The process of market research

1, to determine the necessity of market research.

2. Define the problem

3. Establish research objectives.

4. Determine the survey and design scheme

5. Determine the type and source of information.

6. Determine the data to be collected

7. Questionnaire design

8. Determine the sampling scheme and sample size.

9. Collect information

10, analyzing data

1 1, write a research report.

Extended data

Functional action

The role of market research is what results can be obtained through market research, mainly in the following three aspects:

First of all, collect and state facts (getting feedback from market information can provide decision makers with information about the current market and marketing activities);

The second is to explain information or activities (to understand the reasons for the formation of current market conditions and some influencing factors);

The third is the forecasting function (predicting possible market development and changes through past market information).

The role of market research mainly depends on how users use the research results, mainly in the following aspects.

1. By understanding and analyzing the market information, we can prevent enterprises from making mistakes in formulating marketing strategies, or help marketing decision makers understand the gains and losses of current marketing strategies and marketing activities, so as to put forward corresponding suggestions. Only by truly understanding the market can we formulate marketing strategies and business development strategies.

When enterprise management departments and relevant personnel make decisions on certain issues, such as product strategy, price strategy, distribution strategy, advertising and promotion strategy.

There are usually many things to understand and consider, including: in which market our products sell well and have development potential; In which specific market is the expected saleable quantity; How to expand the sales of enterprise products;

How to master the sales price of products; How to determine the product price can ensure that sales and profits can go up; How to organize product promotion, how much sales expenses will be, and so on.

These questions can only be answered through specific market research, and only the specific answers obtained through market research can be used as the basis for enterprise decision-making. Otherwise, blind and unrealistic decisions will be formed, and blindness often means failure and loss.

2. By providing correct market information, we can understand the possible changing trend of the market and the potential purchasing motives and demands of consumers, which will help marketers identify the most profitable market opportunities and provide new opportunities for enterprise development.

The development and changes of market competition are increasingly fierce and constantly changing. There are many reasons for market changes, including market factors such as products, prices, distribution, advertising and promotion, as well as market environment factors such as political, economic, cultural and geographical conditions. These two factors are often interrelated, influencing each other and constantly changing.

In order to adapt to this change, enterprises can only know the changes of various market factors and market environment factors in time through extensive market research, so as to take targeted measures to deal with market competition by adjusting market factors such as price, product structure and advertising.

For enterprises, whether they can keep abreast of market changes and take timely and appropriate contingency measures is the key to their success.

3, help to understand the development status and technical experience of related industries, and provide information for improving the business activities of enterprises.

In today's world, science and technology are developing rapidly, and new inventions, creations, technologies and products are emerging one after another and changing with each passing day. The progress of this technology will naturally be reflected in the form of products in the commodity market.

Through market research, we can get timely information that helps us to understand the market economy trends and scientific and technological information, and provide enterprises with the latest market information and technical production information, so as to better learn and absorb the advanced experience and latest technology in the same industry.

Improve the production technology of enterprises, improve the technical level of personnel and improve the management level of enterprises, so as to improve product quality, accelerate the upgrading of products, enhance the competitiveness of products and enterprises, and ensure the survival and development of enterprises.

4, the overall publicity strategy needs, to provide information and support for enterprise market positioning and product promotion.

Marketing promotion needs to know the communication channels and mechanisms of all kinds of information, so as to find suitable promotion carriers and methods and detailed marketing plans, which also needs market research to solve, especially in the rapidly changing environment, past experience can only reduce the probability of mistakes, and real-time information update is needed to ensure the promotion in place.

Usually, in marketing promotion, it is necessary to quote the market information support of powerful institutions, such as providing superior information of enterprises in consumer awareness, brand awareness, satisfaction and market share, so as to meet further needs.

The information obtained through market research can not only help us understand the market situation, but also predict the changing trend of the market, so as to make plans and arrangements for enterprises in advance, make full use of the changes in the market and seek benefits for enterprises. The report predicts that in the next 10 year, the development of China newspaper industry will show eight major trends: the intensive level of newspaper publishing will be greatly improved;

The fourth growth cycle of newspaper industry is coming soon; The central party newspaper and the provincial party newspaper will establish the leading position of high-end mainstream newspapers; The development mode of metropolis daily will change greatly; Professional newspapers in the industry will generally establish a resource-centered view; "Digital newspaper" will change the traditional newspaper form; Professional journalists and professional newspaper managers will accelerate their formation; The overseas newspaper market will become a new development space.

The real estate market continued to be active a few days ago 20 13. The investment in real estate development before 1 1 month has exceeded the total amount of last year, with a year-on-year growth rate of 19.5%. The previous intensive real estate regulation and control policies have also been digested by the market, and the active rigid demand has pushed up the volume and price of the residential market.

In order to cool down the market, first-and second-tier cities successively introduced local control policies at the end of the year, including strict purchase restrictions and increasing the down payment ratio of second homes. It is expected that the regulation of the residential market will continue in the short term.

Baidu Encyclopedia-Market Research