Observation method
There are two methods: direct observation and actual micro-measurement.
The so-called direct observation method refers to the investigator's purposeful, systematic and step-by-step observation and recording of the behavior, words and expressions of the respondent in order to obtain first-hand information. Its biggest feature is that it is always carried out under natural conditions, and the materials obtained are true and vivid, but the observation results will be one-sided because of the particularity of the observed object.
Actual trace measurement is to observe and investigate through the actual trace left by an event, which is generally used to investigate the traffic of users and the effect of advertisements. For example, an enterprise advertises in several newspapers and magazines, and a form or explanation is attached below the advertisement for readers to read, cut and send back to the relevant departments of the enterprise respectively. From the recycled forms, enterprises can know which newspapers and magazines have the best advertising effect, and provide reliable information for selecting advertising media and measuring advertising effect in the future.
Query method
It is to ask the respondents about the matters to be investigated in person, in writing or by telephone, so as to obtain the required information. It is the most commonly used method in market research and can be divided into four types: interview survey, telephone survey, mail survey and indwelling inquiry form survey. They have their own advantages and disadvantages. Interview survey can directly listen to each other's opinions, which is flexible, but the cost is high, and the results are easily influenced by the technical level of the investigators. E-mail survey is fast and low in cost, but the recovery rate is low. Telephone survey is fast and the cost is the lowest, but it is limited to users with telephones, and its integrity is not high. The indwelling inquiry form can make up for the above shortcomings. The investigator handed the questionnaire to the respondent face to face, explained the method, filled it out by himself, and then the investigator took it back regularly.
experimental method
Usually used to investigate the influence of a certain factor on market sales. This method is to carry out small-scale experiments under certain conditions, and then analyze the actual results to see if it is worth popularizing. It has a wide range of applications. This method can be used to investigate the user's reaction when changing the variety, quality, packaging, design, price, advertisement, display mode and other factors of a commodity.
Content of market survey
There are many contents of market survey, including market environment survey, including policy environment, economic environment, social and cultural environment survey; Investigation on the basic situation of the market, mainly including market norms, overall demand, market trends, market distribution share of the same industry, etc. ; Investigation on sales possibility, including the number and demand of existing and potential users, the changing trend of market demand, the market share of competitors' products, the possibility and specific methods of expanding sales; You can also investigate consumers and consumer demand, enterprise products, product prices, social and natural factors affecting sales, sales channels, etc.
Determine the way of market research
1, determined according to the scope of market research.
(1) Market survey in a narrow sense refers to the survey of market consumption (including productive consumption of enterprises and personal consumption). Its contents mainly include:
(1) the sales volume and potential demand of commodity market, and analyze the market share and changes of enterprises.
② The sales volume, maximum demand and consumption characteristics of the regional market, and analyze the possibility of developing the regional market.
③ Changes in consumers' preferences and analysis of new target markets.
(4) The objective factors that cause the change of market commodity sales.
⑤ Changes in urban and rural market demand (characteristics and changing rules).
⑥ The commodity demand structure of consumers with different income levels, and analyze the changes of consumer psychology.
(2) Market survey in a broad sense refers to the study of all commercial activities in the process of goods or services from producers to consumers on the basis of narrow survey. Mainly includes:
(1) Combination of commodity production and marketing;
(2) the combination of commodity purchase and sale;
③ Transportation and storage;
④ About sales staff;
⑤ Cost and profit of commodity sales, and analyze the economic interest relationship among industry and commerce, agriculture, commerce and businessmen.
2, according to the purpose of market commodity consumption.
(1) consumer market survey
Here refers to the market composed of commodity buyers and users (that is, final consumers) for the purpose of meeting individual needs.
(2) producer market survey
Here refers to the market (also known as the market of means of production) formed to meet the production needs such as processing and manufacturing. It can be subdivided into industrial market, agricultural market and service market. Others include: intermediate market, government market, international market, etc.
(3) the difference between consumer market survey and producer market survey:
Commodity buyers are different (the former is an individual or a family, and the latter is a productive enterprise).
Commodities have different uses (the former means of subsistence and the latter means of production).
The characteristics of buying and selling activities are different.
