On The Three Steps Of Deep Market Research From The Actual Marketing Of Clothing Marketing

In the vast sea of boundless business, numerous competitors and their products are flooded with every channel, and consumers with the ultimate option have preferences because of their differences in income, culture, geography and consumption. Therefore, seemingly calm channels often float undercurrent.

In business voyages, decision makers are like captains and need to make the right decisions at all times.

At this point,

The first step, careful planning, strategist for research activities.

According to the marketing research theory of Liu Jack's original course "three dimensional marketing theory", market research is the general name of a series of activities that enterprises use scientific methods, purposefully plan, collect, collate and analyze internal resources and external environment information, so as to grasp the competitive situation and the trend of Industrial Development, and provide a basis for the formulation and decision-making of enterprise marketing strategies.

Market research also refers to the process of designing, collecting, analyzing and studying all kinds of market information according to specific decision problems.

Market research is an essential part of market prediction and business decision making process. In order to ensure the scientific, systematic, rigorous and efficient research objectives of the whole research activity, before the formal development of the activity, enterprises should first do a good job in the design of the investigation process and make a strategic overall outline of the entire research picture.

The basic characteristics and essential requirements of investigation are relatively constant, and will not be changed by time changes. However, the means and techniques of investigation can change dramatically with the change of times.

In recent years, Internet research, which has developed with the maturity of Internet technology, is becoming more and more important. Today, micro-blog research has been widely applied as a new research method because of its low cost, high pertinence, fast feedback, authentic and reliable, and not restricted by geographical area.

Because of this, miss Jack often uses this research method to get relevant data at low cost and high efficiency. Of course, at more time, we need to combine online and offline research methods to get more comprehensive and objective results.

It is necessary to make a clear definition of research objectives in all aspects, such as the way to choose, which channel to choose, which objects to choose, the number of samples to be adopted, the scope of coverage, and so on.

In addition, before the start of research activities, a strict timetable and cost control table will be drawn up, and each detailed work link should be implemented to the people. It is essential to plan the contents of the work. Only by focusing on the whole and clearly defining responsibilities can we ensure the timely and effective completion of the research work.

Second step, pay attention to process details, heavy ink and heavy coloured drawing research.

Research work is usually divided into two parts: qualitative research and quantitative research. According to the qualitative and quantitative research theory in the three dimensional theory of marketing, qualitative research can not only make us grasp the direction of research, but also enable us to control the depth of research. Quantitative research is the key to obtain large sample quantitative indicators.

These two parts of the research complement each other and confirm each other, just as marketing personnel's market intuition and careful research need to complement each other.

Take teacher Liu Jack as an example.

1. Questionnaire design

Therefore, we should carefully design the questionnaire according to the objectives and contents of the research. At the same time, we should also consider the convenience of input, coding and statistical analysis of the questionnaire.

In the specific implementation, we should conclude the questionnaire design into several main steps and work out relevant flow charts.

Although the procedures are not unique and absolute for research work, they can improve the level of questionnaire to a large extent.

2. Pre research and feedback.

Pre market research is an essential task before a large number of questionnaires are distributed.

Pre research is often conducted through formal interviews before examining some typical respondents to see if there are any errors in the questionnaire.

In the process of issuing the first draft of the questionnaire, enterprises can check out the defects. If these problems are not solved, they will directly affect the quality of the survey.

If it is revised through trial visits, it will avoid the waste of personnel, time and money brought by large-scale defect questionnaires.

Teacher Liu Jack believes that it is very important to study whether the participants are typical in the preliminary research.

The sample size of pre research is usually determined by the size of the overall market research. Through pre research, researchers can find some general problems.

For example, if only one interviewee questioned a question, investigators could not pay attention to it, but if three respondents questioned the same question, investigators should reconsider this question.

When making the corresponding adjustment, the researcher should ask himself from the angle of the interviewee: "is the meaning of the question clearly expressed", "can the structure be understood", "the phrase is clear", and "whether it has a tendentious guiding word"?

3. Formal research and scheduling.

After selecting and training the interviewees, we should make specific distribution of the number of questionnaires according to the different circumstances of the research sites, which is conducive to ensuring the integrity and representativeness of the samples.

During the visit, we should give full consideration to the distance and time of the commuters' commuting and work, and arrange visits to the appropriate places to visit them, which will arouse their enthusiasm for work.

At the same time, we need to send professional supervisors to track and inspect the work of the researchers at the major sites to ensure the authenticity and research results of the data.

After clarified the objectives of the investigation, we should refine the research into a detailed workflow based on the spirit of "detail deciding success or failure", and select scientific research methods in the formal execution stage of the investigation, arrange earnest pre research, and conduct strict training and reasonable work arrangements for the interviewers, laying a solid foundation for the success of the whole research activities.

The third step is to objectively summarize and summarize the details.

A good marketing

According to Liu Jack, although each marketing research report will have different contents due to project requirements and readers' differences, the format of research reports usually has general requirements.

These Regulations are gradually formed in the long term marketing practice. What contents should be included in the Market Research Report, and in what order should we arrange these contents for guiding opinions?

For non technical general market research reports, readers usually only want to know the conclusions of the study and are not interested in the details of the investigation.

Therefore, when writing this kind of Market Research Report, it is mainly to pay attention to the simplicity and objectivity of the report, so as to avoid any misunderstanding to the reader.

The following is a concrete presentation of the outline of a report on the market research conducted by Mr. Jack.

1, topic

The topics mainly include the theme of the survey, the date of the report, the preparation for who, the author or the reporter.

2, directory

The directory contains the chapters and corresponding initial page numbers of the report.

Tables and charts in the report should also be compiled accordingly.

3. The purpose of the investigation

It explains the motivation, the statistical assumptions and the problems to be understood.

4, research methods

A brief description of the research methods used in the survey process, the type and size of the selected samples, and the findings of the survey are given.

5, results and limitations

The results of the survey account for a large part in the body of the survey report.

This part of the report is a series of project discovery which is put forward in a logical order and closely related to the research purpose.

The results are mainly expressed in the form of narration, which makes the project more believable. At the same time, some general forms and images are included in the discussion, which effectively avoids the boring and big text narration.

Perfect research is hard to achieve. In the report, it is absolutely scientific and unscientific to survey the results in an absolute way.

Therefore, in the research report, the writer should not forget to point out the limitations of the report and let the relevant personnel consider it in decision-making.

6, conclusions and recommendations

This is the most substantial part of the research report.

The main conclusions of the survey are illustrated, and the suggestions put forward by the investigators for the results are also included in this part.

7, appendix

Any material that is too detailed or too specialized should not appear in the main part, but should be included in the appendix.

In the appendix, the questionnaire will be included in the research report, sampling techniques, coding tables, references and detailed statistical tables.

To sum up, teacher Liu Jack believes that if there is no in-depth understanding and investigation of the whole market in the early stage, even experienced sailors will inevitably lose their course, so market research is everything.