market survey

Making a correct research plan is the basis for the success of the whole research activity. A complete and systematic research plan generally includes research background, research purpose, research area and object, research content, research method (sampling steps must be specified in detail), quality control system, cost budget, schedule and so on.

I. Research background The research background is a general introduction and summary of the reasons and necessity of this research work. The main points of the content include: briefly describing the industry background, and clarifying the industry history, present situation and development trend. At the same time, analyze the market status, favorable factors and unfavorable factors of this enterprise (product). It leads to the necessity and analysis purpose of market research.

Second, the purpose of research The purpose of research is mainly aimed at a specific market or a specific product, which includes all the details involved in the research. In short, it is to explain why research is needed, that is, what kind of problems will the information obtained through research be mainly used to solve. It is a specific answer to how to solve the customer's decision-making and management problems, which generally changes according to the customer's requirements. Surveyors and designers should flexibly determine the purpose of this survey according to the specific situation of customers and on the basis of full brewing. The specific research purpose can be carried out from the aspects of industry, consumers, competitors, channels, promotion and products. See chapter 1 for details.

Third, the research content

The determination of investigation content must serve the purpose of investigation, mainly to solve the problem of what information must be collected in order to achieve the purpose of investigation.

Generally speaking, the contents of the survey mainly include: industry market environment survey, consumer behavior pattern survey, consumer information acceptance pattern survey, advertising survey, dealer and retailer survey, product survey, brand survey and so on. (See Chapter II for details)

Fourth, research methods.

The research method mainly explains where, by whom and how to collect relevant information. Generally, it explains three contents: research field, research object and research method.

The study area represents the number and names of cities. The research area can be selected according to the customer's research requirements and the representativeness of each city, or it can be selected by sampling. If sampling selection is adopted, the sampling process must be described in detail.

Respondents explained the sample size, restrictions and selection principles. If the choice of research object is decided by sampling, the sampling process should be explained in detail.

The research method explains how to collect data from related research objects. Commonly used research methods include literature research, questionnaire survey, in-depth interview, geographic information forum and so on.

Sample size The sample size and sampling method of consumers, distributors, retailers, media and other research objects. Generally, it can be listed.

Verb (abbreviation of verb) investigation and implementation This section mainly gives a brief explanation from three aspects: investigation process, investigation organization and personnel training.

The research process can be illustrated by a simple chart.

The staff asked for a brief description of the organization of the project.

This paper briefly expounds the personnel training, including the quality requirements of personnel and the training contents of personnel.

Six, quality control

The quality control of the whole research process is the premise to ensure the objective and scientific collection of market information. This part can usually briefly describe the whole quality control system of the company.

Seven. Schedule

After the customer confirms the project, it is necessary to arrange the research schedule in a planned way to standardize and ensure the smooth implementation of the research work. According to the implementation steps of the survey, the time can be arranged in seven small items: the design of the survey plan and questionnaire; Revision and confirmation of research plan and questionnaire; Project preparation stage (including network and personnel arrangement); Field investigation stage; Data preprocessing stage (coding, input); Data statistical analysis stage; Research report writing stage.

Eight. Scheme example

Yike people's market research plan

I. Introduction

With the continuous improvement of people's living standards, people's awareness of protecting their own health is getting stronger and stronger. Shandong khoikhoi Bioengineering Co., Ltd. takes "science and technology benefit mankind" as its development purpose, and takes the market as its guidance, and develops a sanitary product nasal cleanser that leads the new trend of health, filling the gap in this field in China.

Nothing is formed overnight. Hygienic habits such as brushing teeth and taking a bath have been cultivated for a long time, which has reached today's popularity, and so has nasal cavity cleaning. Although consumers have potential demand in this respect, how to make consumers understand and accept the new concept of nasal cavity cleaning needs to make great efforts to cultivate the market. As the first manufacturer and operator of nasal cavity cleaner in China, whether Keyiren Company can successfully market this product will depend on whether the marketing strategy is correct, and the correct marketing strategy comes from the market. Therefore, only with a thorough understanding of the market situation can we determine how to combine product positioning, price, channels and promotion methods, so as to push the products to the market in an all-round way. This is the reason why we conducted this market survey.

