管理研究方法(英文版 第13版)教学课件BRM13e_PPT_ch06_pss
管理研究方法教学课件PPT
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归纳的过程:
一是搜集和积累一系列事物经验或知识素材； 二是分析所得材料的基本性质和特点，寻找出 其服从的基本规律或共同规律； 三是描述和概括（作出系统化判断）所得材料 的规律和特点，从而将这些规律作为预测同类事物 的其他事物的基本原理。
2018/11/22Βιβλιοθήκη 返 回6归纳的应用
原子、电子、电压、重力、温度、流体、能带、导体等等。 市场、股票、阶级、民主、自由、智商、心理、思维、审美、蒙太奇、 文艺复兴、历史、批判、现代派、抽象派等等。 所有以上概念都在现代科学的范围里具有清楚的定义和公认的解释，而 学术研究必须基于这些概念。例如，在用科学的方法解释自然现象的时 候，必须运用以上概念和定义。
2018/11/22
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归纳法
归纳法是重要的科学推理方法之一，它从分析一些特例的共同特 征，得出一般性的结论，这种由特殊到一般的推理称为归纳推理。 仅仅考察部分特例而得出一般性的结论称为不完全归纳。
归纳法是从个别知识，引出一般知识的推理， 是由已知真的前提，引出可能真的结论。
2018/11/22
返 回
《管理学研究方法》PPT课件
• 案例研究适用于如下情况： • 研究的问题类型是“怎么样”和“为什么” • 研究对象是目前正在发生的事件 • 研究者对于当前正在发生的时间不能进行控制或仅
能进行极低程度的控制。
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案例研究的特点
• 案例研究具有系统性，研究者总是把研究对象视作 一个系统，或是一个系统的组成部分，来努力识别 其中存在的因果关系；
11
案例研究的各种解释（续）
解释
案例研究是一种实证探究，是对个案研究的探究。
出处
Robert Yin，1994
案例研究是指对特别的个人或团体，搜集完整的资 叶重新著，《教育研究
料之后，再对其问题的前因后果做深入的剖析。
法》P196-197
案例研究是对一个个例做缜密的研究，广泛的搜集 白锦门,“个案法之研 个例的资料，彻底的了解个例现况及发展历程，予 究”,教育研究方法论文 以研究分析，确定问题症结，进而提出矫正的建议， 集，P43-44 其首重在个案发展的资料分析。
盖依(Gay),1992
案例研究是一种实征研究，是在真实的背景下，研 究当时的现象，特别是在现象跟背景间的界线不是 非常清楚的时候。
Jennifer Platt，1992
案例研究并不是一种收集数据的做法，也不仅只是 Jennifer Platt，1992
一种设计特征，而是一种周延而完整的研究策略。
整理ppt
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对案例研究的偏见
缺乏严密性
案例研究者 常常因为懒 散而让模棱 两可的观点 影响了结论 的方向
混淆案例研究 与案例教学
如何从一个单一 案例做推论？从 结果推论到理论 命题
教学上可以慎 重地修改案例 的材料，但在 研究方法上绝 对禁止
第一章 绪论《管理学研究方法》PPT课件
研究者是一种职业，研究是研究者的天职 天职的观念使研究者对自己的职业具有神圣感和使命感，
也使自己的生命信仰与自己的工作联系在了一起。
1.1什么是研究
接近天职观的研究者的职业标准是什么？
以敬业为标准的职业精神； 以成果为标准的职业水平； 以诚信为标准的职业道德； 以专业为标准的职业技能； 以得体为标准的职业形象。
1.1什么是研究
▫ 2.方法类知识的重要性
首先，只有发育了方法类知识，一个学科领域才能真正 独立出来。
其次，方法是内容的效率要素。
孔茨将发展到他所在的时代为止的管理学，按研究方法的不 同分成了12大类
（1）经验方法； （2）人际关系方法； （3）组织行为方法；
1.1什么是研究
（4）社会协作系统方法； （5）社会技术系统方法； （6）决策方法； （7）系统方法； （8）数理方法； （9）权变方法； （10）角色方法； （11）7S方法； （12）管理过程方法。
会思考，是做研究的必要能力；能写，是做研究的充分 能力。
1.1什么是研究
• 1.1.2研究的目的
▫ 1.多给自己几个写论文的目的
写论文搞科研不会是单一目的，我们认为至少有三大目的：
一是为发现新知识，有价值于社会； 二是为提升你自己，真正掌握科学或系统地发现问题、分析事物、
表述观点和解决问题的能力； 三是为拿文凭、评职称或者拿科研奖金
第二，研究者通过发表落实自己的著作权等权益，并为同行 提供继续研究的前提。
第三，研究者通过应用于实践实现知识的价值，并使实践者 在实践中检验和推进理论。
1.1什么是研究
（3）唯“悟”模型
如果将实践要素加到研究模型中来，就产生了基于“唯‘悟’ 主义”立场的实践、经验、思考、理论的模型
管理研究方法(英文版第13版)教学课件Schindler_CH_06_Accessible
6-16
Qualitative Data Collection Design
Interview Questions
• Group Interviews • IDIs • Case Studies • Grounded Theory • Action Research • Creative Exercises
© 2019 McGraw-Hill Education.
