世界行銷(xiāo)講座之經(jīng)營(yíng)環(huán)境分析(文件)
【正文】 tudies, and ethnographies. ? Secondary research: an examination of research already conducted by others, and other sources of external information. ? Statistics Canada’s Market Research Handbook is a good source of information, as are bank web sites, and marketing research associations. ? It is better to find out what is available before deciding to conduct one’s own research, to save time and money. 8 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Consumer interviews: oneonone discussions between a consumer and a researcher. These interviews can be more indepth than telephone surveys and allow for probing further into subject areas. ? Focus group: a productoriented discussion conducted among a small group of consumers led by a trained moderator. ? Focus groups are used extensively by the advertising industry to develop munications strategy and test ideas. ? Focus groups are fast ways to collect information and benefit from the group atmosphere, however, they must be used with caution as the results are not necessarily representative of the overall population researchers are interested in. 9 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Projective techniques: tests that marketers use to explore people’s underlying feelings about a product, especially appropriate when consumers are unable or unwilling to express their true reactions. ? The difficulty in using projective techniques es in interpreting the results, which is very subjective. ? Case study: a prehensive examination of a particular firm or anization. ? Ethnography: a detailed report on observations of people in their own homes or munities. 10 Marketing: Real People, Real Decisions The Marketing Research Process (continued) ? Descriptive research: a research tool that probes more systematically into the problem and bases its conclusions on large numbers of observations. ? The purpose is to describe a situation or population of interest at one point in time. ? Crosssectional design: type of descriptive technique that involves the systematic collection of quantitative information at one point in time. ? Longitudinal design: techniques that tracks the responses of the same sample of respondents over time. ? Survey: a questionnaire that asks participants about their beliefs or behaviors via the telephone, direct mail, puter, or in person. 11 Marketing:
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