市场营销研究：应用导向 malhotra01课件.pptx
Chapter OneIntroduction to Marketing Research1vddf1-2Chapter Outline1)Overview2)Definition of Marketing Research3)A Classification of Marketing Research4)Marketing Research Process5)The Nature of Marketing Research6)Marketing Research Suppliers and Services7)Selecting a Research Supplier8)Careers in Marketing Research1-3Chapter Outline9)The Role of Marketing Research in MIS and DSS10)The Department Store Project11)Marketing Research Associations Online12)Summary1-4Redefining Marketing Research The American Marketing Association(AMA)redefined Marketing Research as:The function which links the consumer,thecustomer,and public to the marketerthrough INFORMATION1-5Used to identify and define market opportunities and problemsGenerate,refine,and evaluate marketing performanceMonitor marketing performanceImprove understanding of marketing as a processRedefining Marketing Research1-6Definition of Marketing ResearchMarketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.1-7Market ResearchSpecifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and their implications1-8Classification of Marketing ResearchProblem Identification ResearchnResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future.Examples:market potential,market share,image,market characteristics,sales analysis,forecasting,and trends research.Problem Solving ResearchnResearch undertaken to help solve specific marketing problems.Examples:segmentation,product,pricing,promotion,and distribution research.1-9A Classification of Marketing ResearchMarketing ResearchProblem Identification ResearchProblem Solving ResearchMarket Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends ResearchSegmentation ResearchProduct ResearchPromotion ResearchDistribution ResearchFig 1.11-10Problem Solving Research Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyle profiles:demography,media,and product image characteristicsSEGMENTATION RESEARCH Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Control score tests PRODUCT RESEARCHTable 1.11-11Problem Solving ResearchTable 1.1 cont.PRICING RESEARCH Pricing policies Importance of price in brand selection Product line pricing Price elasticity of demand Initiating and responding to price changes$ALEPROMOTIONAL RESEARCH Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Evaluation of advertising effectiveness Claim substantiation0.00%APR1-12Problem Solving ResearchTable 1.1 cont.DISTRIBUTION RESEARCHDetermine Types of distribution Attitudes of channel members Intensity of wholesale&resale coverage Channel margins Location of retail and wholesale outlets1-13Marketing Research ProcessStep 1:Problem DefinitionStep 2:Development of an Approach to the ProblemStep 3:Research Design FormulationStep 4:Fieldwork or Data CollectionStep 5:Data Preparation and AnalysisStep 6:Report Preparation and Presentation1-14The Role of Marketing ResearchControllableMarketingProductPricingPromotionDistributionVariablesMarketing ResearchMarketingDecisionMakingProvidingInformationAssessingInformationNeedsMarketing Managers Market Segmentation Performance&Control Target Market Selection Marketing ProgramsUncontrollableEnvironmentalFactorsEconomyTechnologyLaws&RegulationsSocial&Cultural FactorsPolitical FactorsCustomer Groups Employees ShareholdersSuppliers ConsumersFig 1.21-15Marketing Research Suppliers&ServicesLIMITED SERVICEBrandedProductsand ServicesDataAnalysisServicesAnalyticalServicesCoding and Data Entry ServicesField ServicesFULL SERVICESyndicateServicesStandardizedServicesCustomizedServicesInternetServicesRESEARCHSUPPLIERSEXTERNALINTERNALFig 1.31-16Top 50 U.S.Marketing Research Firms1-17Top 50 U.S.Marketing Research Firms1-18Selected Marketing ResearchCareer DescriptionsVice-President of Marketing Research:The senior position in marketing research.The vice president(VP)is responsible for the entire marketing research operation of the company and serves on the top management team.This person sets the objectives and goals of the marketing research department.Research Director:Also a senior position.The research director has the general responsibility for the development and execution of all the marketing research projects.Assistant Director of Research:Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.(Senior)Project Manager:Has overall responsibility for design,implementation,and management of research projects.Statistician/Data Processing Specialist:Serves as an expert on theory and application of statistical techniques.Responsibilities include experimental design,data processing,and analysis.Fig 1.41-19Selected Marketing Research Career DescriptionsVice President of Marketing ResearchPart of companys top management teamDirects companys entire market research operationSets the goals&objectives of the marketing research departmentResearch DirectorAlso part of senior managementHeads the development and execution of all research projectsAssistant Director of ResearchAdministrative assistant to directorSupervises research staff membersSenior Project ManagerResponsible for design,implementation,&research projectsFig 1.4 cont.1-20AnalystHandles details in execution of