營銷調(diào)研的規(guī)劃

1、第二章營銷調(diào)研的規(guī)劃營銷調(diào)研的流程；定義問題與確立調(diào)研目標(biāo)；調(diào)研設(shè)計(jì)方案。12 營銷調(diào)研的程序1 確定營銷調(diào)研的必要性;2 定義問題; 3 確立調(diào)研的目標(biāo);4 確定調(diào)研設(shè)計(jì)方案; 5 確定信息的類型和來源;6 確定收集資料的方法; 7 問卷設(shè)計(jì);8 確定抽樣方案及樣本容量; 9 收集資料;10 資料分析; 11 撰寫最終調(diào)研報(bào)告.3確定營銷調(diào)研的必要性為了確定營銷調(diào)研的必要性，所有機(jī)構(gòu)都必須持續(xù)地監(jiān)視其周圍的環(huán)境（正規(guī)的市場營銷信息系統(tǒng)、財(cái)務(wù)報(bào)表的反饋、經(jīng)理的努力觀察），不斷地查找公司的營銷組合與市場不一致的可能性。4不需要營銷調(diào)研的情況已獲得所需信息；沒有足夠的營銷調(diào)研時(shí)間；缺乏足夠的資金；

2、成本超過營銷調(diào)研所帶來的收益。5分析 確定調(diào)研目標(biāo)設(shè)計(jì)調(diào)研方案實(shí)施分析總結(jié)6定義問題和確定調(diào)研目標(biāo) Defining the Problem and Determining Research Objectives在營銷調(diào)研過程中最重要的步驟是定義調(diào)研問題。7定義調(diào)研問題要正確地確定調(diào)研問題，營銷調(diào)研者必須扮演好偵探的角色。營銷調(diào)研者營銷經(jīng)理8營銷經(jīng)理和調(diào)研人員的區(qū)別9應(yīng)該調(diào)研的情況當(dāng)市場上出現(xiàn)直接影響你產(chǎn)品任務(wù)的問題或變化時(shí)；當(dāng)營銷調(diào)研有助于你選擇營銷活動(dòng)以達(dá)到主要的銷售目標(biāo)時(shí)；營銷調(diào)研將有助于你獲取競爭上的優(yōu)勢時(shí)；營銷調(diào)研將有助于你與市場保持一致時(shí)。10營銷調(diào)研人員必須解決的問題營銷管理問題

3、 (marketing management problem)營銷調(diào)研問題 (marketing research problem)11Marketing management problemTwo ways to define the MM PROBLEMIf the symptoms of failure to achieve an objective are present, the marketing manager must select a course of action to regain the objectiveIf the symptoms of the likeliho

4、od of achieving an objective are present, the manager must decide on how best to seize the opportunity. 12定義問題的過程評估公司、產(chǎn)品和市場的背景；了解決策者的環(huán)境、目標(biāo)和資源；闡明問題的征兆；確認(rèn)產(chǎn)生問題的可能原因；列出可能緩解問題的行動(dòng)；推測這些行動(dòng)的預(yù)期結(jié)果；確認(rèn)經(jīng)理對這些結(jié)果的假定；評估現(xiàn)有信息的合適性。13Defining the Marketing Management ProblemBackground Decision-maker SymptomsAnalysis* Sus

5、pectedCausesPossibleActions PossibleConsequences14Defining the Marketing Management ProblemAssumptions InformationAdequacyMarketing ResearchObjectives151 Assess the Background of the Company, Product,and MarketFull sharing of background information between manager and researcherManager should inform

6、 the researchercompanys history,organizational structure, ownership situationproduct, composition, features or benefits ,physical productpricing, distribution, and promotional activitiesconsumer behavior, competitive players, 162 Understand the Decision Makers Circumstances, Objectives and resources

7、The researcher gain a feel for the managers operating CircumstancesThe researcher should know the managers Objectives and his resources , such as assets, capital, personnel173 Clarify the Symptoms of the ProblemSymptoms are changesContinually monitor their changesBe care for Iceberg phenomenonGo to

