当代市场调研 （原第12版）指导手册 Instructor Manual ch01 创建市场洞察的步骤和营销分析日益增长的作用

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 1-

CHAPTER1

StepsinCreatingMarketInsightsandtheGrowingRoleofMarketingAnalytics

LEARNINGOBJECTIVES

1.Comprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.

2.Examinethegrowingimpactofmarketinganalytics.

3.Analyzetheproblemdefinitionprocess.

4.Learnthestepsinvolvedinthemarketingresearchprocess.

5.Understandthecomponentsoftheresearchrequest.

6.Appreciatetheimportanceofthemarketingresearchproposal.

7.Comprehendtheimpactofmarketinganalytics,bigdata,andthegrowthofunsupervisedlearning.

8.Examinewhatmotivatesdecisionmakerstousemarketingresearchinformation.

KEYTERMS

Bigdata

Caseanalysis

Casualstudies

Descriptivefunction

Descriptivestudies

Diagnosticfunction

Experiencesurveys

Experiments

Exploratoryresearch

Hypothesis

Managementdecisionproblem

Marketingresearch

Marketingresearchobjective

Marketingresearchonlinecommunity

Marketingresearchproblem

Marketingstrategy

Nonprobabilitysample

Observationresearch

Opportunityidentification

Pilotstudies

Predictivefunction

Probabilitysample

Requestforproposal(RFP)

Researchdesign

Researchrequest

Situationanalysis

Structuraldata

Supervisedlearning

Surveyresearch

Unstructureddata

Unsupervisedlearning

Variable

CHAPTERSUMMARY

Thischapterservesasanintroductiontomarketingresearch.Itstartsbydefiningmarketingresearchandthenexplainingitsvariousroles.Socialmediahaschangedtherelationshipbetweenfirmsandtheircustomersandthisisbrieflyaddressed.Alsoaddressedistheroleofanalyticsinmarketingandmarketingresearch.

Thechapterthendescribestheresearchprocess.Thisbeginswithadescriptionoftheproblem(oropportunity)definitionprocess.Itthenmovestoadiscussionofwhatinformation/dataisrequiredfortheresearchandhowultimatelyadecisionwillbemade.Next,thechapterdiscussesthetypesofresearchthatcanbeperformed,suchasexploratoryorsecondarydataanalysis.Oncethedataneedshavebeenidentified,thebookdiscussescheckingtoseeifthatdataalreadyexists.Ifitdoes,thefirmdoesnotneedtospendtimeandmoneytogeneratethedata.Next,itdescribestheresearchobjectivesandhowtoconvertthesetohypotheses.

Next,thechapterdiscussesbasicmethodsofresearchlikesurveys,observations,andexperiments.Aspartofthis,itdiscussessamplingprocedures,collectingthedata,analyzingthedata,andthenreportingonthedata.

Thechapterthendiscusseshowtomanagetheresearchprocess.Itdescribestheresearchrequest,anRFP,aproposal,andwhattolookforinasupplier.Itthenexplainstheimpactof“bigdata”andmarketinganalytics.Thechaptercloseswithadiscussionofwhatmotivatesmanagersanddecisionmakestoactuallyusetheresultingresearchinformation.

QUESTIONSFORREVIEW&CRITICALTHINKING

Theroleofmarketingistocreateexchanges.Whatrolemightmarketingresearchplayinfacilitatingtheexchangeprocess?

Exchangecantakeplacewhentwoormorepartieshavesomethingofpotentialvaluetoeachotherandcancommunicateanddeliverthesedesiredgoodsorservices.Marketingresearchhelpsthesepartiestodeterminewhatgoodsorservicesaredesiredbyotherpartiesandatwhatpricelevelthesegoodsandservicesbecomeofvalue.Inotherwords,marketingresearchaidsmanagersindeterminingwhowantsbenefitsfromgoodsorservicesandwhere,when,andatwhatpriceanexchangecanoccur.

Marketingresearchhastraditionallybeenassociatedwithmanufacturersofconsumergoods.Todayanincreasingnumberoforganizations,bothprofitandnonprofit,areusingmarketingresearch.Whydoyouthinkthistrendexists?Givesomeexamples.

Marketingresearchhelpsallorganizationsfollowtheprincipleofthe“marketingconcept.”Profit-makingorganizationsfaceincreasingamountsofcompetitionfromU.S.companies,aswellasfromglobalcompanies.Also,bothprofit-makingandnonprofitorganizationsareservinganincreasinglydiverseclientele.Marketingresearchhelpstoidentifytargetcustomersandtheirneedsinarapidlychangingenvironment.

