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Market research method

The methods of market research are divided into two major types: observation method and questionnaire method.
Observational observation refers to the method of investigation that obtains first-hand information through direct observation. Market investigators go directly to stores, trade fairs, trade fairs, and places where consumers are concentrated. By means of cameras, tape recorders or direct transcripts, they can observe and record immersively to obtain important market information.
The advantage of the observation method is that it can collect data objectively and concentrate on understanding the problem. The downside is that many problems are not observed, such as the interests, preferences, psychological feelings, purchasing motivation, attitudes, and opinions of the respondents.
The questionnaire method is a method of understanding the market situation of the respondents by designing a questionnaire. According to the different ways of issuing questionnaires, it can be divided into face-to-face survey, communication survey, telephone survey and lien survey.
In the face-to-face investigation, that is, personally go to the door to investigate, according to the pre-designed questionnaire, the questions are sequentially sent in order, and the respondents are answered.
The communication survey is a survey method that sends a questionnaire or questionnaire to the respondent and is returned by the respondent. The shortcoming of this survey is that the questionnaire has a low recovery rate.
A telephone survey is a survey method that asks or asks for an opinion by telephone according to a pre-designed questionnaire. The advantage is that the information is fast, the time is saved, and the answer rate is high; the disadvantage is that the inquiry time cannot be too long.
The detention investigation refers to a survey method in which the investigator submits the questionnaire or questionnaire face to the respondent in person, and the respondent fills in the case afterwards, and then the investigator agrees to withdraw the time. This method can leave the investigator with sufficient independent thinking time, which can avoid the influence of the investigator's biased opinions, thereby reducing errors and improving the quality of the survey.
This book mainly describes the questionnaire method. Studying this survey method involves the design of questionnaires and questionnaires. About the design of the questionnaire In the chapter "writing of the advertising plan book", the market analysis of the commodity has been involved, and will not be repeated here, so this chapter mainly describes the design of the market questionnaire and its related content.


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