8、the Suspected causes183 Clarify the Symptoms of the Problem194 Pinpoint Suspected Causes of the ProblemChanges in market behavior do not occur randomly 沒有無源之水Manager may have some ideas but the researcher must list all possible causesNarrow down the possible cause to a small set of probable causes20

9、5 Specify Actions That May solve the problemPossible solutions include any marketing actionPrice changesProduct modificationPromotion of any kindThe manager and the researcher brainstorm possible solution216 Speculate on Anticipated consequences of the ActionsHelp determine whether the solution is c

10、orrect or notmanagers ask “what if “ questions227 Identify the Managers assumptions about the ConsequencesThe managers assumptions should be analyzed for accuracyIf the price reduce 5%，customer to lose will come backThe researcher need to determine which assumption is true238 Assess the Adequacy of

11、Information on HandThe researcher assess the existing Information StateThe researcher identify Information Gaps which are the basis for MR objectiveCurrent information and desired informationResearch objectives are the basis for MRs work24信息缺口(information gap)是指現(xiàn)有信息程度與經(jīng)理認(rèn)為能恰當(dāng)解決現(xiàn)有問題的期望信息程度間的區(qū)別。調(diào)研目標(biāo)(r

12、esearch objectives)是指需要收集的，用以縮短信息缺口的一部分特定信息。信息缺口是制定營銷調(diào)研目標(biāo)的基礎(chǔ)。25案例：營銷管理征兆： 可能的原因：可能采取的營銷行動(dòng)： 支持信息：ABC 公司銷售額正在下降 銷售額的下降可能因?yàn)楦偁帉κ值慕祪r(jià) ABC 公司可以降價(jià) 5%. 我們流失的顧客是跑到降價(jià)的那個(gè)公司去了嗎?我們降價(jià)，顧客的反應(yīng)會(huì)怎樣? 26營銷調(diào)研問題定義 ABC 公司在過去兩個(gè)季度里銷售額有所下降. 銷售額的下降可能與主要競爭對手XYZ公司的低價(jià)策略有關(guān). ABC 公司正在考慮降價(jià)百分之五來應(yīng)對銷售額的下降. 現(xiàn)在需要信息來支持ABC公司決策是否降價(jià)百分之五.Specif

13、ic information objectives for this research project are:1. Are ABC customers switching to XYZ brand?2. If so, is this shift due to XYZs lower prices?3. What are customers reactions to a possible 5 percent price cut for ABC brand?征兆可能的行動(dòng)所需信息27大學(xué)房產(chǎn) 問題定義和調(diào)研目標(biāo)背景:去年，大學(xué)房產(chǎn)（目標(biāo)市場主要是大學(xué)學(xué)生）的居住率從100% 下降到了80%. 經(jīng)理

14、們和營銷調(diào)研者們采用頭腦風(fēng)暴列出了可能的原因：Wait! You give it a try.28大學(xué)房產(chǎn) 問題定義和調(diào)研目標(biāo)大學(xué)房產(chǎn)居住率下降的可能原因1.競爭對手的行為a.Reduced rentse.Better advertisingb.New, more competitorsf.Financial deals such as no depositc.New servicesd.New facilities2.消費(fèi)者(現(xiàn)有的和潛在的租房者)a.Loss of base numbers of studentse.Gravitating to condominiums b.Change

15、in financial circumstancesf.Want more value for the moneyc.Better living opportunities elsewhere.Negative word-of-mouth d.Concern for personal safety3.大學(xué)房產(chǎn)自身a.Traffic congestionb.Aging of facilities & equipment c.Noisy neighborsd.Image as “old” apartmentse.Advertising cutback, changef. Upkeep issues

