What Is a Consumer Behavior Analyst?

Market consumption survey is to formulate new business strategies and marketing strategies for enterprise management and decision-making departments, providing accurate, reliable, effective and up-to-date information support and reference basis.

Consumer behavior survey

Right!

Market consumption survey is to formulate new business strategies and marketing strategies for enterprise management and decision-making departments, providing accurate, reliable, effective and up-to-date information support and reference basis.

Chinese name

Consumer behavior survey

Foreign name

consumer behavior survey

The basic task of market consumption survey is to formulate new business strategies and marketing strategies for enterprise management and decision-making departments, and provide accurate, reliable, effective and up-to-date information support and reference basis.

For an enterprise, correct decisions are not obtained by intuition and guesswork. Lack of sufficient basis of intelligence may lead to wrong decisions. The basic task of market consumption survey is to formulate new business strategies and marketing strategies for enterprise management and decision-making departments, and provide accurate, reliable, effective and up-to-date information support and reference basis. We conduct market research in two main ways. One is to commission a professional market research company to do it, and the other is to have our own market research department and commissioner. The following is the analysis of the general process and characteristics of our consumer survey report: clear survey objectives-design survey plans-formulate survey plans-supervise and lead team members to conduct field surveys-survey results data Statistics and Research-Analysts Begin Writing Investigation Reports-Final Review of Reports

The following is a detailed description of the processes for writing the survey report:

I. Clarify the survey objectives

When conducting market surveys, we must first clarify the goals of market surveys. Because of the needs of various companies and industries, the goals of different market surveys must be different. When formulating business strategies, the first thing for companies to do is to investigate and understand the development of the macro market environment Trends, especially to investigate the future development of the industry in which they are located; at the same time, companies also need to investigate market demand, market competition, consumer purchasing behavior, and marketing factors; in the full grasp of these market dynamics, the company is operating Only when encountering problems can market investigations be conducted on the existing problems and their causes.

Designing a survey plan

A complete market research plan generally includes the following aspects:

1. Investigation purpose and requirements

According to customer needs and corporate characteristics, the specific purpose and requirements of this market survey are listed in the survey plan. For example, the purpose of this market survey is to understand the consumer purchasing behavior and consumer preferences of a product.

Survey Object

The objects of market research are generally consumers, retailers, wholesalers, retailers and wholesalers who are distributors of products, and consumers are generally consumers who use the product. When taking consumers as the object of investigation, it should be noted that sometimes the buyer and user of a certain product are inconsistent. For example, in the investigation of baby food, the object of investigation should be the mother of the child. In addition, it should be noted that the consumers of some products are mainly aimed at a particular consumer group or focus on a particular consumer group. At this time, the survey respondents should pay attention to the main consumer groups that choose the products. Products, the survey object is mainly men.

3. Investigation content

The survey content is the basis for collecting data and serves the realization of the survey objectives. The specific survey content can be determined according to the purpose of the market survey. For example, when investigating consumer behavior, the specific content items of the survey can be listed according to the three aspects of consumer purchase, use, and post-use evaluation. The determination of the survey content should be comprehensive, specific, clear and concise, avoid all aspects, too much content, too cumbersome, and avoid including unrelated content.

4. Questionnaire

The questionnaire is a basic tool for market research. The quality of the design of the questionnaire directly affects the quality of the market survey. Pay attention to the following points when designing the questionnaire:

(1) The design of the questionnaire should be closely related to the subject of the survey, with emphasis on avoiding optional problems;

(2) The questions in the questionnaire should be easy for the respondent to accept, and avoid problems that the respondent is unwilling to answer or embarrass the respondent;

(3) The order of the questions in the questionnaire should be clear, logical, and logical. The questions that are generally easy to answer are placed first, the questions that are more difficult to answer are placed in the middle, the sensitive questions are placed at the end, and the closed-ended questions are placed first. Open-ended questions come later;

(4) The content of the questionnaire should be concise, and simple, direct, and unbiased words should be used as much as possible to ensure that the respondent can complete the questionnaire in a short period of time.

5. Scope of survey area

The survey area should be consistent with the sales scope of the company's products. When conducting a market survey in a certain city, the survey area should be the entire city. However, due to the limited number of survey samples, the survey scope cannot cover every place in the city. Generally, according to the population distribution of the city, mainly considering the factors such as income and education in the population characteristics, several small survey areas are delimited in the city The division principle is to make the overall situation in each area consistent with the distribution of the overall situation of the city, allocate the total sample to each area in proportion, and implement interviews in each area. This can relatively reduce the scope of the investigation, reduce the workload of field visits, improve the efficiency of the investigation, and reduce costs.

