市场调查-marketing research.pptVIP

Marketing Research Group members： 点击添加文本 点击添加文本 点击添加文本 点击添加文本 contents The Marketing Research Process 1 Some cases in the business 2 点击添加文本 点击添加文本 点击添加文本 点击添加文本 1.Defining the problem and research objectives 2.Developing the research plan for collecting information 3.Implementing the research plan-collecting and analyzing the data 4.Interpreting and reporting the findings The Marketing Research Process 调查问题的不同类型 ★ Exploratory research（探索性研究）: Marketing research to gather preliminary information that will help to better define problems and suggest hypotheses for their solutions. ★Descriptive research（描述性研究）: Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of potential consumers. ★Causal research（因果关系研究）: Marketing research to test hypotheses about cause-and-effect relationships. Developing the Research Plan ◆Determining specific information needs ◆ Gathering secondary information -Secondary data（二手资料）: Information that already exists somewhere, having been collected for another purpose. Secondary data is good because it is cheap and easily obtained. -Primary data(原始资料）: Information collected for the specific purpose at hand. Primary date can be more expensive and spend much of time than secondary data. ◆ Planning primary data collection(next) ◆ Presenting the research plan Planning primary data collection(1)Research approaches Observational research（观察法）: The gathering of primary data by observing relevant people, actions, and situations. For example, researchers followed behind the customers to observe their requirements of size, color, price or something else in one specific product. Survey research（调查法): The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. Experimental research（实验法）: The gathering of primary data by selecting matched groups of subjects, giv