6-11
The Roots of Qualitative Research
Diciplines
• Psychology • Anthropology • Communication • Semiotics • Sociology • Economics
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6-12
Qualitative Sampling Design
Purposive Sampling
Snowball Sampling
Convenience Sampling
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6-13
Sampling Design: Qualitative Data Sources
© 2019 McGraw-Hill Education.
6-8
Qualitative vs. Quantitative Research (2 of 2)
• Engagement Exercises • Participant Preparation • Data Type and
Preparation • Data Analysis • Insights and Meaning • Research Sponsor
《管理研究方法》课件
研究结果的解释与呈现
研究结果的解释和呈现是研究过程的最终目标。本节将介绍如何清晰、准确 地解释和呈现研究结果。
研究伦理与学术规范
研究伦理和学术规范是保证研究过程和结果的可信度和可靠性的准则和标准。本节将讨论研究伦理和学术规范 的重要性和应用。
《管理研究方法》PPT课 件
欢迎来到《管理研究方法》的PPT课件。在本课程中，我们将探讨研究方法的 概念和应用，以及研究过程中的关键步骤和挑战。
课程介绍
本节内容将介绍《管理研究方法》课程的目标和内容，以及对学生的价值和应用。
研究方法概述
研究方法是指用于获取法及其适用性。
研究问题的界定
一个好的研究问题是研究过程的基础。本节将讨论如何确立明确、具体和可研究的研究问题。
研究设计与方法
研究设计是研究过程中的蓝图，决定了研究的范围和方法。本节将介绍不同的研究设计和其适用性。
数据收集与分析
数据收集是研究过程中最关键的一步，决定了研究的可靠性和有效性。本节将探讨各种常用的数据收集和分析 方法。
管理研究方法(英文版 第13版)教学课件BRM13e_PPT_ch10_pss
Etc. Question Database
10-22
Construct Validity
Theory
Measurement Instrument
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
10-23
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
10-17
Recoding
Adjust variable after data collection
Apply new mapping rules
Only REDUCE variable power
Select measurable phenomena
Develop a set of mapping rules
Apply the mapping rule to each phenomenon
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 10
STAGE 2: MEASUREMENT FOUNDATIONS
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10-1
Learning Objectives
Understand . . . The distinction between measuring objects,
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管理研究方法(英文版第13版)教学课件Schindler_CH_04_Accessible
© 2019 McGraw-Hill Education.
4-3
What Is Research Design?
• Blueprint • Plan • Guide • Framework
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4-4
Research Design Essentials
© 2019 McGraw-Hill Education.
4-19
Topical Scope (1 of 2)
Statistical Study
Case Study
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4-20
Topical Scope (2 of 2)
Statistical Study • Breadth • Population inferences • Quantitative • Generalizable findings
dilemma • Provide insight on
management problem • Define research
question/hypotheses
© 2019 McGraw-Hill Education.
4-7
Some Exploratory Study Methods
• Participant observation • Film, photographs • Projective techniques • Case studies • Ethnography • Expert interviews • Document analysis • Proxemics and Kinesics
财务管理英文第十三版ch3_sheenabsxu.pptx
Simple Interest
Interest paid (earned) on only the original amount, or principal, borrowed (lent).
=$1,000,000 * 10.835
= $10,835,000
You need $30,000 in cash to buy a house 4 years from today. You expect to earn 5 percent on your savings. How much do you need to deposit today if this is the only money you save for this purpose?
◦ FVn=PV0 (FVIFi,n) ◦ (FVIFi,6) = FV6/PV0
= 120,000/74,300
= 1.615
i= 8.3%
An Annuity represents a series of equal payments (or receipts) occurring over a specified number of equal distant periods.
= $6,210.00 [Due to Rounding]
If you invest $1,000 today, you will receive $3,000 in exactly 8 years. What is the compound interest rate implicit in this situation?
