【国外原版配套PPT市场营销调研】MarketingResearch.ppt

PowerPointtoaccompany NareshMalhotraJohnHallMikeShawPeterOppenheim PowerPointtoaccompany Chapter3 SpecifyingtheMarketingResearchProcess ChapterObjectives Afterreadingthischapteryoushouldbeableto AppreciatethatgoodresearchrequiresgoodthinkingUnderstandthatnothingisaspracticalasagoodtheoryShowhowabroadresearchapproachisnarrowedintospecificmarketresearchquestionsDescribetheprocessestheresearchercarriesouttounderstandthecontextandhowtoapproachthemarketresearchproblem ChapterObjectives continued UnderstandtheusefulnessofhypothesesaboutthemarketresearchproblemAppreciatetheimportanceofclearlyspecifyingtheinformationneededanditsrelationshiptotheresearchobjectivesDemonstratehowtospecifypractical measurableandachievableresearchobjectives Topic TheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummary TheApproachtoSpecifyingtheMarketingResearchObjectives TodevelopaneffectiveandefficientresearchdesigntheresearchmustchoosethebasisonwhichtoexamtheproblemThisapproachistheoverallparadigm AnoverallandfundamentalbasisonwhichasituationcanbeconsideredandanalysedConfidenceneededthatitisareasonablesetofassumptionswithwhichtoguidetheformulationoftheresearchobjectivesandtheresearchdesignmethodology Inconsumerbehaviourstudiesthebasicparadigmcouldbethatthebehaviourisrational consciousdecisionmakingandnotbasedonrandomsubconsciousbehaviour TheApproachtoSpecifyingtheMarketingResearchObjectives Taskstheresearchermayundertake EstablishobjectivesandtheoreticalframeworkDevelopconceptualandanalyticalmodelsSettheresearchquestionsSpecifyappropriatehypotheses TheApproachtoSpecifyingtheMarketingResearchObjectives Intheprocessofdevelopingaconceptualapproachandparadigmtherearefourimportantoutputsfortheresearchdesign ListofresearchquestionsSpecificationofthenecessaryinformationProjectscopeResearchobjectives Topic TheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummary EstablishingObjectiveTheoreticalFoundations ResearchshouldbebasedonobjectiveevidenceandsupportedbytheoryTheory AconceptualschemebasedonfoundationalstatementscalledaxiomsthatareassumedtobetrueShouldbeobjectiveNotbeinfluencedbypre conceivedorbiasedperspectivesShouldnotbiastheresults EstablishingObjectiveTheoreticalFoundations Objectiveevidenceisgatheredbycompilingrelevantfindingsfromsecondarysources pastresearch marketingplansandcommunicationstrategiesResearchersshouldrelyupontheorytodeterminewhichfactorstoinvestigatePastresearchontheorydevelopmentandtestingprovideimportantguidelinesfordeterminingtherelationshipbetweenfactors Theoryfromreviewofacademicliteratureinbooks journalsandmonographs EstablishingObjectiveTheoreticalFoundations Theoreticalconsiderationsimportantto OperationalisingandmeasuringfactorsSelectionofresearchdesignandsamplingOrganiseandinterpretfindingsConsiderableeffortshouldbeexpendedonestablishingthetheoryIfresearcherneglectstheorymorelikelyto MisunderstanddataMisinterpretfindingsBeunabletointegratefindingswithpreviousfindingsbyothers Nothingissopracticalasagoodtheory EstablishingObjectiveTheoreticalFoundations Theroletheoryplaysinvariousmarketingresearchphasesissummarisedasfollows EstablishingObjectiveTheoreticalFoundations TheoryplaysroleinbasicresearchbutrequirescreativityastheorymaynotadequatelyspecifytherealworldcaseTheoriesareincomplete Needtoidentifyotherfactorspertinenttothemarketingsituation StudentsaredirectedtoExample3 1andFig3 2 pp 81 2 foranillustrationhowpreviousresearch whichestablishedthetheoreticalframework providedasolidbaseonwhichtodevelopnewwaystothinkconceptually ConductingtheLiteratureReview ReviewingbackgroundliteratureimportantReviewisboth Active searchingfortopicsrelevanttoproblemathandPassive ongoingtokeepuptodatewithcurrentviews etc StudentsaredirectedtoExample3 3andFig3 3 pp 83 4 foranillustrationhowaliteraturereviewhelpedshaperesearchdesign informationcollected DevelopingConceptualandAnalyticalModels MarketresearchhasborrowedfromscientificmethodwhichisAtheory to proofmethodofdiscoverythatinvolvesastep by step logical organisedandrigorousapproachtounderstandingandsolvingproblemsConceptualisationisaboutestablishingrelationshipsbetweenfactors variables inananalyticalmodelConstructsareintangiblefactorswhicharenotreadilyobservableinthemselvesbutarethoughttobeimportant Twowaystogatherknowledge InductiveapproachAmethodthattakesextensiveobservationthendrawsconclusionsDeductiveapproachAmethodthattheorisesfromexistingdataandthensetsouttoprovethetheorybasedonhypothesisandexperimentation InductionandDeduction DeductiveapproachstartswiththetheoryInductiveapproachstartswiththeinformation MODERATINGVARIABLES Hypothetico DeductiveMethod Providesascientificapproachtoformulatingatheoreticalframework MODERATINGVARIABLESAlterthemannerandintensityoftherelationshipbetweentheindependent intervening anddependentvariables INDEPENDENTVARIABLESTheprimaryfactorsorcontrollablevariables INTERVENINGVARIABLESInterveningtheoreticalconstructsorconsequenceswhicharepartofthecause