当代市场调研10E全套配套课件中英文PPTch03.ppt 26页

3-1ChapterThree 3-21.Recognizetheproblemoropportunity2.Findoutwhytheinformationisbeingsought3.Understandthedecisionmakingenvironment4.UsethesymptomstohelpclarifytheproblemCantheproblembecomeopportunity?Anysuspectmotives?Examinecultural&bureaucracyissuesDeterminecause&effectrelationshipsTheProblemDefinitionProcessKeyTerms&Definitions 3-35.Translatemanagementproblemtomarketingresearchproblem6.Determinewhethertheinformationalreadyexists7.Determinewhetherthequestioncanbeanswered8.StatetheresearchobjectivesManagementsupportiskeyHaveyouresearchedotherresearch?Aretheobjectivesclearandrealistic?IncludetimetableandresponsiblepartyTheProblemDefinitionProcessKeyTerms&Definitions 3-4PurposesDefineTermsClarifyProblemsDevelopTheoriesEstablishPrioritiesGainGeneralInformationPreliminaryresearchconductedtoincreaseunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.ExploratoryStudiesDefinedTheDecision-MakingEnvironmentKeyTerms&Definitions 3-5AResearchHypothesis:Aconjecturalstatementaboutarelationshipbetweentwoormorevariablesthatcanbetestedwithempiricaldata.Aclaim,orargumentaboutyourtheoryofwhatiscausing“X”thatyouwillresearchtoproveordisprove:“Salesaredecliningbecauseofcompetition”AResearchQuestion:Questioningwhattheresearcherwantstolearn–withoutmakingaclaimaboutwhatmightbecausingtheissueathand.“Wedon’tknowwhysalesaredeclining,solet’sresearchtheproblemtofindout.”ResearchHypothesisvs.ResearchQuestionKeyTerms&Definitions 3-6TheMarketingResearchProcessAnOverviewKeyTerms&Definitions 3-71.Problemdefinitionandstatementofobjectives2.Creationoftheresearchdesign3.Choiceofresearchmethod4.Samplingsection/planDoesitinvolvehypothesisorjustastatement?Exploratory,descriptive,casual,planning,implementing,controllingPrimary/secondary–survey,focusgroups,experiments,etc.Probabilityvs.non-probability,samplesizeTheMarketingResearchProcessKeyTerms&Definitions 3-85.Datacollection6.Dataanalysis7.Writeandpresenttheresearchreport8.Follow-upPersonal,telephone,mail,internet,etc.Level&scopemustbedeterminedearlyDetermineformat,font,layout,PPTs,etc.Wererecommendationsfollowed?Ismoreresearchneeded?TheMarketingResearchProcess,ContinuedKeyTerms&Definitions 3-9MarketingResearchProblemAstatementspecifyingthetypeofinformationneededbythedecisionmakertohelpsolvethemanagementdecisionproblemandhowthatinformationcanbeobtainedefficientlyandeffectively.Agoalstatementdefiningthespecificinformationneededtosolvethemarketingresearchproblem.Astatementspecifyingthetypeofmanagerialactionrequiredtosolvetheproblem.1.FromaManagementProblemtoaMarketingResearchProblemMakingtheTransitionKeyTerms&DefinitionsManagementDecisionProblemMarketingResearchObjectiveMarketingResearchProblem 3-10“Theplantobefollowedtoanswerthemarketingresearchobjectives.”Itisthedetailedblueprintusedtoguidetheresearchstudytowardsitsobjectivesincludingwhatandhowyouwillconducttheresearchstudy.2.MarketingResearchDesignKeyTerms&Definitions 3-11SecondaryDataCrosssectionalSurveysLongitudinalSurveysStatisticalDataAnalysisConfirmTheoriesBrandLoyaltyMeasureDescribesPopulationBuildCustomerProfileGainSpecificInformationDescriptiveresearchstudiesanswerthe,whowhat,where,whenandhowquestions.Itisusedwhenonewantstogainabetterunderstandingofthespecificsordetailstheresearchissue.DescriptiveStudiesDefinedPurposeKeyMethods2a.DescriptiveResearchStudiesMarketingResearchDesign,ContinuedKeyTerms&Definitions 3-12CrossSectionalSurveys:Areonetimesnapshotsofpopulation;Usethesamesurvey&differentsample.LongitudinalSurveys:Identifymarkettrends;Usethesamesurvey&samesample;Usetrackingpanels&groups.DescriptiveResearchStudiesMarketingResearchDesign,ContinuedKeyTerms&Definitions 3-13CausalStudiesDefinedPurposeKeyMethodsResearchstudiesthatexaminewhetherthevalueofonevariablecausesordeterminesthevalueofanothervariable.ConfirmTheoriesIdentifyCause&EffectRelationshipsAmongVariablesSurveysExperimentsTimeSequenceSecondaryDataSystematicElimination2b.CausalResearchStudiesMarketingResearchDesign,ContinuedKeyTerms&Definitions 3-14DependentVariable:Asymbolorconceptexpectedtobeexplainedorinfluencedbytheindependentvariable.Oneaffectsthedependentvariablebymanipulatingtheindependentvariabledeemedtobeassociatedwiththedependentvariable.IndependentVariable:Asymbolorconceptoverwhichtheresearchhassomecontrolandthatishypothesizedtocauseorinfluencethedependentvariable.CausalResearchMarketingResearchDesign,ContinuedKeyTerms&Definitions 