Market research is divided into four categories: copywriting research, field research, special research and competitor research.
1. Copywriting research: mainly the collection, organization and analysis of secondary data. The main channels come from online data search and library and other book information searches.
2. Field research: It can be divided into three types: inquiry method, observation method and experimental method.
-Interrogation method: It is a method in which investigators collect market information by asking questions or soliciting opinions from the respondents in various ways. It can be divided into in-depth interviews, GI symposiums, questionnaire surveys and other methods. Questionnaire surveys can be divided into telephone interviews, mail surveys, retained questionnaire surveys, home visits, street interviews and other survey forms.
-Observation method: It is a research method in which investigators observe and record the behavior and expressions of the respondents directly or through instruments at the research site to obtain information.
-Experimental method: It is a method of investigating market information about a certain product or the execution effect of a certain marketing measure through actual, small-scale marketing activities. The main contents of the experiment include product quality, variety, trademark, appearance, price, promotion methods and sales channels. It is often used for test marketing and exhibition sales of new products.
3. Special surveys
Special surveys include fixed samples, retail store sales, consumer survey groups and other continuous field surveys; projection method, speculative test method, semantic distinction method, etc. Motive investigation; CATI computer investigation and other forms.
4. Competitor research
“Know yourself and the enemy, and you will never be defeated in a hundred battles.” One of the oldest Chinese idioms outlines the importance of competition research. In today's increasingly fierce market competition, if you don't understand the competitive market situation and don't know your competitors, it means you have no chance of winning.