菲利普科特勒营销权威教程Lecture 4 Research.pptVIP

Part Two Developing marketing opportunities and strategies Lecture Four Marketing research At a glance Explain the importance of information to the company Define the marketing information system(MIS) and discuss its parts Outline the steps in the marketing research process Compare the methods of collecting information Defining market demand Market demand for a product or service total volume bought by defined consumer group defined geographical area defined time period defined marketing environment defined level and mix of industry marketing efforts Company demand Sale-response function company sales potential company sales forecast sales quota sales budget Forecasting future demand Three information bases What people say? survey of buyers’ intention composite of sales force opinion expert opinion What people do? test-market method What people have done? Time series analysis leading indicators statistical demand analysis * * marketing information system Target markets marketing channel competitors macroenvironmental forces Marketing Environment Analysis Planning Implementation Organization Control Marketing managers The marketing information system Internal records Marketing intelligence Information analysis Marketing research The marketing research process Defining the problem and research objectives Developing the research plan for collecting information Implementing the research plan- collecting and analyzing the data Interpreting and reporting the findings Mail questionnaires Telephone interviewing Focus group interviewing Contact methods Primary data Secondary data Type of data Exploratory Descriptive Causal Type of research Sampling unit Sample size Sampling procedure Sampling plan Observational research Survey research Checkout scanners Experimental research Research approach Planning primary data collection Market demand in the specified period Industry marketing expenditures Market demand as a function of industry marketing expenditures Marke