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New product market research plan

2026-04-15   0  Report

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Market Research Planning Procedures

Preliminary preparation

Copywriting design

Develop a research outline

Formulate a research plan: Determine the source of the data-Set the specific research content-Set the research schedule-Determine the research objects and researchers-Explain the funding budget

Planned and implemented

Information data collection: divided into the front stage and the theme research stage

Data collation and analysis: Classify data-edit and proofread-data coding and entry-compile charts

Report writing

Methods and content of market research

Copywriting Research Method

Source of copywriting research data

Enterprise internal information

Enterprise internal reporting system

Enterprise Marketing Information System

Enterprise market research system

Enterprise Information Analysis System

External information of the enterprise

Social institution data and literature sources

Steps of copywriting research: Clarify the required information-Find information sources-Collect data-Filter data-Supplement and improve-Analyze and draw conclusions

Questionnaire method

Questionnaire structure

Title, preface, sample characteristics, body, conclusion, researcher data, questionnaire number

Procedure for designing questionnaires

Clarify the purpose of the survey-determine the source of the information-determine the type of the questionnaire-design questions-sort the questions-revise and improve-layout and printing

Access method

Home visit

Customer visit

Symposium

Clarify discussion topics

The number of participants in the discussion should be 6-8

Invited participants are interested in the topic of discussion

To freedom of expression

Telephone interview

Seize the time for phone interviews

Control access to content

Careful design of questions

Keep a record of phone visits

In-depth interview

Visitors themselves have high professional quality

Make adequate preparations before the visit

Contact the respondent 1-2 days in advance to explain the interview theme

Arrange appropriate visit time and place

Observation method

Types of observation methods

Act as a general bystander

Pretending to be a shopper

Researchers dressed up as shoppers and intervened in the event, pretending to be shoppers, pretending to be consultants, and pretending to be shoppers, making phone calls to secretly observe the dynamics of the target group

Instrument observation method: Use tape recorders, cameras, infrared detectors and other instruments and equipment to observe

Application of the observation method

Consumer preference survey

Survey of shopping mall operating environment

Brand survey

Advantages: It objectively and truly reflects the behavior of the respondent; there is no rejection or non-cooperation; it is conducive to eliminating errors in language or problem understanding; it is flexible; it does not interfere with customers

Disadvantages: The investigation takes a long time and costs high; it can only reflect objective facts and is difficult to obtain in-depth information; it requires high quality and professional level of investigators; there may be some illusion in the observed things

Experimental method

Types of experimental methods

Shop experiment

Urban experiment

Regional experiment

Mobile sales

Steps of the Experimental Method

Determine experimental goals and set independent variables-select experimental methods-select experimental subjects-implement experiments-summarize experimental results

Application of experimental methods

① Test causality

② Regional trial sales of new products

Advantages: Scientific, practical, convincing, and of high value; can eliminate people's subjective deviations; can explore unclear causal relationships

Disadvantages: Long time consuming, high cost, poor confidentiality, and easy exposure of some key parts of the marketing plan; difficult selection of samples or experimental areas; difficult operation, management, control, etc.