MR_training_市场调研培训.ppt

1、Prepared by Tao WU February 2005,Market Research Theories and Practice: A Training Class for Asia Base A/S,What Is Market Research?,I. THE DEFINITION OF MARKETING RESEARCH-BUSH AND BURNS (1995) The process of: (information which may be used to solve a specific problem) designing gathering analyzing

2、reporting II. THE AMERICAN MARKETIONG ASSOCIATION DEFINITION OF MARKETING RESEARCH The function which links the consumer, customer, and public to the marketer decision maker through information used to: identify and define marketing opportunities and problems generate, refine, and evaluate marketing

3、 actions monitor marketing performance improve understanding of marketing as a process,The Definitions of Market Research,What are the Areas of Market Research?,The Market: Market size, market classification, market penetration, market share, market dynamics, market forecast Marketing: Brand Brand a

4、wareness, brand image, brand positioning, brand value Advertising/promotion Copy test, ad/promotion effectiveness, media channel selection Product Product testing, packaging test, product positioning Price Price acceptance, pricing strategy, sales simulation Channel Distribution channel structure, r

5、etail audit People Customer satisfaction Profiling and Segmentation: Demographic profile, social economic status, psychological profile, life style Decision Making Process: Choice model (consumer), business decisionmaking process Market/Business Environment: Industry structure/chain, competitive sit

6、uation, production and ownership, government and regulatory policies,Five Areas of Market Research,What Are steps of Market Research?,STEP 1 -define the Problem Single most important step Problem well defined is half-solved Problem definition Specifying symptoms Itemizing possible causes Listing alt

7、ernative solutions STEP 2 -Establish Research Objectives What specific information is needed to solve the problem When collected , this information solves the problem,Seven Steps of Market Research,STEP 3- Determine Research Design Qualitative Research Unstructured Informal-often intuitive Descripti

8、ve research Answers the questions -who , what, why, & how Most common type of research Quantitative Research What variable is causing another to change Independent variable . Variables causing the change Dependent variable . Variable being changed Allows “if/then” statements to be developed,Seven St

9、eps of Market Research,Experiments: Measure the change in one variable Created by a change in the other variable While holding all other variables constant Complex and expensive STEP 4 -Determine Methods of Collecting Data Internal records External secondary data from suppliers Collection of primary

10、 data Telephone Mail Personal interviews (Door-to-door, Mall intercept) STEP 5 - Determine Sample Plan and Size Population The group of interest to the researcher Sample Subset of the population to be studied,Seven Steps of Market Research,STEP 6 -Analyze the Data Data Analysis Entering the Data int

11、o the computer Inspecting it for errors Running various statistical tests Data Cleaning Uses frequency analysis program Coding Assigning all responses a numerical value Tabulation Counting the responses using frequency analysis Cross-Tabulation Examining two or more response categories at the same t

12、ime Statistical tests,Seven Steps of Market Research,STEP 7 - Prepare and Present the Final Research Report Written report One of the most important phases Communicates the results to the client Demonstrates your insights, your skills at interpretation Oral presentation Uses modern presentation tech

13、nology,Seven Steps of Market Research,What Are the Impact of Market Research on Decisionmaking?,The goal is to provide the right information at the right time to the right person(s) and help them make decisions and solve problems. Direct impact: Product change, advertising modification, etc. Indirec

14、t impact: Reset goals, change strategies and priorities, reset agenda Indirect impact: Change of business language and terminologies (discourse),What Are the Methods of Data Collection?,KEY QUESTIONS TO ASK ABOUT SECONDARY DATA What as the purpose of the study? Who collected the information? What in

15、formation was collected? How was the information obtained? How consistent is the information with other information? ADVANTAGES AND DISADVANTAGES OF SECONDARY DATA Advantage -Can be obtained quickly -Inexpensive compared to primary data -Readily available -Enhances existing primary data Disadvantage

16、s -Measurement units may not match researchs needs -Class definitions may not be usable -Data may be out of data -May be difficult to assess credibility of the data SOURCES OF SECONDARY DATA (Government statistics, industry report, newspapers and magazines, website, agency reports, internal records,

17、 etc),Secondary Data,A form of external, secondary data that is supplied from a common database to subscribers for a service fee. Such information is typically detailed information that is of value to firms in a given industry and is not available in libraries. Advantages -Shared costs -High quality

18、 -Current information Disadvantages -Standardized format -Commitment cost -Availability to competitors,Syndicated Data,Term Definitions Quantitative Research - the use of structured questions where the response options have been predetermined and a large number of respondents is involved. A sizable

19、sample A representative sample Formalized procedure for data collection & analysis Qualitative Research - involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form. Focus Groups - A small group

20、 of people (6-8) guided by a moderator through an unstructured, spontaneous discussion about some topic. Goal of a focus group is to learn ideas, feelings, and experiences about a topic in an uninhibited environment,Survey (Primary) Data,THE QUANTITATIVE DATA COULD BE COLLECTED BY Phone Mail In-pers

21、on Web-Mail IVR (Interactive Voice Response) Mixed mode,Survey Data,ADVANTAGES OF QUANTITATIVE DATA Standardization -Questions are preset and worded identically -Questions are organized -Procedures are identical -Assurance that all relevant topics are covered Ease of Administration -Can be handed to

22、 people -Can be mailed to them Ability to Tap the Unseen -Ask what, why, how, and who -Variety of topics can be covered Suitability to Tabulation and Statistical Analysis -Interpret patterns -Identify common themes -Identify correlation -Make inferences,Survey Data (Cont.),Sensitivity to Subgroup Di

23、fferences -Easy to sort out subgroups -Cross classification analysis of groups possible -Sample can target subgroups for inclusion,Survey Data (Cont.),ADVANTAGES OF FOCUS GROUP Generates fresh ideas: snowballing, Group creativity Allows clients to observe the group generally versatile: unlimited as

24、to topics and issues Product prototypes Advertising copy Probing into attitudes and opinions possible Works well with special respondents Executives Medical or other professional Disadvantages of Focus Groups May not represent the problem Not projectable to the target market May be non-representativ

25、e group Small number of participants Interpretation is subjective Preconceived ideas of client Preconceived ideas of analyst,Survey Data (Cont.),In-Depth Interviews A set of probing questions Posed one-on-one By a trained interviewer Gain insight into what the subject thinks about something or why h

26、e/she behaves in a certain way,Term Definitions (cont.),Summary,A Few Words about Sampling,Establish INCLUSION and EXCLUSION criteria. Who is eligible?,A good sample is a miniature version of the population. SPECIFICALLY what type of population are you trying to represent?,1.Probability Samples provides a statistical (see + error range) basis for comments on representation. Every member of the target population has a known, nonzero probability of inclusion in the sample. RANDOM SAMPLES,2.Non Probability Samples Know