MR_training_市场调研培训.ppt

Prepared by Tao WU February 2005 What Is Market Research? What are the Areas of Market Research? What Are steps of Market Research? What Are the Impact of Market Research on Decisionmaking? What Are the Methods of Data Collection? A Few Words about Sampling Establish INCLUSION and EXCLUSION criteria. Who is eligible? What Are the Elements of Data Analysis? Data processing Coding Data entry Optical scanning Tabulation of results Frequencies Cross-tabulations Graphical representation Line charts Pie charts Bar charts Descriptive statistics Mean, Median, Mode Dispersion Hypothesis testing T-tests, Z-tests Multivariate Analysis Regression Discriminant analysis Cluster analysis Factor analysis Conjoint Perceptual mapping Some Rules about Reporting Case Study Thank You! * Market Research Theories and Practice: A Training Class for Asia Base A/S I. THE DEFINITION OF MARKETING RESEARCH-BUSH AND BURNS (1995) The process of: (information which may be used to solve a specific problem) designing gathering analyzing reporting II. THE AMERICAN MARKETIONG ASSOCIATION DEFINITION OF MARKETING RESEARCH The function which links the consumer, customer, and public to the marketer decision maker through information used to: identify and define marketing opportunities and problems generate, refine, and evaluate marketing actions monitor marketing performance improve understanding of marketing as a process The Definitions of Market Research The Market: Market size, market classification, market penetration, market share, market dynamics, market forecast Marketing: Brand – Brand awareness, brand image, brand positioning, brand value Advertising/promotion – Copy test, ad/promotion effectiveness, media channel selection Product – Product testing, packaging test, product positioning Price – Price acceptance, pricing strategy, sales simulation Channel – Distribution channel structure