國(guó)外原配套市場(chǎng)營(yíng)銷調(diào)研MarkeingResearch

PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyChapter3SpecifyingtheMarketingResearchProcessChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatgoodresearchrequiresgoodthinkingUnderstandthatnothingisaspracticalasagoodtheoryShowhowabroadresearchapproachisnarrowedintospecificmarketresearchquestionsDescribetheprocessestheresearchercarriesouttounderstandthecontextandhowtoapproachthemarketresearchproblemChapterObjectives(continued)UnderstandtheusefulnessofhypothesesaboutthemarketresearchproblemAppreciatetheimportanceofclearlyspecifyingtheinformationneededanditsrelationshiptotheresearchobjectivesDemonstratehowtospecifypractical,measurableandachievableresearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryTheApproachtoSpecifyingtheMarketingResearchObjectivesTodevelopaneffectiveandefficientresearchdesigntheresearchmustchoosethebasisonwhichtoexamtheproblemThisapproachistheoverallparadigm:AnoverallandfundamentalbasisonwhichasituationcanbeconsideredandanalysedConfidenceneededthatitisareasonablesetofassumptionswithwhichtoguidetheformulationoftheresearchobjectivesandtheresearchdesignmethodologyInconsumerbehaviourstudiesthebasicparadigmcouldbethatthebehaviourisrational,consciousdecisionmakingandnotbasedonrandomsubconsciousbehaviourTheApproachtoSpecifyingtheMarketingResearchObjectivesTaskstheresearchermayundertake:EstablishobjectivesandtheoreticalframeworkDevelopconceptualandanalyticalmodelsSettheresearchquestionsSpecifyappropriatehypothesesTheApproachtoSpecifyingtheMarketingResearchObjectivesIntheprocessofdevelopingaconceptualapproachandparadigmtherearefourimportantoutputsfortheresearchdesign:ListofresearchquestionsSpecificationofthenecessaryinformationProjectscopeResearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryEstablishingObjectiveTheoreticalFoundationsResearchshouldbebasedonobjectiveevidenceandsupportedbytheoryTheory:AconceptualschemebasedonfoundationalstatementscalledaxiomsthatareassumedtobetrueShouldbeobjectiveNotbeinfluencedbypre-conceivedorbiasedperspectivesShouldnotbiastheresultsEstablishingObjectiveTheoreticalFoundationsObjectiveevidenceisgatheredbycompilingrelevantfindingsfromsecondarysources––pastresearch,marketingplansandcommunicationstrategiesResearchersshouldrelyupontheorytodeterminewhichfactorstoinvestigatePastresearchontheorydevelopmentandtestingprovideimportantguidelinesfordeterminingtherelationshipbetweenfactorsTheoryfromreviewofacademicliteratureinbooks,journalsandmonographsEstablishingObjectiveTheoreticalFoundationsTheoreticalconsiderationsimportantto:OperationalisingandmeasuringfactorsSelectionofresearchdesignandsamplingOrganiseandinterpretfindingsConsiderableeffortshouldbeexpendedonestablishingthetheoryIfresearcherneglectstheorymorelikelyto:MisunderstanddataMisinterpretfindingsBeunabletointegratefindingswithpreviousfindingsbyothersNothingissopracticalasagoodtheoryEstablishingObjectiveTheoreticalFoundationsTheroletheoryplaysinvariousmarketingresearchphasesissummarisedasfollows:EstablishingObjectiveTheoreticalFoundationsTheoryplaysroleinbasicresearchbutrequirescreativityastheorymaynotadequatelyspecifytherealworldcaseTheoriesareincomplete:NeedtoidentifyotherfactorspertinenttothemarketingsituationStudentsaredirectedtoExample3.1andFig3.2(pp.81-2)foranillustrationhowpreviousresearch,whichestablishedthetheoreticalframework,providedasolidbaseonwhichtodevelopnewwaystothinkconceptuallyConductingtheLiteratureReviewReviewingbackgroundliteratureimportantReviewisboth:Active–searchingfortopicsrelevanttoproblemathandPassive––ongoingtokeepuptodatewithcurrentviews,etcStudentsaredirectedtoExample3.3andFig3.3(pp.83-4)foranillustrationhowaliteraturereviewhelpedshaperesearchdesign/informationcollectedDevelopingConceptualandAnalyticalModelsMarketresearchhasborrowedfromscientificmethodwhichisAtheory-to-proofmethodofdiscoverythatinvolvesastep-by-step,logical,organisedandrigorousapproachtounderstandingandsolvingproblemsConceptualisationisaboutestablishingrelationshipsbetweenfactors(variables)inananalyticalmodelConstructsareintangiblefactorswhicharenotreadilyobservableinthemselvesbutarethoughttobeimportantTwowaystogatherknowledge:InductiveapproachAmethodthattakesextensiveobservationthendrawsconclusionsDeductiveapproachAmethodthattheorisesfromexistingdataandthensetsouttoprovethetheorybasedonhypothesisandexperimentationInductionandDeductionDeductiveapproachstartswiththetheoryInductiveapproachstartswiththeinformationMODERATINGVARIABLESHypothetico-DeductiveMethodProvidesascientificapproachtoformulatingatheoreticalframeworkMODERATINGVARIABLESAlterthemannerandintensityoftherelationshipbetweentheindependent,intervening,anddependentvariablesINDEPENDENTVARIABLESTheprimaryfactorsorcontrollablevariablesINTERVENINGVARIABLESInterveningtheoreticalconstructsorconsequenceswhicharepartofthecause-and-effectrelationshipDEPENDENTVARIABLESPrimaryeffectsoroutcomesFig3.4IndependentvariablesVariablesthataremanipulatedbytheexperimenterandwhoseeffectsaremeasuredandcomparedDependentvariablesVariablesthatmeasuretheeffectoftheindependentvariablesonthetestunitsModeratingvariablesVariablesthatchangeoralterthenaturalinfluencetheindependentvariablehasonthedependentvariableInterveningvariablesVariablethatareintermediariesgeneratedbytheindependentvariableandhavingadefinableeffectonthedependentvariableHypothetico-DeductiveMethodAnexplicitspecificationofasetofvariablesandtheirinterrelationshipsdesignedtorepresentsomerealsystemorprocessinwholeorinpartVerbalModelProvidesawrittenrepresentationoftherelationshipsamongvariablesGraphicalModelProvidesavisualpictureoftherelationshipsamongvariablesMathematicalModelExplicitlydescribestherelationshipsamongvariables,usuallyinequationformAnalyticalModelsAnalyticalModelsSettingtheMarketingResearchQuestionsMRQsarerefinedstatementsofthespecificcomponentsoftheproblemEachcomponentmaybebrokendownintosubcomponentsorresearchquestionsResearchquestionsaskwhatspecificisrequiredResearchquestionsguidedby:ProblemdefinitionTheoreticalframeworkProposedanalyticalmodelSettingtheMarketingResearchQuestionsForexample:Forasurveyofshoppers:Dotheyexhibitloyaltytobrandsandstores?Aretheyimpulsiveshopperswhomakeimmediatepurchasesoncredit?Aretheymoreconsciousofpersonalappearancethancustomersofcompetingstores?Aretheyprice-consciousshoppers?Aretheyhabitual‘windowshoppers’whoenjoytheshoppingexperience?Isshoppingatotalexperience,includingshoppingwithfriendsoreatingoutwhileshopping?ResearchquestionscanberefinedtooneormorehypothesesSpecifyingAppropriateHypothesesHypothesis:UnprovenstatementorpropositionaboutafactororphenomenonTheyaremorethanjustquestionsMaybetentativestatementabouttherelationshipsbetweenfactorsinthetheoreticalframeworkoranalyticalmodelItsuggestsbothdependentandindependentvariablesfortheresearchdesignFig3.5DevelopmentofResearchQuestionsandHypothesesHypothesis:ProvidesguidelinesforwhatandhowdataaretobecollectedandanalysedNottobeconfusedwithastatisticalhypothesisMarketingResearchProblemResearchQuestionsHypothesesObjective/TheoreticalFrameworkAnalyticalModelSettingtheScopeoftheProjectInvolveslookingatthebroadandspecificcomponentsoftheprojectBroadnatureprovidesoverallcontext–anylimitswillbegintodefinethescopeSpecificcomponentsservetolimittheextentoftheresearchThosetobemeasuredarederivedfromthepurposeofthestudyandtheenvironmentalcontextIssuemaybepurchasenotconsumptionsobroadcontextrequiresinformationfromthehouseholdpurchaseIssuemayapplytocertaingeographicregionssothestudywouldbelimitedtothemDescribingtheInformationRequiredInformationlistshouldfollowfromdefiningtheproblemanddevelopingtheresearchapproachAguidetothisinformationiswhatcharacteristicsshouldbeaddressedinthesurveyinstrumentThereisnoonebestapproachforidentifyingrelevantcharacteristicsToensuretheinformationaddressesallcomponentsoftheproblemasetofdummytablesshouldbepreparedDescribingtheInformationRequiredDummytable:Blank––cataloguesdataDescribeshowanalysiswillbestructuredForcesspecificityofinformationdetailAlternativeistoworkbackwardsAlternativeApproachReferredtoasBackwardMarketResearchDeterminehowresultswillbeimplementedDecidereportcontent&appearanceSpecifyrequiredanalysisDeterminedataneededforanalysisChecksecondarysourcesDesigninstrument&samplingplantofilldatagapsConductfieldworkDoanalysisNB:Marketresearchisnotalwaysasequentialprocess––thereisfeedbackbetweenthevariousstepsDescribingtheInformationRequiredEachmarketingresearchproblemislikelytorequirethegenerationofuniqueinformation––invariablythefollowingaregathered:ConsumerdemographicandsocioeconomiccharacteristicsPsychographicandlifestylesPersonalityvariablesMotivationsKnowledgePastbehaviourAttitudesandopinionsIntentionsRefertoResearchinPractice3.1p.91foranillustrationofresearchquestionsandhypothesesSpecifyingtheMarketingResearchObjectives(MROs)MROs:NeedtobeclearlydefinedandmeasurableSpecifyexactlywhatinformationshouldbeobtainedfordecisionmakingResearchobjectivesarecriticaltonextstep––formulatingresearchdesignTheprocessofdevelopingtheMROsmayrefinetheresearchproblemandsuggestnewdecisionsarewarrantedWhenproperlydevelopedgoodobjectivesmaketheconstructionofthequestionnaireorgroupdiscussiontopicguiderelativelyeasierTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryChoosingtheBestApproachOftenmorethanonegoodapproachNoapproachperfectCreativityandingenuityneededforanapproachthatwillyieldinformationfordecisionmaking:EffectivelyEfficientlyRefertoTable3.3p.93foranexampleofhowtoprogressfrombusinessobjectivestoresearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryInternationalMarketingResearchPeoplehaveperceptions,motivations,attitudesandbeliefsTherearesocioculturaldifferencesHowdoWesterntheoriesfitinlessdevelopedcountries?Differentattitudeto“time”TopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummarySummarySpecifyingMROsisthe3rdstepinthemarketingresearchprocess–followsdefinitionofthemarketingresearchproblemTospecifymeasurableMROs:Establishobjective/theoreticalframeworkDevelopconceptual/analyticalmodelsSetresearchquestionsSpecifyhypothesesConsiderscopeandrelevantcharacteristicsDescribenatureofinformationneededLeadstothecriticaloutput–thedefinitionandspecificationofMROsSummary(continued)ApproachshouldbebasedonobjectiveorempiricalevidenceandgroundedintheoryRelationshipsbetweenvariables,factorsandconstructsmaybesummarisedinanalyticalmodel:VerbalGraphicalMathematicalStatethebroadscopeandrelevantfactorsdescribedMarketingresearchquestions:ArerefinedstatementsofthecomponentsoftheproblemGuidethespecificinformationforthecomponentsSummary(continued)Researchquestions:MayberefinedintohypothesesThenstatedasMROsDummytablesarejustonetooltoensurerequireddataarecollectedInformationrequired:Endproductofthisprocess:ResearchdesignQuestionnaireand/ortopicguideforqualitativeresearch9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃葉葉樹，燈下下白頭人。。。02:54:2402:54:2402:541/5/20232:54:24AM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。1月-2302:54:2402:54Jan-2305-Jan-2312、故人人江海海別，，幾度度隔山山川。。。02:54:2402:54:2402:54Thursday,January5,202313、乍乍見見翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問問年年。。。。1月月-231月月-2302:54:2402:54:24January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國(guó)見青青山。。05一月20232:54:24上午02:54:241月-2315、比不了得得就不比，，得不到的的就不要。。。。一月232:54上上午1月-2302:54January5,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/52:54:2402:54:2405January202317、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。2:54:24上上午2:54上上午02:54:241月-239、沒有有失敗敗，只只有暫暫時(shí)停停止成成功！！。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。02:54:2402:54:2402:541/5/20232:54:24AM11、成功就是日日復(fù)一日那一一點(diǎn)點(diǎn)