How do companies do market research
How companies do market research Market research is the basis for companies to develop marketing plans. Enterprises can conduct market research in two ways. One is to commission a professional market research company to do it, and the other is to do it by themselves. The company can set up a market research department to take charge of this work. The author below combines the experience of a recent market survey to introduce the basic process of organizing a market survey.
First, clear the investigation target for market research; first of all, we must clarify the objectives of market research. According to the different needs of enterprises, the objectives of market research are different. When making business strategy, enterprises must investigate the development trend of the giant market environment, especially To investigate the future development of the industry in which it is located; when investigating the marketing strategy of the enterprise system, it is necessary to investigate the market demand situation, market competition, consumer purchase behavior and marketing factors; when the enterprise encounters problems in its operation, it should be targeted at the existence. Market investigations for problems and causes.
Second, the design of the survey program A comprehensive market survey program generally includes the following aspects:
1. The requirements for the survey are based on the market survey objectives, and the specific purpose requirements of the market survey are listed in the survey plan. For example, the purpose of this market survey is to understand the consumer buying behavior and consumer preferences of a product.
2. The target market survey is generally targeted at consumers, retailers, wholesalers, retailers and wholesalers who are the sellers of survey products. Consumers are generally the consumer groups that use the products. When investigating consumers, it should be noted that sometimes the purchaser and user of a certain product are inconsistent. For example, the investigation of baby food should be the mother of the child. In addition, it should be noted that the consumption targets of some products are mainly targeted at a specific consumer group or focus on a certain consumer group. At this time, the respondents should pay attention to selecting the main consumer groups of the products. For example, for cosmetics, the respondents mainly choose women; for alcohol products The main target of the survey is men.
3. Survey content The content of the survey is the basis for collecting information. It is to serve the target of the survey. The specific survey content can be determined according to the purpose of the market survey. For example, when investigating consumer behavior, the specific content items of the survey can be listed in terms of three aspects: purchase, use, and post-use evaluation. The content of the survey should be comprehensive, specific, clear and concise, avoid all aspects, too much content, too cumbersome, and avoid including content unrelated to the survey.
4. Questionnaire questionnaire is the basic tool of market research. The quality of the design of the questionnaire directly affects the quality of market research. Design questionnaires should pay attention to the following questionnaires. The design of the questionnaires should be closely related to the survey topics, and the key points should be highlighted to avoid dispensable problems. The problems in the questionnaires should be easily accepted by the respondents and avoid the unwillingness of the respondents. Answers, or questions that make the respondent embarrassed; the order of the questions in the questionnaire should be organized, logical, and logical. Generally, questions that are easy to answer should be placed first, and questions that are difficult to answer should be placed in the middle. Sensitivity issues Put it at the end; the closed question is in the front, and the open question is in the back; the content of the questionnaire should be concise, try to use simple, direct, and prejudiced vocabulary to ensure that the respondent can complete the questionnaire in a short period of time.
5. The scope of the survey area survey should be consistent with the product sales scope of the enterprise. When conducting market surveys in a certain city, the scope of the survey should be the entire city; however, due to the limited number of survey samples, the scope of the survey cannot be spread everywhere in the city. Generally, according to the population distribution of the city, mainly considering the factors such as income and education level in the characteristics of people and the day, several small-scale survey areas are delineated in the city. The principle of division is to make the overall situation in each area and the overall situation of the city. Consistently, the total sample is distributed proportionally to each region, and interview surveys are conducted in each region. This will narrow the scope of investigations, reduce the workload of field visits, improve the efficiency of investigations, and reduce costs.
6. Samples of sample surveys should be drawn from the survey participants. Due to the wide distribution of survey objects, a sampling plan should be developed to ensure that the sample taken reflects the overall situation. The number of samples to be extracted can be determined according to the accuracy of the market survey. The higher the accuracy of the market survey results, the more samples should be taken, but the higher the survey costs, generally can be determined according to the use of market survey results. Number of samples. In the actual market survey, the number of samples for market surveys in a medium-sized city or above can be selected from 200 to 1000 samples according to the requirements of the survey items. The sample can be sampled by statistical sampling. In the specific sampling, attention should be paid to the control of the demographic factors of the sample to ensure that the demographic distribution of the sample is consistent with the population distribution of the survey object.
