How to understand the meaning and characteristics of market research

The characteristics of the consumer market are as follows.

1.Non-profit. Consumers buy goods in order to obtain a certain use value and solve their own needs for living consumption, rather than to resell them for profit.

2.Non-professional. Consumers generally lack specialized product knowledge and market knowledge, and consumers are easily affected by merchants, manufacturers' publicity, service attitude and product quality when purchasing goods.

3.Hierarchical. Due to the different income levels of consumers and the different social classes they are in, the needs of consumers will show a certain hierarchy.

4.Substitution. In the consumer market, except for a few irreplaceable goods, most of the goods can be found interchangeably used goods and substitutes, so the goods in the consumer market have strong substitution.

5.Generalized. In the consumer market, there are not only a large number of buyers, but also a wide geographical distribution, from domestic to foreign, from urban to rural, consumers are everywhere.

6.Epidemic. Consumer demand is not only affected by the internal factors of consumers, but also by external factors such as fashion, environment, and values. The needs of consumers vary from era to era. Therefore, goods in the consumer market have a certain popularity.

The characteristics of market research: the survey is practical, the content is extensive, the research is purposeful, the method is diverse, and the degree is restrictive.

What are the characteristics 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.

Characteristics of the general survey:

1. Purposefulness.

It has a clear purpose, which is the most basic nature of all processing, screening, identification and processing of information, which is manifested in the characteristics of strict planning at all stages of collecting, sorting and analyzing market information.

2. Systematic.

Market research is a comprehensive and systematic collection of information about the market activities, requiring the combination of theoretical and practical analysis, categorical research and comprehensive analysis, qualitative analysis and child analysis, current situation analysis and trend analysis of various economic, social, political, cultural and other factors that affect the operation of the market.

3. Authenticity.

In the purposeful and systematic requirements of market research activities, there are many subjective motivations of the staff engaged in this field, such as survey design, project selection, data collation and analysis, etc.

The importance of market research

In order to enhance the competitiveness of products in the market, all enterprises hope to make corresponding correct decisions in a timely manner with the ever-changing market dynamics, and obtain relevant market information and intelligence before taking action, so as to avoid making wrong decisions and reduce the risk of decision-making.

Therefore, enterprises need to do a good job in market research to understand what kind of products are needed by customers, how to determine the appropriate ones, how to reasonably choose distribution channels, choose appropriate sales promotion methods, meet customer needs in a timely manner, and understand the potential market situation.

Obtain market intelligence data from many aspects, capture these information sensitively, analyze the internal relationship between the production and market demand of the enterprise, carefully analyze and study the law of market demand changes, so as to guide the business decision-making of the enterprise, arrange marketing activities in a foreseeable manner, and improve the level of enterprise management.

Features of market research include:

(1) Market research is a purposeful and conscious activity to understand the market. Any market research is not carried out blindly, but around the problems in the business activities of the enterprise, with a clear purpose.

(2) The specific object of market research is the market system, that is, the market subject (individual, family, enterprise), market object (consumer goods and factors of production), market (currency, information), etc. It should be pointed out that the focus of market research is on the consumer market.

(3) Market research needs to use scientific methods. Only with the help of scientific methods can the information, data and findings collected be reliable and accurate.

(4) Market research is to serve the company's market and business decision-making. Market research is a means of understanding the market, it is not an end in itself, it is ultimately to serve the business decision-making of enterprises.

The scope of market research is very wide, including market environment research, market condition research, sales possibility research, but also on consumers and consumer demand, enterprise products, products, social and natural factors affecting sales, sales channels, etc.

The techniques of market research are technical, and there are the following four methods of market research.

Qualitative Marketing Research: Most commonly used. To put it simply, it is to analyze from the respondents' numbers, not for the entire population, and not for large-scale statistics.

Common examples include: focus groups, in-depth interviews, project conduct, etc.

