第二节营销调研的程序.ppt

第二章　营销调研的规划 营销调研的流程； 定义问题与确立调研目标； 调研设计方案。 营销调研的程序 1 确定营销调研的必要性; 2 定义问题; 3 确立调研的目标; 4 确定调研设计方案; 5 确定信息的类型和来源; 6 确定收集资料的方法; 7 问卷设计; 8 确定抽样方案及样本容量; 9 收集资料; 10 资料分析; 11 撰写最终调研报告. 　　确定营销调研的必要性 　　　为了确定营销调研的必要性，所有机构都必须持续地监视其周围的环境（正规的市场营销信息系统、财务报表的反馈、经理的努力观察），不断地查找公司的营销组合与市场不一致的可能性。 不需要营销调研的情况 已获得所需信息； 没有足够的营销调研时间； 缺乏足够的资金； 成本超过营销调研所带来的收益。 　　　定义调研问题 　　要正确地确定调研问题，营销调研者必须扮演好侦探的角色。 营销经理和调研人员的区别 应该调研的情况 当市场上出现直接影响你产品任务的问题或变化时； 当营销调研有助于你选择营销活动以达到主要的销售目标时； 营销调研将有助于你获取竞争上的优势时； 营销调研将有助于你与市场保持一致时。 营销调研人员必须解决的问题 营销管理问题 (marketing management problem) 营销调研问题 (marketing research problem) Marketing management problem Two ways to define the MM PROBLEM If the symptoms of failure to achieve an objective are present, the marketing manager must select a course of action to regain the objective If the symptoms of the likelihood of achieving an objective are present, the manager must decide on how best to seize the opportunity. 定义问题的过程 评估公司、产品和市场的背景； 了解决策者的环境、目标和资源； 阐明问题的征兆； 确认产生问题的可能原因； 列出可能缓解问题的行动； 推测这些行动的预期结果； 确认经理对这些结果的假定； 评估现有信息的合适性。 Defining the Marketing Management Problem Defining the Marketing Management Problem 1 Assess the Background of the Company, Product,and Market Full sharing of background information between manager and researcher Manager should inform the researcher company’s history,organizational structure, ownership situation product, composition, features or benefits ,physical product pricing, distribution, and promotional activities consumer behavior, competitive players, 2 Understand the Decision Maker’s Circumstances, Objectives and resources The researcher gain a feel for the manager’s operating Circumstances The researcher should know the manager’s Objectives and his resources , such as assets, capital, personnel 3 Clarify the Symptoms of the Problem Symptoms are changes Continually monitor their changes Be care for Iceberg phenomenon Go to the Suspected causes 3 Clarify the Symptoms of the Problem 4 Pinpoint Suspected Causes of the Problem Cha