7. Data collection and collation methods In the market survey, commonly used data collection methods include survey method, observation method and experimental method. Generally speaking, the former method is suitable for descriptive research, and the latter two methods are suitable for exploratory research. When companies conduct market research, the survey method is more common, and the survey method can be divided into interview methods. Telephone investigation method, mailing method. Lien law, etc. These kinds of survey methods have their own advantages and disadvantages, and are suitable for different investigation occasions. Enterprises can choose according to the requirements of actual research projects. The method of organizing data can generally adopt the method of statistics. Using the excel work form, it is convenient to statistically process the questionnaire and obtain a large amount of statistical data.
Third, develop a survey work plan
1. Organizational leadership and staffing The organization and leading organization for establishing market research projects may be responsible for the organization and leadership of the survey project by the marketing department or the planning department of the enterprise. A market research team will be set up for the investigation day to be responsible for the specific organization and implementation of the project.
2. The interviewer's recruitment and training interviewer can recruit from the economic management majors in the university, and determine the number of questionnaires that each interviewer can complete in one day according to the time of completing all the questionnaires in the survey project. The number of interviewers. The interviewer is required to carry out the necessary training; the training includes: basic methods and techniques for visiting the survey; the basic situation of the survey product; the work plan for the field survey; the requirements of the survey and the matters to be noted.
3. Work schedule A schedule is set up throughout the process of the market research project to determine the work content and time required for each phase. The market survey includes the preparation stages of the following stages of investigation, including the design of the questionnaire, the sampling, the recruitment and training of the interviewers, the field investigation phase, and the statistical processing of the questionnaire. Analysis phase; writing the investigation report phase.
4. Expense budget The cost budget of the market survey mainly includes the questionnaire design and printing fee; the interviewer training fee; the visitor's labor fee gift fee; the questionnaire statistical processing fee. The enterprise shall verify the various expenses and expenses that will occur during the market investigation process, and reasonably determine the total cost budget for the market investigation.
IV. Organizing the field investigation After the preparations for the market survey are completed, the field investigation of the questionnaire will be started, and the field investigation should be done in two aspects.
1. Doing a field survey of the organization and leadership of a field survey is a relatively complicated and cumbersome task. According to the pre-defined survey area, determine the number of survey samples in each region, the number of interviewers, the number of visits and the route of visits for each interviewer, and one supervisory staff for each survey area; clear investigators and visits The work tasks and job responsibilities of the personnel, so that the work tasks are in place and the work objectives are met. The responsibility is clear. When it is necessary to control certain characteristics of the survey sample, it is decomposed into each interviewer, for example, a survey item, the survey sample is 1000, and 600 males and 400 females are required to be surveyed. The ratio of male to female is 3: 2, the ratio of male to female surveyed by each interviewer should be controlled to 3:2, thus ensuring the control of the ratio of male to female in the total sample.
2. The coordination and control work of the good field investigation should promptly grasp the completion of the work progress of the field investigation, coordinate the work progress among the interviewers, and timely understand the problems encountered by the interviewers during the visit, help solve the problem, and investigate In the common problems encountered in the middle, we propose a unified solution and law. To complete the daily interview, the interviewer first conducts a self-examination of the completed questionnaire, and then the supervisor checks the questionnaire to find out the existing problems so that it can be improved in the subsequent investigation.
V. Arrangement and analysis of survey data After the field survey is completed, it will enter the stage of collation and analysis of the survey data. After collecting the completed questionnaires, the investigators will examine the questionnaires one by one and eliminate the unqualified survey forms. The qualified questionnaires are then numbered in order to facilitate the statistics of the survey data. The statistics of the survey data can be completed by using the excel spreadsheet software; after the survey data is input into the computer, after running the excel software, a large amount of statistical data which has been tabulated can be obtained, and the above statistical results can be used according to the requirements of the survey purpose. Conduct a comprehensive analysis of the survey content.
Writing an investigation report Writing a survey report is the last work content of the market survey. The results of the market survey work will be reflected in the final survey report. The survey report will be submitted to the enterprise decision makers as the basis for the company to formulate marketing strategies. The market research report should be written in a standardized format, and a complete market research report format consists of topics. Catalogue, summary, body, conclusions and recommendations, subsidiary files, etc.
