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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,5-,*,Marketing:,Real People, Real Decisions,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2019年12月11日星期三4时19分28秒,#,Analyzing theBusinessEnvironment,Chapter5,LectureSlides,Solomon,Stuart,Carson,& Smith,Yourname here,Course title/number,Date,1,ChapterLearningObjectives,Whenyouhave completedyourstudy of this chapter,youshould be able to:,Describethemarketing researchprocess.,Explainthedifferencesbetweenexploratory,problem-solving, and causalresearch, and describesomeresearch techniquesavailable to marketers.,Dealwith the issuesinvolved inmakingsense ofresearch results.,Discusshowmarketers implementresearchresults,2,Introductionto the Topic,Thetopic ofmarketing researchis importanttomarketers because ofitsrelationship tothemarketing concept.,Marketing concept:,a managementorientationthat focuses on achievingorganizational objectives byunderstanding consumerneeds and wantsandtheassociated costsofsatisfying them.,Marketing research is the mechanismby whichmarketers findoutwhatconsumers really want,so thattheycandevelopproducts orservices tosatisfythose needsandwants.,So it wouldhelpifwe knewsomething aboutthisprocess!,3,InformationforDecisionMaking,Marketing research:,theprocessof collecting, analyzing, and interpreting dataabout customers,competitors, and the business environment to improve marketingeffectiveness.,We are trying toimprovetheeffectiveness of our marketingdecisionmaking,andwecando thatby getting better information.,Marketingintelligence:,informationaboutafirm,sexternalenvironment,whichallowsmarketerstomonitorconditionsthataffectdemandforexistingproductsorcreatedemandfornewproducts.,Gatheringmarketingintelligenceisanongoingprocess,whereasmarketingresearchreferstomoreobjective-drivenactivities.,4,TheMarketingResearchProcess,Secondary,data,Focus,groups,Depth,interviews,Survey,Experiment,Problemdefinition,Exploratory,research,Formal,researchdesign,Observation,5,The MarketingResearch Process,Probability,Non-probability,Conclusion,and report,Sampling,Datacollection,and analysis,Decision making,Storage for future,decision making,Backto,Problem definition,6,The MarketingResearch Process,Defining the problem,to beinvestigated is thefirst step inthe marketing research process. Defining theproblem has three components:,Specify research objectives,Identify consumer population,Assess environmentalcontext,Finding out what consumers really thinkaboutyourproductscan be a good research objective, as discovered byMercedes-Benz.,Research design:,a plan that specifies what information marketers will collect andwhattypeof studytheywilldo.,The firstthingto do isto look atwhathasbeendonealready, calledsecondaryresearch.,7,The MarketingResearch Process,(continued),Exploratory research:,techniquethatmarketersuse to generateinsightsfor future, more rigorousstudies,and to help define the problem. This type ofresearchproduces,qualitative,data.,Exploratory researchcaninclude secondary research, consumer interviews, focusgroups, case studies, andethnographies.,Secondaryresearch:,an examinationof research alreadyconductedby others,andothersources of externalinformation.,StatisticsCanadas,Market ResearchHandbook,is agoodsource ofinformation, asarebankweb sites,andmarketingresearch associations.,It isbetter tofindoutwhatis available,before,deciding to conductonesownresearch,to save time and money.,8,The MarketingResearch Process,(continued),Consumer interviews:,one-on-onediscussions betweena consumer anda researcher.These interviews can bemorein-depth than telephone surveys andallow forprobing further into subjectareas.,Focusgroup:,a product-oriented discussionconductedamonga small groupof consumers led bya trainedmoderator.,Focusgroups are used extensively by theadvertising