Slide 1 - 华东师范大学中澳班.ppt

Chapter 4Market research and information systems Chapter Objectives Understand the role of market research in the marketing process Apply the market research process Explain the funnel-based approach to data collection Employ the appropriate method of gathering data to address the research problem Chapter Objectives Employ ethical market research practices Explain how international considerations impact the market research process The importance of market research Market research is the: Systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Market research at Virgin Blue The importance of market research The importance of market research The benefits of market research There are many benefits to conducting market research: Helps firms stay in touch with customers’ changing attitudes and purchase patterns Aids in the development of marketing mixes Assists in better understanding market opportunities Helps determine the feasibility of a particular marketing strategy Will Surf City Squeeze succeed in the Australian market? What are the key issues that should be researched? Why has Stuck on You used market research? The five steps of the market research process 1. Locating and defining research problems Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation Normally follows departures from normal or expected marketing results Focuses on identifying and defining potential market opportunities Marketers and researchers must define the nature and scope, and probe below the superficial symptoms 2. Designing the research project Research Design is the overall plan for obtaining the information needed to address a research problem or issue. This step includes formulating a hypothesis. Hypothesis A tentative explanation for an observation, phenomenon or scientific problem tha