1, 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 focus of the market survey method is macro, it contains many specific contents, so it is also one of the less used methods 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 made an advertising plan 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 materials.
(1) According to the enterprise's own conditions, "Liyuan" adopts Japanese Hanako technology, which has advantages in the same industry in China.
(2) From the analysis of market situation, bath products are generally sold, but after market research, consumers are only willing to buy large bottles, emphasizing practicality, while small packaging products are more suitable for all kinds of hotels above high grade.
(3) From the consumer's point of view, most people don't know the performance of bath products and their living conditions are poor. Many families don't have their own toilet facilities, so it is difficult for toiletries to enter ordinary people's homes.
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 performance and characteristics of such products. The experience of Beijing Liyuan Factory shows that it is the key to product success to be familiar with the product market situation through market research and formulate feasible advertising planning on this basis.
2. 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.
There are three common sampling methods:
(1) equidistant sampling, that is, arrange the survey objects and set the equidistant sampling method.
(2) Random sampling, that is, using the method of drawing lots and insisting on reading, let the respondents sign and read, and then randomly select after mixing.
③ Random sampling, which is the most commonly used method, is to encode the respondents into numbers 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.
3. Typical survey methods
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.
4. 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, in the evaluation of leisure sportswear, the object should be teenagers; 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.
5. 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.
People who are characterized by being able to form a single-minded object can usually get more authoritative and accurate first-hand information, which makes the investigation more in-depth. The key to using interview method is to determine the object of investigation. When conducting a sampling survey, directly investigate the situation of the problem.
6. Observe the experimental 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.