管理研究方法ppt课件
12
探索研究的规律
投入研究并写出相应的论文对个人来说是最有价 值的教育经历之一。
涉足研究领域的方式之一，就是花时间阅读与自 身学科相关的学术性期刊中的文章。（图书馆及互联
设树，hypothesis tree)
5. 研究是由具体的研究问题，及针对它的疑问和假设 （ hypothesis ）所引导的
6. 研究工作必须要接受某些关键性的预设（assumption：
Something taken for granted or accepted as true without proof; 假定，假设：未经证实就想当然地认为或接 受某事为真）
管理研究性质的判断
研究类型
按研究层次分类：微观和宏观
ቤተ መጻሕፍቲ ባይዱ按功能分类：基础研究和应用研究
按研究目的分类：描述型、解释型和规范型
9 李怀祖《管理研究方法论》PP15--40
决策的满意标准（西蒙）
所谓“最优”是指在数学模型范围内的最优决策而 言。………热衷于“运筹学”的人很容易低估这种方法 的使用条件的严格性。这可导致一种名为“数学家失 语症”的病。病人将原始问题加以抽象直到数学难点 或计算难点被抽象掉为止（并失去了全部真实的外 观），并且将这一简化了的新问题加以求解，然后假 装着认为这就是他一直想要解决的问题。
1
参考书目
王振江、李常法著《管理范式转变》学林 出版社
托马斯·库恩著《科学革命的结构》北京大 学出版社
皮亚杰著《结构主义》商务印书馆 Donald R. Cooper & Pamela S.
管理研究方法(英文版 第13版)教学课件BRM13e_PPT_ch17_pss
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
17-25
Post-Dallas Trip
Obtain call-center transcipts Review complaint letters Summarize critical themes
17-12
Review of Request for Proposal (cont.)
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
17-13
Visionary Insights Senior Team
17-20
Proposal Review at BRAINSAVVY
10 Criteria – 10 points each Tech industry knowledge
Tech industry research experience
Firm’s reputation in public media
Celina Gamble Partner senior project manager
Dayton Wager Partner senior project manager
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17-14
Issues in Developing Proposal
What BRAINSAVVY info is available? Is requested methodology appropriate? What critical event started the process?
管理研究方法(英文版 第13版)教学课件BRM13e_PPT_ch03_pss
3-13
Exploration Strategy
What information
sources should be
used?
What methods
+
will be used to extract
information
from these
sources?
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3-6
Types of Management Questions
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3-7
The Management-Research Question Hierarchy: SalePro
Develop operational definitions for concepts, constructs, variables.
Provide evidence for justifying and budging research
Set foundation for final research design.
3-21
Types of Secondary Sources
Directories Handbooks
Indexes/ Bibliographies
TYPES
Dictionaries Encyclopedias
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
管理研究方法(英文版第13版)教学课件Schindler_CH_12_Accessible
Example 3. Did you purchase boxed cereal in the last 7 days? Yes No (skip to question 7)
Paper survey: A postage-paid envelope was included with your survey. Please refold your completed survey and mail it to us in the postage-paid envelope. Online: Please click DONE to submit your survey and enter the contest.
reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
12-1
Learning Objectives
Understand...
The process of developing the measurement instrument. The major categories of elements within a measurement instrument and the purpose each plays. What the researcher is doing in Phase 2 and Phase 3 and the motivations for specific decisions. The role of pretesting during Phases 2 and 3.
© 2019 McGraw-Hill Education.
