Researchmethodology解读-PPT精品课件.pptVIP

Researchmethodologyoncampus.global1

LearningobjectivesBytheendofthelessonyoushouldbeableto:UnderstandresearchstrategiesanddesignDescribethedifferencebetweenprimaryandsecondaryresearchanddiscusstheadvantagesanddisadvantagesofeachDiscussthevariousmethodsavailableforcollectingresearchdataExplainthedifferencebetweenquantitativeandqualitativeresearchdata.Discussresearchapproachesandresearchphilosophies2

Theresearchonion

Theactionresearchspiral

PrimaryresearchorFieldresearchPrimaryresearchinvolvesgettingoriginaldatadirectlyabouttheproductandmarket.Primaryresearchdataisdatathatdidnotexistbefore.Itisdesignedtoanswerspecificquestionsofinteresttothebusiness.Mostprimaryresearchiscollectedusing:-Questionnaires–multiplechoice,closedquestions.PersonalinterviewsPostalsurveysObservationsFocusgroupTestmarketing5

SecondaryresearchorDeskresearchThisisdatawhichisalreadyinexistence.Itmaycompriseofexistingbusinessdocumentsorotherpublications.Businessdocumentsthatabusinessmayuseforsecondarymarketresearchinclude:Mintelreports–marketresearchagencySalesfiguresInformationfromcompetitorsGovernmentpublications–statisticswebsiteNewspapersInternetTradejournals6

Formsofsecondarydata7

StrengthsofPrimaryresearchThemainadvantagesofprimaryresearchanddataarethatitis:Uptodate.Specifictothepurpose–asksthequestionsthebusinesswantsanswersto.Collectsdatawhichnootherbusinesswillhaveaccessto(theresultsareconfidential).Inthecaseofonlinesurveysandtelephoneinterviews,thedatacanbeobtainedquitequickly(thinkabouthowquicklypoliticalopinionpollscomeout).8

大家有疑问的，可以询问和交流可以互相讨论下，但要小声点9

大家有疑问的，可以询问和交流可以互相讨论下，但要小声点10

WeaknessesofPrimaryresearchThemaindisadvantagesofprimaryresearcharethatit:Canbedifficulttocollectand/ortakealongtimetocollect.Isexpensivetocollect.Mayprovidem