介绍市场调查的含义概要.ppt

1、第一讲 概述 要点： 介绍市场调查的含义； 市场调查的主要流程； 市场调查的行业； 数据来源。,The planning, collection, and analysis of data relevant to market decision making and communication of the results of this analysis to management. （是指对与营销决策相关的数据进行计划、收集和分析并把分析结果向管理者沟通的过程）,Marketing research is the function that links the consumer, cust

2、omer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the in

3、formation required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. （American Marketing Association）,市场调查是一种通过信息将消费者、公众、和营销者连接起来的职能.这些信息用于识别和定义营销问题与机

4、遇，制定、完善和评估营销活动，监测营销绩效，改进对营销过程的理解。 市场调研确定解决问题所需的信息，设计信息收集方法，管理和实施数据收集过程，分析结果，并就研究结论和意义进行沟通。,来自ICC /ESOMAR的定义,案例 5Alive的开发过程,第一讲 概述 要点： 介绍市场调查的含义； 市场调查的主要流程； 市场调查的行业； 数据来源。,(1) Identifying the Research Problem/Opportunity（识别界定问题与机会）,(2) Creating of the Research Design（生成调研设计）,(3) Choosing the Method o

5、f Research（选择调研方法）,(4) Selecting the Sampling Procedure（选择样本）,(5) Collecting the Data （收集数据）,(6) Analyzing the Data （分析数据）,(7) Writing and Presenting the Report（撰写并提交报告）,(8) Follow-up（跟踪）,The Marketing Research Process（市场调研过程）,Figure 1.2,Deciding Whether to Conduct Market Research Table 1.1（是否进行市场调研

6、的决策）,Cost likely to be greater than benefit; e.g., （成本可能大于收益） eyeglasses replacement screw （修理眼镜的螺丝刀） tire valve extension （轮胎阀）,Small （小）,DONT CONDUCT MARKETING RESEARCH （不要做市场调研）,Possible benefits greater than cost; e.g., （收益可能大于成本） ultraexpensive Lambeggehni-type sportswear （十分昂贵的运动服）,PERHAPS CON

7、DUCT MARKETING RESEARCH （可以开展市场调研）,Market Size （市场规模）,Small Profit Margin （低边际利润）,Large Profit Margin （高边际利润）,Benefits likely to be greater than costs; e.g.,（收益可能大于成本） Stouffers frozen entries（Stouffers冷冻食品） Crests tarter control toothpastes （佳洁士牙垢控制牙刷）,Large （大）,Benefits likely to be greater than c

8、osts; e.g., （收益极可能大于成本） medical equipment （医疗设备） high-definition TV （高清晰电视）,CONDUCT MARKETING RESEARCH （实施市场调研）,PERHAPS CONDUCT MARKETING RESEARCH（可以实施营销调研）,Deciding Whether to Conduct Market Research Table 1.2 （是否进行市场调研的决策）,Market Size （市场规模）,Small Profit Margin （低边际利润）,Large Profit Margin （高边际利润）,

9、THE RESEARCH PROCESS,To learn the steps involved in the marketing research process.,Step One: Identifying and Formulating the Research Problem/Opportunity （步骤一:识别与界定问题机会）,The marketing research problem: information （营销调研问题是以信息为导向） The marketing research objective: insight （营销调研的目标是提供有用的决策信息） The man

10、agement decision problem: action （管理决策问题是以行动为导向）,Find Out Why Information is Being Sought（发现信息存在的原因） Determine Whether the Information Already Exists（确定信息是否已经存在）,THE RESEARCH PROCESS,To learn the steps involved in the marketing research process.,Determine Whether the Question Can Really Be Answered.

