第五章 市場營銷調(diào)研

第五章市場營銷調(diào)研Contents1.營銷調(diào)研2.數(shù)據(jù)搜集方法3.數(shù)據(jù)分析5.1MarketingResearchMarketingResearchisthefunctionwhichlinkstheconsumer,customers,andpublictothemarketerthroughinformation---informationusedtoidentifyanddefinemarketingopportunitiesandproblems;generate,refine,andevaluatemarketingactions;monitormarketingperformance;andimproveunderstandingofmarketingasaprocess.ApplyAnalyzeCollectCompanyPlanSubjectInformationObject5.1.1TheMarketingResearchProcessMarketingresearchdepartmentSpecializedmarketingresearchandconsultingfirmsGovernmentagenciesUniversities7.1.1TheMarketingResearchProcessAresearchdesignistheblueprintforastudythatguidesthecollectionandanalysisofdata.Typicalquestionsinthisprocess:Whatisthepurposeofthestudy?Whatinformationisneeded?Whatmethodsneedtobeused?Howshouldtheresourcebeallocated?……

Plan5.1.1TheMarketingResearchProcessDatacollectionistheprocesstogatherfacts,opinionsandattitudesthroughdifferentmethods.Collect5.1.1TheMarketingResearchProcessDatacollectionSecondarydatacollectionPrimarydatacollectionQualitativeresearchQuantitativeresearchFocusgroupsDepthinterviewsProjectivetechniqueInterviewsObservationExperimentDeskresearch5.1.1TheMarketingResearchProcessDataanalysisofteninvolvesediting,codingandtabulating.Theanalysistechniqueswillbeusedinthisprocesstodiscoversomefeaturesandrules.Analyze5.1.1TheMarketingResearchProcessThemarketingresearchersapplythefindingstopredictormakedecisions.Apply5.2DataCollectionMethodsSecondarydatacollectionPrimarydatacollectionQualitativeresearchQuantitativeresearchFocusgroupsDepthinterviewsProjectivetechniqueInterviewsObservationExperimentDeskresearchDatacollection5.2DataCollectionMethods1.SecondarydataSecondarydataisdatathathasalreadybeencollectedbysomeoneelseforadifferentpurposetoyours.AdvantagesTimeeconomyCosteconomyDisadvantagesFitAccuracy5.2DataCollectionMethodsSecondarydataInternaldataExternaldataBusinessdataFinancialdataStatisticdataOtherdataPublisheddataCommercialdataGovernmentpublicationsPeriodicalsandbooksAdvertisingManualExhibition5.2DataCollectionMethods///《中國畫報(bào)》5.2DataCollectionMethods2.PrimarydataPrimarydataisthedatathatisoriginatedbytheresearcherwhoisdoingtheresearch.5.2DataCollectionMethodsPrimarydatacollectionQualitativeresearchQuantitativeresearchFocusgroupsDepthinterviewsProjectivetechniqueInterviewsObservationExperiment5.2DataCollectionMethods◆Interviews訪問調(diào)查法又稱詢問法，是指調(diào)查人員根據(jù)事先設(shè)計(jì)好的調(diào)查項(xiàng)目以詢問的方式向被調(diào)查者提出問題，要求被調(diào)查者給予回答，以獲得信息資料的一種方法。