體育市場(chǎng)營(yíng)銷(xiāo)基礎(chǔ)

1、Lesson9 Managing Marketing Information4.The Importance of InformationCompanies need information about their:Customer needsMarketing environmentCompetitionMarketing managers do not need more information, they need better information.Information Overload“In this oh so overwhelming information age, its

2、 all too easy to be buried, burdened, and burned out by data overload.The Marketing Information System.The Marketing Research Process 1234.1、Defining the Problem & ObjectivesGather preliminary information that will help define the problem and suggest hypotheses.ExploratoryResearchDescriptiveResearch

3、CausalResearchDescribes things (e.g., marketpotential for a product,Demographics, and attitudes).Tests hypotheses aboutcause-and-effectrelationships.2、Developing the Research PlanIncludes:Determining the exact information neededDeveloping a plan for gathering it efficientlyPresenting the written pla

4、n to managementOutlines:Sources of existing dataSpecific research approachesContact methodsSampling plansInstruments for data collection.2.2 Gathering Secondary DataInformation that already exists somewhereInternal databasesCommercial data servicesGovernment sourcesAvailable more quickly and at a lo

5、wer cost than primary dataMust be relevant, accurate, current, and impartial.Online DatabasesDialog puts an incredible wealth of information at the keyboards of marketing decision makers. Dialog puts “information to change the world, or your corner of it at your fingertips.2.3 Observational Research

6、The gathering of primary data by observing relevant people, actions, and situations.Ethnographic research:Observation in “natural environmentMechanical observation:People metersCheckout scanners.Observational ResearchFisher-Price set up an observation lab in which it could observe the reactions of l

7、ittle tots to new toys. Survey Research Most widely used method for primary data collection.Approach best suited for gathering descriptive information.Can gather information about peoples knowledge, attitudes, preferences, or buying behavior.Experimental ResearchTries to explain cause-and-effect rel

8、ationships.Involves:selecting matched groups of subjects, giving different treatments, controlling unrelated factors, and checking differences in group responses. Strengths & Weaknesses of Contact Methods. Choosing the SampleSample segment of the population selected to represent the population as a

9、whole.Requires 3 Decisions:Who is to be surveyed?Sampling unit How many people should be surveyed?Sample sizeHow should the people in the sample be chosen?Sampling procedure. Primary Data CollectionMechanical Devices People Meters Supermarket Scanners Galvanometer Eye Cameras Questionnaires What que

10、stions to ask Form of each questionClosed-endedOpen-ended Wording OrderingResearch Instruments.QuestionnairesSample segment of the population selected to represent the population as a whole.Requires 3 Decisions:Who is to be surveyed?Sampling unit How many people should be surveyed?Sample sizeHow sho

11、uld the people in the sample be chosen?Sampling procedure.問(wèn)卷設(shè)計(jì)構(gòu)造：封面信、問(wèn)題及答案、編碼及其他資料步驟：探求性任務(wù)、設(shè)計(jì)問(wèn)卷、初稿試用、修正定稿其它：. 構(gòu)造：封面信：闡明調(diào)查者的身份：“我我們是誰(shuí)闡明調(diào)查的大致內(nèi)容：“我(們)正在進(jìn)展.方面的調(diào)查闡明調(diào)查的主要目的：“我(們)這次調(diào)查的目的是.闡明調(diào)查對(duì)象的選取方法和對(duì)調(diào)查結(jié)果嚴(yán)密的措施: “本調(diào)查以不記名的方式進(jìn)展，答案無(wú)對(duì)錯(cuò)之分，請(qǐng)您不用有任何的顧慮。 在信的結(jié)尾處，一定要真誠(chéng)地贊賞被調(diào)查者的協(xié)作與協(xié)助。指點(diǎn)語(yǔ)：“請(qǐng)您根據(jù)本人的實(shí)踐情況在適宜的答案上畫(huà)圈.問(wèn)題及答案：主體部

12、分開(kāi)放式問(wèn)題：封鎖式問(wèn)題編碼及其他資料：?jiǎn)柧砭幪?hào)、調(diào)查員編號(hào)、調(diào)查 日期、被調(diào)查者住地等。 構(gòu)造：. 步驟：探求性任務(wù)：防止出現(xiàn)模糊和不符合實(shí)踐的問(wèn)題設(shè)計(jì)問(wèn)卷初稿：卡片法和框圖法試用：小范圍發(fā)放，回收檢驗(yàn)修正定稿：.其它：?jiǎn)栴}的言語(yǔ)要盡量簡(jiǎn)約、明確、通俗、易懂問(wèn)題不帶有傾向性不要用否認(rèn)方式提問(wèn)不要直接訊問(wèn)敏感性問(wèn)題問(wèn)題的數(shù)量：20-30分鐘問(wèn)題的順序：相倚問(wèn)題：BACK.Collecting the DataProcessing theDataAnalyzing theData Research PlanMost Expensive & Subject to Error3、Implementi

13、ng the Research Plan.4、Interpreting & Reporting FindingsManagers and researchers must work together when interpreting research results.Step 1. Interpret the FindingsStep 2. Draw ConclusionsStep 3. Report to Management.Customer Relationship ManagementMany companies utilize CRMCapture customer information from all sourcesAnalyze it in depthApply the results to build stronger relationships.Companies look for customer touch points.CRM analysts develop data warehouses and use data mini