Commentonthefollowingstatementbytheownerofarestaurantinadowntownarea:“IseecustomerseverydaywhomIknowonafirst-namebasis.Iunderstandtheirlikesanddislikes.IfIputsomethingonthemenuanditdoesn’tsell,Iknowthattheydidn’tlikeit.IalsoreadthemagazineModernRestaurants,tokeepupwithindustrytrends.ThisisallofthemarketingresearchthatIneedtodo.”

Thisrestaurantownermayknowcustomersbyname,buttheassertionaboutunderstandingtheirtastesmaybeover-confident.Anitemonthemenumaynotsellbecausethecustomersarenotfamiliarwithit.Or,itmaybeperceivedastooexpensive.Therecouldbemanyreasonswhyaproductmightnotsellaswellastheownerwantsitto.Byconductingmarketingresearch,theownercouldbetterdeterminethepreferencesofcustomersandpotentialcustomers.Thiswouldsavethemoney,effort,andtimeofchangingthemenuselection.Whileanationalmagazinecandeterminenationaltrendsintherestaurantbusiness,thesetrendsarenotalwayscompletelyapplicableatthelocallevel.Marketingresearchcouldhelptheownerbecomefamiliarwiththefavoritefoodsinthelocalgeographicmarket.

Whyismarketingresearchimportanttomarketingexecutives?Giveseveralreasons.

Marketingresearchisimportanttomarketingexecutivesbecauseitgivesthemadditionalinformationonwhichtomakedecisions.Someofthatinformationincludes:

Itdiscoverstrendsinthemarket.

Itgaugescustomerattitudestowardproducts,services,andadvertising.

Itexplainswhateffectchanginganelementofthemarketingmixwouldhaveonsales.

Itpredictstheresultsofaplannedmarketingdecision.

Itdeterminesthelevelofservicescustomers’desireatagivenprice.

Whatdifferencesmightyounoteamongmarketingresearchconductedfor(a)aretailer,(b)aconsumergoodsmanufacturer,(c)anindustrialgoodsmanufacturer,and(d)acharitableorganization?

Eachoftheseorganizationswouldusemarketingresearchtohelpaccomplishthestrategicmissionoftheirorganizationorthegoalsthatweredeterminedtobemostimportant.Forexample:

Aretailermightusemarketingresearchtotracktrendsindemographics,todetermineeffectiveadvertisingstrategies,andtofindproductsorservicesdesiredbythecustomer.

Aconsumergoodsmanufacturermightusemarketingresearchtohelpdeterminetheprobabilityofsuccessofanewproductortokeepcurrentonitscompetitors’activitiesandsuccess.Itmightalsouseittoascertainthebesttargetmarketforcurrentproducts.

Anindustrialgoodsmanufacturermightusemarketingresearchtoprojectfutureneedsofcustomersortodeterminethelevelofproductsthatwillbedemanded.

Acharitableorganizationmightusemarketingresearchtodeterminewhatservicesaremostneededinademographictargetmarketandtofindthemosteffectivevehiclefordeliveringthoseservices.Itmightalsousemarketingresearchtoidentifypotentialdonorsandtofindthemosteffectivewaytoappealtothem.

Commentonthefollowing:RalphMoranisplanningtoinvest$1.5millioninanewrestaurantinSaintLouis.Whenheappliedforaconstructionfinancingloan,thebankofficersaskedwhetherhehadconductedanyresearch.Ralphreplied,“Icheckedonresearchandamarketingresearchcompanywanted$20,000todothework.Idecidedthatwithalltheotherexpensesofopeninganewbusiness,researchwasaluxurythatIcoulddowithout.”

IfMr.Moraniswillingtospend$1.5milliononanewrestaurantwithoutconductingmarketingresearch,heshouldbepreparedtolosethatmoney.Withoutmarketingresearch,hemaynotknowhispotentialcustomersortheirdesires.Norwillheknowifthosedesiresorneedsarecurrentlybeingmetbyexistingbusinesses,oratwhatpriceorqualitylevelthecustomerswouldbewillingtotryanewrestaurant.Hisadvertisingmaybeatbestineffectiveorattheworstoffensive.Forexample,whatifheweretoadvertisebarbecueporkribsinanareathatispredominantlyJewish?Givenallofthis,$20,000seemsasmallpricetopaytoincreasethechancesofsuccessofabusinesswithsolargeaninvestment.

