第二章 定義市場營銷研究問題與確定研究方法

1、Chapter TwoDefining the Marketing Research Problem and Developing an Approach第二章 定義市場營銷研究問題與確定研究方法教學目的理解定義營銷研究問題的重要性和過程描述定義問題的相關(guān)工作明確管理決策問題和營銷研究問題之間的區(qū)別解釋定義明確的營銷研究問題的結(jié)構(gòu)詳細論述研究方法的組成部分2011/2/11ZHAODongyang Panzhihua University2Chapter Outline 學習內(nèi)容1. Overview2. Importance of Defining a Problem3. The Proce

2、ss of Defining the Problem and Developing an Approach4. Tasks involved in Problem Definitioni. Discussions with Decision Makersii. Interviews with Industry Expertsiii. Secondary Data Analysisiv. Qualitative Research本章概要定義問題的重要性定義問題和確定研究方法的過程涉及定義問題的相關(guān)任務(wù)同決策者討論專家訪談二手數(shù)據(jù)分析定性研究2011/2/11ZHAODongyang Panzhi

3、hua University33Chapter Outline章節(jié)大綱5. Environmental Context of the Problemi. Past Information and Forecastsii. Resources and Constraintsiii. Objectivesiv. Buyer Behaviorv. Legal Environmentvi. Economic Environmentvii. Marketing and Technological Skills6. Management Decision Problem and MarketingRese

4、arch Problem 問題的環(huán)境背景歷史信息與預測資源與約束目標購買者行為法律環(huán)境經(jīng)濟環(huán)境營銷與技術(shù)水平管理決策問題和營銷研究問題2011/2/11ZHAODongyang Panzhihua University44Chapter Outline章節(jié)大綱7. Defining the Marketing Research Problem8. Components of an Approachi. Objective / Theoretical Foundationsii. Analytical Modeliii. Research Questionsiv. Hypothesisv. Sp

5、ecification of Information Needed 9. International Marketing Research10. Ethics in Marketing Research定義營銷研究問題研究框架的組成客觀/理論基礎(chǔ)分析模型研究問題假設(shè)明確所需信息國際市場營銷研究市場營銷研究道德2011/2/11ZHAODongyang Panzhihua University55Chapter Outline章節(jié)大綱11. Summary12. Key Terms and Concepts總結(jié)重要術(shù)語與概念2011/2/11ZHAODongyang Panzhihua Univ

6、ersity66Chain Restaurant Study連鎖餐館研究One day I received a phone call from a research analyst who introduced himself as one of our alumni. He was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.一天，我接到一個研究分析人員的電話。他自稱

7、是我的大學同學，在鎮(zhèn)上的一家連鎖餐館工作，此時在分析營銷研究中他所收集到的數(shù)據(jù)，但他需要這方面的幫助。2011/2/11ZHAODongyang Panzhihua University77Chain Restaurant Study連鎖餐館研究我們碰面時，他給我看了一份調(diào)查問卷，同時問我該如何分析得到的數(shù)據(jù)。我問他的第一個問題就是When we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,

8、2011/2/11ZHAODongyang Panzhihua University88Chain Restaurant Study連鎖餐館研究When he looked perplexed, I explained that data analysis is not an independent exercise.Rather, the goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.當我看見他一臉的迷茫的時候，我向他解釋數(shù)據(jù)分析并不是一項孤立的工作，相反，數(shù)據(jù)分析的目標應該

9、是為所面臨的問題提供相關(guān)的信息。2011/2/11ZHAODongyang Panzhihua University99Chain Restaurant StudyI was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not exist. So before going any further, I had to the marketing research problem.令我

10、吃驚的是，他竟然對于他的營銷研究問題沒有清楚地認識，而且沒有任何關(guān)于問題定義的書面資料。因此，在進行任何深入的探討之前，我必須先定義營銷研究問題。2011/2/11ZHAODongyang Panzhihua University1010Chain Restaurant StudyOnce that was done, I found that much of the data collected was not relevant to the problem. In this sense, the whole study was a waste of resources. A new stu

