中山大学吴柏林教授研究生课程“营销管理”绝密资料CH07.pptVIP

Decision Support Systems Marketing Research Chapter 8 Version 6e Decision Support Systems and Marketing Research Learning Objectives Learning Objectives (continued) Learning Objective Decision Support System DSS System Characteristics Database Marketing Learning Objective Marketing Research Roles of Marketing Research Roles of Marketing Research Management Uses of Marketing Research Improve the quality of decision making Trace problems Focus on keeping existing problems Understand the ever-changing marketplace Learning Objective The Marketing Research Process Marketing Research Secondary Data Sources of Secondary Data Advantages of Secondary Data Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data Disadvantages of Secondary Data May not be on target with the research problem Quality and accuracy of data may pose a problem The New Age of Secondary Information Search Enginesand Directories Sites of Interest toMarketing Researchers Discussion Groups Periodical, Newspaper, and Book Databases Basic Types of Directories Academic and Professional Directories Commercial Portals Research Design Planning the Research Design Primary Data Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained Disadvantages of Primary Data Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews Survey Research Forms of Survey Research Mall Intercept Interview Executive Interviews Focus Group Advantages of On-Line Focus Groups Speed Cost-effectiveness Broad geographic scope Accessibility Honesty Questionnaire Design Questionnaire Design Observation Research Observation Research Mystery Shoppers Experiment Sampling Procedure Probability Samples Nonprobability Samples Sampling Procedure Types of Samples Types of Erro