第一章 市场调查介绍.ppt

MarketingResearch anAppliedOrientation 市场营销研究 应用导向 MarketingResearch anAppliedOrientation ZHAODongyang赵冬阳ClassHours 32 56ClassRoom 2 302Monday2 501FridayPhone 0812 3318847Mobile mail sunny cn1206 2011 2 18 ZHAODongyangPanzhihuaUniversity 2 Today sAgenda 2011 2 18 ZHAODongyangPanzhihuaUniversity 3 IntroducemyselfBriefintroductiontothecourseChapterone Ph D CanditatesZHAODongyang赵冬阳博士生 InstructorofMarketingInstructorofMarketingatPanzhihuaUniversity SchoolofEconomics AdministrationTrainerofSIYBofMinistryofLabourAndSocialSecurity PRC Ph D CandidatesinMarketing SchoolOfBusinessAdministration SouthwestU ofFinance EconomicsResearchField TheStudyofEffectSelf MonitoringPersonalityonSalesPerformance ASocialNetworksPerspective 2011 2 18 ZHAODongyangPanzhihuaUniversity 4 MyTeachingPhilosophy Helpyougetbetter andhelpmyselfgetbetter Istartwithpeople sgrowth myowngrowthincluded 2011 2 18 ZHAODongyangPanzhihuaUniversity 5 Myfavoriteeducationphilosophy Themissionforeducationis orshouldbe toansweroneandonlyonequestion whatdoesittakeforanindividualtoalwaysbeinapositiontodeterminehisorherowndestiny 2011 2 18 ZHAODongyangPanzhihuaUniversity 6 WorkExperience 2011 2 18 ZHAODongyangPanzhihuaUniversity 7 Hassall AssociatesInternational Australian Australia ChinaCo operationDevelopmentProject Bazhong sichuan ProjectAdvisorWorldBankChinaProjectDevelopmentFacility 国际金融公司中国项目开发中心CPDF BPIP BusinessPerformanceImprovementProject 项目咨询师力托管理顾问公司咨询师四川蓝筹咨询公司人力资源管理顾问四川经营管理人才中心 SMC 国有企业经营管理人才测评师 Introduction teachingplanning Curriculum教材NareshK Malhotra Marketingresearch anappliedorientation 6thedition 美 纳雷西 K 马尔霍特拉 市场营销研究 应用导向 第四版 2008 电子工业出版社 2011 2 18 ZHAODongyangPanzhihuaUniversity 8 Reference参考资料 庄贵军 市场调查与预测 第一版 2007 北京大学出版社GilbertA Churchill Jr ThomasJ Brown BasicMarketingResearch 6thEdition 2004 北京大学出版社简明 市场调查 第一版 2005 中国人民大学出版社张文彤 SPSS统计分析初级 高级 教程 2007 高等教育出版社 2011 2 18 ZHAODongyangPanzhihuaUniversity 9 CourseArrangement课程安排 TheoryTeaching32HoursEndexamination closed Credit学分 2SimulatedTraining模拟实训24hoursMarketingResearchReportCredit学分 1 5 2011 2 18 ZHAODongyangPanzhihuaUniversity 10 Chapter1 IntroductionandEarlyPhasesofMarketingResearch 2011 2 18 ZHAODongyangPanzhihuaUniversity 11 ChapterObjectives学习目标 2011 2 18 ZHAODongyangPanzhihuaUniversity 12 ChapterObjectives学习目标 2011 2 18 ZHAODongyangPanzhihuaUniversity 13 ChapterOutline学习内容 Overview概要DefinitionofMarketingResearch市场调查的定义AClassificationofMarketingResearch市场调查的分类MarketingResearchProcess市场调查过程TheRoleofMarketingResearchinMarketingDecisionMaking市场调查在营销决策制定中的作用MarketingResearchandCompetitiveIntelligence市场调查和竞争情报TheDecisiontoConductResearch实施调查的决策 2011 2 18 ZHAODongyangPanzhihuaUniversity 14 ChapterOutline MarketingResearchSuppliersandServices市场调查提供者及其服务SelectingaResearchSupplier调查供应商的选择CareersinMarketingResearch市场调查的职业生涯TheRoleofMarketingResearchinMISandDSS市场调查在MIS和DSS中的作用TheDepartmentStoreProject百货公司计划InternationalMarketingResearch国际市场调查EthicsinMarketingResearch市场调查中的道德Summary总结 2011 2 18 ZHAODongyangPanzhihuaUniversity 15 RedefiningMarketingResearch 2011 2 18 ZHAODongyangPanzhihuaUniversity 16 RedefiningMarketingResearch市场调查新定义 2011 2 18 ZHAODongyangPanzhihuaUniversity 17 DefinitionofMarketingResearch市场调查的定义 2011 2 18 ZHAODongyangPanzhihuaUniversity 