市场研究的价值

市场研究在企业创立初期特别有价值，而持续定期进行研究则能确保您的企业随市场变化而调整战略。

在规划与执行市场研究时，应运用合适的方法与工具，确保您的营销活动能够：

带来收益并具成本效益
符合市场需求与发展趋势
与竞争对手保持同步，甚至领先市场

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.

以下八个步骤将引导您完成市场研究计划：

The following eight steps will inform your proposed market research:

第一步骤 | STEP 1

明确设定改进或成长的重点，并确立研究目标，例如：

测试市场对新品牌、新产品、新服务或新广告活动的反应
了解市场中的竞争对手，以及您能如何提供额外价值
分析人口统计资料，以了解特定地区潜在顾客的数量
识别产品与服务的趋势，为未来成长作规划

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.

第二步骤 | STEP 2

了解客户对您的企业及竞争对手的看法：

探索您的产品或服务是否能吸引新的市场区隔
（例如：如果您目前只向消费者营销，那么是否也能拓展至企业客户？）
了解客户愿意为您的产品或服务支付的金额

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.

第三步骤 | STEP 3

决定是要自行进行研究、委托专业研究公司，或与当地大学合作，由学生在指导下完成专案研究。

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

第四步骤| STEP 4

明确界定所需的资料，并规划将采用的研究方法及研究期间。

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

第五步骤 | STEP 5

收集所需数据，并确保信息符合以下条件：

有效性：有充分依据、合乎逻辑、严谨可靠且客观
准确性：数据无错误，且包含必要细节
可靠性：若以相同方式进行研究，他人能够重现相同结果
时效性：资料为最新，且于适当期间内收集
完整性：数据涵盖所有支持决策所需的信息

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).

第六步骤 | STEP 6

将资料输入电子试算表或能够管理多重条件（如年龄、地区、收入、兴趣等）的软体中，以便进行分析与管理。

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

第七步骤 | STEP 7

分析并解读资料——这些资讯对您所关注的特定领域有何启示？

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

第八步骤 | STEP 8

确认并执行需要调整的营运方式或改进产品与服务的地方，以促进业务成长。

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.

资料来源：昆士兰商业局网站

Source: Business Queensland website