Market research consists of a series of steps for collecting and analyzing market data. Decisions made in one step may affect other subsequent steps, and any modifications made in one step often mean that other steps may also need to be modified. The steps of market research ① are generally carried out according to the following procedures: ① Determine the problem and hypothesis; ② Determine the required information; ③ Determine the method of collecting information; ④ Sampling design; ⑤ Data collection; ⑥ Data analysis; ⑦ Survey report.
1. Determine problems and hypotheses
Since the main purpose of market research is to collect and analyze data to help companies make better decisions and reduce decision-making errors, the first step of the survey is to One step requires policymakers and investigators to carefully identify and agree on the goals of the research. As the saying goes: “Properly defining a problem is half the solution.” There are many things that can be investigated on any given problem, and if the problem is not clearly defined, the cost of gathering information may exceed the value of the results produced by the investigation. For example, a company discovered that its sales had been declining for 6 consecutive months. Managers wanted to know what the real reason was. Is it a recession? Reduced ad spending? Shifting consumer preferences? Or is the agent selling poorly? Market researchers should first analyze relevant data, then identify research questions and further make hypotheses and propose research objectives. If the investigators believe that the above issues are due to changes in consumer preferences, they will further analyze and propose several hypotheses. For example: ①Consumers believe that the company's product design is outdated; ②The advertising design of competing product brands is better.
The main reason for making hypotheses and giving research objectives is to limit the scope of the investigation, test whether the hypotheses are established based on the data obtained from future investigations, and write an investigation report.
2. Determine the required data
After determining the problem and hypothesis, the next step is to decide what data to collect, which naturally should be related to the objectives of the investigation. For example: ① What are consumers’ attitudes towards our company’s products and brands? ②What do consumers think of the price of the company's brand products? ③How are the TV commercials of our brand and the commercials of competing brands perceived by consumers? ④Are there any differences in the attitudes of different social classes towards our company’s brand and competing brands?
3. Determine the method of collecting information
The third step requires formulating the most effective way to collect the required information. It needs to determine: data sources, investigation methods, surveys Tools, sampling plans and contact methods.
If there is no applicable ready-made data (secondary data), the collection of primary data (first-hand data) becomes a necessary step. The method used to collect data is related to the nature of the data required. It includes experimental method, observation method and inquiry method. The previous example mentioned that the required information is about consumer attitudes, so market researchers can use the inquiry method to collect information. For consumer surveys, it is more appropriate to use personal interviews to facilitate in-depth communication with each other.
4. Sampling design
At the survey design stage, it should be decided who the sampling objects are, which raises the issue of sampling design. One: Whether it is probability sampling or non-probability sampling depends on the accuracy required for the survey. Probability sampling has higher estimation accuracy and can estimate sampling errors. From the perspective of statistical efficiency, probability sampling is naturally better. However, from an economic point of view, non-probability sampling design is simple and can save time and cost. Second: One issue that must be decided is the number of samples, which in turn needs to take into account statistical and economic efficiency issues.
5. Data collection
Data collection must be completed by investigators, and the quality of the investigators will affect the correctness of the investigation results. The most ideal investigators are university students of marketing, psychology or sociology, as they have been trained in survey techniques and theories, which can reduce survey errors.
6. Data analysis
After data collection, all answers should be checked. Incomplete answers should be considered for elimination, or the respondent should be asked again to fill the data gaps.
Data analysis should compile the analysis results into statistical tables or charts to facilitate readers to understand the analysis results, and to see the relationship between the statistical data and the hypothesis of the problem determined in the first step. At the same time, the results should be expressed in the form of percentages and averages of various types of data, so that readers can form a clear comparison of the analysis results.
However, whether the differences between the percentages and averages of various data are truly statistically significant should be identified using appropriate statistical testing methods. For example, the monthly consumption expenditures of households with two incomes on certain household items may appear to be different on the surface, but whether there is a real difference can be analyzed using the average test method. Data can also be analyzed using some statistical methods such as correlation analysis and regression analysis.
7. Survey Report
The final step in market research is to prepare a written report. Generally speaking, written investigation reports can be divided into two categories: ① specialized reports; ② popular reports.
Readers of specialized reports are those who are interested in the entire survey design, analysis methods, research results, and various statistical tables. They already have an understanding of market research techniques. Readers of popular reports are mainly interested in hearing the advice of market research experts. For example, the top decision-makers of some enterprises.
Answer: wolingker - Xiucai Level 2 10-17 17:05
When doing any project, there is a question of whether it is feasible, including the market prospects, the competition situation, and technical aspects Whether it can be advanced and whether it is economical is a comprehensive analysis. The greater the investment, the greater the risk and of course the greater the profit. When doing so, the feasibility study needs to be more in-depth and detailed.
