市場研究

市場研究（粵拼：si5 coeng4 jin4 gau3；英文：market research），又或者叫市場調查，係指靠住收集數據探知市場嘅形勢，目的通常係想用有關市場形勢嘅資訊嚟支援商業上嘅決策。市場研究大致有以下呢啲步驟^[1]^[2]：

首先，研究者要諗清楚自己想解答咩問題。簡單例子：家陣佢間公司有隻新產品就快要出街，佢想估計吓隻產品會有幾好賣^[3]。
研究者跟住要攞數據（收集數據）。簡化例子：佢可以搵啲工作人員去派問卷畀消費者，份問卷會問班消費者「你對一件噉噉噉嘅產品會唔會有興趣」噉嘅問題，而呢啲受訪者好多時係搵錢請返嚟嘅。
對啲數據做分析；詳情可以睇埋統計分析嘅嘢^[4]。
最後就對分析結果做判斷。簡化例子：「80% 嘅受訪者都話對件產品有興趣，所以呢件產品應該有搞頭」。

市場研究喺商業決策上好重要：企業會係噉做市場研究，想解答「消費者想要啲乜」（可以幫間企業決定跟住要研發乜新產品）、「消費者對家吓件產品有乜觀感」（可以攞嚟檢討過往嘅產品研發項目）同埋「消費者對間企業啲競爭對手有乜睇法」（可以幫間企業評估自己嘅競爭優勢）等嘅問題。因為市場研究咁重要，廿一世紀初嘅企業正路都會有團隊專做呢樣嘢，又成日會請間企業外面嘅專業人士幫手做^[5]^[6]。

要留意嘅係，市場研究係市場學研究嘅一門：市場學研究包涵市場學上嘅研究，會有興趣研究任何同「點樣賣產品」有啦掕嘅課題，例如用心理實驗研究啲廣告幾有效呀噉；而市場研究就專指「探知市場形勢嘅研究」，屬市場學會關注嘅嘢，但唔係市場學唯一關注嘅嘢－所以只係市場學研究嘅一部份^[7]^[8]。

以下係市場研究嘅一個常用定義^[1]^{:Ch. 1.2} ^[9]：

「

（市場研究屬於）有系統噉搜集同詮釋有關個人同組織嘅資訊。佢（市場研究）會用嚟自應用性嘅社會、行為同數據科學嘅統計同分析方法技巧，嚟產生洞見以及支援由貨品服務提供者、政府、非牟利組織同埋一般大眾嘅決策。

」

有啲人會將「市場研究」同「市場學研究」當做同義詞，不過又有唔少工作者主張要分清楚呢兩個概念：佢哋認為，市場研究係特指為咗探知一個市場嘅形勢而做嘅研究，而市場學研究就廣義啲，可以包埋啲為咗增進市場學理論知識而做嘅研究^[7]^[8]；舉例說明^[1]^{:Ch. 1.3}，

想像家陣有位香港嘅市場學工作者，佢想用心理學嘅理論剖析廣告點樣左右人嘅注意力（例如廣告會點樣影響受試者望向邊^[10]），從而得知人類嘅一啲普遍行為，希望自己搵到嘅結果能夠喺其他市場（例如美國同日本）以至第時嘅市場學工作上都有用（廣義化）－噉呢份研究會係市場學研究^[11]；
又想像有位香港嘅市場學工作者，佢間公司設計咗個新廣告，佢個團隊想知個廣告係咪能夠有效噉提升香港嘅消費者買樣產品嘅意慾，所以就做場實驗，睇吓啲人睇咗個廣告係咪會買嘢意慾高咗，同時位工作者並冇諗住自己搵到嘅結果會用到喺第啲市場度（淨係諗住探究一個特定市場嘅形勢）－噉呢份研究會係市場研究；

