2022年marketing-research市場調(diào)研總復(fù)習(xí)

1、Research process 1. Clearly define the clients problem the overall objective s or purpose for doing the research and obtain the clientagreement to the definition. 2. Define the research problem- the over tasks of the research Problem: Management decision problem Marketing research problem 其次講 市場調(diào)研過程

2、治理決策問題與營銷討論問題治理決策問題 營銷討論問題是否應(yīng)當引進新產(chǎn)品？針對提議的新產(chǎn)品確定消費者偏 好和購買傾向如何奪回市場份額？是否應(yīng)當轉(zhuǎn)變廣告活動？調(diào)整現(xiàn)有產(chǎn)品推出新產(chǎn)品轉(zhuǎn)變現(xiàn)有產(chǎn)品組合細分標準確定現(xiàn)有廣告成效按競爭對手降價的程度降價如何應(yīng)對競爭對手的領(lǐng)先降價？3. Do some preliminary research 謝絕拷貝 宋思根preliminary thinking to improve your understanding of the situation 4. Write the reseach objectives 按調(diào)研功能分： Exploratory resear

3、ch Designed to throw light on a problem or the situation around it Secondary data The sources of secondary data inernal p118 4.1 & external p119 4.2 Descriptive research Designed to provide a description of the situation I,Cross-sectional research . Where information is collected once only from a sa

4、mple of a populatio . Typical market research survey, e.g. advertising recall survey II,Longitudinal researchpanel & tracking Where the same sample is measured two or more times over a period-e.g. employee opinion surveys III,Survey . Research where information is gathered by communicating with resp

5、ondents through interviews or survey forms: e.g. brand purchase preference IV,Observational . Research where all types of information is gathered without communication with the respondent: e.g. people meters, traffic counters, bar code scanners, observing people Causal research- experimental researc

6、h types p69 Designed to investigate the cause and effect relationship between two variables Omnibus research （不重要）第一講 導(dǎo)論探干脆調(diào)研、描述性調(diào)研與因果性調(diào)研的區(qū)分項目探干脆調(diào)研描述性調(diào)研因果性調(diào)研目標發(fā)覺新想法和觀點描述市場的特點 確定因果關(guān)系或功能特點敏捷多變預(yù)先表述特定的假設(shè) 掌握一個或幾個變量方法通常是整個討論預(yù)先方案好的結(jié)構(gòu)化掌握其他變量宋思根的起始的設(shè)計 試驗法 專家調(diào)查二手數(shù)據(jù) 預(yù)調(diào)查調(diào)查法二手數(shù)據(jù)分析固定樣本組定性討論 觀看數(shù)據(jù)和其他數(shù)據(jù)謝絕拷貝第三講 探干脆調(diào)研

7、探干脆、描述性和因果性調(diào)研的舉例調(diào)研目的調(diào)研問題調(diào)研假設(shè)探干脆調(diào)研導(dǎo)致顧客不滿的本質(zhì)是什么？產(chǎn)品形象的非人格化我們的服務(wù)怎樣才能得到改進？應(yīng)當開發(fā)什么的新產(chǎn)品？為同學(xué)供應(yīng)的午餐方法有哪些？盒裝午餐比其他形式好描述性調(diào)研新產(chǎn)品該如何分銷？現(xiàn)在顧客在哪兒購買同類產(chǎn)品？高收入者到專業(yè)店,中等收入者到百貨商店因果性調(diào)研服務(wù)人員的人數(shù)與營業(yè)收入小型組織中,增加不增加服務(wù)人員的數(shù)量是否能帶來利潤？之間是什么關(guān)系？到 50的服務(wù)人員,邊際收入大于邊際成本謝絕拷貝 宋思根按猜測性質(zhì)分：Qualitative research 定性討論 focus grounp;depth interview Quantita

8、tive research（定量討論）Qualitative Quantitative Much probing Little probing Used for exploratory Used to obtain descriiptive data Small sample Large sample Large data from Small data from respondents respondents Flexible Formal, inflexible -focus group -Survey -depth interview -Observational 5. Decide h

9、ow to the data will be collected,choose an appropriate sampling method and design the sample and the other necessary components The main survey data collection methodsp260 7.10 1. face to face. Door to doorin-home Central location Executive interview 2. by telephone CATI CATS 3. self-administered Ma

10、iled out Hard-copy Sent/returned by fax On internet CAPI Sample Process: Define the population - Take a sample or a census. Use a probability sample or a non-probability sample method Select the sampling When is it better to use a census. 1,the population is small 2,the research finding would be ser

11、iously distorted if some elements of the population were excluded.if that occurred, the cost of making a sampling error would be very high. Benefits of a sample over a censusp272 8.2 1.Costs less 2.Takes less time 3.Data are sometimes wanted quickly 4.Fewer mistakes are likely 5.A more detailed stud

12、y is possible 6.The elements may be destroyed by the 7.research process. The types of sample p274 8.3 Probability Simple random sample ; systematic sample ; stratified sample ; cluster samplesingle stage&multi-stage Non-probability convenience sample ; judgment sample ; quota sample ; snowball sampl

13、e Questionaire 問卷的目標 問題必需精確全面反映所需信息； 受訪者能夠懂得并情愿回答疑題； 問卷應(yīng)盡量便利調(diào)查過程的實施； 問卷設(shè)計要將回答者誤差降至最低；問題設(shè)計形式6. Collect the data 7. Analyse and interpret the data 8. Write the report Proposal 1. Cover page The name of the client The name and address of the research company The title of the project The date 2. Introdu

14、ction 3. List of the main issues 4. Research objectives 5. Definition if the respondents 6. Data collection method that is recommended 7. Size of the sample 8. Sample location 9. Recommended sampling method 10. Timeframe for the project 11. Fee quotation 12. The researchers credentials13. The expect

15、ed outcome or benefit to the client Report 1. Cover page 2. Table of contents 3. Introduction 4. Executive summary Executive summary is included for the benefit of the reader who have no need for ,or interest in,the detailed findings and explanations5. Research objectives 6. Research design The survey population,the methods used for interviewing and