市场营销策略解析.pptxVIP

Exploring

MarketingResearch

WilliamG.Zikmund

;Information;TypesofResearch;;ExploratoryResearch DescriptiveResearch CausalResearch

(UnawareofProblem) (AwareofProblem) (ProblemClearlyDefined)

“Oursalesaredecliningand “Whatkindofpeoplearebuying “Willbuyerspurchasemoreof

wedon’tknowwhy.” ourproduct?Whobuysour ourproductsinanewpackage?

petitor’sproduct?”

“Wouldpeoplebeinterested “Whichoftwoadvertising

inournewproductidea?” “Whatfeaturesdobuyersprefer campaignsismoreeffective?”

inourproduct?”

;ExploratoryRes