第二章---定义市场营销研究问题与确定研究方法.pptxVIP

Chapter TwoDefining the Marketing Research Problem and Developing an Approach第二章 定义市场营销研究问题与确定研究方法;教学目的;Chapter Outline 学习内容;Chapter Outline章节大纲;Chapter Outline章节大纲;Chapter Outline章节大纲;Chain Restaurant Study连锁餐馆研究;Chain Restaurant Study连锁餐馆研究;Chain Restaurant Study连锁餐馆研究;Chain Restaurant Study;Chain Restaurant Study;The Problem Definition Process;The Problem Definition Process问题定义过程;Tasks Involved in Problem Definition相关工作 ;The Problem Audit问题审计;The Seven Cs of Interaction 互动7C;Factors to be Considered in the Environmental Context of the Problem 问题的环境背景中必须考虑的问题;Management Decision Problem Vs. Marketing Research Problem管理决策问题与营销研究问题;Proper Definition of the Research Problem营销研究问题的正确定义;Department Store Project百货商店项目;Department Store Project;Components of an Approach 研究框架的组成;研究框架的组成;The Role of Theory in Applied Marketing Research;The Role of Theory in Applied Marketing Research 理论在应用市场营销研究中的作用;Models模型;Graphical Models图示模型;Mathematical Models数学模型;Development of Research Questions and Hypotheses提出研究问题和假设;Research Questions and Hypotheses研究问题和假设 ;Department Store Project百货商店项目;Department Store Project百货商店项目;Department Store Project百货商店项目;Department Store Project;Department Store Project;Department Store Project;At United, Food Is Uniting the Airline with Travelers;The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers’ choice of an airline is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.;A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, airlines offer the same schedules, the same service, and the same fares.” Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution. ;Secon