last work content of market research, and the results of market research will be reflected in the final survey report and submitted to enterprise decision makers as the basis for enterprises to formulate marketing strategies.
The market survey report should be written in a standardized format, and a complete market survey report format consists of title, table of contents, abstract, text, conclusions and suggestions, annexes, etc.
Extended data:
1, which is helpful to better absorb the advanced experience and latest technology at home and abroad, improve the production technology and management level of enterprises.
In today's world, science and technology are developing rapidly, and new inventions, creations, technologies and products are emerging one after another and changing with each passing day. The progress of this technology will naturally be reflected in the form of products in the commodity market.
2. Provide decision-making basis for enterprise management departments and relevant responsible persons.
Only when any enterprise has a practical understanding of the market situation can it formulate a targeted marketing strategy and business development strategy.
3. Enhance the competitiveness and viability of enterprises.
Due to the development of large-scale production and the progress of technical level in modern society, the competition in commodity market is becoming increasingly fierce.
References:
Baidu Encyclopedia-Market Research