市场调查方法第二章.ppt

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1、少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤2023/5/19市场调查方法第二章市场调查方法第二章锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂LEARNING OUTCOMES1.Distinguish between the concepts of data,information,and intelligence2.Describe the four characteristics that explain the usefulness of data3.Identify the purpose of research

2、 in assisting marketing operations4.Explain what a decision support system is and what it does5.Distinguish an Intranet from the InternetAfter studying this chapter,you should be able to 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Information,Data,and Intellige

3、nceDataDataFacts or recorded measures of certain phenomena Facts or recorded measures of certain phenomena(things).(things).InformationInformationData formatted(structured)to support decision Data formatted(structured)to support decision making or define the relationship between two facts.making or

4、define the relationship between two facts.Market intelligenceMarket intelligenceThe subset of data and information that actually has The subset of data and information that actually has some explanatory power enabling effective decisions some explanatory power enabling effective decisions to be made

5、.to be made.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂EXHIBIT 2.1Data,Information,IntelligenceProducts purchased are recorded by the scanner forming data.Inventory systems use the data to create information.The information tells managers what items need to be

6、 stocked.The information also generates and can even place orders for more products to be trucked to the store.Analysts analyze the data statistically and write research reports addressing important questions such as:What types of trends exist in customer purchases,and are there regional differences

7、?Where should new stores be located?2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂The Characteristics of Valuable InformationRelevanceRelevanceThe characteristics of data reflecting how pertinent The characteristics of data reflecting how pertinent these particul

8、ar facts are to the situation at hand.these particular facts are to the situation at hand.Data QualityData QualityThe degree to which data represent the true situation.The degree to which data represent the true situation.TimelinessTimelinessMeans that the data are current enough to still be Means t

9、hat the data are current enough to still be relevant.relevant.Information CompletenessInformation CompletenessHaving the right amount of information.Having the right amount of information.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Global Information SystemsGlo

10、bal Information SystemGlobal Information SystemAn organized collection of computer hardware,An organized collection of computer hardware,communication equipment,software,data,and communication equipment,software,data,and personnel.personnel.Designed to capture,store,update,manipulate,Designed to cap

11、ture,store,update,manipulate,analyze,and immediately display information about analyze,and immediately display information about worldwide business activities.worldwide business activities.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Decision Support SystemsDeci

12、sion Support System(DSS)Decision Support System(DSS)Helps decision makers confront problems through Helps decision makers confront problems through direct interaction with computerized databases and direct interaction with computerized databases and analytical software programs.analytical software p

13、rograms.Stores data and transform them into organized Stores data and transform them into organized information that is easily accessible to marketing information that is easily accessible to marketing managers.managers.Components of a Decision Support SystemComponents of a Decision Support SystemDa

14、tabasesDatabasesSoftware programsSoftware programs 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂EXHIBIT 2.2Decision Support System 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Decision Support System Components(contd)Custome

15、r Relationship Management(CRM)Customer Relationship Management(CRM)A system for bringing together many important pieces A system for bringing together many important pieces of information:of information:vvCustomer profiles,sales,marketing effectiveness/Customer profiles,sales,marketing effectiveness

16、/responsiveness,market trendsresponsiveness,market trendsCRM provides a complete,dependable,and CRM provides a complete,dependable,and integrated view of its customer base.integrated view of its customer base.vvManagement,salespeople,customer service can access Management,salespeople,customer servic

17、e can access customer preferences and purchase information to match customer preferences and purchase information to match customer needs with product offerings and service customer needs with product offerings and service requirement reminders.requirement reminders.2007 Thomson/South-Western.All ri

18、ghts reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Databases and Data WarehousingDatabaseDatabaseA collection of raw data arranged logically and A collection of raw data arranged logically and organized in a form that can be stored and processed organized in a form that can be stored and processed by

19、 a computer.by a computer.Data WarehouseData WarehouseThe multitiered computer storehouse of current and The multitiered computer storehouse of current and historical data.historical data.Data WarehousingData WarehousingThe process allowing important day-to-day The process allowing important day-to-

20、day operational data to be stored and organized for operational data to be stored and organized for simplified access.simplified access.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Input ManagementInput ManagementInput ManagementAll numerical,text,voice,and imag

21、e data entered into All numerical,text,voice,and image data entered into the decision support system.the decision support system.Major Sources of InputMajor Sources of InputInternal recordsInternal recordsProprietary marketing researchProprietary marketing researchSalesperson inputSalesperson inputB

22、ehavioral trackingBehavioral trackingOutside vendors and external distributorsOutside vendors and external distributors 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂EXHIBIT 2.3Five Major Sources of Marketing Input for Decision Support Systems 2007 Thomson/South-

23、Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Input Management(contd)Internal RecordsInternal RecordsContain data that may become useful information for Contain data that may become useful information for marketing managers.marketing managers.vvAccounting reports of sales and inven

24、tory figures,provide Accounting reports of sales and inventory figures,provide considerable data.considerable data.vvCosts,orders,shipments,inventory,sales,and other aspects Costs,orders,shipments,inventory,sales,and other aspects of regular operations.of regular operations.vvCustomer profilesCustom

25、er profiles 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Input Management(contd)Proprietary Marketing ResearchProprietary Marketing ResearchConducts projects to study specific company Conducts projects to study specific company problems.problems.Emphasizes the g

26、athering of new data.Emphasizes the gathering of new data.vvSurvey findingsSurvey findingsvvTest market resultsTest market resultsIs not conducted regularly or continuously.Is not conducted regularly or continuously.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂I

