According to the different problems, purposes, nature and forms of research, marketing research is generally divided into the following four types:?
(1) Exploratory investigation?
Exploratory research is used to explore the general nature of the problems to be studied by enterprises. At the beginning of the research, researchers are not very clear about the problem or scope they want to study, and they are not sure what to study. At this time, it is necessary to apply exploratory research to find problems and form hypotheses. As for the solution of the problem, further research is needed.
(2) Descriptive survey?
Descriptive research is an objective description of one aspect of marketing activities through detailed investigation and analysis. Most marketing research belongs to descriptive research. For example, market potential and market share, consumer group structure of products, description of competitive enterprises. In descriptive research, we can find relevant factors, but at this time we can't explain which of the two variables is the cause and which is the effect. Compared with exploratory research, descriptive research has a clearer purpose and more specific research questions.
(3) Causality investigation
The purpose of causality research is to find out the causality between related phenomena or variables. Descriptive research can show that some phenomena or variables are interrelated, but causal research is used to show whether one variable causes or determines the changes of other variables. The purpose of causality research is to find enough evidence to test this hypothesis.
(4) Predictive research?
The biggest problem faced by marketing is market demand forecast, which is the basis and premise for enterprises to make marketing plans and decisions. Forecasting research is a research conducted by enterprises to infer and measure the future changes of the market, which is of great significance to the survival and development of enterprises.
Marketing research method refers to the method that marketing research systematically and objectively collects, sorts out, analyzes, explains and communicates marketing information according to the specific marketing problems of enterprises, and provides the basis for marketing managers to formulate, evaluate and improve marketing decisions.
Market research methods mainly include the following points:
1. observation: it is the most basic method of social investigation and market research. It is based on the object of investigation and research, and is investigated and collected by investigators in a direct way with eyes, ears and other senses. For example, market researchers go to the interviewee's sales place to observe the brand and packaging of goods.
2. Experimental method: According to the requirements of the investigation, the investigators control the investigated object under specific environmental conditions by means of experiments, observe and obtain corresponding information. The control object can be price, quality, packaging, etc. Under controllable conditions, observe market phenomena and reveal market rules that are not easy to occur under natural conditions. This method is mainly used in marketing experiments and consumer use experiments.
3. Access methods: It can be divided into structured access, unstructured access and collective access. Structured interview is an interview with a designed structured interview questionnaire. Investigators should conduct interviews according to pre-designed questionnaires or interview outlines, and conduct interviews by asking questions and recording. The tone and attitude of questions should also be consistent as far as possible. There is no uniform questionnaire for unstructured interviews, and investigators can talk freely with the interviewees. Extensive communication can be conducted according to the contents of the survey. For example, talk about the price of goods and understand the respondents' views on the price. Group interview is to listen to the interviewees' ideas and collect information through group discussion. It can be divided into expert group visit and consumer group visit.
4. Questionnaire method: it is to get the information of the respondents by designing questionnaires and asking them to fill in the questionnaires. After designing the survey data into a questionnaire, let the respondents fill in their own opinions or answers in the questionnaire. In general field survey, questionnaire is the most widely used.
What is market research? Marketing research is a process of collecting, sorting, analyzing and studying marketing information purposefully and systematically by using scientific methods, and putting forward research reports to help managers understand the marketing environment, find problems and opportunities, and serve as the basis for market prediction and marketing decision-making.
Marketing research is aimed at the specific marketing problems of enterprises, systematically and objectively collecting, sorting, analyzing, explaining and communicating all aspects of marketing information, and providing basis for marketing managers to formulate, evaluate and improve marketing decisions.
The so-called marketing research refers to the systematic design, collection, analysis and presentation of the data and materials related to the specific marketing situation faced by the company and the research results. The main research activities are:
(1) Determination of market characteristics, development of potential markets, market share analysis, sales analysis and competition analysis.
(2) Market research technology. Quantitative research is generally carried out in order to obtain the statistical results of specific research objects. Qualitative research is exploratory, diagnostic and predictive. It does not pursue accurate conclusions, but only understands problems, finds out the situation and draws perceptual knowledge.
Detailed explanation of the market research process I. Purpose of the survey
Second, the scope of investigation
Three. interviewee
Fourth, the content of the investigation
Verb (abbreviation of verb) questionnaire
Investigation report on intransitive verbs
Is there any training in the market research class? Yes, the training begins in the thirteenth week.
What are the classifications of market research? What are the classifications of market research? Practical training measures for brand marketing planning experts;
Teacher Guo Hanyao, an expert in brand operation management of growing enterprises, pointed out:
What are the classifications of market research?
1) According to the nature of marketing problems, marketing research can be divided into exploratory research, descriptive research and causal research.
1. Three methods of exploratory investigation: focus group communication, case study and prediction.
2. Descriptive investigation should show the characteristics of questions and try to find answers to questions such as who, what, when, where and how.
3. Causality survey is a survey to determine the relationship between causes and consequences among variables.
2) According to the types of data collected, it can be divided into scheme investigation method and field investigation method. Classification of field investigation methods: observation investigation, inquiry investigation, experiment and online investigation.
