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How To Do Market Research In China

by Limo

Set A Goal

The aim of a successful market research is to help company identify and solve a problem. It can be a problem that you are eager to know about how Chinese consumers would respond to your new product line, how well the new commercial advertisements convey the message you would like to deliver to China's market, and how the new competition environment of a certain product in China stands. Once a problem defined, a systemic and scientific market research strategy could be carried out subsequently.

Select The Right Target

China is the world's most populous country and the world's second-largest country for land area. With 23 provinces, 5 autonomous regions, 4 governmental-level municipalities, you might get lost in targeting the right group of clients and locating the city you would like to access to. However, it is crucial to answer following questions:

1. In which city are you planning to launch your product or service?
2. Who is going to purchase your product or consume your service?
3. Which gender groups may make a decision to buy your products?
4. Which consumer groups may consider buying your products or services and for whom (middle-class, white collar, and what else)?

Determine The Methodology For Your Market Research

The common methodologies used for market research are secondary research, survey research, and experimental research. Under each category, specific approaches and methods are available to tackle specific problems. For instance, what we often use for testing consumers' preference on a new product are focus groups, in-depth interviews, and online surveys.

Design A Framework & Design Details Of Your Questionnaire

Designing an explicit frame of a market study is necessary before you go deep in your further data collection process. Additionally, a comprehensive and intensive questionnaire, whatever used for focus groups or in-depth interviews, sets up the right direction so that you can lead respondents and they can give their true opinion.

Conduct The Investigation (If Applicable)

Appointing a professional consultant to conduct your market research is indispensable because his/her sense of questioning control and effective information picking will decide the quality of the whole research. If any unpredictable problem occurs, such as respondents are not willing to answer a certain question, a well-trained consultant is capable of adjusting his/her way of raising a question immediately to make sure he or she can collect valid answers.

Analyze Data & Carry Out A Report

After gathering a large amount of data, an analyst should step into the phase of statistics. Analysts should have an objective in mind and hold a scientific attitude to organize the data, to do vertical comparison and horizontal comparison, and to give conclusion and anticipation towards the market. Consequently, combining the information gathered from market, a full report supported by data, market study, and research will be completed.

Limo is a Chinese consultant from Daxue Consulting that provides world-class quality market research service. Through gathering talents and elites from top universities in China and France, Daxue Consulting is able to offer a series of cost-effective marketing research services including focus groups, mystery shopping, and in-depth interviews as well.

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