營(yíng)銷調(diào)研的規(guī)劃(編輯修改稿)
2025-03-16 13:39 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 llite television programming package? 確定營(yíng)銷調(diào)研問(wèn)題的步驟 ?詳細(xì)說(shuō)明構(gòu)思與操作上的定義； ?驗(yàn)明關(guān)系； ?確定模型； ?指明營(yíng)銷調(diào)研的目標(biāo)。 詳細(xì)說(shuō)明構(gòu)思與操作上的定義 ?構(gòu)思 (construct)是營(yíng)銷中的術(shù)語(yǔ)或者概念，它包含于所需進(jìn)行調(diào)研的營(yíng)銷管理問(wèn)題中。 ?操作定義 (operational definition)是對(duì)于營(yíng)銷調(diào)研人員如何測(cè)定構(gòu)思的描述。 CONSTRUCT ? A construct is a marketing term or concept that is somehow involved in the marketing management problem that will be researched C o n s t r u c t O p e r a t i o n a l D e f i n i t i o nB r and a w ar ene s s P er cen t of r es ponde nt s ha vi ng he ar d of br a ndR eca l l , r eco gni t i on of adve r t i s i ng T he nu m ber w ho r em em ber s eei ng a s pec i f i c adK now l edge of pr o duct , f eat ur es W hat t hey c an e l l abou t t he pr oductB r and f am i l i ar i t y T hos e w ho ha v e s een t he br and or t r i ed i tC om pr ehe ns i on of pr oduct be nef i t s W hat r es ponde nt s t hi nk t he pr oduct d oes f or t hemA t t i t udes , f eel i ngs t ow ar d br and T he nu m ber w ho f eel pos i t i ve, n ega t i ve, or neut r alI nt ent i ons t o pur cha s e T he nu m ber t hat ar e pl an ni ng t o b uy i tP as t pur cha s e or us e T he pe r cen t t hat bou ght i tS at i s f act i on H ow t hey e val uat e i t s per f or m anc eI m por t anc e of s om e f a ct or W hat f act or s det er m i ned t hei r pur cha s e c hoi ceD em ogr aphi cs H ow ol d,. W hat gend er , and s o onD i s pos al of pr oduct an d pac k age W hat t hey d i d w i t h t he bo x, w r appi n g, or pr o ductB r and l oyal t yH ow m any t i m es t hey bou ght t he br an d i n t he l as ts i x m ont hs Operational definitions ?Which describes how a marketing researcher measures the construct ?Operational definition implies a specific question format that will be used in a survey to gather information about the construct at hand C o n s t r u c t O p e r a t i o n a l D e f i n i t i o nB r and a w ar ene s s P er cen t of r es ponde nt s ha vi ng he ar d of br a ndR eca l l , r eco gni t i on of adve r t i s i ng T he nu m ber w ho r em em ber s eei ng a s pec i f i c adK now l edge of pr o duct , f eat ur es W hat t hey c an e l l abou t t he pr oductB r and f am i l i ar i t y T hos e w ho ha v e s een t he br and or t r i ed i tC om pr ehe ns i on of pr oduct be nef i t s W hat r es ponde nt s t hi nk t he pr oduct d oes f or t hemA t t i t udes , f eel i ngs t ow ar d br and T he nu m ber w ho f eel pos i t i ve, n ega t i ve, or neut r alI nt ent i ons t o pur cha s e T he nu m ber t hat ar e pl an ni ng t o b uy i tP as t pur cha s e or us e T he pe r cen t t hat bou ght i tS at i s f act i on H ow t hey e val uat e i t s per f or m anc eI m por t anc e of s om e f a ct or W hat f act or s det er m i ned t hei r pur cha s e c hoi ceD em ogr aphi cs H ow ol d,. W hat gend er , and s o onD i s pos al of pr oduct an d pac k age W hat t hey d i d w i t h t he bo x, w r appi n g, or pr o ductB r and l oyal t yH ow m any t i m es t hey bou ght t he br an d i n t he l as ts i x m ont hs 構(gòu)思與操作上的定義 構(gòu)思 品牌意識(shí) 廣告的回憶和認(rèn)知 產(chǎn)品特征知識(shí) 品牌熟悉程度 對(duì)產(chǎn)品利益的綜合理解 操作定義 Question： Have you heard of Brand A? ____ Yes ____ No Measure: Percentage of respondents having heard of the brand Question: Do you recall seeing an advertisement for Brand A? Measure: Percentage who remember seeing a specific ad Question: Indicate which of Brand A’s features you know about. Measure: Percentage who know about each feature Question: Are you “unfamiliar,” “somewhat familiar,” or “very familiar” with Brand A? Measure: Percentage for each familiarity category Question: For eac
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