市場(chǎng)營(yíng)銷國(guó)外原版教材第一章-wenkub.com
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【正文】 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)。 , February 4, 2023 ? 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話。 。 :27:0618:27Feb234Feb23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無(wú)限完美。 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。 :27:0618:27:06February 4, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 , February 4, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。 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。 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 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 39 Research Process Inputs and Business Outputs 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 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 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 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 MMIS and a DSS are revealed in Fig (next slide) 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 15 History of Marketing Research (continued) ? 19601970s saw the development of qualitative research (termed “motivational research”) along with the early application of the puter for data analysis ? 19701980s gave rise to more emphasis on consumer behaviour modelling, “new” qualitative methods promoted and telephone surveys emerged as an alternative to inhome surveys 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 ? Promotio
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