The method of advertising market research refers to various ways and methods used to explore information sources, collect and sort out information, realize t
The method of advertising market research refers to various ways and methods used to explore information sources, collect and sort out information, realize the purpose of market research and then determine advertising planning. Let's take a closer look.
Market research method
Market research method is a survey method with the market as the object of investigation, and it is a comprehensive survey to understand the situation of a certain phenomenon in the market in a certain time and space. The basic characteristics of this survey method are comprehensiveness, accuracy and relative stability. The market census method is usually presided over by a special census institution, which needs to organize unified manpower and material resources, determine the standard time of investigation, and put forward the requirements and plans of investigation. Because the market survey method focuses on macro and contains many specific contents, it is also a less used method in actual investigation.
For example, the advertising planning of "elegant" nutrition bath made by market research method is a successful example. When Beijing Liyuan Chemical General Factory planned the advertisement for its product "elegant" nutritional bath, it first conducted a comprehensive survey of the customers involved in the product from a macro perspective and obtained a lot of valuable information.
1 From the enterprise's own conditions, "Liyuan" adopts Japanese Hanako technology, which has advantages in the same industry in China.
From the market analysis, bath products sell well, but after market research, consumers are only willing to buy large bottles, which are more practical, while small packages are more suitable for all kinds of hotels above high grade.
Judging from the situation of consumers, most people don't know the efficacy of bath products and their living conditions are poor. Many families don't have their own bathroom equipment, so it is difficult for toiletries to enter the homes of ordinary people.
Through a comprehensive market survey, Liyuan puts forward a product positioning that conforms to the actual situation, that is, on the one hand, it focuses on various hotels in urban and rural areas, on the other hand, it strengthens advertising, especially guiding consumers to understand the efficacy and characteristics of such products. The experience of Beijing Liyuan Factory shows that it is the key to the success of products to be familiar with the market situation of products through market research and have a good idea.
sampling survey method
Sampling survey is a non-global survey method based on the principle of probability, statistics and randomness. Some individuals are selected from the studied population as samples for analysis and generalization, so as to infer the overall characteristics.
(1) equidistant sampling, that is, arrange the respondents and set equidistant sampling.
(2) Random sampling, that is, the method of drawing lots to read, so that the respondents can sign and read, and then randomly select after mixing.
(3) Random sampling, which is the most commonly used method, is to code the respondents and take samples with a random table.
Sampling survey is the main method of market research. Its characteristics are concrete and technical, and the implementation of this method mainly has two links: first, we should pay attention to the objectivity of sampling and avoid subjective and artificial tendencies; Second, the sampling points should be representative, so that the characteristics such as samples can fully express the overall characteristics of things. Because the selection of samples directly affects the quality of the survey, special attention should be paid to the use of sampling survey methods.
Typical investigation method
It is a method to deeply investigate the typical consumption in the market. This method is mainly through the typical special positioning to understand the general. For example, it is the specific application of this method to predict the development trend of cosmetics market from the typical investigation of women's makeup purchase.
This is a widely used method in market distribution. Its characteristics are saving manpower and financial resources and obtaining information quickly. Using the typical investigation method, investigators are required to know the investigated groups very well and avoid choosing atypical cases as the investigation objects. For example, in the survey of urban residents' demand for bicycles, the demand of young people for high-end mountain bike racing is obviously different from that of the elderly, so it is necessary to choose different typical samples and pay attention to the possibility of typical future development.
Random survey method
It refers to a method in which the distributor randomly selects the research object according to the purpose and content of the investigation. However, it should be pointed out that the randomness mentioned here is still the randomness under the premise of obeying the survey objectives, not the infinite randomness.
This is also a method often used by investigators and advertising planners. Its characteristics are simple investigation and low investigation cost. For example, if investigators want to know consumers' comments on a product, they can conduct random surveys in busy streets, department stores, shopping centers and other places where people are concentrated. Of course, this kind of survey should also be selective, and try to be representative when determining the survey object, survey time or survey area.
For example, the evaluation of leisure sportswear should choose teenagers as the object; The time should be chosen in Beijing's spring and autumn seasons and towns. If you go home on holiday, in order to save trouble, you will find that your neighbor's mistress is sitting in the sun at the door with a cattail leaf fan all day, which is not representative.
Interview method
It refers to an investigation method in which investigators obtain the information they need by asking questions.
There are three common ways:
(1) Personnel interview, that is, investigators directly visit the respondents to learn about the situation and collect the required information.
(2) telephone interview, calling the respondents and conducting the investigation by telephone inquiry. Its characteristic is simple and quick.
(3) email inquiry: that is, the method of investigating the respondents through email questionnaires.
The characteristic is that people who can form specific objects can usually get more authoritative and accurate first-hand information, which makes the investigation content deeper. The key to using interview method is to determine the object of investigation. When sampling inspection, directly enter the problem situation. ?
Observation experiment method
Refers to an investigation method that pays attention to the situation on the spot. Usually divided into two ways: observation and experiment.
(1) observation method-mainly refers to the on-site description of the behavior and characteristics of the respondents by the investigators. For example, city investigators go to shopping centers to observe the sales situation, promotion methods and consumers of certain products. Observation methods include direct observation, trace observation, behavior recording and other methods. Its characteristic is that it can objectively record the present situation and process of facts, so that the collected data has high accuracy and reliability.
② Experimental method —— Understand the product and its development prospect mainly through small-scale experiments, so as to master the evaluation opinions of consumers. For example, to understand the consumer's evaluation of a new product, you can choose a new product to experiment and then conduct a trial sale investigation. Commonly used experimental methods include: sales area experiment, simulation experiment, purchase motivation experiment, etc. Its characteristic is that the survey results are objective and accurate, but the experiment takes a long time and costs a lot, and some experimental factors are difficult to control.