1、（一）调研人员在营销问题识别过程中的作用 5五、Research objectives 5Chapter 4 Understanding research design 5一、Research design 5二、Types of research design 6（一）Exploratory（unware of problem） 6（二）Descriptive research 6（三）Causal research 6三、Expert 6四、Test marketing 试销 7（一）Use of test marketing 7（二）Types of test marketing 7（三
2、）Pros & cons of test marketing 7Chapter 7 Utilizing exploratory & qualitative research 7一、Quantitative, qualitative & pluralistic research 7二、Observation 8（一）Types of observation 8（二）When to use 8（三）PRO & CON 8三、Focus group 8（一）定义 8（二）Types of focus group 8四、Other qualitative techniques 9（一）Depth in
3、terview 9（二）Protocol analysis语义分析 9（三）Projective techniques投射技术 9Chapter 8 Evaluating survey data-collection methods 10一、Pros of survey数据搜集 10二、四种调查模式 10（一）Person-administered survey 10（二）Computer-administered survey CATI电话访问 10（三）Self-administered survey eg:邮寄调研，drop off survey留置调研 10（四）Mixed mode
4、survey 10三、Description of data collection methods 10（一）Person-administered survey 11（二）Computer-administered survey 11（三）Self-administered survey 11四、Choices of survey method 11【定量：收集数据的方法 online/interview】 11Chapter 9 Understanding measurement in MR 11一、Basic question=response formats 11【considerat
5、ions in choosing a question-response format】 12IntroductionMR1.MKT定义：creating, communicating & delivering/managing customer relationships/benefit the organization & stakeholders2.营销理念：business philosophy, more effective, creating, delivering, communicating customer value to its chosen markets3.marke
6、ting strategy: select a segment, mix the product/service, price, promotion & distribution to meet the wants & needsneed objective, accurate, timely, information二、Defining MR/作用/分类1.MR定义：（1）process of designing, gathering, analyzing & reporting to solve specific problem（2）function that links the cons
7、umer, customer & public to the marketer through into （used to） Identify & define opportunities & problems Eg: market-demand determination Generate, refine & evaluate potential marketing actions proposed marketing-mix evaluation testing Monitor marketing performance image analysis Improving marketing
8、 as a process future sales MR市场调研是MR的一部分，将营销调研的理论运用到某一个具体的市场区域五、Marketing information system1. internal reports2. marketing intelligence3.marketing decision support analysis4. marketing researchChapter 1 Explaining the MR process一、Establish the need for MR】1. value VS cost 2. when is MR NOT need?（1）
9、information already available（2）decisions must be made now（3）cannot afford research（4）costs outweigh value二、Define the problem Gaps between what is supposed to happen & what did happen（failure to meet objectives） 未达目标 Gaps between what did happen & what could be happening（an opportunity） 机会识别三、Estab
10、lish objectivesProvide information necessary to solve the problem四、Determine research design Exploratory research Descriptive research（who, where, what, when, how） Causal research五、Determine methods of accessing data Secondary information Primary information六、Design data collection formsQuestionaire
11、 objectively, clearly, without bias size Representativeness sample plan Accuracy sample size八、Collect data九、Analyze data present the final research report determing research objectives research objectives1. problems定义： alternatives2. research objectives定义： what information will be collected【Typical
12、business research problems】 Poor service encounters Competition has superior product/service features Conflicts distribution channel Ad campaign is not generating new sales prospects objective】 Sources of problems Recognizing the problem Problem definition Research objectives二、Sources of problems1.未
13、达目标2.机会识别三、Recognizing the problem1. systems to recognize source of problem（1）control system（2）opportunity identification system2. the role of symptoms in problem recognition某一现象在一些关键监测指标上的具体表现Eg：“公司利润是负数” NOT PROBLEMS!alert managers to problems四、 Problem definition（一）调研人员在营销问题识别过程中的作用1.已界定问题情景分析投标邀
14、请书&需求计划书方法：审查内外部的二手数据2.未界定验证问题的症状确定产生症状的可能原因All possible causes Small set of probable3.陈述决策4.陈述不同的决策方案5.预测结果五、Research objectives1.construct 构念2.operational definition 操作化定义Eg: brand awareness/image awareness特性：precise, clear, operational3.proposal state the problem Specify the research objectives R
