營銷信息管理ppt課件-文庫吧資料
2024-11-09 17:06本頁面
【正文】 analyzing information. ? Step 4 of the Research Process: Interpreting and Reporting the Findings ?第三步：實(shí)施調(diào)查計(jì)劃 ?包括收集、處理和分析信息。 ?發(fā)現(xiàn)行為，但不是動(dòng)機(jī)。 5 13 Secondary data 二手信息 ? 二手信息的來源： ? 政府信息 ? 因特網(wǎng)、商業(yè)數(shù)據(jù)庫、在線數(shù)據(jù)庫 ? 出版物 ? 優(yōu)勢： ? 迅速獲得 ? 比原始數(shù)據(jù)花費(fèi)少 ? 缺點(diǎn)： ? 信息也許并不存在或不可用。 ?二手信息： 已經(jīng)存在的為其他目的而收集的信息。 5 12 Marketing Info. System 營銷信息系統(tǒng) ? Step 2: Developing the Research Plan ? Research objectives guide the determination of specific information needs. ? Research proposals outline the type of data needed and the research plan. ? Secondary data: Information collected for another purpose which already exists. ? Primary data: Information collected for the specific purpose at hand ? 第二步：制定調(diào)查計(jì)劃 ? 目標(biāo)研究幫助確定具體信息需求。 5 11 Marketing Info. System 營銷信息系統(tǒng) ? Step 1: Defining the problem and research objectives ? Don’t confuse the symptoms of the problem with its cause when defining the problem. ? Exploratory, descriptive, and causal research each fulfill different objectives. ? 步驟一：確定問題和調(diào)查目標(biāo) ? 在定義問題時(shí)不要混淆問題的癥狀與成因。 ? 招待調(diào)查計(jì)劃 —收集和分析數(shù)據(jù)。 Marketing research 市場調(diào)查 ? Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an anization. ? Steps in the marketing research process. 5 10 Marketing Info. System 營銷信息系統(tǒng) ? Steps in the Marketing Research Process: ? Defining the problem and research objectives. ? Developing the research plan for collecting information. ? Implementing the research plan – collecting and analyzing the data. ? Interpreting and reporting the findings. ? 市場調(diào)查程序： ? 確定問題和調(diào)查目標(biāo)。 ? Marketing intelligence is the systematic collection and analysis of publicly available informa
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