市场调研Marketing research

1、Marketing Research and Information,Week 3,What is marketing research?,Marketing research is defined as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.,Why market research?,Marketers have many questions they

2、 would like answers to: What doubts do consumers have about our products? Does it pay to introduce new packaging? Why are our sales declining? Which regions/countries should we expand in? How effective was our recent ad campaign?,The marketing research process,Figure 6.1 The marketing research proce

3、ss.,Step 1: Define the problem,Define the problem Specify decision alternatives State research objectives,Step 2: Develop the research plan,Research approaches,The traditional marketing research approach,The traditional marketing research approach means that desk research comes first, providing info

4、rmation for the qualitative research, which in turn feeds into the quantitative work. ,Research instruments,Questionnaires Qualitative measures Technological devices,Questionnaires dos and donts KKBGH: 220,Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon A

5、void sophisticated words Avoid ambiguous words,Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions,Question types dichotomous,In arranging this trip, did you contact Virgin Atlantic? Y

6、es No,With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organised tour group,Question types multiple choice,Question types-Likert scale,Indicate your level of agreement with the following statement: Small airlines gener

7、ally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree,Question types semantic differential,Virgin Atlantic Large .Small Experienced.Inexperienced Modern. Old-fashioned,Question types importance scale,Airline food service is _ to me. Extr

8、emely important Very important Somewhat important Not very important Not at all important,Question types rating scale,Virgin Atlantics food service is _. Excellent Very good Good Fair Poor,Question types intending to buy scale,How likely are you to purchase tickets on Virgin Atlantic if in-flight In

9、ternet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy,Question types completely unstructured,Source: Getty Images,What is your opinion of Virgin Atlantic?,Question types word association,What is the first word that comes to your mind when you hear the

10、 following? Airline _ British _ Travel _,Question types sentence completion,When I choose an airline, the most important consideration in my decision is: _.,Question types story completion,I flew Virgin a few days ago. I noticed that the exterior and interior of the plane had very bright colors. Thi

11、s aroused in me the following thoughts and feelings. Now complete the story. _,Qualitative measures,Qualitative measures,Situation-projective technique,respondents are shown drawings of situations involving the brand (e.g. a woman driving a Mercedes) and asked to describe: the situations their thoug

12、hts/feelings of the people involved,object-projective techniques (OPT),respondents are asked to describe the brand in terms of: an animal a vegetable a country, etc.,Technological devices,Sampling plan,Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling pr

13、ocedure: How should the respondents be chosen?,Types of samples,Table 6.2 Probability and non-probability samples,Contact methods,Pros and cons of online research,Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility,Disadvantages Small samples Skewed samples Technol

14、ogical problems Inconsistencies,Active contact,Some market research is done with willing consumers Top Gear: Viewers voted for their top driving song CD launched,What is qualitative research?,Definition: “techniques of data collection and analysis that rely on non-numerical data” (Cassell et. al., 2

15、006: 162) Techniques focus on textual data or visual images Sounds, pictures, videos, music, songs, poetry, etc.,Quantitative or Qualitative (complementary not competitive),Quantitative research focus: “the degree in which phenomena possess certain properties, states and characters”; Qualitative res

16、earch focus: “the properties, the state and the character (i.e., the nature of phenomena)” (Labuschagne, 2003: 100),Closer to real life ,Focus groups can be to detached from real life artificial Growth is observational research Accompanied shopping Sitting with internet shoppers Living with consumer

17、s Mystery shopping,Direct human observation,How it is done: Researcher behaves as a normal customer, and unobtrusively observes interactions Writes-up detailed field notes (including verbatim comments Analyses and compares observations,Problems with direct human observation,A time-consuming techniqu

18、e Potential for mistakes in registering what is going on Does not accurately gauge customers perception of the encounter (including situational factors) Research recall may be biased or limited Potential to observe covertly may be limited Danger of influence (“observer effect”),Consumer-to-consumer

19、conversations,Examined stranger conversations within an extended service experience Natural setting: observation of 65 rail journeys various routes (in UK) different times and days of week 300 pages of field notes Identified: 10 types of passenger behaviour various roles of C2C conversation: Operati

20、onal and social conversation sequence patterns,Video observation,The researcher: observes and inconspicuously films encounters or just views the film Film: captures body language and tone of voice allows a focus on the early stage of the encounter before it is known to be a critical interaction can

21、be viewed many times can be viewed by the whole research team (hence enables discussion) can be used as input to customer interaction training,SAS study: observation research using video cameras,Based on 3,500 h of video data “By observing customers in real situations we get a more objective impression