Whydoyouthinkthatmarketinganalyticshasbecomesoimportanttobusinesses?

MarketingAnalyticsisthediscovery,interpretation,andcommunicationofmeaningfulpatternsindata.Theseinsightsenablemarketingmanagerstounderstandmarketsandcreatetherightmarketingmixtodrivecustomersatisfactionandretention.Thisisespeciallyimportantsinceitallowsmanagerstoexplorenewproductsandideaswithouttheneedtoproduceprototypesorfirstperformeddetailedresearch.

Whatisstructuredandunstructureddata?Giveexamplesofeach.

Structureddataisdefineddatatypesthatarefoundinnumericfields.Examplesinclude:income,age,numberinhousehold,buyingfrequency,andpurchasetransactions.

Unstructureddatadoesnothaveapredefineddatamodelorisnotorganizedinapredefinedmanner.Examplesincludesocialmediapostings,YouTubevideoswatched,tweets,in-storeaislecameras,andsensordata.

ExplaintheconceptofBigData.

Bigdataistheaccumulationandanalysisofmassivequantitiesofinformationthatisespecially,butnotexclusively,relatedtohumanbehaviorandinteractions.

11.HowhastheInternetchangedthefieldofmarketingresearch?

Thereach,economy,andspeedoftheInternethavehadsignificanteffectsintherecentpast,andpromisetohaveevenmoreprofoundimpactinthefuture.SecondaryinformationforexploratoryresearchcanbeobtainedfromliteraturereviewsandWebpages.Thecapacityforcaptureandcommunicationofprimarydatawillmakedescriptiveresearchmoreeffective.Consumerscanbesurveyedon-line,andtheresultsanalyzedinstantly.Projectsponsorsandresearcherswillbeabletocommunicateandcollaboratemoreeasily.Inaddition,researchresultsandreportscanbedisseminatedoverawideaudience,againinreal-time.

12.ExplaintheconceptofBigData.

BigDataastheaccumulationandanalysisofmassivequantitiesofinformationespeciallyrelatedtohumanbehaviorandinteractions

Thedefinitionoftheresearchproblemisoneofthecriticalstepsintheresearchprocess.Why?Whoshouldbeinvolvedinthisprocess?

Correctlydefiningtheproblemisthecrucialfirststepinthemarketingresearchprocess.Iftheresearchproblemisdefinedincorrectly,theresearchobjectiveswillalsobewrong,andtheentiremarketingresearchprocesswillbeawasteoftimeandmoney.

Clearly,marketingmanagersshouldbeinvolvedinthisprocess.Forlargerissues,higherlevelmanagersshouldbeinvolvedaswell.Managersandresearchersattheresearchfirmwillbeinvolvedtohelpthemanagersdefineandrefinetheresearchprocess.

Whatroledoesexploratoryresearchplayinthemarketingresearchprocess?Howdoesexploratoryresearchdifferfromotherformsofmarketingresearch?

Exploratoryresearchispreliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

Exploratoryresearchisdifferentfromotherformsofmarketingresearchbecausetheprocessisnotwell-definedatthestartoftheresearch.Rather,muchexploratoryresearchishighlyflexible,withresearchersfollowingideas,clues,andhunchesaslongastimeandmoneyconstraintspermit.

Givesomeexamplesofsymptomsofproblemsandthensuggestsomeunderlyingrealproblems.

Asymptomisaphenomenonthatoccursbecauseoftheexistenceofsomethingelse.Forexample,managersoftentalkabouttheproblemofpoorsales,decliningprofits,increasedcustomercomplaints,ordefectingcustomers.Eachoftheseisasymptomofadeeperproblem.Thatis,somethingiscausingacompany’scustomerstoleave.Moreexamplesinclude:

Lowercollegeenrollmentbeingasymptomofdecliningnumbersofyoungadultsofcollegeage.

Lowervoterturnoutbeingasymptomofinconvenientpolllocationsand/orinconvenientpollhours.

Lowersalesbeingasymptomofdecliningincomeforthefirm’scustomerbase.

Critiquethefollowingmethodologiesandsuggestmoreappropriatealternatives:

Asupermarketisinterestedindeterminingitsimage.Cashiersdropashortquestionnaireintothegrocerybagofeachcustomerpriortobaggingthegroceries.

