This is a problem that has no head or tail. If you ask me this, I can only say "Phuket" with regret. All research is purposeful, even the design of the questionnaire is no exception. Make the premise clear before you have the problem of how to design it.
Generally speaking, according to the difference between old and new products, the purpose of the survey also has its own emphasis.
Fortunately, although the stages of products are different, the characteristics are different, and the actual situation of the team is different, the research methods are always varied, and there are many methods for us to decide according to the situation. ? For example: focus group, customer site visit, ethnographic market research, social media, questionnaire survey, consumer monitoring group, alpha test, beta test, gamma test, trial sale, etc.
Some students may ask, where can I remember so many methods? ?
It doesn't matter, as the saying goes: "Without accumulation, there would be no today." You can't eat a thin man in one bite, can you Today, first classify, then choose a relatively simple "questionnaire" to start learning how to do research, and then find the opportunity to say the rest.
When it comes to classification, there are of course different standards. If the positioning point is the research data itself, then we can divide it into primary market research and secondary market research. If the anchor point is set as its own research method, it can be divided into qualitative research and quantitative research.
Maybe you will ask: it's too much trouble to divide into so many categories. Isn't it quick to just say each method?
It's definitely fast to come directly, but class is definitely not free, which can help us a lot. Of course, the first purpose of classification is to organize and remember, and the most important function is to help us understand the world from multiple angles.
As the saying goes, "Look at the mountain side into a peak ..." (behind? ), the more perspectives, the more real the understanding of the world. Into life, this is the world view. And put it in the market, this is the market view. The clearer the market vision, the more accurate the business sense.
All right, it's time to classify.
The so-called secondary market research is based on the data originally collected by others, which is simply to look at other people's survey data. For example: our most commonly used blogs and forums, public publications, newspapers and magazines, etc. In addition, there are government statistical reports, commodity exhibitions, annual reports of institutions, research publications, patents, etc.
Its advantages are obvious. We usually browse forums and blog, so the data source of this research method is very extensive, which can not only be collected in a short time, but also has a low cost.
However, the shortcomings are also obvious, as we said before: "All research is purposeful." These other people's data also have their own purposes. It would be great if it happens to be the same as ours, but the probability is very small, and it is difficult for you to determine the reliability and timeliness of the data, and there are copyright problems bothering you from time to time.
These are all headaches, so broken? A straight answer? You can use the primary market research!
Primary market research, also known as primary market research, is an initial research to collect data for existing targets. Therefore, the questionnaire survey we are going to talk about today is one of the main market research methods.
In fact, what is more serious is that only primary market research is considered as research, and secondary market research is considered as market research. Most of the materials compiled by others have given you the conclusions after research, so you can just read them directly without studying them. Therefore, primary market research can be divided into quantitative research and qualitative research. (We'll talk about this later)
Having said that, you may think that primary market research is good everywhere, but in fact, the time and cost of primary market research are often much higher than that of secondary market research, which is an inevitable price to pay for solving the problem of secondary market research. So generally speaking, the order of our research is generally secondary and then a level, or the principle of easy before difficult.
There is another point that is very noteworthy. I don't know if you've considered it. What is the most important thing to grasp in primary market research? Think about it, if it is not because the primary market research is closer to users, closer to the market itself and closer to the facts itself, will there be such a large amount of gold?
So we must ensure the reliability of the statistical reliability of the primary market research!
However, what kind of facts are there? No company can guarantee that the collected data is completely reliable. Dirty data and garbage data can only be deleted as much as possible. There is nothing to delete, and there is nothing I can do! ?
Furthermore, for these market research methods, different companies have different grasp of statistical reliability. For example, some teams have the way of doing focus groups, but the skills of doing questionnaires are a bit lacking, which may be reversed in another company.
It can also be seen from this phenomenon that the applicability of various market research methods depends not only on the research method itself, but also on the company's ability to grasp the method to a great extent.
On the other hand, with the progress of new product technology, the requirement for information reliability is gradually improved. In other words, it is not limited to the present micro-angle, but even more so in the future macro-angle.
As mentioned above, only the primary market research is conducted by ourselves, and both qualitative and quantitative market research are based on this, which is the only research classification method for primary market research.
Qualitative market research wants "quite critical" beauty. That is, by investigating a small number of people, we can understand their ideas, intentions, motives and opinions, and collect users' initial needs and first reactions to ideas and concepts, so as to better understand the face of some markets. For example, we can use "focus groups" and "user interviews" to conduct qualitative research.
Because of the statistical nature of qualitative market research, it only helps us to understand the general situation of the market and refresh our perceptual knowledge of the market, so the result naturally does not represent the overall situation of the market, let alone draw a final conclusion on the real situation of the market.
If qualitative market research explains why consumers buy products, quantitative market research reveals a series of characteristics such as the number of consumers who buy products, user attributes, quantitative indicators of satisfaction and so on. Visible, quantitative market research must give the market a reason, and must be well-founded. ?
Well-founded here refers to the data that quantifies the output of market research. No matter who is right or wrong, it is fairest to speak with data, isn't it? In the future, if the team confronts again, or if you are just angry and unable to make a strong judgment, then we can speak with real data. But then again, if a team is reduced to making decisions with data, think about it. ...
Speaking of which, I think everyone understands. In all market research methods, primary market research is the most representative, and quantitative market research is the most valuable in primary market research. So a question emerges: how do we conduct quantitative research?
It must be said that there are many ways of quantitative research, such as user feedback and analysis of user usage data, among which the most commonly used way is questionnaire survey.
This method can be said to be efficient, large-scale, time-saving and labor-saving, and convenient for statistics. Not limited by external factors such as time and place, it is really a good method for market research! ?
However, a good questionnaire can not be designed casually, and its quality is sometimes greatly affected by the individual's combat ability. Therefore, it is particularly important to master relevant methods and design high-quality questionnaires. How to proceed? This is really not clear in one or two sentences.
Don't go away, friends. It will be more exciting after the advertisement. Let's continue to talk about this problem in the next article!