市场营销学（第3版）杜鲁弗·格雷瓦尔-Chap009.pptVIP

Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Glossary 9-* Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Glossary 9-* A survey is a systematic means of collecting information from people that generally uses a questionnaire. Glossary 9-* Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Glossary 9-* * Chapter 9 – Marketing Research These are the learning objectives for this chapter. * * Answers to some research questions are readily accessible, as a simple data search would show. * To determine whether to conduct research, two questions must be addressed: What? How? * In this step, researchers identify the type of data needed and determine the type of research necessary to collect it. * After answering why and how, researchers must determine where they can find the data. Discuss how the types of data required determine the methods used to collect them. If you can connect to your college library – look at some of the data sources at your own school. Dabases like mintel, tablebase, ABI inform and Business Source Premier are excellent sources of data. Group activity: As a group, tackle a problem for a company (e.g., local retailer who appears to be losing customers), For this problem, list several research questions that secondary data can answer. Then list several questions that require primary data. * Secondary data are plentiful and free, whereas syndicated data generally are more detailed but can be very costly. Ask students: Why might firms subscribe to a data service and collect their own primary and secondary data at the same time? * Every day, consumers provide wide-ranging data that get stored in increasingly large databases. Ask students: How might firms and organ