Through this kind of market research, we can fully grasp the information of target consumers, sales terminals and related media, so as to achieve the goal of entering the target market with confidence and succeeding in one fell swoop.

Therefore, market research is the first step of our success and the basis of formulating correct marketing strategy. We will do our best to ensure the success of this research. I believe that with the active cooperation of khoikhoi Company, our goal can be achieved.

Second, the purpose of the study

There are two main purposes of this survey: first, to understand the external environment faced by khoikhoi companies scientifically, systematically and meticulously, to find our target consumers through market segmentation, and to have a deep understanding of them; Secondly, through this survey, the USP (unique selling point) of the product was searched and excavated, which provided a scientific market basis for the formulation, pricing, packaging, channels and promotion policies of nasal cavity cleaner products of khoikhoi Company. The following are the specific research purposes:

1, understand the market background information through investigation, and provide scientific basis for macro-decision-making for the listing of nasal cavity cleaners;

2. Understand consumers' psychology, purchasing behavior characteristics, media preferences, sales terminals, related media and other information through investigation, so as to lay a solid foundation for specifying correct price, packaging, advertising, promotion strategy and promotion scheme.

Third, the research content

Consumer demand and opinion survey

Investigation on consumer behavior patterns

-Consumer ownership of nasal cleanser

—— Choice of places for consumers to buy nasal cavity cleaner.

-the main factors that affect consumers' purchase of nasal cleanser

—— The main channel for consumers to receive information about nasal cavity cleaners.

Consumer's choice of products

—— The main consideration when consumers buy nasal cavity cleaners.

-Consumer's tolerance for nasal cleanser

-Consumer's consideration of product packaging.

-Factors that consumers should consider in product promotion.

Basic characteristics of target consumers

-The age composition of the target consumers

Gender composition of target consumers

-The education level of the target consumers.

Occupational composition of target consumers

-Income composition of target consumers

(2) terminal research

Investigation on sales characteristics of sales terminals

Investigation on consumer purchasing characteristics

Requirements for manufacturers (distribution, shelves, etc.). )

(3) Media research

Product background information and future development trend, market research;

2, media circulation (ratings), column setting, coverage area charges, etc.

Fourth, the survey method and the number of samples

(a) research areas and targets

Investigation area: Guangzhou and Jinan are determined as the investigation areas of this survey after negotiation by both parties and comprehensive consideration of market consumption, capacity and radiation. (The situations mentioned in this scheme refer to the investigation in Guangzhou and Jinan, which was conducted by Keyiren Company with reference to this scheme. Adopt the statistical analysis of all the questionnaires that the company is responsible for, and take no responsibility for the mistakes and deviations that khoikhoi Company made during the investigation. ).

Survey object: the resident population over 0/6 years old in the survey area/kloc.

research method

This study adopts the method of combining quantitative analysis with qualitative analysis. Quantitative analysis is mainly used in consumer research. In the research method, the closed questionnaire survey method is adopted, and in the sampling method, the combination of convenience sampling and quota sampling is adopted, that is, consumers who meet our target characteristics are intercepted in shopping malls, residential areas and other places to initiate a questionnaire survey; Qualitative analysis is mainly used in terminal research and media research, and the way adopted is to conduct open and in-depth interviews with the target object.

(3) Sample size

Because the nasal cavity cleaner involved in this survey is unfamiliar to most consumers, in order to ensure a certain degree of confidence (about 95%) and make the survey operable, the sample size of each city consumer survey is determined to be 350 (the sampling error at this time is 5.2%). When selecting these 350 samples, quotas are made according to gender, age and other factors to ensure the representativeness of this survey.

In order to further understand the sales channels, market prospects, media and other information, we will also conduct a 10 sales terminal survey and two media surveys.

