胡佳燕 研究分析与报告平时作业

BSBRES401A Analyze and Present Research Information After class Assignment 12IB Class 12IB02 Name in Chinese 中文姓名 中文姓名 胡佳燕胡佳燕 Name in PinYin 姓名拼音 姓名拼音 Hu Jiayan Student Registration Number 学号 学号 20122683154 1 Task 1 The Role of Marketing Research Chapter 1 1 What is the Marketing Research 2 What are the differences between Basic Research and Applied Research 3 What is the Marketing Concept concerned with 4 What four stages does a marketing strategy involve 5 Which factors should be considered when a marketing manager faces the decision when to conduct a marketing research Please explain 1 Marketing Research is the application of the scientific method in searching for the truth about marketing phenomena Research applications include defining marketing opportunities and problems generating and evaluating marketing ideas monitoring performance and understanding the marketing process 2 Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization Basic marketing research is conducted without a specific decision in mind and it usually does not address the needs of a specific organization Sometimes researchers use different terms to represent the same distinction Some reserve the term marketing research to refer to basic research Then the term market research is used to capture applied research addressing the needs of a firm within a particular market While the distinction is very useful in describing research there are very few aspects of research that apply to only basic or only applied research In addition we will use the term marketing research more generally to refer to either type of research 3 The marketing concept is a central idea in modern marketing thinking that focuses more on how the firm provides value to customers than on the physical product or production process Market concept concerned with consumer desires beliefs and attitudes becomes essential 4 Developing and implementing a marketing strategy involves four stages 1 Identifying and evaluating market opportunities 2 Analyzing market segments and selecting target markets 3 Planning and implementing a marketing mix that will provide value to customers and meet organizational objectives 4 Analyzing firm performance 5 When confronting key decision a marketing manager must initially decide whether or not to conduct marketing research The determination of the need for marketing research centers on 1 time constraints 2 the availability of data 3 the nature of the decision to be made and 4 the value of the research information in relation to costs 1 Time constraints Systematic research takes time In many instances management believes that a decision must be made immediately allowing no time 2 for research 2 Availability of Data Often managers already possess enough information to make sound decisions without additional marketing research 3 Nature of the Decision The value of marketing research will depend on the nature of the managerial decision to be made 4 Benefits versus Costs There are both costs and benefits to conducting marketing research 3 Task 2 Chapter 3 5 1 What are the three types of marketing research Decide whether the following researches should be exploratory descriptive or casual and briefly give your reasons 1 Establishing the functional relationship between advertising and sales 2 Investigating consumer reactions to the idea of a new laundry detergent that prevents shrinkage in hot water 3 Identifying target market demographics for a shopping centre 2 List the stages in the research process 3 What is the Iceberg Principle 4 Give examples for categorical variable and continuous variable 5 How to distingusih a dependent variable from an independent variable 6 When should we conduct a qualitative research 7 Please explain the categories of qualitative research 8 If a researcher wanted to conduct a focus group discussion with teenagers what special consideration might be necessary 9 What is a projective technique How is it used Please give an example to illustrate the use of a projective technique 1 The three types of marketing research is Exploratory Research Descriptive Research and Casual Research 1 I think it should be descriptive Research It is ambiguous situations so that we should use descriptive research 2 I think it should be Descriptive Research Because descriptive research addresses the consumer reactions to the idea of a new laundry detergent that prevents shrinkage in hot water 3 I think it should be casual Research I think that the target market is reason and the shopping centre is result 2 1 Defining the research objectives 2 Planning a research design 3 Planning a sample 4 Collecting the data 5 Analyzing the data 6 Formulating the conclusions and preparing the report 3 The iceberg principle is a writing theory stated by a famous American writer Ernest Hemingway as follows If a writer of prose knows enough about what he is writing about he may omit things that will have a feeling of those things as strongly as though the writer had stated them The dignity of movement of an iceberg is due to only one eighth of it being above water A good writer does not need to reveal every detail of a character or action 4 The example of categorical variable The blood type of a person A B AB or O 4 The example of continuous variable If in the study of the ecology of a lake we make depth measurements at randomly chosen location then X the depth at such a location is a continuous variable Here A is the minimum depth in the region being sampled and B is the maximum depth 5 The dependent variable represents the output or effect or is tested to see if it is the effect The independent variables represent the inputs or causes or are tested to see if they are the cause Other variables may also be observed for various reasons E g Y f X If there is some relation specifying Y in terms of X then Y is known as a dependent variable and X is an independent variable 6 1 When it is difficult to develop specific and actionable decision statements or research objectives 2 When the research objective is to develop an understanding of some phenomena in great detail and in much depth 3 When the research objective is to learn how customers use a product in its natural setting or to learn how to express some concept in colloquial terms 4 When some behavior the researcher is studying is particularly context dependent meaning the reasons something is liked or some behavior is performed depends very much on the particular situation surrounding the event 5 When a fresh approach to studying some problem is needed This is particularly the case when quantitative research has been less than satisfying 7 1 Focus Group Interview 2 Depth Interview 3 Conversations 4 Semi Structured Interviews 5 Word Association Sentence Completion 6 Observation Collages 7 Thematic Apperception Cartoon Tests 8 When we conduct a focus group discussion with teenagers we should consider that time place moderator First the teenager don t like spend more time in focus group discussion so that we should make the speech shorter and concise Second the teenager need comfortable place to talk and break Finally the teenager don t understand your speech if you use more official