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market survey
Time of publication：2021-07-22
1. Market: Different from the definition of market in economics, it refers to the collection of all actual and potential buyers of a certain product or service. (Industry refers to a group of companies that provide the same product or service or provide related products or services that closely substitute.)
Market size: refers to a group of customers who show a certain degree of interest in a certain product or service within a specific area .
Efficient market: It is composed of a group of potential customers who are interested in a certain product/service, have the ability to pay, and have channels.
2. Market research: It is a research activity that specifically refers to buyers and consumer groups, including:
1. Determine who are actual and potential buyers and consumers.
2. Investigate the size, structure, characteristics and trends of buyers and consumers.
scope covers the product's market supply and demand relationship, market total, market participants, market competitors, product technology status and development, etc. These are important references that are indispensable in the process of developing new products for enterprises, as well as one of the elements of marketing strategy portfolio.
Channel survey: Research on the channel structure, channel characteristics, channel management model and channel dynamic development of products of different natures (including industrial products and civilian products), and provide important decision-making basis for enterprise channel design, planning and management.
New product testing and investigation: In order to reduce the risk of new product launches, it is necessary to conduct a series of testing and research on product attributes and market attributes. Sunshine Consultants can provide the following services, including product prototype testing, packaging testing, creative testing, POP and advertising testing, price and sales forecasts, etc. These test results can lay a solid foundation for the market introduction of new products.
Consumer behavior and attitude survey: by studying the consumer psychology, consumer behavior, consumer motivation, consumer decision-making process and information acquisition channels of different groups of consumers for a certain type of product (or place), it can be used as the market positioning and marketing of enterprise products An important basis for decision-making. Sunshine Consulting’s consumer research model helps companies understand their consumers in depth, laying a foundation for product positioning and establishing competitive advantages.
Reader survey: Reader survey refers to the research on the groups and behaviors of readers of various media (television, newspapers, Internet, etc.), including reader portraits, reader reading behavior, reader needs, reader evaluation, etc. It can be used for media positioning and marketing strategies. Provide first-hand information.
Satisfaction research: quantitatively measure customer satisfaction; determine the key factors that have a greater impact on satisfaction; evaluate your own strengths and weaknesses; look for action strategies to improve satisfaction and loyalty, so as to win more loyal customers and minimize costs The goal of globalization, revenue maximization, and profit maximization.
Evaluation of marketing activities:In order to help companies evaluate the effects of various marketing activities (including advertising, promotion, media, conferences and exhibitions, etc.), so that the investment in market funds can be based on evidence and the rate of return is increased, a set of corresponding evaluation methods and model. The model will be evaluated from the perspective of a third party through the theories and methods of market research.
Database investigation and management: The establishment of a database is to establish a close relationship with potential consumers, so that target consumers no longer turn to their competitors, and at the same time make the competition between enterprises more secretive and avoid open confrontation. The purpose of our marketing database service is to establish a database of target groups for the client, and to conduct public relations and promotional activities for these groups.
Market research methods——
Market size: refers to a group of customers who show a certain degree of interest in a certain product or service within a specific area .
Efficient market: It is composed of a group of potential customers who are interested in a certain product/service, have the ability to pay, and have channels.
2. Market research: It is a research activity that specifically refers to buyers and consumer groups, including:
1. Determine who are actual and potential buyers and consumers.
2. Investigate the size, structure, characteristics and trends of buyers and consumers.
3. Investigate the buying behavior patterns of buyers and consumers.
4. Understand the development status of new products in the industry, and grasp the macro forecasts of industry experts on the industry and the market.
5. Understand the latest information and hotspots of the industry, regularly track the marketing actions of competitors, and track the advertising releases of competitors. Through in-depth research on a certain industry (industry) scale, development history, technological progress, and economic information of palm oil, etc. Provide an important reference basis for government or enterprise industry development planning and investment prospects.
Product market survey: Thescope covers the product's market supply and demand relationship, market total, market participants, market competitors, product technology status and development, etc. These are important references that are indispensable in the process of developing new products for enterprises, as well as one of the elements of marketing strategy portfolio.
Channel survey: Research on the channel structure, channel characteristics, channel management model and channel dynamic development of products of different natures (including industrial products and civilian products), and provide important decision-making basis for enterprise channel design, planning and management.
