現(xiàn)代營(yíng)銷學(xué)課件：Chapter 4 MARKETING RESEARCH AND INFORMATION SYSTEMS

1、Chapter 4MARKETING RESEARCH AND INFORMATION SYSTEMSThe Marketing Information SystemsThe Marketing Research ProcessOther Marketing Research ConsiderationsTechniques, methods and approach used in MRThe Marketing Information Systems(1) Marketing information system (MIS): People, equipment, and procedur

2、es to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.Assessing Information NeedsDeveloping Information Distributing InformationThe Marketing Information Systems(2) Developing informationInternal records Internal records informati

3、on: Information gathered from sources within the company to evaluate marketing performance and detect marketing problems and opportunities.Marketing intelligence Everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.Marketing rese

4、arch Information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing processInformation analysisThe Marketing Information Systems(3)Figure 4-1 The market

5、ing information systemMarketing managersAnalysis PlanningImplementationOrganizationControl Marketing information system Developing informationMarketing environmentTarget marketsMarketing channelsCompetitorsPublicsMacro-environment forcesAssessing information needsDistributing information Internal re

6、cordsMarketing intelligenceInformation analysis Marketing researchMarketing decisions and communicationsThe Marketing Research Process(1)Defining the problem and research objectivesDeveloping the research plan for collecting informationImplementing the research plan-collecting and analyzing the data

7、Interpreting and reporting the findings市場(chǎng)研究立項(xiàng)書執(zhí)行總結(jié)市場(chǎng)研究背景問題定義 / 目標(biāo)解決問題的方法概念框架 相關(guān)信息 / 數(shù)據(jù)收集 數(shù)據(jù)分析報(bào)告形式預(yù)算 / 時(shí)間表 參考文獻(xiàn) 附錄Proposal of MR Brief introduction Background of MR Definition of terms, subjects, objectives Methodology, approaches models / conceptual framework Related data, information to be collecte

8、d Data analysis Form of final results of MR budget / timing Participant References AppendixDefining the Problem and Research ObjectivesExploratory research: Marketing research to gather preliminary information that will help to better define problems and suggest hypotheses for their solutions.Descri

9、ptive research: Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of potential consumers.Causal research: Marketing research to test hypotheses about cause-and-effect relationships.Developing

10、 the Research PlanDetermining specific information needs Gathering secondary information -Secondary data: Information that already exists somewhere, having been collected for another purpose. -Primary data: Information collected for the specific purpose at hand. Planning primary data collection(next

11、) Presenting the research planPlanning primary data collection(1)Research approachesObservational research: The gathering of primary data by observing relevant people, actions, and situations.Survey research: The gathering of primary data by asking people questions about their knowledge, attitudes,

12、preferences, and buying behavior.Experimental research: The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.定性研究方法 Qualitative methods直接 （directly）小組聚焦訪談法（Focus Group）深度訪

13、談法（Depth Interview）間接映射技術(shù)（IndirectlyProjective Technique）聯(lián)想（Association）補(bǔ)全（Completion）構(gòu)造（Construction）表述（Expression）定量模型 Quantitative Model For AnalyzingFor Forecasting例：各美國(guó)服裝品牌知曉度對(duì)照?qǐng)D例：A0與C0評(píng)判對(duì)照?qǐng)D（低價(jià)）例：A1與C1評(píng)判對(duì)照?qǐng)D（高價(jià)）例：A1與A0評(píng)判對(duì)照?qǐng)D（高價(jià)）例：C1與C0評(píng)判對(duì)照?qǐng)D（高價(jià)）Planning primary data collection(2)Strengths and weak

14、ness of contact methodsMailTelephonePersonalFlexibility PoorGoodExcellentQuantity of data that can be collectedGoodFairExcellentControl of interviewer effectedExcellentFairPoorControl of sampleFairExcellentFairSpeed of data collectionPoorExcellentGoodResponse rateFairGoodGoodCost GoodFairPoorSource:

15、 Adapted with permission of Macmillan Publishing company from Marketing Research: Measurement and Method, 7th ed., by Donald S. Tull and Del I. Hawkins. Copyright 1993 by Macmillan Publishing Company.Planning primary data collection(3)Sampling plansFirst , who is to be surveyed (What sampling unit?)

16、Second, how many people should be surveyed (What sample size?)Third, how should the people in the sample be chosen (What sampling procedure?)Sample: A segment of the population selected for marketing research to represent the population as a wholePlanning primary data collection(4)Types of samples P

17、robability sampleSample random sampleEvery member of the population has a known and equal chance of selection.Stratified random sampleThe population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.Cluster (area) sampleThe population is div

18、ided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.Nonprobability sample Convenience sampleThe researcher selects the easiest population members from which to obtain information.Judgment sampleThe researcher uses his or her judgment to

19、select population members who are good prospects for accurate information.Quota sampleThe researcher finds and interviews a prescribe number of people in each of several categories.Planning primary data collection(5)Summary Research ApproachesContact Methods Sampling PlanResearch InstrumentsObservat

20、ionMailSampling unitQuestionnaireSurveyTelephoneSample sizeMechanical instrumentsExperimentPersonal computerSampling procedure問卷設(shè)計(jì)過程 Questionnaire Design 確定所需信息確定問題序列寫出獨(dú)立的問題發(fā)展必要的量表構(gòu)造工具預(yù)測(cè)試問卷 Identify the information needed Identify the problem to be solved Working out the question Develop Scale Const

21、ruct instruments Pre test pilot testMarketing ScaleNominalOrdinalIntervalRatioThe Sample of Questionnaire Design語(yǔ)義圖 真維斯與職業(yè)休閑男裝市場(chǎng)代表品牌競(jìng)爭(zhēng)定位圖The Sample of Questionnaire Design 是非請(qǐng)問您或您的家人是否有在以下行業(yè)工作的?1、市場(chǎng)研究機(jī)構(gòu) 2、大眾傳媒（電視臺(tái)/電臺(tái)/報(bào)紙/雜志）3、廣告/公關(guān)公司4、政府主管體育的行政機(jī)構(gòu)5、運(yùn)動(dòng)服裝/運(yùn)動(dòng)鞋生產(chǎn)、經(jīng)銷商、專營(yíng)店6、體育用品公司是 否 21 21 21 21 21 2The Sample of Questionnaire Design 量表請(qǐng)?jiān)u價(jià)以下對(duì)阿迪達(dá)斯的特征描述1、有較高的科技含量2、高質(zhì)量的品牌3、善于創(chuàng)新的品牌4、對(duì)我的運(yùn)動(dòng)生活影響大5、店內(nèi)陳設(shè)很好的品牌6、體育用品行業(yè)的領(lǐng)導(dǎo)品牌 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5完全不贊同 不太贊同 一般 比較贊同 完全贊同The Sampl