市場研究的價值

市場研究在企業創立初期特別有價值，而持續定期進行研究則能確保您的企業隨市場變化而調整策略。

在規劃與執行市場研究時，應運用合適的方法與工具，確保您的行銷活動能夠：

帶來收益並具成本效益
符合市場需求與發展趨勢
與競爭對手保持同步，甚至領先市場

The value of market research

Market research is valuable at the start-up stage of your business, and you should conduct research regularly to ensure you adapt your business to changes in the market.

Planning and conducting your market research involves using methods and tools to ensure your marketing activities will be:

profitable and cost effective
linked to the needs and trends of the market
in line or ahead of competitors.

以下八個步驟將引導您擬定的市場研究計劃：

The following eight steps will inform your proposed market research:

第一步驟 | STEP 1

明確設定改進或成長的重點，並確立研究目標，例如：

測試市場對新品牌、新產品、新服務或新廣告活動的反應
了解市場中的競爭對手，以及您能如何提供額外價值
分析人口統計資料，以了解特定地區潛在客戶的數量
識別產品與服務的趨勢，為未來成長作規劃

Decide on the specific improvement or growth area and set your research objectives—for example:

test the reaction to a new brand, product, service or advertising campaign
understand competitors in the market and how you can add value
understand demographics to identify how many potential customers there are in a specific geographical location
identify product and service trends to plan for growth of your offerings.

第二步驟 | STEP 2

了解客戶對您的企業及競爭對手的看法：

探索您的產品或服務是否能吸引新的市場區隔
（例如：如果您目前只向消費者行銷，那麽是否也能拓展至企業客戶？）
了解客戶願意為您的產品或服務支付的金額

Understand what customers think about your business and your competitors.

Find out if your product or service could be needed by another market segment (e.g. if you are currently marketing to consumers, you may also be able to market to businesses).
Find out how much customers are willing to pay for the product or service.

第三步驟 | STEP 3

決定是要自行進行研究、委託專業研究公司，或與當地大學合作，由學生在指導下完成專案研究。

Decide if you'll do the research yourself or use a specialist company or engage with a local university and supervise a student project.

第四步驟 | STEP 4

明確界定所需的資料，並規劃將採用的研究方法及研究期間。

Identify the data you need and plan the research methods you will use and over what period.

第五步驟 | STEP 5

收集所需資料，並確保資訊符合以下條件：

有效性：有充分依據、合乎邏輯、嚴謹可靠且客觀
準確性：資料無錯誤，且包含必要細節
可靠性：若以相同方式進行研究，他人能夠重現相同結果
時效性：資料為最新，且於適當期間內收集
完整性：資料涵蓋所有支援決策所需的資訊

Collect the data you need, checking that the information is:

valid (well-founded, logical, rigorous, sound and unbiased)
accurate (free from error and includes the required detail)
reliable (it can be reproduced by other people researching in the same way)
timely (current and gathered within an appropriate period)
complete (it includes all the information you need to support your business decisions).

第六步驟 | STEP 6

將資料輸入電子試算表或能夠管理多重條件（如年齡、地區、收入、興趣等）的軟體中，以便進行分析與管理。

Add your data to a spreadsheet or software that allows you to manage many criteria (e.g. age, location, income, interests).

第七步驟 | STEP 7

分析並解讀資料——這些資訊對您所關注的特定領域有何啟示？

Analyse and interpret the information—what does it tell you about the specific areas you are focusing on?

第八步驟 | STEP 8

確認並執行需要調整的營運方式或改進產品與服務的地方，以促進業務成長。

Identify and implement the changes you need to make to your operations or the products and services you have identified that will grow the business.

資料來源：昆士蘭商業局網站

Source: Business Queensland website