Which part of the research process ensures that the research sampling is representative?

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

1. 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 describe the background of the industry, and clarify the history, present situation and development trend of the industry. At the same time, analyze the current market situation, favorable factors and unfavorable factors of this enterprise (product). The necessity and analysis purpose of market research are derived.

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, that is, what kind of problems will the information obtained through research be mainly used to solve. It is a concrete answer to how to solve the customer's decision-making and management problems, which generally changes according to the customer's requirements. The survey designer should flexibly and flexibly determine the purpose of this survey on the basis of full brewing according to the customer's specific situation. The specific research purpose can be carried out from the aspects of industry, consumers, competitors, channels, promotion, products, etc. See Chapter 1 for details.

iii. investigation contents

the determination of investigation contents must serve the purpose of investigation, which mainly solves 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 model survey, consumer information acceptance model survey, advertising survey, dealer and retailer survey, product survey, brand survey and so on. (See Chapter II for details)

IV. Research methods

Research methods mainly explain where, who and how to collect relevant information. It generally explains three contents: research area, research object and research method.

the survey area indicates 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 is used to choose, the sampling process must be explained in detail.

the respondents explain the number of samples, restrictions and selection principles. If the choice of research object is decided by sampling, the sampling process should be explained in detail.

research methods explain how to collect data from relevant research objects. The commonly used research methods include document research, questionnaire research, in-depth interview, GI forum and so on.

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

v. research implementation this section mainly gives a brief description of the research process, research organization and personnel training.

the research process can be illustrated by a simple diagram.

personnel requirements give a brief description of the organization of the project

personnel training, which includes the quality requirements of personnel and the training contents of personnel.

VI. Quality control

The quality control of the whole research process is the premise to ensure the objective and scientific collection of market information. This section can generally give a brief description of the company's entire quality control system.

VII. Schedule

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

VIII. Example of Scheme

Market research scheme of Keyi People Project

I. Foreword

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

Nothing develops overnight. Hygienic habits such as brushing teeth and bathing have been developed for a long time to reach 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 after we have an in-depth and 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 research.

through this market research, we can have a comprehensive grasp of 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 it is the basis of specifying the correct marketing strategy. We will do our best to ensure the success of this research. I believe that with the active cooperation of Keyiren Company, our goal can be achieved.

II. Purpose of the survey

There are two main purposes of this survey: firstly, we should have a scientific, systematic and detailed understanding of the external environment faced by Keyiren Company, find our target consumers through market segmentation, and have a deep understanding of them; Secondly, through this investigation, the USP (unique selling point) of the product is searched and excavated, which provides a scientific market basis for the formulation of products, pricing, packaging, channels, publicity and promotion policies of nasal cavity cleaners of Keyiren Company. The following are the specific research purposes:

1. Understand the market background information through research, and provide scientific basis for macro-decision 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.

three, Survey content

consumer survey

consumer behavior pattern survey

-consumer's ownership of nasal cavity washer

-consumer's choice of place to buy nasal cavity washer

-main factors influencing consumers' purchase of nasal cavity washer

-main channels for consumers to receive information about nasal cavity washer

consumer's choice of products

-when consumers buy nasal cavity washer. The price tolerance of nasal cavity cleaner

-consumer's consideration of product packaging

-consumer's consideration of product promotion

basic characteristics of target consumers

-target consumers' age composition

-target consumers' gender composition

-target consumers' education level composition

-target consumers' occupation composition

. P > research on the sales characteristics of sales terminals

research on the purchasing characteristics of consumers

requirements for manufacturers (distribution of goods, shelving, etc.)

(3) media research

research on the background information and future development trend of products and market conditions;

2. Investigation on media circulation (audience rating), column setting, coverage area charging standard, etc.

4. Investigation method and sample number

(1) Investigation area and object

Investigation area: The investigation area of this investigation was determined as Guangzhou and Jinan after consultation by both parties, taking into account market consumption, capacity and radiation. (All the situations mentioned in this scheme refer to Guangzhou, and the investigation of Jinan is carried out by Keyiren Company with reference to this scheme. The adoption company is responsible for the statistical analysis of all survey questionnaires, and it is not responsible for the mistakes and deviations that occur in the process of the investigation and implementation by Keyiren Company.).

survey object: permanent residents over the age of 16 in the survey area.

(II) Research methods

This research adopts a combination of quantitative analysis and qualitative analysis. Quantitative analysis is mainly used for 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, and questionnaires are launched; 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 product involved in this survey, nasal cavity cleaners, is unfamiliar to most consumers, in order to ensure a certain degree of confidence (about 95%) and make the survey operational, the sample size of each city consumer survey is determined to be 35 (the sampling error at this time is 5.2%). In the selection of these 35 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 1 cases of sales terminal research and 2 cases of media research.

In this way, we will conduct a quantitative survey (consumer survey) of 35 cases; Qualitative research (terminal research, media research) 12 cases. A total of 362 cases. Plus the Jinan survey operated by Keyiren Company, there are 724 cases. The specific quotas for consumer research are as follows:

district year

domain age

under 25 years old

25-35

35-45

over 45 years old

total

Tianhe District 1 15 15 1 5

Huangpu District 11515 < Liwan District 8 12 12 8 4

Fangcun District 8 12 12 8 4

Haizhu District 8 12 12 8 4

Dongshan District 8 12 12 8 4

Note: There are 35 consumer survey samples, and the approximate ratio of male to female is 7: 3

V. Survey implementation

(1) and survey process. The specific configuration is as follows:

research supervisor: 2, with full-time supervisor from the adoption company;

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

rechecker: 1-2, who can be part-time supervised or recruited separately.

If necessary, there will be an assistant supervisor (1 person) to assist in interviews, sending and receiving questionnaires and gifts. The proportion of questionnaire review is 3% of all questionnaires, all of which are reviewed by telephone, and the review time is within 24 hours of questionnaire recovery.

training of relevant personnel

training of supervisors

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

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

training for interviewers

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

content of training; Main job responsibilities; Introduction of the background, content and object of the project; The explanation of the questionnaire; The skill of visiting; Handling of related problems.

(4) Need the cooperation of Keyiren Company

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

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

VI. Quality control

(I) Research organization

The company set up a special research team for this project, with the research manager of the company as the person in charge of the project to coordinate the whole research and directly control the quality of the research. The supervisors, samplers and recheckers of the survey are senior market personnel with bachelor degree or above. General Manager Zhu and General Manager Liu control the quality of the final investigation. Keyiren Company, as a customer, can monitor the quality of the whole process at any time and question related issues.

(2) Quality control of scheme and questionnaire design

1. Before the scheme and questionnaire design, designers should have a deeper understanding of the current situation of the industry, the background of the project, the contents of the investigation, and the relevant knowledge of consumers and products through the collection of second-hand materials, the investigation of the local market, the communication with customers, and expert interviews.

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

(III) Quality control of field research

1. The supervisors of the research must be senior researchers with bachelor degree or above, and the interviewers must be people with college degree or above.

2. Before actual operation, supervisors and visitors must receive special training and pass the examination before operation.

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 reexamination of questionnaires is 3% of all questionnaires. The telephone review and field review are combined, and the review time is within 24 hours after the questionnaire is recovered. Reviewers cannot be visitors.

(4) Quality control of data collation and analysis

1. After the questionnaire was collected from the company headquarters, the professional researchers of the company conducted the second audit.

2. The data is entered in two directions, and the analysis software is SPSS1..

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