营销调研（第9版）英文版教材课件完整版电子教案.pptx

Marketing Research;Learning Objectives;What is Marketing?;Modern Marketing;What is the Marketing Concept?;What is a Marketing Strategy?;What is Marketing Research?;A M A Definition;Marketing or Market Research?;Marketing Research Function;Uses of Marketing Research;Identifying Market Opportunities and Problems;Generate, Refine and Evaluate Potential Marketing Actions;Monitor Marketing Performance;Improve Marketing as a Process;Marketing Research is Sometimes Wrong;The Marketing Information System;Components of an M IS;Marketing Research System;Copyright;Marketing Research;Learning Objectives;History: Earliest Known Studies;Growth of Marketing Research (1 of 2);Growth of Marketing Research (2 of 2);Who Conducts Marketing Research? (1 of 2);Who Conducts Marketing Research? (2 of 2);Table 2.1 The Top 10 Global Marketing Research Firms;Industry Structure;Table 2.2 Major Types of Marketing Research Services (1 of 2);Table 2.2 Major Types of Marketing Research Services (2 of 2);Industry Performance: Industry Revenues and Profits;Challenges Facing Marketing Research;Industry Initiatives;Improving Ethical Conduct;Copyright;Marketing Research;Learning Objectives;Figure 3.1 Steps in the Marketing Research Process;Where We Are;The Marketing Research Process: Caveats to a Step-By-Step Process;Step 1: Establish the Need for Marketing Research (1 of 3);Step 1: Establish the Need for Marketing Research (2 of 3);Step 1: Establish the Need for Marketing Research (3 of 3);Table 3.1 Research Is Not Always the Best Solution;Step 2: Define the Problem;Step 3: Establish Objectives;Step 4: Determine Research Design;Step 5: Identify Information Types and Sources;Step 6: Determine Methods of Accessing Data;Step 7: Design Data Collection Forms (1 of 2);Step 7: Design Data Collection Forms (2 of 2);Step 8: Determine Sample Plan and Size;Step 9: Collect Data;Step 10: Analyze Data;Step 11: Communicate the Insights;Defining the Problem;Figure 3.2 Process for Defining a Problem;The Research Objec