1, telephone access mode
Sales representatives or professional third-party research company personnel in the enterprise pay orderly visits to customers by telephone.
The advantage of telephone interview is that due to humanization, direct interview with customers will generally have a high degree of participation. The disadvantage of telephone access is that the efficiency is reduced due to the increase of rejection rate; If you entrust a third-party professional company, it may involve higher costs; More importantly, consumers increasingly hate receiving calls that affect their lives and work, making it more and more difficult to access the phone.
The traditional telephone interview is to select an investigator according to the sample list, dial the phone and ask a series of questions. The interviewer (investigator) records the respondents' answers on the answer sheet according to the questionnaire.
Investigators are concentrated in a place or a special telephone interview room, and face-to-face interviews are started at a fixed time, and the site is managed by a supervisor. Investigators are specially trained, mainly part-time college students or other personnel.
2. Computer Aided Telephone Interview (CATI)
In developed countries, especially in the United States, computer-assisted telephone interviews in central locations are more common than traditional telephone interviews. It has been adopted by some domestic investigation companies.
Computer-aided telephone interview uses computer-designed questionnaires to interview respondents by telephone. Computer questionnaires can be designed and generated by mainframes, microcomputers or personal computers. The investigator sits opposite the CRT terminal (a terminal device with a screen and keyboard connected to the master control computer) and wears a small earphone phone.
CRT replaced questionnaires, answer sheets and pencils. Dial the required number through the computer. After the phone is connected, the investigators read the questions and answers displayed on the CRT screen, and directly record the respondents' answers (expressed in numbers) into the computer's memory library with the keyboard. Computers will systematically guide the work of investigators.
On the CRT screen, the question and answer only appears once. The computer will check the appropriateness and consistency of the answers. The data acquisition process is natural and smooth, the access time is greatly shortened, the data quality is enhanced, and the process of data coding and entry is no longer needed.
Since the answers are directly input into the computer, regular and up-to-date reports on data collection and results can be obtained almost immediately.
Step 3 make house calls
Home visit means that investigators go to the home or work unit of the respondent and have direct contact with the respondent. Then use the interview questionnaire to ask questions one by one and record the other's answers; Or give your completed questionnaire to the respondent, explain the method, and wait for the other person to fill it out or come back later to collect the questionnaire.
Step 4 intercept access
Interception refers to intercepting some people present in a certain place (usually a busy business district) for face-to-face investigation. This method is often used to investigate the intention of commercial consumers.
The advantage of intercepting face-to-face interviews is high efficiency, but no matter how to control the quality of samples and surveys, the collected data can not prove to be very representative in general. This is the biggest problem of intercepting access.
5, group (focus) discussion
Focus Group is a group of customers (6_ 15) carefully selected by trained hosts, who talk with a group of interviewees in an unstructured and natural way to understand the content related to customer satisfaction and value.
The advantage of this kind of research is to understand customers' preferences and concerns comprehensively and deeply according to the discussion guide and timetable provided; It is convenient to establish a good relationship with customers.
The main purpose of group discussion is to have a deep understanding of some related issues by listening to the opinions of a group of respondents selected from the target market to be studied by researchers. The value of this method is that you can often get some unexpected findings from free group discussion.
The disadvantage of this survey is that the results are distorted because of the prejudice of the research host; In order to encourage respondents to participate, the number of participants in each group discussion is limited; If the number of samples increases, the cost will be high.
6. In-depth interviews
In-depth interview is an unstructured, direct and personalized interview. During the interview, an investigator with advanced skills will interview the interviewee in depth to reveal the potential motivation, beliefs, attitudes and feelings about a problem.
There are three commonly used in-depth interview techniques: stepping forward, exploring hidden problems and symbolic analysis. In-depth interview is also an exploratory research, which is mainly used to gain an understanding and in-depth understanding of the problem.
7. Projection technology
The so-called projection technology is an unstructured and indirect form of inquiry, which can encourage respondents to project their potential motives, beliefs, attitudes or feelings about the issues they care about. In projection skills, the respondent is not required to describe his own behavior, but to explain the behavior of others.
