世界行銷講座之經(jīng)營環(huán)境分析(編輯修改稿)
2025-02-19 11:38 本頁面
【文章內(nèi)容簡介】 illing 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: 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 aga
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