世界行销讲座之经营环境

AnalyzingtheBusinessEnvironmentChapter5LectureSlidesSolomon,Stuart,Carson,&SmithYournamehereCoursetitle/numberDate1Chapter

LearningObjectivesWhenyouhavecompletedyourstudyofthischapter,youshouldbeableto:Describethemarketingresearchprocess.Explainthedifferencesbetweenexploratory,problem-solving,andcausalresearch,anddescribesomeresearchtechniquesavailabletomarketers.Dealwiththeissuesinvolvedinmakingsenseofresearchresults.Discusshowmarketersimplementresearchresults2IntroductiontotheTopicThetopicofmarketingresearchisimportanttomarketersbecauseofitsrelationshiptothemarketingconcept.Marketingconcept:

amanagementorientationthatfocusesonachievingorganizationalobjectivesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyingthem.Marketingresearchisthemechanismbywhichmarketersfindoutwhatconsumersreallywant,sothattheycandevelopproductsorservicestosatisfythoseneedsandwants.Soitwouldhelpifweknewsomethingaboutthisprocess!3InformationforDecisionMakingMarketingresearch:

theprocessofcollecting,analyzing,andinterpretingdataaboutcustomers,competitors,andthebusinessenvironmenttoimprovemarketingeffectiveness.Wearetryingtoimprovetheeffectivenessofourmarketingdecisionmaking,andwecandothatbygettingbetterinformation.Marketingintelligence:

informationaboutafirm’sexternalenvironment,whichallowsmarketerstomonitorconditionsthataffectdemandforexistingproductsorcreatedemandfornewproducts.Gatheringmarketingintelligenceisanongoingprocess,whereasmarketingresearchreferstomoreobjective-drivenactivities.4TheMarketing

ResearchProcessSecondarydataFocusgroupsDepthinterviewsSurveyExperimentProblemdefinitionExploratoryresearchFormalresearchdesignObservation5TheMarketing

ResearchProcessProbabilityNon-probabilityConclusionandreportSamplingDatacollectionandanalysisDecisionmakingStorageforfuturedecisionmakingBacktoProblemdefinition6TheMarketing

ResearchProcessDefiningtheproblemtobeinvestigatedisthefirststepinthemarketingresearchprocess.Definingtheproblemhasthreecomponents:SpecifyresearchobjectivesIdentifyconsumerpopulationAssessenvironmentalcontextFindingoutwhatconsumersreallythinkaboutyourproductscanbeagoodresearchobjective,asdiscoveredbyMercedes-Benz.Researchdesign:

aplanthatspecifieswhatinformationmarketerswillcollectandwhattypeofstudytheywilldo.Thefirstthingtodoistolookatwhathasbeendonealready,calledsecondaryresearch.7TheMarketing

ResearchProcess(continued)Exploratoryresearch:

techniquethatmarketersusetogenerateinsightsforfuture,morerigorousstudies,andtohelpdefinetheproblem.Thistypeofresearchproducesqualitativedata.Exploratoryresearchcanincludesecondaryresearch,consumerinterviews,focusgroups,casestudies,andethnographies.Secondaryresearch:anexaminationofresearchalreadyconductedbyothers,andothersourcesofexternalinformation.StatisticsCanada’sMarketResearchHandbookisagoodsourceofinformation,asarebankwebsites,andmarketingresearchassociations.Itisbettertofindoutwhatisavailablebeforedecidingtoconductone’sownresearch,tosavetimeandmoney.8TheMarketing

ResearchProcess(continued)Consumerinterviews:

one-on-onediscussionsbetweenaconsumerandaresearcher.Theseinterviewscanbemorein-depththantelephonesurveysandallowforprobingfurtherintosubjectareas.Focusgroup:

aproduct-orienteddiscussionconductedamongasmallgroupofconsumersledbyatrainedmoderator.Focusgroupsareusedextensivelybytheadvertisingindustrytodevelopcommunicationsstrategyandtestideas.Focusgroupsarefastwaystocollectinformationandbenefitfromthegroupatmosphere,however,theymustbeusedwithcautionastheresultsarenotnecessarilyrepresentativeoftheoverallpopulationresearchersareinterestedin.9TheMarketing

ResearchProcess(continued)Projectivetechniques:

teststhatmarketersusetoexplorepeople’sunderlyingfeelingsaboutaproduct,especiallyappropriatewhenconsumersareunableorunwillingtoexpresstheirtruereactions.Thedifficultyinusingprojectivetechniquescomesininterpretingtheresults,whichisverysubjective.Casestudy:

acomprehensiveexaminationofaparticularfirmororganization.Ethnography:adetailedreportonobservationsofpeopleintheirownhomesorcommunities.10TheMarketingResearchProcess(continued)Descriptiveresearch:aresearchtoolthatprobesmoresystematicallyintotheproblemandbasesitsconclusionsonlargenumbersofobservations.Thepurposeistodescribeasituationorpopulationofinterestatonepointintime.Cross-sectionaldesign:typeofdescriptivetechniquethatinvolvesthesystematiccollectionofquantitativeinformationatonepointintime.Longitudinaldesign:techniquesthattrackstheresponsesofthesamesampleofrespondentsovertime.Survey:aquestionnairethatasksparticipantsabouttheirbeliefsorbehaviorsviathetelephone,directmail,computer,orinperson.11TheMarketingResearchProcess(continued)Observationalresearch:apassiveresearchtechniquewherethebehaviourofrespondentsareobservedandrecorded,eithermechanicallyorbyanobserver.Usefulinovercomingself-reportingbias,butdifficulttoknowwhypeopledothethingsthattheydo.Causalresearch:techniquesthatattempttounderstandcause-and-effectrelationshipsbetweenconcepts.Alsoknownasexperiments,theseattempttomeasuretheeffectofmanipulatinganindependentvariableonthedependentvariable,whileatthesametimecontrollingfortheinfluenceofanyextraneousvariables.Testmarketingisanexample.12AStandardExperimentalResearchDesignSupposeyouhadanewcream(treatment)thatyoubelievedwouldgrowhaironabilliardball,andwantedtotestitout.Theonlywaytoknowforsurethatitwasthecreamthatcausedthehairgrowthwouldbetocompareittotheamountofhairgrownbytwoothergroups.‘Gottalovethatmiracledrugplacebo,itwillcureanything!MeasuretheconceptofinteresttodeterminethebaselineforcomparisonRandomlyassignparticipantstooneofthreegroupsfortheexperimentChooseasampleofpeoplefromthepopulationofinterestGroup1treatmentGroup2placeboGroup3nothingMeasuretheconceptofinterestagaintocomparechange13ReliabilityandValidityReliability:theextenttowhichresearchmeasurementtechniquesarefreefromerrors.Reliabilityisameasureofconsistencyanditappliestothemeasurementinstrument.Validity:theextenttowhichresearchactuallymeasureswhatitwasintendedtomeasure.Theresultsareeitheravalidmeasureoftheconceptofinterest,ortheyarenot.Example:abathroomscalecanbeareliablemethodofdeterminingyourweight,however,yourweightisnotnecessarilyavalidindicatorofyourlevelofphysicalfitness.Note:aresearchinstrumentcanbereliablebutnotvalid,butiftheresultsarevalid,thentheyarebydefault,reliable.14SamplingandRepresentativenessSampling:theprocessofselectingrespondentswhostatisticallyrepresentalargerpopulationofinterest.Howasampleischosenwilldeterminehowrepresentativetheyarelikelytobeoftheoverallpopulation.Representativeness:theextenttowhichconsumersinastudyaresimilartoalargergroupinwhichtheorganizationhasaninterest.Randomsamplingisthebestmethodtousetoensurethisisachieved,althoughvariationsofthiscanalsobeeffective.Ifthesampleisrepresentativeofthepopulationofthewhole,thenwecangeneralizetheresultstakenfromthesampletothatlargerpopulation,otherwise,wecannot.15GatheringandUsingDataPrimarydatacollectionistheprocessofgatheringdatayourselfforaspecificresearchproject,versussecondarydataalreadygatheredbysomeoneelse.Therearemanywaystogatheringdata,frompersonalinterviews,mailsurveys,observationalstudies,andevenlookinginthegarbage.Singlesourcedata:informationthatisintegratedfrommultiplesourcestomonitortheimpactofmarketingcommunicationsonaparticularcustomergroupovertime.Thesesourcescanbecouponredemptions,salesrecords,scannerdataandloyaltyprograms.16GatheringandUsingData(continued)Datamining:sophisticatedanalysistechniquesthattakeadvantageofthemassiveamountofavailabletransactioninformation.Fourimportantapplicationsofdatamining:CustomeracquisitionCustomerretentionCustomerabandonmentMarketbasketanalysisMarketinginformationsystem(MIS):proceduredevelopedbyafirmtocontinuouslygather,sort,analyze,store,anddistributerelevantandtimelymarketinginformationtoitsmanagers.Scenarios:Possiblefuturesituationsthatfuturistsusetoassessthelikelyimpactofalternativemarketingstrategies.17FamousLastWords…Marketingresearchisanimportantactivitybecauseofitsrelationshiptothemarketingconcept.Marketingresearchprovidesmanagerswiththeinformationtheyneedtomakebettermarketingdecisions.Atleastintheory!18谢谢谢1月-2303:34:2003:3403:341月-231月-2303:3403:3403:34:201月-231月-2303:34:202023/1/53:34:209、静夜夜四无无邻，，荒居居旧业业贫。。。1月-231月-23Thursday,January5,202310、雨中黄黄叶树，，灯下白白头人。。。03:34:2003:34:2003:341/5/20233:34:20AM11、以我独独沈久，，愧君相相见频。。。1月-2303:34:2003:34Jan-2305-Jan-2312、故人江海海别，几度度隔山川。。。03:34:2003:34:2003:34Thursday,January5,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月-231月-2303:34:2003:34:20January5,202314、他乡生白白发，旧国国见青山。。。05一月月20233:34:20上上午03:34:201月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月233:34上午午1月-2303:34January5,202316、行动出成果果，工作出财财富。。2023/1/53:34:2003:34:2005January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。3:34:20上上午3:34上上午03:34:201月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。03:34:2003:34:2003:341/5/20233:34:20AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2303:34:2003:34Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。03:34:2003:34:2003:34Thursday,January5,202313、不不知知香香积积寺寺，，数数里里入入云云峰峰。。。。1月月-231月月-2303:34:2003:34:20January5,202314、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。05一一月月20233:34:20上上午03:34:201月-2315