6.Sampling of samples

The survey samples should be drawn from the survey subjects. Due to the wide distribution of survey subjects, a sampling plan should be formulated to ensure that the drawn samples can reflect the overall situation. The number of samples can be determined according to the accuracy of the market survey. The higher the accuracy of the market survey results, the more samples should be taken, but the higher the cost of the survey. Generally, the appropriateness of the market survey results can be determined. Number of samples. In actual market surveys, the number of samples for market surveys in a city of medium or larger size can be selected from 200 to 1,000 samples according to the requirements of the survey items. The sampling method can be selected in statistics. During specific sampling, attention should be paid to the control of the demographic characteristics of the sample to ensure that the demographic distribution of the sample is consistent with the overall demographic distribution of the survey object.

7.Data collection and collation methods

In market surveys, commonly used data collection methods include survey methods, observation methods, and experimental methods. In general, the former method is suitable for descriptive research, and the latter two methods are suitable for exploratory research. When companies do market research, the survey method is more common, and the survey method can be divided into interview method, telephone survey method, mail method, and lien method. These kinds of survey methods have their own advantages and disadvantages, and are suitable for different survey occasions. Enterprises can choose according to the requirements of actual survey projects. The method of collating the data can generally adopt the method in statistics. Using the Excel worksheet, it is easy to perform statistical processing on the questionnaire to obtain a large amount of statistical data.

3. Develop investigation work plan

1. Organizational leadership and staffing

The establishment of the market research project organization and leadership organization, the marketing department or the planning department of the enterprise can be responsible for the organization and leadership of the survey project, a market survey team for the survey project, responsible for the specific organization and implementation of the project.

2. Recruitment and training of interviewers

Interviewers can be recruited from undergraduate students majoring in economics and management in colleges and universities. The number of questionnaires that can be completed per day for each interviewer can be determined according to the time required to complete all fieldwork interviews in the survey project. Interviewers must be provided with the necessary training, which includes: (1) the basic methods and techniques of interview investigation; (2) the basic situation of the investigation product; (3) the work plan of the field investigation; (4) the requirements and requirements of the investigation Matters needing attention.

3. Work progress

Arrange a timetable for the entire process of market research projects, determine the work content and time required for each stage. The market survey includes the following stages: (1) the level of preparation for the survey, including the design of the questionnaire, sampling, recruitment and training of interviewers; (2) the field survey stage; (3) statistical processing and analysis of the questionnaire Stage; (4) writing the investigation report stage.

4. Expense budget

The budget for market surveys mainly includes survey form design printing costs, interviewer training costs, interviewer labor cost gift costs, and survey form statistical processing costs. The enterprise shall verify the various expenses and expenses incurred during the market survey and reasonably determine the total cost budget for the market survey.

Fourth, organize field surveys

After the preparations for the market survey are completed, the field survey of the questionnaire is started, and the organization of the field survey should be done in two aspects.

1. Do a good job of organization and leadership of field investigation

Field investigation is a more complicated and tedious task. The number of survey samples, the number of interviewers, and the number of samples and the route of each interviewer should be determined in accordance with the survey area delineated in advance. Each survey area is equipped with a supervisor to clarify the work tasks and responsibilities of the investigators and interviewers, to ensure that the work tasks are put in place, and the work goals and responsibilities are clear. When it is necessary to control certain characteristics of the survey sample, it is necessary to decompose it to each interviewer. For example, for a survey item, the survey sample area is 1,000 people, and 600 men and 400 women are required to be surveyed. The ratio of men and women to the survey is 3: 2, it is required that the proportion of men and women in each sample surveyed by the interviewer should be controlled to 3: 2, so as to ensure the control of the proportion of men and women in the total sample.

2. Coordination and control of field investigations

The survey organization staff must timely grasp the completion of the work progress of the field survey, coordinate the work progress among the interviewers, understand the problems encountered by the interviewers in the interview in time, and help solve the common problems encountered in the investigation. Propose a unified solution. After the daily interview and survey, the interviewer first conducts a self-examination of the completed questionnaire, and then the supervisor inspects the questionnaire to find out the existing problems in order to improve in a timely manner in subsequent surveys.

V. Collation and analysis of survey data

After the field survey is completed, the survey data is collected and analyzed. After collecting the completed questionnaires, the investigators will check the questionnaires one by one, remove the unqualified questionnaires, and then uniformly number the qualified questionnaires. In order to facilitate the survey of statistics. Statistics of survey data can be completed using Excel spreadsheet software. After entering the survey data into the computer and running the Excel software, a large amount of statistical data can be obtained in the form of tables. Using the above statistical results, you can follow the requirements of the survey purpose. To conduct a comprehensive analysis of the survey content.

Six, write a survey report

The writing of the survey report is the last work of the market survey. The results of the market survey will be reflected in the final survey report. The survey report will be submitted to the decision makers of the enterprise as the basis for the company to formulate the marketing strategy. The market survey report should be written in a standardized format. A complete market survey report format consists of the title, table of contents, summary, main text, conclusions and recommendations, and attachments.