11、dy had to be designed and implemented to address the problem defined.當我完成了這項工作之后，我發(fā)現(xiàn)收集到的很多信息與研究的問題沒有太大的關(guān)系。由此看來，整個研究就是一種資源的浪費。必須針對已識別的問題重新設(shè)計和實施一項新的研究項目。2011/2/11ZHAODongyang Panzhihua University11The Problem Definition ProcessFig. 2.1DiscussionwithDecision Maker(s)Interviewswith ExpertsSecondaryData

12、AnalysisQualitativeResearchManagement Decision ProblemMarketing Research ProblemTasks Involved Environmental Context of the ProblemStep I: Problem DefinitionStep II: Approach to the ProblemObjective/ TheoreticalFoundations ResearchQuestions HypothesesStep III: Research DesignAnalytical Model: Verbal

13、, Graphical, MathematicalSpecificationofInformationNeeded2011/2/11ZHAODongyang Panzhihua University12The Problem Definition Process問題定義過程Fig. 2.1專家訪談管理決策問題管理決策問題營銷研究問題營銷研究問題相關(guān)工作相關(guān)工作問題的環(huán)境背景問題的環(huán)境背景第一步：定義問題第一步：定義問題第二步：確定研究方法第二步：確定研究方法客觀/理論基礎(chǔ)第三步：研究設(shè)計第三步：研究設(shè)計二手數(shù)據(jù)分析定性研究同決策者討論分析模型：描述性、數(shù)學模型研究問題假設(shè)確認所需信息2011/

14、2/11ZHAODongyang Panzhihua University13Tasks Involved in Problem Definition相關(guān)工作 Discussions with Decision MakersInterviews with Industry ExpertsSecondary Data AnalysisQualitative Research同決策者討論專家訪談二手數(shù)據(jù)分析定性研究2011/2/11ZHAODongyang Panzhihua University14The Problem Audit問題審計The problem audit is a compr

15、ehensive examination of a marketing problem with the purpose of understanding its origin and nature.1. The events that led to the decision that action is needed, or the history of the problem 2. The alternative courses of action available to the DM 3. The criteria that will be used to evaluate the a

16、lternative courses of action4. The potential actions that are likely to be suggested based on the research findings 5. The information that is needed to answer the DMs questions 6.The manner in which the DM will use each item of information in making the decision 7. The corporate culture as it relat

17、es to decision making 問題審計是為了了解問題的根源和本質(zhì)而對營銷研究問題進行的一項綜合性的檢查：引發(fā)采取必要措施而進行決策的事件或問題的歷史決策者可采取的備選方案評估備選方案的標準根據(jù)研究結(jié)果建議采取的可能的行動回答決策者的問題所需要的信息決策者利用各項信息進行決策的方式同決策相關(guān)的企業(yè)文化2011/2/11ZHAODongyang Panzhihua University15The Seven Cs of Interaction互動7CThe interaction between the DM and the researcher should be characte

18、rized by the seven Cs:CommunicationCooperationConfidence CandorClosenessContinuityCreativity決策者和研究人員之間溝通應具備以下特征，簡稱7C：溝通合作信心坦誠親密持續(xù)創(chuàng)意2011/2/11ZHAODongyang Panzhihua University1616Factors to be Considered in the Environmental Context of the Problem 問題的環(huán)境背景中必須考慮的問題Past Information And ForecastsResources

19、 And ConstraintsObjectivesBuyer BehaviorLegal EnvironmentEconomic EnvironmentMarketing And Technological Skills歷史信息與預測資源與約束目標購買者行為法律環(huán)境經(jīng)濟環(huán)境營銷與技術(shù)水平Fig. 2.22011/2/11ZHAODongyang Panzhihua University17Management Decision Problem Vs. Marketing Research Problem管理決策問題與營銷研究問題Management Decision ProblemMarke

20、ting Research Problem2011/2/11ZHAODongyang Panzhihua University18Should a new product be introduced? 是否應該引進新產(chǎn)品？Should the advertising campaign be changed? 是否應該改變廣告活動？Should the price of the brand be increased? 這種品牌的價格是否應該 提高？To determine consumer preferencesand purchase intentions for the proposed n

