第二章定义市场营销研究问题与确定研究方法

1、Chapter TwoDefining the Marketing Research Problem and Developing an Approach第二章 定义市场营销研究问题与确定研究方法教学目的理解定义营销研究问题的重要性和过程描述定义问题的相关工作明确管理决策问题和营销研究问题之间的区别解释定义明确的营销研究问题的结构详细论述研究方法的组成部分2011/2/11整理ppt2Chapter Outline 学习内容1. Overview2. Importance of Defining a Problem3. The Process of Defining the Problem a

2、nd Developing an Approach4. Tasks involved in Problem Definitioni. Discussions with Decision Makersii. Interviews with Industry Expertsiii. Secondary Data Analysisiv. Qualitative Research本章概要定义问题的重要性定义问题和确定研究方法的过程涉及定义问题的相关任务同决策者讨论专家访谈二手数据分析定性研究2011/2/11整理ppt33Chapter Outline章节大纲5. Environmental Cont

3、ext of the Problemi. Past Information and Forecastsii. Resources and Constraintsiii. Objectivesiv. Buyer Behaviorv. Legal Environmentvi. Economic Environmentvii. Marketing and Technological Skills6. Management Decision Problem and MarketingResearch Problem 问题的环境背景历史信息与预测资源与约束目标购买者行为法律环境经济环境营销与技术水平管理

4、决策问题和营销研究问题2011/2/11整理ppt44Chapter Outline章节大纲7. Defining the Marketing Research Problem8. Components of an Approachi. Objective / Theoretical Foundationsii. Analytical Modeliii. Research Questionsiv. Hypothesisv. Specification of Information Needed 9. International Marketing Research10. Ethics in M

5、arketing Research定义营销研究问题研究框架的组成客观/理论基础分析模型研究问题假设明确所需信息国际市场营销研究市场营销研究道德2011/2/11整理ppt55Chapter Outline章节大纲11. Summary12. Key Terms and Concepts总结重要术语与概念2011/2/11整理ppt66Chain Restaurant Study连锁餐馆研究One day I received a phone call from a research analyst who introduced himself as one of our alumni. He

6、was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.一天，我接到一个研究分析人员的电话。他自称是我的大学同学，在镇上的一家连锁餐馆工作，此时在分析营销研究中他所收集到的数据，但他需要这方面的帮助。2011/2/11整理ppt77Chain Restaurant Study连锁餐馆研究我们碰面时，他给我看了一份调查问卷，同时问我该如何分析得到的数据。我问他的第一个问题就是W

7、hen we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,2011/2/11整理ppt88Chain Restaurant Study连锁餐馆研究When he looked perplexed, I explained that data analysis is not an independent exercise.Rather, the goal of data analysis is

8、 to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.当我看见他一脸的迷茫的时候，我向他解释数据分析并不是一项孤立的工作，相反，数据分析的目标应该是为所面临的问题提供相关的信息。2011/2/11整理ppt99Chain Restaurant StudyI was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not ex

9、ist. So before going any further, I had to the marketing research problem.令我吃惊的是，他竟然对于他的营销研究问题没有清楚地认识，而且没有任何关于问题定义的书面资料。因此，在进行任何深入的探讨之前，我必须先定义营销研究问题。2011/2/11整理ppt1010Chain Restaurant StudyOnce that was done, I found that much of the data collected was not relevant to the problem. In this sense, the

10、 whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.当我完成了这项工作之后，我发现收集到的很多信息与研究的问题没有太大的关系。由此看来，整个研究就是一种资源的浪费。必须针对已识别的问题重新设计和实施一项新的研究项目。2011/2/11整理ppt11The Problem Definition ProcessFig. 2.1DiscussionwithDecision Maker(s)Interviewswith E

11、xpertsSecondaryData AnalysisQualitativeResearchManagement Decision ProblemMarketing Research ProblemTasks Involved Environmental Context of the ProblemStep I: Problem DefinitionStep II: Approach to the ProblemObjective/ TheoreticalFoundations ResearchQuestions HypothesesStep III: Research DesignAnal

