创业计划大赛市场调研.pptVIP

大连理工大学第六届创业计划大赛 市场调查与分析概述 Agenda The World is Flat/Web 2.0 New Products/Ventures have risks Making informed decisions （SWOT） Marketing research Questionnaire Design Forecasting Causes of New Product Failures One study estimated that as many as 80% of new consumer packaged products failed. Only about 40% of new consumer products are around 5 years after introduction. Why? Overestimation of market size, Product design problems, Product incorrectly positioned, priced or advertised, Product may have been pushed despite poor marketing research findings, Costs of product development, or Competitive actions Improving New-Product Success New product success depends on having a: Unique superior product (one with higher quality, features, and value in use), Well-defined product concept (a defined target market, product benefits/positioning). To create successful new products, the company must: understand its customers, markets and competitors, develop products that deliver superior value to customers. 环境分析 4C‘s Company Customer Competitor Context/Collaborators SWOT分析工具 机会与威胁 外部环境变化 有战略性影响的因素及发生的可能性 优势与劣势 较之竞争对手在某些方面独特的能力 Marketing Research When you have specific questions that needs answers Translating consumer beliefs, attitudes, and behaviors into numbers to support marketing decision making. Project based When I teach marketing, there is always a real project for the students to accomplish. 1. 准备阶段 a. 确定课题 b. 初步探索 c. 总体设计 二、研究课题的确定 （一）主题不宜过大 （二）初步探索 Exploratory Research 1. 查阅文献 Secondary Research 作用： a.避免重复，力求创新 b.为提出研究假设奠定基础 c.为制定研究方案提供参考 2. 实地考察 Primary Research 三、研究方案设计 研究方案的内容： 明确调查目的 明确调查范围、对象 确定抽样方法 确定收集资料和分析资料的方法 调查的组织分工 编制调查预算，做好物资准备 安排调查时间 问卷设计 问卷是社会调查的支柱, 十项社会调查中就有九项是采用问卷进行的 除了社会调查之外，问卷还应用于实验研究。 问卷调查涉及到问卷的设计和抽样设计 两部分。 问卷设计 问卷的基本结构 设计问卷的基本原则 问卷设计的主要步骤 问卷设计的具体方法 问卷设计的常见错误 问卷的基本结构 ×××调查问卷 封面信：…… 指导语：…… 问题及答案：…… 其他资料：…… 封面信 指导语 ……