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Marketing:RealPeople,RealDecisionsAnalyzingtheBusinessEnvironmentChapter5LectureSlidesSolomon,Stuart,Carson,&SmithYournamehereCoursetitle

/numberDate1Marketing:RealPeople,RealDecisionsChapterLearningObjectivesWhenyouhavecompletedyourstudyofthischapter

,youshouldbeableto:•Describethemarketingresearchprocess.•Explainthedifferencesbetweenexploratory,problem-so

lving,andcausalresearch,anddescribesomeresearchtechniquesavailabletomarketers.•Dealwiththeissuesinvolvedinmakingsenseofresearchresults.•D

iscusshowmarketersimplementresearchresults2Marketing:RealPeople,RealDecisionsIntroductiontotheTopic•Thetopicofmarketingresearchisimportant

tomarketersbecauseofitsrelationshiptothemarketingconcept.•Marketingconcept:amanagementorientationtha

tfocusesonachievingorganizationalobjectivesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyin

gthem.•Marketingresearchisthemechanismbywhichmarketersfindoutwhatconsumersreallywant,sothattheycandevelopproductsorservicestos

atisfythoseneedsandwants.•Soitwouldhelpifweknewsomethingaboutthisprocess!3Marketing:RealPeople,RealDecisionsInformationforDecisionMaking•M

arketingresearch:theprocessofcollecting,analyzing,andinterpretingdataaboutcustomers,competitors,andt

hebusinessenvironmenttoimprovemarketingeffectiveness.•Wearetryingtoimprovetheeffectivenessofourmarketingdecisionmaking,andwecandothatbyge

ttingbetterinformation.•Marketingintelligence:informationaboutafirm’sexternalenvironment,whichallowsmarketerstomonitorcondi

tionsthataffectdemandforexistingproductsorcreatedemandfornewproducts.•Gatheringmarketingintelligenceisanongoingprocess,whereasma

rketingresearchreferstomoreobjective-drivenactivities.4Marketing:RealPeople,RealDecisionsTheMarketingResearchProcessSecondarydataFocusgroupsDe

pthinterviewsSurveyExperimentProblemdefinitionExploratoryresearchFormalresearchdesignObservation5Marketing:RealPeople,RealDecis

ionsTheMarketingResearchProcessProbabilityNon-probabilityConclusionandreportSamplingDatacollectionandanalysisDecisio

nmakingStorageforfuturedecisionmakingBacktoProblemdefinition6Marketing:RealPeople,RealDecisionsTheMarketingResearchProcess•Definingt

heproblemtobeinvestigatedisthefirststepinthemarketingresearchprocess.Definingtheproblemhasthreecomponents:–Specifyresearchobjec

tives–Identifyconsumerpopulation–Assessenvironmentalcontext•Findingoutwhatconsumersreallythinkaboutyou

rproductscanbeagoodresearchobjective,asdiscoveredbyMercedes-Benz.•Researchdesign:aplanthatspecifieswhatinformationmarketerswillcollectand

whattypeofstudytheywilldo.•Thefirstthingtodoistolookatwhathasbeendonealready,calledsecondaryresearch.7

Marketing:RealPeople,RealDecisionsTheMarketingResearchProcess(continued)•Exploratoryresearch:techniquethatmarketersusetogenera

teinsightsforfuture,morerigorousstudies,andtohelpdefinetheproblem.Thistypeofresearchproducesqualitativedata.•Exp

loratoryresearchcanincludesecondaryresearch,consumerinterviews,focusgroups,casestudies,andethnographies.•

Secondaryresearch:anexaminationofresearchalreadyconductedbyothers,andothersourcesofexternalinformation.•StatisticsCanada’sMarketResearchHand

bookisagoodsourceofinformation,asarebankwebsites,andmarketingresearchassociations.•Itisbettertofindoutwhatisava

ilablebeforedecidingtoconductone’sownresearch,tosavetimeandmoney.8Marketing:RealPeople,RealDecisionsTheMarketingResearchProcess(

continued)•Consumerinterviews:one-on-onediscussionsbetweenaconsumerandaresearcher.Theseinterviewscanb

emorein-depththantelephonesurveysandallowforprobingfurtherintosubjectareas.•Focusgroup:aproduct-orienteddiscussionconductedamon

gasmallgroupofconsumersledbyatrainedmoderator.•Focusgroupsareusedextensivelybytheadvertisingindustrytodevelopcommunicationsstrategyandtes

tideas.•Focusgroupsarefastwaystocollectinformationandbenefitfromthegroupatmosphere,however,theymustbeusedwithcautionasther

esultsarenotnecessarilyrepresentativeoftheoverallpopulationresearchersareinterestedin.9Marketing:RealPeople,RealDecisionsTheMarketingResearchProcess(

continued)•Projectivetechniques:teststhatmarketersusetoexplorepeople’sunderlyingfeelingsaboutaproduct,especiallyappropriatewhenconsumersareunableoru

nwillingtoexpresstheirtruereactions.•Thedifficultyinusingprojectivetechniquescomesininterpretingtheresults,whichi

sverysubjective.•Casestudy:acomprehensiveexaminationofaparticularfirmororganization.•Ethnography:adetailedreportonobservationso

fpeopleintheirownhomesorcommunities.10Marketing:RealPeople,RealDecisionsTheMarketingResearchProcess(continued)•Descriptiveresearch:aresearchto

