TheMarketingResearchProcess(英文版)(共37页).ppt

1、 ExploringMarketing Research William G. ZikmundChapter 3: The Marketing Research Process Copyright 2000 by Harcourt, Inc. All rights reserved.Information Reduces Uncertainty Helps focus decision makingCopyright 2000 by Harcourt, Inc. All rights reserved.Types of Research Exploratory Descriptive Caus

2、alCopyright 2000 by Harcourt, Inc. All rights reserved.COMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYUncertainty Influences the Type of ResearchCopyright 2000 by Harcourt, Inc. All rights reserved.Exploratory ResearchDescriptive ResearchCausal Research(Unaware of Problem)(Aware of

3、 Problem)(Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we dont know why.”our product? Who buys ourour products in a new package?competitors product?” “Would people be interested “Which of two advertising in our new product idea?”

4、“What features do buyers prefer campaigns is more effective?”in our product?”Degree of Problem Definitionpossible situationCopyright 2000 by Harcourt, Inc. All rights reserved.Exploratory ResearchSecondary DataExperience SurveyPilot StudiesCopyright 2000 by Harcourt, Inc. All rights reserved.Explora

5、tory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expectedCopyright 2000 by Harcourt, Inc. All rights reserved.Descriptive Research Describes characteristics of a population or phenomenon Some understanding

6、 of the nature of the problemCopyright 2000 by Harcourt, Inc. All rights reserved.“I keep six honest serving men, (they taught me all I knew), their names are-Rudyard Kiplingwhat, and why,and when, and how,and whereand who.”Copyright 2000 by Harcourt, Inc. All rights reserved.Descriptive Research Ex

7、ampleWeight Watchers average customer: Woman about 40 years old Household income of about $50,000 At least some college education Trying to juggle children and a jobCopyright 2000 by Harcourt, Inc. All rights reserved.Descriptive Research ExampleMens fragrance market: 1/3 size of womens fragrance ma

8、rket But growing at a faster pace Women buy 80 % of mens fragrancesCopyright 2000 by Harcourt, Inc. All rights reserved.Causal Research Conducted to identify cause-and-effect relationshipsCopyright 2000 by Harcourt, Inc. All rights reserved.IDENTIFYING CAUSALITY A causal relationship is impossible t

9、o prove. Evidence of causality:1. The appropriate causal order of events2. Concomitant variation-two phenomena vary together3. An absence of alternative plausible explanationsCopyright 2000 by Harcourt, Inc. All rights reserved.Stages of the Research ProcessProblem Discoveryand DefinitionResearchDes

10、ignSamplingDataGatheringData Processingand AnalysisConclusions andReportDiscovery andDefinitionand so onCopyright 2000 by Harcourt, Inc. All rights reserved.Research Stages Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated Forwa

11、rd linkages Backward linkagesProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperimentSurveyObservationSecondaryData StudyLaboratoryFieldInterviewQ

12、uestionnaireSelection ofexploratory researchtechniqueSamplingProbabilityNonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnalysisConclusionsand ReportResearch DesignProblem Discoveryand DefinitionCopyright 2000 b

13、y Harcourt, Inc. All rights reserved.Copyright 2000 by Harcourt, Inc. All rights reserved.The Marketing Research ProcessProblem DiscoveryExploratory ResearchSelection of the Basic Research MethodSelection of Sample DesignCollection of the DataCopyright 2000 by Harcourt, Inc. All rights reserved.The

14、Research Process (cont.)Editing and CodingData ProcessingInterpretation of the FindingsReportCopyright 2000 by Harcourt, Inc. All rights reserved.Stages in the Research Process Problem discovery and problem definition Research design Sampling Data gathering Data processing and analysis Conclusions a

15、nd reportCopyright 2000 by Harcourt, Inc. All rights reserved.Problem Discovery and Definition First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem“The formulation of the problem is often more essential than its solution”Albert EinsteinC

16、opyright 2000 by Harcourt, Inc. All rights reserved.Copyright 2000 by Harcourt, Inc. All rights reserved.State the research questions and research objectivesCopyright 2000 by Harcourt, Inc. All rights reserved.Hypothesis A statement that can be refuted by empirical dataCopyright 2000 by Harcourt, In

17、c. All rights reserved.If you do not know where you are going,any road will take you there.Copyright 2000 by Harcourt, Inc. All rights reserved.Copyright 2000 by Harcourt, Inc. All rights reserved.Exploratory Research Techniques - Two Examples Secondary Data (Historical Data) Previously Collected Ce

18、nsus of Population Literature Survey Pilot Study A number of Diverse TechniquesCopyright 2000 by Harcourt, Inc. All rights reserved.Focus Group InterviewCopyright 2000 by Harcourt, Inc. All rights reserved.Research Design Master plan Framework for action Specifies methods and proceduresCopyright 200

19、0 by Harcourt, Inc. All rights reserved.Basic Research Methods Surveys Experiments Secondary data ObservationCopyright 2000 by Harcourt, Inc. All rights reserved.Selecting a SampleCopyright 2000 by Harcourt, Inc. All rights reserved.Sampling Who is to be sampled? How large a sample? How will sample units be selected?Data Gathering StageCopyright 2000 by Harcourt, Inc. All rights reserved.Data Processing and AnalysisCopyright 2000 by Harcourt, Inc. All rights reserved.Copyright 2000 by Harcourt, Inc.