(4) the connection between consumer market survey and producer market survey:
The purchasing and selling activities of producer market should be based on consumer market, because the purpose of producer procurement is to produce products that meet the needs of consumer market. The demand reflected by the consumer market is the real final consumption demand. Therefore, we must attach importance to the investigation and analysis of the consumer market and take consumers as the center.
3, according to the purpose of market research information.
(1) Exploratory market survey
(2) Descriptive market survey
(3) Causality market survey
(4) Predictive market research
The above four types of market surveys are conducted to meet the different information needs of decision makers. The relationship between the two is that the latter includes the former, and the latter always provides more information on the basis of the former.
4. Organize market research by time level.
(1) Regular market survey (irregular)
(2) Regular market survey
(3) Temporary market survey (one-off)
5. Organize market research by spatial level.
According to the geographical and spatial levels of the survey, it can be divided into international, national and regional market surveys. According to the regional spatial hierarchy, it is helpful for enterprises to understand the market characteristics of different regions, grasp different consumption needs, find new market opportunities, choose the best target market and marketing strategy, and explore and occupy new markets.
6, according to the level of commodity market research.
(1) Classification of commodity types
According to the commodity grade, it is divided into different types, such as daily industrial products, food, non-staple food and so on. Each kind of goods can also be divided into different subcategories (for example, daily industrial products can be divided into clothing, shoes and hats, electrical appliances, clocks and watches, department stores, etc.). ).
(2) the purpose of commodity type classification
Market survey is divided into different types, the purpose of which is to conduct in-depth research and analysis of various market problems, so as to put forward different survey requirements according to the characteristics and functions of different types, choose correct methods and technologies, and obtain good survey results.
7. According to the information sources of market research.
According to the information sources of market research, it can be divided into:
First-hand information: also known as first-hand information, refers to the information collected by investigators through field investigation. Its characteristics are: strong pertinence and good applicability, but high cost.
Second-hand data: also known as indirect data, is the data processed and sorted out by others for a certain purpose. Its characteristics are: low acquisition cost, short time and poor applicability.
(1) First-hand information survey method
Inquiry method: it is a means to collect information through inquiry. It mainly includes four forms: ① individual visit; ② Group visits; (3) telephone survey; (4) mail survey.
Observation method: refers to a method in which investigators go directly to the investigation site to observe and collect data. Advantages: data can be collected objectively, and the investigation facts and the behavior of the respondents on the spot can be directly recorded, and the investigation results are closer to reality. Disadvantages: no internal factors can be observed, and the investigation time is long. This method mainly includes three forms: ① direct observation, ② workshop observation and ③ actual trace measurement.
Experimental method: choose one or two factors from many factors that affect the investigation, carry out small-scale experiments under certain conditions, and then analyze the experimental results to see if it is worth popularizing on a large scale. Advantages: More accurate raw data can be obtained. Disadvantages: the experimental market is not easy to choose, with many interference factors, long time and high cost. This method mainly includes two forms: ① product packaging experiment and ② new product sales experiment.
(2) the content of second-hand information survey
Second-hand information mainly investigates the following contents:
(1) Internal data of the enterprise (including internal records and statistical data of relevant departments. Reports, financial statements, letters from users, etc. ); (2) Statistical data published by government agencies and financial institutions; ③ Publicly published periodicals, literary magazines, books, research reports, etc. (4) information released by market research institutions, consulting institutions and advertising companies; (5) Industry materials published by industry associations, product catalogues, samples, product manuals and publicity materials of competitive enterprises; ⑥ Relevant policies, regulations, rules and plans, etc. Published by the government; ⑦ Information provided by sales staff; Information provided by suppliers, distributors and enterprise information networks; Pet-name ruby exhibitions and trade fairs send information publicly.
Contents and types of market research
Because there are many factors that affect the market, the scope of market research and prediction is very wide. Any factors that directly or indirectly affect the marketing situation of enterprises may be included in the scope of investigation and prediction. The contents of market research and forecast can include the following aspects:
1, investigate the macro market environment.
The main contents of the macro-market environment investigation include: political, legal, economic, demographic, social, cultural and technological environment.
2. Investigate market demand
The market demand survey mainly includes: the market demand of goods (the total market demand is mainly related to six factors: ① products; 2 customers; ③ geographical area; 4 time limit; ⑤ Marketing environment; ⑥ Marketing mix plan); Demand structure (refers to the demand structure for food, clothing, housing and transportation); Demand time (understand the season and month of consumer demand and the variety and quantity structure within the demand time. )
Step 3 survey consumers
In order to accurately grasp the needs of consumers, it is usually necessary to investigate the demographic composition, family, occupation and education, income, purchasing psychology and purchasing behavior of consumers, and then draw a conclusion.