1□ How to do market research The first step in feasibility study is to investigate and research the market. Market research is the basis for feasibility studies and the basis for decision-making in all aspects of the project. □
(1)□What to investigate in the clothing market
The content of market research varies depending on factors such as the size and nature of the enterprise, and the focus of the investigation is also different.
① Investigation of political factors: including relevant policies of national and local governments. Such as government support policies for industries, monetary policies, regional development plans, foreign economic policies, national economic development plans, national key investment projects, etc.
② Investigation of legal factors: including various relevant laws and regulations, such as enterprise law, company law, competition law, trademark law, industrial and commercial law, financial law, foreign business law, etc.
③Survey of economic factors: including population density, distribution and growth, national income and personal income, regional economic growth rate, overall price level, social employment status, industry average profit rate, import and export trade etc.
④Survey of social activities: including various major festivals and celebrations, regional or city characteristics, cultural and educational conditions, etc.
⑤ Survey of cultural factors: including consumers’ occupational composition, ethnic distribution, religious beliefs, education and cultural levels, family composition, customs and aesthetic concepts, etc.
⑥ Investigation of climate and geographical factors: including market location, climate conditions, natural conditions and corresponding transportation conditions, etc.
⑦ Survey of consumer demand: Market demand directly determines the size of the enterprise, and is greatly affected by factors such as social environment, consumer income level, population size, and popularity.
⑧Survey on consumption structure: including population composition, family size and composition, income growth, commodity supply, and price changes. It shows the proportion of consumers spending their money income on different goods. Survey of consumer behavior: The main influencing factors include consumers’ psychological personality, personal hobbies, surrounding environment and consumption habits, etc., which all contribute to consumers’ purchasing behavior to a certain extent.
⑨Investigation of supply situation: including the supply situation of various production factors needed by the enterprise. Such as capital, labor force, land, technology, equipment, fabrics, auxiliary materials, accessories, managers and designers and other talents.
⑩Investigation of self-production capabilities: including the source of raw materials, technical equipment level, financial status and personnel quality, etc. Investigation of product packaging: including sales packaging, industrial packaging, transportation packaging, special packaging, etc. Product life cycle investigation: including the changes and dynamics of the actual annual sales volume of various clothing products, and using the obvious increase or decrease in the actual sales volume of the product as a turning point to distinguish the stage of the product's life cycle. □
⑾Survey on fashion trends: including styles, colors, fabrics and accessories. It is necessary to understand the popularity at home and abroad and in sales areas.
□
⑿ Competitor investigation: As long as the product enters the market, there will be competition, and only by investigating competitors can we know ourselves and the enemy. The investigation of competitors includes the basic information of existing competitors, such as market share, sales, profits, new product development speed, market competition strategy, market promotion strategy and the competitive strength of the enterprise, etc. □
⒀Price investigation: including the market price of related products, the relationship between the company's product pricing strategy and sales, the supply and demand elasticity of product prices and consumers' price evaluations. □
⒁Investigation of sales channels: including the dealer’s situation, such as the dealer’s business situation, reputation, operating capabilities, financial strength, store image, etc., and the transportation status of the goods, such as transportation means and costs etc., the company’s implementation of dealer strategies, etc. □
⒂Survey of promotional methods: including store sales, personal sales, advertising, media price and effectiveness, and implementation of brand strategy. □
(2) □ How to do market research For small clothing companies, if the boss goes to the market and takes a look, it is considered market research. This research method can sometimes be effective. But as your business expands, the accuracy of market research becomes even more important. If the company has the strength, it can train full-time investigators on its own, or it can entrust a professional investigation company to complete the task. There are generally three types of survey methods:
Method 1: Inquiry survey method. The method in which the investigator directly contacts the subject and collects clothing-related information through questioning is called the inquiry survey method. It is a method in which investigators ask questions to relevant subjects to obtain business intelligence and information. The inquiry method can be divided into three forms according to different contact methods, namely the visit investigation method, the petition investigation method and the telephone investigation method.
Method 2: Observation survey method. A method in which the investigator personally visits the site to be investigated to conduct on-site investigation, or conducts surveys and statistics on the relevant behaviors and reactions of the respondents without their awareness. The observation method is often used to investigate the appearance, color, style, fabric, packaging and customer flow of clothing products and wear.
