marketingresearch市场调研总复习.pdf

Research process 1. Clearly define the client ’ s problem the overall objective– or purpose for doing the research –and obtain the client ’ s agreement to the definition. 2. Define the research problem- the over tasks of the research Problem: Management decision problem Marketing research problem 第二讲 市场调研过程 管理决策问题与营销研究问题 管理决策问题 营销研究问题 针对提议的新产品确定消费者偏 是否应该引进新产品？ 好和购买倾向 调整现有产品 推出新产品 如何夺回市场份额？ 改变现有产品组合 细分标准 是否应该改变广告活动？ 确定现有广告效果 按竞争对手降价的程度降价 维持现有价格但增加广告投入 如何应对竞争对手的率先降价？ 稍许降价适当增加广告投入 不降价的同时推出低价品牌 谢绝拷贝 宋思根 3. Do some preliminary research – or at least some preliminary thinking – to improve your understanding of the situation 4. Write the reseach objectives 按调研功能分： ① Exploratory research Designed to throw light on a problem or the situation around it Secondary data The sources of secondary data inernal p118 4.1 external p119 4.2 ② Descriptive research Designed to provide a description of the situation I,Cross-sectional research ? Where information is collected once only from a sample of a populatio ? Typical market research survey, e.g. advertising recall survey II,Longitudinal research(panel tracking) Where the same sample is measured two or more times over a period -e.g. employee