12、ytical Model: Verbal, Graphical, MathematicalSpecificationofInformationNeeded2011/2/11整理ppt12The Problem Definition Process问题定义过程Fig. 2.1专家访谈管理决策问题管理决策问题营销研究问题营销研究问题相关工作相关工作问题的环境背景问题的环境背景第一步：定义问题第一步：定义问题第二步：确定研究方法第二步：确定研究方法客观/理论基础第三步：研究设计第三步：研究设计二手数据分析定性研究同决策者讨论分析模型：描述性、数学模型研究问题假设确认所需信息2011/2/11整理pp

13、t13Tasks Involved in Problem Definition相关工作 Discussions with Decision MakersInterviews with Industry ExpertsSecondary Data AnalysisQualitative Research同决策者讨论专家访谈二手数据分析定性研究2011/2/11整理ppt14The Problem Audit问题审计The problem audit is a comprehensive examination of a marketing problem with the purpose of

14、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 action4. The potential actions that are li

15、kely 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 问题审计是为了了解问题的根源和本质而对营销研究问题进行的一项综合性的检查：引发采取必

16、要措施而进行决策的事件或问题的历史决策者可采取的备选方案评估备选方案的标准根据研究结果建议采取的可能的行动回答决策者的问题所需要的信息决策者利用各项信息进行决策的方式同决策相关的企业文化2011/2/11整理ppt15The Seven Cs of Interaction互动7CThe interaction between the DM and the researcher should be characterized by the seven Cs:CommunicationCooperationConfidence CandorClosenessContinuityCreativity

17、决策者和研究人员之间沟通应具备以下特征，简称7C：沟通合作信心坦诚亲密持续创意2011/2/11整理ppt1616Factors to be Considered in the Environmental Context of the Problem 问题的环境背景中必须考虑的问题Past Information And ForecastsResources And ConstraintsObjectivesBuyer BehaviorLegal EnvironmentEconomic EnvironmentMarketing And Technological Skills历史信息与预测资源

18、与约束目标购买者行为法律环境经济环境营销与技术水平Fig. 2.22011/2/11整理ppt17Management Decision Problem Vs. Marketing Research Problem管理决策问题与营销研究问题Management Decision ProblemMarketing Research Problem2011/2/11整理ppt18Should a new product be introduced? 是否应该引进新产品？Should the advertising campaign be changed? 是否应该改变广告活动？Should the

19、 price of the brand be increased? 这种品牌的价格是否应该 提高？To determine consumer preferencesand purchase intentions for the proposed new product 针对提议的新产品确定消费者偏好和购买倾向To determine the effectiveness of the current advertising campaign 确定现有广告活动的有效性To determine the price elasticity of demand and the impact on sale

20、s and profits of various levels of price changes 确定需求的价格弹性，确定在不同水平上价格变化对销售额和赢利的影响Proper Definition of the Research Problem营销研究问题的正确定义Marketing Research Problem营销研究问题Broad Statement宽泛的陈述Specific Components具体的组成部分Fig. 2.32011/2/11整理ppt19Department Store Project百货商店项目2011/2/11整理ppt20决策者：我已经观察到顾客关顾西尔斯百货

21、商店的次数有所减少。研究人员：你是怎么知道的？决策者：这可以通过我们的销售额和市场份额反应出来。研究人员：您怎么知道贵点的光顾率降低了呢？决策人员：但愿我能够知道。研究人员：竞争对手的情况如何？决策者：我想，在某些方面我们略胜一筹，但在其他方面我们稍逊一筹。研究人员：您的顾客是如何评价贵店的呢？决策者：我想大多数还是持肯定的态度，虽然我们在某一两个领域不尽人意。 通过研究人员同决策者和关键的主管们的一系列对话，并进行二手数据分析和定性研究，最终确定了如下的问题。管理决策问题：我们应该如何提高西尔斯的顾客光顾率。营销研究问题：通过比较影响顾客光顾率的主要因素，确定西尔斯同其他主要竞争对手的相对优

22、势和劣势。Department Store Project2011/2/11整理ppt21Problem 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, resear