Thiswouldonlyreachcustomerswhocontinuetoshopatthesupermarket.Anycustomerswhohadconcernsabouttheirimagemightnotshopthereandwouldnotbereachedbythesurvey.Additionally,thesamecustomermightbesurveyedmorethanonceandtheresponseratewouldlikelybelow.

Abetterapproachwouldbetobeginbyidentifyingtheareafromwhichthesupermarketislikelytodrawcustomersandthecharacteristicsofcustomerswithinthatarea.Withthatinformation,aresearchmethodcouldbedesignedtoreachthese.

Toassesstheextentofitstradearea,ashoppingmallstationsinterviewersintheparkingloteveryMondayandFridayevening.Afterpeopleparktheircars,interviewerswalkuptothemandaskthemfortheirzipcodes.

Thisisanexpensiveandtimeconsumingapproachtofindoutinformationthatshouldbemuchmorereadilyavailable.Additionally,asdesigned,itwouldnotidentifyifcustomerswhodrivelongdistancesdosoforthemalloverallorforindividualstores.

Assumingindividualstoresarewillingtosharethedata,customercreditcardreceiptswouldallowthemallstoquickly-and-easilyidentifyboththeirserviceareaandtheextenttowhichtheserviceareavariesfordifferentstores.

Toassessthepotentialfornewhorrormoviesstarringalienrobots,amajorstudioinvitespeopletocalla900numberandvoteyesiftheywouldliketoseesuchmoviesornoiftheywouldnot.Eachcallerisbilleda$2charge.

Whenarespondentmustpaytoparticipateinasurvey,onlythoserespondentswithverystrongopinionsarelikelytoparticipate.

Oneapproachstudentsmightsuggestisusingthesametypeofpoll,onlyusinganInternetapproachsorespondentsdonotpaytoparticipate.Whilethisisbetter,itstillrequiresthestudiotoidentifypotentialrespondents,willstillreachonlyrespondentswithstrongopinionssincetheymusttakethetimetologintothewebsite,andisvulnerabletosomeonewithverystrongopinionsrespondingmorethanonce.

Abetterapproachwouldbetosurveymoviegoerswhoareleavingthetypeofmoviethatwouldbeofinteresttoviewersofthisnewmovietoseeiftheyareinterested.

Youhavebeenchargedwithdetermininghowtoattractmorebusinessmajorstoyourschool.Outlinethestepsyouwouldtake,includingsamplingprocedures,toaccomplishthistask.

Studentanswerswillvaryagreatdeal.Afewthingstoconsiderwhenevaluatingthemare:

Makesuretheirresearchincludespotentialstudentswhochoosenottocometotheschoolandnotjuststudentswhodecidetocometotheschoolbutchooseothermajors.

Theresearchshouldbelookingatiftheissueisthereputationoftheschool,thereputationofthebusinessschool,orboth.

Ifyourschooldoesnotrequireincomingstudentstoinitiallydeclareamajor,theresearchshouldaddressstudentsatthepointwhentheydodeclaretheirmajors.

Areallygoodproposalwouldalsolookatstudentswhoaremajoringinbusinesswhodecidetochangemajorstosomethingelse.

Whatcanresearchersdotoincreasethechancesthatdecisionmakerswillusethemarketingresearchinformationtheygenerate?

Thedeterminantsofwhetherornotamanagerusesresearchdataare(1)conformitytopriorexpectations,(2)clarityofpresentation,(3)researchquality,(4)politicalacceptabilitywithinthefirm,and(5)lackofchallengetothestatusquo.Byaddressingeachofthese,researcherscanmaximizethechancestheirresearchwillbeused.

Explainthecriticalroleoftheresearchproposal.

Theresearchproposalisadocumentthatpresentstheresearchobjectives,researchdesign,timeline,andcostofaproject.Thebasisformeasuringareport’squalityliesintheresearchproposal.Doesthereportmeettheobjectivesestablishedintheproposal?Hasthemethodologyoutlinedintheproposalbeenfollowed?Aretheconclusionsbasedonlogicaldeductionsfromthedataanalysis?Dotherecommendationsseemprudent,giventheconclusions?Inotherwords,theresearchproposaltellstheresearcherwhatresearchquestionstoaddressandformsthebasestoevaluatetheresultsoncetheyareproduced.

REALLIF