市场调查方法(英文版)第一章.ppt

Chapter 1The Role of Marketing Research LEARNING OUTCOMES Explain why marketing research is essential to business success Define marketing research Identify the difference between applied and basic research Explain how marketing research is relevant to product, pricing, promotion, and distribution decisions Discuss how marketing research helps the firm develop and implement strategy Identify the situations that call for market research and those that don’t Describe how technology and internationalization are affecting the way research is conducted and used The Nature of Marketing Research Understanding the Value Equation Companies must produce bundles of benefits that consumers will view as valuable. Key questions: What do we sell? How do consumers view our company? What does our company/product mean? What does our company/product mean? Marketing research can help a company achieve the goal of creating valuable experiences for customers. The Nature of Marketing Research Marketing research is one of the principal tools for answering questions because it: Links the consumer, customer, and public to the market through information used to identify and define marketing Generates, refines, and evaluates marketing actions Monitors marketing performance Underlines the understanding of marketing as a process Marketing Research Marketing Research Defined The systematic and objective process of generating information for aid in making marketing decisions The process includes: Specifying what information is required Designing the method for collecting information Managing and implementing the collection of data Analyzing the results Communicating the findings and their implications Applied and Basic Marketing Research Applied Research Research conducted to address a specific marketing decision for a specific firm or organization. Basic Research Research conducted without a specific decision in mind that usually does not address the needs of a specific organization. Attempt