According to the purpose of the study, how is marketing research divided? Marketing includes market research. Doing market research first is the premise of doing marketing well, and market research serves marketing.
Marketing is an activity, process and system that brings value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products. Mainly refers to the process of marketing personnel to carry out business activities and sales behavior for the market.
Market research refers to the use of scientific methods to collect, record and sort out information and materials related to marketing purposefully and systematically, analyze the market situation, understand the market situation and its development trend, and provide objective and correct information for market prediction and marketing decision.
The role of market research in marketing;
(1) Understand the market and discover marketing opportunities.
(b) Help enterprises to develop new products and explore new markets.
(C) is conducive to improving the competitiveness of enterprises
(D) the importance of maintaining and consolidating loyal customers
Health marketing research plan 1. Why do you want to write a research plan 1? Investigation is an effective means to improve work efficiency. There are two forms of work: 1. Passive work (fire fighting work: dealing with disasters and mistakes as soon as possible) 2. Active work (fire fighting: foreseeing disasters and mistakes, preparing for a rainy day and eliminating mistakes) Writing a research plan is actually an inventory of our own work. Make yourself clear, make yourself clear. Investigation is the starting point of our active work. 2. Research ability is the embodiment of the management level of cadres at all levels. Personal development should focus on long-term career planning. For a growing enterprise and organization with increasing personnel, research is particularly urgent. When the enterprise is small, there is no need to write a research plan. Because there are not many problems in the enterprise, communication and coordination are relatively simple, and only a few leaders are needed to solve the problems when they are found. But the bigger the enterprise, the more people, the more departments, the more problems and the more difficult communication. At this time, the energy of leaders is limited. The importance of research is reflected. I remember that the general manager asked everyone at the regular meeting of senior and middle-level cadres: "Who knows the work of the Employment Department?" The scene was suddenly silent and no one answered. After a few seconds, only one person in charge of the area raised his hand, and then another person in charge of the department raised his hand hesitantly; The general manager then asked everyone, "Who knows the work of the consulting department?" Nobody answered this time. I asked several departments in succession, but no one answered. The scene was silent, and everyone was thinking: Why do enterprises have so many problems? At this time, the general manager spoke: "Why are there so many problems in our work? Why do we complain about other departments? Why do we have a problem with leaders? " "Because ... our work is invisible, no one knows what the other party is doing, between peers, between superiors and subordinates, and between leaders? Can this be done well? Is it okay? Obviously impossible. Problems are bound to happen. Therefore, we need to' make our work tangible'. How to do it, the work plan is a good tool! " . Everyone who attended this regular meeting was deeply moved by this sentence. 3, through the research plan to become passive and other things to do things automatically and spontaneously (personal' drive'-'system drive') with the research plan, we don't need to wait for the orders of the supervisor or leader, just ask the supervisor or leader for instructions on some things that need to be decided. You can make overall arrangements, and your personal work efficiency will naturally improve. Through the research scheme, it is the only way for enterprises to grow up to change the individual-driven management mode into the system-driven management mode. Second, how to write a good research plan must first explain that the research plan is not written, but made. The content of the investigation is far more important than the form. We reject flowery rhetoric and welcome real content. Simplicity, clarity and operability are the basic requirements of the research scheme. How can we do a good job? Summing up the speeches made by everyone at the meeting at that time and some later speeches, mainly writing out the four elements of the research plan. The four elements of the work plan: (1) research content (what to do) (2) research methods (how to do it) (3) research division of labor (who will do it) (4) research progress (what to do: when) are missing, then this research plan is incomplete and inoperable. In the end, it will go into "formalism" and fall into "writing a plan for the sake of writing research and losing the purpose of writing research". It is inevitable that there will be "no need to write research plans" in enterprises, and our efforts to change ourselves may fail. Third, how to ensure the implementation of the research plan? The purpose of writing a research plan is to implement it. Execution is not what people usually think, "My plan has been taken out, and execution is a matter for executives. If something goes wrong, it is also the level of the executives themselves. " Poor implementation, or inability to implement, has a lot to do with the plan. If you didn't understand the reality at the beginning, you didn't do enough investigation and understanding. Then the plan itself has laid a hidden danger for the subsequent implementation. By the same token, whether our plan can be really implemented is not only a problem for the executors, but also a problem for the people who write the research plan. First of all, we should investigate the actual situation. According to the actual situation of the enterprise, the formulated plan will be well implemented. Secondly, the monthly work plan of each department should be discussed publicly at the regular meeting. There are two purposes: one is to test the feasibility of the scheme through everyone's wisdom; Second, the work of each department will inevitably involve other departments, and win the support of superiors and the cooperation of other departments at the same level through discussion. In addition, the research plan should be adjustable. When the implementation of the work plan deviates from or goes against our purpose, it needs to be adjusted, and we can't plan for the sake of planning.
Also, during the investigation of the investigation plan, the department heads should always follow up and check the implementation and progress. Find the problem, solve it on the spot and move on. Because middle-level cadres are both managers and executors. We can't just focus on the so-called direction and principles without going deep into the problems and scenarios. Finally, the revised research plan should be reviewed and signed by business leaders, and be responsible for subsequent implementation and inspection.
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