【正文】 analysis procedures ? Results and major findings ? Executive summary 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 37 Responsibilities and the Research Process 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 41 Defining the Management Decision Problem ? Ultimate fulfilment of client’s needs depends upon an accurate and adequate definition of the management problem ? Without this, money and effort will be wasted ? Whilst internal views drive this step external views can enhance the problem definition process ? Problem definition process is illustrated in Fig (next slide) 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 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 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 49 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 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 53 Summary ? Marketing research is integral to MMIS and DSS ? Problem definition vital – discussion between management (other stakeholders) and researcher important in this step ? Final oute – written report ? International marketing research plex but growing Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 , February 4, 2023 ? 雨中黃葉樹，燈下白頭人。 :27:0618:27Feb234Feb23 ? 1故人江海別，幾度隔山川。 :27:0618:27:06February 4, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 , February 4, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :27:0618:27Feb234Feb23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 :27:0618:27:06February 4, 2023 ? 1意志堅強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1空山新雨后，天氣晚來秋。 , February 4, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 :27:0618:27Feb234Feb23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。勝人者有力，自勝者強(qiáng)。 2023年 2月 4日星期六 下午 6時 27分 6秒 18:27: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 2月 4日星期六 6時 27分 6秒 18:27:064 February 2023 ? 1一個人即使已登上頂峰，也仍要