There is no clear definition of cross-border network market research in academia. Here we will temporarily summarize it as: in cross-border network marketing, the use of IT (Information Technology, information technology and industry) technology platforms to systematically, planned and organizedly collect, research, record, organize and analyze market data information related to products and services, objectively measure and evaluate the current market and potential market, obtain information about competitors, understand the experience environment of the target market, and provide relatively accurate decision-making basis for operators to segment the market, identify consumer needs and determine marketing goals.
Characteristics of cross-border network market research
No matter what means and methods are used in traditional market research, enterprises need to invest a lot of manpower, material resources and financial resources, but the results are often unsatisfactory. Cross-border network market research is based on traditional market research and is produced with the help of Internet technology. It has its own characteristics and advantages.
1. Timeliness and sharing
The timeliness of cross-border network market research is reflected in two aspects: First, the research work is implemented quickly. The biggest feature of the Internet is the fast information transmission speed. It is very fast to use it to transmit questionnaires or find information; second, the research results are obtained quickly. Since all the work is performed on the computer, this saves the time of inputting. At the same time, the computer is used to process the research data, so that the company can get the research results they want in the first time.
At the same time, any enterprise, organization or individual around the world can initiate or participate in the research online, and the research results are also public. This fully reflects the sharing of network market research. In this way, enterprises or individuals can have a more comprehensive understanding of the current market environment.
2. Convenience and economy
For cross-border research, network market research is undoubtedly the most convenient and economical: there is no need to send a large number of investigators, no need to print a large number of questionnaires, and save a lot of transportation costs, labor costs, etc., just need to distribute questionnaires on the Internet, and then enter the questionnaire information into the system. The whole process of network market research is convenient and fast, and it is the preferred research method for many cross-border enterprises.
3. No time, space and geographical restrictions
The biggest feature of the Internet is that it provides us with a global market. Internet research can be carried out 24 hours a day in this huge market, with almost no time and space restrictions, and it does not have to be affected by objective factors such as weather. As long as there is a computer, you can conduct research anywhere.
4. Verifiability and controllability
Online market research can effectively implement systematic inspection and control of the quality of the collected information. First, online questionnaires can be attached with comprehensive and standardized indicator explanations, which is conducive to eliminating survey errors caused by unclear understanding of indicators or inconsistent explanations of investigators; secondly, the review and inspection of the questionnaire is automatically implemented by the computer according to the set inspection conditions and control measures, which can effectively ensure the review and inspection of the questionnaire; finally, through the identity verification technology of the respondents, fraud in the process of information collection can be effectively prevented.
5. Objectivity and reliability
Compared with traditional research, the objectivity and reliability of online market research are greatly improved. The main reasons are: first, the respondents all participate in the survey voluntarily, and many of them are conducted anonymously, so the respondents can tell their true situation; second, during the survey, the respondents will not be disturbed or influenced by the researchers and complete the questionnaire independently; third, the respondents are generally targeted, they are users or potential users of the company, and the survey is not conducted casually, so the results are more reliable.