Market research is a specific activity that links consumers and the public sector to the marketplace, and this information is used to identify and define marketing opportunities and problems, to generate, improve and evaluate marketing activities, to monitor marketing performance, and to improve understanding of the marketing process. Market research is in fact a process of seeking "*** harmonization" between the market and the company.
Market research can provide consumers with an opportunity to express their views, so that they can put their own opinions on the product or service, ideas and timely feedback to the enterprise or supplier. Through market research, it can let the enterprise that produces this product or provides the service understand the consumers' evaluation, expectation and idea about the quality of the product or service.
Expanded Information:
1, the functional role of market research:
One is to collect and present the facts (get feedback on market information, can provide decision makers with information about the current market and conduct marketing activities on the line);
Two is to interpret the information or activities (to understand the reasons for the formation of the current market situation and some of the influencing factors);
Third, the predictive function (through the information on the past market to speculate on possible changes in the development of the market).
2. Research Methods:
(1) Copywriting Research
Mainly the collection, collation and analysis of secondary information, the main channels from the online data search and library and other book information search.
(2) field research
Field research can be divided into three kinds of inquiry method, observation method and experimental method.
(3) Special research
Special research has fixed samples, retail store sales, consumer survey groups and other ongoing field surveys; projection method, speculative test method, semantic differentiation method and other purchase motivation surveys; CATI computerized surveys and other forms of research.
(4) Competitor Research
"If you know yourself and your enemy, you will not be in danger in a hundred battles", one of the oldest Chinese idioms outlines the importance of competition research. In today's increasingly hot market competition, not understanding the competitive market situation, do not know the competitors, means that there is no chance of winning.
Baidu Encyclopedia - Market Research