Marketing-Research英语课件.ppt

Marketing Research,Alvin C. Burns Ronald F. Bush,This course is about gathering information in order to make better decisions. And you will learn about the basic process marketing researchers use to provide managers with the information they need to make better decisions. have already studied fundamentals of marketing and elementary statistics.,Chapter 1 Introduction to Marketing Research,Learning Objectives To know the relationship of marketing research to marketing, the marketing concept and marketing strategy To know how to define marketing research To understand the purpose and uses of marketing research studies To know how to classify different types of marketing research studies To describe a MIS and understand why marketing research occupies a place in an MIS,1.1 The relationship of marketing research to marketing,Marketing research is part of marketing What is marketing? Meeting needs profitably,The definition offered by the American Marketing Association: marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.,Tangible product view of marketing Service-centered view of marketing,In order to practice marketing, marketing decision makers need information in order to make better decisions. In todays world, information is more important. Successful companies have the right information to help them make decisions leading to success. Marketing research provides information to decision makers.,So to practice marketing correctly, managers must have information-this is the purpose of marketing research. Marketing research is a part of marketing; it provides the necessary information to enable managers to market ideas, goods, and services properly.,how? Having the right philosophy, followed by proper marketing strategy,The importance of philosophies and the philosophy we call “the marketing concept”,-a system of values, or principles, by which you live. A managers philosophy will affect how he or she make day-to-day decision in the business. A much better philosophy is called the “marketing concept”.,Philip Kotlers definition: The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets. The customers is God.,The “right philosophy” is an important first step in being Must put together the “right strategy”,The “right marketing strategy”,Strategy means developing plans of attack that would minimize the enemys ability to respond. So, by strategy, we mean a Plan, and one that should anticipate competitors reactions.,A marketing strategy consists of selecting a segment of the market as the companys target market and designing the proper “mix” of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.,In order to develop the “right” strategy, the following questions must be answered: What is the market, and how do we segment it? What are the wants and needs of each segment, and what is the size of each segment? Who are our competitors, and how are they already meeting the wants and needs of consumers? Which segment(s) should we target? Which model of a proposed product will best suit the target market? What is the best price? Which promotional method will be the most efficient? How should we distribute the product/service?,In order to make the right decisions, managers must have objective, accurate, and timely information. Marketing research supplies much of this information,1.2 Defining marketing research,Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. The AMA definition is : Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.,1.3 What is the purpose of marketing research?,The purpose of marketing research is to link the customer to the marketer by providing information that can be used in making marketing decisions. Marketing research information is also routinely collected on entities other than the consumer: members of distribution channels, employees, and all the environments, including competitors.,Notice: Sometimes marketing research studies lead to the wrong decision.,1.4 What are the uses of marketing research?,Identify market opportunities and problems Generate, refine, and evaluate potential marketing actions Monitor marketing performance “tracking research” “see where we and our competitors are” Improve marketing as a process basic research-to expand our knowledge applied research-to solve specific problem,1.5 Classifying marketing research studies,See table 1.1 (page 11),1.6 The marketing information system (MIS),Marketing decision makers have a number of sources of information available to them. An MIS is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.,The role of the MIS is to determine decision makers information needs, acquire the needed information, and distribute that information to the decision makers in a form and at a time when they can use it for decision making.,The marketing research gathers information not gathered by the other MIS component subsystems. Marketing research projects, unlike the other components, are not continuous-they have a beginning and an end.,Chapter 2 Explaining the marketing Research Process,Learning Objective To gain insights into marketing research by learning the steps in the marketing research process To understand the caveats associated with “a process” To know when marketing research may be needed and when it may not be needed To know which step is the most important in the marketing research process To have a framework for understanding the topics to be covered in the rest of this book,2.1 The marketing research process,The process: 11 steps First, the steps give researchers and nonresearchers an overview of entire process. Second, they provide a procedure, in the sense that a researcher, by referring to the steps, knows what tasks to consider and in what order.,11 steps in the marketing research process in Figure 2.1 (P. 20) Establish the need for marketing research Define the problem Establish research objectives Determine research design Identify information types and sources Determine methods of accessing data Design data-collection forms Determine the sample plan and size Collect data Analyze data Prepare and present the final research report,Step-by-step process: some words of caution,Why 11 steps? Such as: Not all studies use all 11 steps Steps are not always followed in order To know the steps in the process provide us with a framework to better understand marketing research.,Step 1: establish the need for marketing research,The need for marketing research arises when managers must make decisions but have inadequate information. Managers must weigh the value that may possibly be derived from conducting research and having the information at hand against the cost of obtaining that information.,Step 1: I. Company policy regarding the use of marketing research,Company policy toward marketing research and the role management wishes marketing research to play in the organization affects whether and how much research is conducted .,I. Some managers simply do not