What are the characteristics of market research program design?

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The characteristics of market research include the clarity of the survey objectives, the scientificity of the survey methodology, the economy of data collection, the confidentiality of the survey content, and the uncertainty of the market research report.

Features of Market Research:

1. Clarity of the objectives of the investigation.

In the market research, the goal must be clear, and only when the goal is clear, can the direction of the investigation be determined, that is, the market research goal is not clear.

2. The scientific nature of the survey method.

The method of market research needs to be scientific, if it is just a random investigation, the results are not only inaccurate, but also may cause people to make wrong market judgments, or even relatively large losses. At the same time, the scientific method contributes to the smooth completion of market research and the results are accurate.

3. The economy of data collection.

The process of investigation requires a certain amount of economic cost, of course, the less the cost is better. In market research, the commonly used data collection methods include survey method, observation method and experimental method. When enterprises do market research, the survey method is more common, and the survey method can be divided into interview method, ** investigation method, mail method, retention method, etc.

4. Confidentiality of the content of the investigation.

Market research is to provide an objective and correct basis for the decision-makers of enterprises to formulate policies, conduct market development, make business decisions, and formulate plans. Therefore, the confidentiality of the investigation will not lead to the disclosure of the company's secrets.

5. The objectives of market research are different.

When implementing a business strategy, an enterprise must investigate the development trend of the macro market environment and the future development of the industry in which it is located.

Market research design refers to the development of a series of survey plan combinations according to the problems found and the preliminary analysis and research before the formal investigation, and forms a main plan or survey plan to make the market research purposeful, planned and organized. So what are the contents of market research design?

The design of market research includes the following aspects:

Market research design content: determine the purpose of market research

At the beginning of determining the research topic, it is necessary to find the problem according to the feedback of marketing personnel and enterprise management, so as to clarify the purpose of the research in the research design stage.

Whether it is first-line survey data, secondary data, or a combination of both. For primary information, the scope of investigators should be preliminarily determined, and if secondary information is required, the direction and method of collection should be determined.

Market research design content: determine the research methodology

Research methods include: observation, experiment, and interview.

Market research design content: select researchers

Researchers should be good at revising their interview content at any time according to changes in the situation in the process of market research, but at the same time grasp the fundamental goal of the research unchanged, which requires researchers to have certain professional knowledge and rich market practice ability and problem integration ability.

Market research design content: select the survey sample

Clarify the scope of the survey, the size and characteristics of the sample, and the sampling method.

Market research design content: budget and make time arrangement

Research always takes time and money, so it is important to budget and conduct a cost-benefit analysis to determine whether it is necessary.

Market research design content: develop a research plan

Formulate a research schedule and carry out research and implementation according to the schedule schedule.

The role of market research design

1. From the perspective of understanding, the design of market research program is the beginning stage of the transition from the process of complete understanding to quantitative understanding.

2. In terms of work, the design of the research plan plays a role in overall planning, unity and coordination.

3. From the practical requirements, the design of the research program can meet the needs of the development of modern market research.

Writing a market research proposal requires the following steps:

1.Define the research question: Start by identifying the purpose and question of the research to determine what data needs to be collected.

2.Select the research method: According to the research question and the feasibility of the ante branch, select the appropriate research method. Sensitive such as questionnaires, in-depth interviews, focus groups, etc.

3.Develop a research plan: Clarify the details of the time, place, target, sample size, research tools, and budget of the research.

4.Design the questionnaire or interview outline: Design the corresponding questionnaire or interview outline according to the research question and research method, and test and revise the test questions.

5.Recruit researchers: Recruit and train researchers according to their background and ability requirements.

6.Conduct research: Conduct interviews or distribute questionnaires to respondents according to the research plan and methodology.

When writing a market research plan, you need to pay attention to the following points:

1.The research question should be specific and clear, and avoid being too general or vague.

2.Research methods and strategies need to be matched to the research question and be able to collect the required data effectively.

3.The sample size should be large enough to be representative of the characteristics of the entire population.

4.The outline of the questionnaire or interview should be designed reasonably to avoid subjective interference and misleading as much as possible.

5.For some content involving personal privacy or trade secrets, it needs to be treated confidentially.

1. Determine the purpose and task of the investigation. The purpose of the survey refers to the problem to be solved by a particular research topic, i.e., why it is investigated, what problems are to be understood and solved, and what is the use of the survey results. The survey task refers to what kind of information should be obtained by the market research to meet the requirements of the survey under the condition that the purpose of the survey is given.

Clarifying the purpose and task of the survey is the primary issue in the design of the survey program, because only when the purpose and task of the survey are clear, can the object, content and method of the survey be determined, and the pertinence of the market survey can be guaranteed.

2. Determine the investigation object and investigation unit. The purpose of identifying the subject of the investigation and the unit of investigation is to clarify the question of who to investigate and who will provide the information.

The object of investigation is the whole to be investigated within a certain range of time and space determined according to the purpose and task of the investigation, and it is a whole composed of many individual units with a certain common property that objectively exist. The investigation unit is the individual unit in the survey population, which is the undertaker or information source of the investigation project.

Writing a market research plan is an important step in conducting market research, and the following is a simple but complete step to write a market research plan:

1.Determine the research objectives and questions: Start by identifying the questions, objectives, and types of data that need to be studied, such as market size, competitors, consumer behavior, etc.

2.Formulate the research plan: determine the research scope, timetable, research methods (such as questionnaires, in-depth interviews, focus groups, etc.), sample size and sampling methods, etc., to ensure the validity and reliability of the study.

3.Determine who to study: including the research audience, industry sector, geographic location, and more. According to the research objectives and questions, select the research sample population that meets the requirements, and determine its characteristics and quantity.

5.Data collection: According to the designed plan and questionnaire, select the appropriate collection method, conduct on-site interviews, network surveys, interviews, etc., to obtain data.

6.Data analysis: Statistical analysis, qualitative analysis and other methods are carried out on the collected data to draw effective conclusions and recommendations.

7.Writing a research report: Writing a report based on the results of the study with explanations, explanations, and recommendations. The report should include the objectives, methods, results, conclusions, and recommendations of the study.

In short, writing a market research plan needs to take into account various factors, ensure the validity and reliability of the research, and give detailed explanations and recommendations in the final report so that the company can take corresponding actions.