Establishment of market research project
I. Market research is to systematically and objectively collect, organize and analyze information and data related to marketing, which can be used to help managers to develop effective marketing strategies or tactics.
Systematic, that is, to investigate the careful planning and thinking, and methodical organization and implementation of the research work. Objective, that is, the researchers must be impartial and neutral, all the information should be objective and respect for the facts of the attitude, the results of the discovery should also maintain a frank and impartial attitude, avoid subjectivity and bias, so as not to affect the judgment of the managers.
Types of market research
Based on the principle objectives of market research can be divided into: exploratory research, predictive research, descriptive research and causality research.
1 ⒈ exploratory research: refers to such as the enterprise may encounter in the market does not know the problem, or the market research issues or scope is not clear enough, can be used to explore the research. The main role of this type of research is to explore the market, to find the market; another role is to find the problem, identify the causes of the problem, to find out the key to the problem, to lay the foundation for further in-depth research. Such as new product launch research, market accessibility research, etc., all belong to this type.
Predictive research: very similar to the exploratory research, but also through the collection of some historical and indirect information, or consult experts, insiders, or reference to the actual examples of similar problems to carry out research. The difference is that it needs to make some quantitative forecast calculations, historical data of market development and historical data of macro statistics. Generally, such as market capacity research, market structural research, market development planning research, etc., belong to this type of research.
3Descriptive research: it is a factual reflection and specific answer to the research questions, such as consumer behavior and habits research, life pattern research, brand image research.
Sung cause and effect research: the main purpose is to figure out the relationship between the cause and the result, as well as the cause of the performance of the market phenomenon. For example, analyzing the cause of market structure change, analyzing the shift of consumption tendency, the same as exploratory research has a similar purpose, but mainly to reveal the influence factors and the degree of influence.
Three, the content of market research:
⒈ market environment survey: external uncontrollable factors, environmental factors;
Peak marketing survey: the investigation of internal conditions, controllable factors.
Four, market research program planning: according to the objectives and content of the research, draw a "master plan".
1 ⒈ confirmation of the survey project
First-hand information, also known as primary data, is specifically designed for the issue being studied to design the questionnaire, and then through the questionnaire to collect back the relevant information and data. The collection of primary data and information, is very time-consuming, laborious and expensive, but generally able to accurately reflect the objective situation, so the availability of primary data information is extremely strong.
Second-hand information is often not collected specifically to solve the problem at hand, economical, time-saving, but may not be very impractical. Such as industry data, media release data, statistical yearbook data. But the key is to analyze which aspects to use to use.
Some of the elements that should be considered are: a, analysis of the choice of survey items; b, the identification of hypotheses and the relationship between the research project; c, the relationship between the research objectives and the research project; d, an analysis of the importance of the survey items.
Peak confirms the method of data collection;
3 funding plan;
⒋ survey plan.
The basic steps of market research
⒈ ⒈ to establish the purpose of the investigation stage: a. Analysis of the problem and the focus of the problem b. Clarification of the survey question c. Establish the purpose of the survey d. Setting the survey assumptions
⒉pre-survey preparation stage: a. Decide on the method of investigation; b. Design of questionnaires; c. Design of the sampling plan d. Training and training of the interviewer e. Trial survey
Pre-survey preparation stage.
3. Fieldwork stage: a. Arranging the project schedule; b. Controlling and managing the progress; c. Quality control of the survey
Sung the stage of synthesis and analysis: a. Organize the data and statistics; b. Statistical analysis of the data; c. Explanation of the relationship between the data
Careful about the stage of reporting and tracking: a. Presentation of conclusions and recommendations; b. Oral report; c. Reporting the status of the implementation of the report to track the status of
Please be careful with the stage of reporting and tracking. Problem analysis