【国外原版配套PPT 市场营销调研】Marketing Research Ch03.ppt

PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim Chapter 3 Specifying the Marketing Research Process Chapter Objectives After reading this chapter you should be able to: Appreciate that good research requires good thinking Understand that nothing is as practical as a good theory Show how a broad research approach is narrowed into specific market research questions Describe the processes the researcher carries out to understand the context and how to approach the market research problem Chapter Objectives (continued) Understand the usefulness of hypotheses about the market research problem Appreciate the importance of clearly specifying the information needed and its relationship to the research objectives Demonstrate how to specify practical, measurable and achievable research objectives Topic The approach to specifying the marketing research objectives Tasks involved in specifying the research objectives Choosing the best approach International marketing research Summary The Approach to Specifying the Marketing Research Objectives To develop an effective and efficient research design the research must choose the basis on which to exam the problem This approach is the overall paradigm: An overall and fundamental basis on which a situation can be considered and analysed Confidence needed that it is a reasonable set of assumptions with which to guide the formulation of the research objectives and the research design methodology The Approach to Specifying the Marketing Research Objectives Tasks the researcher may undertake: Establish objectives and theoretical framework Develop conceptual and analytical models Set the research questions Specify appropriate hypotheses The Approach to Specifying the Marketing Research Objectives In the process of developing a conceptual approach and paradigm there are four important outputs for the research design: List of research questions Specification of the necessary information Project scope Researc