中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH03.pptVIP

 ExploringMarketing Research William G. Zikmund Chapter 3: The Marketing Research Process Exploring Marketing ResearchWilliam G. Zikmund Chapter 3: The Marketing Research Process Information Reduces uncertainty Helps focus decision making Types Of Research Exploratory Descriptive Causal Uncertainty Influences The Type Of Research Degree of Problem Definition Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected Descriptive Research Describes characteristics of a population or phenomenon Some understanding of the nature of the problem Descriptive Research Example Weight Watchers average customer Woman about 40 years old Household income of about $50,000 At least some college education Trying to juggle children and a job Descriptive Research Example Men’s fragrance market 1/3 size of women’s fragrance market But growing at a faster pace Women buy 80 % of men’s fragrances Causal Research Conducted to identify cause and effect relationships Identifying Causality A causal relationship is impossible to prove. Evidence of causality: 1. The appropriate causal order of events 2. Concomitant variation--two phenomena vary together 3. An absence of alternative plausible explanations Research Stages Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated Forward linkages Backward linkages Stages In The Research Process Problem Discovery and Problem Definition Research Design Sampling Data Gathering Data Processing and Analysis Conclusions And Report Problem Discovery And Definition First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem “The formulation of the problem is often more essential than its solution” Albert Einstein State the research questions and research objectives Hypothesis A statement that can be refuted by