Market research is a process and work in which people consciously gain a detailed understanding of the market and understand the operating conditions and operating mechanisms of the market in order to solve the marketing problem of a certain product. Market research serves to resolve product marketing decisions. It provides objective and specific data basis for market prediction, and systematically collects, organizes, analyzes and processes these data. The purpose of market research and forecasting is to arrange production and sales based on consumer demand and market potential. Investigation - prediction - decision-making are important tasks in business operations. It is also something that must be done before promotion. Whether you do a good job of research will directly affect whether your online promotion can be successful.
Generally speaking, market research work has three obvious characteristics: purpose, practicality and relevance.
Market research is a task with a very clear purpose and must be carried out in an organized, planned and step-by-step manner. Its mission is to collect business intelligence and market information. Therefore, every market survey must determine the scope of the survey and the goals to be achieved in advance. In general, the purpose of market research is: (1) to provide market information services for the company's product sales; (2) to provide consulting services for the company to continuously improve production technology or improve business and management levels; (3) to provide Provide market basis for enterprise development and obtaining the best economic benefits from product marketing activities.
Practicality means that market research is a work that cannot be separated from practice. Investigators must practice in-depth to collect comprehensive, specific and timely survey data. Survey researchers analyze the survey data and draw actionable conclusions, provide a basis for corporate management departments to make decisions, guide corporate practices, and better organize marketing work. Whether an enterprise's decision-making is appropriate or not must be tested by practice through feedback from various market information, and this feedback information must also rely on market field surveys to obtain it.
Market research generally carries out specific investigation work centered on the marketing activities of a certain product. Therefore, it is directly related to the marketing business of the product, which is the relevance of market research. It provides various information about the market and market environment for product marketing, predicts changes in consumer demand and potential market trends, and directly guides corporate marketing activities.
Market survey method: You can use direct actual questionnaire survey, or you can use online voting and polling.
Issues that should be paid attention to in market research
In order to do a good job in market research on the company's own products so that it can play its due role, the following issues must be paid attention to. It can also be said that this is a basic requirement for market research work.
(1) Market research must be conducted regularly
The commodity market is changing all the time, commodity competition is changing, consumer demand is changing, and the political and economic situation where the market is located is also constantly changing. Without timely and regular market surveys, it is impossible to observe the market in a timely manner. If the situation changes, it will be impossible for enterprises to take appropriate contingency measures in a timely manner. As a result, it is not only difficult for new products to open up sales, but also famous and popular brand-name products will gradually lose their competitiveness and become unsalable products that cannot be sold. Therefore, the enterprise should have a dedicated person in charge or entrust a dedicated person in charge, and establish a corresponding work system so that the market research work will not be intermittent, but should be combined with the actual needs of the marketing business to regularly carry out market research activities to give full play to its due role. effect.
(2) Pay attention to the results of market research and implement them in a timely manner
As an enterprise actively participating in market competition, the results obtained through market research should not be ignored at any time. Ignoring the investigation results, not implementing them in a timely manner, and shelving them is not only a huge waste, but may also cause the company to miss opportunities, lose market competitiveness, and cause intangible losses to the company.
(3) Establish a market information system and database to provide regular sources of data for market research
Possessing all necessary information is an important means of conducting market research, and it is also a guarantee for in-depth research, analysis and prediction of market changes.
Generally speaking, there are two types of data that market researchers often need to collect: one is original data, also called "first-hand data", which is data obtained through field surveys and mainly reflects the current market situation. The second is literature, also known as "secondary data", which are publicly published materials such as various newspapers, magazines, books, reports, etc. These materials mainly reflect the market environment and market history. By consulting the literature, go to the library Other units can be found. Whether it is original data or documentary materials, they are indispensable for market research. Original data can tell you the current situation of the market, and literature can help you understand the history of the market. If you want to make market predictions, you must have both. One is indispensable. Therefore, it is essential to possess data and establish stable data source channels. The most ideal way is to establish a "market information system", which can continuously provide systematic market information, help enterprises detect market changes in a timely manner, and promote enterprises to carry out forecasting work. It can be said with certainty that the establishment of a market information system is an effective guarantee for the regularization, systematization and institutionalization of corporate market research work.
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