中小学优质课件Marketing Research课件.ppt

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市场调研Marketing Research.ppt

市场调研Marketing Research.ppt
设计一份完善的问卷不是一件容易的事情,问卷设计 人员除了要具备统计学、社会学、经济学、心理学、 计算机软件等多方面的知识外,还需要有一定的技巧 Marketin2g0R1e和9s-e6a-2r经c9h 2验007,可以说,问卷谢设谢您计的是观赏科学和艺术的结合。 2
二、设计问卷的作用
1.实施方便,提高精度。 2.易于对资料进行统计处理和定量分析 3.节省调查时间,提高调查效率。
20
问卷调查面临的困难
其一,被访者不了解或误解问句的涵义,不是无法回答就是答非所问。
其二,被访者虽然了解问句的涵义,愿意回答,但自己记忆不清应有的答案。
其三,被访者愿意回答,但无能力回答,包括被访者不善于表达、不适合回答和 不知道所拥有的答案等。例如,当询问消费者购买某种商品的动机时,有些消费 者对动机的涵义不了解,很难做出具体回答。
6
结构式问卷根据答案形式又分为封闭式、 开放式和半封闭式问卷三种:
(1)封闭式问卷。是指对提出的每一个问题都给出了明确 的答案,被调查者只能从已给的备选答案中进行选择 的问卷。
(2)开放式问卷。开放式问卷又称自由问卷,只提出问题, 不提供任何可能答案,由被调查者自由回答的问卷。
(3)半封闭式问卷。是指封闭式与开放式相结合的问卷。 其形式有两种:其一:在一个问题中,除给出一定的 备选答案供选择外,还相应地列出一个或若干个开放 式问题以便回答。形式二:问卷的一部分问题是采用 封闭式,另一部分是采用开放式。
Marketin2g0R1e9s-e6a-2rc9h 2007
谢谢您的观赏
15
5.主体内容
调查的主体内容是研究者所要了解的基本内容,也是调查问卷中 最重要的部分。它主要是以提问的形式提供给被访问者,这部分 内容设计的质量直接影响整个调ห้องสมุดไป่ตู้的价值。

Marketing Research PPT

Marketing Research PPT

• Secondary data: facts and figures that have already been collected for another purpose
Secondary Data: Advantages & Disadvantages
+ Quick to collect + Inexpensive - Sometimes obsolete - Of uncertain quality -May not be sufficiently detailed -May be irrelevant to current study
Primary Data
Answer Specific questions Current Known source Secrecy can be maintained Time Consuming Expensive
Step 3 Collect Data
• Sample Design • Use data from sample to make
• Concise Summary • Describe Research • Statistical Information
Questions about Marketing Mix
Product
Pricing
Placement
Promotion
Which product
What price should
design is likely to be we charge for our
most successful?
new products?
• Causal Research:
Exploratory Research Example

市场调研Marketing researchPPT课件

市场调研Marketing researchPPT课件
Research instruments
➢ Questionnaires ➢ Qualitative measures ➢ Technological devices
Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition © Pearson Education Limited 2013
Slide 6.4
The marketing research process
Figure 6.1 The marketing research process.
Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition © Pearson Education Limited 2013
Slide 6.10
Questionnaires do’s and don’ts
[KKBGH: 220]
• Ensure questions are free of bias
• Make questions simple • Make questions specific • Avoid jargon • Avoid sophisticated words • Avoid ambiguous words
Slide 6.5
Step 1: Define the problem
• Define the problem • Specify decision alternatives • State research objectives
Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition © Pearson Education Limited 2013

市场营销研究(PPT 37页)

市场营销研究(PPT 37页)
Take ten “similar” stores S1,…,S10 and assign randomly ten sales training programs differing in length X1,….,X10
Let Y1,….,Y10 be change in sales (before/after training program)
Good business decisions have long been made and can still be made without Marketing Research
– Sony Walkman
However, business success over the long term is a function of the mix of good and bad business decisions
– 内部数据 – 外部数据
二手数据的优点
省时、省力、省钱 有助于辨明研究目的与主题 有可能提供与研究问题有关的背景材料 有可能对研究设计提供借鉴、启示 有可能提供现成答案
二手数据的局限
数据可能不准确 数据可能过时 可能不合调查问题之目的与要求 数据可能不充分
评价二手数据的考虑因素
信息 什么是决定消费者满意的关键性因 素?
顾客对我们的满意情况如何?
各细分市场的顾客对我们的满意情况 是否存在差别?哪个顾客群最满意? 哪个最不满意?
与竞争对手相比,在决定消费者满意 的关键方面,我们作得怎么样?
研究方法 集中小组访谈或深度访谈:识 别一系列影响顾客满意的因 素。
标杆研究:识别行业的最优秀 企业,建立比较标准。
Marketing Research

