世界行销讲座之经营环境分析.pptVIP

Famous Last Words… Marketing research is an important activity because of its relationship to the marketing concept. Marketing research provides managers with the information they need to make better marketing decisions. At least in theory! * 第十八页，共二十页。 谢 谢 ******* ***** * 第十九页，共二十页。 内容总结 Analyzing the Business Environment。18。8月-2216:19:1616:1916:198月-228月-2216:19。16:1916:19:168月-228月-2216:19:16。2022/8/1 星期一 16:19:16 第二十页，共二十页。 / marketing concept p5 http://www.dnb.ca/marketspectrum marketing research p122 marketing intelligence p122 / This slide did not come from this text, but rather from a book on introduction to business research. defining the problem p123 research design p124 http://www.mercedes-benz.ca/ exploratory research p125 secondary research p125 http://www.tdbank.ca/tdeconomics / /cs/quest/ http://www.statcan.ca/ consumer interviews p126 focus group p128 /library/grp_skll/focusgrp/focusgrp.htm projective techniques p127 case study p127 ethnography p127 descriptive research p128 cross-sectional design p128 longitudinal design p129 survey p129 / observational research p130 causal research p132 experiments p132 /services/custom/p06.htm standard experimental research design Marketing: Real People, Real Decisions Marketing: Real People, Real Decisions Analyzing the Business Environment Chapter 5 Lecture Slides Solomon, Stuart, Carson, Smith Your name here Course title/number Date * 第一页，共二十页。 Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: Describe the marketing research process. Explain the differences between exploratory, problem-solving, and causal research, and describe some research techniques available to marketers. Deal with the issues involved in making sense of research results. Discuss how marketers implement research results * 第二页，共二十页。 Introduction to the Topic The topic of marketing research is important to marketers because of its relationship to the marketing concept. Marke