【正文】 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1空山新雨后，天氣晚來秋。 , February 4, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :27:0618:27Feb234Feb23 ? 1故人江海別，幾度隔山川。 2023 Pearson Education Australia 49 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 41 Defining the Management Decision Problem ? Ultimate fulfilment of client’s needs depends upon an accurate and adequate definition of the management problem ? Without this, money and effort will be wasted ? Whilst internal views drive this step external views can enhance the problem definition process ? Problem definition process is illustrated in Fig (next slide) Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 33 Report Preparation and Presentation ? Written report should include: ? Research questions ? Description of the approach ? Research design ? Data collection and analysis procedures ? Results and major findings ? Executive summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 25 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 17 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 9 A Classification of Marketing Research ? This definition states that anisations conduct marketing research for two reasons: ? Identify marketing problems ? Solve marketing problems Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 1 PowerPoint to acpany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim PowerPoint to acpany Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 6 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 14 History of Marketing Research ? Evidence of informal market research processes dates back to the late 1300s ? 19001930s saw an ad hoc collection of business and social data ? 19301950s saw the emergence of the questionnaire, sampling theories and emphasis on economic measures of product demand ? 19501960s saw the development and application of further quantitative techniques Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 22 Role of Marketing Research in MMIS and DSS ? Information obtained through marketing research and sources such as internal records and marketing intelligence bees an integral part of the firm’s management information system (MIS) ? A Marketing Management Information System (MMIS) is: ? A formalised set of procedures for generating, analysing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis MMIS design focuses upon each decision maker’s responsibilities, style information needs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 30 Research Design Formulation ? Framework for conducting the research involving: ? Target market definition ? Qualitative and quantitative data collection methods ? Sampling process and sample size ? Measurement and scaling procedures ? Questionnaire design ? Data analysis approach After formulation – costs estimated pared to budget and then pilation of a research proposal Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 38 Research Inputs and Business Outputs ? Managerial perspe