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Nature of market research

In market research, some works refer to advertising surveys. In order to avoid confusion with the “advertising effect survey”, we may wish to speak straightforwardly, which is called market research.
Market research is the systematic collection, recording, collation and analysis of information about the market by scientific methods, so as to understand the status quo and trends of market development and change, and provide a scientific basis for business decision-making, advertising planning and advertising writing.
Market research has a systematic characteristic, that is, insisting on the guiding ideology from the perspective of system, considering various factors affecting enterprise development and advertising planning as an organic system, focusing on the internal relationship between various factors, from the factors In the interaction, grasp the changing trend of market demand and the law of movement.
Market research also has scientific characteristics. The performance is in two aspects: First, from the attitude, market research analyzes and judges the market conditions, and cannot rely on personal experience or subjective guessing, but relies on investigation methods to draw conclusions on the basis of a large number of materials; On the above, market research is the main link in business development. Through market research, we can understand the actual situation of market supply and demand, summarize the experience in the implementation of business plans, and identify existing problems so that enterprises can overcome shortcomings and improve business management. From this perspective, market research is an important indicator of management concepts from experience management to scientific management. More importantly, market research is a scientific means of advertising planning and advertising positioning. Before the official production of advertising, the advertiser must have a clear outline of the following issues: product situation, socioeconomic status, social and cultural characteristics, social psychology, consumer psychological characteristics, consumption concepts, etc., only here The advertisements created on the basis of the advertisements are targeted and can achieve good results. To master the materials, they must rely on market research.

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