4. Investigate the whole process of the enterprise's own operation.
Product survey: mainly includes: ① producer production capacity survey; ② Investigation of the product itself; ③ product packaging investigation; ④ Product life cycle investigation.
Sales channel survey: the specific form of commodity circulation channels determines the specific content of sales channel survey (generally: ① wholesalers; 2 retailers; (3) Producer sales market.
Promotion survey: The specific contents include: promotion forms, innovative features of promotion activities, etc.
Sales and service survey: the number of service outlets provided by enterprises at present, the response of consumers, etc.
Step 5 investigate competitors
The investigation of competitors is mainly to understand:
The number of competitors, the main competitors, whether there are potential competitors;
Business scale, personnel composition and marketing organization of competitors;
The variety, quantity, price, cost level and profitability of the commodities operated by competitors;
The supply channels of competitors and the degree of control over sales channels;
Promotion methods adopted by competitors;
The price policy of competitors;
Name, production capacity, market share, sales volume and sales area of competitors.
[Editor] Online Market Research
1. Similarities with traditional market research
Like traditional market research, online market research mainly explores the following aspects:
Market feasibility study
Analyze the sales opportunities and potentials in different regions and various factors affecting sales.
Competition analysis, product research, packaging testing, price research.
Advertising monitoring and effect research, corporate image research
Consumer research;
Dynamic change analysis of market nature.
2. The characteristics of online market research
The online market survey can make full use of the characteristics of the Internet, such as openness, freedom, equality, extensiveness and directness. Compared with traditional market research, online market research has the following characteristics:
(1) timeliness and * * enjoyment of network information:
Network information can be quickly transmitted to users on the Internet, and any netizen can vote and check the results, thus ensuring the timeliness and interest of network information.
(2) The convenience and low cost of online survey:
It saves a lot of manpower and material resources consumed in traditional investigation.
(3) The interactivity and sufficiency of network survey.
In the process of investigation, the respondents can put forward more opinions and suggestions on the issues involved in the questionnaire in time, which can reduce the deviation of the investigation conclusions caused by unreasonable questionnaire design.
(4) The reliability and objectivity of network survey results.
Respondents participated in the survey on a completely voluntary basis, and the survey was more targeted; The filling of the questionnaire is voluntary, and the people who fill it are generally interested in the content of the survey and answer the questions relatively seriously; It can avoid the deviation of investigation conclusion caused by human error in traditional investigation.
(5) Internet research is not limited by time, space and region: it can be conducted 24 hours, which is very different from the traditional research methods limited by region and time.
(6) Verifiability and controllability of online survey: A comprehensive and standardized indicator description can be attached to the online questionnaire, which is conducive to eliminating the survey deviation caused by unclear understanding of indicators or different explanations by investigators; The re-examination of the questionnaire is automatically realized by the computer according to the set inspection conditions and control measures, which can effectively ensure the re-examination of 100% questionnaire; Through the identity verification technology of the respondents, fraud in the process of information collection can be effectively prevented.
(7) Limitations of online survey: unspeakable information (information is not coded and cannot be expressed in words. ) and human bounded rationality (physiological limitations and language limitations).
4, the main means of online market research.
(1) induce visitors to visit
(2) Ask visitors by email or visitor register.
(3) Design a questionnaire survey on the enterprise website.
(4) online Delphi method.
(5) Use corporate websites to collect market information.
(6) Select a search engine.
(7) Using database
(8) Appropriate market information survey content on the Internet.
Network market research has no space and geographical restrictions, and everything is random. Investigators can't predict who will visit the corporate website, nor can they determine the sample of respondents. Even those consumers who buy enterprise products online, it is a very complicated problem to know their identity, occupation, gender and age accurately.
Therefore, one of the keys of online market research is how to identify and attract more visitors and make them interested in the two-way online communication of enterprise websites. To solve this problem, the following measures and strategies can be taken.
Contents of market research report
The main contents of the market survey report:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, the method of analysis. Such as sample extraction, data collection, collation, analysis technology, etc.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.