Customer demand should be the center of all activities and starting point of the enterprise, and therefore the investigation of consumer or user demand, has become the focus of market research. This aspect mainly includes: the total population of the service object or the size of the user, the demographic structure or type of user, the level of purchasing power and purchasing laws, consumption structure and change trends, purchase motives and purchase behavior, purchasing habits and potential demand for the improvement of the product and service requirements and so on.
According to the different issues, purposes, nature and form of research, marketing research is generally divided into the following four types:?
(a) exploratory research?
Exploratory research is used to inquire about the general nature of the problem that the company wants to study. The researcher at the beginning of the study is not very clear about the problem or scope of the study, and can not be sure exactly what issues to study. It is then necessary to apply probing research to identify problems and form hypotheses. As for the solution of the problem, further research is needed.
(B) descriptive research?
Descriptive research is through detailed investigation and analysis, an objective description of an aspect of marketing activities. Most marketing research is descriptive research. For example, market potential and market share, product consumer structure, the description of the situation of competing companies. In descriptive research, correlations can be found, but at this point we cannot say which of the two variables is the cause and which is the effect. Compared with probing research, the purpose of descriptive research is more clear, and the research problem is more specific.
(C) Causality research
The purpose of causality research is to find out the cause and effect relationship between related phenomena or variables. Descriptive research can show that some phenomena or variables are related to each other, but to show whether a variable causes or determines the change of other variables, the causal relationship research. The purpose of causality research is to find enough evidence to test the hypothesis.
(D) predictive research?
The biggest problem facing marketing is the prediction of market demand, which is the basis and premise for the development of marketing programs and marketing decisions. Predictive research is the enterprise in order to infer and measure the future changes in the market and research, it is important to the survival and development of enterprises.
What is the way of marketing researchMarketing research is for enterprise-specific marketing issues, using scientific research methods, systematic, objective collection, collation, analysis, interpretation and communication of information on all aspects of marketing, for marketing managers to develop, evaluate and improve the basis for marketing decisions.
The main methods of marketing research are as follows:
1. Observation method: is the most basic method of social research and market research studies. It is based on the object of investigation and research by investigators, the use of eyes, ears and other senses in a direct observation of the way to examine and collect information. For example, market researchers go to the sales place of the interviewee to observe the brand and packaging of the goods.
2. Experimental method: by the investigator to follow up on the requirements of the survey, with the experimental approach, the object of the investigation to control the specific environmental conditions, its observation to obtain the appropriate information. The control object can be the price of the product, quality, packaging, etc., in the controlled conditions to observe the market phenomenon, revealing the market laws that are not easy to occur in natural conditions, this method is mainly used for market sales experiments and consumer use experiments.
3. Access method: can be divided into structured access, unstructured access and collective access. Structured interviews are interviews that realize a well-designed and somewhat structured interview questionnaire. Investigators have to follow the pre-designed questionnaire or interview outline, to be the same way to ask questions and record the way to visit. The tone and attitude of questioning should also be as consistent as possible. Unstructured interviews have no uniform questionnaire and are conducted by the investigator talking freely with the interviewee. It allows for a wide range of communication depending on the content of the survey. For example, to talk about the price of goods and find out the respondent's opinion on the price. Collective interview is to listen to the ideas of interviewees and collect information data through collective talks. It can be divided into expert collective interviews and consumer collective interviews.
4. Questionnaire method: is through the design of the questionnaire, let the respondents to fill out the questionnaire way to get the information of the object of investigation. In the survey will investigate the information designed into a questionnaire, so that the subject of the survey will be their own opinions or answers, fill in the questionnaire. In the field survey is generally conducted to the question and answer sheet is most widely used.
What is marketing researchMarketing research, is the use of scientific methods, purposeful, planned, systematic collection, collation and analysis of information on marketing research, and research reports, in order to help managers to understand the marketing environment, to identify problems and opportunities as the basis for market forecasting and marketing decision-making activities.
Marketing research is aimed at specific marketing issues, the use of scientific research methods, systematically and objectively collect, organize, analyze, explain and communicate information about all aspects of marketing, for marketing managers to develop, evaluate and improve the basis for marketing decisions.
The so-called marketing research refers to the systematic design, collection, analysis and presentation of data and information, as well as the presentation of data and findings related to the specific marketing situation faced by the company. The most important research activities are:
(a) Determination of market characteristics, potential market development, market share analysis, sales analysis, competition.
(ii) Marketing research techniques. Quantitative research is generally carried out in order to arrive at statistical results for the totality of a particular object of study. Qualitative research is characterized by exploratory, diagnostic and predictive. It does not pursue precise conclusions, but only to understand the problem, to understand the situation, to get a sense of understanding.
Marketing research processFirst, the purpose of the survey
Second, the scope of the survey
Third, the object of the survey
Fourth, the content of the survey
Fifth, the survey form
Sixth, the survey report
Marketing research course with practical training?Yes, the practical training starts in the thirteenth week.
What are the classifications of marketing research?What are the categories of marketing research? Practical brand marketing planning expert planning practice training tips:
Practical brand marketing planning expert management forum growth enterprise brand operation management expert Mr. Guo Han Yao pointed out:
What are the classifications of marketing research?
1) According to the nature of the marketing problem, marketing research can be divided into exploratory research, descriptive research and causal research.