words 9 Projective technique is an indirect means of questioning enabling respondents to project beliefs and feelings onto a third party an inanimate object or a task situation E g If you tell a Chinese the word red paper he or she may be image the money 5 Task 3 Chapter 7 1 Please explain two major sources of survey errors 2 What are the sources of respondent error Please illustrate 3 What are the sources of administrative error Please illustrate 4 What type of communication medium would you use to conduct the following surveys Why 1 Survey of the buying motives of industrial engineers 2 Survey of the satisfaction levels of rental car users 3 Survey of viewers awareness of television commercial advertising 4 Survey of top corporate executives 1 Two major sources of survey errors is Random sampling error and Systematic error Random sampling error is a statistical fluctuation that occurs because of chance variation in the elements selected for a sample Systematic error is error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research 2 Respondent error contains Nonresponse error and Response bias The example of Nonresponse error If people make a questionnaire some problems he didn t answer People who are not contacted or who refuse to cooperate are called nonrespondents The example of Response bias If people make a questionnaire his answers are falsified or misrepresented and it is a distortion of measurement occurs the resulting sample bias will be a response bias 3 Administrative errors are caused by carelessness confusion neglect omission or some other blunder Four types of administrative error are data procession error sample selection error interviewer error and interviewer cheating The accuracy of data processed by computer depends on correct data entry and programming Data processing error can be minimized by establishing careful procedures for verifying each step in the data processing stage Sample selection error is systematic error that results in an unrepresentative sample because of an error in either the sample design or the execution of the sampling procedure Interviewer error is introduced when interviewers record answers but check the wrong response or are unable to write fast enough to record answers verbatim Interviewer cheating occurs when an interviewers falsifies entire questionnaires or fills in answers to questions that have been intentionally skipped 4 1 Mail Questionnaire Industrial Engineers is certain object If we want to survey Industrial Engineers go to their company and use mail questionnaire is a very convenient way 2 Telephone Interviews As a rental car company you usually require rental car users fill in a form about some information such as name ID card number 6 telephone number and so on So telephone interview is a good choice for Survey of the satisfaction levels of rental car users 3 Shopping Mall Intercepts The television commercial advertising is a public media everyone has their own opinion There are a lot of people go to the shopping mall every day So we can get the information more easily 4 Personal interview As we all know to get the mailbox of top corporate executives is not easily and to communicate through the telephone is also difficult Their secretaries may reduce you telephone before you answer to the top corporate executives Use the personal interview you can gain the answer face to face and the answers are always more correct 7 Task 4 Chapter 11 1 Develop a checklist of things to consider in questionaire construction 2 Design several questions to measure how a person who has just been shown a television commercial might describe the comercial 3 Design a short but complete questionaire to measure consumer satisfaction with a certain business or a certain product 1 1 Avoid complexity Simpler language is better 2 Avoid leading and loaded questions 3 Avoid ambiguity Be as specific as possible 4 Avoid double barreled items 5 Avoid making assumptions 6 Avoid burdensome questions that may tax the respondent s memory 7 Order bias 2 Do you agree with this point a television commercial might describe the commercial What is your favorite in the commercial What your opinion about television commercial What do you think about the question 3 1 Your gender A Male B Female 2 Your age A 15 25 B 25 35 C 35 45 D more than 45 3 Do you wear glasses A Yes B No 4 Do you think it is uncomfortable to wear the glaasses and your own glasses at the same time A Yes B No C it is ok 5 What kinds of problems could be in this situation A can not see clearly B much more pressure for nose C feel uncomfortable D it is not easy to keep balance between two glasses 6 Do you hate watching the glasses because of the special glasses A Yes B No C it is ok 7 If there could be some ways to solve the problem will you turn to like the glasses A Yes B No C Depend on the way 8 If you do not like the glasses what is the reason A 3D glasses is inconvenient B the feeling of watching 3D movies is bad C not the original taste and lavour D others 8 Task 5 Chapter 12 1 Why should we sample when doing a marketing research 2 What are the stages in the selection of a sample 3 What are the techniques of nonprobability sampling Give examples 4 What are the techniques of probability sampling Give examples 5 Outline the procedure you would use to select the following 1 A simple random sample of 150 students at your university 2 A quota sample of 50 light users and 50 heavy users of beer in a shopping mall interception study 1 Sample is subset or some part of a larger population When doing a marketing research we should consider the pragmatic reasons Using the sample we gain accurate and reliable results and destruction of test unit 2 1 Define the target population 2 Select a sampling frame 3 Determine if a probability or nonprobability sampling method will be chosen 4 Plan procedure for selecting sampling units 5 Determine sample size 6 Select actual sampling units 7 Conduct fieldwork 3 Nonprobability sampling is a sampling technique in which units of the sample are selected on the basis of personal judgment or convenience the probability of any particular member of the population being chosen is unknown 1 Convenience Sampling refers to sampling by obtaining people or units that are conveniently available The example Random survey passers by in the market 2 Judgment Sampling is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member For example A survey of the national average urban household consumption expenditure should choose a family of three 3 Quota Sampling is to ensure that the various subgroups in a population are represented on pertinent sample characteristics to the exact extent that the investigators desire For example In the study of suicide problem considering marriage and sex may have an impact on suicide the object of study can be divided into unmarried men married men and single women and married women four groups and then from the group of the random sampling 4 Snowball Sampling involve using probability methods for an initial selection of respondents and then obtaining additional respondents through information provided by the initial respondents For example To study retiree lives can b