市场研究英文

The Research Process (cont.)
Editing and Coding
Report
Data Processing
Interpretation of the Findings
Stages In The Research Process
• Problem Discovery and Problem Definition • Research Design • Sampling • Data Gathering • Data Processing and Analysis • Conclusions And Report
CAUSAL OR DESCRIPTIVE
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
EXPLORATORY
Degree of Problem Definition
Exploratory Research (Unaware of Problem)
Descriptive Research (Aware of Problem)
– 1. The appropriate causal order of events – 2. Concomitant variation--two phenomena
vary together – 3. An absence of alternative plausible
explanations
市场研究英文.ppt
Information
• Reduces uncertainty • Helps focus decision making
Types Of Research
• Exploratory • Descriptive • Causal
Uncertainty Influences The Type Of Research
Causal Research (Problem Clearly Defined)
“Our sales are declining and we don’t know why.”
“Would people be interested in our new product idea?”
“What kind of people are buying “Will buyers purchase more of our product? Who buys our our products in a new package? competitor’s product?”
• Weight Watchers average customer • Woman about 40 years old • Household income of about $50,000 • At least some college education • Trying to juggle children and a job
Determine the
relevant variables
State the research questions
and research objectives.
Ascertain the Decision Maker’s Objectives
Understand the Background of the Problem
I keep six honest serving men, (they taught me all I knew), their names are what, and why, and when, and how, and where and who.”
--Rudyard Kipling
Descriptive Research Example
Ascertain the
decision maker’s objectives.
Understand the
background of the
problem.
Isolate and identify the problems,
not the symptoms.
Determine the unit
of analysis
Isolate and Identify the Problems, Not the Symptoms
The Iceberg Principle
Organization
Twenty-year-old neighborhood swimming association in a major city.
Determine the Relevant Variable
• Anything that may assume different numerical values
Types of Variables
• Categorical • Continuous • Dependent • Independent
“Which of two advertising “What features do buyers prefer campaigns is more effective?” in our product?”
Exploratory Research
• Initial research conducted to clarify and define the nature of a problem
Symptoms
Problem Definition Based on Symptom
Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.
Symptom Detection
Analysis of the Situation Problem Definition
Exploratory Research (Optional)
Statement of Research Objectives
The Process of Problem Definition
Data Gathering
Data Processing and Analysis
Conclusions and Report
Collection of data
(fieldwork)
Editing and coding data
Data processing
Interpretation of
findings
“The formulation of the problem is often more essential than its
solution”
Albert Einstein
STAGE 1: Defining the Problem Results in Clear Cut Research Objectives
• Does not provide conclusive evidence • Subsequent research expected
Descriptive Research
• Describes characteristics of a population or phenomenon
• Some understanding of the nature of the problem
– Forward linkages – Backward linkages
Problem Discovery and Definition
Problem discovery
Selection of exploratory research
technique
Secondary (historical)
Descriptive Research Example
• Men’s fragrance market • 1/3 size of women’s fragrance market • But growing at a faster pace • Women buy 80 % of men’s fragrances
Causal Research
• Conducted to identify cause and effect relationships
Identifying Causality
• A causal relationship is impossible to prove. • Evidence of causality:
Report
The Marketing Research Process
Problem Discovery
Selection of Sample Design
Exploratory Research
Collection of the Data
Selection of the Basic Research Method
Hypothesis
• An unproven proposition • A possible solution to a problem • Guess
State the research questions and research objectives
Data Processing and Analysis
Research Stages
• Cyclical process - conclusions generate new ideas
• Stages can overlap chronologically • Stages are functionally interrelated