Quantitative marketing research: Uses a hypothesis to use arbitrary sampling and extrapolate results from the number of samples, which is often used in large-scale studies such as population censuses and economic surveys. Common examples are:

Large-scale questionnaires, questionnaires, etc.

Observational techniques: Researchers observe social phenomena and set their own cross practices, that is, horizontal comparison, which usually refers to temporal comparison, vertical comparison, and comparison with different societies or different phenomena at the same time; Common examples are: product usage analysis, browser cookie analysis.

Experimental Techniques: A semi-artificial environment created by a researcher to test the user. This semi-artificial environment can control some of the impact factors that researchers want to compare, such as buying labs and test marketing venues.

The above content refers to Encyclopedia - Market Research.

Usually, market research is the first link of various marketing activities, and runs through the entire marketing process of the enterprise, and it is an important tool for enterprise marketing management. Professor Philip Kotler once said, "The first step a true marketer takes is always to conduct market research."

The role of market research is mainly reflected in the following aspects.

1.Provide market information for enterprises through market research.

The market is the center of enterprise research, and the marketing strategy formulated according to the market situation determines the business direction and goals of the enterprise, and its correctness is directly related to the success and failure of the enterprise. Therefore, researching the market and adapting the products and services marketed by the enterprise to meet the needs of consumers is the first problem to be solved in the marketing strategy.

The established market faced by enterprises is composed of three elements: "buyer + purchasing power + desire to buy". These three elements are not only a unified whole, but also an important part of enterprise research. To this end, enterprises should understand who the buyers in the market are, understand their purchasing ability and desire to buy, and then formulate corresponding product strategies, sales channel strategies and strategies according to the situation of target customers to meet the actual and potential needs of customers.

The significance of market research is mainly as follows:

1. Through market research and understanding of the direction of market development, enterprises can improve their business management, continuously improve their management level and competitiveness, and improve their overall economic benefits.

2. Through market research, understand the changes in the external environment of the enterprise, the enterprise can keep in touch with the external environment, adjust the development strategy of the enterprise in a timely manner, and make the enterprise invincible in the market competition.

3. Through market research, enterprises can understand the supply and demand of the market, understand and grasp the changes in consumer demand, and enterprises can organize production and sales according to the supply and demand of the market and the changes in consumer demand, and smoothly realize the value of goods.

4. Through market research, understand the market gap, which is conducive to the development of a new market, so that the company's production can successfully enter the domestic and international markets.

The contents of the market research are:

1. Investigation of the market environment

The market environment survey mainly includes economic environment, political environment, social and cultural environment, scientific environment and physical geographical environment. The specific content of the survey can be the purchasing power level of the market, the economic structure, the country's prescription and needle, policies and laws and regulations, customs, scientific development trends, climate and other factors that affect marketing.

2. Market demand survey

Market demand surveys mainly include consumer demand surveys, consumer income surveys, consumption structure surveys, and consumer behavior surveys, including why consumers buy, what they buy, the quantity they buy, the frequency of purchases, the time they buy, the way they buy, the habits they buy, their preferences and their post-purchase evaluations.

3. Market supply survey

The market supply Qiaohong survey mainly includes product production capacity survey, product entity survey, etc. Specifically, the quantity, quality, function, model, brand, etc. of the products that can be provided by a certain product market, and the situation of the production enterprise.

The meaning of market research is to use scientific methods and appropriate means to collect, sort, analyze and report relevant information in a purposeful and planned manner to help enterprises, enterprises and other institutions to understand market development opportunities in a timely and accurate manner, find existing problems, and correctly formulate, implement and evaluate decision-making and planned activities.

The role is:

First, it is conducive to enterprises to discover market opportunities; Clause.

Second, it is conducive to the development of correct marketing strategies for enterprises; Clause.

Third, it is conducive to improving the market competitiveness of enterprises; Clause.

Fourth, it is conducive to the effective control of the company's strategy.

The types are according to the function, subject, and content of the survey; There are four types of research for the first two, and the latter is two types of thematic market research and comprehensive market research.