市場(chǎng)營(yíng)銷副本PPT學(xué)習(xí)教案

1、市場(chǎng)營(yíng)銷副本市場(chǎng)營(yíng)銷副本第1頁(yè)/共54頁(yè)第2頁(yè)/共54頁(yè)第3頁(yè)/共54頁(yè)第4頁(yè)/共54頁(yè)Marketing Information & Customer Marketing Information & Customer InsightsInsights第5頁(yè)/共54頁(yè)Customer InsightsMarketing Information & Customer Marketing Information & Customer InsightsInsights第6頁(yè)/共54頁(yè)第7頁(yè)/共54頁(yè)第8頁(yè)/共54頁(yè)第9頁(yè)/共54頁(yè)第10頁(yè)/共54頁(yè)ExamplesTechnologyData Poi

2、nt-of-sale transactions銷售點(diǎn)交易記錄銷售點(diǎn)交易記錄Database, Database Management System (DBMS) InformationSales Revenue( (銷售收入銷售收入) )Sales Volume( (銷售量銷售量) )Database, DBMSData WarehousingKnowledgePurchasing Patterns( (采購(gòu)模式采購(gòu)模式),), etc.Data Warehousing, Data Mining第11頁(yè)/共54頁(yè)Assessing information needs評(píng)估信息需求Developi

3、ng needed information開發(fā)所需信息Distributing & using information分析和運(yùn)用營(yíng)銷信息Analyzing needed information分析所需信息Developing Marketing InformationDeveloping Marketing InformationSteps in the Marketing Research Process市場(chǎng)調(diào)查步驟第12頁(yè)/共54頁(yè)第13頁(yè)/共54頁(yè)第14頁(yè)/共54頁(yè)Users NeedsMIS Offerings第15頁(yè)/共54頁(yè)第16頁(yè)/共54頁(yè)Internal dataMarketi

4、ng intelligenceMarketing research第17頁(yè)/共54頁(yè)( (聯(lián)機(jī)分析處理聯(lián)機(jī)分析處理).).lNot meant for current, live data. 第18頁(yè)/共54頁(yè)第19頁(yè)/共54頁(yè)Internal dataMarketing intelligenceMarketing research第20頁(yè)/共54頁(yè)第21頁(yè)/共54頁(yè)第22頁(yè)/共54頁(yè)第23頁(yè)/共54頁(yè)Internal dataMarketing intelligenceMarketing research第24頁(yè)/共54頁(yè)Defining the problem and research o

5、bjectives確定問(wèn)題和調(diào)研目標(biāo)Developing the research plan for collecting information制定調(diào)研計(jì)劃Implementing the research plan執(zhí)行調(diào)研計(jì)劃Interpreting and reporting the findings解釋和報(bào)告調(diào)研結(jié)果第25頁(yè)/共54頁(yè)needs, refine ideas before developing any hypothesis!第26頁(yè)/共54頁(yè)第27頁(yè)/共54頁(yè)第28頁(yè)/共54頁(yè)第29頁(yè)/共54頁(yè)AdvantagesCostSpeedCould not get data o

6、therwiseDisadvantagesCurrentRelevantAccuracyImpartial第30頁(yè)/共54頁(yè)第31頁(yè)/共54頁(yè)P(yáng)lanning Primary Data CollectionResearch approachesContact methodsSampling planResearch instruments第32頁(yè)/共54頁(yè)Research Approaches調(diào)研方法調(diào)研方法Contact Methods接觸方法接觸方法Sampling Plan抽樣計(jì)劃抽樣計(jì)劃Research Instruments調(diào)研工具調(diào)研工具Observations觀察法Mail 郵寄

7、Sampling unit抽樣單位Questionnaire 問(wèn)卷Survey 調(diào)查法Telephone 電話Sample size抽樣規(guī)模Mechanical instruments儀器Experiment實(shí)驗(yàn)法 Personal個(gè)人Sampling procedure抽樣程序Online 網(wǎng)絡(luò)第33頁(yè)/共54頁(yè)their natural environment第34頁(yè)/共54頁(yè)第35頁(yè)/共54頁(yè)第36頁(yè)/共54頁(yè)第37頁(yè)/共54頁(yè)Online marketing researchInternet surveysOnline panelsOnline experimentsClick-str

8、eam dataOnline focus groups第38頁(yè)/共54頁(yè)Advantages Low cost Speed Higher response rates Good for hard to reach groups第39頁(yè)/共54頁(yè)Mail Telephone Personal Online Flexibility Poor Good Excellent Good Quantity of data that can be collectedGood Fair Excellent Good Control of interviewer effectsExcellent Fair Po

9、or Fair Control of sampleFair Excellent Fair Poor Speed of data collectionPoor Excellent Good Excellent Response rateFair Good Good Good Cost Good Fair Poor Excellent 第40頁(yè)/共54頁(yè)lHow should the people be chosen?抽樣過(guò)程抽樣過(guò)程第41頁(yè)/共54頁(yè)P(yáng)robability Sample 概率抽樣概率抽樣Simple random sample簡(jiǎn)單隨機(jī)抽樣Every member of the p

10、opulation has a known and equal chance of selection. Stratified random sample分層隨機(jī)抽樣The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group. Cluster (area) sample分群（地區(qū)）隨機(jī)抽樣The population is divided into mutually exclusive groups (suc

11、h as blocks), and the researcher draws a sample of the groups to interview. Nonprobability Sample 非概率抽樣非概率抽樣Convenience sample任意抽樣The researcher selects the easiest population members from which to obtain information. Judgment sample判定抽樣The researcher uses his/her judgment to select population membe

12、rs who are good prospects for accurate information. The researcher finds and interviews a prescribed number of people in each of several categories.第42頁(yè)/共54頁(yè)Questionnaires Most common Administered in person, by phone, or online Flexible Research must be careful with wording and ordering of questions第43頁(yè)/共54頁(yè)lUseful in exploratory research第44頁(yè)/共54頁(yè)Management problemResearch objectivesInformation neededHow the results will help management decisionsBudget第45頁(yè)/共54頁(yè)第46頁(yè)/共54頁(yè)statistical techniques. 第47頁(yè)/共54頁(yè)第48頁(yè)/共54頁(yè)第49頁(yè)/共54