First, the role of market research in the marketing process What is marketing? Simply put, it is to sell the right goods or services to the right people at the right place, at the right time, at the right price and in the right promotion way. Market research is to provide a basis for marketing, in order to better understand the market, find out the reasons for strategic failure or reduce the uncertainty in decision-making, or provide further proof for the acceptance of existing theories or concepts in the target population. With the further strengthening of market refinement and the intensification of competition, market research will play an increasingly important role in marketing. Second, be targeted-determine the purpose of market research. According to different marketing objectives, the purpose of market research will be different. The whole process of research is a process of communication. You should pass on the questions you want to know to the respondents, make them willing to accept them, and finally get effective, useful and true research results. Take the comprehensive investigation of F pharmaceutical company's new products before listing as an example to illustrate the problem. If you want to know what customers think of products in the real market, you should classify the problems in detail, such as packaging, price, service, and most importantly, customer suggestions. What is the purpose of your research? The real purpose is to provide a basis for the next decision-making of products and a possible scheme for the performance of product marketing in the market. This kind of research is called applied market research. For a new product, the market research before listing is called basic research. To understand the market, to understand the target population, and, of course, more importantly, to understand the reaction of the target population to their products. For example, most OTC marketing enterprises will refine a concept, or call it theory and mechanism, for their products before they go on the market. Perhaps a market survey was conducted before the mechanism was put forward, but after refining and summarizing, it is still necessary to conduct market research to further determine whether the refined mechanism or concept can be accepted by the target population, find opportunities for marketing communication, and enhance the convenience of communication. Therefore, only targeted research can obtain useful decision-making information, more accurately target the target population, and reduce the deviation of marketing decision-making. Third, the research plan-the guarantee of guiding research. After determining the research purpose, it is necessary to formulate a detailed research plan. The purpose of the research plan is to be orderly and avoid mistakes in the process of research implementation, which is necessary. In the research plan, the research methods, research fields, personnel, the work to be prepared and the content to achieve * * * knowledge are determined. F pharmaceutical company's new product market research plan: H capsule market research plan Research location: Taiyuan, Changzhi and Liuzhou Research methods: Questionnaire survey, interview survey implementation time: April 9, 2004 Research purpose: 1. To understand the basic situation of treatment mentality and medication habits of patients with hepatitis B. 2. What is the treatment method and process of H capsule and the recognition degree of patients with hepatitis B? What needs to be adjusted? How to adjust? 3. The current marketing mode and patient acceptance of H capsule, that is, the acceptance of patients under expert remote treatment scheme, integrated treatment scheme and conference marketing mode. Do you have any better suggestions? Respondents: Call prospective patients present. Investigation implementation plan: 1. Articles, venues, division of labor and expenses required for the investigation: 65,438+0, xx high-grade cups, xx ballpoint pens, xx notebooks and xx work permits are required. The above matters shall be handled by the administrative department and completed before noon on April 8. Department in charge: Administration Department. Complete 600 questionnaires before noon on April 8. Responsible department: Planning Department. 2. A conference room in the venue hospital, the rent is about ×× yuan/day, which will be settled by the administrative department before noon on April 7th. 3. Gifts, conference room rent and other expenses * * * RMB. (Details: gifts: XX high-grade cups, unit price: XX yuan, research AIDS: XX disposable cups, XX ballpoint pen, XX notebook, XX work permit, XX yuan. Other expenses, xx yuan. 4. Person in charge: ×× cooperative support: ×× cooperative support: × cooperative support: × cooperative support: × cooperative support: notified the patient on April 7-8. Person in charge: April 9- 10, April 1 1- 15, summarizing the investigation results and writing the investigation report. Four. Organizational unit: XX Fourth Medical Research Institute. Questionnaire-the main tool of questionnaire is the main method of information collection in almost all investigation processes. Questionnaire is a synthesis of a series of questions designed to investigate and collect information, which provides a standardized and unified information collection procedure. Every interviewee saw or heard the same words and questions, and every researcher asked the same questions. If there is no questionnaire, every researcher will ask questions casually, and different researchers will ask different questions, so the results will be varied. A mess of research results can't provide accurate information and accurate results statistics. Therefore, questionnaire is a tool for control research. Improper questionnaire design will lead to incomplete information. Therefore, the questionnaire must turn the research purpose into specific questions and get real results from the respondents. The quality of the questionnaire will determine whether the survey results are the real purpose at the beginning of the survey. Therefore, in the process of designing the questionnaire, we must be logical, and at the same time, we must make use of the respondents' answers to simplify complex questions and make them easy to understand and answer. The design of the questionnaire content should consider the following questions: 1. Why are you looking for this information? 2. Does this information already exist? 3. Can the question really be answered? V research management-the process of research is also a management process. First of all, researchers should be trained and exchanged, so that they can master research methods and use research tools. In the investigation of new products of F Pharmaceutical Company, it is mainly managed from the following aspects: 1. The person in charge of this survey is the general coordinator, who is responsible for determining, sorting, printing and holding seminars to ensure the accuracy and logic of the description of the survey questions. 2. Communicate with the person in charge of the research area, issue the research notice and fax the questionnaire. 3. Responsible for the methods used in the investigation process, such as convening an interview in Taiyuan, intercepting an interview in Changzhi and visiting a family in Liuzhou. 4. Implementation of expenses and gifts. 5. The budget for the overall inspection, including rent, bus fare, printing fee, etc. In order to show the cooperation and support to the respondents, some gifts must be prepared, which is also the compensation for delaying the respondents' time. 6. Other matters. Generally speaking, scientific research management is the management of scientific researchers, so that they can accurately implement scientific research plans; The other is the management of the whole investigation process, to ensure the accuracy and integrity of the data generated in the investigation process, while controlling the investigation cost and conducting the investigation in strict accordance with the time plan. The management in the investigation process is very important, which determines the scientificity of the investigation implementation process and the accuracy of the investigation results. In order to obtain the real investigation results, it must be strictly managed and carried out according to the process. Survey summary of intransitive verbs-providing informed decision-making information is an answer to the questions raised in the survey or provides support for the survey objectives. In short, the survey summary is a kind of statement result that can effectively express the survey results, and it is not necessarily a figure obtained through statistical analysis. An investigation report should include the following contents in turn: 1, investigation description, including the purpose, methods, central issues and brief description of the investigation results. 2. Analysis of survey results, 3. Survey conclusion 4. Suggestions and reflections. If the purpose and results of the survey cannot be accurately expressed, then no matter how scientific the questionnaire is, how strict the survey management is, and how consistent the survey itself is with the survey objectives, all this will be wasted. Of course, the purpose of each survey is different, and the survey methods may be different. In my opinion, as long as the original intention of the investigation can be achieved, the investigation is effective.