导言与问卷调查的原则

Today, we will learn a very important and widely used technology in market research in the future - questionnaire survey, which is widely used in specific aspects of innovation and entrepreneurship marketing activities, business management, or new product development. We mentioned in the discovery of market opportunities earlier that whether a new product or new service meets the characteristics of the opportunity depends on whether the product can truly meet the needs of consumers, and whether the project is feasible or not depends on whether it can meet the products and products of other companies. Service unmet needs.

So how do we discover unmet needs of consumers?

In addition to the question of direct interviews with consumers, questionnaires are often issued to investigate the overall needs of consumers, and find out the parts that have not been met. Let me briefly explain what is the purchase motivation, which refers to driving consumers to purchase a certain product. The driving force of consumption behavior, which usually comes from the combined results of internal demand and external stimuli.

By investigating consumers' purchasing motives and comparing them with existing products on the market that satisfy their motives, we can discover the unsatisfied part of it, and thus discover viable market opportunities. Start new projects. Common purchase motives can be divided into 4 categories, rational motives, such as the pursuit of practicality, low price, safety and environmental protection, etc. The second type is experiential motivation, such as hobbies and habits, and the third type is perceptual motivation, such as being unconventional and showing off. The fourth type is emotional motivation, such as being competitive and competitive. Emotional motivation and emotional motivation are often generated by external stimuli. For the same type of product, different consumers usually buy specific products with different prices and design quality due to different motivations. Therefore, we need to investigate the purchasing motivations of consumers to develop various products and services.

For example, for a period of time in the middle of the last century, fake jewelry was popular in the jewelry market in the United States, and then silver jewelry became popular for a long time. Traditionally, the motive for purchasing jewelry is mainly to show off and compare, and there are also some rational motives such as preservation of value, but Buying fake jewellery and silver jewellery does not fit the traditional buying motives. Later market research found that consumers buy these two types of jewelry not only because they are more beautiful and cheaper, but also because wearing such fake jewelry and silver jewelry can greatly avoid being robbed. After learning about consumers' purchase motives, companies began to promote the trend of high prices in areas with low crime rates, and put those fake jewelry and silver jewelry in areas with high crime rates.

Now, let's learn the basic concepts and procedures of questionnaire survey. Questionnaire survey is a questionnaire composed of a series of question descriptions and alternative answers according to the requirements of the entrepreneur in advance according to the purpose of the project survey. A method of collecting specific information. Common questionnaire survey purposes include consumer purchase intention survey, consumer satisfaction survey, consumer purchase motivation survey and so on. These questionnaires can understand the possibility of project products and services from different perspectives. The advantage of this widely used market research technology is that it can quickly and cost-effectively obtain a wide range of survey results for specific questions.

In addition, compared with second-hand data surveys, interview surveys and observational surveys, questionnaire surveys can quantitatively and reliably analyze survey results. Its disadvantage is that it can only conduct surveys on relatively specific and clear questions, and cannot obtain some new information. The point of view is that the design itself is relatively demanding, and the use of the questionnaire is cross-sectional. Generally, after the entrepreneur has a more specific concept and description of the product and service of the project, he hopes to further understand the willingness of consumers to purchase products or services. use.

It can be mainly divided into two types. One is the data that needs to be quantitatively presented in the survey, such as the actual situation of consumers, the satisfaction of consumers with products, the possibility of purchase, the characteristics of main consumers, etc. These information often need to be quantitatively presented. data to present. Therefore, it is necessary to pass the questionnaire survey activities.

Second, it is necessary to investigate and analyze the causal relationship, such as what is the main reason that affects consumer satisfaction? What are the main functions that influence consumer purchases? What are the different preferences of consumers with different characteristics for different products? Answers to these causal questions often require questionnaires to obtain reliable conclusions. The specific steps of the questionnaire survey can be roughly divided into 6 steps, one is to clarify the main content of the survey, and the other is to determine the method of the survey, such as online distribution or interception distribution. The third is to write the specific statement of the questionnaire. The fourth is the arrangement structure and format. The fifth is to test and modify. The sixth is to formally start the investigation.

The stage of clearing the subject of the survey in the early stage is a difficult point in the questionnaire survey. You need to convert the target of the survey into the common questions of the questionnaire, because the target of the survey may not be directly used by the surveyed. For example, I want to know my own assumptions, how big the products and services are, and the market demand, but we can't ask the defendants directly in the questionnaire, they can't answer, but this question can indeed be achieved through a questionnaire survey, it just needs to be carried out A transformation between a goal and a problem.

I have listed several objectives and corresponding survey questions that will be frequently investigated in the process of evaluating product analysis. I want to investigate the demand, in fact, I want to investigate consumers' perceptions of existing similar products. The degree of preference and approval, as well as the actual purchase situation, if you want to clarify the characteristics of the consumer group, it is necessary to investigate those consumer groups with any high degree of preference, what kind of people they are, and how the actual purchase situation is.

As for the specific feasibility, it also depends on the satisfaction of consumers with existing products and services, the possibility of further upgrading products, and the comparison of new products and existing products in various aspects of their perception, which determines the basic survey. After the topic content, what you need to consider is the method of survey, that is, the method of distributing questionnaires. Common questionnaire distribution methods include on-site interception, mail distribution, and online distribution. We will design and complete these distribution methods later. I'll talk about it later.

However, before designing the questionnaire, you should consider the impact of the distribution method on the design of the questionnaire. This impact is mainly reflected in two aspects. One is the length of the questionnaire. Avoid more than two pages of questionnaires, and the number of questionnaires that are intercepted and distributed should be more strictly controlled, generally no more than one page. If the questionnaire is distributed by mail or the Internet, the length can be slightly longer, but generally it does not exceed 30 questions. It is difficult to guarantee the number of answers in the second half of the questionnaire beyond this number.

The second aspect of how the distribution method affects the design of the questionnaire is the form of the questions. Although the number of questionnaires issued by interception is very strict, it can involve some slightly complicated and difficult-to-understand questions, because the investigators can explain it on the spot, and it is more suitable for the newly designed questionnaires to conduct preliminary experimental methods to understand the surveyed. The person actually investigates the situation, and the documents issued by mail or the Internet must be very clear, and I can answer easily, otherwise the answer is easy to give up or transfer at will. However, the questionnaires distributed through these two channels can be presented in the form of pictures and multimedia.

Regarding the next part of the questionnaire, we will continue to explain how to specifically write the questions of the questionnaire.