噉講即係話，市場研究可以想像成比較

實用性質，而唔係理論性質；
狹義化，淨係諗住研究某個市場，唔會好似科學理論噉追求「要解釋到有咁多得咁多嘅現象」；

市場研究嘅目的雖然同市場學研究咁唔同，不過兩者都會用到好多社會科學上成日用嘅研究方法（睇下面）。

網上調查

顧名思義，網上社會調查係指誘過互聯網做嘅社會調查（^{[e 1]} 指直接問受訪者一啲問題，靠佢哋畀嘅答案解答研究問題）。典型嘅網上社會調查做法係噉^[12]：

透過某啲方法搵班受訪者返嚟（例如喺社交媒體嗰度落廣告^[13]，完成場調查嘅參與者，可以攞到 10 文美金）；
畀條超連結受訪者，條超連結會連去調查用嘅網頁；
調查網頁有若干條問題，仲有下拉式選單等嘅 widget 畀受訪者回答每條問題；
調查網頁識得紀錄低班受訪者嘅答案，仲會將啲數據傳送返去研究者嘅數據庫度，跟住研究者就可以對啲數據進行各種分析，例子可以睇吓統計分析等嘅嘢^[14]；

有部份嘅網上社會調查仲會要求受訪者多次返嚟再答過問題，目的係想睇吓佢哋嘅行為點樣隨時間變化（睇埋受試內設計），例如响市場學上，研究者可能會想探究「家陣隻產品啱啱出街，有 X 位消費者採用咗隻產品，3 個月後得 50% 嘅仲用緊，而 6 個月後得 10% 嘅仲用緊... 到底有咩因素主宰消費者持續用隻產品嘅意慾呢？」噉嘅課題^{[註 1]}^[15]。

响廿一世紀初，網上調查係市場學同多個社科領域上成日用嘅研究方法。事實係有估計指，採用網上調查嘅學術文數量响 2016 年至 2020 年間升咗成 63% 咁多^[16]。因為網上調查咁多人做，市場學等領域嘅工作者仲整埋特製嘅軟件專門畀人攞嚟整網上調查，例子可以睇吓 LimeSurvey 呀噉。

面試研究

面試研究响市場研究上成日用到。要做市場研究，最簡單嘅係問吓消費者對某隻產品有乜觀感，問吓「點解你會想買呢隻呢隻產品」同埋「點解你會唔想買呢隻呢隻產品」呀噉；跟住研究者會記低佢哋講咗啲乜。

响廿一世紀初嘅市場研究上，面試研究可以用到相當高深嘅技巧，甚至唔係個個市場研究員都識做。例如市場面試研究有梯式面試^{[e 2]}呢種技巧：梯式面試係指每當受訪者講起一樣重要嘅產品特徵嗰陣，研究員要問佢點樣呢樣特徵重要，從而深究受訪者行為背後嘅動機^[17]^[18]；例如想像家陣問受訪者點解想買一隻電子遊戲－

受訪者：X。（例：「我鍾意呢隻電子遊戲，因為隻電子遊戲有瑪利奧。」）

研究者：點解 X？（例：「點解瑪利奧會令你鍾意隻遊戲？」）

受訪者：因為 Z。（例：「因為我對瑪利奧有美好回憶。」）

研究者：點解 Z？（例：「點解你對瑪利奧有美好回憶？」）

受訪者：因為 B。（例：「因為我細個嗰陣成日同我細佬玩瑪利奧相關嘅遊戲。」）

除咗梯式面試之外，市場面試研究仲有大把技巧，而且得出嘅面試數據（包含「每位受訪者講咗啲乜」噉嘅資訊），仲可以用自然語言處理等嘅進階技術嚟分析^[19]。因為噉，唔少市場研究團隊甚至仲會特登開個職位，個職位淨係專處理面試研究方面嘅嘢。

要做研究，就實要量度某啲變數，跟住用統計分析（下面講邊啲分析方法係市場研究有用開嘅）睇吓啲變數之間有咩關係。一般嚟講，會影響人嘅消費行為嘅變數，冚唪唥都係市場研究會關注嘅，而呢啲基本包括嗮心理學同社會學等社科領域上會研究嘅行為變數^[20]。

