英国大学市场营销讲义Lect5_research课件.pptx

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1、CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Lecture 5:Marketing Research Lecture ObjectivesoResearch-Why?oProcesses InvolvedoAnalysisoReportingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT The provision of information about markets and the reaction of these various products,price,distributio

2、n and promotion actions.Why is marketing research important?List 5 reasonsMarketing researchCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2A marketing information systemMarketing environmentThe companyCustomersCompetitorsSuppliersDistributorsEconomicSocialLegalTechnologicalPhysical forcesMarketin

3、g information systemInternal continuous dataInternal ad-hoc dataEnvironmental scanningMarketing researchMarketing decision-makingStrategiclexternal continuous datalexternal ad-hoc datalnew products and marketslcompetitive strategylsales force monitoringladvertising copyTacticalCHANAKA JAYAWARDHENABS

4、P 022 MARKETING MANAGEMENT 4Descriptive or experimental researchThe Marketing Research ProcessInitialcontact(1)Researchbrief(2)Researchproposal(2/3)Main data collection stage(3/4)Data analysis and interpretation(4)Report writingand presentation(5)Exploratory researchCHANAKA JAYAWARDHENABSP 022 MARKE

5、TING MANAGEMENT Preliminary stageObjective is to identify/understand the research question and the background scenarioInitial contactResearch briefBackground informationSources of informationScale of the projectThe timetableMarketing research-what is involved?CHANAKA JAYAWARDHENABSP 022 MARKETING MA

6、NAGEMENT Objective-a firm decision is taken to go ahead with research.Commence detailed background studies and prepare data collection methods/instruments.Research proposalWhat will be doneHow much will it costHow long will it takeExploratory researchLiterature reviewSecondary sourcesPublicly availa

7、ble dataThe second stageCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Choose methods(channel where applicable)Decisions onQuantitative methodsFace to face interviewsMail surveysTelephone interviewsInternet surveys(email and web based)Identify population and select sampleSimple random samplingStra

8、tified random samplingCluster samplingCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stage three The objective is to design the data collection instrumentPlanDesignOrdering of topicsTypes of questionsWording and instructionsLayoutScalingProbes and promptsPiloting(testing)Qualitative methodsConsult

9、ation with expertsObservationCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stage fourThe objective here is to collect data and carry out subsequent analysisAdminister the instrumentCollect dataCollateInput data into databaseAnalyseInterpretStage fiveThe objective here is to present the findings o

10、f the researchReport writing PresentationsCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 5The sampling processDefine the populationSearch for sampling frameSpecify sampling methodDetermine sample sizeSelect the sampleCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Stages in the development of a q

11、uestionnairePlanningStagePlanningPilotStageDefinition of the research problemExploratory researchInformation requiredDefinition of populationTarget groupsSurvey methodOrdering of topicsType of questionWording and instructionsLayoutScalingProbes and promptsCodingPilot testingRedesignFinal questionnai

12、re8CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT How to go about it?Do it yourselfCommission a marketing research agencyTypes of marketing researchAd-hoc researchCustom designed studiesOmnibus studiesContinuous researchConsumer panelsRetail auditsTelevision viewership panels CHANAKA JAYAWARDHENAB

13、SP 022 MARKETING MANAGEMENT What is done with research output?Marketing information systemsA system in which marketing information is formally gathered,stored,analysed and distributed to managers in accord with their informational needs on a regular planned basis.CHANAKA JAYAWARDHENABSP 022 MARKETIN

14、G MANAGEMENT Some ethical issues in marketing researchIntrusions to privacyMisuse of marketing research findingsSelling under the guise of marketing researchQuestionable practises in information gatheringUsing studentsPosing under an assumed identityStealing/gaining access through dishonest means to

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