MindMap Gallery market research methods
Mind map about market research methods, such as stereotype research method 1 in-depth interview 2. Focus group discussion 3. Projection method 4. Typical case studies
Edited at 2023-06-29 19:33:45One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
market research methods
method type
exploratory research
Secondary data research
stereotype research method
1 in-depth interview
advantage
In-depth interviews can explore the inner thoughts and opinions of the interviewees more deeply than group discussions.
In-depth interviews allow for a freer exchange of information
shortcoming
Skilled investigators (usually experts, requiring knowledge of psychology or psychoanalysis) who can conduct in-depth interviews are expensive and difficult to find
The integrity of the quality of findings is also highly dependent on the skill of the investigator
The interview method takes up more time and money
2. Focus group discussion
advantage
The amount of information obtained is large, the quality is high, and the data collection is fast and efficient.
The entire process can be recorded for later analysis and scientific testing.
The entire process can be captured for later analysis and scientific testing.
Participants can speak freely to express their views accurately
It is an interactive discussion, which is conducive to listening to suggestions from multiple aspects and angles.
shortcoming
The requirements for representativeness in the selection of interviewees are particularly high
Analysis of results may be subjective
3. Projection method
advantage
Bypass people's psychological defense mechanisms to obtain real information
shortcoming
Requires specialized, well-trained researchers and sometimes psychological experts to participate in structural analysis, increasing the difficulty and cost of investigation
Explanation deviation is relatively large
Practical occasions
Not understanding the reasons behind a behavior
Not understanding what buying, owning or using a product means to you
Not understanding one's own emotions, or unwilling to admit opinions that are harmful to one's self-image, or unwilling to evaluate or even criticize others out of politeness
4. Typical case studies
conclusive research
descriptive survey
investigative interview method
investigation method
personal research
Telephone research
Internet research
mailed questionnaire survey
Delphi method
advantage
Can give full play to the role of experts, brainstorm ideas, and have high accuracy
Be able to express the differences between experts' opinions, draw on the strengths of each expert, and avoid the shortcomings of each expert.
shortcoming
Opinions of authority figures influence the opinions of others
Some experts are reluctant to express opinions that are different from others due to human sentiments
Unwilling to revise one's original incomplete opinions out of pride
Time consuming
condition
The selected experts are representative to a certain extent
Before making predictions, you should first obtain the support of participants to ensure that they can make each prediction carefully to improve the effectiveness of the prediction.
At the same time, it is also necessary to explain the significance and role of forecasting to the top management of the organization and obtain the support of decision-makers and other senior pipeline personnel.
The design of the question list should be worded accurately and not cause ambiguity. Questions should not be asked too many at one time. Do not ask questions that are irrelevant to the purpose of prediction.
work process
Choose an expert
(1) Experts who are proficient in business, have rich experience, and have foresight and analytical capabilities should be selected based on the industries and fields involved in the investigation topic.
(2) The views of the departments and units to which the experts belong must be considered, and they must be representative and cannot be limited to one department.
(3) The number of invited experts should not be too small, about 15 is more appropriate.
Design survey feedback form
(1) The questions raised should be simple and clear, without any vague statements.
(2) The number of questions designed should not be too many, and the answers should not take too long.
(3) An explanation should be attached to the questionnaire to explain the purpose of the investigation to the experts in order to obtain the cooperation and cooperation of the other party.
Handle survey comments
submit investigation report
Observation
type
structural observation method
advantage
Have a deeper understanding of the things observed
shortcoming
Consume a lot of manpower and material resources
unstructured observation
advantage
The data collected are in-depth, systematic and comprehensive, and the methods are flexible, suitable for exploratory research.
Flexible method, can record more content
shortcoming
Observations can only be made according to the way qualitative data are processed and analyzed.
It is highly subjective, and the integration of the researcher's own values and personal emotions may bring bias to the analysis of the data.
participant observation
advantage
Empathy: Thinking from the customer’s perspective inspires more
non-participant observation
direct observation
indirect observation
causal research
Experimental Method
Pre-test
real experiment
Quasi-experiment
market test
Purpose
looking for problems
Solve the problem
1. Better services and target groups 2. Attract more potential customers 3. Improve your industry competitiveness
market research
Experimental Method
concept
Market researchers purposefully and consciously change one or several influencing factors to observe changes in market phenomena under the influence of these factors, in order to understand the essential characteristics and development patterns of market phenomena, and to study the relationship between the price and sales volume of a product. Causal relationship
Change product prices, observe the impact of price changes on sales, and understand the causal relationship between price and sales
method
Single experimental group before and after comparison
Comparison between experimental group and control group
Comparison between the experimental group and the control group before and after
advantage
objectivity
Controllability
Accuracy
shortcoming
For a long time, consumer purchasing behavior should be observed on a multi-cycle basis
The cost is high, the research cost is high, and the operation requires professionals to implement it.
It is difficult to implement, it is difficult to grasp the variable factors in the market, and it is difficult to compare experimental results with each other. It is difficult to control non-experimental variables and reduce the impact of experimental results.
survey design
Overview
A tool used by investigators to collect information from respondents based on a series of questions, survey items, alternative answers and explanations
Way
personal interview
telephone interview
Email access
structure
Introduction (title, cover letter)
main content
Conclusion and notes to the questionnaire
Precautions
Research purpose and researcher’s identity
Explain the importance of respondent participation
Explain that you only need to answer truthfully, there is no right or wrong judgment
Commitment to keep the personal information of the respondents confidential
Give feedback on the results and thank the respondents
step
Determine what information needs to be collected
Transform decision problems into market research tasks
Decide what the question is about
Consider research methods
Confirm question content
Determine the format of the response
open questions
advantage
Free answers, rich information, and deep digging
shortcoming
Difficulty in coding and statistics, large interviewer error
closed questions
mixed question
Precautions
Simple and clear presentation
Avoid non-specific questions
Avoid unclear assumptions
Avoid leading questions
Avoid generalizations and statistics
avoid double meanings
Handling sensitive issues
Deciding on the wording of the response
Determine the order of questions
Pay attention to physical characteristics
Conduct pretests and modifications
theme