【正文】 and scope of marketing research ? Understand the management purpose of using market research ? Explain the role of marketing research in business management decisionmaking Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 11 Problemsolving Research ? Problemsolving research is undertaken to derive a solution with the findings used in decision making for specific problems ? Examples are: ? Segmentation research ? Product research ? Pricing research ? Promotional research ? Distribution research Refer to Table in the text for further details on each of these research areas Determine basis for segmentation Determine optimal product design Importance of price in brand selection Optimal promotional mix Attitudes of channel members Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 19 Improving Management Decision Making ? Marketing research’s contribution to decision making can be thought of as altering the range of possible profit outes for a business project Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 27 Management Decision Problem (or Opportunity) Definition ? Researcher needs to account for: ? Relevant background information ? Environmental context ? Information from problem or opportunity audit ? Project purpose ? Specific management decisions to be made ? Information needed to make the decisions ? Value of the project ? Project budget Requires discussions with various stakeholders, review of existing information/secondary data and perhaps exploratory research Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 35 Management of the Research Process (continued) ? Management of the research process and the various activities is a continuous process ? The intricacies of this process is illustrated in Figs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 43 Collecting Background Information ? Sources of background information: ? Decision makers ? Industry experts ? Existing information (in reports) ? Secondary data ? Exploratory qualitative research ? Environmental context Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 51 Summary ? Marketing research provides information about consumers, markets etc to management to assist with decision making ? Seven step process: 1. Define management decision problem/opportunity 2. Define the marketing research problem 3. Specify the research objectives 4. Formulate a research design 5. Fieldwork and data collection 6. Data preparation and data analysis 7. Report preparation and presentation Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 :27:0618:27:06February 4, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 :27:0618:27Feb234Feb23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無限完美。 , February 4, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 2023年 2月 4日星期六 6時(shí) 27分 6秒 18:27:064 February 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。勝人者有力，自勝者強(qiáng)。 。 2023年 2月 4日星期六 6時(shí) 27分 6秒 18:27:064 February 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 , February 4, 2023 ? 雨中黃葉樹，燈下白頭人。 2023 Pearson Education Australia 47 Problem/Opportunity Audit (continued) ? Audit vital as DM in many cases only has a vague idea of what the problem is ? Important to distinguish between: ? Symptoms ? Causes Outes related to the marketing problem but which disguise the real nature of the underlying problem Loss of market share could be caused by superior promotion by a petitor or inadequate product distribution or a host of other factors Only after underlying causes are identified can the problem be successfully addressed Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 39 Research Process Inputs and Business Outputs Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 31 Fieldwork or Data Collection ? Data collection involves using a field team or collecting via mail ? Selection, training, supervision, output validation and evaluation vital to fieldwork ? Process managed to minimise interviewing errors and maintain quality Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 23 Role of Marketing Research in MMIS and DSS (continued) ? An MMIS can be rigidly structured and not easily manipulated ? A Decision Support System (DSS) is: ? An information system, which enables decision makers to interact directly with both databases and analysis models ? Differences between an M