21、ew product 針對提議的新產(chǎn)品確定消費者偏好和購買傾向To determine the effectiveness of the current advertising campaign 確定現(xiàn)有廣告活動的有效性To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes 確定需求的價格彈性，確定在不同水平上價格變化對銷售額和贏利的影響Proper Definition of the Research Problem營銷

22、研究問題的正確定義Marketing Research Problem營銷研究問題Broad Statement寬泛的陳述Specific Components具體的組成部分Fig. 2.32011/2/11ZHAODongyang Panzhihua University19Department Store Project百貨商店項目2011/2/11ZHAODongyang Panzhihua University20決策者：我已經(jīng)觀察到顧客關(guān)顧西爾斯百貨商店的次數(shù)有所減少。研究人員：你是怎么知道的？決策者：這可以通過我們的銷售額和市場份額反應出來。研究人員：您怎么知道貴點的光顧率降低了呢

23、？決策人員：但愿我能夠知道。研究人員：競爭對手的情況如何？決策者：我想，在某些方面我們略勝一籌，但在其他方面我們稍遜一籌。研究人員：您的顧客是如何評價貴店的呢？決策者：我想大多數(shù)還是持肯定的態(tài)度，雖然我們在某一兩個領(lǐng)域不盡人意。 通過研究人員同決策者和關(guān)鍵的主管們的一系列對話，并進行二手數(shù)據(jù)分析和定性研究，最終確定了如下的問題。管理決策問題：我們應該如何提高西爾斯的顧客光顧率。營銷研究問題：通過比較影響顧客光顧率的主要因素，確定西爾斯同其他主要競爭對手的相對優(yōu)勢和劣勢。Department Store Project2011/2/11ZHAODongyang Panzhihua Univers

24、ity21Problem DefinitionIn the department store project, the marketing research problem is to determine the relative strengths and weaknesses of Sears, vis-vis other major competitors, with respect to factors that influence store patronage. Specifically, research should provide information on the fol

25、lowing questions.1. What criteria do households use when selecting department stores?2. How do households evaluate Sears and competing stores in terms of the choice criteria identified in question 1?3. Which stores are patronized when shopping for specific product categories?4. What is the market sh

26、are of Sears and its competitors for specific product categories?5. What is the demographic and psychological profile of the customers of Sears? Does it differ from the profile of customers of competing stores?Components of an Approach 研究框架的組成2011/2/11ZHAODongyang Panzhihua University22Objective/The

27、oretical FoundationsAnalytical ModelResearch QuestionsHypothesesSpecification of the Information Needed客觀/理論基礎(chǔ)分析模型研究問題假設(shè)明確所需信息研究框架的組成2011/2/11ZHAODongyang Panzhihua University23 是建立在被稱為公理的基本陳述上的概念體系。 指導研究的正確理論也可以通過對學術(shù)書籍、雜志和專著等文獻回顧而得到。理論（theory） （指沒有偏見并被經(jīng)驗結(jié)果所支持的依據(jù)）是通過處理來自二手資料的相關(guān)信息而得到的?？陀^證據(jù)（objective

28、evidence）The Role of Theory in Applied Marketing ResearchResearch Task Role of Theory 1. Conceptualizing and identifying key variables Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independen

29、t variables. 2. Operationalizing key variables Theoretical constructs (variables) can suggest independent and dependent variables naturally occurring in the real world. 3. Selecting a research design Causal or associative relationships suggested by the theory may indicate whether a causal or descrip

30、tive design should be adopted. 4. Selecting a sample The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the population (see Chapter 11). 5. Analyzing and interpreting data The theoretical framework (

31、and the models, research questions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results (see Chapter 14). 6. Integrating findings The findings obtained in the research project can be interpreted in the light of previous research and integrated

32、 with the existing body of knowledge. 2011/2/11ZHAODongyang Panzhihua University24The Role of Theory in Applied Marketing Research 理論在應用市場營銷研究中的作用2011/2/11ZHAODongyang Panzhihua University25研究任務(wù)研究任務(wù)理論的作用理論的作用概念化和識別關(guān)鍵的變量提供一個概念基礎(chǔ)和基于問題情境的基本過程的理解。這些過程將提出關(guān)鍵因變量和自變量。操作化關(guān)鍵變量理論上的構(gòu)念（變量）能夠提出在現(xiàn)實世界中自然產(chǎn)生的自變量和因變量。