18 DefinitionofMarketingResearch市场调查的定义 2011 2 18 ZHAODongyangPanzhihuaUniversity 19 市场调查 2011 2 18 ZHAODongyangPanzhihuaUniversity 20 ClassificationofMarketingResearch市场调查的分类 2011 2 18 ZHAODongyangPanzhihuaUniversity 21 ClassificationofMarketingResearch市场调查的分类 2011 2 18 ZHAODongyangPanzhihuaUniversity 22 ClassificationofMarketingResearch市场调查的分类 2011 2 18 ZHAODongyangPanzhihuaUniversity 23 AClassificationofMarketingResearch Fig 1 1 2011 2 18 ZHAODongyangPanzhihuaUniversity 24 市场营销研究的分类 2011 2 18 ZHAODongyangPanzhihuaUniversity 25 Problem SolvingResearch问题对策研究 SEGMENTATIONRESEARCH市场细分研究Determinethebasisofsegmentation确定市场细分的标准Establishmarketpotentialandresponsivenessforvarioussegments证实不同细分市场的潜力及其反应Selecttargetmarkets选择目标市场Createlifestyleprofiles demography media andproductimagecharacteristics创建生活方式轮廓 人口 媒体和产品形象特征 Table1 1 2011 2 18 ZHAODongyangPanzhihuaUniversity 26 Problem SolvingResearch问题对策研究 ProductResearch 产品研究 2011 2 18 ZHAODongyangPanzhihuaUniversity 27 TestconceptDetermineoptimalproductdesignPackagetestsProductmodificationBrandpositioningandrepositioningTestmarketingControlscoretests 概念测试确定最优产品设计包装测试产品改进品牌定位和再定位试销控制商店试销 Table1 1 Problem SolvingResearch问题对策研究 PricingResearch 定价研究 PricingpoliciesImportanceofpriceinbrandselectionProductlinepricingPriceelasticityofdemandInitiatingandrespondingtopricechanges 定价政策价格对品牌选择的重要性产品线定价需求的价格弹性启动价格变化和对价格变化的反应 Table1 1cont 2011 2 18 ZHAODongyangPanzhihuaUniversity 28 Problem SolvingResearch PromotionalResearch 促销研究 OptimalpromotionalbudgetSalespromotionrelationshipOptimalpromotionalmixCopydecisionsMediadecisionsCreativeadvertisingtestingEvaluationofadvertisingeffectivenessClaimsubstantiation 优化促销预算销售促进关系优化促销组合文案决策媒体决策广告创意测试广告效果评价诉求具体化 2011 2 18 ZHAODongyangPanzhihuaUniversity 29 Problem SolvingResearch 2011 2 18 ZHAODongyangPanzhihuaUniversity 30 Problem SolvingResearch 分销研究决定分销方式渠道成员态度批发和零售的分销强度渠道差价批发 零售点选址 Table1 1cont 2011 2 18 ZHAODongyangPanzhihuaUniversity 31 MarketingResearchProcess市场营销研究过程 2011 2 18 ZHAODongyangPanzhihuaUniversity 32 TheRoleofMarketingResearch市场营销研究的作用 2011 2 18 ZHAODongyangPanzhihuaUniversity 33 PowerDecisions Methodology 2011 2 18 ZHAODongyangPanzhihuaUniversity 34 MarketingResearchSuppliers Services市场营销研究提供者及其服务 2011 2 18 ZHAODongyangPanzhihuaUniversity 35 Table1 2Top50U S MarketingResearchFirms 2011 2 18 ZHAODongyangPanzhihuaUniversity 36 Table1 2Top50U S MarketingResearchFirms Cont 2011 2 18 ZHAODongyangPanzhihuaUniversity 37 Table1 2Top50U S MarketingResearchFirms Cont 2011 2 18 ZHAODongyangPanzhihuaUniversity 38 Table1 2Top50U S MarketingResearchFirms Cont EstimatedbyTop50 U S andworldwiderevenuemayincludenonresearchactivitiesforsomecompaniesthataresignificantlyhigher Rateofgrowthfromyeartoyearhasbeenadjustedsoasnottoincluderevenuegainsorlossesfromacquisitionsordivestitures Totalrevenueof150surveyresearchcompaniesthatprovidefinancialinformationonaconfidentialbasistoCASRO 2011 2 18 ZHAODongyangPanzhihuaUniversity 39 MarketingResearchSuppliers Services InternalsuppliersExternalsuppliersFull servicesuppliersSyndicatedservicesStandardizedservicesCustomizedservicesInternetservicesLimited servicesuppliersFieldservicesFocusgroupsandqualitativeservicesTechnicalandanalyticalservicesOtherservices 