世界行銷講座之經營環(huán)境分析(完整版)
【正文】 e 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: Real People, Real Decisions The Marketing Research Process (continued) ? Observational research: a passive research technique where the behaviour of respondents are observed and recorded, either mechanically or by an observer. Useful in overing selfreporting bias, but difficult to know why people do the things that they do. ? Causal research: techniques that attempt to understand causeandeffect relationships between concepts. ? Also known as experiments, these attempt to measure the effect of manipulating an independent variable on the dependent variable, while at the same time controlling for the influence of any extraneous variables. ? Test marketing is an example. 12 Marketing: Real People, Real Decisions A Standard Experimental Research Design ? Suppose you had a new cream (treatment) that you believed would grow hair on a billiard ball, and wanted to test it out. ? The only way to know for sure that it was the cream that caused the hair growth would be to pare it to the amount of hair grown by two other groups. ? ‘Gotta love that miracle drug placebo, it will cure anything! Measure the concept of interest to determine the baseline for parison Randomly assign participants to one of three groups for the experiment Choose a sample of people from the population of interest Group 1 treatment Group 2 placebo Group 3 nothing Measure the concept of interest again to pare change 13 Marketing: Real People, Real Decisions Reliability and Validity ? Reliability: the extent to which research measurement techniques are free from errors. Reliability is a measure of consistency and it applies to the measurement instrument. ? Validity: the extent to which research actually measures what it was intended to measure. The results are either a valid measure of the concept of interest, or they are not. ? Example: a bathroom scale can be a reliable method of determining your weight, however, your weight is not necessarily a valid indicator of your level of physical fitness. ? Note: a research instrument can be reliable but not valid, but if the results are valid, then they are by default, reliable. 14 Marketing: Real People, Real Decisions Sampling and Re
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