Market research methods

In the process of baking cakes with 1V, different investigation methods can be chosen according to the purpose, content and object of investigation. Generally speaking, market research includes field observation, experiment, inquiry, questionnaire survey and literature research.

On-the-spot observation is a method for researchers to observe and record the market activities of the research object on the spot and obtain relevant information. When using on-the-spot observation to conduct research, researchers don't have to directly contact with the respondents, but use their own organs or some equipment to make necessary investigation records on the activities or on-the-spot facts of the respondents, so as to obtain first-hand information. On-site observation method is simple and flexible, with low cost, relatively small external interference factors, and the observed person is in a natural state, so the obtained data is more real. However, when using field observation for research, only superficial phenomena can be observed, and it is impossible to deeply understand its internal factors, such as the psychological changes of consumers and the reasons and motives of market changes.

-Generally speaking, on-site observation methods are as follows:

1. Direct observation method. Direct observation is the way for researchers to observe the respondents? 6? 1 is a way to collect information. For example, market researchers directly observe market activities in commodity fairs, order fairs, expositions or places where consumers are concentrated, such as factories, shops or other occasions, in order to obtain first-hand information. In fact, direct observation method is widely used in market research because of its simplicity, convenience and flexibility.

2. On-site counting method. On-the-spot counting method refers to observing and counting at the market activity site for a certain period of time, so as to obtain quantitative information. Generally speaking, when the field counting method is used for investigation, the counting workload is heavy and the work content is monotonous. Therefore, when arranging researchers, we should try our best to choose those employees with serious working attitude and strong sense of responsibility to undertake this work.

3. Trace observation method. Trace observation method is not to observe the market activity itself, but to collect market information by observing the traces left by specific activities in the market. Sometimes the trace of the observed investigator's activity can get more accurate information than the observation activity itself. If you can understand the market reaction through the suggestion book, receipt and discount card, you can collect some that are difficult to obtain directly.

In addition, we can also understand consumers' hobbies, interests and values, and understand the flow of people and passengers in cities, so as to judge the trend of market development, which is an important basis for predicting market potential. When observing in this way, it is best to focus on only one phenomenon for a period of time to avoid interference; At the same time of observation, the observation results should be recorded and sorted out, and researchers should verify and check each other to minimize errors; In addition, in the investigation, we should try not to affect the activities of the respondents and keep the natural state. Only in this way can the survey information be more authentic and effective.

Experimental method. Experimental method originated from experimental verification in natural science. Under given conditions, it is a research method to observe and analyze the causal relationship between some variables in market economy and their development and change process, and to obtain first-hand information from them. The experimental method is mainly to understand the situation and obtain relevant information through small-scale experiments. The experimental method is mainly used for the trial sale of new products and the investigation before the implementation of new schemes. There are two forms of commonly used experiments, one is laboratory experiment, and the other is market trial sale. The laboratory experiment is that market researchers artificially simulate a scene, select one or two groups of consumers to buy or answer questions, then import variables to let them buy or answer questions again, and determine the experimental results according to the collected data. Market trial sale refers to the trial sale of an enterprise's products in a specific market. During the market trial period, the products are only sold in a limited range and representative test units, and the sales results are measured. For example, before a new product is produced on a large scale, it is produced in small batches and put into the market for sales experiments. Its main purposes are: first, to see whether the quality, variety, color, packaging, price, performance, specifications and uses of the products are welcomed by consumers; The second is to predict the results when the activity plan is applied to all target markets.

Generally speaking, the advantages of using experimental method for research are: because the actual experiment is carried out in a small and large market environment in advance, it can improve the predictability of work, reduce blindness, and is also conducive to internal management of enterprises; At the same time, the data obtained through small-scale experiments are generally objective, reliable and credible, which excludes the deviation of subjective inference and is more scientific and reasonable.

However, while seeing the advantages of the experimental method, we should also see its shortcomings. The advantages of experimental methods are relative. In fact, there are many factors that affect the investigation in practice, and some non-experimental factors may be uncontrollable, which may lead to the final experimental results being affected to some extent. The disadvantage of the experimental method is that it is only suitable for the observation and analysis of current market variables, and it is impossible to study the past situation and collect information about future market changes. Moreover, the cost of adopting this method is very high.

