A market research company refers to a professional organization whose main business is market research and consulting, and its main function is to provide customers with information, analysis and suggestions about the market, help customers understand the current situation and trends of the market, and formulate and implement effective market strategies. The business scope of the market research company includes market research, market analysis, market research, market consulting, market training, etc., involving consumers, products, channels, competition, marketing, brand and other aspects. The customers of the market research company are mainly enterprises, social groups, etc., and its service objects cover various industries and fields.
The business activities of a market research company are based on data, and data is the core resource and value of a market research company. Market research companies collect, process, store, and transmit data in a variety of ways to provide customers with data reports, data analysis, data solutions, and more. The data of the market research company** includes first-hand data and second-hand data, the first-hand data refers to the data obtained directly from the target object by the market research company through questionnaires, interviews, observations, experiments, etc., and the second-hand data refers to the data obtained by the market research company from other channels such as publicly released statistical data, industry reports, networks**, etc. The data types of market research companies include qualitative data and quantitative data, qualitative data refers to descriptive, non-numerical data, such as consumer attitudes, feelings, motivations, etc., and quantitative data refers to quantifiable and numerical data, such as consumer behavior, preferences, satisfaction, etc.
When conducting business, market research companies must not only follow market rules and industry ethics, but also comply with relevant laws and regulations to ensure the security, legality and validity of data. The industry norms and laws and regulations of market research companies mainly include the following aspects:
1. Industry norms.
Industry norms refer to the rules and standards of industry self-discipline that market research companies should abide by in their business activities, and their purpose is to standardize the business behavior of market research companies, improve the professional level and social reputation of market research companies, and maintain the healthy development of the market research industry. The industry norms of market research companies mainly include the following aspects:
1) The qualifications and capabilities of the market research company.
Market research companies shall have the corresponding qualifications and capabilities in order to engage in market research business. The qualifications and capabilities of market research companies are mainly reflected in the following aspects:
The market research company shall obtain a business license in accordance with the law, have legal business qualifications and scope, pay taxes and fees in accordance with relevant regulations, and accept the supervision and inspection of the first department.
Market research companies should have professional market researchers, including market research project managers, market research analysts, market research executives, etc., market researchers should have the corresponding academic qualifications, qualifications, experience and skills, be able to master the theories, methods and tools of market research, and be able to design and implement high-quality market research projects in accordance with customer needs and requirements.
Market research companies should have professional market research equipment and systems, including market research data collection, processing, analysis and presentation of equipment and systems, such as computers, printers, scanners, tape recorders, video recorders, networks, databases, statistical software, chart software, etc., market research equipment and systems should have good performance, stability and security, can effectively support all aspects of market research.
Market research companies should have professional market research resources and networks, including market research data, data channels, data partners, etc., such as statistical departments, industry associations, institutions, research institutions, consulting agencies, sample databases, investigators, etc., market research resources and networks should be extensive, reliable and effective, and can provide sufficient data support for market research.
2) Business processes and quality control of market research companies.
Market research companies should follow scientific business processes and strict quality control to ensure the accuracy, effectiveness and credibility of market research. The business process and quality control of a market research company mainly include the following aspects:
The market research company shall sign a formal market research contract with the customer, specifying the rights and obligations of both parties, including the purpose, content, method, scope, time, cost, report, confidentiality, etc., and the market research contract shall comply with the provisions of laws and regulations to protect the legitimate interests of both parties.
The market research company shall, in accordance with the requirements of the market research contract, formulate a detailed market research plan, including the objectives, assumptions, questions, indicators, data, data types, data collection methods, data analysis methods, data presentation methods, etc., and the market research plan shall be confirmed and agreed by the customer as the basis and guidance for market research.
The market research company shall, in accordance with the provisions of the market research plan, carry out the data collection of the market survey, including the design and production of market research tools, such as questionnaires, interview guides, observation forms, etc., select and determine the objects of market research, such as samples, interview subjects, observation objects, etc., organize and train the implementation of market research personnel, such as investigators, interviewers, observers, etc., and implement data collection activities for market research, such as issuing and conducting questionnaires, conducting interviews, The data collection of market research shall follow the principles of objectivity, fairness, truthfulness, and effectiveness to prevent data distortion, deviation, omission, and false positive.
The market research company shall, in accordance with the provisions of the market research plan, carry out the data processing of the market research, including cleaning and sorting out the original data of the market research, such as checking and entering questionnaires, sorting out and transcribing interviews, induction and classification observations, etc., analyzing and interpreting the effective data of the market research, such as using statistical methods, chart methods, model methods, etc., to refine and summarize the key data of the market research, such as calculating and comparing the mean, variance, correlation, significance, etc., the data handling of market research shall follow the principles of science, reasonableness, and effectiveness, and prevent data misunderstanding, misinterpretation, and abuse.
The market research company shall, in accordance with the provisions of the market research plan, implement the data presentation of the market survey, including the preparation and production of market research reports, such as text reports, chart reports, demonstration reports, etc., display and interpret the results of the market research, such as the meaning of the data, conclusions, recommendations, etc., and deliver and feedback the results of the market research, such as submitting and reporting the market research report to the customer, accepting the customer's evaluation and opinions, etc., and the data presentation of the market research shall follow the clear, concise, Strong principles to prevent confusion, omission, exaggeration, etc.