industry todevelop communications strategy andtestideas.,Focusgroups are fast ways tocollect informationand benefit from thegroup atmosphere, however, they must beusedwithcaution as theresults are not necessarily representative of theoverall populationresearchers areinterested in.,9,The MarketingResearch Process,(continued),Projectivetechniques:,teststhatmarketersuseto explorepeoplesunderlyingfeelingsabouta product, especially appropriatewhenconsumersare unableor unwilling to expresstheirtruereactions.,The difficultyin using projectivetechniquescomes ininterpreting the results,which isverysubjective.,Casestudy:,a comprehensiveexamination ofa particular firm or organization.,Ethnography:,a detailedreport onobservations of people in their own homes orcommunities.,10,The MarketingResearch Process,(continued),Descriptive research:,a researchtoolthatprobes more systematically into the problemand basesits conclusionson largenumbers ofobservations.,The purpose isto describe a situation or population ofinterestat one point intime.,Cross-sectionaldesign:,typeof descriptivetechniquethatinvolves the systematic collectionof quantitativeinformation atonepointin time.,Longitudinal design:,techniquesthattracks the responses ofthe same sampleof respondentsovertime.,Survey:,a questionnairethatasksparticipants abouttheirbeliefs or behaviors viathetelephone,direct mail, computer, or inperson.,11,The MarketingResearch Process,(continued),Observational research:,a passiveresearch technique wherethe behaviour of respondents are observed andrecorded,either mechanicallyor by anobserver.Useful inovercoming self-reporting bias, but difficult toknow,why,people dothe thingsthattheydo.,Causal research:,techniquesthatattempttounderstandcause-and-effectrelationshipsbetweenconcepts.,Alsoknownas,experiments,theseattempttomeasuretheeffectofmanipulatinganindependentvariableonthedependentvariable,whileatthesametimecontrollingfortheinfluenceofanyextraneousvariables.,Testmarketingisanexample.,12,AStandardExperimentalResearchDesign,Supposeyouhadanewcream(treatment)thatyoubelievedwouldgrowhaironabilliardball,andwantedtotestitout.,Theonlywaytoknowforsurethatitwasthecreamthatcausedthehairgrowthwouldbetocompareittotheamountofhairgrownbytwoothergroups.,Gottalovethatmiracledrugplacebo,itwillcureanything!,Measuretheconceptofinterest,todeterminethebaselineforcomparison,Randomlyassignparticipantstoone,ofthreegroupsfortheexperiment,Chooseasampleofpeoplefrom,thepopulationofinterest,Group1,treatment,Group2,placebo,Group3,nothing,Measuretheconceptofinterest,againtocomparechange,13,ReliabilityandValidity,Reliability:,theextenttowhichresearchmeasurementtechniquesarefreefromerrors.Reliabilityisameasureofconsistencyanditappliestothemeasurementinstrument.,Validity:,theextenttowhichresearchactuallymeasureswhatitwasintendedtomeasure.Theresultsareeitheravalidmeasureoftheconceptofinterest,ortheyarenot.,Example:,abathroomscalecanbeareliablemethodofdeterminingyourweight,however,yourweightisnotnecessarilyavalidindicatorofyourlevelofphysicalfitness.,Note:,a research instrument can bereliable but not valid,butiftheresultsarevalid, thentheyarebydefault,reliable.,14,SamplingandRepresentativeness,Sampling:,theprocessof selectingrespondentswhostatistically representa larger populationofinterest. How asampleis chosen will determinehowrepresentativetheyarelikelyto be oftheoverallpopulation.,Representativeness:,theextent to whichconsumers ina studyaresimilartoa largergroup in whichtheorganizationhasaninterest.,Random samplingis the bestmethod to use toensurethisisachieved, although variations ofthis can also be effective.,If the sample isrepresentativeof the population ofthewhole,thenwecan,generalize,theresultstaken from the sample tothat largerpopulation,otherwise,we cannot.,15,GatheringandUsing Data,Primarydata,collection is