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The purpose of exploratory research
Determine the research topic and related issues and concepts; Determine the research object; Provide a basis for choosing the final market research method; Obtain the basis for modifying the questionnaire or experimental design.
Content of descriptive research
Determine the research topic and related issues and concepts; Determine the research object; Provide a basis for choosing the final market research method; Obtain the basis for modifying the questionnaire or experimental design.
Content of descriptive research
The overall environmental characteristics of the market; Describe the various characteristics of the buyer; Analyze the strength of major competitors and the characteristics of their marketing strategies; The actual effect of the company's business strategy and marketing strategy at each stage in the implementation process.
The content of causal investigation
Verify a theoretical phenomenon with causality; Establish a causal relationship model; Determine the main reasons that affect the research objectives.
Market demand survey; Market environment research; Market competition research; Research on marketing mix
It is a system including people, equipment and programs. It collects, selects, analyzes, evaluates and distributes appropriate, timely and accurate information to marketing decision makers.
Internal reporting system:
Various information generated by internal reports
Marketing information system:
Company managers use it to get daily information about the development of marketing environment.
Decision support system:
Use tools and techniques to evaluate the collected data.
Market research system
Identify disordered states or problems; Select data analysis method; Design a questionnaire; Select a sample; Conduct an investigation; data analysis
Typical investigation period; Independent investigation stage; Decision-oriented period; Network research period
Unable to conduct market research; The cost of investigation exceeds the income; Lack of funds; Time is not enough; There's already information
Second-hand data, also known as desk data, refers to the data that already exists somewhere and has been edited for a certain purpose; Second-hand data research method is to use indirect or past collected data to investigate current problems.
Advantages: wide application range, large amount of data, low investigation cost, few controllable factors, flexible acquisition mode, relative reliability and practicality.
Disadvantages: lack of professional and technical standards, heavy workload of screening outdated information with different data, inconsistent reporting units, and different definitions of data classification.
Depends on the operator
It can be divided into written data and electronic data.
Depending on the scope.
It can be divided into macro data and micro data.
Different time points
It can be divided into dynamic data and static data.
Internal source
Information on production and business activities and market environment.
External sources
News media, government statistics, industry statistics, consulting company information, academic research results of financial institutions.
The provider of secondary data, the purpose of secondary data collection, the timeliness of secondary data, the research methods of secondary data, and the consistency of secondary data.
Test consumers' attitudes and opinions; Define market segments; Market tracking research; Monitor media usage habits
fundamental principle
Scientific principle, feasibility principle, effectiveness principle and flexibility principle.
Scheme design process
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Planning scheme evaluation
Logical analysis, empirical judgment and pilot research method
The difference between management and market research.
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Define common mistakes in market research.
The definition is too broad and too narrow.
The data collection, analysis and interpretation of qualitative research are all carried out through the observation and statement of people's behavior. This is a non-programmed, very flexible and problem-based research method.
Quantitative investigation is a process of quantitative analysis and processing of collected data based on the number of questions and using procedural and standardized techniques and methods.
New product market positioning, consumer attitude and behavior characteristics, product testing, user satisfaction, product packaging, marketing, communication, concepts, advertising creativity and production evaluation, brand image research, industry research, and typical unit survey.
Qualitative research cannot distinguish subtle differences like large-scale quantitative research, and subtle differences in marketing mix often determine the success or failure of marketing work.
Qualitative research cannot provide a representative sample of the target group, because the small sample used in qualitative research is difficult to represent the overall trend.
Group discussion tends to deviate from the research topic.
Process analysis of focus group interview, in-depth interview and projection method
Is to select a group of representative consumers or customers, in the form of a small symposium, in a room equipped with a single mirror or audio-visual equipment, under the auspices of the host to discuss a topic (the progress of the symposium can be observed in the next room), so as to understand the relevant issues in depth.
Create creativity
Reveal consumers' needs, motivations, ideas and attitudes towards products or services.
Understand consumers' vocabulary
Understand the results of quantitative research
Advantages: fast data acquisition and high efficiency; Flexible structure; Can combine investigation and discussion; Can be scientifically monitored.
Disadvantages: higher requirements for the host; Compared with the results of other survey methods, the results of focus forum are easy to create.
Misjudgment; It is difficult to analyze and interpret data; Some involve privacy, confidentiality and other issues, which should not be discussed at the meeting; Limited by the discussion time, it is sometimes difficult to have in-depth and detailed communication.
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Experience or experience is assigned and personality traits are excluded.
It means to let the respondent finish certain homework, and then understand the respondent's attitude and motivation through the analysis of homework.
Word association method: free association method leads association method to control association method
Completion methods: sentence completion method and story completion method.
Structural method: picture test cartoon test method
Representation: third-party analogy technology
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In-depth interview method refers to the in-depth discussion between investigators and an interviewee around a certain issue in a relaxed and natural atmosphere, with the aim of letting the interviewee speak freely and fully express his views and feelings.