First, clear the investigation target for market research; first of all, we must clarify the objectives of market research. According to the different needs of enterprises, the objectives of market research are different. When making business strategy, enterprises must investigate the development trend of the giant market environment, especially To investigate the future development of the industry in which it is located; when investigating the marketing strategy of the enterprise system, it is necessary to investigate the market demand situation, market competition, consumer purchase behavior and marketing factors; when the enterprise encounters problems in its operation, it should be targeted at the existence. Market investigations for problems and causes.
Second, the design of the survey program A comprehensive market survey program generally includes the following aspects:
1. The requirements for the survey are based on the market survey objectives, and the specific purpose requirements of the market survey are listed in the survey plan. For example, the purpose of this market survey is to understand the consumer buying behavior and consumer preferences of a product.
2. The target market survey is generally targeted at consumers, retailers, wholesalers, retailers and wholesalers who are the sellers of survey products. Consumers are generally the consumer groups that use the products. When investigating consumers, it should be noted that sometimes the purchaser and user of a certain product are inconsistent. For example, the investigation of baby food should be the mother of the child. In addition, it should be noted that the consumption targets of some products are mainly targeted at a specific consumer group or focus on a certain consumer group. At this time, the respondents should pay attention to selecting the main consumer groups of the products. For example, for cosmetics, the respondents mainly choose women; for alcohol products The main target of the survey is men.
3. Survey content The content of the survey is the basis for collecting information. It is to serve the target of the survey. The specific survey content can be determined according to the purpose of the market survey. For example, when investigating consumer behavior, the specific content items of the survey can be listed in terms of three aspects: purchase, use, and post-use evaluation. The content of the survey should be comprehensive, specific, clear and concise, avoid all aspects, too much content, too cumbersome, and avoid including content unrelated to the survey.
4. Questionnaire questionnaire is the basic tool of market research. The quality of the design of the questionnaire directly affects the quality of market research. Design questionnaires should pay attention to the following questionnaires. The design of the questionnaires should be closely related to the survey topics, and the key points should be highlighted to avoid dispensable problems. The problems in the questionnaires should be easily accepted by the respondents and avoid the unwillingness of the respondents. Answers, or questions that make the respondent embarrassed; the order of the questions in the questionnaire should be organized, logical, and logical. Generally, questions that are easy to answer should be placed first, and questions that are difficult to answer should be placed in the middle. Sensitivity issues Put it at the end; the closed question is in the front, and the open question is in the back; the content of the questionnaire should be concise, try to use simple, direct, and prejudiced vocabulary to ensure that the respondent can complete the questionnaire in a short period of time.
5. The scope of the survey area survey should be consistent with the product sales scope of the enterprise. When conducting market surveys in a certain city, the scope of the survey should be the entire city; however, due to the limited number of survey samples, the scope of the survey cannot be spread everywhere in the city. Generally, according to the population distribution of the city, mainly considering the factors such as income and education level in the characteristics of people and the day, several small-scale survey areas are delineated in the city. The principle of division is to make the overall situation in each area and the overall situation of the city. Consistently, the total sample is distributed proportionally to each region, and interview surveys are conducted in each region. This will narrow the scope of investigations, reduce the workload of field visits, improve the efficiency of investigations, and reduce costs.
6. Samples of sample surveys should be drawn from the survey participants. Due to the wide distribution of survey objects, a sampling plan should be developed to ensure that the sample taken reflects the overall situation. The number of samples to be extracted can be determined according to the accuracy of the market survey. The higher the accuracy of the market survey results, the more samples should be taken, but the higher the survey costs, generally can be determined according to the use of market survey results. Number of samples. In the actual market survey, the number of samples for market surveys in a medium-sized city or above can be selected from 200 to 1000 samples according to the requirements of the survey items. The sample can be sampled by statistical sampling. In the specific sampling, attention should be paid to the control of the demographic factors of the sample to ensure that the demographic distribution of the sample is consistent with the population distribution of the survey object.