The market research company shall establish and improve the quality control system of the market research, including the formulation and implementation of the quality standards of the market research, quality inspection, quality assessment, quality improvement, etc., and carry out quality supervision and management of all aspects of the market research, so as to ensure that the quality of the market research meets the expectations and requirements of customers, and improve the customer satisfaction and loyalty of the market research.
3) Professional ethics and social responsibility of market research companies.
The market research company shall abide by professional ethics and social responsibility, and protect the rights and interests of market research stakeholders, including the market research company itself, the customers of the market research, the objects of the market research, the partners of the market research, etc., and the professional ethics and social responsibility of the market research company mainly include the following aspects:
The market research company shall carry out the market research business in good faith, and shall not make false publicity, defraud customers, harm competitors, violate the contract, etc., the market research company shall maintain the independence and objectivity of the market research, and shall not be improperly influenced and interfered with by customers, etc., and the market research company shall respect the professionalism and authority of the market research, and shall not tamper with, distort or disclose the data and results of the market survey at will.
Market research companies shall respect and protect the rights and interests of market research subjects, including the rights to know, consent, object, privacy, security, etc., and market research companies shall explain the purpose, content, and methods of market research to market research subjects when conducting market research. With the consent and cooperation of the market research subjects, the market research company shall abide by the principles of confidentiality and security when collecting and using the data of the market research subjects, and shall not disclose or abuse the personal information and sensitive information of the market research subjects, and the market research companies shall abide by the principles of legality and ethics when intervening and influencing the market research subjects, and shall not harm the interests and dignity of the market research subjects.
The market research company shall establish and maintain a good cooperative relationship with the market research partners, including the market research data provider, data processor, data analysis party, data presenter, etc., and the market research company shall abide by the principles of good faith and fairness when cooperating with the market research partners, and shall not deceive, defraud, exploit, The market research company shall abide by the principles of respect and win-win when communicating and learning Xi with the partners of the market research, and shall not plagiarize, steal, slander or belittle the knowledge and experience of the partners of the market research.
Market research companies shall pay attention to and participate in the development and progress of the market research industry, including the organizations, associations, forums, periodicals, etc. of the market research industry, and the market research company shall abide by the principle of unity and cooperation when participating in the activities of the market research industry, and shall not damage and destroy the order and reputation of the market research industry, and the market research company shall abide by the principle of contribution and sharing when promoting the innovation and promotion of the market research industry, and shall not hinder and monopolize the resources and opportunities of the market research industry.
2. Laws and Regulations.
Laws and regulations refer to the laws and regulations of the countries and regions that market research companies should comply with in their business activities, and their purpose is to protect the legitimate rights and interests of market research companies, maintain the legal environment of the market research industry, and promote the standardized development of the market research industry. The laws and regulations of market research companies mainly include the following aspects:
1) Registration and operation of market research companies.
The market research company shall, in accordance with the Company Law of the People's Republic of China, the Regulations of the People's Republic of China on the Registration and Administration of Private Non-enterprise Units, the Foreign Investment Law of the People's Republic of China and other laws and regulations, register and operate a market research company in accordance with the law, obtain legal market research business qualifications and scope, pay taxes and fees in accordance with relevant regulations, accept the supervision and inspection of the first department, and fulfill the legal responsibilities and obligations of the market research company.
2) Data collection and use by market research companies.
Market research companies shall, in accordance with the Statistics Law of the People's Republic of China, the Cybersecurity Law of the People's Republic of China, the Personal Information Protection of the People's Republic of China and other laws and regulations, collect and use market research data in accordance with law, obtain the consent and authorization of market research subjects, protect the personal information and privacy of market research subjects, prevent the leakage and abuse of market research data, and perform the security and confidentiality responsibilities of market research data.
3) Contracts and disputes of market research companies.
The market research company shall, in accordance with the Contract Law of the People's Republic of China, the Civil Procedure Law of the People's Republic of China, the Arbitration Law of the People's Republic of China and other laws and regulations, sign and perform the market research contract in accordance with the law, clarify the terms and content of the market research contract, ensure the validity and enforceability of the market research contract, resolve disputes and controversies in the market research contract in accordance with the relevant provisions, and carry out the modification, termination, and termination of the market research contract in accordance with the relevant regulations. Termination, etc., to safeguard the rights and obligations of the market research contract in accordance with the law, and to deal with the breach of contract and damages in the market research contract in accordance with the law.
4) Intellectual property rights and competition of market research companies.
Market research companies shall, in accordance with the Trademark Law of the People's Republic of China, the Patent Law of the People's Republic of China, the Copyright Law of the People's Republic of China and other laws and regulations, protect and use the intellectual property rights of market research, including trademarks, patents, copyrights, etc., to prevent infringement and misappropriation of intellectual property rights of market research, and to fulfill the responsibility of authorizing and transferring intellectual property rights for market research. Market research companies shall, in accordance with the Anti-Monopoly Law of the People's Republic of China, the Anti-Unfair Competition Law of the People's Republic of China and other laws and regulations, participate in and maintain the competition of market research in accordance with the law, including the quality, quality, service, reputation, etc. of market research, prevent monopoly, collusion, fraud, defamation, etc., and perform the responsibility of fair and honest competition in market research.
In short, a market research company is a professional organization that provides market research and consulting services to customers, and its business involves multiple links such as data collection, processing, analysis and application. When conducting business, market research companies must not only follow market rules and industry ethics, but also comply with relevant laws and regulations to ensure the security, legality and validity of data. Market research companies should self-regulate and improve from the two aspects of industry norms and laws and regulations, improve their professional level and social reputation, and provide customers with high-quality services.