Marketing-Research英语课件
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Exploring Marketing Research(英文版)(ppt 21页)
Determining When to Conduct Marketing Research
• Time Constraints • Availability of Data • Nature of the Decision • Benefits versus Costs
Copyright © 2000 by Harcourt, Inc.
Copyright © 2000 by Harcourt, Inc.
All rights reserved.
Stages in Developing and Implementing a Marketing Strategy
Identifying and evaluating opportunities Analyzing market segments and selecting
Exploring Marketing Research(英文版)(ppt 21页)
.
Marketing Research Defined
Marketing research is defined as: the systematic and objective process of generating information for aid in making marketing decisions.
process
Copyright © 2000 by Harcourt, Inc.
All rights reserved.
INFORMATION REDUCES
UNCERTAINTY
I don’t know if we should
enter the Austral来自anMarket..
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
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
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
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
Lecture-4-Marketing-Research(共34张)
already. Secondary data sources include:
Internal sources - eg Annual Reports,
第9页，共34页。
Information Analysis
Examples of questions that may need to be answered:
What are the major variables affecting my sales and how important is each one?
Design of the MIS requires data processing expertise and marketing expertise
Use of MIS is focused on making better marketing decisions
Strategy planning
第17页，共34页。
Developing the Research Plan
Determining specific information needs. Need to use both primary and secondary data to solve
research problem. Secondary data is data that has been collected and published
第13页，共34页。
Marketing Research
Focus is on new information not already available in the MIS or in other secondary data sources.
May be handled inside the company or by outside specialists:
Internal sources - eg Annual Reports,
第9页，共34页。
Information Analysis
Examples of questions that may need to be answered:
What are the major variables affecting my sales and how important is each one?
Design of the MIS requires data processing expertise and marketing expertise
Use of MIS is focused on making better marketing decisions
Strategy planning
第17页，共34页。
Developing the Research Plan
Determining specific information needs. Need to use both primary and secondary data to solve
research problem. Secondary data is data that has been collected and published
第13页，共34页。
Marketing Research
Focus is on new information not already available in the MIS or in other secondary data sources.
May be handled inside the company or by outside specialists:
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- Logistic_s
Independent variables:
Metric or dummy variables Based on theory, intuition?
Example: Advertising through in-store screens
Do consumers notice ad messages on TV screens in store? How does this depend on message characteristics? Which consumers primarily notice the message?
Then: p(seeni)1ee1.917.79717.116.2162.62.56*215*1
1ee1.917.79717.116.216*2e*.6e2.5625
.443*1.868 .453 1.443*1.868
odds(seeni)e1.9771.162.625*1 e1.9771.162*e.625 .443*1.868.828 If X changes from 0 to 1 odds multiplied by e
Store visit frequency/month (klantvod) Ad with/without sound (sound) Education level (level (0)=secondary, (1)=bachelor, (2)=master)
Then (given parameter estimates):
p(evei)nt 1eb0b1X1i...bnXni
Probability of event
1.2
1
0.8 0.6
0.4
0.2
Metric or dummy variables Based on theory, intuition?
Example: Advertising through in-store screens
Do consumers notice ad messages on TV screens in store? How does this depend on message characteristics? Which consumers primarily notice the message?
Then: p(seeni)1ee1.917.79717.116.2162.62.56*215*1
1ee1.917.79717.116.216*2e*.6e2.5625
.443*1.868 .453 1.443*1.868
odds(seeni)e1.9771.162.625*1 e1.9771.162*e.625 .443*1.868.828 If X changes from 0 to 1 odds multiplied by e
Store visit frequency/month (klantvod) Ad with/without sound (sound) Education level (level (0)=secondary, (1)=bachelor, (2)=master)
Then (given parameter estimates):
p(evei)nt 1eb0b1X1i...bnXni
Probability of event
1.2
1
0.8 0.6
0.4
0.2
Marketing Research的课件- Experiments_s
O2-O1=treatment+Ext(EG)+IT O4-O3=Ext(CG) (O2-O1)-(O4-O3)=treatment +IT
Classical Designs - Trueexperimental Designs
Two Group, After-only Design
(“Post-test only control group design”)
Experiments: Examples:
…
Caddy-home: How does stock-out policy (hide, show, suggest replacement item) affect online consumers’ category purchase and brand choices?
2.2. Experimental Design:
Notation
O denotes a formal observation or measurement
X denotes exposure of test units participating in the
study to the experimental manipulation of treatment
Apparel Store: Does presenting ‘clothes’ as ‘juxtaposed’ and/or coordinated items improve consumers’ evaluation?
Beer manufacturer: does bottle shape affect consumers’ volume perception (purchase quantity)?
Classical Designs - Trueexperimental Designs
Two Group, After-only Design
(“Post-test only control group design”)
Experiments: Examples:
…
Caddy-home: How does stock-out policy (hide, show, suggest replacement item) affect online consumers’ category purchase and brand choices?
2.2. Experimental Design:
Notation
O denotes a formal observation or measurement
X denotes exposure of test units participating in the
study to the experimental manipulation of treatment
Apparel Store: Does presenting ‘clothes’ as ‘juxtaposed’ and/or coordinated items improve consumers’ evaluation?
Beer manufacturer: does bottle shape affect consumers’ volume perception (purchase quantity)?
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Philip Kotler’s definition: The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.
Chapter 1 Introduction to Marketing Research
Learning Objectives To know the relationship of marketing research to marketing, the marketing concept and marketing strategy To know how to define marketing research To understand the purpose and uses of marketing research studies To know how to classify different types of marketing research studies To describe a MIS and understand why marketing research occupies a place in an MIS
Marketing Research
Alvin C. Burns Ronald F. Bush
This course is about gathering information in order to make better decisions. And you will learn about the basic process marketing researchers use to provide managers with the information they need to make better decisions. have already studied fundamentals of marketing and elementary statistics.
1.1 The relationship of marketing research to marketing
Marketing research is part of marketing
What
is marketing?
Meeting needs profitably
ቤተ መጻሕፍቲ ባይዱ
The definition offered by the American Marketing Association: marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
-------a system of values, or principles, by which you live. A manager’s philosophy will affect how he or she make day-to-day decision in the business. A much better philosophy is called the “marketing concept”.
Tangible product view of marketing Service-centered view of marketing
In order to practice marketing, marketing decision makers need information in order to make better decisions. In today’s world, information is more important. Successful companies have the right information to help them make decisions leading to success. Marketing research provides information to decision makers.
how?
the right philosophy, followed by proper marketing strategy
Having
The importance of philosophies and the philosophy we call “the marketing concept”
So to practice marketing correctly, managers must have information-----this is the purpose of marketing research. Marketing research is a part of marketing; it provides the necessary information to enable managers to market ideas, goods, and services properly.