Method 3: Experimental survey method. It is an investigation method that first selects a smaller range, determines 1 to 2 factors, and conducts actual experiments on the factors that affect clothing production and sales under certain control conditions, and then analyzes and studies the results, and then promotes them on a large scale. It is equivalent to the trial production stage of clothing processing and the trial sales of joint clothing stores. Market research consists of a series of steps for collecting and analyzing market data. Decisions made in one step may affect other subsequent steps, and any modifications made in one step often mean that other steps may also need to be modified. The steps of market research ① are generally carried out according to the following procedures: ① Determine the problem and hypothesis; ② Determine the required information; ③ Determine the method of collecting information; ④ Sampling design; ⑤ Data collection; ⑥ Data analysis; ⑦ Survey report.
1. Determine problems and hypotheses
Since the main purpose of market research is to collect and analyze data to help companies make better decisions and reduce decision-making errors, the first step of the survey is to One step requires policymakers and investigators to carefully identify and agree on the goals of the study. As the saying goes: “Properly defining a problem is half the solution.” There are many things that can be investigated on any given problem, and if the problem is not clearly defined, the cost of gathering information may exceed the value of the results produced by the investigation. For example, a company discovered that its sales had been declining for 6 consecutive months. Managers wanted to know what the real reason was. Is it a recession? Reduced ad spending? Shifting consumer preferences? Or is the agent selling poorly? Market researchers should first analyze relevant data, then identify research questions and further make hypotheses and propose research objectives. If the investigators believe that the above issues are due to changes in consumer preferences, they will further analyze and propose several hypotheses. For example: ①Consumers believe that the company's product design is outdated; ②The advertising design of competing product brands is better.
The main reason for making hypotheses and giving research objectives is to limit the scope of the investigation, test whether the hypotheses are established based on the data obtained from future investigations, and write an investigation report.
2. Determine the required data
After determining the problem and hypothesis, the next step is to decide what data to collect, which naturally should be related to the objectives of the investigation.
For example: ①What is the consumer's attitude towards the company's products and its brand? ②What do consumers think of the price of the company's brand products? ③How are the TV commercials of our brand and the commercials of competing brands perceived by consumers? ④Are there any differences in the attitudes of different social classes towards our company’s brand and competing brands?
3. Determine the method of collecting information
The third step requires formulating the most effective way to collect the required information. It needs to determine: data sources, investigation methods, surveys Tools, sampling plans and contact methods.
If there is no applicable ready-made data (secondary data), the collection of primary data (first-hand data) becomes a necessary step. The method used to collect data is related to the nature of the data required. It includes experimental method, observation method and inquiry method. The previous example mentioned that the required information is about consumer attitudes, so market researchers can use the inquiry method to collect information. For consumer surveys, it is more appropriate to use personal interviews to facilitate in-depth communication with each other.
4. Sampling design
At the survey design stage, it should be decided who the sampling objects are, which raises the issue of sampling design. One: Whether it is probability sampling or non-probability sampling depends on the accuracy required for the survey. Probability sampling has higher estimation accuracy and can estimate sampling errors. From the perspective of statistical efficiency, probability sampling is naturally better. However, from an economic point of view, non-probability sampling design is simple and can save time and cost. Second: An issue that must be decided is the number of samples, which in turn needs to take into account statistical and economic efficiency issues.
5. Data collection
Data collection must be completed by investigators, and the quality of the investigators will affect the correctness of the investigation results. The most ideal investigators are university students of marketing, psychology or sociology, as they have been trained in survey techniques and theories, which can reduce survey errors.
6. Data analysis
After data collection, all answers should be checked. Incomplete answers should be considered for elimination, or the respondent should be asked again to fill the data gaps.
Data analysis should compile the analysis results into statistical tables or charts to facilitate readers to understand the analysis results, and to see the relationship between the statistical data and the hypothesis of the problem determined in the first step. At the same time, the results should be expressed in the form of percentages and averages of various types of data, so that readers can form a clear comparison of the analysis results. However, whether the differences between the percentages and averages of various data are truly statistically significant should be identified using appropriate statistical testing methods. For example, the monthly consumption expenditure of households with two incomes on certain household items may appear to be different on the surface, but whether there is a real difference can be analyzed using the average test method. Data can also be analyzed using some statistical methods such as correlation analysis and regression analysis.
7. Survey Report
The final step in market research is to prepare a written report. Generally speaking, written investigation reports can be divided into two categories: ① specialized reports; ② popular reports.
Readers of specialized reports are those who are interested in the entire survey design, analysis methods, research results, and various statistical tables. They already have an understanding of market research techniques. Readers of popular reports are mainly interested in hearing the advice of market research experts. For example, the top decision-makers of some enterprises.
Answer: wolingker - Xiucai Level 2 10-17 17:05
When doing any project, there is a question of whether it is feasible, including the market prospects, the competition situation, and technical aspects Whether it can be advanced and whether it is economical is a comprehensive analysis. The greater the investment, the greater the risk and of course the greater the profit. When doing so, the feasibility study needs to be more in-depth and detailed.
