世界行销讲座之经营环境分析

1、Marketing: Real People, Real DecisionsAnalyzing the Business EnvironmentChapter 5 Lecture SlidesSolomon, Stuart, Carson, & SmithYour name hereCourse title/numberDate1Marketing: Real People, Real DecisionsChapter Learning ObjectivesWhen you have completed your study of this chapter, you should be

2、 able to:Describe the marketing research process.Explain the differences between exploratory, problem-solving, and causal research, and describe some research techniques available to marketers.Deal with the issues involved in making sense of research results.Discuss how marketers implement research

3、results2Marketing: Real People, Real DecisionsIntroduction to the TopicThe topic of marketing research is important to marketers because of its relationship to the marketing concept. Marketing concept: a management orientation that focuses on achieving organizational objectives by understanding cons

4、umer needs and wants and the associated costs of satisfying them.Marketing research is the mechanism by which marketers find out what consumers really want, so that they can develop products or services to satisfy those needs and wants.So it would help if we knew something about this process!3Market

5、ing: Real People, Real DecisionsInformation for Decision Making Marketing research: the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.We are trying to improve the effectiveness of our marketing de

6、cision making, and we can do that by getting better information. Marketing intelligence: information about a firms external environment, which allows marketers to monitor conditions that affect demand for existing products or create demand for new products.Gathering marketing intelligence is an ongo

7、ing process, whereas marketing research refers to more objective-driven activities. 4Marketing: Real People, Real DecisionsThe Marketing Research ProcessSecondarydataFocusgroupsDepthinterviewsSurveyExperimentProblem definitionExploratoryresearchFormalresearch designObservation5Marketing: Real People

8、, Real DecisionsThe Marketing Research ProcessProbabilityNon-probabilityConclusionand reportSamplingData collectionand analysisDecision makingStorage for futuredecision makingBack toProblem definition6Marketing: Real People, Real DecisionsThe Marketing Research Process Defining the problem to be inv

9、estigated is the first step in the marketing research process. Defining the problem has three components: Specify research objectives Identify consumer population Assess environmental contextFinding out what consumers really think about your products can be a good research objective, as discovered b

10、y Mercedes-Benz. Research design: a plan that specifies what information marketers will collect and what type of study they will do.The first thing to do is to look at what has been done already, called secondary research.7Marketing: Real People, Real DecisionsThe Marketing Research Process (continu

11、ed) Exploratory research: technique that marketers use to generate insights for future, more rigorous studies, and to help define the problem. This type of research produces qualitative data. Exploratory research can include secondary research, consumer interviews, focus groups, case studies, and et

12、hnographies. Secondary research: an examination of research already conducted by others, and other sources of external information.Statistics Canadas Market Research Handbook is a good source of information, as are bank web sites, and marketing research associations.It is better to find out what is

13、available before deciding to conduct ones own research, to save time and money.8Marketing: Real People, Real DecisionsThe Marketing Research Process (continued) Consumer interviews: one-on-one discussions between a consumer and a researcher. These interviews can be more in-depth than telephone surve

14、ys and allow for probing further into subject areas. Focus group: a product-oriented discussion conducted among a small group of consumers led by a trained moderator.Focus groups are used extensively by the advertising industry to develop communications strategy and test ideas.Focus groups are fast

15、ways to collect information and benefit from the group atmosphere, however, they must be used with caution as the results are not necessarily representative of the overall population researchers are interested in.9Marketing: Real People, Real DecisionsThe Marketing Research Process (continued) Proje

16、ctive techniques: tests that marketers use to explore peoples underlying feelings about a product, especially appropriate when consumers are unable or unwilling to express their true reactions.The difficulty in using projective techniques comes in interpreting the results, which is very subjective.

17、Case study: a comprehensive examination of a particular firm or organization. Ethnography: a detailed report on observations of people in their own homes or communities.10Marketing: Real People, Real DecisionsThe Marketing Research Process (continued) Descriptive research: a research tool that probe

18、s more systematically into the problem and bases its conclusions on large numbers of observations.The purpose is to describe a situation or population of interest at one point in time. Cross-sectional design: type of descriptive technique that involves the systematic collection of quantitative infor

19、mation at one point in time. Longitudinal design: techniques that tracks the responses of the same sample of respondents over time. Survey: a questionnaire that asks participants about their beliefs or behaviors via the telephone, direct mail, computer, or in person. 11Marketing: Real People, Real D

20、ecisionsThe Marketing Research Process (continued) Observational research: a passive research technique where the behaviour of respondents are observed and recorded, either mechanically or by an observer. Useful in overcoming self-reporting bias, but difficult to know why people do the things that t

21、hey do. Causal research: techniques that attempt to understand cause-and-effect relationships between concepts.Also known as experiments, these attempt to measure the effect of manipulating an independent variable on the dependent variable, while at the same time controlling for the influence of any

22、 extraneous variables.Test marketing is an example.12Marketing: Real People, Real DecisionsA Standard Experimental Research DesignSuppose you had a new cream (treatment) that you believed would grow hair on a billiard ball, and wanted to test it out.The only way to know for sure that it was the crea

23、m that caused the hair growth would be to compare it to the amount of hair grown by two other groups.Gotta love that miracle drug placebo, it will cure anything! Measure the concept of interest to determine the baseline for comparisonRandomly assign participants to one of three groups for the experi

24、mentChoose a sample of people from the population of interest Group 1treatmentGroup 2placeboGroup 3nothingMeasure the concept of interest again to compare change13Marketing: Real People, Real DecisionsReliability and Validity Reliability: the extent to which research measurement techniques are free

25、from errors. Reliability is a measure of consistency and it applies to the measurement instrument. Validity: the extent to which research actually measures what it was intended to measure. The results are either a valid measure of the concept of interest, or they are not.Example: a bathroom scale ca

26、n be a reliable method of determining your weight, however, your weight is not necessarily a valid indicator of your level of physical fitness.Note: a research instrument can be reliable but not valid, but if the results are valid, then they are by default, reliable. 14Marketing: Real People, Real D

27、ecisionsSampling and Representativeness Sampling: the process of selecting respondents who statistically represent a larger population of interest. How a sample is chosen will determine how representative they are likely to be of the overall population. Representativeness: the extent to which consum

28、ers in a study are similar to a larger group in which the organization has an interest.Random sampling is the best method to use to ensure this is achieved, although variations of this can also be effective.If the sample is representative of the population of the whole, then we can generalize the re

29、sults taken from the sample to that larger population, otherwise, we cannot.15Marketing: Real People, Real DecisionsGathering and Using Data Primary data collection is the process of gathering data yourself for a specific research project, versus secondary data already gathered by someone else.There

30、 are many ways to gathering data, from personal interviews, mail surveys, observational studies, and even looking in the garbage. Single source data: information that is integrated from multiple sources to monitor the impact of marketing communications on a particular customer group over time.These sources can be coupon redemptions, sales records, scanner data and loyalty programs. 16Marketing: Real