Marketing Research的课件- marketing_research_q_a_assignment

Marketing Research的课件- marketing_research_q_a_assignment

Marketing Research
Mark Vroegrijk MSc.
2
represent factors by summated scales…
…reliability (i.e. Cronbach's alpha's) of some factor scales may fall below acceptable levels (i.e. <0.6)!
3. Cluster Analysis ● How to justify the choice for a particular clustering method? ● How to combine hierarchical and non-hierarchical methods?
4+5. ANOVA & Post-Hoc ● Why do I need both ANOVA and post-hoc analyses?
…factor is composed of only a limited number of variables
Can be a strong motivation to switch representation method!
both surrogate variables and factor scores do not require reliability checks, as they either don't lump multiple variables together (summated scales), or represent the factors exactly 'as they are' (factor scores)

Marketing Research的课件- Conjoint_IC_s

Marketing Research的课件- Conjoint_IC_s

9
Intercept Sole1 Sole 2 Upper 1 Upper 2 Price 1 Price 2
4,222 b11=1.000 b12=-0.333 b21=1.000 b22=0.667 b31=2.333 b32=1.333
0.588 0.544 0.544 0.544 0.544 0.544 0.544
Assess part-worths for attribute levels Evaluate attribute importance Use choice simulator
Marketing Research 7th Edition
Aaker, Kumar, Day
Assess part-worths for
Aaker, Kumar, Day
2.3. Model Estimation and Fit (ctd)
Regression Statistics
Multiple R
0.967
R Square
0.934
Adjusted R Square
0.738
Standard Error
0.667
Observations
7,181 1,837 -0.612 1,837 1,225 4,287 2,449
0.019 0.208 0.603 0.208 0.345
0.05 0.134
Marketing Research 7th Edition
Aaker, Kumar, Day
2.4. Interpreting results
Marketing Research 7th Edition
Aaker, Kumar, Day

Marketing Research的课件- marketing_research_factor_a

Marketing Research的课件- marketing_research_factor_a

5-pt. Likert: 1
2
3
4
5
strongly disagree
strongly agree
Marketing Research
Markue #2: Importance of drivers
Questionnaire was then sent out to consumers… …eventually completed and returned by 383 of them.
● Method of choice: VARIMAX (widely used and accepted)
Marketing Research
Mark Vroegrijk MSc.
14
Step 5: Factor Rotation
More equal distribution of variance! ▲
1
Research Problem
Furniture chain’s target for the next year: to increase its customer base by (at least) 2%.
Basically a three-step process:
1. Identify potential drivers of (furniture) store patronage.
Marketing Research
Mark Vroegrijk MSc.
2
Issue #1: Driver identification
Furniture chain identified a total of 9 drivers that may be linked to patronage of the chain: ► Drivers reflect shopping motivations: for what

Marketing Research的课件- Introduction_s

Marketing Research的课件- Introduction_s

Ratio Scale
Characteristics: unique origin insensitive to linear transformations through origin
Phenomena: e.g. age, cost, number of customers
Appropriate methods of analysis: geometric average, coefficient of variation, + all
Interval Scale
Characteristics: arbitrary origin insensitive to linear positive transformations
Phenomena: e.g. attribute scores, price index
Appropriate Methods of analysis: arithmetic average, range, standard deviation, product-moment correlation, + previous methods
Grading
Written exam (70 %) Assignment (30 %)
15 –20 pages +output
Students should obtain at least 5(on 10) for each part in order to pass the course Assignment grade transfer: WRITTEN request, see announcement BB
1. Course objectives/contents