1., three methods of exploratory research: focus group communication method, case study method, projection method
2., descriptive research to indicate the characteristics of the problem, trying to find answers to questions such as who, what, when, where and how
3., causal research is to identify the relationship between the cause and effect of the variables between the research
2) According to the type of information collected, can be divided into program research method and field research method. Classification of field research method: observation research method, inquiry research method, experimental method and online research method
According to the purpose of the research, marketing research is how to divide the marketing marketingMarketing includes market research, market research is a good prerequisite for good marketing, market research for marketing services.
Marketing is in the creation, communication, dissemination and exchange of products, for customers, clients, partners and society as a whole to bring value to the activities, processes and systems. Mainly refers to the process of marketers for the market to carry out business activities, sales behavior.
Market research refers to the use of scientific methods, purposeful and systematic collection, recording, organizing information and data about marketing, analyzing the market situation, understanding the current state of the market and its development trend, for market forecasting and marketing decisions to provide objective and correct information.
The role of market research in marketing:
(a) understand the market, find marketing opportunities
(b) help companies develop new products, open up new markets
(c) help to improve the competitiveness of the enterprise
(d) the importance of maintaining and consolidating the loyal customers
Keeping up with marketing research program plansFirst, why write a research program 1, research is to improve the efficiency of the effective means of work, there are two forms of work: First, negative work (fire-fighting type of work: disaster and error has occurred and then quickly dealt with), second, positive work (fire-fighting type of work: foreseeing the disaster and the error, plan ahead, eliminate the error) to write a research program in fact, is a stocktaking of our own work. Let yourself to do a clear, clear. Research is the starting point for us to work positively. 2, the research ability is the embodiment of the management level of cadres at all levels of personal development to talk about long-term career planning, for a growing, ever-increasing number of enterprises and organizations, research is particularly urgent. When the enterprise is small, you can not write a research program. Because the enterprise does not have many problems, communication and coordination is relatively simple, only a few leaders to solve the problems found. But the enterprise is big, more staff, more departments, more problems, communication is also more difficult, the leadership energy is also limited. The importance of research is reflected. I remember at that time, the general manager in the middle and senior cadres of the regular meeting asked everyone: "who understand the work of the Ministry of Employment", the scene was silent, no one answered. A few seconds later, there is a piece of the person in charge of raised his hand, and then there is a department head hesitantly raised his hand; general manager then asked everyone: "and who understands the work of the Department of Counseling", this time no one answered; successively asked a few more departments, or no one answered. The scene fell into silence, everyone is thinking: why the enterprise will have so many problems. At this time, the general manager spoke: "why our work will have so many problems, why we complain about other departments, why we have opinions about the leadership ......... pause for a moment". "Because ...... our work is invisible, no one knows what the other is doing, not between equals, not between superiors and subordinates, and not the leadership, so can we do our work well? Can there be no problems? Obviously not possible. Problems are bound to happen. That's why we need to 'turn the invisible into the tangible' of our work, and how to do that, a work plan is a great tool!" . Participated in this regular meeting, listening to these words did not not be y touched. 3, through the research program to become passive and other things to do into an automatic spontaneous do things (personal 'drive' - 'system-driven') with the research program, we do not need to wait for the supervisor or the leader of the command, just in some of the things that require With the research program, we don't need to wait for our supervisors or leaders to tell us what to do, we just need to ask our supervisors or leaders to make decisions. We can achieve overall coordination, and personal work efficiency will naturally increase. Through the research program to change the individual-driven for the system-driven management model, which is the road to business growth. Second, how to write a good research program first of all to affirm that: research program is not written, but done. The content of the research is far more important than the form. We reject the rhetoric, welcome the real content. Simple, clear, actionable is the basic requirements of the research program to achieve. How can we make a point of good work? Summarizing what everyone said at the meeting at that time and some of the later talk, the main thing to do is to write the four elements of the research proposal. The four elements of the work plan: (1) research content (what to do: WHAT) (2) research methodology (how to do: HOW) (3) research division of labor (who to do: WHO) (4) research progress (what to do after: WHEN) lack of any one of these elements, then the research program is incomplete, inoperative, uncheckable. Finally, it will go into the "formalism", into the "in order to write the research and write a program, the loss of writing the purpose of the research". In the enterprise will inevitably appear, "there is no need to write a research program voice", we change their efforts may go into failure. Third, how to ensure that the research program is implemented research program written, the purpose is to implement. Implementation is not what people usually think of as "my program has been taken out, the implementation is the implementation of the staff. Problems are also the level of implementation of their own problems. Poor implementation, or can not be implemented with the program in fact has a lot to do, if at the beginning, we do not understand the reality of the situation, did not go to do enough research and understanding. Then the program inherently will give the subsequent implementation of buried hidden dangers. By the same token, whether our program can really be implemented is not only the problem of the executive, but also the problem of the person who wrote the research program. First of all, to investigate the actual situation, according to the department combined with the reality of the enterprise, make the program will be well implemented. Secondly, the monthly work plan of each department should be taken to the regular meeting for open discussion. The purpose is twofold: one is to check the feasibility of the program through the wisdom of each person; the other, the work of each department will inevitably involve other departments, through the discussion to win the support of superiors and other departments at the same level of collaboration. In addition, the research program should be adjustable. When the implementation of the work plan deviates from or violates our purpose, we need to make adjustments to it, not for the sake of the plan.
Also, in the research process of the research program, the head of the department should often track and check the implementation and progress. When problems are found, solve them on the spot and move on. Because the middle cadres are both managers, but also an executive. Should not just do the so-called direction and principle of management without going into the problem and the scene. Finally, the revised research program should have business leaders to review and sign, and is responsible for tracking the implementation and inspection.
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