What are the four steps of market research?

Market research is the most important means to collect, record and analyze marketing data and information, which provides reliable information for market prediction and marketing strategy and tactics decision.

A successful market survey can be roughly divided into the following four steps:

1, determine the target. First of all, the main content of the question should be clear, so that investigators can design a complete research plan; Only by clarifying the problems to be solved and the key points of the problems can we get high-quality research results.

2. Collect information. According to the purpose of the investigation, the scope of data collection is decided, and the ways to obtain the required data and collect data are put forward.

Data can be divided into direct data and indirect data.

Direct data, also known as first-hand data, is the data directly obtained by investigators through means and methods such as observation, inquiry and experiment. Indirect data is also called second-hand data, including internal data and external data.

Internal information includes various vouchers, statements, reports and forecast data of the enterprise; External information can come from government agencies, financial institutions, consulting institutions, websites, network information platforms, etc.

3. Collate and analyze the data. Analyze and identify the collected data, and systematize, simplify and tabulate the data through sorting, so as to achieve the purpose of accuracy, completeness and practicality.

4. Write a report. The report represents the final result of the whole process, and the prepared report can be used as a reference for decision makers.

When compiling the report, we should pay attention to the following points: focus on the purpose of the investigation, highlight the key points, clarify the facts, be concise, to the point and objective.

Extended data:

Research methods of market research

1, copywriting research. Mainly second-hand data collection, collation and analysis;

The main channels are online information search and library information search.

2. Field research. Field investigation can be divided into inquiry, observation and experiment.

(1) Inquiry method: A method used by investigators to collect market information by asking questions or soliciting opinions from respondents in various ways. It can be divided into in-depth interviews, GI seminars, questionnaires and other methods, among which questionnaires can be divided into telephone interviews, mail surveys, indwelling questionnaires, home visits, street stops and other forms of surveys.

When using this method, it is necessary to pay attention to the questions asked, the interviewee has the ability to answer, the interview time should not be too long, and the tone, wording, attitude and atmosphere of the inquiry must be appropriate.

(2) Observation: it is a research method that investigators observe and record the behaviors and expressions of the respondents directly or through instruments at the research site to obtain information.

(3) experimental method: it is a method to investigate the market information of a product or the implementation effect of a marketing measure through actual and small-scale marketing activities. The main contents of the experiment include product quality, variety, trademark, appearance, price, promotion method and sales channel. It is often used for trial sales and exhibitions of new products.

3. Special investigation. Special surveys include fixed samples, retail sales, consumer survey teams and other continuous field surveys; Using projection method, conjecture test method and semantic difference method to study purchase motivation: CATI computer survey and other forms.

4. Research on competitors. "Know yourself and know yourself, and you will win every battle", the oldest idiom in China summarizes the importance of competition research. In today's increasingly fierce market competition, not knowing the competitive market situation and competitors means there is no chance of winning.

The fundamental goal of competition research is to find out the competitors' situation through all available information, including product and price strategy, channel strategy, competition strategy, R&D strategy and financial situation. , find their own weaknesses, help enterprises to develop offensive strategies and expand market share; In addition, for the most advantageous part of competitors, we should formulate evasive strategies to avoid damage to enterprises.