16、4.環(huán)境a.Less student financial aide.Cost of commuting increaseb.Increased crime ratef.Other living alternativesc.Housing market oversupply d.Students preferences change 29大學(xué)房產(chǎn) 問題定義和調(diào)研目標(biāo)大學(xué)房產(chǎn)居住率下降的原因分析1. 競爭者行為Cable TV2.消費(fèi)者 No change3.大學(xué)房產(chǎn)自身No change4.環(huán)境No changeProbable Cause30大學(xué)房產(chǎn) 問題定義和調(diào)研目標(biāo)大學(xué)房產(chǎn)可以做什么？Ad

17、d Satellite TV150 channels 4 Premium channels Pay-for-view31大學(xué)房產(chǎn) 問題定義和調(diào)研目標(biāo)大學(xué)房產(chǎn)的信息缺口和調(diào)研目標(biāo)信息缺口調(diào)研目標(biāo)How will prospective residents react to the inclusion of the satellite television programming package with the base apartment?To what extent do prospective student residents want satellite television?Will

18、 University Estates be more competitive if it adds a satellite television package?Will University Estates be more attractive than competing apartment complexes if it has the satellite television programming package?32確定營銷調(diào)研問題的步驟詳細(xì)說明構(gòu)思與操作上的定義；驗(yàn)明關(guān)系；確定模型；指明營銷調(diào)研的目標(biāo)。33詳細(xì)說明構(gòu)思與操作上的定義構(gòu)思(construct)是營銷中的術(shù)語或者概

19、念，它包含于所需進(jìn)行調(diào)研的營銷管理問題中。操作定義(operational definition)是對于營銷調(diào)研人員如何測定構(gòu)思的描述。34CONSTRUCT A construct is a marketing term or concept that is somehow involved in the marketing management problem that will be researched3536Operational definitionsWhich describes how a marketing researcher measures the constructO

20、perational definition implies a specific question format that will be used in a survey to gather information about the construct at hand 37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)品牌熟悉程度對產(chǎn)品利益的綜合理解操作定義Question：Have you heard of Brand A? _ Yes _ NoMeasure: Percentage of respondents having heard of the brandQuesti

21、on: Do you recall seeing an advertisement for Brand A?Measure: Percentage who remember seeing a specific adQuestion: Indicate which of Brand As features you know about.Measure: Percentage who know about each featureQuestion: Are you “unfamiliar,” “somewhat familiar,” or “very familiar” with Brand A?

22、Measure: Percentage for each familiarity categoryQuestion: For each product benefit statement, indicate if you agree or disagree.Measure: Percentage who agree with each benefit statement38構(gòu)思與操作上的定義構(gòu)思對品牌的態(tài)度和感覺購買意愿過去購買和使用品牌忠誠顧客滿意操作定義Question: Rate Brand A on a 15 scale, where 1 = “poor” and 5 = “excel

23、lent”Measure: Average ratingQuestion: What is the probability that you will buy Brand A the next time you purchasethis product?Measure: Average probabilityQuestion: Have you used Brand A in the past three months?Measure: Percentage who have used itQuestion: With your last five purchases of the produ

24、ct, how many times did you buy Brand A?Measure: Percentage of timesQuestion: Rate Brand A on a 15 scale, where 1 = “unsatisfied” and 5 = “very satisfied”Measure: Average rating39驗(yàn)明關(guān)系營銷調(diào)研人員必須考慮到各種構(gòu)想之間的關(guān)系（relationship）如：價(jià)格下降時(shí)，顧客會(huì)購買更多的產(chǎn)品；而價(jià)格上升時(shí)，顧客的購買力顯然就降低了。調(diào)研人員有義務(wù)幫助經(jīng)理共同將調(diào)研的框架搭建起來。40確定模型a logical arran

25、gement of constructs and relationships based on theory or experience41 “結(jié)果的等級體系”模型分類不知道者知道者較熟悉者喜歡者有購買動(dòng)機(jī)者購買者重復(fù)購買者忠誠顧客說明Not aware of your brandAware of your brandKnow something about your brandHave a positive feeling about your brandIntend to buy your brand nextHave purchased your brand in the pastPur