New product testing and investigation: In order to reduce the risk of new product launches, it is necessary to conduct a series of testing and research on product attributes and market attributes. Sunshine Consultants can provide the following services, including product prototype testing, packaging testing, creative testing, POP and advertising testing, price and sales forecasts, etc. These test results can lay a solid foundation for the market introduction of new products.
Consumer behavior and attitude survey: by studying the consumer psychology, consumer behavior, consumer motivation, consumer decision-making process and information acquisition channels of different groups of consumers for a certain type of product (or place), it can be used as the market positioning and marketing of enterprise products An important basis for decision-making. Sunshine Consulting’s consumer research model helps companies understand their consumers in depth, laying a foundation for product positioning and establishing competitive advantages.
Reader survey: Reader survey refers to the research on the groups and behaviors of readers of various media (television, newspapers, Internet, etc.), including reader portraits, reader reading behavior, reader needs, reader evaluation, etc. It can be used for media positioning and marketing strategies. Provide first-hand information.
Satisfaction research: quantitatively measure customer satisfaction; determine the key factors that have a greater impact on satisfaction; evaluate your own strengths and weaknesses; look for action strategies to improve satisfaction and loyalty, so as to win more loyal customers and minimize costs The goal of globalization, revenue maximization, and profit maximization.
Evaluation of marketing activities:In order to help companies evaluate the effects of various marketing activities (including advertising, promotion, media, conferences and exhibitions, etc.), so that the investment in market funds can be based on evidence and the rate of return is increased, a set of corresponding evaluation methods and model. The model will be evaluated from the perspective of a third party through the theories and methods of market research.
Database investigation and management: The establishment of a database is to establish a close relationship with potential consumers, so that target consumers no longer turn to their competitors, and at the same time make the competition between enterprises more secretive and avoid open confrontation. The purpose of our marketing database service is to establish a database of target groups for the client, and to conduct public relations and promotional activities for these groups.
Market research methods——
Market survey is the starting point of marketing activities. Shenzhou Jintai International Business Survey adopts professional scientific survey methods, understands and grasps the market, collects, organizes, and analyzes market information during survey activities, and grasps the laws and trends of market development and changes for the company. Make market forecasts and decision-making to provide reliable data and information to help companies establish the correct development strategy.
We are based on the following characteristics of market research content:
1. Market environment survey: policy environment, economic environment, social and cultural environment survey.
2. Survey of basic market conditions: market norms, overall demand, market trends, market share in the same industry, etc.
3. Sales possibility survey: the number and demand of current and potential users, the trend of market demand changes, the market share of the company’s competitors’ products, the possibility of expanding sales and specific ways, etc. Conduct surveys on consumers, consumer demand surveys, corporate products, product prices, social and natural factors that affect sales, and sales channels. Shenzhou Jintai International Business Professional market survey methods mainly include: observation method, experimental method, interview method, and questionnaire method.
(1) Observation method - is the most basic method of social survey and market research. It is used by investigators according to the objects of investigation and research, using eyes, ears and other sense organs to investigate them and collect data through direct observation. For example: market investigators go to the sales place of the interviewee to observe the brand and packaging of the product.
(2) Experimental method — Investigators follow up the requirements of the investigation, and use experiments to control the subjects of the investigation under specific environmental conditions and observe them to obtain corresponding information. The control object can be the price, quality, packaging, etc. of the product. Observe market phenomena under controllable conditions and reveal market laws that are not easy to occur under natural conditions. This method is mainly used for market sales experiments and consumer use experiments.
(3) Access method - divided into structured access, unstructured access, and collective access. The structured interview is to achieve a well-designed and structured interview questionnaire. The investigator shall conduct the interview according to the pre-designed questionnaire or interview outline, and shall conduct the interview in the same way of questioning and recording. The tone and attitude of the question should also be as consistent as possible. There is no unified questionnaire for the unstructured interviews, and the interviews are conducted by the investigators and the interviewees to talk freely. It can conduct extensive exchanges based on the content of the survey. For example: Talk to the price of the product to understand the survey respondents’ views on the price. Collective interview: listen to the interviewee's thoughts and collect information through group discussion. It can be divided into expert group visit and consumer group visit.
(4) Questionnaire method - by designing a questionnaire, the surveyed person can fill in the questionnaire to obtain the information of the surveyed object. After designing the survey data into a questionnaire in the survey, let the respondents fill in their own opinions or answers into the questionnaire. In general field surveys, the questionnaire is the most widely used.
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