【正文】 :27:0618:27Feb234Feb23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 。 2023 Pearson Education Australia 45 Examining the Environmental Context (continued) ? Buyer behaviour ? Legal environment ? Economic environment ? Marketing and technological skills Knowledge useful in understanding and predicting consumers’ reaction based on an individual’s specific characteristics Regulatory policies and norms within which anisations must operate Consists of ine, prices, savings, credit and general economic conditions Marketing mix expertise, level of firm technology and technological advances relevant to the firm/industry Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 29 Specification of the Research Objectives ? Exact and specific description of information requirements ? Objectives contain words such as: ? To determine ? To measure ? To establish ? To rate ? To rank ? To pare ? To record Research objectives are the starting point for formulating who should be the target respondents and the range of questions to be asked Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 13 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 2 Chapter 1 Management Decision Problems and the Research Process Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 18 Research for Management Decision Making ? Marketing research results need to be: ? Relevant ? Accurate ? Reliable ? Valid ? Timely ? Efficient Must address the issue not just be “interesting” Within the budget the information must be correct Resilient over time – results the same if repeated Information must represent measures of what is required Must be current provided in timely manner Priced to reflect the information value cost of collection Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 34 Management of the Research Process Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 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。 18:27:0618:27:0618:272/4/2023 6:27:06 PM ? 1成功就是日復(fù)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業(yè)余生活要有意義，不要越軌。 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以我獨沈久，愧君相見頻。 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 24 MMIS VS DSS ? DSSs have evolved into an Executive Information System (EIS) which provides interactive decisionorientated business data directly to management by puter interface ?Unstructured Problems ?Use of Models ?User Friendly Interaction ?Adaptability ?Can Improve Decision Making by Using “What if” Analysis ?Structured Problems ?Use of Reports ?Rigid Structure ?Information Displaying Restricted ?Can Improve Decision Making by Clarifying Data MMIS DSS Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 8 Defining Marketing Research ? Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decisionmaking related to the identification and solution of problems and opportunities in marketing Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 7 What is Marketing Research? ? Information and knowledge about the market environment are vital ? These are major keys to success ? Marketing research plays a role in not