TheMarketingResearchProcess英文版的教程.pptx

TheMarketingResearchProcess英文版的教程 InformationReduces UncertaintyHelps focus decision making Types of ResearchExploratoryDescriptiveCausal COMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYUncertainty Influences the Type of Research Exploratory Research Descriptive Research Causal Research(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer caigns is more effective?” in our product?”Degree of Problem Definitionpossible situation Exploratory ResearchSecondary DataExperience SurveyPilot Studies Exploratory ResearchInitial research conducted to clarify and define the nature of a problemDoes not provide conclusive evidenceSubsequent research expected Descriptive ResearchDescribes characteristics of a population or phenomenonSome understanding of the nature of the problem “I keep six honest serving men, (they taught me all I knew), their names are--Rudyard Kiplingwhat,and why,and when,and how,and whereand who.” Descriptive Research ExleWeight Watchers average customer:Woman about 40 years oldHousehold income of about $50,000At least some college educationTrying to juggle children and a job Descriptive Research ExleMen’s fragrance market:1/3 size of women’s fragrance marketBut growing at a faster paceWomen buy 80 % of men’s fragrances Causal ResearchConducted to identify cause-and-effect relationships IDENTIFYING CAUSALITY A causal relationship is impossible to prove. Evidence of causality: 1. The appropriate causal order of events 2. Concomitant variation--two phenomena vary together 3. An absence of alternative plausible explanations Stages of the Research ProcessProblem Discoveryand DefinitionResearchDesignSlin