3-15CausalResearchMarketingResearchDesign,ContinuedConcomitantVariation:Thedegreetowhichapresumedcauseandapresumedeffectoccurorvarytogether.TemporalSequence:Anappropriatecausalorderofevents.SpuriousAssociation:Arelationshipbetweenapresumedcauseandapresumedeffectthatoccursasaresultofanunexaminedvariableorsetofvariables.KeyTerms&DefinitionsKeyRequirementstoDemonstrateCausation 3-16SurveyResearch:Researchinwhichsurveys(personal,telephone,mailorInternet)areusedtoobtainfacts,opinions,andattitudesfromrespondents.ObservationResearch:Typicallydescriptiveresearchthatmonitorsrespondents’actionswithoutdirectinteraction.Experiments:Researchtomeasurecausality,inwhichtheresearcherchangesoneormoreindependentvariablesandobservestheeffectofthechangesonthedependent.OtherQualitativeResearch:Researchsuchasfocusgroups,secondarydataanalyses,andcasestudies.3.ChoosingaResearchMethodKeyTerms&Definitions 3-17ProbabilitySampling:Asubsetofthepopulationthatcanbeassumedtobearepresentativecrosssectionofthepopulationbecauseeveryelementinthepopulationhasaknownnon-zerochanceofbeingselected.NonprobabilitySampling:Asubsetofthepopulationinwhichthechancesofselectionforthevariouselementsinthepopulationarenotpreciselyknown.4.SamplingProcedureTwoBasicTypesandSizeKeyTerms&DefinitionsSampleSize:Howmanyareneededtointervieworobserve? SurveyInterviewerInpersontelephoneNointerviewerMailInternetObservationInpersonMachineExperiments5.CollectingtheData3-18KeyTerms&Definitions 3-19DataAnalysis:Useavarietyofquantitativeandqualitativeanalyticaltechniques.Interpretanddrawconclusionsfromthemassofcollecteddata.6.AnalysisoftheDataKeyTerms&Definitions JudgingtheQualityofaReportUsingtheInternettoDisseminateReportsPrepareawrittenandoralpresentationtoincludetheresearchobjectives,methodology,keyfindings,limitations,acknowledgements,conclusion,andrecommendations.7.WritingandPresentingtheReport3-20KeyTerms&Definitions Willthefindingsbeused?Whywilltheybeusedorwhynot?Itisbesttominimizeanyconflictbetweenthemarketingdepartmentandotherdepartmentsintheorganization.8.FollowUp3-21KeyTerms&Definitions 3-22TheResearchRequestItIncludes:Action-DecisionmakersdeterminewhatactionwillresultfromtheresearchOrigin-Clarify/statetheoriginoftheproblemthatnecessitatedtheresearchInformation-DecisionmakershoulddetailquestionstobeansweredUse-HoweachpieceoftheresearchwillbeusedshouldbedetailedTargeting-DeterminewhichgroupswillbetargetedfortheresearchLogistics-Determinehowtheresearchwillbedone-time&budgetarekeyComments-AdditionalinformationthatisrelevanttotheprojectAninternaldocumentusedbylargeorganizationsthatdescribesapotentialresearchproject,itsbenefitstotheorganization,andestimatedcosts;itmustbeformallyapprovedbeforearesearchprojectcanbegin.KeyTerms&Definitions 3-23TheRequestforProposal(RFP)Asolicitationsenttomarketingresearchsuppliersinvitingthemtosubmitaformalproposal,includingabid.ItIncludes:ThebackgroundoftheresearchproblemorissueThegoalsandobjectivesofthehiringfirmThemethodologythefirmwantsyoutofollow-sometimeswithyourinputThescopeandtimetableoftheworktobeperformedThetotalprojectcostInstructionslikethereportformat,whethertheywantyoutopresentit,etc.KeyTerms&Definitions IncludestheFollowing:TitlePageStatementoftheResearchObjectivesStudyDesignAreasofQuestioningDataAnalysisMarketingResearchProposalPersonnelInvolvedSpecificationsandAssumptionsServicesCostTiming3-24KeyTerms&Definitions 3-25TheBenefitsofaResearchProposalKeyTerms&Definitions 3-26KeyTerms&DefinitionsOpportunityIdentificationSituationAnalysisExploratoryResearchExperienceSurveysCaseAnalysisMarketingResearchProblemMarketingResearchObjectiveManagementDecisionProblemHypothesisTheMarketingResearchProcessResearchDesignDescriptiveStudiesCross-Sectionvs.LongitudinalCasualStudiesDependentVariableIndependentVariableTemporalSequenceConcomitantVariationSpuriousAssociationSurveyResearchObservationResearchExperimentsProbabilitySampleNonprobabilitySampleResearchRequestRequestforProposalResearchProposalLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&Definitions