Research on the methods of user market survey

The effective use of market research can enable a management team to understand the market changes faster than the opponents, so market research has become a reasonable competitive and competitive advantage of the main factor. Especially in 2010, under the changeable Internet environment, more access to http://www.aliyun.com/zixun/aggregation/32063.html "> Market share is the problem we must take seriously."

One of the simplest truths is that the enterprise can survive only if the product or service market exists. This is obvious, so almost every enterprise is fully prepared to establish the market analysis needed for the target market. However, many companies know little about their markets, and even some companies try to build risky projects when they do not recognize the market.

In the user Experience group, a netizen plays the analogy "words: Xiao Ming did an experiment to put the grasshopper on the table, shouted: Jump." It jumped. Cut off the Grasshopper's leg and shout: Jump. It doesn't move. Conclusion: → Grasshopper's ears are long on the legs. "Not really knowing the truth, jumping to conclusions can lead to the following operations with great risk of uncontrollable." Of course, this can be avoided if an effective investigation is carried out earlier.

Market Research {Marketing Study} includes collecting information about specific markets and analyzing them. Understanding market research procedures is helpful for data analysts, product managers, etc. to collect, interpret, and process market information in their own positions.

Define the purpose and object of the study

√ Find out where potential users (consumers) are going to buy products or services.
√ Why do they choose to buy here?
√ The size of the market, enterprises can occupy a share of it?
Does it have an advantage over competitors?
What impact will the promotional actions have on consumers?
What kind of products or services do potential consumers want?

Collect second-hand information
is the processed material. For example, the ant example above, we really want to study him, will first find some literature or related books for reference. Second-hand materials are characterized by low cost. Because second-hand information has been processed, can be extracted from the value of specific circumstances specific analysis.
Collect raw materials
If second-hand materials are not prepared adequately. Then the next step is to collect new and original data. Of course, some skills can be used in the accumulation of raw materials.

Skills are divided into two categories, that is, the study of market research methodology are known "observation and inquiry."

Explain:

The observation method avoids the feedback and asks but involves the problem in varying degrees. Very economical, the flaw is the limitation in the descriptive research.
Surveys and quizzes are two ways of asking for feedback. The survey can be done via email, telephone and personal interviews. When the respondents are widely distributed, the method of mail investigation is often used. However, the feedback rate in this way is low.
Telephone survey and personal interview as a result of language communication, it can guarantee high feedback rate. Personal interviews are more expensive than email surveys and telephone surveys.

Here I found a good example, is the user experience of NetEase upgrade program.

hiued Map

Hiued Analysis: NetEase's user survey is done to be in place. Access to data is widespread, and the final real data can be obtained.

Testing is a form of market research that focuses on finding causal relationships.   The purpose of the quiz is to find out how independent variables affect test variables. For example, how does the price change affect sales?

Take a look at Tencent's example:

Address above: http://service.qq.com/cgi-bin/showSurvey?survey_id=602&nl=0

Group of friends feel that the horizontal is not good, will produce errors, special labeling the following vertical arrangement, only for everyone to work in reference. (from Jinshan hyacinth students to provide advice.) Thank you very much)

The main problems to be considered in

Design questionnaire:


1, each problem in determining the questionnaire is related to the specific object of the research design.


2, the questions in the questionnaire should be in order from easy to difficult.


3, avoid inducing or biased problems.


4, design each question should consider whether there will be misunderstandings and improve to reduce or eliminate the possibility of being misunderstood.


5, in the questionnaire should include concise but comprehensive tips. Simply explain to the respondents the information they want to get, and guide them around some questions that may have nothing to do with them.


6, if possible, use a quantitative question when testing questions about intensity or frequency, instead of questions that simply answer yes or no. For example, very unfriendly 1 to very friendly 5 this way to do. Most reasonable.

Comparison of the main research methods:

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Source: http://www.hiued.com/?p=205