and effectrelationship DEPENDENTVARIABLESPrimaryeffectsoroutcomes Fig3 4 IndependentvariablesVariablesthataremanipulatedbytheexperimenterandwhoseeffectsaremeasuredandcomparedDependentvariablesVariablesthatmeasuretheeffectoftheindependentvariablesonthetestunitsModeratingvariablesVariablesthatchangeoralterthenaturalinfluencetheindependentvariablehasonthedependentvariableInterveningvariablesVariablethatareintermediariesgeneratedbytheindependentvariableandhavingadefinableeffectonthedependentvariable Hypothetico DeductiveMethod AnexplicitspecificationofasetofvariablesandtheirinterrelationshipsdesignedtorepresentsomerealsystemorprocessinwholeorinpartVerbalModelProvidesawrittenrepresentationoftherelationshipsamongvariablesGraphicalModelProvidesavisualpictureoftherelationshipsamongvariablesMathematicalModelExplicitlydescribestherelationshipsamongvariables usuallyinequationform AnalyticalModels AnalyticalModels SettingtheMarketingResearchQuestions MRQsarerefinedstatementsofthespecificcomponentsoftheproblemEachcomponentmaybebrokendownintosubcomponentsorresearchquestionsResearchquestionsaskwhatspecificisrequiredResearchquestionsguidedby ProblemdefinitionTheoreticalframeworkProposedanalyticalmodel SettingtheMarketingResearchQuestions Forexample Forasurveyofshoppers Dotheyexhibitloyaltytobrandsandstores Aretheyimpulsiveshopperswhomakeimmediatepurchasesoncredit Aretheymoreconsciousofpersonalappearancethancustomersofcompetingstores Aretheyprice consciousshoppers Aretheyhabitual windowshoppers whoenjoytheshoppingexperience Isshoppingatotalexperience includingshoppingwithfriendsoreatingoutwhileshopping Researchquestionscanberefinedtooneormorehypotheses SpecifyingAppropriateHypotheses Hypothesis UnprovenstatementorpropositionaboutafactororphenomenonTheyaremorethanjustquestionsMaybetentativestatementabouttherelationshipsbetweenfactorsinthetheoreticalframeworkoranalyticalmodelItsuggestsbothdependentandindependentvariablesfortheresearchdesign Fig3 5DevelopmentofResearchQuestionsandHypotheses Hypothesis ProvidesguidelinesforwhatandhowdataaretobecollectedandanalysedNottobeconfusedwithastatisticalhypothesis MarketingResearchProblem ResearchQuestions Hypotheses Objective TheoreticalFrameworkAnalyticalModel SettingtheScopeoftheProject InvolveslookingatthebroadandspecificcomponentsoftheprojectBroadnatureprovidesoverallcontext anylimitswillbegintodefinethescopeSpecificcomponentsservetolimittheextentoftheresearchThosetobemeasuredarederivedfromthepurposeofthestudyandtheenvironmentalcontext Issuemaybepurchasenotconsumptionsobroadcontextrequiresinformationfromthehouseholdpurchase Issuemayapplytocertaingeographicregionssothestudywouldbelimitedtothem DescribingtheInformationRequired InformationlistshouldfollowfromdefiningtheproblemanddevelopingtheresearchapproachAguidetothisinformationiswhatcharacteristicsshouldbeaddressedinthesurveyinstrumentThereisnoonebestapproachforidentifyingrelevantcharacteristicsToensuretheinformationaddressesallcomponentsoftheproblemasetofdummytablesshouldbeprepared DescribingtheInformationRequired Dummytable Blank cataloguesdataDescribeshowanalysiswillbestructuredForcesspecificityofinformationdetailAlternativeistoworkbackwards AlternativeApproach ReferredtoasBackwardMarketResearchDeterminehowresultswillbeimplementedDecidereportcontent appearanceSpecifyrequiredanalysisDeterminedataneededforanalysisChecksecondarysourcesDesigninstrument samplingplantofilldatagapsConductfieldworkDoanalysis NB Marketresearchisnotalwaysasequentialprocess thereisfeedbackbetweenthevarioussteps DescribingtheInformationRequired Eachmarketingresearchproblemislikelytorequirethegenerationofuniqueinformation invariablythefollowingaregathered ConsumerdemographicandsocioeconomiccharacteristicsPsychographicandlifestylesPersonalityvariablesMotivationsKnowledgePastbehaviourAttitudesandopinionsIntentions RefertoResearchinPractice3 1p 91foranillustrationofresearchquestionsandhypotheses SpecifyingtheMarketingResearchObjectives MROs MROs NeedtobeclearlydefinedandmeasurableSpecifyexactlywhatinformationshouldbeobtainedfordecisionmakingResearchobjectivesarecriticaltonextstep formulatingresearchdesign TheprocessofdevelopingtheMROsmayrefinetheresearchproblemandsuggestnewdecisionsarewarranted Whenproperlydevelopedgoodobjectivesmaketheconstructionofthequestionnaireorgroupdiscussiontopicguiderelativelyeasier Topic TheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummary ChoosingtheBestApproach OftenmorethanonegoodapproachNoapproachperfectCreativityandingenuityneededforanapproachthatwillyieldinformationfordecisionmaking EffectivelyEfficiently RefertoTable3 3p 93foranexampleofhowtoprogressfrombusinessobjectivestoresearchobjectives Topic TheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummary InternationalMarketingResearch Peoplehaveperceptions motivations attitudesandbeliefsTherearesocioculturaldifferencesHowdoWesterntheoriesfitinlessdevelopedcountries Differentattitudeto time Topic Theapp