Communication check; Sensory evaluation; Exploratory research; New product development; Packaging or use research
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Advantages: Because the group pressure is eliminated, more real and comprehensive information can be obtained; Close contact gives researchers the opportunity to observe the attitude, expression and behavior of the respondents, so as to evaluate the reliability of the data; The relationship between researchers and respondents is relatively harmonious; Investigators can explore the motives and feelings of respondents by asking or explaining questions repeatedly.
Disadvantages: high cost, especially when there are many interviewees; The quality and interview skills of researchers are very demanding; Researchers consume more physical strength and have a limited number of interviews a day; Small sample size, large deviation or error; The information obtained is difficult to quantify.
Scope of application: Understand some complicated or abstract issues, such as motivation, attitude and feelings.
Questionnaire, also known as questionnaire, interview form or inquiry form, is a carrier to understand the responses and opinions of the respondents in written form and obtain data and information.
Provide standardized data collection procedures; The questionnaire survey is convenient to implement, time-saving and efficient; Provide answer recording tools to standardize recording behavior; It is beneficial to the statistical processing and analysis of data.
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Similar or similar questionnaires; Market knowledge of similar or similar related products; Similar or similar domestic and foreign market research reports; Information obtained through discussion with management.
Whether the question is necessary; Whether the questionnaire is too long; Whether the questionnaire has collected enough information; Avoid looking messy.
Whether the respondents fully understand the questionnaire; Whether it reflects the content of the required information; Provide answers to multiple-choice questions; average access time
Eyebrow part
Eyebrows are generally composed of information such as questionnaire name, questionnaire number, survey organization name, city number, interviewer, questionnaire reviewer, questionnaire coder, and admission clerk.
Opening remarks/preface
The preface is the part of the investigation explanation that researchers read or printed on the questionnaire.
Including: the purpose and significance of the investigation.
Answer the matters needing attention
Investigator identity
Information confidentiality commitment
Respondent disclaimer
Reference time for completing the questionnaire
Contact information, thanks and signature
Screening part
Main body part
Background information section
Mean closing time
group discussion
The preface is very long
The respondent's situation does not need special design.
The main contents of the survey are designed in outline form.
No questionnaire records are required.
Eyebrows are recorded in detail
Telephone survey
The preface should be concise and to the point
We should ask the respondents indirectly.
The main part of the questionnaire should be easy to understand and concise.
Records should be prepared in advance.
Mail survey
The preface should be detailed and comprehensive.
The main content of the questionnaire can be long or short.
Promote the recycling of questionnaires.
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Ask specific questions and avoid being too general.
Can't ask questions that are beyond the ability of most respondents.
Ask questions in a neutral way.
Avoid using professional words.
Avoid using long and complicated sentences.
Each question can only contain one content.
Words that exaggerate the facts should not be used in the question.
Third person method, interpretation method, numerical filing method, hypothesis method.
The answers should be detailed and mutually exclusive. The answers listed are neutral.
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Scale: it is a distinguishing standard designed to facilitate recording to some extent, and its function is to measure the quantity or intensity of certain characteristics of interviewees by researchers.
Attitude measurement: it is the behavior and process that market researchers list some answers to a question according to the respondents' possible cognition or attitude, design an attitude measurement table, and then confirm their cognition or degree according to the respondents' choices.
? make special mention (of sth)
Use a specific word, word or symbol to represent the characteristic value of each different measurement level.
? Theory of relativity
Refers to the relative scale, that is, the comparison results of respondents to specific objects and reference bodies.
? Degree of difference
The scale also reflects the difference and degree of difference between controls.
Category scale sequence scale equidistant scale equidistant scale
Number of categories and parity —— Is neutrality a common phenomenon?
Balanced Scale and Unbalanced Scale —— Are affirmative and negative attitudes universal?
Mandatory proportion and non-mandatory proportion
? reliability
That is, reliability refers to the possibility of using the same research technology to measure the same object repeatedly and get the same result. Reliability and stability of questionnaire survey results.
? term of validity
It refers to whether the questionnaire can really measure the content to be measured, that is, whether it can achieve the purpose of measurement and whether it can correctly measure the degree to which researchers want to know the attributes. Accuracy of questionnaire results.
Reliability is a necessary but not a sufficient condition for validity, and validity is a sufficient but not a necessary condition for reliability.
Repeated test method
By measuring the same measurement method twice before and after the same group of respondents, and then measuring the reliability according to the correlation coefficient of the two measurements.
Staggered method
The researchers designed two questionnaires, each using different questions but measuring the same attributes, and asked the same group of respondents to answer these questions.
Half-folding method
The questions in a questionnaire are randomly divided into two groups, and then the correlation coefficient of the measurement results of these two parts is investigated.
face validity
It is a measure of the suitability and consistency of the content, depending on whether the content of the questionnaire captures or embodies all or the main characteristics of the investigation question.
Standard validity
The degree of consistency when measuring the same variable with several different measurement methods or different indicators.
construct validity
If the questionnaire survey results can measure its theoretical characteristics, that is, the questionnaire survey results are consistent with theoretical expectations, it is considered to be constructive and valid.
