市场研究英文.pptxVIP

 Essentials ofMarketing Research Jacky Peng;Information;Types Of Research;;Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” ;Exploratory Research;Descriptive Research;I keep six honest serving men, (they taught me all I knew), their names are;Descriptive Research Example;Descriptive Research Example;Causal Research;Identifying Causality;Stages of the Research Process;Research Stages;Problem discovery;;;Stages In The Research Process;Problem Discovery And Definition;“The formulation of the problem is often more essential than its solution”;Symptom Detection;Ascertain the decision maker’s objectives.;Ascertain the Decision Maker’s Objectives;Understand the Background of the Problem;Isolate and Identify the Problems, Not the Symptoms;The Iceberg Principle; Problem Definition Organization Symptoms Based on Symptom True Problem;Determine the Unit of Analysis;Determine the Relevant Variable;Types of Variables;Hypothesis;State the research questions and research objectives;If you do not know where you are going,any road will take you there.;Exploratory Research Techniques;Focus Group Interview;Experience Survey;“If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi;Specific objective - 2 ;Research Design;Basic Research Methods;Sampling;Data Gathering Stage;Data Processing and Analysis;Conclusions And Report Writing;Research Proposal;Research Program Strategy;;谢 谢;9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。12