营销信息系统 中山大学市场营销 朱辉煌中文课件.pptVIP

市场学系朱辉煌  单元六 营销信息系统与营销调研 企业需要什么样的信息？ Companies need information about their: 营销环境信息 竞争信息 顾客需要信息 Managers don’t need more information, they need better（时效性和准确性） information. 什么是营销信息系统 (MIS)? 营销信息系统是指对营销决策者所需信息及时地、准确地进行收集、整理、分析、评估和分送转达的流程、设备和人员所组成的系统A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. The MIS 的功能: 评估信息需要, 挖掘需要信息, 传递所需信息. The Marketing Information System (MIS) Assessing Information Needs Distributing Information Discussion Connections What is the overall goal of a Marketing Information System (MIS)? How are individual components linked and what does each contribute? (See Figure 4.1, Slide #5) Apply the MIS framework to Coca-Cola. What does this company appear to be doing well? 营销调研程序 目标 第二步：制定调研计划 调研计划的制定步骤： Determining Specific Information Needs Gathering Secondary information Planning Primary Data Collection 资料的类型与要求 原始资料的收集 四种访问方法 抽样计划 调研手段 调研计划或建议书内容 Management problems addressed, Research objectives, Information to be obtained, Sources of secondary information, Methods for collecting primary data, Way the results will help management decision making. Cost 第三步：执行计划 第四步：解释并报告调研结果 营销调研应注意的其他问题 小结 Explain the importance of information to the company. Define the marketing information system and discuss its parts. Outline the steps in the marketing research process. Compare the advantages and disadvantages of various methods of collecting information. Discuss the special issues some marketing researchers face, including public policy and ethics issues. Demand measurement and forecast 邮寄 电话 个人访问 网络 灵活性 数据质量 访问员的影响 样本控制 数据收集速度 回答情况 成本 收集资料的四类问题 a.有些受访者可能不在家而需要再联络 b.有些可能拒绝合作 c.有些受访者会有偏见或提供不实的答案 d.调查者本身可能会有偏见或作假 收集资料 (3)研究方法：观察法、深度访谈法、调查法、行为资料分析法及实验法 (4)研究工具：问卷、机械工具 (5)抽样：抽样单位、样本大小、抽样程序 (6)接触方法：邮寄、电话、人员访问、线上访问 (7)书写计划 Who is to be surveyed? (What Sampling Unit?) How many should be surveyed? How should the sample be cho