Inquiry and research methods. Inquiry research method refers to a method to understand the situation of the respondents by asking. Inquiry research method, mainly through the form of inquiry, to understand the market: situation. When using the inquiry method to conduct research, the specific inquiry methods are flexible and diverse, which can be roughly divided into the following types according to the different contact methods between researchers and respondents:

1. Interview, inquiry and investigation. Interview, inquiry and investigation are the processes in which researchers interview the respondents directly, get to know the respondents and collect relevant information. Investigators should prepare questions before the investigation, make records during the conversation, and carefully sort out and analyze afterwards. Interview and research are generally used when the research objectives are becoming more and more complicated. Interview and research are characterized by directness and flexibility. Of course, the interview survey method also has its shortcomings. The cost of interview and investigation is high, and the investigation takes a relatively long time.

2. Telephone survey. Telephone survey refers to an investigation method of asking the respondents about the contents of the survey by telephone. Telephone surveys are generally based on telephone directories, randomly sampled and then investigated. The advantages of telephone survey are fast information collection, time saving and high efficiency; Telephone survey costs less, so it costs less; Telephone survey covers a wide range, and it is easy to collect different kinds of information. But before using the telephone survey, the content of the conversation must be fully prepared, and the content of the conversation should be concise and easy to understand. The disadvantage of telephone survey is that the time of telephone survey is very limited and the information obtained is relatively limited, so it is not appropriate to have too much content to investigate; In addition, when using the telephone survey, it is easy to arouse the resentment of the respondents.

3. Letter survey. Letter survey, also known as mail survey, refers to sending printed questionnaires to selected respondents by mail. Fill it out carefully by the respondent and send it back. The advantages of letter survey are that the survey is wide in space, not limited by geographical areas, and the respondents are less disturbed and will not be affected by the mood or preference of researchers; The cost of adopting this research method is relatively low, because the respondents have sufficient preparation and thinking time, and the information obtained is more real, effective and comprehensive. However, the letter survey also has its shortcomings, such as: some respondents are often indifferent to the survey content because they are not interested or troublesome, resulting in a large number of papers that cannot be recycled; In addition, due to the way of letters, most letters take a long time to recover, and it is very likely that the validity period of information has passed.

4. Lien investigation. Lien survey is a kind of market survey method that the questionnaire or survey outline is handed over to the chief investigator in person, and the purpose and filling requirements of the survey are explained in detail, and the questionnaire is left for the respondents to fill in, and then the investigator takes back the questionnaire on an appointed date, and then makes a summary analysis. The advantage of lien investigation is that the recovery rate is high, and the respondents can understand the requirements of filling out the questionnaire in person, clarify the questions and avoid mistakes caused by misunderstanding the contents of the questions; Due to the abundant time to fill in, it is also beneficial for respondents to think fully and make the information relatively more effective. The disadvantage of lien investigation is that the investigation area is limited and the investigation cost is relatively high, which is not conducive to the supervision and management of researchers

Questionnaire survey method. Indirect questionnaire survey is the most commonly used survey method. Questionnaire survey can be used to understand people's understanding and preference for products.

There are many advantages to using questionnaire survey, including the following: it is conducive to expanding the survey area and increasing the number of people surveyed, which is not limited by the survey area; Because the interviewees have enough time to answer, the quality of the information collected is relatively high; Because the questionnaire is freely filled by the respondents, it can avoid the disadvantages of being influenced by the attitude and emotion of the researchers in the interview survey, and the information is more objective and true, which can eliminate the wrong records and prejudice of the researchers; The research cost is relatively low. Questionnaire survey can not only save a lot of money, but also save a lot of manpower.

The shortcomings of questionnaire survey are: questionnaire survey generally takes a long time, and if it is not well controlled, it is easy to invalidate the data; The questionnaire recovery rate is low. Because the respondents are not interested in the content of the survey, or they are unwilling to fill in it, many intermediate papers are often not recycled on schedule; Error-prone If the questions set in the questionnaire are not reasonable enough, it will easily lead to misunderstanding by the respondents. In addition, due to the influence of personal qualities and other factors, different respondents have different understandings of the survey items and are prone to misunderstanding.

Literature research method. Literature research, also known as second-hand data research, refers to the process of mastering relevant information by querying and reading relevant materials. When literature method is used for research, more information is obtained, information is relatively easy to obtain, less time is spent, and the research cost is lower. However, the use of literature research also has certain limitations, mainly in the following aspects: (1) Second-hand data are originally collected for other purposes, so it is necessary to judge the validity of the data when collecting; Second-hand information is mostly incomplete, and in many cases it can't meet the actual needs of enterprises. Some materials have lost their timeliness and credibility due to lack of content; In the process of printing, reprinting, reprinting and translation, some second-hand materials are prone to errors, so further analysis and judgment are needed when quoting.