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EssentialsofMarketingResearchJackyPengChapter3:TheMarketingResearchProcessInformation•Reducesuncertainty•Helpsfo

cusdecisionmakingTypesOfResearch•Exploratory•Descriptive•CausalCOMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSALORDESCRIPTIVEEXPLORAT

ORYUncertaintyInfluencesTheTypeOfResearchExploratoryResearchDescriptiveResearchCausalResearch(UnawareofProblem)(Awareo

fProblem)(ProblemClearlyDefined)“Oursalesaredecliningand“Whatkindofpeoplearebuying“Willbuyerspurchas

emoreofwedon’tknowwhy.”ourproduct?Whobuysourourproductsinanewpackage?competitor’sproduct?”“Wouldpeoplebeinterested“Whichoftwoadvertisinginournewprodu

ctidea?”“Whatfeaturesdobuyersprefercampaignsismoreeffective?”inourproduct?”DegreeofProblemDefinitionExploratoryResearch•Ini

tialresearchconductedtoclarifyanddefinethenatureofaproblem•Doesnotprovideconclusiveevidence•Subsequentresearche

xpectedDescriptiveResearch•Describescharacteristicsofapopulationorphenomenon•SomeunderstandingofthenatureoftheproblemIkeepsixhonestservingmen,(the

ytaughtmeallIknew),theirnamesare--RudyardKiplingwhat,andwhy,andwhen,andhow,andwhereandwho.”8DescriptiveResearchExample

•WeightWatchersaveragecustomer•Womanabout40yearsold•Householdincomeofabout$50,000•Atleastsomecollegeeducation•TryingtojugglechildrenandajobDesc

riptiveResearchExample•Men’sfragrancemarket•1/3sizeofwomen’sfragrancemarket•Butgrowingatafasterpace•Womenbuy80%ofmen’sfragrancesCausalResear

ch•ConductedtoidentifycauseandeffectrelationshipsIdentifyingCausality•Acausalrelationshipisimpossibletoprove.•Eviden

ceofcausality:–1.Theappropriatecausalorderofevents–2.Concomitantvariation--twophenomenavarytogether–3.Anabsenceofalternativepla

usibleexplanationsStagesoftheResearchProcessProblemDiscoveryandDefinitionResearchDesignSamplingDataGatheringDataProcessingandAnalysisConclusionsan

dReportDiscoveryandDefinitionandsoonResearchStages•Cyclicalprocess-conclusionsgeneratenewideas•Stagescanoverlapchronologically•Stagesarefunctionally

interrelated–Forwardlinkages–BackwardlinkagesProblemdiscoveryProblemdefinition(statementofresearchobjectives)Secon

dary(historical)dataExperiencesurveyPilotstudyCasestudySelectionofexploratoryresearchtechniqueSelectionofbasicresearchmethodExperimentSurveyObse

rvationSecondaryDataStudyLaboratoryFieldInterviewQuestionnaireSelectionofexploratoryresearchtechniqueSamplingProbabilityNonprob

abilityCollectionofdata(fieldwork)EditingandcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataP

rocessingandAnalysisConclusionsandReportResearchDesignProblemDiscoveryandDefinitionTheMarketingResearchProcessProblemDis

coveryExploratoryResearchSelectionoftheBasicResearchMethodSelectionofSampleDesignCollectionoftheDataTheResearchProcess(cont.)Editin

gandCodingDataProcessingInterpretationoftheFindingsReportStagesInTheResearchProcess•ProblemDiscoveryandProblemDefinition•ResearchDesign•Samp

ling•DataGathering•DataProcessingandAnalysis•ConclusionsAndReportProblemDiscoveryAndDefinition•Firststep•Problem,opportunity,ormonitoroperati

ons•Discoverybeforedefinition•Problemmeansmanagementproblem“Theformulationoftheproblemisoftenmoreessentialthanitssolution”AlbertEinsteinSymptom

DetectionProblemDefinitionStatementofResearchObjectivesAnalysisoftheSituationExploratoryResearch(Optional)STAGE1:Defini

ngtheProblemResultsinClearCutResearchObjectivesAscertainthedecisionmaker’sobjectives.Understandthebackgroundoftheproblem.Isolateandidentifyth

eproblems,notthesymptoms.DeterminetheunitofanalysisDeterminetherelevantvariablesStatetheresearchquestionsandresearchobjectives.TheProcessofProb

lemDefinitionAscertaintheDecisionMaker’sObjectives23UnderstandtheBackgroundoftheProblem24IsolateandIdentifytheProblems,NottheSymp

toms25TheIcebergPrinciple26ProblemDefinitionOrganizationSymptomsBasedonSymptomTrueProblemTwenty-year-oldneighborhoodswimmingassociationinamajorcity

.Membershiphasbeendecliningforyears.Newwaterparkwithwavepoolandwaterslidesmovedintotownafewyearsago.Neighborhoodresidentsprefertheexpe

nsivewaterparkandhavenegativeimageofswimmingpool.Demographicchanges:Childreninthis20-year-oldneighborhoodhavegrownup.Olderresident

snolongerswimanywhere.DeterminetheUnitofAnalysis•Individuals,households,organizations,etc.•Inmanystudi

es,thefamilyratherthantheindividualistheappropriateunitofanalysis.28DeterminetheRelevantVariable•Anythingthatmayassumedifferentnumericalvalue

s29TypesofVariables•Categorical•Continuous•Dependent•IndependentHypothesis•Anunprovenproposition•Apossiblesolutiontoaprobl

em•GuessStatetheresearchquestionsandresearchobjectives32Ifyoudonotknowwhereyouaregoing,anyroadwilltakeyouthere.Explorator

yResearchTechniques•Secondarydata(historicaldata)•Pilotstudy•ExperiencesurveyFocusGroupInterviewExperienceSurvey“Ifyouwishtoknow

theroadupthemountain,youmustaskthemanwhogoesbackandforthonit.”--Zenrinkusi37Specificobjective-2Specificobje

ctive-3Specificobjective-1StatementofmarketingproblemBroadresearchobjectivesResearchdesignResultsExplor

atoryresearch(optional)ResearchDesign•MasterPlan•FrameworkForAction•SpecifiesMethodsAndProceduresBasicR

esearchMethods•Surveys•Experiments•Secondarydata•ObservationSampling•Subsetofpopulation•Whoistobesampled•Howlargeasample•Howwillsample

unitsbeselectedDataGatheringStageDataProcessingandAnalysisConclusionsAndReportWritingResearchProposal•Awrittenstatementoftheresearchde

signthatincludesastatementexplainingthepurposeofthestudy.•DetailedoutlineofproceduresassociatedwithaparticularmethodologyResea

rchProgramStrategy谢谢23.7.1707:07:3207:0707:0723.7.1723.7.1707:0707:0723.7.1707:02023年7月17日星期一7时7分32秒