How to do market research and what preparations to make, for example, I am going to Shenzhen Huaqiang North to do a digital product survey, and I hope someone can give me some advice. Thank you very m

How to do market research and what preparations to make, for example, I am going to Shenzhen Huaqiang North to do a digital product survey, and I hope someone can give me some advice. Thank you very much Dasong Consulting understands the current situation and development trend of the market, and provides objective and correct basis for enterprise decision makers to make policies, make market forecasts, make business decisions and make plans.

In the preparation stage:

1. Organizational leadership and staffing

Establish the organization and leadership of the market research project. The marketing department or planning department of the enterprise can be responsible for the organization and leadership of the survey project, and set up a market research team for the survey project to be responsible for the specific organization and implementation of the project.

2. Recruitment and training of interviewers

Interviewers can be recruited from college students majoring in economic management, and the number of questionnaires that each interviewer can complete in 1 day can be determined according to the time of completing all questionnaires in the survey items, and the number of interviewers can be approved. Necessary training should be provided to interviewers, including:

(1) Basic methods and skills of interview investigation;

(2) Investigate the basic situation of products;

(3) field investigation work plan;

(4) Investigation requirements and precautions.

3. Work progress

Arrange a timetable for the whole process of market research project, and determine the work content and time required for each stage. Market research includes the following stages:

(1) Investigation preparatory class, including questionnaire design, sampling, interviewer recruitment and training, etc.

(2) field investigation stage;

(3) the statistical processing and analysis stage of the questionnaire;

(4) Write an investigation report.

4. Cost budget

The cost budget of market research mainly includes the design and printing of questionnaires; Interviewer training fee; Visitor service fee and gift fee; Questionnaire statistics processing costs, etc. Enterprises should verify the expenses that will occur in the process of market research and reasonably determine the total cost budget of market research.

field test

After the market survey preparation is completed, the questionnaire field survey is started, and the organization of the field survey should do a good job in two aspects.

1. Do a good job in organizing and leading the field investigation.

Field investigation is a complicated and tedious work. According to the pre-determined investigation areas, determine the number of investigation samples, the number of visitors, the number of samples that each visitor should visit and the visit route of each investigation area, and each investigation area is equipped with a supervisor; Clear the tasks and responsibilities of investigators and visitors, so that the tasks are put in place and the work objectives and responsibilities are clear.

2. Do a good job of coordination and control of on-site investigation.

The survey organizer should keep abreast of the completion of the field survey and coordinate the work progress among the visitors; It is necessary to keep abreast of the problems encountered by the interviewer during the interview and help solve them. Put forward a unified solution to the * * * problems encountered in the investigation. After the interview every day, the interviewer should first check the questionnaire, and then the supervisor should check the questionnaire to find out the existing problems, so as to improve in time in the follow-up investigation.

Finishing analysis

After the field investigation, it will enter the stage of sorting out and analyzing the investigation data. After collecting the completed questionnaires, the investigators will check the questionnaires one by one, eliminate the unqualified questionnaires, and then uniformly number the qualified questionnaires to facilitate the statistics of the survey data. The statistics of survey data can be completed by Excel spreadsheet software. After inputting the survey data into the computer and running the Excel software, a large number of statistical data that have been tabulated can be obtained. Using the above statistical results, we can make a comprehensive analysis of the survey content according to the requirements of the survey purpose.