L5 市场调查.pptVIP

Lecture 4 Marketing information system research Learning Objectiveslecture 4 Marketing Research Define marketing research. List in order and explain the six steps in the marketing research process. Define marketing information system and its components The ethic concern in marketing research Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989 Characteristics of organisational buyer behaviour Organisation purpose Derived demand Concentrated purchasing Direct dealings - no intermediaries Specialist activities - learns about the product Multiple purchase influences - DMU - Decision making unit The Importance of Information Marketing Research The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment, in order to improve marketing effectiveness. Marketing Research Programs and Projects Marketing Research Program: A plan or program to investigate several marketing opportunities or problems (several projects). Marketing Research Project: An individual element of a marketing research program in which a specific marketing opportunity or problem is investigated. Information Needed to Make Good Marketing Decisions The Marketing Research Process Marketing Research ProcessStep 1. Defining the Problem Marketing Research Process Marketing Research ProcessStep 3. Gathering Data Sources of Secondary data Methods Techniques obtaining primary data Marketing Research Techniques Interviews face-to-face telephone postal questionnaire Attitude measurement cognitive component (know/believe about an act/object) affective component (feel about an act/object) conative component (behave towards an object or act) Like it scale strongly agree agree neither agree nor disagree disagree strongly disagree Semantic differenti