the process ofgathering datayourselffora specificresearchproject, versussecondary dataalreadygatheredbysomeoneelse.,There are many waysto gatheringdata, frompersonalinterviews,mail surveys, observationalstudies, and even looking in the garbage.,Singlesource data:,informationthat is integratedfrommultiplesources to monitorthe impactofmarketingcommunicationsonaparticular customer group overtime.,Thesesources canbecouponredemptions, sales records, scannerdataandloyaltyprograms.,16,GatheringandUsingData,(continued),Data mining:,sophisticated analysis techniquesthattake advantageofthemassiveamountofavailable transaction information.,Four importantapplicationsofdatamining:,Customeracquisition,Customerretention,Customerabandonment,Marketbasket analysis,Marketinginformationsystem (MIS):,proceduredeveloped by afirmtocontinuouslygather,sort,analyze,store,and distributerelevantand timelymarketinginformationtoits managers.,Scenarios:,Possiblefuturesituationsthat futuristsusetoassess thelikelyimpact of alternative marketingstrategies.,17,FamousLast Words,Marketingresearchisanimportant activity becauseofits relationshiptothemarketing concept.,Marketingresearchprovidesmanagerswiththeinformationtheyneed to makebetter marketingdecisions.,Atleastintheory!,18,谢,谢,谢,11,月,月-2215:04:1415:0415:0411,月,月-2211,月,月-2215:04,15:0415:04:1411,月,月-2211,月,月-2215:04:14,2022/11/715:04:14,9,、静,夜,夜四,无,无邻,，,，荒,居,居旧,业,业贫,。,。11,月,月-2211,月,月-22,Monday,November7,2022,10,、雨,中,中黄,叶,叶树,，,，灯,下,下白,头,头人,。,。15:04:1415:04:1415:04,11/7/20223:04:14PM,11,、以我,独,独沈久,，,，愧君,相,相见频,。,。11月-2215:04:1415:04,Nov-2207-Nov-22,12,、故,人,人江,海,海别,，,，几,度,度隔,山,山川,。,。15:04:1415:04:1415:04,Monday,November7,2022,13,、乍见翻,疑,疑梦，相,悲,悲各问年,。,。11月-2211月-2215:04:1415:04:14,November7,2022,14,、,他,他,乡,乡,生,生,白,白,发,发,，,，,旧,旧,国,国,见,见,青,青,山,山,。,。,。,。07,十,十,一,一,月,月20223:04:14,下,下,午,午15:04:1411,月,月-22,15,、比不了得,就,就不比，得,不,不到的就不,要,要。十一月 223:04,下,下午11月-2215:04,November 7, 2022,16,、行,动,动出,成,成果,，,，工,作,作出,财,财富,。,。2022/11/715:04:1415:04:14,07November2022,17,、做,前,前，,能,能够,环,环视,四,四周,；,；做,时,时，,你,你只,能,能或,者,者最,好,好沿,着,着以,脚,脚为,起,起点,的,的射,线,线向,前,前。,。,。3:04:14,下,下午3:04,下,下,午,午15:04:1411,月,月-22,9,、没有,失,失败，,只,只有暂,时,时停止,成,成功！,。,。11月-2211月-22,Monday, November 7, 2022,10,、很多,事,事情努,力,力了未,必,必有结,果,果，但,是,是不努,力,力却什,么,么改变,也,也没有,。,。15:04:1415:04:1415:04,11/7/20223:04:14PM,11,、成功就,是,是日复一,日,日那一点,点,点小小努,力,力的积累,。,。11月-2215:04:1415:04,Nov-2207-Nov-22,12,、世间成,事,事，不求,其,其绝对圆,满,满，留一,份,份不足，,可,可得无限,完,完美。15:04:1515:04:1515:04,Monday,November7,2022,13,、不知香,积,积寺，数,里,里入云峰,。,。11月-2211月-2215:04:1515:04:15,November7,2022,14,、意志坚强,的,的人能把世,界,界放在手中,像,像泥块一样,任,任意揉捏。07 十一,月,月 20223:04:15 下午15:04:1511月-22,15,、楚,塞,塞三,湘,湘接,，,，荆,门,门九,派,派通,。,。十一,月,月223:04,下,下,午,午11,月,月-2215:04,November7,2022,16,、少,年,年十,五,五二,十,十时,，,，步,行,行夺,得,得胡,马,马骑,。,。2022/11/715:04:1515:04:15,07November2022,17,、,空,空,山,山,新,新,雨,雨,后,后,，,，,天,天,气,气,晚,晚,来,来,秋,秋,。,。,。,。3:04:15,下,下,午,午3:04,下,下,午,午15:04:1511,月,月-22,9,、杨柳,散,散和风,，,，青山,澹,澹吾虑,。,。11月-2211月-22,Monday, November 7, 2022,10,、阅读,一,一切好,书,书如同,和,和过去,最,最杰出,的,的人谈,话,话。15:04:1515:04:1515:04,11/7/20223:04:15PM,11,、越是没有,本,本领的就越,加,加自命不凡,。,。11月-2215:04:1515:04,Nov-2207-Nov-22,12,、越是无能,的,的人，越喜,欢,欢挑剔别人,的,的错儿。15:04:1515:04:1515:04,Monday, November 7,2022,13,、,知,知,人,人,者,者,智,智,，,，,自,自,知,知,者,者,明,明,。,。,胜,胜,人,人,者,者,有,有,力,力,，,，,自,自,胜,胜,者,者,强,强,。,。11,月,月-2211,月,月-2215:04:1515:04:15,November7,2022,14,、,意,意,志,志,坚,坚,强,强,的,的,人,人,能,能,把,把,世,世,界,界,放,放,在,在,手,手,中,中,像,像,泥,泥,块,块,一,一,样,样,任,任,意,意,揉,揉,捏,捏,。,。07,十,十,一,一,月,月20223:04:15,下,下,午,午15:04:1511,月,月-22,15,、最具挑战,性,性的挑战莫,过,过于提升自,我,我。十一月 223:04,下,下午11月-2215:04,November 7, 2022,16,、业,余,余生,活,活要,有,有意,义,义，,不,不要,越,越轨,。,。2022/11/715:04:1515:04:15,07November2022,17,、一,个,个人,即,即使,已,已登,上,上顶,峰,峰，,也,也仍,要,要自,强,强不,息,息。3:04:15,下,下午3:04,下,下,午,午15:04:1511,月,月-22,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感谢,您,您的,下,下载,观,观看,专家,告,告诉,
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