市场营销副本PPT学习教案

1、市场营销副本市场营销副本第1页/共54页第2页/共54页第3页/共54页第4页/共54页Marketing Information & Customer Marketing Information & Customer InsightsInsights第5页/共54页Customer InsightsMarketing Information & Customer Marketing Information & Customer InsightsInsights第6页/共54页第7页/共54页第8页/共54页第9页/共54页第10页/共54页ExamplesTechnologyData Poi

2、nt-of-sale transactions销售点交易记录销售点交易记录Database, Database Management System (DBMS) InformationSales Revenue( (销售收入销售收入) )Sales Volume( (销售量销售量) )Database, DBMSData WarehousingKnowledgePurchasing Patterns( (采购模式采购模式),), etc.Data Warehousing, Data Mining第11页/共54页Assessing information needs评估信息需求Developi

3、ng needed information开发所需信息Distributing & using information分析和运用营销信息Analyzing needed information分析所需信息Developing Marketing InformationDeveloping Marketing InformationSteps in the Marketing Research Process市场调查步骤第12页/共54页第13页/共54页第14页/共54页Users NeedsMIS Offerings第15页/共54页第16页/共54页Internal dataMarketi

4、ng intelligenceMarketing research第17页/共54页( (联机分析处理联机分析处理).).lNot meant for current, live data. 第18页/共54页第19页/共54页Internal dataMarketing intelligenceMarketing research第20页/共54页第21页/共54页第22页/共54页第23页/共54页Internal dataMarketing intelligenceMarketing research第24页/共54页Defining the problem and research o

5、bjectives确定问题和调研目标Developing the research plan for collecting information制定调研计划Implementing the research plan执行调研计划Interpreting and reporting the findings解释和报告调研结果第25页/共54页needs, refine ideas before developing any hypothesis!第26页/共54页第27页/共54页第28页/共54页第29页/共54页AdvantagesCostSpeedCould not get data o

6、therwiseDisadvantagesCurrentRelevantAccuracyImpartial第30页/共54页第31页/共54页Planning Primary Data CollectionResearch approachesContact methodsSampling planResearch instruments第32页/共54页Research Approaches调研方法调研方法Contact Methods接触方法接触方法Sampling Plan抽样计划抽样计划Research Instruments调研工具调研工具Observations观察法Mail 邮寄

7、Sampling unit抽样单位Questionnaire 问卷Survey 调查法Telephone 电话Sample size抽样规模Mechanical instruments仪器Experiment实验法 Personal个人Sampling procedure抽样程序Online 网络第33页/共54页their natural environment第34页/共54页第35页/共54页第36页/共54页第37页/共54页Online marketing researchInternet surveysOnline panelsOnline experimentsClick-str

8、eam dataOnline focus groups第38页/共54页Advantages Low cost Speed Higher response rates Good for hard to reach groups第39页/共54页Mail Telephone Personal Online Flexibility Poor Good Excellent Good Quantity of data that can be collectedGood Fair Excellent Good Control of interviewer effectsExcellent Fair Po

9、or Fair Control of sampleFair Excellent Fair Poor Speed of data collectionPoor Excellent Good Excellent Response rateFair Good Good Good Cost Good Fair Poor Excellent 第40页/共54页lHow should the people be chosen?抽样过程抽样过程第41页/共54页Probability Sample 概率抽样概率抽样Simple random sample简单随机抽样Every member of the p

10、opulation has a known and equal chance of selection. Stratified random sample分层随机抽样The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. Cluster (area) sample分群（地区）随机抽样The population is divided into mutually exclusive groups (suc

11、h as blocks), and the researcher draws a sample of the groups to interview. Nonprobability Sample 非概率抽样非概率抽样Convenience sample任意抽样The researcher selects the easiest population members from which to obtain information. Judgment sample判定抽样The researcher uses his/her judgment to select population membe

12、rs who are good prospects for accurate information. The researcher finds and interviews a prescribed number of people in each of several categories.第42页/共54页Questionnaires Most common Administered in person, by phone, or online Flexible Research must be careful with wording and ordering of questions第43页/共54页lUseful in exploratory research第44页/共54页Management problemResearch objectivesInformation neededHow the results will help management decisionsBudget第45页/共54页第46页/共54页statistical techniques. 第47页/共54页第48页/共54页第49页/共54