市場營銷副本PPT學(xué)習(xí)教案

1、市場營銷副本市場營銷副本第1頁/共54頁第2頁/共54頁第3頁/共54頁第4頁/共54頁Marketing Information & Customer Marketing Information & Customer InsightsInsights第5頁/共54頁Customer InsightsMarketing Information & Customer Marketing Information & Customer InsightsInsights第6頁/共54頁第7頁/共54頁第8頁/共54頁第9頁/共54頁第10頁/共54頁ExamplesTechnologyData Poi

2、nt-of-sale transactions銷售點交易記錄銷售點交易記錄Database, Database Management System (DBMS) InformationSales Revenue( (銷售收入銷售收入) )Sales Volume( (銷售量銷售量) )Database, DBMSData WarehousingKnowledgePurchasing Patterns( (采購模式采購模式),), etc.Data Warehousing, Data Mining第11頁/共54頁Assessing information needs評估信息需求Developi

3、ng needed information開發(fā)所需信息Distributing & using information分析和運用營銷信息Analyzing needed information分析所需信息Developing Marketing InformationDeveloping Marketing InformationSteps in the Marketing Research Process市場調(diào)查步驟第12頁/共54頁第13頁/共54頁第14頁/共54頁Users NeedsMIS Offerings第15頁/共54頁第16頁/共54頁Internal dataMarketi

4、ng intelligenceMarketing research第17頁/共54頁( (聯(lián)機分析處理聯(lián)機分析處理).).lNot meant for current, live data. 第18頁/共54頁第19頁/共54頁Internal dataMarketing intelligenceMarketing research第20頁/共54頁第21頁/共54頁第22頁/共54頁第23頁/共54頁Internal dataMarketing intelligenceMarketing research第24頁/共54頁Defining the problem and research o

5、bjectives確定問題和調(diào)研目標(biāo)Developing the research plan for collecting information制定調(diào)研計劃Implementing the research plan執(zhí)行調(diào)研計劃Interpreting and reporting the findings解釋和報告調(diào)研結(jié)果第25頁/共54頁needs, refine ideas before developing any hypothesis!第26頁/共54頁第27頁/共54頁第28頁/共54頁第29頁/共54頁AdvantagesCostSpeedCould not get data o

6、therwiseDisadvantagesCurrentRelevantAccuracyImpartial第30頁/共54頁第31頁/共54頁Planning Primary Data CollectionResearch approachesContact methodsSampling planResearch instruments第32頁/共54頁Research Approaches調(diào)研方法調(diào)研方法Contact Methods接觸方法接觸方法Sampling Plan抽樣計劃抽樣計劃Research Instruments調(diào)研工具調(diào)研工具Observations觀察法Mail 郵寄

7、Sampling unit抽樣單位Questionnaire 問卷Survey 調(diào)查法Telephone 電話Sample size抽樣規(guī)模Mechanical instruments儀器Experiment實驗法 Personal個人Sampling procedure抽樣程序Online 網(wǎng)絡(luò)第33頁/共54頁their natural environment第34頁/共54頁第35頁/共54頁第36頁/共54頁第37頁/共54頁Online marketing researchInternet surveysOnline panelsOnline experimentsClick-str

8、eam dataOnline focus groups第38頁/共54頁Advantages Low cost Speed Higher response rates Good for hard to reach groups第39頁/共54頁Mail Telephone Personal Online Flexibility Poor Good Excellent Good Quantity of data that can be collectedGood Fair Excellent Good Control of interviewer effectsExcellent Fair Po

9、or Fair Control of sampleFair Excellent Fair Poor Speed of data collectionPoor Excellent Good Excellent Response rateFair Good Good Good Cost Good Fair Poor Excellent 第40頁/共54頁lHow should the people be chosen?抽樣過程抽樣過程第41頁/共54頁Probability Sample 概率抽樣概率抽樣Simple random sample簡單隨機抽樣Every member of the p

10、opulation has a known and equal chance of selection. Stratified random sample分層隨機抽樣The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. Cluster (area) sample分群（地區(qū)）隨機抽樣The population is divided into mutually exclusive groups (suc

11、h as blocks), and the researcher draws a sample of the groups to interview. Nonprobability Sample 非概率抽樣非概率抽樣Convenience sample任意抽樣The researcher selects the easiest population members from which to obtain information. Judgment sample判定抽樣The researcher uses his/her judgment to select population membe

12、rs who are good prospects for accurate information. The researcher finds and interviews a prescribed number of people in each of several categories.第42頁/共54頁Questionnaires Most common Administered in person, by phone, or online Flexible Research must be careful with wording and ordering of questions第43頁/共54頁lUseful in exploratory research第44頁/共54頁Management problemResearch objectivesInformation neededHow the results will help management decisionsBudget第45頁/共54頁第46頁/共54頁statistical techniques. 第47頁/共54頁第48頁/共54頁第49頁/共54