世界行销讲座之经营环境分析.ppt

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1、世界行销讲座之经营世界行销讲座之经营环境分析环境分析Marketing: Real People, Real Decisions5-2Chapter Learning ObjectivesWhen you have completed your study of this chapter, you should be able to:Describe the marketing research process.Explain the differences between exploratory, problem-solving, and causal research, and descr

2、ibe some research techniques available to marketers.Deal with the issues involved in making sense of research results.Discuss how marketers implement research resultsMarketing: Real People, Real Decisions5-3Introduction to the TopicThe topic of marketing research is important to marketers because of

3、 its relationship to the marketing concept. Marketing concept: a management orientation that focuses on achieving organizational objectives by understanding consumer needs and wants and the associated costs of satisfying them.Marketing research is the mechanism by which marketers find out what consu

4、mers really want, so that they can develop products or services to satisfy those needs and wants.So it would help if we knew something about this process!Marketing: Real People, Real Decisions5-4Information for Decision Making Marketing research: the process of collecting, analyzing, and interpretin

5、g data about customers, competitors, and the business environment to improve marketing effectiveness.We are trying to improve the effectiveness of our marketing decision making, and we can do that by getting better information. Marketing intelligence: information about a firms external environment,

6、which allows marketers to monitor conditions that affect demand for existing products or create demand for new products.Gathering marketing intelligence is an ongoing process, whereas marketing research refers to more objective-driven activities. Marketing: Real People, Real Decisions5-5The Marketin

7、g Research ProcessSecondarydataFocusgroupsDepthinterviewsSurveyExperimentProblem definitionExploratoryresearchFormalresearch designObservationMarketing: Real People, Real Decisions5-6The Marketing Research ProcessProbabilityNon-probabilityConclusionand reportSamplingData collectionand analysisDecisi

8、on makingStorage for futuredecision makingBack toProblem definitionMarketing: Real People, Real Decisions5-7The Marketing Research Process Defining the problem to be investigated is the first step in the marketing research process. Defining the problem has three components: Specify research objectiv

9、es Identify consumer population Assess environmental contextFinding out what consumers really think about your products can be a good research objective, as discovered by Mercedes-Benz. Research design: a plan that specifies what information marketers will collect and what type of study they will do

10、.The first thing to do is to look at what has been done already, called secondary research.Marketing: Real People, Real Decisions5-8The Marketing Research Process (continued) Exploratory research: technique that marketers use to generate insights for future, more rigorous studies, and to help define

11、 the problem. This type of research produces qualitative data. Exploratory research can include secondary research, consumer interviews, focus groups, case studies, and ethnographies. Secondary research: an examination of research already conducted by others, and other sources of external informatio

12、n.Statistics Canadas Market Research Handbook is a good source of information, as are bank web sites, and marketing research associations.It is better to find out what is available before deciding to conduct ones own research, to save time and money.Marketing: Real People, Real Decisions5-9The Marke

13、ting Research Process (continued) Consumer interviews: one-on-one discussions between a consumer and a researcher. These interviews can be more in-depth than telephone surveys and allow for probing further into subject areas. Focus group: a product-oriented discussion conducted among a small group o

14、f consumers led by a trained moderator.Focus groups are used extensively by the advertising industry to develop communications strategy and test ideas.Focus groups are fast ways to collect information and benefit from the group atmosphere, however, they must be used with caution as the results are n

15、ot necessarily representative of the overall population researchers are interested in.Marketing: Real People, Real Decisions5-10The Marketing Research Process (continued) Projective techniques: tests that marketers use to explore peoples underlying feelings about a product, especially appropriate wh

16、en consumers are unable or unwilling to express their true reactions.The difficulty in using projective techniques comes in interpreting the results, which is very subjective. Case study: a comprehensive examination of a particular firm or organization. Ethnography: a detailed report on observations

17、 of people in their own homes or communities.Marketing: Real People, Real Decisions5-11The Marketing Research Process (continued) Descriptive research: a research tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.The purpose is to descri

18、be a situation or population of interest at one point in time. Cross-sectional design: type of descriptive technique that involves the systematic collection of quantitative information at one point in time. Longitudinal design: techniques that tracks the responses of the same sample of respondents o

19、ver time. Survey: a questionnaire that asks participants about their beliefs or behaviors via the telephone, direct mail, computer, or in person. Marketing: Real People, Real Decisions5-12The Marketing Research Process (continued) Observational research: a passive research technique where the behavi

20、our of respondents are observed and recorded, either mechanically or by an observer. Useful in overcoming self-reporting bias, but difficult to know why people do the things that they do. Causal research: techniques that attempt to understand cause-and-effect relationships between concepts.Also know

21、n as experiments, these attempt to measure the effect of manipulating an independent variable on the dependent variable, while at the same time controlling for the influence of any extraneous variables.Test marketing is an example.Marketing: Real People, Real Decisions5-13A Standard Experimental Res

22、earch DesignSuppose you had a new cream (treatment) that you believed would grow hair on a billiard ball, and wanted to test it out.The only way to know for sure that it was the cream that caused the hair growth would be to compare it to the amount of hair grown by two other groups.Gotta love that m

23、iracle drug placebo, it will cure anything! Measure the concept of interest to determine the baseline for comparisonRandomly assign participants to one of three groups for the experimentChoose a sample of people from the population of interest Group 1treatmentGroup 2placeboGroup 3nothingMeasure the

24、concept of interest again to compare changeMarketing: Real People, Real Decisions5-14Reliability and Validity Reliability: the extent to which research measurement techniques are free from errors. Reliability is a measure of consistency and it applies to the measurement instrument. Validity: the ext

25、ent to which research actually measures what it was intended to measure. The results are either a valid measure of the concept of interest, or they are not.Example: a bathroom scale can be a reliable method of determining your weight, however, your weight is not necessarily a valid indicator of your

26、 level of physical fitness.Note: a research instrument can be reliable but not valid, but if the results are valid, then they are by default, reliable. Marketing: Real People, Real Decisions5-15Sampling and Representativeness Sampling: the process of selecting respondents who statistically represent

27、 a larger population of interest. How a sample is chosen will determine how representative they are likely to be of the overall population. Representativeness: the extent to which consumers in a study are similar to a larger group in which the organization has an interest.Random sampling is the best

28、 method to use to ensure this is achieved, although variations of this can also be effective.If the sample is representative of the population of the whole, then we can generalize the results taken from the sample to that larger population, otherwise, we cannot.Marketing: Real People, Real Decisions

29、5-16Gathering and Using Data Primary data collection is the process of gathering data yourself for a specific research project, versus secondary data already gathered by someone else.There are many ways to gathering data, from personal interviews, mail surveys, observational studies, and even lookin

30、g in the garbage. Single source data: information that is integrated from multiple sources to monitor the impact of marketing communications on a particular customer group over time.These sources can be coupon redemptions, sales records, scanner data and loyalty programs. Marketing: Real People, Rea

31、l Decisions5-17Gathering and Using Data (continued) Data mining: sophisticated analysis techniques that take advantage of the massive amount of available transaction information.Four important applications of data mining: Customer acquisition Customer retention Customer abandonment Market basket ana

32、lysis Marketing information system (MIS): procedure developed by a firm to continuously gather, sort, analyze, store, and distribute relevant and timely marketing information to its managers. Scenarios: Possible future situations that futurists use to assess the likely impact of alternative marketing strategies.Marketing: Real People, Real Decisions5-18Famous Last WordsMarketing research is an important activity because of its relationship to the marketing concept.Marketing research provides managers with the information they need to make better marketing decisions.At least in theory!