In this way, we will conduct a quantitative survey of 350 cases (consumer survey); Qualitative research (terminal research, media research) 12 cases. A total of 362 cases. Together with the Jinan survey operated by Keyiren Company, there are 724 cases. The specific quotas for consumer research are as follows:

Regional year

Domain age

Under 25 years old

25 - 35

35—45

Over 45 years old

total

Tianhe district10151510 50

Huangpu District10151510 50

Baiyun district10151510 50

Yuexiu District 8 12 12 8 40

Liwan District 8 12 12 8 40

Fangcun District 8 12 12 8 40

Haizhu District 8 12 12 8 40

Dongshan District 8 12 12 8 40

Note: There are 350 consumer research samples, and the ratio of male to female is about 7: 3.

Investigation and implementation of verbs (abbreviation of verb)

(A), the research process

Personnel required for investigation

According to our research plan, this research in Guangzhou needs three kinds of personnel: research director, interviewer and examiner. The specific configuration is as follows:

Research supervisor: 2 persons, full-time supervised by the adoption company;

Interviewers: 5-6, provided by our own interviewer network;

Re-inspector: 1-2, who can supervise part-time or recruit separately.

If necessary, an assistant supervisor (1) will be provided to assist in interviews, sending and receiving questionnaires and gifts. The proportion of questionnaire audit is 30% of all questionnaires, all of which are audited by telephone, and the audit time is within 24 hours of questionnaire recovery.

Training of relevant personnel

Training of supervisors

Requirements: Bachelor degree or above, with rich research knowledge and experience, strong organizational and management skills, and a sense of responsibility.

Training content: main job responsibilities; Introduce the project background, investigation contents and objects; Explain the sampling method; Recruitment, training and management of interviewers; Review and remedy of the questionnaire; Solutions to related problems.

Training of interviewers

Requirements: College degree or above, rich research experience, strong communication skills, strong initiative and strong sense of responsibility.

The content of training; Main job responsibilities; Introduction of project background, content and objectives; Description of the questionnaire; Visiting skills; Handling of related problems.

(d) Need the cooperation of Koyiren Company.

1. Please ask Keyiren Company to arrange 1-2 personnel to be full-time responsible for the logistics and liaison work of this investigation, and coordinate the business contacts between the two parties arising from the investigation.

2. Please ask khoikhoi Company to mail us 6-8 nasal cavity cleaner samples as soon as possible for investigation and testing.

Six, quality control

Research organization

The company has set up a special research group for this project, with the research manager of the company as the project leader, coordinating the whole research and directly controlling the quality of the research. The supervisors, sampling personnel and re-inspection personnel of this survey are all senior marketing personnel with bachelor degree or above. General Manager Zhu and General Manager Liu control the quality of the final investigation. As a customer, khoikhoi Company can monitor the whole quality at any time and question related issues.

(B) the quality control of the scheme and questionnaire design

1. Before designing the scheme and questionnaire, the designers should have a deeper understanding of the current situation of the industry, project background, investigation contents, consumers and products through collecting second-hand materials, investigating the local market, communicating with customers and interviewing experts.

2. The scheme and questionnaire design are written by the company's senior marketing personnel with rich professional knowledge and practical experience. After discussion and review by the project team and review by General Manager Zhu and General Manager Liu, they can only be submitted to the one-person company. After discussion and revision with Keyiren Company, it can only be implemented after trial investigation and final review by Keyiren Company.

(C) the quality control of field research

1. The supervisor of the survey must be a senior researcher with a bachelor's degree or above, and the interviewer must be a person with a college degree or above.

2. Supervisors and visitors must receive special training before actual operation, and can only operate after passing the examination.

3. During the questionnaire survey, visit 5% more as a backup questionnaire to ensure that the overall sample size is consistent with the design number.

4. During the questionnaire survey, the proportion of questionnaire review is 30% of all questionnaires. The telephone review and on-site review are combined, and the review time is within 24 hours after the questionnaire is collected. Reviewers cannot be visitors.

(4) Quality control of data collation and analysis

1. After collecting the questionnaire from the company's headquarters, the company's professional researchers conducted a second audit.

2. Two-way data entry, and the analysis software is SPSS 10.0.

3. The analysis report is written by the company's professional researchers and can only be passed after being reviewed by the team, company leaders and Xilinmen Company.