believe in investing time and money in research and have a no-research policy. For example: some managers simply do not believe in investing time and money in research and have a no-research policy.,II. Others use marketing research but make choices as to how much and how often marketing research will use it. For example: Conduct different types of studies on a continuous basis at specified intervals (periodic studies); on an “as-needed” basis,Company policy regarding marketing research may also show a preference of a type of research. Such as: focus groups quantitative studies based upon large samples tracking studies,Step 1: II. When is marketing research not needed?,The information is already available. The timing is wrong to conduct marketing research. Funds are not available for marketing research. Costs outweigh the value of marketing research. When will research be more likely to have greater value?,Step 2: Define the problem,This is the most important step, because if the problem is incorrectly defined, all else is wasted effort. Defining the problem is often difficult. Problems stem from two primary sources: Gaps between what is supposed to happen and what did happen, and gaps between what did happen and what could have happened.,Step 3: Establish research objective,Research objectives are set so that when achieved, they provide the information necessary to solve the problem. A question should be asked: What information is needed in order to solve the problems? Research objectives state what the researchers must do in order to provide the information necessary to solve the problem.,Research objectives must be very detailed and specific. They spell out exactly what information should be collected, in what format, by what method, and from whom. They tell the researchers exactly what they must do.,Step 4: Determine research design,To categorize research projects by the methods and procedures used to collect and analyze data. (1) exploratory research (2) descriptive research (3) causal research,Exploratory research is the collection of information in an unstructured and informal manner. In marketing research, there are two categories: quantitative and qualitative. Quantitative research is characterized by data sets containing precise measurement of variables thought to be important to the study at hand. Qualitative research is not characterized by numerical analysis, but is often used to explore; to learn more about the problem at hand.,Descriptive research designs incorporate a set of methods and procedures that describe marketing variables. Descriptive studies investigate these variables by answering who, what, where, when and how questions. Such as: consumers attitudes, intentions, behaviors, the number of competitors and their strategies.,Causal research answers the question of why? Causal research designs allows us to isolate causes and effects. It is called experiments.,Step 5: Identify information types and sources,In order for research to provide information that helps solve problems, researchers must identify the type and sources of information they will use. Primary information secondary information information collected information already specifically for the collected by others but problem at hand may be used for the problem at hand,Step 6: Determine methods of accessing data,Accessing data may be accomplished through a variety of methods. Secondary data Primary data When the researcher must communicate with respondents, there are three main choices: (1) have a person ask questions (2) use a computer-assisted method (3) allow respondents to answer questions themselves without computer assistance; or make use of more than on method.,step 7: Design data-collection forms,The design of the data-collection form that is used to request and record information gathered in marketing research project is critical to the success of the project. questionnaires,Step 8: Determine sample plan and size,Normally, marketing research studies are undertaken to learn about a population by taking a sample-a subset-of that population. A population consists of the entire group about which the researcher wishes to make inferences based on information provided by the sample data.,The sample plan refers to the process used to select units or elements from the population to be included in the sample. Sample size refers to determining how many units or elements of the population should be included in the sample.,Step 9: collect data,Data are usually gathered by trained interviewers who are employed by field-data-collection companies to collect primary data. nonsampling errors: Selecting the wrong sample elements to interview, selecting subjects who refuse to participate or are simply not at home when the interviewer calls, interviewing subjects who intentionally give out the wrong information, or hiring interviewers who cheat and fill out fictitious survey questionnaires.,Step 10: Analyze data,Data analysis involves entering data into computer files, inspecting the data for errors, and running tabulations and various statistical tests.,Step 11: Prepare and present the final research report,The last step in the marketing research process It is one of the most important phases of marketing research-properly communicate the study results to the client.,Chapter 3 defining the problem and determining research objectives,Learning objectives Page 32,3.1 What is “the problem” and the “research objective”?,I. The problem Refer to the situation facing the manager or client. Problems are situations calling for managers to make choices among alternatives.,3.1 What is “the problem” and the “research objective”?,II. The research objective Research objectives are totally dependent on the problem, but they are different in that they state what the researcher must do. Research objectives state specifically what information must be produced by the researcher so that the manager can choose the correct alternative to solve the problem. Each tells the researcher what must be done in order to help solve the clients problem.,3.2 Establishing the need for marketing research,When is marketing research not needed? As a review, marketing research should not be used when The information is already available. The timing is wrong . Funds are not available . The costs of research are greater than the value of information generated by the research.,3.3 The importance of properly defining the problem,A problem well defines is a problem half solved says an old but still valid adage. How a problem is defined sets the direction for the entire project. A good definition is necessary if marketing research is to contribute to the solution of the problem. A bad definition dooms the entire project from the start and guarantees that subsequent marketing and marketing research efforts will prove useless. Nothing we researchers can do has so much leverage on profit as helping marketing define the right problem. -La