marketing research （英文原版 上）

Chapter 1Introduction and Early Phases of Market Research,Chapter Outline,1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Role of Marketing Research in Marketing Decision Making6) Marketing Research and Competitive Intelligence7) The Decision to Conduct Research,Chapter Outline,8)Marketing Research Suppliers and Services9)Selecting a Research Supplier10)Careers in Marketing Research 11)The Role of Marketing Research in MIS and DSS12)The Department Store Project13)International Marketing Research14)Ethics in Marketing Research15)Summary,Redefining Marketing Research,The American Marketing Association (AMA) redefined Marketing Research as:,The function that links the consumer, thecustomer, and public to the marketerthrough INFORMATION,Redefining Marketing Research,Definition of Marketing Research,Marketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.,Market Research,Specifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and their implicationsHelps managers use this information to make decisions,Classification of Marketing Research,Problem-Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.Problem-Solving ResearchResearch undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.,A Classification of Marketing Research,Problem-Solving Research,Problem-Solving Research,Problem-Solving Research,Marketing Research Process,Step 1:Problem DefinitionStep 2:Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation,Marketing Research Process,Step 1: Defining the Problem,Step 2: Developing an Approach to the Problem,Step 3: Formulating a Research Design,Step 4: Doing Field Work or Collecting Data,Step 5: Preparing and Analyzing Data,Step 6: Preparing and Presenting the Report,The Role of Marketing Research,Power Decisions Methodology,Organizational Chart for VNU,Marketing Research Suppliers & Services,Top 50 U.S. Marketing Research Firms,1717Lieberman Research WorldwideLos A67.277.713.5 1818Abt Associates Inc.Cambridge, Mass. 41.541.5 1921 Market Strategies Inc.Livonia, M37.939.54.1 2022Burke Inc.C37.143.414.5 2130comScore Networks Inc.Reston, V34.934.9 22 24MORPACE International Inc.Farmington Hills, Mich. 23 25Knowledge Networks Inc.Menlo Park, C29.829.8 2334OTX ResearchLos A29.829.8 2523ICR/Intl Communications ResearchMedia, P29.029.41.4 2636Directions Research Inc.C27.327.3 2728National Research Corp.Lincoln, N26.729.710.1 2832Marketing Research Services Inc.C25.425.4 29 29Lieberman Research GroupGreat Neck, N.Y. 3033Peryam & Knoll Research Corp.C22.522.70.1 31National Analysts Inc.P22.322.3 32Public Opinion Strategies LLCAlexandria, VA21.221.2,Top 50 U.S. Marketing Research Firms (Cont),Table 1.2,3327Walker Information Inc.I20.423.814.334 39The PreTesting Co. Inc.Tenafly, N.J.19.820.42.93519C&R Research Services Inc.C19.719.736 35Flake-Wilkerson Market Insights Little Rock, A18.818.837 37Data Development WorldwideNew Y18.320.711.638 41Schulman, Ronca & Bucuvalas Inc.New Y17.217.23945CheskinRedwood Shores, C16.519.013.24038RDA Group Inc.Bloomfield Hills, M15.417.09.44147Marketing Analysts Inc.Charleston, S.C.4246Market Probe Inc.M14.124.642.74344Savitz Research Cos.D14.014.044 42The Marketing Workshop Inc.Norcross, G13.913.945 48Ronin Corp.Princeton, N.J.13.513.92.94649MarketVision Research Inc.C11.811.847RTI-DFD Inc.Stanfordd, C11.511.548 Q Research Solutions Inc.Old Bridge, N.J.11.211.24950Data Recognition Corp.Maple Grove, M10.810.850 Phoenix Marketing InternationalRhinebeck, N.Y.10.610.6 Total$6,291.0 $13,307.7 52.7% All other (138 CASRO companies not included in the Top 50)3656.6$737.7 11.0% Total (188 companies)$6,947.6 $14,045.4 50.5%*Estimated by Top 50 1U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. See individual company profiles for details. 2Rate of growth from year to year has been adjusted so as not to includer,Top 50 U.S. Marketing Research Firms (Cont),Table 1.2,Selected Marketing ResearchCareer Descriptions,Vice President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department.Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects.Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.,Fig. 1.6,Selected Marketing Research Career Descriptions,Selected Marketing Research Career Descriptions,Marketing Research Suppliers & Services,Internal suppliers External suppliers Full-service suppliers Syndicated servicesStandardized servicesCustomized servicesInternet services Limited-service suppliers Field servicesCoding and data entry services Analytical services Data analysis servicesBranded marketing research products,Criteria for Selecting a Research Supplier,What is the reputation of the supplier?Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the suppliers personnel have both technical and non-technical expertise? Can they communicate well with the client?Competitive bids should be compared on the basis of quality as well as price.,Careers in Marketing Research,Career opportunities are available with marketing research firms (e.g., AC Nielsen, Burke)Careers in business and non-business firms and agencies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, the Federal Trade Commission, United States Census Bureau)Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson) Positions: VP of marketing research, research director/assistant director, project manager, field work director, statistician/data processing specialist, senior/junior analyst, and supervisor.,A Sample of Marketing Research Jobs,Preparation for a Career in Marketing Research,Take all the marketing courses you can.Take courses in statistics and quantitative methods.Acquire Internet and computer skills. Knowledge of programming languages is an added asset.Take courses in psychology and consumer behavior.Acquire effective written and verbal communication skills.Think creatively. Creativity and common sense command a premium in marketing research.,Management Information Systems Vs. Decision Support Systems,The Department Store Project,The following information was solicited:1.Familiarity with the ten department stores.2.Frequency with which household members shopped at each of the ten stores.3.Relative importance attached to each of the eight factors of the choice criteria. 4.Evaluation of the ten stores on each of the eight factors of the choice criteria.5.Preference ratings for each store.6.Rankings of the ten stores (from most preferred to least preferred).7.Degree of agreement with 21 lifestyle statements.8.Standard demographic characteristics (age, education, etc.)9.Name, address, and telephone number.,DomesticAAPOR: American Association for Public Opinion Research ()AMA: American Marketing Association ()ARF: The Advertising Research Foundation (/arf)CASRO: The Council of American Survey Research Organizations ()MRA: Marketing Research Association ()QRCA: Qualitative Research Consultants Association ()RIC: Research Industry Coalition (),Marketing Research Associations Online,InternationalESOMAR:European Society for Opinion and Marketing Research (www.esomar.nl)MRS: The Market Research Society (UK) (.uk)MRSA: The Market Research Society of Australia (.au)PMRS: The Professional Marketing Research Society (Canada) (),Marketing Research Associations Online, 2007 Prentice Hall,2-34,Chapter Two,Defining the Marketing Research Problem and Developing an Approach,Chapter Outline,1) Overview2) Importance of Defining a Problem3) The Process of Defining the Problem and Developing an Approach4) Tasks involved in Problem Definition i. Discussions with Decision Makers ii. Interviews with Industry Experts iii. Secondary Data Analysis iv. Qualitative Research,Chapter Outline,5) Environmental Context of the Problem i. Past Information and Forecasts ii. Resources and Constraints iii. Objectives iv. Buyer Behavior v. Legal Environment vi. Economic Environment vii. Marketing and Technological Skills6) Management Decision Problem andMarketing Research Problem,Chapter Outline,7) Defining the Marketing Research Problem8) Components of an Approach i. Objective / Theoretical Foundations ii. Analytical Model iii. Research Questions iv. Hypothesis v. Specification of Information Needed 9) International Marketing Research10) Ethics in Marketing Research,Chapter Outline,11) Summary12) Key Terms and Concepts,Chain Restaurant Study,Chain Restaurant Study,Chain Restaurant Study,Chain Restaurant Study,The Problem Definition Process,Discussions with Decision MakersInterviews with Industry ExpertsSecondary Data AnalysisQualitative Research,Tasks Involved in Problem Definition,The Problem Audit,The problem audit is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.1.The events that led to the decision that action is needed, or the history of the problem. 2.The alternative courses of action available to the DM. 3.The criteria that will be used to evaluate the alternative courses of action.4.The potential actions that are likely to be suggested based on the research findings. 5.The information that is needed to answer the DMs questions. 6.The manner in which the DM will use each item of information in making the decision. 