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市场调研与分析培训资料一、市场调研的意义及步骤市场调研是指通过对市场进行系统、客观、全面的调查和研究，以获取相关市场信息，为企业决策提供依据的一种管理手段。
市场调研的目的是为了了解市场需求、竞争对手、消费者行为等因素，帮助企业进行战略规划和产品定位。
下面为大家介绍市场调研的步骤：1. 确定调研目标：明确调研的目标和需求，例如了解市场需求、分析竞争对手等。
2. 制定调研计划：包括采集数据的方式和方法、调查对象的选择、样本规模的确定等。
3. 数据采集：采用问卷调查、实地观察、访谈等方式收集数据。
4. 数据整理：对采集到的数据进行整理和分类，使其更易于分析。
5. 数据分析：通过数据的统计和比较，找出相关性和规律，为企业决策提供参考。
6. 报告撰写：将调研结果进行整理和总结，撰写出详细的调研报告，并向相关人员进行汇报。
二、市场调研的方法市场调研可以采用多种方法进行，根据具体情况选择合适的方法能够提高调研的效果。
下面介绍一些常用的市场调研方法：1. 问卷调查法：通过设计问卷，向受访者进行调查，收集大量的意见和观点。
2. 实地观察法：直接到市场、商场等实地进行观察，获取真实可靠的数据。
3. 面谈法：通过与受访者面对面进行交流，深入了解其需求、反馈和期望。
4. 数据分析法：通过收集、整理和分析大量的市场数据，揭示市场潜力和趋势。
5. 访谈法：通过与行业专家、业内人士进行访谈，获取专业的市场见解和经验。
6. 网络调研法：通过互联网平台进行在线调查，快速获取大量的市场反馈信息。
三、市场分析的重要性及要点市场分析是对市场进行全面、系统的研究和评估，以发现市场机会和风险，为企业的产品定位、市场营销等决策提供依据。
以下是市场分析的重要性及要点：1. 市场需求分析：了解市场上的需求趋势、产品特点和消费者的偏好，为产品设计提供参考。
2. 市场竞争分析：研究竞争对手的产品定位、营销策略和市场份额等，发现自身的优势和劣势。
3. 市场规模分析：评估市场的规模和增长潜力，判断市场容量和竞争压力。
Professional Skills Dictionary Market Research Addendum
Corporate HR Group - July 1999
For use within Unilever only
INTRODUCTION
This addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills Appendix
The Market Research Skill Areas should be read and used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas.
Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. Each page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along with examples. These examples are illustrative; they do not cover all skills and are not meant to be limiting.
Developing an Intimate Knowledge of Consumers' Attitudes and Behaviours
Assessing and Interpreting Market Research Initiating and Exploiting Fundamental Research on the Category
Developing a Vision of the Future
Being a Champion for the Consumer in the Business
Defining and Understanding the Market Category and Segments Analysing Competitor Intelligence Creating Long Term Strategies for each Market Category Constructing the Brand Strategy
Formulating the Pricing Strategy
Developing Brand Positioning Statement (BPS) Championing the Brand Defending and Developing Brand Identity and Positioning Monitoring and Managing the Performance of the Brand
Finding and Anticipating the Consumer Need Gap
Appreciating Technological Possibilities Aggregate Project Planning Generating and Evaluating Ideas (formulations and packaging)
Launch Planning and Implementation
Developing a Communication Plan
Searching for Innovative Brand Communication Briefing the Agency Working with the Agency
Developing and Judging the Communication Testing the Communication
Understanding how Consumers Assimilate Media Controlling the Media Plan
Evaluating and Optimising Media Spend Encouraging Innovative Media Activities Managing the Public Image of the Brand
Generating a Brand Activity Plan
Developing Consumer Focused Promotions
Tactical Consumer Pricing and Marketing Activities Maintaining, Implementing and Developing Marketing Support Systems
Providing Consumer Advice and Support
Assessing Consequences of Retailing Developments on Marketing
Providing Input to the Trade Proposition Contributing to Category Management
Participating in the Development of Customer or Channel Specific Marketing Strategies
Identifying and Analysing Best Practice Documenting and Communicating Best Practice Supporting Implementation Creating Networks and Learning
Determining Consumer and Market Understanding Needs Assessing Trends and Developments Consumer and Market Research
Defining Programme Objectives and Research Mix Managing Internal and External Resources (Agencies) Integrating Consumer and Market Understanding Evaluating Market Research Performance
Translating Consumer Understanding Needs Assessment and Selection of Techniques Applying the Techniques Analysing the Research Communicating and Using the Results
Obtaining Optimum Data Mix Ensuring Data Accuracy Managing Agencies Building Data Structures Analysing Continuous Research Data Interpreting and Advising
Determining the Modeling Requirements and Limitations Assessing and Selecting Modeling Techniques Managing the Modeling Process Facilitating Trade and Category Management Supporting Decision Making and Developments
Developing the Project Brief Agreeing the Research Design Managing Project Execution Analysing and Interpreting Data Implementing Findings。