27、nput Management(contd)Salesperson InputSalesperson InputSalespeople work in firms external environments can Salespeople work in firms external environments can provide essential marketing data.provide essential marketing data.vvCompetitors pricesCompetitors pricesvvNew product offeringsNew product o

28、fferingsvvComplaintsComplaintsvvTrendsTrendsBehavioral TrackingBehavioral TrackingGlobal positioning satellite(GPS)systemsGlobal positioning satellite(GPS)systems can track can track the whereabouts of delivery personnel at all times.the whereabouts of delivery personnel at all times.Scanner dataSca

29、nner datathe accumulated records resulting he accumulated records resulting from point of sale data recordings.from point of sale data recordings.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Input Management(contd)Outside Vendors and External DistributorsOutside

30、 Vendors and External DistributorsOrganizations that specialize in the collection and Organizations that specialize in the collection and publication of high-quality market information for sale publication of high-quality market information for sale and/or distribution.and/or distribution.vMedia rep

31、resentatives provide demographic and lifestyle provide demographic and lifestyle data about their audiences.data about their audiences.vData specialists record and store certain marketing record and store certain marketing information in computerized databases.information in computerized databases.2

32、007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Computerized Data ArchivesData WholesalersData WholesalersCompanies that put together consortia of data Companies that put together consortia of data sources into packages that are offered to municipal,sources into pac

33、kages that are offered to municipal,corporate,and university libraries for a fee.corporate,and university libraries for a fee.vvWilson Business CenterWilson Business CentervvHooversHooversvvPROQUESTPROQUESTvvINFOTRACINFOTRACvvDIALOG(Dialog Information Services,Inc.)DIALOG(Dialog Information Services

34、,Inc.)vvLEXISNEXIS,LEXISNEXIS,vvDow Jones News Retrieval ServicesDow Jones News Retrieval Services 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂EXHIBIT 2.4Vendors of Information Services and Electronic Indexing 2007 Thomson/South-Western.All rights reserved.锲而不舍

35、，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Computerized Data ArchivesComputerized Data ArchivesTypes Of DatabasesTypes Of DatabasesStatisticalStatisticalnumerical data for market analysis and forecasting.FinancialFinancialcompetitors and customers financial data,such as income statements and balance sheetsVide

36、oVideofilm clips,television commercials,2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Networks and Electronic Data InterchangeElectronic Data Interchange(EDI)Electronic Data Interchange(EDI)A type of exchange that occurs when one companys A type of exchange that

37、occurs when one companys computer system is integrated with another computer system is integrated with another companys system to exchange business information companys system to exchange business information with suppliers or customers.with suppliers or customers.2007 Thomson/South-Western.All righ

38、ts reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂What Exactly is the Internet?InternetInternetA global computer network that allows users access A global computer network that allows users access to information and documents from distant sources.to information and documents from distant sources.vvA c

39、ombination of a worldwide communication system and the A combination of a worldwide communication system and the worlds largest library.worlds largest library.HostHostWhere the content for a particular website physically Where the content for a particular website physically resides and is accessed.r

40、esides and is accessed.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Navigating the InternetWorld Wide Web(WWW)World Wide Web(WWW)The Internets graphical interface of thousands of The Internets graphical interface of thousands of interconnected web pages or docum

41、ents.interconnected web pages or documents.Content ProvidersContent ProvidersParties that furnish information on the World Wide Parties that furnish information on the World Wide Web.Web.IntranetIntranetA private data network that uses internet standards A private data network that uses internet sta

42、ndards and technology and provides firewalls for security.and technology and provides firewalls for security.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Navigating the Internet(contd)Uniform Resource Locator(URL)Uniform Resource Locator(URL)A web site address t

43、hat web browsers recognize.A web site address that web browsers recognize.Search EnginesSearch EnginesComputerized directories used to search the WWWComputerized directories used to search the WWWvvYAHOO()YAHOO()vvGOOGLE()GOOGLE()vvHOTBOT()HOTBOT()Keyword SearchKeyword SearchTakes place as the searc

44、h engine searches through Takes place as the search engine searches through millions of web pages for documents containing the millions of web pages for documents containing the keywords.keywords.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Selected Web SitesMar

45、keting InformationMarketing Informationhttp:/http:/http:/http:/http:/http:/http:/http:/http:/www.census.govhttp:/www.census.govAuthors Home PageAuthors Home Pagehttp:/www2.bus.okstate.edu/zikmundhttp:/www2.bus.okstate.edu/zikmund 2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，

46、金石可镂锲而不舍，金石可镂Interactive Media and Environmental ScanningInteractive MediumInteractive MediumA medium,such as the Internet,that a person can A medium,such as the Internet,that a person can use to communicate with and interact with other use to communicate with and interact with other users.users.Env

47、ironmental ScanningEnvironmental ScanningEntails all information gathering designed to detect Entails all information gathering designed to detect changes in the external operating environment of the changes in the external operating environment of the firm.firm.2007 Thomson/South-Western.All rights

48、 reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Information TechnologyInformation TechnologyPull TechnologyPull TechnologyConsumers request information from a web page and Consumers request information from a web page and the browser then determines a response;the the browser then determines a respons

49、e;the consumer is essentially asking for the data.consumer is essentially asking for the data.Push TechnologyPush TechnologySends data to a users computer without a request Sends data to a users computer without a request being made;software is used to guess what being made;software is used to guess

50、 what information might be interesting to consumers based information might be interesting to consumers based on the pattern of previous responses.on the pattern of previous responses.2007 Thomson/South-Western.All rights reserved.锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Information Technology(contd)Info