以下呢啲變數通常係市場學工作先至會分析嘅：

對啲貨品同服務嘅需求同供應
每用家平均銷售量^{[e 3]}：指每個客平均使咗幾多錢落隻網絡產品度，常見於網上遊戲同第啲電子產品。
每使錢用家平均銷售量^{[e 4]}：指每個使咗錢嘅客平均使咗幾多錢喺隻產品度，都係常見於電子產品嘅一個指標。
顧客購置成本^{[e 5]}：指每攞到一個新客要花費幾多資源；喺搵客嘅過程當中，一個生產者需要做產品設計同產品測試等好多種工序，呢啲工序實要消耗錢同時間，等到隻產品出咗街之後就會得到若干個客；成個過程使咗嘅錢除以最後得到嘅客嘅總數，就係 CAC ^[21]。
顧客終生價值^{[e 6]}：指一個客由「開始採用隻產品」至「收手而且以後都唔會再用」－通常「唔再使用」等如「唔再使錢」－之間總共使咗幾多錢落隻產品度^[22]。

... 呀噉。

以下呢啲統計分析都係市場研究成日用嘅^[1]^{:Ch. 5-9} ^[23]：

描述統計學（平均值同標準差）
比較平均值^{[e 7]}
迴歸分析^{[e 8]}
主成份分析^{[e 9]}
因素分析^{[e 10]}
關聯規則^{[e 11]}
聚類分析^{[e 12]}－睇埋市場劃分嘅概念；市場劃分係指將一笪市場按某啲（已知能夠影響消費行為嘅）特性劃分做若干個子市場，每一個子市場內部差異細，令到市場學工作者可以將啲數據簡化，做出「啲客可以分做咁多咁多類，每類有呢啲呢啲噉嘅特性」，簡單嘅例子有將個市場分做男人同女人，而噉嘅分析可以靠聚類分析做^[24]。
生還分析^{[e 13]}－睇埋顧客保留嘅概念；顧客保留係指間企業或者件產品有幾能夠「留住啲客」，會問「而家買緊件產品嗰啲客，一年之後有幾多 % 嘅仲有繼續買？」噉嘅問題；而計「咁多咁多時間過咗之後，仲有幾多嘅個體淨低喺度」正正就係生還分析要解答嘅問題^[25]。

呀噉。

Consolvo, S., & Walker, M. (2003). Using the experience sampling method to evaluate ubicomp applications (PDF). IEEE pervasive computing, 2(2), 24-31.
de Araújo, P. D., Araújo, W. M. C., Patarata, L., & Fraqueza, M. J. (2022). Understanding the main factors that influence consumer quality perception and attitude towards meat and processed meat products. Meat Science, 108952，「消費者對品質嘅觀感」係市場研究成日量度嘅變數之一。
Hague, P. N., Hague, N., & Morgan, C. A. (2004). Market research in practice: a guide to the basics. Kogan Page Publishers.
Lockley, Lawrence C. (1950). "Notes on the History of Marketing Research". Journal of Marketing. 14 (5): 733-736.
Mai, R., & Hoffmann, S. (2017). Indirect ways to foster healthier food consumption patterns: Health-supportive side effects of health-unrelated motives. Food Quality and Preference, 57, 54-68.
Mooi, E., Sarstedt, M., & Mooi-Reci, I. (2018). Market research: The process, data, and methods using stata (PDF). Springer，呢本係市場研究嘅入門書，寫畀完全冇社科底嘅人睇。
Zackariasson, P., & Dymek, M. (2016). Video game marketing: a student textbook. Routledge.

[註 1]
順帶一提，有關呢啲噉嘅研究要點分析，可以睇吓重複量數 ANOVA 同埋生還分析。

篇文用咗嘅行話或者專有名詞，英文版本如下：

[e 1]
survey
[e 2]
ladder interview
[e 3]
average revenue per user，ARPU
[e 4]
average revenue per paying user，ARPPU
[e 5]
customer acquisition cost，CAC
[e 6]
customer lifetime value，CLV / CLTV
[e 7]
comparison of means
[e 8]
regression
[e 9]
principal component analysis，PCA
[E 10]
factor analysis
[E 11]
association rule
[E 12]
cluster analysis
[E 13]
survival analysis