市场调查(market research)-文档资料PPT共61页

市场调查(market research)-文档资料PPT共61页

46、我们若已接受最坏的,就再没有什么损失。——卡耐基 47、书到用时方恨少、事非经过不知难。——陆游 48、书籍把我们引入最美好的社会,使我们认识各个时代的伟大智者。——史美尔斯 49、熟读唐诗三百首,不会作诗也会吟。——孙洙 50、谁和我一样用功,谁就会和我一样成功。——莫扎特
市场调查(market research)-文档资 料
11、用道德的示范来造就一个人,显然比用法律来约束他更有价值。—— 希腊
12、法律是无私的,对谁都一视同仁。在律限制不了好的自由,因为好人不会去做法律不允许的事 情。——弗劳德
14、法律是为了保护无辜而制定的。——爱略特 15、像房子一样,法律和法律都是相互依存的。——伯克

Marketing Research的课件- marketing_research_factor_a

Marketing Research的课件- marketing_research_factor_a
(general 'areas of attention' may be preferred).
3. difficulties in communicating results to management
(strong 'core message' should be centered on key issues).
space
1,00
0,79 1,00
0,41 0,32 1,00
0,26 0,21 0,80 1,00
0,12 0,20 0,76 0,75 1,00
0,89 0,90 0,34 0,30 0,11 1,00
0,87 0,83 0,40 0,28 0,23 0,78 1,00
0,37 0,31 0,82 0,78 0,74 0,30 0,29 1,00
● sample size: ≥5 observations per variable (≥10 preferred)
(however, also dependent on strength of relationships!)
Marketing Research
Mark Vroegrijk MSc.
Mark Vroegrijk MSc.
5
Why group your variables?
'Overlap' between variables may create several problems: 1. difficulties in distinguishing between effects of related
Variables X1
X2
X3
X4
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Step 1: Formulate the Problem
Good problem definition: • helps avoid collecting information that is superfluous to
project • helps you collect enough information to adequately
• L1ilbshtam#bu2rger • 2 loaves Wonder Bread • Carrots • Rumford’s Baking Powder • 1 lb Maxwell House Coffee
(drip grind) • 2 cans Del Monte Peaches • 5 lbs Potatoes
Uses of Marketing Research in marketing decision support systems
Sl ide 5-1
Questions Marketing Research
Tabl e
5.1 Can Help Answer
Questions about Markets
• Exploratory Research: research that seeks to discover ideas and insights and to generate hypotheses
• Descriptive Research: research that studies how often something occurs, or what if any relationship exists between two variables
Marketing Research
• 6M:100 Research Requirement • Marketing Research: Definition
and Uses • Marketing Research Process
Marketing Research
Uses of Marketing Research
• Causal Research:
Exploratory Research Example
• Focus group research on nutritional information usage • groups of 6-10 primary food shoppers • Met to discuss grocery shopping
Questions about Marketing Mix
Product
Pricing
Placement
Promotion
Which product
What price should
design is likely to be we charge for our
most successful?
new products?
Maybe we can use Secondary Data!!
• Primary data: original research undertaken by firm/research company for project at hand
• Secondary data: facts and figures that have already been collected for another purpose
Where, and by
How much should
whom, should our we spend on
products be sold? promotion?
Questions about Performance
Market Share
Customer Satisfaction
What is our market share overall?
Buyers
Demandinds of people buy our products?
Is demand for our products increasing or
decreasing?
Do channels of distribution for our products need changing?
analyze the problem • allows you to write a detailed report that resolve issues • help you allocate correct amount of resources
Step 2: Plan a Research Design
Secondary Data: Advantages & Disadvantages
+ Quick to collect + Inexpensive - Sometimes obsolete - Of uncertain quality -May not be sufficiently detailed -May be irrelevant to current study
Descriptive Research Example
Causal Research Example: Describe the shopper who made this grocery list (1950’s):
• 1 Llbihsatmb#ur1ger • 2 loaves Wonder Bread • Carrots • Rumford’s Baking Powder • Nescafe Instant Coffee • 2 cans Del Monte Peaches • 5 lbs Potatoes
Are customers satisfied with our products?
Reputation
How does the public perceive our organization?
Irwin/McGraw-Hill
© The McGraw-Hill Companies, I nc., 1998
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