按照訪問形式的不同，可以分為：1.電話調(diào)查2.面訪調(diào)查3.郵寄調(diào)查5.2DataCollectionMethods◆Observation觀察法是指調(diào)查者到現(xiàn)場憑自己的視覺、聽覺或借助攝錄像器材，直接或間接觀察和記錄正在發(fā)生的市場行為或狀況，以獲得有關(guān)信息的一種實(shí)地調(diào)查法。觀察法在惠而浦公司中的應(yīng)用具有百年歷史的全球家用電器領(lǐng)先品牌惠而浦（Whirlpool）家電集團(tuán)創(chuàng)立于1907年，在日用電器行業(yè)，惠而浦的顧客忠誠已經(jīng)經(jīng)過了幾十年的培養(yǎng)并且一代傳給了一代。為了鞏固已經(jīng)建立的市場份額，開發(fā)顧客未曾想到的需要，電器巨人惠而浦公司甚至開始聘用人類學(xué)家。人類學(xué)家走進(jìn)人們的家庭，觀察人們?nèi)绾问褂眉彝ビ镁?，并且與所有家庭成員進(jìn)行交談?；荻职l(fā)現(xiàn)在工作繁忙的家庭，并不是只有主婦在清洗衣物，了解到這些后，工程師們開始在洗衣機(jī)及烘干機(jī)上設(shè)計(jì)彩色的控制按鈕以方便兒童和男人進(jìn)行操作。觀察法在百貨商店顧客調(diào)查項(xiàng)目中的應(yīng)用在營銷研究中已經(jīng)創(chuàng)造性地應(yīng)用了痕跡分析方法◆一家博物館根據(jù)以更換頻率為指標(biāo)，根據(jù)瓷磚的選擇性磨損情況來確定展品的相對受歡迎程度；◆一頁紙上不同指紋的數(shù)目被用來衡量一本雜志中不同廣告的讀者人數(shù)；◆汽車中電臺(tái)調(diào)頻指針的位置被用來估計(jì)不同廣播電臺(tái)的聽眾份額,廣告商用估計(jì)的數(shù)字來決定在哪些電臺(tái)播放廣告；◆一個(gè)停車場內(nèi)的汽車的年齡和車況被用來評(píng)價(jià)顧客的富裕程度；◆人們?yōu)榇壬剖聵I(yè)捐贈(zèng)的雜志被用來確認(rèn)人們所喜愛的雜志；◆因特網(wǎng)的訪問者留下了蹤跡,可分析這些蹤跡以檢查瀏覽和使用行為。5.2DataCollectionMethods◆Experiment實(shí)驗(yàn)法是通過實(shí)驗(yàn)設(shè)計(jì)和觀測實(shí)驗(yàn)結(jié)果而獲取有關(guān)的信息。實(shí)驗(yàn)調(diào)查法起源于自然科學(xué)的實(shí)證法，它是指在給定的實(shí)驗(yàn)條件下，在一定范圍內(nèi)觀察經(jīng)濟(jì)現(xiàn)象中自變量與因變量之間的變化關(guān)系，并做出相應(yīng)的分析判斷，為預(yù)測和決策提供依據(jù)。一家日本咖啡店的老板發(fā)覺不同的顏色能使人產(chǎn)生不同的感覺，于是他做了一個(gè)實(shí)驗(yàn)。他請來30位試驗(yàn)者，請他們每人喝四杯相同的咖啡，但這四個(gè)裝咖啡的杯子的顏色是不同的，有紅色、黃色、青色和咖啡色。5.2DataCollectionMethods然后，咖啡店老板詢問試驗(yàn)者：“那種杯子的咖啡濃度正好？”大家異口同聲地回答：“青色杯子的咖啡太淡”，“黃色杯子的咖啡正好”，“紅色杯子的咖啡太濃”，還有一部分人認(rèn)為：“咖啡色杯子的咖啡太濃”。5.2DataCollectionMethods于是，老板的咖啡店就改用了紅色的杯子。由于減少了原材料，使老板賺了錢。5.2DataCollectionMethods5.3DataAnalysisDataanalysisofteninvolvesediting,codingandtabulating.Theanalysistechniqueswillbeusedinthisprocesstodiscoversomefeaturesandrules.1.DataCleansing2.DataAnalysis5.3DataAnalysisTabulatingandGraphingAccumulatingSortingEditingDataCleansing5.3DataAnalysis◆SortingDataperspectivefunction5.3DataAnalysis◆TabulatingandgraphingApictureisworthathousandwords.5.3DataAnalysis◆TabulatingandgraphingTypesofGraphLinegraphBargraphPiegraphScattergraph5.3DataAnalysis2.DataAnalysis◆Simplelinearregressionanalysis◆Analysisofvariance5.3DataAnalysis2.DataAnalysis◆SimplelinearregressionanalysisStep1YfordependentvariableXforindependentvariableY=a+bxStep2HowtoestimateparametersOrdinaryLeastSquaresStep3Test5.3DataAnalysis2.DataAnalysis◆AnalysisofvarianceInitssimplestform

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