The purpose of market research is to collect the required information and adopt appropriate methods and means to conduct market research, which is the primary problem to achieve the purpose of research. Commonly used market research methods are divided into field research and literature research. First-hand information is obtained by field investigation, and second-hand information is obtained by literature research. Both have their own advantages and disadvantages and are often used in combination. Specifically, the commonly used methods of clothing market research are as follows.
1. Special investigation
Thematic investigation is a research method in which researchers design questions and respondents answer them. According to different specific forms, there are mainly interviews (oral questions and answers) and questionnaires (written questions and answers).
2. Observation and research
Observations and investigations are recorded directly by researchers or by means of tools, such as symbols, words, pictures, memories, videos and photos. This is a research method commonly used by fashion designers.
The above two methods are first-hand information.
3. Literature research
Literature research collects all kinds of existing information and intelligence materials through internal and external channels. Internally, useful information can be obtained by collecting enterprise profiles, sales reports, research reports, customer comments, etc. Externally, more high-end information can be obtained through relevant books and magazines, authoritative research institutions, various clothing fairs, academic exchanges and the Internet. Using this method to obtain second-hand information saves manpower and material resources and avoids duplication of work.
Second, the process of clothing market survey
Due to the different research purposes and methods, the working procedures will be different, but the general procedures are basically the same. To sum up, there are mainly the following steps.
1. Define the purpose and task of the investigation.
Before starting the investigation, researchers must make clear the purpose of the investigation, that is, they must ask questions before they can determine the object, scope and methods of the investigation. For example, a brand of women's clothing does market research for the development of new products in the next season. The purpose is clear, and the research content can be determined, including women's fashion trends (colors, fabrics, styles, etc. ) Next season, the market situation of the product sales area in the current season, the elements of this brand's clothing to attract consumers this season, and the clothing trend of the target brand in the next season.
2. Design the research scheme
After defining the purpose of the investigation, the next step is to make a perfect investigation plan to prepare for the most effective realization of the purpose. Specifically, it includes the content, object, method, place, time, data collection and arrangement methods of the survey. From the purpose and content of the above example, it can be determined that the survey objects are consumers and clothing products, including self-owned brand products and brand products equivalent to their own brands; The investigation methods can be inquiry, observation and network investigation. The survey site should be representative and the target customers should be relatively concentrated; Investigate more than once to avoid one-sidedness.
3. Field research
With a clear research plan, you can conduct field research. In the process of investigation, we should always follow the attitude of seeking truth from facts and exercise good communication skills and adaptability.
4. collation and analysis of survey data
(1) Editing and sorting: To edit and sort out intelligence data, we must first check the data errors to ensure the authenticity and accuracy; Next, make classified statistics for use and analysis. If the consumer's satisfaction feedback on the brand clothing is statistically analyzed, we can naturally get the factors that attract consumers and the places that need to be improved.
(2) Inductive analysis: analyze and summarize the data and situations obtained from the investigation and draw a conclusion. The best method used here is comparative analysis. For example, through on-the-spot investigation and online investigation, we can get the fashion trend of women's clothing in the next season, which is a broad trend. It is necessary to compare the clothing characteristics of the target brand and the consistent style of the brand clothing in the next season, so as to draw a conclusion and determine which part of the fashion trend the brand should use for product development in the next season.
Step 5 write a research report
Writing a research report is the last link of market research, the final result and the basis of the next step. A complete market research report format consists of title, table of contents, abstract, text, conclusions and suggestions. The research report requires that the center should be prominent, the structure should be tight, the materials and viewpoints should be consistent, and it can answer the questions raised in the research task.
(1) Title page: includes title, researcher, report completion time, etc.
(2) Directory.
(3) Summary: including the background and reasons of the investigation, the scope and objects of the investigation, the methods of the investigation, the conclusions and suggestions of the investigation.
(4) Text: including the purpose and task of the investigation, the methods used in the investigation, and the information and materials obtained in the investigation, among which the second-hand materials should be marked and quantitatively analyzed.
(5) Conclusion: Summarize the investigation work, answer the purpose of the investigation and put forward personal opinions. This is the most meaningful part of the whole research report.