33、選擇一個研究設(shè)計由理論提出的因果或關(guān)聯(lián)關(guān)系可以表明是否應通過因果或描述性的設(shè)計選擇樣本理論的框架在定義總體和為合格的被訪者、配額、總體分層提出變量可能有用的（參閱第 11 章）。分析和解釋數(shù)據(jù)理論框架 （模型、 研究問題和基于它的假設(shè)） 指導數(shù)據(jù)分析戰(zhàn)略的選擇和結(jié)果的解釋 （請參閱第 14 章）。整合研究結(jié)果在研究項目中取得的結(jié)果可以根據(jù)先前的研究解釋和與現(xiàn)有的知識結(jié)合起來。Models模型2011/2/11ZHAODongyang Panzhihua University26An analytical model is a set of variables and their interre

34、lationships designed to represent, in whole or in part, some real system or process. In verbal models, the variables and their relationships are stated in prose form. Such models may be mere restatements of the main tenets of a theory.分析模型是指用來表示實際系統(tǒng)或過程的整體或局部的一組變量及其相互關(guān)系。常見的有文字模型、圖示模型和數(shù)學模型。在文字模型里，變量及其

35、關(guān)系是通過文字形式來表述的。這種模型可能僅僅是對一個理論的一些主要原則的復述。Graphical Models圖示模型2011/2/11ZHAODongyang Panzhihua University27Graphical models are visual. They are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results.圖示模型是可視化的模型，他用來區(qū)分變量和說明關(guān)系，但他不能提供數(shù)字結(jié)構(gòu)。Awar

36、enessUnderstanding: EvaluationPreferencePatronage知曉了解：評估偏好惠顧Mathematical Models數(shù)學模型Mathematical models explicitly specify the relationships among variables, usually in equation form.數(shù)學模型數(shù)學模型可以詳細說明變量之間的關(guān)系，通常是用方程的形式。 Where y = degree of preference 偏好程度 xi 構(gòu)成選擇標準的商店惠顧因素 = model parameters to be estimat

37、ed statistically 需要進行統(tǒng)計估計得模型參數(shù) =+=niiixaay10aai,02011/2/11ZHAODongyang Panzhihua University28Development of Research Questions and Hypotheses提出研究問題和假設(shè)Components of the Marketing Research Problem營銷研究問題的組成部分Research Questions 研究問題Hypotheses 假設(shè)Objective/TheoreticalFrameworkAnalyticalModel2011/2/11ZHAOD

38、ongyang Panzhihua University29Fig. 2.4Research Questions and Hypotheses研究問題和假設(shè) 2011/2/11ZHAODongyang Panzhihua University30Research questions (RQs) are refined statements of the specific components of the problem. A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon

39、that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.研究問題是對具體組成部分的精煉陳述。假設(shè)是關(guān)于研究人員所感興趣的某個要素或現(xiàn)象的未經(jīng)證實的論述或推測。通常，假設(shè)是研究問題的一個可能的答案。假設(shè)是關(guān)于關(guān)系的論述或推測，而不僅僅是需要回答的問題。Department Store Project百貨商店項目2011/2/11ZHAODongyang Panzhihua University31RQ: Do the customers of

40、Sears exhibit store loyalty?H1: Customers who are store-loyal are less knowledgeable about the shopping environment.H2: Store-loyal customers are more risk-averse than are non-loyal customers. 研究問題：西爾斯的顧客會表現(xiàn)出對商店忠誠嗎？假設(shè)1：對商店忠誠的顧客對購物環(huán)境不是特別在意。假設(shè)2：對商店忠誠的顧客比不忠誠的顧客更傾向于規(guī)避風險。Department Store Project百貨商店項目Spe

41、cification of Information Needed確認所需信息確認所需信息2011/2/11ZHAODongyang Panzhihua University32Component 1The researcher identified the following factors as part of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service of store personnel,