26、chase your brand regularly調(diào)研提問What percentage of prospective student residents are unaware of satellite television?What percentage of prospective student residents are aware of satellite television?What percentage of prospective consumers who are aware of it know that satellite television (1) has 15

27、0 channels, (2) premium channels, and (3) pay-for-view?What percentage of prospective student residents who know something about satellite television feel negatively, positively, or neutral about having it in their apartment?What percentage of prospective student residents who are positive about hav

28、ing satellite television in their apartment intend to rent an apartment with it?What percentage of the market purchased (tried) your brand in the past?What percentage of the market has purchased your brand more than other brands in the last five purchases?University Estates Example42形成正式的調(diào)研方案定義營銷管理問

29、題；明確指出調(diào)研目標(biāo)；詳細(xì)說明營銷調(diào)研方式。43定義營銷管理問題有關(guān)公司、部門、負(fù)責(zé)人的情況；征兆；可能引起征兆的原因；對于營銷調(diào)研所得的信息的預(yù)期效用。44明確指出調(diào)研的目標(biāo)精確Precise詳細(xì)Detailed清楚Clear可操作Operational45詳細(xì)說明營銷調(diào)研方式資料收集方式；問卷的設(shè)計(jì)；抽樣方案；時(shí)間表；調(diào)研費(fèi)用（預(yù)算表）。46如何編制調(diào)研計(jì)劃書調(diào)研計(jì)劃書的基本內(nèi)容研究背景研究內(nèi)容研究方法研究進(jìn)度研究費(fèi)用471 研究背景什么企業(yè)，什么人進(jìn)行要進(jìn)行市場調(diào)研企業(yè)存在什么營銷管理問題這些問題的解決需要信息二手信息與手頭的信息不能滿足需要需要市場調(diào)研解決48例：通常的營銷管理問題銷售

30、額下降市場份額下降利潤減少顧客抱怨增加競爭對手出現(xiàn)或增加49例恒客隆面臨沃爾瑪?shù)倪M(jìn)入非常緊張，擔(dān)心10月份開業(yè)后會(huì)對其銷售額具有明顯的影響，同時(shí)，也會(huì)影響其天天低價(jià)的形象。同時(shí)，長春居民對于北京華聯(lián)的進(jìn)入與沃爾瑪?shù)募磳⑦M(jìn)入，也抱有支持的態(tài)度。為此，希望了解長春居民對于沃爾瑪進(jìn)入長春零售業(yè)的看法，了解長春市居民對恒客隆的形象以及長春市居民的零售消費(fèi)行為502 研究內(nèi)容研究內(nèi)容是將營銷管理問題轉(zhuǎn)化為營銷研究的問題它需要與營銷管理者進(jìn)行溝通營銷研究內(nèi)容：可測定或操作性的營銷術(shù)語用來提供可解決營銷管理問題的信息51消費(fèi)者研究模塊523 研究方法目標(biāo)對象即總體樣本量及抽樣方法收集資料方法分析方法534 研究進(jìn)度內(nèi)容進(jìn)度時(shí)間方案與問卷設(shè)計(jì)8個(gè)工作日5月28日6月4日抽樣、調(diào)查、訪問15個(gè)工作日6月5日6月19日數(shù)據(jù)處理4個(gè)工作日6月20日6月23日分析報(bào)告6個(gè)工作日6月24日6月29日545 研究費(fèi)用方案設(shè)計(jì)費(fèi)用訪問費(fèi)用印刷費(fèi)用研究報(bào)告費(fèi)用55計(jì)劃書 proposal引言研究目的與內(nèi)容研究方法提交結(jié)果的形式調(diào)查進(jìn)度表調(diào)查費(fèi)用附錄56研究背景吉林省煙草公司是吉林省煙草經(jīng)營與銷售的專賣企業(yè)，隨著