1□ How to do market research The first step in a feasibility study is to investigate and research the market. Market research is the basis for feasibility studies and the basis for decision-making in all aspects of the project. □
(1)□What to investigate in the clothing market
The content of market research varies depending on factors such as the size and nature of the enterprise, and the focus of the investigation is also different.
① Investigation of political factors: including relevant policies of national and local governments. Such as government support policies for industries, monetary policies, regional development plans, foreign economic policies, national economic development plans, national key investment projects, etc.
② Investigation of legal factors: including various relevant laws and regulations, such as enterprise law, company law, competition law, trademark law, industrial and commercial law, financial law, foreign business law, etc.
③Survey of economic factors: including population density, distribution and growth, national income and personal income, regional economic growth rate, overall price level, social employment status, industry average profit rate, import and export trade etc.
④Survey of social activities: including various major festivals and celebrations, regional or city characteristics, cultural and educational conditions, etc.
⑤ Survey of cultural factors: including consumers’ occupational composition, ethnic distribution, religious beliefs, education and cultural levels, family composition, customs and aesthetic concepts, etc.
⑥ Investigation of climate and geographical factors: including market location, climate conditions, natural conditions and corresponding transportation conditions, etc.
⑦ Survey of consumer demand: Market demand directly determines the size of the enterprise, and is greatly affected by factors such as social environment, consumer income level, population size, and popularity.
⑧Survey on consumption structure: including population composition, family size and composition, income growth, commodity supply, and price changes. It shows the proportion of consumers spending their money income on different goods. Survey of consumer behavior: The main influencing factors include consumers’ psychological personality, personal hobbies, surrounding environment and consumption habits, etc., which all contribute to consumers’ purchasing behavior to a certain extent.
⑨Investigation of supply situation: including the supply situation of various production factors needed by the enterprise. Such as capital, labor force, land, technology, equipment, fabrics, auxiliary materials, accessories, managers and designers and other talents.
⑩Investigation of self-production capabilities: including the source of raw materials, technical equipment level, financial status and personnel quality, etc. Investigation of product packaging: including sales packaging, industrial packaging, transportation packaging, special packaging, etc. Product life cycle investigation: including the changes and dynamics of the actual annual sales volume of various clothing products, and using the obvious increase or decrease in the actual sales volume of the product as a turning point to distinguish the stage of the product's life cycle. □
⑾Survey on fashion trends: including styles, colors, fabrics and accessories. It is necessary to understand the popularity at home and abroad and in sales areas. □
⑿ Competitor investigation: As long as the product enters the market, there will be competition, and only by investigating competitors can we know ourselves and the enemy. The investigation of competitors includes the basic information of existing competitors, such as market share, sales, profits, new product development speed, market competition strategy, market promotion strategy and the competitive strength of the enterprise, etc. □
⒀Price investigation: including the market price of related products, the relationship between the company's product pricing strategy and sales, the supply and demand elasticity of product prices and consumers' price evaluations. □
⒁Investigation of sales channels: including the dealer’s situation, such as the dealer’s business situation, reputation, operating capabilities, financial strength, store image, etc., and the transportation status of the goods, such as transportation means and costs etc., the company’s implementation of dealer strategies, etc. □
⒂Survey of promotional methods: including store sales, personal sales, advertising, media price and effectiveness, and implementation of brand strategy. □
(2) □ How to do market research For small clothing companies, if the boss goes to the market and takes a look, it is considered market research. This research method can sometimes be effective. But as your business expands, the accuracy of market research becomes even more important. If the company has the strength, it can train full-time investigators on its own, or it can entrust a professional investigation company to complete the task. There are generally three types of survey methods:
Method 1: Inquiry survey method. The method in which the investigator directly contacts the subject and collects clothing-related information through questioning is called the inquiry survey method. It is a method in which investigators ask questions to relevant subjects to obtain business intelligence and information. The inquiry method can be divided into three forms according to different contact methods, namely the visit investigation method, the petition investigation method and the telephone investigation method.
Method 2: Observation survey method. A method in which the investigator personally visits the site to be investigated to conduct on-the-spot investigations, or conducts surveys and statistics on the relevant behaviors and reactions of the respondents without their awareness.
The observation method is often used to investigate the appearance, color, style, fabric, packaging and customer flow of clothing products and wear.
Method 3: Experimental survey method. It is an investigation method that first selects a smaller range, determines 1 to 2 factors, and conducts actual experiments on the factors that affect clothing production and sales under certain control conditions, and then analyzes and studies the results, and then promotes them on a large scale. It is equivalent to the trial production stage of clothing processing and the trial sales of joint clothing stores.