Sampling survey saves manpower, material resources and financial resources.
Sampling survey is more time-saving and effective.
Sampling survey has high accuracy.
Sampling survey can greatly improve the breadth and depth of data collection.
For some projects where it is impossible or unnecessary to conduct a comprehensive investigation.
With limited funds, manpower, material resources and time.
Use a sample survey to verify a comprehensive survey or census.
Test the overall hypothesis.
Advantages: save trouble, labor and money, and get research results quickly; Be able to calculate the reliability of survey results.
Disadvantages: it is difficult to reflect the key points; Wide range, long time, high cost and many participants; Need professional and technical personnel to carry out.
It is one of the simplest random sampling techniques, which randomly selects individuals from the survey population without any grouping or queuing. Common skills: lottery, random number table method.
Advantages: The method is simple, because the sampling probability is the same, it is easy to infer the whole and calculate the sampling error.
Disadvantages: not suitable for groups with huge individuals and complex characteristics; Not suitable for some occasions; Low accuracy and large standard deviation; Consume people, money and things.
Firstly, all the individuals in the survey population are classified according to an important sign, and then the sample individuals are extracted by simple random sampling. Common methods: stratified sampling with equal proportion and stratified sampling with unequal proportion.
Equal proportion stratified sampling: a method of distributing samples from each layer according to the proportion of units in each layer to the total. It is suitable for classified surveys with little difference in various categories.
Unequal stratified sampling: according to other factors, adjust the number of sample individuals in each layer, that is, some layers can take more sample individuals and some layers can take fewer sample individuals. It is suitable for the situation that the number of individuals in various groups is very different or the mean square deviation is very different.
Firstly, the survey population was divided into several groups, and then some groups were selected by simple random sampling to conduct a comprehensive survey.
Advantages: The compilation of sampling frame is simplified, and the investigation is convenient and economical.
Disadvantages: large sampling error and poor representativeness.
Ordered equidistant sampling
Calculation formula: sampling interval = population number (N)/ sample number (n)
Advantages: It is easy to determine the sample unit. The sample units are evenly distributed in the population, which is beneficial to improve the estimation accuracy.
Disadvantages: the premise is to have relevant information about each individual in the survey population; When the sampling interval coincides with the rhythm of the respondents themselves, it will affect the accuracy of the survey.
It is a random sampling method, which divides the sampling process from the market survey population into two or more stages.
Example: Investigate the per capita annual income of rural families in Sichuan Province.
Extraction county extraction township extraction village extraction households
The opportunity of each individual in the group is not equal, but a sampling technique to select samples according to certain subjective standards.
Advantages: the selected samples are typical; It can narrow the sampling range and save time, personnel and expenses.
Disadvantages: sampling error can not be judged; Investigators don't know how representative the units drawn are.
Street sampling method and spatial sampling method
Advantages: it is simple and easy to operate, and it can obtain the required information in time, saving time and cost.
Disadvantages: large sampling deviation and low reliability; The sample is not representative enough.
Suitable for informal exploratory investigation or preparatory work before investigation.
Experts judge and select samples; Statistical judgment selection sample
It is suitable for use when individual differences are small, investigation units are few and the selected samples are representative.
Requirements for sampling error: the characteristics of the respondents themselves, manpower, material resources, funds and time, and other investigation conditions.
Survey errors include registration errors and representative errors.
Sampling error refers to the error that can be calculated in advance when the population is calculated from the survey results by random sampling technology, that is, the average error.
The number of sample units and sampling methods are different among the overall units.
Select the sampling method accurately, determine the number of samples correctly, and strengthen organizational leadership.
A small group means that the sample exceeds 5% of the total size.
Inquiry, observation, experiment, network investigation and field error
Inquiry method refers to the investigation method in which investigators directly ask the respondents questions to obtain information, also known as direct investigation method, which is the most commonly used method in market research.
Advantages: the questionnaire is easy to fill in; Reliable data; Easy to implement
Disadvantages: Respondents may be unable or unwilling to answer; Incomplete answer
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Structural observation and unstructured observation (different observation methods)
Natural observation and experimental observation (whether observation is controlled)
Direct observation and indirect observation (different degrees of intervention)
Manual observation and machine observation (different observation objects)
Sampling frame error
Range error of measurement object
sampling error
Substitution information error
Researcher error
Measuring tool error
Handling error
Answer wrong
Mode, median, average
Full scale: refers to the difference between the maximum value and the minimum value in a set of data.
Average difference: refers to the arithmetic average of the absolute value of the difference between each number and the average value in a set of data.
Average coefficient of difference: average coefficient of difference =(AD/x)* 100%
Standard deviation coefficient
P 157
P 163
P 165
P 169
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P 175
Application:
Study on Consumer's Usage Habits and Attitudes
Brand image and product attributes
The target market's habit of contacting advertising media.
Looking for the characteristics of price-sensitive consumers
Satisfaction research
Application:
market segments
Understand buying behavior
develop new product
Design sampling scheme (stratified sampling)