When explaining other people's behaviors, respondents indirectly project their own motives, beliefs, attitudes or feelings into relevant situations. Therefore, by analyzing respondents' reactions to unstructured, unclear and ambiguous "scripts", their attitudes are revealed.
The more vague the plot, the more respondents will project their feelings, needs, motives, attitudes and values, just like analyzing patients' psychology with projection technology in psychological counseling clinic. Like the classification in psychology, projection technology can be divided into association technology, completion technology, structure technology and expression technology.
8. Online access method
Enterprises use online surveys, free online text comments and online surveys to collect customer information. The advantages of online access include: due to convenience, the feedback rate is higher than that of traditional mail survey; Cost advantages for both customers and companies; With the help of software, it is convenient to analyze data quickly.
The disadvantage of online access is that if the online access is initiated by the customer himself, it may produce distorted results; Inaccurate responses may be generated (automatic response systems usually automatically look for keywords and send automatic responses), thus ignoring the subtle differences of customers' concerns; Unless most customers use online channels to provide feedback, the information collected is incomplete.
9, mail or fax questionnaire
The company conducts research on sample customers by direct mail or fax. The advantages of this study include: respondents have enough time to answer questions and collect accurate and high-quality questionnaires; Can provide easily quantifiable results; Due to mass mailing, the cost is lower. The disadvantage of this kind of survey is that the integrity of the survey depends on the wishes of the respondents; Because the recovery rate is generally low or slow, the statistical effect is not good.
Extended data:
The main contents of the market research report:
1. Mastering rich, conclusive and practical materials is the life of the research report.
Abundant and conclusive materials come from on-the-spot investigation on the one hand, and books, newspapers, magazines and the Internet on the other. In the era of knowledge explosion, it seems easier to get indirect information, but it is rare to get first-hand information in depth.
This requires eyes down, down-to-earth, serious investigation in practice, and a large number of first-hand information in line with reality. This is the premise of writing a good investigation report, and we must make great efforts.
2. It is not easy to identify the truth and find out the inherent regularity of things from a large number of direct and indirect information obtained, and it is not easy to do painstaking and meticulous work.
The research report should not cover everything. In the first-hand materials, select the most typical and most telling materials, analyze them, reveal the essence of things or find out the inherent laws of things, draw correct conclusions and sum up valuable things, which should be paid special attention to when writing research reports.
3. Try to use accurate words and concise style.
Mao Zedong's investigation report on Hunan peasant movement is a good example. When writing research reports, professional terms with mature concepts should be used, and non-professional terms should be accurate and easy to understand. Popularization should be advocated. In particular, the typical language of the respondents should be selected in the research report.
Blindly pursuing novel words, expressing simple things with complex words, and making simple truths obscure and mysterious are all manifestations of impetuous style of study, and sometimes even suspected of "no real kung fu".
4. Rigorous logic and clear organization. The research report should be clear and well-founded.
Arguments and viewpoints should have a strict logical relationship and be organized. Argument is not just to list examples and tell stories. Logical relationship refers to the inherent and inevitable connection between argument and viewpoint. If there is no logical relationship, no matter how many examples, it is difficult to prove the correctness of the viewpoint. Structural innovation is only a matter of form, and we can't focus on the form of pursuing reports. The structure of the research report can be eclectic.
5. Have solid professional knowledge and ideological quality.
A good research report is determined by the basic quality of researchers. Researchers should not only have a profound theoretical foundation, but also have rich professional knowledge.
A policy often involves many aspects of the national economy and affects different social groups. Only with extensive knowledge can we deeply understand the country's major policies and correctly judge the needs of different groups involved in policies. See the true face of complex things.
6. Have feelings for the people and pursue career and truth.
Everything is divided into two, and the research report has certain subjectivity. The author's position determines the theme and viewpoint of the report, and also determines the selection tendency of the report material. Ba Jin said, "It's not that I have talent, but that I have feelings." In-depth practical research requires a strong desire and feelings for the people and the country to solve problems.
Baidu Encyclopedia-Market Research
Baidu Encyclopedia-Market Research Report