第五章 市场营销调研..pptVIP

第五章 Contents 5.1 Marketing Research Marketing Research is the function which links the consumer, customers, and public to the marketer through information---information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. 5.1.1 The Marketing Research Process 7.1.1 The Marketing Research Process A research design is the blueprint for a study that guides the collection and analysis of data. Typical questions in this process: What is the purpose of the study? What information is needed? What methods need to be used? How should the resource be allocated? …… 5.1.1 The Marketing Research Process Data collection is the process to gather facts, opinions and attitudes through different methods. 5.1.1 The Marketing Research Process 5.1.1 The Marketing Research Process Data analysis often involves editing, coding and tabulating. The analysis techniques will be used in this process to discover some features and rules. 5.1.1 The Marketing Research Process The marketing researchers apply the findings to predict or make decisions. 5.2 Data Collection Methods 5.2 Data Collection Methods 1. Secondary data Secondary data is data that has already been collected by someone else for a different purpose to yours. 5.2 Data Collection Methods 5.2 Data Collection Methods / / / 《中国画报》 5.2 Data Collection Methods 2.Primary data Primary data is the data that is originated by the researcher who is doing the research. 5.2 Data Collection Methods 5.2 Data Collection Methods ◆Interviews 访问调查法又称询问法，是指调查人员根据事先设计好的调查项目以询问的方式向被调查者提出问题，要求被调查者给予回答，以获得信息资料的一种方法。 按照访问形式的不同，可以分为： 1.电话调查 2.面访调查 3.邮寄调查 5.2 Data Collection Methods ◆ Observation 观察法是指调查者到现场凭自己的视觉、听觉或借助摄录像器材，直接或间接观察和记录正在发生的市场行为或状况，以获得有关信息的一种实地调查法。 观察法在惠而浦公司中的应用 具有百年历史的全球家用电器领先品牌惠而浦（Whirlpool）家电集团创立于1907年，在日用电器行业，惠而浦的顾客忠诚已经经过了几十年的培养并且一代传给了一代。 为了巩固已经建立的市场份额，开发顾客未曾想到的需要，电器巨人惠而浦公司甚至开始聘用人类学家。人