11、（确定问题是否真的可以回答） Using Exploratory Research to Define the Problem/Opportunity. （试用试探性调研问题界定问题机会） Definition of Research Objectives. （调研目标的确定） Research Objectives Must Avoid the “Nice to Know” Syndrome. （调研目标必须避免“想知道更多”的综合症） Management Decisions and Research Objectives（管理决策和调研目标）,THE RESEARCH PROCESS,T

12、o learn the steps involved in the marketing research process.,Research Objectives Stated As Hypotheses （将调研目标表述为假设）.,Step Two: Creating the Research Design （步骤二:生成调研设计） a plan to answer the research hypothesis （检验调研假设所要实施的计划）,Descriptive Studies: who, what, where, when, and how（描述性研究） Causal Studies

13、: whether one variable determines the value of another variable （因果性研究） . temporal sequence（时间序列） concomitant variation（相随变化） spurious association（虚假联系）,THE RESEARCH PROCESS,To learn the steps involved in the marketing research process.,Step Three: Choosing a Basic Method of Research （步骤3:选择调研方法）,Su

14、rvey: an interviewer andquestionnaire （调查：访谈和问卷调查） Observation: to monitor respondents actions without direct interaction（观察：在不直接干预的条件下监视被调查者的行为） Experiments: to measure causality （检验因果关系）,Step Four: Selecting the Sampling Procedure （步骤4:选择样本）,Probability versus Nonprobability Samples （非随机样本的概率）,THE

15、 RESEARCH PROCESS,To learn the steps involved in the marketing research process.,Step Five: Collecting the Data（收集数据）,Marketing research field service （营销调研现场公司） interviewing （访问）,Step Seven: Preparing and Writing the Report（准备并撰写报告）,Communicating the conclusions and recommendations to management （与

16、管理层沟通结论和建议）,Step Six: Analyzing the Data（分析数据）,To interpret and draw conclusions （解释所收集的数据并提出结论）,THE RESEARCH PROCESS,To understand the components of the research request.,Step Eight: Following Up（跟踪）,Using the findings without conflict among departments （在避免部门间的冲突前提下使用这些信息?）,第一讲 概述 要点： 介绍市场调查的含义； 市

17、场调查的主要流程； 市场调查行业； 数据来源。,THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY,Level 1. Primary Information Users (Corporate Marketing Departments) （层次：主要的使用者企业营销部门）,The ultimate users of marketing research Marketing research data is needed to: （营销调研数据的最终使用者需要这些数据来：） determine how targets will re

18、act to alternative marketing mixes. （明确个目标群体将对不同的营销组合作出何种反应） 2. evaluate success of operational marketing strategies.（评价实施中的营销战略的绩效） 3. assess changes in the external environment. （评价外部环境的改变对产品服务战略的意义）,To learn about the various types of firms and their functions in research.,THE EVOLVING STRUCTURE

19、OF THE MARKETING RESEARCH INDUSTRY,4. identify new target markets.（识别新的目标市场） 5. create new marketing mixes for new target markets.（为新的目标市场创造新的营销组合）,Level 2: Information Users (Ad Agencies) （层次：信息使用者广告代理商）,serves corporate clients 为企业客户服务 may be ultimate users of research data也可能是营销调研数据的最终消费者 main bu

20、siness: the development and execution of ad campaigns. 主要活动:广告活动的设计和实施,To learn about the various types of firms and their functions in research.,THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY,Level 3: Research Designers and Suppliers (层次3:调研设计者和提供者),sell research services (营销调研服务) design

21、 research studies (设计调研研究报告) analyze results (分析结果) make recommendations to client (向客户提供建议) they design research, manage its execution, and buy data collection from other firms (它们设计并组织实施调研方案,购买其他其他公司收集的数据),To learn about the various types of firms and their functions in research.,Figure 3.1,The Ma

22、rketing Research Industry,THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY,Level 4: Data Collectors (层次4:数据收集者),Field service firms collect data for: (现场服务公司是为以下收集数据:) syndicated research firms(辛迪加调研公司) custom research firms(定制调研公司) ad agencies(广告代理商) corporations(企业),To learn about the var

23、ious types of firms and their functions in research.,CORPORATE MARKETING RESEARCH DEPARTMENTS,Companies are conducting less research internally. (企业自己开展调研的比例在减少) Our attention will be devoted to marketing departments found in the more sophisticated, larger companies. (我们的重点放在那些更为复杂和大型的企业的营销调研部门),To

