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EssentialsofMarketingResearchJackyPengChapter3:TheMarketingResearchProcessInformation•Reducesuncertainty•Helpsfocusdecisionmakin

gTypesOfResearch•Exploratory•Descriptive•CausalCOMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSALORDESCRIPTIVEEXPLORATORYUn

certaintyInfluencesTheTypeOfResearchExploratoryResearchDescriptiveResearchCausalResearch(UnawareofProblem)(AwareofPr

oblem)(ProblemClearlyDefined)“Oursalesaredecliningand“Whatkindofpeoplearebuying“Willbuyerspurchasemoreofwedon’tknowwhy.”ourproduct?Whobuysourourprod

uctsinanewpackage?competitor’sproduct?”“Wouldpeoplebeinterested“Whichoftwoadvertisinginournewproductidea?”

“Whatfeaturesdobuyersprefercampaignsismoreeffective?”inourproduct?”DegreeofProblemDefinitionExplorato

ryResearch•Initialresearchconductedtoclarifyanddefinethenatureofaproblem•Doesnotprovideconclusiveevidence•SubsequentresearchexpectedDescriptiveResear

ch•Describescharacteristicsofapopulationorphenomenon•SomeunderstandingofthenatureoftheproblemIkeepsixhonestservingmen,(theytaughtmeallIknew),theirnam

esare--RudyardKiplingwhat,andwhy,andwhen,andhow,andwhereandwho.”8DescriptiveResearchExample•WeightWatchersaveragecustomer•Womanabout40yearsold•Hou

seholdincomeofabout$50,000•Atleastsomecollegeeducation•TryingtojugglechildrenandajobDescriptiveResearchExample•Men’sfragrance

market•1/3sizeofwomen’sfragrancemarket•Butgrowingatafasterpace•Womenbuy80%ofmen’sfragrancesCausalResearch•Conductedtoidentifycauseandeffectrelatio

nshipsIdentifyingCausality•Acausalrelationshipisimpossibletoprove.•Evidenceofcausality:–1.Theappropriatecausalorderofevents–2.Concomitan

tvariation--twophenomenavarytogether–3.AnabsenceofalternativeplausibleexplanationsStagesoftheResearchProcessPr

oblemDiscoveryandDefinitionResearchDesignSamplingDataGatheringDataProcessingandAnalysisConclusionsandReportDiscoveryandDefinitionandsoonResearc

hStages•Cyclicalprocess-conclusionsgeneratenewideas•Stagescanoverlapchronologically•Stagesarefunctionallyinterrelated–Forwar

dlinkages–BackwardlinkagesProblemdiscoveryProblemdefinition(statementofresearchobjectives)Secondary(historical)dataExperiencesu

rveyPilotstudyCasestudySelectionofexploratoryresearchtechniqueSelectionofbasicresearchmethodExperimentSurveyObservationSecondaryDataStudyLa

boratoryFieldInterviewQuestionnaireSelectionofexploratoryresearchtechniqueSamplingProbabilityNonprobabilityCollectionofdata(

fieldwork)EditingandcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnalysisConclusionsandReportRe

searchDesignProblemDiscoveryandDefinitionTheMarketingResearchProcessProblemDiscoveryExploratoryResearchSelectionoftheBasicResearchMethod

SelectionofSampleDesignCollectionoftheDataTheResearchProcess(cont.)EditingandCodingDataProcessingInterpretationoftheFindingsReportStagesInTheResea

rchProcess•ProblemDiscoveryandProblemDefinition•ResearchDesign•Sampling•DataGathering•DataProcessingandAnalysi

s•ConclusionsAndReportProblemDiscoveryAndDefinition•Firststep•Problem,opportunity,ormonitoroperations•Discoverybeforedefiniti

on•Problemmeansmanagementproblem“Theformulationoftheproblemisoftenmoreessentialthanitssolution”AlbertEinsteinSymptomDetectionProblem

DefinitionStatementofResearchObjectivesAnalysisoftheSituationExploratoryResearch(Optional)STAGE1:DefiningtheProblemRe

sultsinClearCutResearchObjectivesAscertainthedecisionmaker’sobjectives.Understandthebackgroundoftheproblem.Isolateandidentifytheproblems,notthes

ymptoms.DeterminetheunitofanalysisDeterminetherelevantvariablesStatetheresearchquestionsandresearchobjectives.ThePro

cessofProblemDefinitionAscertaintheDecisionMaker’sObjectives23UnderstandtheBackgroundoftheProblem24Is

olateandIdentifytheProblems,NottheSymptoms25TheIcebergPrinciple26ProblemDefinitionOrganizationSymptomsBased

onSymptomTrueProblemTwenty-year-oldneighborhoodswimmingassociationinamajorcity.Membershiphasbeendecliningfory

ears.Newwaterparkwithwavepoolandwaterslidesmovedintotownafewyearsago.Neighborhoodresidentsprefertheexpensivewaterparkandhavenegativeimageofswim

mingpool.Demographicchanges:Childreninthis20-year-oldneighborhoodhavegrownup.Olderresidentsnolongerswim

anywhere.DeterminetheUnitofAnalysis•Individuals,households,organizations,etc.•Inmanystudies,thefamilyratherthantheindividu

alistheappropriateunitofanalysis.28DeterminetheRelevantVariable•Anythingthatmayassumedifferentnumericalvalues29TypesofVariables•Categoric

al•Continuous•Dependent•IndependentHypothesis•Anunprovenproposition•Apossiblesolutiontoaproblem•GuessStat

etheresearchquestionsandresearchobjectives32Ifyoudonotknowwhereyouaregoing,anyroadwilltakeyouthere.ExploratoryResearchTechniques•Secondary

data(historicaldata)•Pilotstudy•ExperiencesurveyFocusGroupInterviewExperienceSurvey“Ifyouwishtoknowtheroadupthemountain,youmustaskthe

manwhogoesbackandforthonit.”--Zenrinkusi37Specificobjective-2Specificobjective-3Specificobjective-1Statemento

fmarketingproblemBroadresearchobjectivesResearchdesignResultsExploratoryresearch(optional)ResearchDesign•Master

Plan•FrameworkForAction•SpecifiesMethodsAndProceduresBasicResearchMethods•Surveys•Experiments•Secondarydata•ObservationSampling•Subset

ofpopulation•Whoistobesampled•Howlargeasample•HowwillsampleunitsbeselectedDataGatheringStageDataProcessingandAnalysisConclusionsAndRepo

rtWritingResearchProposal•Awrittenstatementoftheresearchdesignthatincludesastatementexplainingthepurposeofthestudy.•Deta

iledoutlineofproceduresassociatedwithaparticularmethodologyResearchProgramStrategy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