国外原版配套市场营销调研MarketingResearch.ppt

Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e ? 2006 Pearson Education Australia * Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e ? 2006 Pearson Education Australia * PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim PowerPoint to accompany 第一页，共四十页。 Chapter 3 Specifying the Marketing Research Process 第二页，共四十页。 Chapter Objectives After reading this chapter you should be able to: Appreciate that good research requires good thinking Understand that nothing is as practical as a good theory Show how a broad research approach is narrowed into specific market research questions Describe the processes the researcher carries out to understand the context and how to approach the market research problem 第三页，共四十页。 Chapter Objectives (continued) Understand the usefulness of hypotheses about the market research problem Appreciate the importance of clearly specifying the information needed and its relationship to the research objectives Demonstrate how to specify practical, measurable and achievable research objectives 第四页，共四十页。 Topic The approach to specifying the marketing research objectives Tasks involved in specifying the research objectives Choosing the best approach International marketing research Summary 第五页，共四十页。 The Approach to Specifying the Marketing Research Objectives To develop an effective and efficient research design the research must choose the basis on which to exam the problem This approach is the overall paradigm: An overall and fundamental basis on which a situation can be considered and analysed Confidence needed that it is a reasonable set of assumptions with which to guide the formulation of the research objectives and the research design methodology In consumer behaviour studies the basic paradigm could be that the behaviour is rational, conscious decision making and not based on random subconscious behaviour 第六页，共四十页。 The Approach to Specifying the Marketing Research Objectives Tasks the researcher may un