24、learn about the various types of firms and their functions in research.,THE MARKETING RESEARCH INDUSTRY,Level 3: The Big Marketing Research Companies (层次3:大型市场调研公司),To learn about the various types of firms and their functions in research., AC尼尔森 零点调查 新华信 ,THE MARKETING RESEARCH INDUSTRY,Level 3: Cu

25、stom or Ad Hoc Research Firms (层次3:定制或专业市场调研公司),One-of-a-kind marketing research projects (非重复的营销调研项目),Level 3: Syndicated Service Firms (层次3:辛迪加服务公司),Collect and sell the same marketing research to many firms (为很多企业收集并提供相同的市场调研数据),Level 4: Field Service Firms (层次4:现场服务公司),Data collection specialist

26、s on a subcontract basis for corporate marketing research departments(是数据收集专家,根据转包合同为企业市场调研部门收集数据),To learn about the various types of firms and their functions in research.,THE MARKETING RESEARCH INDUSTRY,Specialized Service and Support Firms (专项服务企业和辅助性企业),Sample Generation (提供样本) Secondary Data (

27、二手数据) Statistical Analysis (统计分析),Other Organizations and Individuals (其他组织和个人),government agencies (政府) university bureaus (大学机构) professors (教授),To learn about the various types of firms and their functions in research.,USERS OF MARKET RESEARCH,To learn the uses of marketing research.,External Cli

28、ents (外部客户),Vendors (供应商) Franchisees (总经销商),Internal Clients (内部客户),New product development, pricing (新产品的开发、定价) Top Managements Use of Research （高层管理者使用市场调研） Other Internal Users: engineers, manufacturing, finance, human resources, legal （其他的内部使用者：工程师、制造部门、财务部门、人力资源部门、司法部门）,第一讲 概述 要点： 介绍市场调查的含义； 市

29、场调查的主要流程； 市场调查的行业； 数据来源。,THE NATURE OF SECONDARY DATA,Secondary data: (二手资料) Information that has been gathered and only might be relevant to the problem at hand. (以前已经收集好的,但不一定与当前问题相关的信息资料) Primary Data: (原始资料) Survey, observation, or experiment data collected to solve a particular problem. (为解决特定问

30、题而专门收集的调查资料、观察资料或实验资料),To understand how firms create an internal database.,Creating An Internal Database(建立内部数据库) a collection of related information (相关信息的集合),THE NATURE OF SECONDARY DATA,The Growing Importance of Internal Database Marketing （内部数据库营销的重要性日益增加） A large computerized file of customer

31、and purchase patterns. （大型的记录顾客个人情况及其购买方式的计算机文件）,To understand how firms create an internal database.,Internal Databases as Collective Memory Banks （内部数据库是一种集体记忆） Internal Databases Can Even Be Created From Conversations （内部数据库甚至可以利用谈话数据建立）,THE NATURE OF SECONDARY DATA,Using Cookies: （利用cookies） A t

32、ext file on a users computer in order to identify them when he or she revisits the Web site.（它是存在客户计算机中，用以确认用户再次登录网站的一个文本文档） Data Mining （数据挖掘） Statistical software to discover non-obvious patterns hidden in a database. （使用统计软件来发现隐藏在数据库中的规律）,To become familiar with using Web sites to build a databas

33、e.,Web Site Databases - A Marketers Dream （网站数据库-营销者的梦想） Web Retailing （网络零售） Web Advertising （网络广告）,PUBLISHED SECONDARY DATA,Internal: annual reports, reports to stockholders, product testing results （内部二手资料：年度报表、股东报告、产品测试结果） External: government, trade associations （外部二手资料：政府、贸易组织） Advantages of S

34、econdary Data（二手数据的优点） 1. May help clarify or redefine the definition of the problem as part of the exploratory research process.（有助于明确或重新明确探究性研究中的研究主题） 2. May provide a solution to the problem.（可以提供一些解决问题的方法） 3. May provide primary data research method alternatives.（可以提供收集原始资料的备用方法）,To distinguish between primary and secondary data.,PUBLISHED SECONDARY DATA,4. May alert the marketing researcher to potential problems or difficulties. （提醒