olthatprobesmoresystematicallyintotheproblemandbasesitsconclusionsonlargenumbersofobservations.•Thepurposeisto

describeasituationorpopulationofinterestatonepointintime.•Cross-sectionaldesign:typeofdescriptivetechniquethatinvolvesthesystematiccollectionofqua

ntitativeinformationatonepointintime.•Longitudinaldesign:techniquesthattrackstheresponsesofthesamesampleofrespondentsovertime.•Sur

vey:aquestionnairethatasksparticipantsabouttheirbeliefsorbehaviorsviathetelephone,directmail,computer,orinperson.11Marketing:RealPeople,RealDe

cisionsTheMarketingResearchProcess(continued)•Observationalresearch:apassiveresearchtechniquewherethebehaviou

rofrespondentsareobservedandrecorded,eithermechanicallyorbyanobserver.Usefulinovercomingself-reportingbias,butdifficulttoknowwhypeopledothet

hingsthattheydo.•Causalresearch:techniquesthatattempttounderstandcause-and-effectrelationshipsbetweenconcepts.

•Alsoknownasexperiments,theseattempttomeasuretheeffectofmanipulatinganindependentvariableonthedependentvariable,whileatthesametimecontroll

ingfortheinfluenceofanyextraneousvariables.•Testmarketingisanexample.12Marketing:RealPeople,RealDecisionsAStandardExperimentalResearchDes

ign•Supposeyouhadanewcream(treatment)thatyoubelievedwouldgrowhaironabilliardball,andwantedtotestitout.•Theonlywaytoknowforsurethatitwasthecream

thatcausedthehairgrowthwouldbetocompareittotheamountofhairgrownbytwoothergroups.•‘Gottalovethatmiracledrugplac

ebo,itwillcureanything!MeasuretheconceptofinteresttodeterminethebaselineforcomparisonRandomlyassignparticipantstooneofthr

eegroupsfortheexperimentChooseasampleofpeoplefromthepopulationofinterestGroup1treatmentGroup2placeboGroup3noth

ingMeasuretheconceptofinterestagaintocomparechange13Marketing:RealPeople,RealDecisionsReliabilityandValidity•Reli

ability:theextenttowhichresearchmeasurementtechniquesarefreefromerrors.Reliabilityisameasureofconsistencyanditappliestothemeasure

mentinstrument.•Validity:theextenttowhichresearchactuallymeasureswhatitwasintendedtomeasure.Theresultsareeitheravalidmeasureoftheconc

eptofinterest,ortheyarenot.•Example:abathroomscalecanbeareliablemethodofdeterminingyourweight,however,yourweightisnotnecessarilyavalidin

dicatorofyourlevelofphysicalfitness.•Note:aresearchinstrumentcanbereliablebutnotvalid,butiftheresultsarevalid,

thentheyarebydefault,reliable.14Marketing:RealPeople,RealDecisionsSamplingandRepresentativeness•Sampling:th

eprocessofselectingrespondentswhostatisticallyrepresentalargerpopulationofinterest.Howasampleischosenwilldetermineho

wrepresentativetheyarelikelytobeoftheoverallpopulation.•Representativeness:theextenttowhichconsumersinastudyaresimilar

toalargergroupinwhichtheorganizationhasaninterest.•Randomsamplingisthebestmethodtousetoensurethisisachieved,althoughvariationsofthiscanalsobeeffe

ctive.•Ifthesampleisrepresentativeofthepopulationofthewhole,thenwecangeneralizetheresultstakenfromthesampletothatlargerp

opulation,otherwise,wecannot.15Marketing:RealPeople,RealDecisionsGatheringandUsingData•Primarydatacollection

istheprocessofgatheringdatayourselfforaspecificresearchproject,versussecondarydataalreadygatheredbysomeoneel

se.•Therearemanywaystogatheringdata,frompersonalinterviews,mailsurveys,observationalstudies,andevenlookinginthegarbage.•Singlesourcedata

:informationthatisintegratedfrommultiplesourcestomonitortheimpactofmarketingcommunicationsonaparticularcu

stomergroupovertime.•Thesesourcescanbecouponredemptions,salesrecords,scannerdataandloyaltyprograms.16Marketing:RealPeople,Real

DecisionsGatheringandUsingData(continued)•Datamining:sophisticatedanalysistechniquesthattakeadvantageofthemassiveamountofavailablet

ransactioninformation.•Fourimportantapplicationsofdatamining:–Customeracquisition–Customerretention–Customerabandonment–Marketbask

etanalysis•Marketinginformationsystem(MIS):proceduredevelopedbyafirmtocontinuouslygather,sort,analyze,store,anddistri

buterelevantandtimelymarketinginformationtoitsmanagers.•Scenarios:Possiblefuturesituationsthatfuturistsusetoassessthelikelyimpactofalternati

vemarketingstrategies.17Marketing:RealPeople,RealDecisionsFamousLastWords…•Marketingresearchisanimportantactivitybecauseofitsr

elationshiptothemarketingconcept.•Marketingresearchprovidesmanagerswiththeinformationtheyneedtomakebettermarketingdecisions

.•Atleastintheory!18谢谢23.7.1706:15:2206:1506:1523.7.1723.7.1706:1506:1523.7.1706:12023年7月17日星期一6时15分22秒