15、esearch methodChapter 4 Understanding research design一、Research design1.定义：set of advanced decisions, master plan（总体规划）, methods & procedures, collecting & analyzing2.the significant of research design（1）enough similar project（2）basic marketing research design U&A Taste/media test, brand image（3）blu
16、eprint serves the builder二、Types of research design（一）Exploratory（unware of problem）unstructured, informal research, gain background information2.when doesnt know much Additional information New or more recent information3.use gain background information Define terms Clarify problems & hypothesis Es
17、tablish research priorities4.methods to conduct exploratory research 二手数据分析 Experience surveys Case analysis Focus group Projective technique 投射技术（二）Descriptive researchwho, what, where, when & how, larger population2.分类 cross-sectional（横向） studies（only one point in time） Longitudinal studies（repeat
18、edly over time）3.panel（固定样本组）（1）continuous panel（同样问题，each panel measurement）（2）discontinuous panel（三）Causal research Independent variables control or wish to manipulate X Dependent variables no direct control over Y Extraneous 也许有影响但是不是IV三、Expert“true” experiment: isolate the effects of IV on the D
19、V while controlling for the effects of 外生变量before-after with control groupExperimental group: O1 X O2Control group: O3 O4E=（O2-O1）-（O4-O3）Valid internal validity：IV能在多大程度上解释DV的变化 External validity：在现实中得以推广的程度Types of experiment laboratory experiment good at internal validity Field experiment good at
20、 external validity四、Test marketing 试销（一）Use of test marketing1. test sales potential for a new product or service2.test variations in the marketing mix for a product or service（二）Types of test marketing1.standard test marketing2.controlled test marketing3.electronic test marketing4.simulated test ma
21、rketing 模拟试销 cons of test marketing1.pro estimate sales potential under realistic conditions Find & correct weaknesses in marketing mix2.con costs Tipping hand to competitors qualitative research pluralistic research1.定量：structured, a large number of respondents involved2.定性：observing3.复合：先定性二、Obser
22、vation（一）Types of observation1.direct VS indirectDirectIndirect effects results of the behavior Archives档案记录/physical traces实物追踪（eg:垃圾箱）2.disguised VS undisguisedDisguised: mystery shopping3.structured VS unstructured Structured:beforehand, checklist Unstructured:探索性研究4.human observation VS mechanic
23、al observationMechanical observation:收视率、客流量（二）When to use1.short duration2.public3.faulty recall conditions记忆存在缺失 CON Pro insight into actual No chance of recall error Better accuracy Less cost Con small number of subjects Subjective interpretations Inability to pry beneath the behavior observed三、F
24、ocus group（一）定义6-8人，moderator, unstructured（二）Types of focus group1.traditional: 6-12人，单面镜2.untraditional: online Pro no physical setup is necessary Transcripts are captured on filled in real time Widely separated geographical areas Comfortable in their home of office environment The moderator can e
25、xchange private messages with individual participants3. pro generate fresh ideas Allow clients to observe their participants May be directed at understanding a wide variety of issues Allow fairly easy access to special respondent groups Con representativeness of participants Interpretation sometimes
26、 difficult High costs per participant4.when to use（1）not: predict a specific number（2）should: describe rather than predict5.some objectives（1）generate ideas（2）understand consumer vocabulary（3）reveal consumer needs, motives, perceptions & attitude（4）understand findings from quantitative studies6.oper
27、ational consideration Who: homogeneous 同质的7.reporting & use of results（1）translate the qualitative statements of participant into categories（2）consensus apparent（3）major themes, salient areas of disagreement四、Other qualitative techniques（一）Depth interview1.types of depth interview non-directive Semi-structured（二）Protocol analysis语义分析描述一个过程（三）Projective techniques投射技术类型：word association/sentence completion/picture/carto