篇文引用咗以下呢啲文獻同網頁：

[1]
Mooi, E., Sarstedt, M., & Mooi-Reci, I. (2018). Market research: The process, data, and methods using stata^{[失咗效嘅鏈]} (PDF). Springer.
[2]
McQuarrie, Edward (2005). The market research toolbox: a concise guide for beginners (2nd ed.). SAGE.
[3]
Campbell Robertson (August 1, 2006). "Nielsen Brings a New Marketing Strategy to Broadway". The New York Times.
[4]
What Is Statistical Analysis?.
[5]
Susan J. Hart; John R. Webb; Marian V. Jones. "Export Marketing Research and the Effect of Export Experience in Industrial SMEs". International Marketing Review. 11 (6): 18.
[6]
ICC/ESOMAR. (2016). ICC/ESOMAR International Code on market, opinion and social research and data analytics.
[7]
Market research vs. marketing research - What's the difference?. Qualtrics.
[8]
DIFFERENCE BETWEEN MARKET RESEARCH AND MARKETING RESEARCH - WHAT IS MARKETING RESEARCH?.
[9]
原文英文係噉嘅："The systematic gathering and interpretation of information about individuals and organisations. It uses the statistical and analytical methods and techniques of the applied social, behavioural and data sciences to generate insights and support decision-making by providers of goods and services, governments, non-profit organisations and the general public."
[10]
Pieters, R., Rosbergen, E., & Wedel, M. (1999). Visual attention to repeated print advertising: A test of scanpath theory. Journal of marketing research, 36(4), 424-438.
[11]
Tellis, G. J. (2017). Interesting and impactful research: On phenomena, theory, and writing. Journal of the Academy of Marketing Science, 45(1), 1-6.
[12]
Vehovar, V.; Lozar Manfreda, K. (2008). "Overview: Online Surveys". In Fielding, N.; Lee, R. M.; Blank, G. (eds.). The SAGE Handbook of Online Research Methods. London: SAGE. pp. 177-194.
[13]
Research Recruiting: How to Use Marketing Strategies to Find Participants. User interview.
[14]
Revilla, Melanie A. (30 December 2012). "Measurement invariance and quality of composite scores in a face-to-face and a web survey". Survey Research Methods. 7 (1): 17-28.
[15]
Drye, T., Wetherill, G., & Pinnock, A. (2001). When are customers in the market? Applying survival analysis to marketing challenges (PDF). Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 179-188.
[16]
Andrade, C. (2020). The limitations of online surveys. Indian journal of psychological medicine, 42(6), 575-576.
[17]
Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International journal of research in marketing, 12(3), 209-225.
[18]
Veludo‐de‐Oliveira, T. M., Ikeda, A. A., & Campomar, M. C. (2006). Laddering in the practice of marketing research: barriers and solutions. Qualitative Market Research: An International Journal.
[19]
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.
[20]
Diaz Ruiz, C. A. (2013). Assembling market representations. Marketing Theory, 13(3), 245-261.
[21]
Hamilton, R. W., Rust, R. T., & Dev, C. S. (2017). Which features increase customer retention. MIT Sloan Management Review, 58(2), 79-84.
[22]
Berger, P. D.; Nasr, N. I. (1998). "Customer lifetime value: Marketing models and applications". Journal of Interactive Marketing. 12 (1): 17-30.
[23]
Market Research Is Now a National Pastime. The New York Times.
[24]
Goyat, S. (2011). The basis of market segmentation: a critical review of literature. European Journal of Business and Management, 3(9), 45-54.
[25]
Vroman, H. William; Reichheld, Frederick F. (1996). "The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value". Academy of Management Perspectives. Harvard Business School Press. 10 (1): 88-90.

[16] [註 1]
順帶一提，有關呢啲噉嘅研究要點分析，可以睇吓重複量數 ANOVA 同埋生還分析。

[12] [e 1]
survey

[19] [e 2]
ladder interview

[24] [e 3]
average revenue per user，ARPU

[25] [e 4]
average revenue per paying user，ARPPU

[26] [e 5]
customer acquisition cost，CAC

[28] [e 6]
customer lifetime value，CLV / CLTV

[31] [e 7]
comparison of means

[32] [e 8]
regression

[33] [e 9]
principal component analysis，PCA

[34] [E 10]
factor analysis

[35] [E 11]
association rule

[36] [E 12]
cluster analysis

[38] [E 13]
survival analysis

[mooi2018-1] [1]
Mooi, E., Sarstedt, M., & Mooi-Reci, I. (2018). Market research: The process, data, and methods using stata^{[失咗效嘅鏈]} (PDF). Springer.