42、 prices, convenience of location, layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection.內(nèi)容1研究人員確定下列因素作為選擇標準的一部分：商品質(zhì)量、商品的種類和分類、 退換貨政策、 商店人員的服務(wù)、 價格、 地理位置的便利性、 店鋪的布局、信用和支付政策。應該詢問被訪者對每個因素影響他們商店選擇的重要性評級。D

43、epartment Store Project百貨商店項目Specification of Information Needed確認所需確認所需信息信息2011/2/11ZHAODongyang Panzhihua University33Component 2The researcher identified nine department stores as competitors to Sears based on discussions with management. The respondents should be asked to evaluate Sears and its

44、nine competitors on the eight choice criteria factors. 研究人員依據(jù)與管理層的討論確定了9家百貨公司為西爾斯的競爭對手。應請調(diào)查對象就8個因素對西爾斯和他的9個競爭對手打分。Department Store ProjectComponent 316 different product categories were selected, including womens dresses, womens sportswear, lingerie and body fashion, junior merchandise, mens apparel

45、, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the 10 stores for each of the 16 product categories. 研究選中了16個不同的產(chǎn)品類別， 包括女士時裝、女士運動裝、女士內(nèi)衣、女士飾品、年輕人用品、男士服裝、化妝品、珠寶、鞋、被單、毛巾、家具、寢具和懸掛飾品。詢問調(diào)查對象是否在這10家商店購買這16種商品

46、中的每一種。Component 4No additional information needs to be obtained from the respondents.不需要從調(diào)查對象處獲得其他信息。2011/2/11ZHAODongyang Panzhihua University34Department Store Project2011/2/11ZHAODongyang Panzhihua University35Component 5Information should be obtained on the standard demographic characteristics a

47、nd the psychographic characteristics of store loyalty, credit use, appearance consciousness, and combining shopping with eating. 內(nèi)容5從調(diào)查對象處獲得標準的人口統(tǒng)計特征信息。選擇下列心理特征：商店忠誠度、信用情況、外觀意識以及購物與用餐的結(jié)合情況。Department Store Project2011/2/11ZHAODongyang Panzhihua University36研究問題的第5個組成部分是西爾斯顧客的心理特征。在關(guān)于心理特征的調(diào)查中，詢問以下有關(guān)西

48、爾斯顧客的研究問題：他們是否表現(xiàn)出對商店的忠誠？他們經(jīng)常使用信用卡嗎？同競爭對手的顧客相比，他們更注重服務(wù)人員的儀表嗎？他們是否將購物和在外用餐結(jié)合起來？通過定義變量和確定如何實際操作，進一步地精煉研究問題。例如，商店信用卡如何測量？可以通過下述4種方法中的任何一種來測量：顧客是否擁有一張西爾斯的信用卡？顧客是否使用西爾斯的信用卡？在某一特定的時期內(nèi)，信用卡使用的次數(shù)。在某一特定的時間內(nèi)，使用信用卡消費的總額。At United, Food Is Uniting the Airline with TravelersUnited Airlines, as other major airlines

49、, had to deal with passenger loyalty (management decision problem: how to attract more and more loyal passengers). The broad marketing research problem was to identify the factors that influence loyalty of airline travelers. 2011/2/11ZHAODongyang Panzhihua University37The basic answer is to improve

50、service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airline is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.At United, Food Is Uniting the Airline with Travelers2011/2/1

51、1ZHAODongyang Panzhihua University38A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, airlines offer the same schedules, the s

52、ame service, and the same fares.” Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution. At United, Food Is Uniting the Airline with Travelers2011/2/11ZHAODongyang Panzhihua University39Secondary data, like the J. D Power & Associates survey

53、on current and future trends in the airline food industry, indicated that food service is a major contributor to customers loyalty. This survey also emphasized the importance of food brands.At United, Food Is Uniting the Airline with Travelers2011/2/11ZHAODongyang Panzhihua University40The airlines Marketrak survey told United Airlines that customers wanted more varied and up-to-date food.” The f