市场营销研究2.pptVIP

Research Design 什么情况下需要调研？ 什么情况下调研有效？ 如何保证调研发挥作用？ Research Design 妥切性 进行此次研究是必需的吗？ 问题的解决需要收集哪些信息？市场研究能够收集到这些信息吗？ 与预期收益相比，此次研究所需的成本是经济的吗？ Research Design 数据质量 真实性 全面性 代表性 作业质量控制 Research Design 研究设计就是对决策所需信息的收集方法、途径和程序进行的科学规划。 三类传统方法 探测性调研 描述性调研 因果性调研 Research Design——Exploratory Research 探测性调研通常是非结构化的、非正式的研究，常用于获得有关问题的背景情况的信息。 当调研人员对问题所知不多，或需要了解更多的信息，或需要掌握新的最近的情况时，通常会进行探测性调研。 Research Design——Exploratory Research Exploratory research is used in a number of situations: To gain background information To define terms To clarify problems and hypotheses To establish research priorities 关于“陈静宇” Research Design——Exploratory Research A variety of methods are available to conduct exploratory research: Secondary Data Analysis二手数据分析 Case Analysis案例研究 Focus Groups焦点小组 Depth interview深度访谈 Projective Techniques投射技术 Research Design——Exploratory Research Primary data: information that is developed or gathered by the researcher specifically for the research project at hand Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand Research Design——Exploratory Research Evaluating Secondary Data What was the purpose of the study?收集目的 Who collected the information?收集人 What information was collected?信息内容 How was the information obtained?如何收集 How consistent is the information with other information?与其他相关信息的一致性 Sources and Use of Secondary Data Research Design——Descriptive Research Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how. Two basic classifications: Cross-sectional studies 横向研究 Longitudinal studies纵向研究 Research Design ——Descriptive Research Cross-sectional studies measure units from a sample of the population at only one point in time.在某一时点对总体中的样本进行调研测定 Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. Research Design ——Descriptive Re