7.The corporate culture as it relates to decision making.,The Seven Cs of Interaction,The interaction between the DM and the researcher should be Characterized by the seven Cs:CommunicationCooperationConfidence CandorClosenessContinuityCreativity,Factors to be Considered in theEnvironmental Context of the Problem,Management Decision Problem Vs. Marketing Research Problem,Management Decision ProblemMarketing Research ProblemShould a new product beTo determine consumer preferencesintroduced?and purchase intentions for theproposed new product.Should the advertising To determine the effectivenesscampaign be changed?of the current advertisingcampaign.Should the price of the To determine the price elasticitybrand be increased?of demand and the impact on salesand profits of various levels of price changes.,Proper Definition of the Research Problem,Department Store Project,Problem DefinitionIn the department store project, the marketing research problem is to determine the relative strengths and weaknesses of Sears, vis-vis other major competitors, with respect to factors that influence store patronage. Specifically, research should provide information on the following questions.,1.What criteria do households use when selecting department stores?2.How do households evaluate Sears and competing stores in terms of the choice criteria identified in question 1?3.Which stores are patronized when shopping for specific product categories?4.What is the market share of Sears and its competitors for specific product categories?5.What is the demographic and psychological profile of the customers of Sears? Does it differ from the profile of customers of competing stores?6.Can store patronage and preference be explained in terms of store evaluations and customer characteristics?,Components of an Approach,Objective/Theoretical FoundationsAnalytical ModelResearch QuestionsHypothesesSpecification of the Information Needed,The Role of Theory in Applied Marketing Research,Models,An analytical model is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. In verbal models, the variables and their relationships are stated in prose form. Such models may be mere restatements of the main tenets of a theory.,Graphical Models,Graphical models are visual. They are used toisolate variables and to suggest directions ofrelationships but are not designed to providenumerical results.,Mathematical Models,Mathematical models explicitly specify therelationships among variables, usually inequation form. Wherey = degree of preference= model parameters to be estimated statistically,Development of Research Questions and Hypotheses,Research Questions and Hypotheses,Research questions (RQs) are refined statements of the specific components of the problem. A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.,Department Store Project,RQ: Do the customers of Sears exhibit store loyalty?H1: Customers who are store-loyal are less knowledgeable about the shopping environment.H2: Store-loyal customers are more risk-averse than are non-loyal customers.,Department Store Project,Specification of Information NeededComponent 1The researcher identified the following factors as part of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service of store personnel, prices, convenience of location, layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection.Component 2The researcher identified nine department stores as competitors to Sears based on discussions with management. The respondents should be asked to evaluate Sears and its nine competitors on the eight choice criteria factors.,Component 3Sixteen different product categories were selected, including womens dresses, womens sportswear, lingerie and body fashion, junior merchandise, mens apparel, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the ten stores for each of the 16 product categories. Component 4No additional information needs to be obtained from the respondents.,Department Store Project,Component 5Information should be obtained on the standard demographic characteristics and the psychographic characteristics of store loyalty, credit use, appearance consciousness, and combining shopping with eating. Component 6No additional information needs to be obtained from the respondents.,Department Store Project,At United, Food Is Uniting the Airline with Travelers,The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airline is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.,At United, Food Is Uniting the Airline with Travelers,A graphical model stipulated that consumers evaluate competing airl