【正文】 n Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 40 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 44 Examining the Environmental Context ? Exploratory qualitative research – provides understanding of client’s business and industry – factors needing consideration: ? Past information and business industry forecasts ? Firm resources and constraints ? Firm’s and decision makers’ objectives Trends with respect to sales, market share, profitability, technology etc Constraints could be time, client firm’s personnel, the client’s culture etc Constraints could be time, client firm’s personnel, the client’s culture etc – conflicts possible Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 48 ? Interaction between the DM and the researcher should be characterised by the seven Cs: ? Communication ? Cooperation ? Confidence ? Candour ? Closeness ? Continuity ? Creativity Problem/Opportunity Audit (continued) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 52 Topic ? What is marketing research? ? History of marketing research ? Research for management decision problem ? Careers in marketing research ? Marketing research process ? Defining the management decision problem ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1以我獨沈久，愧君相見頻。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1比不了得就不比，得不到的就不要。 下午 6時 27分 6秒 下午 6時 27分 18:27: ? 沒有失敗，只有暫時停止成功！。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1不知香積寺，數里入云峰。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1越是沒有本領的就越加自命不凡。 :27:0618:27:06February 4, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 下午 6時 27分 6秒 下午 6時 27分 18:27: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴 。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1業(yè)余生活要有意義，不要越軌。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1知人者智，自知者明。 下午 6時 27分 6秒 下午 6時 27分 18:27: ? 楊柳散和風，青山澹吾慮。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1楚塞三湘接，荊門九派通。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1成功就是日復一日那一點點小小努力的積累。 2023年 2月 下午 6時 27分 :27February 4, 2023 ? 1行動出成果，工作出財富。 18:27:0618:27:0618:27Saturday, February 4, 2023 ? 1乍見翻疑夢，相悲各問年。 2023 Pearson Education Australia 54 ? 靜夜四無鄰，荒居舊業(yè)貧。 2023 Pearson Education Australia 50 International Marketing Research ? Foreign markets may appear attractive but need to consider: ? Economic conditions ? Consumer behaviour and tastes ? “Red tape” ? More plex than conducting domestic research ? Globalisation requires understanding of differences between countries ? Despite plexity international marketing research expected to grow at a faster rate than domestic marketing research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 46 Problem/Opportunity Audit ? Distinction between problem and opportunity not always clearcut but someone almost always has to make a decision ? Problem audit is a prehensive examination of a marketing problem to understand its origin and nature ? Entails discussion with decision maker (DM) on, eg : ? Events/history, alternative course of action open to DM, information required, how information is to be used, etc Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 42 Tasks Involved in Defining the Problem ? Tasks involved include: ? Collecting background information ? Examining the environmental context ? Conducting a problem/opportunity audit Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 38 Research Inputs and Business Outputs ? Managerial perspective of the outputs from the marketing research process is a major focus of each step in the research process ? Two important out puts are: ? Research brief ? Research proposal Document describing the business decision problem and the expectations of a research design to collect information to make the decision Official layout of the planned research activity, describing the research pr