[2] [2]
McQuarrie, Edward (2005). The market research toolbox: a concise guide for beginners (2nd ed.). SAGE.

[3] [3]
Campbell Robertson (August 1, 2006). "Nielsen Brings a New Marketing Strategy to Broadway". The New York Times.

[4] [4]
What Is Statistical Analysis?.

[5] [5]
Susan J. Hart; John R. Webb; Marian V. Jones. "Export Marketing Research and the Effect of Export Experience in Industrial SMEs". International Marketing Review. 11 (6): 18.

[6] [6]
ICC/ESOMAR. (2016). ICC/ESOMAR International Code on market, opinion and social research and data analytics.

[marketmarketing01-7] [7]
Market research vs. marketing research - What's the difference?. Qualtrics.

[marketmarketing02-8] [8]
DIFFERENCE BETWEEN MARKET RESEARCH AND MARKETING RESEARCH - WHAT IS MARKETING RESEARCH?.

[9] [9]
原文英文係噉嘅："The systematic gathering and interpretation of information about individuals and organisations. It uses the statistical and analytical methods and techniques of the applied social, behavioural and data sciences to generate insights and support decision-making by providers of goods and services, governments, non-profit organisations and the general public."

[10] [10]
Pieters, R., Rosbergen, E., & Wedel, M. (1999). Visual attention to repeated print advertising: A test of scanpath theory. Journal of marketing research, 36(4), 424-438.

[11] [11]
Tellis, G. J. (2017). Interesting and impactful research: On phenomena, theory, and writing. Journal of the Academy of Marketing Science, 45(1), 1-6.

[13] [12]
Vehovar, V.; Lozar Manfreda, K. (2008). "Overview: Online Surveys". In Fielding, N.; Lee, R. M.; Blank, G. (eds.). The SAGE Handbook of Online Research Methods. London: SAGE. pp. 177-194.

[14] [13]
Research Recruiting: How to Use Marketing Strategies to Find Participants. User interview.

[15] [14]
Revilla, Melanie A. (30 December 2012). "Measurement invariance and quality of composite scores in a face-to-face and a web survey". Survey Research Methods. 7 (1): 17-28.

[17] [15]
Drye, T., Wetherill, G., & Pinnock, A. (2001). When are customers in the market? Applying survival analysis to marketing challenges (PDF). Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 179-188.

[18] [16]
Andrade, C. (2020). The limitations of online surveys. Indian journal of psychological medicine, 42(6), 575-576.

[20] [17]
Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International journal of research in marketing, 12(3), 209-225.

[21] [18]
Veludo‐de‐Oliveira, T. M., Ikeda, A. A., & Campomar, M. C. (2006). Laddering in the practice of marketing research: barriers and solutions. Qualitative Market Research: An International Journal.

[22] [19]
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.

[23] [20]
Diaz Ruiz, C. A. (2013). Assembling market representations. Marketing Theory, 13(3), 245-261.

[27] [21]
Hamilton, R. W., Rust, R. T., & Dev, C. S. (2017). Which features increase customer retention. MIT Sloan Management Review, 58(2), 79-84.

[29] [22]
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[1]

[2]

[3]

[4]

[5]

[6]

[7]

[8]

[9]

[10]

[11]

[e 1]

[12]

[13]

[14]

[註 1]

[15]

[16]

[e 2]

[17]

[18]

[19]

[20]

[e 3]

[e 4]

[e 5]

[21]

[e 6]

[22]

[23]

[e 7]

[e 8]

[e 9]

[e 10]

[e 11]

[e 12]

[24]

[e 13]

[25]

市場研究

網上調查

面試研究

網上調查

面試研究

定位

收集數據

量度變數

分析方法

睇埋

文獻

註釋

引述

拎