23、ch 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 pro

24、duct categories?4. What is the market share of Sears and its competitors for specific product categories?5. What is the demographic and psychological pro the customers of Sears? Does it differ from the pro customers of competing stores?Components of an Approach 研究框架的组成2011/2/11整理ppt22Objective/Theor

25、etical FoundationsAnalytical ModelResearch QuestionsHypothesesSpecification of the Information Needed客观/理论基础分析模型研究问题假设明确所需信息研究框架的组成2011/2/11整理ppt23 是建立在被称为公理的基本陈述上的概念体系。 指导研究的正确理论也可以通过对学术书籍、杂志和专著等文献回顾而得到。理论（theory） （指没有偏见并被经验结果所支持的依据）是通过处理来自二手资料的相关信息而得到的。客观证据（objective evidence）The Role of Theory in

26、 Applied Marketing ResearchResearch Task Role of Theory 1. Conceptualizing and identifying key variables Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independent variables. 2. Operationalizi

27、ng key variables Theoretical constructs (variables) can suggest independent and dependent variables naturally occurring in the real world. 3. Selecting a research design Causal or associative relationships suggested by the theory may indicate whether a causal or descriptive design should be adopted.

28、 4. Selecting a sample The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the population (see Chapter 11). 5. Analyzing and interpreting data The theoretical framework (and the models, research quest

29、ions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results (see Chapter 14). 6. Integrating findings The findings obtained in the research project can be interpreted in the light of previous research and integrated with the existing body of kno

30、wledge. 2011/2/11整理ppt24The Role of Theory in Applied Marketing Research 理论在应用市场营销研究中的作用2011/2/11整理ppt25研究任务研究任务理论的作用理论的作用概念化和识别关键的变量提供一个概念基础和基于问题情境的基本过程的理解。这些过程将提出关键因变量和自变量。操作化关键变量理论上的构念（变量）能够提出在现实世界中自然产生的自变量和因变量。选择一个研究设计由理论提出的因果或关联关系可以表明是否应通过因果或描述性的设计选择样本理论的框架在定义总体和为合格的被访者、配额、总体分层提出变量可能有用的（参阅第 11

31、章）。分析和解释数据理论框架 （模型、 研究问题和基于它的假设） 指导数据分析战略的选择和结果的解释 （请参阅第 14 章）。整合研究结果在研究项目中取得的结果可以根据先前的研究解释和与现有的知识结合起来。Models模型2011/2/11整理ppt26An 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 variabl

32、es and their relationships are stated in prose form. Such models may be mere restatements of the main tenets of a theory.分析模型是指用来表示实际系统或过程的整体或局部的一组变量及其相互关系。常见的有文字模型、图示模型和数学模型。在文字模型里，变量及其关系是通过文字形式来表述的。这种模型可能仅仅是对一个理论的一些主要原则的复述。Graphical Models图示模型2011/2/11整理ppt27Graphical models are visual. They are u

33、sed to isolate variables and to suggest directions of relationships but are not designed to provide numerical results.图示模型是可视化的模型，他用来区分变量和说明关系，但他不能提供数字结构。AwarenessUnderstanding: EvaluationPreferencePatronage知晓了解：评估偏好惠顾Mathematical Models数学模型Mathematical models explicitly specify the relationships am

34、ong variables, usually in equation form.数学模型数学模型可以详细说明变量之间的关系，通常是用方程的形式。 Where y = degree of preference 偏好程度 xi 构成选择标准的商店惠顾因素 = model parameters to be estimated statistically 需要进行统计估计得模型参数 =+=niiixaay10aai,02011/2/11整理ppt28Development of Research Questions and Hypotheses提出研究问题和假设Components of the Ma

35、rketing Research Problem营销研究问题的组成部分Research Questions 研究问题Hypotheses 假设Objective/TheoreticalFrameworkAnalyticalModel2011/2/11整理ppt29Fig. 2.4Research Questions and Hypotheses研究问题和假设 2011/2/11整理ppt30Research questions (RQs) are refined statements of the specific components of the problem. A hypothesis