7. Data collection and collation methods In the market survey, commonly used data collection methods include survey method, observation method and experimental method. Generally speaking, the former method is suitable for descriptive research, and the latter two methods are suitable for exploratory research. When companies conduct market research, the survey method is more common, and the survey method can be divided into interview methods. Telephone investigation method, mailing method. Lien law, etc. These kinds of survey methods have their own advantages and disadvantages, and are suitable for different investigation occasions. Enterprises can choose according to the requirements of actual research projects. The method of organizing data can generally adopt the method of statistics. Using the excel work form, it is convenient to statistically process the questionnaire and obtain a large amount of statistical data.
Third, develop a survey work plan
1. Organizational leadership and staffing The organization and leading organization for establishing market research projects may be responsible for the organization and leadership of the survey project by the marketing department or the planning department of the enterprise. A market research team will be set up for the investigation day to be responsible for the specific organization and implementation of the project.
2. The interviewer's recruitment and training interviewer can recruit from the economic management majors in the university, and determine the number of questionnaires that each interviewer can complete in one day according to the time of completing all the questionnaires in the survey project. The number of interviewers. The interviewer is required to carry out the necessary training; the training includes: basic methods and techniques for visiting the survey; the basic situation of the survey product; the work plan for the field survey; the requirements of the survey and the matters to be noted.
3. Work schedule A schedule is set up throughout the process of the market research project to determine the work content and time required for each phase. The market survey includes the preparation stages of the following stages of investigation, including the design of the questionnaire, the sampling, the recruitment and training of the interviewers, the field investigation phase, and the statistical processing of the questionnaire. Analysis phase; writing the investigation report phase.
4. Expense budget The cost budget of the market survey mainly includes the questionnaire design and printing fee; the interviewer training fee; the visitor's labor fee gift fee; the questionnaire statistical processing fee. The enterprise shall verify the various expenses and expenses that will occur during the market investigation process, and reasonably determine the total cost budget for the market investigation.
IV. Organizing the field investigation After the preparations for the market survey are completed, the field investigation of the questionnaire will be started, and the field investigation should be done in two aspects.
1. Doing a field survey of the organization and leadership of a field survey is a relatively complicated and cumbersome task. According to the pre-defined survey area, determine the number of survey samples in each region, the number of interviewers, the number of visits and the route of visits for each interviewer, and one supervisory staff for each survey area; clear investigators and visits The work tasks and job responsibilities of the personnel, so that the work tasks are in place and the work objectives are met. The responsibility is clear. When it is necessary to control certain characteristics of the survey sample, it is decomposed into each interviewer, for example, a survey item, the survey sample is 1000, and 600 males and 400 females are required to be surveyed. The ratio of male to female is 3: 2, the ratio of male to female surveyed by each interviewer should be controlled to 3:2, thus ensuring the control of the ratio of male to female in the total sample.
2. The coordination and control work of the good field investigation should promptly grasp the completion of the work progress of the field investigation, coordinate the work progress among the interviewers, and timely understand the problems encountered by the interviewers during the visit, help solve the problem, and investigate In the common problems encountered in the middle, we propose a unified solution and law. To complete the daily interview, the interviewer first conducts a self-examination of the completed questionnaire, and then the supervisor checks the questionnaire to find out the existing problems so that it can be improved in the subsequent investigation.
V. Arrangement and analysis of survey data After the field survey is completed, it will enter the stage of collation and analysis of the survey data. After collecting the completed questionnaires, the investigators will examine the questionnaires one by one and eliminate the unqualified survey forms. The qualified questionnaires are then numbered in order to facilitate the statistics of the survey data. The statistics of the survey data can be completed by using the excel spreadsheet software; after the survey data is input into the computer, after running the excel software, a large amount of statistical data which has been tabulated can be obtained, and the above statistical results can be used according to the requirements of the survey purpose. Conduct a comprehensive analysis of the survey content.
Writing an investigation report Writing a survey report is the last work content of the market survey. The results of the market survey work will be reflected in the final survey report. The survey report will be submitted to the enterprise decision makers as the basis for the company to formulate marketing strategies. The market research report should be written in a standardized format, and a complete market research report format consists of topics. Catalogue, summary, body, conclusions and recommendations, subsidiary files, etc.
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