2011 2 18 ZHAODongyangPanzhihuaUniversity 40 CriteriaforSelectingaResearchSupplier Whatisthereputationofthesupplier Dotheycompleteprojectsonschedule Aretheyknownformaintainingethicalstandards Aretheyflexible Aretheirresearchprojectsofhighquality Whatkindandhowmuchexperiencedoesthesupplierhave Hasthefirmhadexperiencewithprojectssimilartothisone Dothesupplier spersonnelhavebothtechnicalandnon technicalexpertise Cantheycommunicatewellwiththeclient Competitivebidsshouldbecomparedonthebasisofqualityaswellasprice 2011 2 18 ZHAODongyangPanzhihuaUniversity 41 SelectedMarketingResearchCareerDescriptions VicePresidentofMarketingResearch Theseniorpositioninmarketingresearch Thevicepresident VP isresponsiblefortheentiremarketingresearchoperationofthecompanyandservesonthetopmanagementteam Thispersonsetstheobjectivesandgoalsofthemarketingresearchdepartment ResearchDirector Alsoaseniorposition Theresearchdirectorhasthegeneralresponsibilityforthedevelopmentandexecutionofallthemarketingresearchprojects AssistantDirectorofResearch Servesasanadministrativeassistanttothedirectorandsupervisessomeoftheothermarketingresearchstaffmembers Senior ProjectManager Hasoverallresponsibilityfordesign implementation andmanagementofresearchprojects Statistician DataProcessingSpecialist Servesasanexpertontheoryandapplicationofstatisticaltechniques Responsibilitiesincludeexperimentaldesign dataprocessing andanalysis Fig 1 5 2011 2 18 ZHAODongyangPanzhihuaUniversity 42 SelectedMarketingResearchCareerDescriptions 2011 2 18 ZHAODongyangPanzhihuaUniversity 43 SelectedMarketingResearchCareerDescriptions 2011 2 18 ZHAODongyangPanzhihuaUniversity 44 CareersinMarketingResearch Careeropportunitiesareavailablewithmarketingresearchfirms e g ACNielsen Burke Careersinbusinessandnon businessfirmsandagencieswithin housemarketingresearchdepartments e g Procter Gamble Coca Cola theFederalTradeCommission UnitedStatesCensusBureau Advertisingagencies e g BBDOInternational Ogilvy Mather J WalterThompson Positions VPofmarketingresearch researchdirector assistantdirector projectmanager fieldworkdirector statistician dataprocessingspecialist senior junioranalyst andsupervisor 2011 2 18 ZHAODongyangPanzhihuaUniversity 45 ASampleofMarketingResearchJobs 2011 2 18 ZHAODongyangPanzhihuaUniversity 46 PreparationforaCareerinMarketingResearch Takeallthemarketingcoursesyoucan Takecoursesinstatisticsandquantitativemethods AcquireInternetandcomputerskills Knowledgeofprogramminglanguagesisanaddedasset Takecoursesinpsychologyandconsumerbehavior Acquireeffectivewrittenandverbalcommunicationskills Thinkcreatively Creativityandcommonsensecommandapremiuminmarketingresearch 2011 2 18 ZHAODongyangPanzhihuaUniversity 47 ManagementInformationSystemsVs DecisionSupportSystems 2011 2 18 ZHAODongyangPanzhihuaUniversity 48 案例 百货商店项目 本课程以一实际百货商店顾客调查项目作为一个滚动的例子 说明有关概念和数据分析技术 本研究的目的是评估某一大型百货商店与其主要的直接和间接竞争对手相比的优劣势 将该店称为西尔斯 研究的最终的目的是制定营销方案 以扭转西尔斯下滑的销售额 并提高利润 本研究考虑的10个商店包括高档的百货商店 全国性连锁店 折扣店和一些区域性连锁店 本研究采用非隐蔽性问卷 通过入户调查方法对某一城市地区抽取的271户便捷样本进行调查 需要打分时 一律采用6级量表 2011 2 18 ZHAODongyangPanzhihuaUniversity 49 TheDepartmentStoreProject百货商店项目 Thefollowinginformationwassolicited 收集的信息如下Familiaritywiththetendepartmentstores对10家商店的熟悉程度Frequencywithwhichhouseholdmembersshopped