36、 (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.研究问题是对具体组成部分的精炼陈述。假设是关于研究人员所感兴趣的某个要素或现象的未经证实的论述或推测。通常，假设是研究问题的一个可能的答案。假设是关于关系的论述或推测，而不仅仅是需要回答的问题。Department Store Project

37、百货商店项目2011/2/11整理ppt31RQ: 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. 研究问题：西尔斯的顾客会表现出对商店忠诚吗？假设1：对商店忠诚的顾客对购物环境不是特别在意。假设2：对商店忠诚的顾客比不忠

38、诚的顾客更倾向于规避风险。Department Store Project百货商店项目Specification of Information Needed确认所需信息确认所需信息2011/2/11整理ppt32Component 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 o

39、f 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.内容1研究人员确定下列因素作为选择标准的一部分：商品质量、商品的种类和分类、 退换货政策、 商店人员的服务、 价格、 地理位置的便利性、 店铺的布局、信用和支付政策。应该询问被访者对每个

40、因素影响他们商店选择的重要性评级。Department Store Project百货商店项目Specification of Information Needed确认所需确认所需信息信息2011/2/11整理ppt33Component 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 compe

41、titors on the eight choice criteria factors. 研究人员依据与管理层的讨论确定了9家百货公司为西尔斯的竞争对手。应请调查对象就8个因素对西尔斯和他的9个竞争对手打分。Department Store ProjectComponent 316 different product categories were selected, including womens dresses, womens sportswear, lingerie and body fashion, junior merchandise, mens apparel, cosmetic

42、s, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the 10 stores for each of the 16 product categories. 研究选中了16个不同的产品类别， 包括女士时装、女士运动装、女士内衣、女士饰品、年轻人用品、男士服装、化妆品、珠宝、鞋、被单、毛巾、家具、寝具和悬挂饰品。询问调查对象是否在这10家商店购买这16种商品中的每一种。Comp

43、onent 4No additional information needs to be obtained from the respondents.不需要从调查对象处获得其他信息。2011/2/11整理ppt34Department Store Project2011/2/11整理ppt35Component 5Information should be obtained on the standard demographic characteristics and the psychographic characteristics of store loyalty, credit use,

44、 appearance consciousness, and combining shopping with eating. 内容5从调查对象处获得标准的人口统计特征信息。选择下列心理特征：商店忠诚度、信用情况、外观意识以及购物与用餐的结合情况。Department Store Project2011/2/11整理ppt36研究问题的第5个组成部分是西尔斯顾客的心理特征。在关于心理特征的调查中，询问以下有关西尔斯顾客的研究问题：他们是否表现出对商店的忠诚？他们经常使用信用卡吗？同竞争对手的顾客相比，他们更注重服务人员的仪表吗？他们是否将购物和在外用餐结合起来？通过定义变量和确定如何实际操作，进

45、一步地精炼研究问题。例如，商店信用卡如何测量？可以通过下述4种方法中的任何一种来测量：顾客是否拥有一张西尔斯的信用卡？顾客是否使用西尔斯的信用卡？在某一特定的时期内，信用卡使用的次数。在某一特定的时间内，使用信用卡消费的总额。At United, Food Is Uniting the Airline with TravelersUnited Airlines, as other major airlines, had to deal with passenger loyalty (management decision problem: how to attract more and mor

46、e loyal passengers). The broad marketing research problem was to identify the factors that influence loyalty of airline travelers. 2011/2/11整理ppt37The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airl

47、ine 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 Travelers2011/2/11整理ppt38A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to

48、 select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, airlines offer the same schedules, the same service, and the same fares.” Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution. At Unit

49、ed, Food Is Uniting the Airline with Travelers2011/2/11整理ppt39Secondary data, like the J. D Power & Associates survey on current and future trends in the airline food industry, indicated that food service is a major contributor to customers loyalty. This survey also emphasized the importance of food brands.At United, Food Is Uniting the Airline with Travelers2011/2/11整理ppt40The airlines Marketrak survey told United Airlines that customers wanted more varied and up-to-date food.” The following resear