projectDesigns&pretests questionnairesConducts preliminary analysis of dataJunior AnalystSecondary data analysisEdits and codes questionnairesConducts preliminary analysis of dataFieldwork DirectorHandles selection,training,supervision,and evaluation of interviewers and field workersSenior AnalystParticipates in the development of projectsCarries out execution of assigned projectsCoordinates the efforts of analyst,junior analyst,&other personnel in the development of research design and data collectionPrepares final reportFig 1.4 cont.Statistician/Data ProcessingServes as expert on theory and application on statistical techniquesOversees experimental design,data processing,and analysisSelected Marketing Research Career Descriptions1-21Marketing Research Suppliers&ServicesnInternal suppliers nExternal suppliers nFull-service suppliers nSyndicated servicesnStandardized servicesnCustomized servicesnInternet services nLimited-service suppliers nField servicesnCoding and data entry services nAnalytical services nData analysis servicesnBranded marketing research products 1-22Criteria for Selecting a Research SupplierWhat is the reputation of the supplier?Do they complete projects on schedule?Are they known for maintaining ethical standards?Are they flexible?Are their research projects of high quality?What kind and how much experience does the supplier have?Has the firm had experience with projects similar to this one?Do the suppliers personnel have both technical and non-technical expertise?Can they communicate well with the client?Competitive bids should be obtained and compared on the basis of quality as well as price.1-23Careers in Marketing ResearchnCareer opportunities are available with marketing research firms(e.g.,AC Nielsen,Burke,Inc.,M/A/R/C)nCareers in business and non-business firms and agencies with in-house marketing research departments(e.g.,Procter&Gamble,Coca-Cola,AT&T,the Federal Trade Commission,United States Census Bureau)nAdvertising agencies(e.g.,BBDO International,Ogilvy&Mather,J.Walter Thompson,Young&Rubicam)nPositions:vice president of marketing research,research director,assistant director of research,project manager,field work director,statistician/data processing specialist,senior analyst,analyst,junior analyst,and operational supervisor.1-24A Sample of Marketing Research Jobs1-25Preparation for a Career in Mktg.ResearchnTake all the marketing courses you can.nTake courses in statistics and quantitative methods.nAcquire Internet and computer skills.Knowledge of programming languages is an added asset.nTake courses in psychology and consumer behavior.nAcquire effective written and verbal communication skills.nThink creatively.Creativity and common sense command a premium in marketing research.1-26Management Information Systems vs.Decision Support Systems Unstructured Problems Use of Models User Friendly Interaction AdaptabilityCan Improve Decision Making by Using“What if”AnalysisDSSMIS Structured Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data1-27The Dept.Store ProjectThe following information was solicited:1.Familiarity with the ten department stores.2.Frequency with which household members shopped at each of the ten stores.3.Relative importance attached to each of the eight factors of the choice criteria.4.Evaluation of the ten stores on each of the eight factors of the choice criteria.5.Preference ratings for each store.6.Rankings of the ten stores(from most preferred to least preferred).7.Degree of agreement with 21 lifestyle statements.8.Standard demographic characteristics(age,education,etc.)9.Name,address,and telephone number.1-28DomesticAAPOR:American Association for Public Opinion Research()AMA:American Marketing Association()ARF:The Advertising Research Foundation()CASRO:The Council of American Survey Research Organizations()MRA:Marketing Research Association()QRCA:Qualitative Research Consultants Association()RIC:Research Industry Coalition(industry.org)Marketing Research Associations Online1-29InternationalESOMAR:European Society for Opinion and Marketing Research()MRS:The Market Research Society(UK)()MRSA:The Market Research Society of Australia()PMRS:The Professional Marketing Research Society(Canada)()Marketing Research Associations Online1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Monday,March 27,20232、阅读一切好书如同和过去最杰出的人谈话。17:34:2717:34:2717:343/27/2023 5:34:27 PM3、越是没有本领的就越加自命不凡。3月-2317:34:2717:34Mar-2327-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。17:34:2717:34:2717:34Monday,March 27,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2317:34:2717:34:27March 27,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。27 三月 20235:34:27 下午17:34:273月-237、最具挑战性的挑战莫过于提升自我。三月 235:34 下午3月-2317:34March 27,20238、业余生活要有意义，不要越轨。2023/3/27 17:34:2717:34:2727 March 20239、一个人即使已登上顶峰，也仍要自强不息。5:34:27 下午5:34 下午17:34:273月-2310、你要做多大的事情，就该承受多大的压力。3/27/2023 5:34:27 PM17:34:2727-3月-2311、自己要先看得起自己，别人才会看得起你。3/27/2023 5:34 PM3/27/2023 5:34 PM3月-233月-2312、这一秒不放弃，下一秒就会有希望。27-Mar-2327 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Monday,March 27,202327-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2317:34:2727 March 202317:34谢谢大家谢谢大家