管理研究方法(英文版 第13版)教师手册Appendix_Test_Markets
Business Research Methods , 13e Instructor’s ManualCopyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the AppendixTest Markets KEY TERMSKey terms are shown in bold, as they appear in the text, throughout the lecture notes.APPENDIX LECTURE NOTESTEST MARKETING• A test market is a controlled experiment conducted in a carefully chosenmarketplace (e.g., website, store, town, or other geographic location) to measure marketplace response and predict sales or profitability of a product.• The objective of a market test study is to:♦Help marketing managers introduce new products or services ♦Add products to existing lines ♦Identify concepts with potential ♦Relaunch enhanced versions of established brands. ♦ Testing the viability of a product, in order to reduce the risks of failure.• Complex experimental designs are often required to meet the controlled experimental conditions of test markets.♦ They also are used where control of extraneous variables is essential.• The successful introduction of new products is critical to a firm’s financial success. ♦Failures not only create significant losses for companies, but hurt the brand and company reputation.The failure rate for new products approaches ranges from 40 to 90 percent.–Product failure may be attributable to many factors, especially inadequate research.•Test-marketed products enjoy a significantly higher success rate.♦Managers can gauge the effectiveness of pricing, packaging, promotions, distribution channels, dealer response, advertising copy, media usage patterns,and other aspects of the marketing mix.♦Test markets also help managers evaluate improved versions of existing products and services.Test Market Selection•One of the primary advantages of a carefully conducted experiment is external validity or the ability to generalize to (and across) times, settings, or persons.•The location and characteristics of participants should be representative of the market in which the product will compete.♦This requires consideration of:–The product’s target competitive environment–Market size–Patterns of media coverage–Distribution channels–Product usage–Population size–Housing–Income–Lifestyle attributes–Age–Ethnic characteristics♦Not all cities are ideal for all market tests.–Kimberly-Clark’s Depend and Poise brand products for bladder control could not be adequately tested in a college town.–Cities that are overtested create problems for market selection because savvy participants’ prior experiences cause them to respond atypically.•Multiple locations are often required for optimal demographic balance.♦Sales may vary by region, necessitating test sites that have characteristics equivalent to those of the targeted national market.♦Several locations may also be required for experimental and control groups.•Media coverage and isolation are additional criteria for locating the test.♦The test location should adequately represent the planned promotion through print and broadcast coverage.♦Large metropolitan areas produce media spillover that may contaminate the test area.–Advertising is wasted as the media alerts distributors, retailers, and consumers in adjacent areas about the product.–Competitors are warned more quickly about testing activities and the test loses it competitive advantage.♦In 2002, Dairy Queen (DQ) Corp. began testing irradiated burgers at the Hutchinson and Spicer locations in Minnesota.–No quick-service restaurant chains provide irradiated burgers, although McDonald’s and Burger King also researched this option.–DQ originally focused information about the test at the store level, rather than with local media.–When the Minneapolis Star Tribune ran a story about the test, DQ had to inform all Minnesota store operators about the article, although all operatorshad known about the planned test.–The article created awareness for anti-irradiation activists and the potential for demonstrations—an unplanned consequence of the test market.–Relatively isolated communities are more desirable because their remoteness aids controlling critical promotional features of the test.♦The control of distribution affects test locations and types of test markets.–Cooperation from distributors is essential for market tests conducted by the product’s manufacturer.–The distributor should sell exclusively in the test market to avoid difficulties arising from out-of-market warehousing, shipping, and inventory control.–When distributors in the city are unavailable or uncooperative, a controlled test, where the research firm manages distribution, should be considered.Types of Test Markets•There are six major types of test markets:♦Standard♦Controlled♦Electronic♦Simulated♦Virtual♦Web-enabledStandard Test Market•The standard test market is a traditional test of a product and/or marketing mix variables on a limited geographic basis.♦It provides a real-world test for evaluating products and marketing programs on a smaller, less costly scale.♦The firm launching the product selects specific sales zones, test market cities, or regions that have characteristics comparable to those of the intended consumers.♦The firm performs the test through its existing distribution channels, using the same elements as used in a national rollout.♦Exhibit 9b-1 shows some U.S. cities commonly used as test markets. •Standard test markets benefit from using actual distribution channels and discovering the amount of trade support necessary to launch and sustain the product.♦High costs ($1 million typical, ranging up to $30 million) and long time (12 to 18 months for a go/no-go decision) are disadvantages.♦The loss of secrecy when the test exposes the concept to the competition further complicates the usefulness of traditional tests.•In March 2000, Shell Oil Co. test-marketed the first robotic gas pump that allows drivers to serve themselves without leaving their cars.♦The innovation, which uses a combination of robotics, sensors, and cameras to guide the fuel nozzl e into a vehicle’s gas tank, took eight years to develop.♦Its allows a parent to stay with children while pumping gas and enables a driver to avoid exposure to gas fumes or the risk of spillage, static fire, or even bad weather.♦Unfortunately, the product requires a coded computer chip containing vehicle information that must be placed on the windshield and a special, spring-loadedgas cap, which costs $20.♦The introduction could hardly have been more ill-timed. Just as gasoline prices began their upward advance and the end of winter removed the incentive forstaying behind the wheel, Shell planned to charge an extra $1 per fill-up.Controlled Test Markets•The term controlled test market refers to real-time forced distribution tests conducted by a specialty research supplier that guarantees distribution of the testproduct through outlets in selected cities.♦The test locations represent a proportion of the marketer’s total store sales volume.♦The research firm typically handles the retailer sell-in process and all distribution activities during the market test.♦The firm offers financial incentives to obtain shelf space from nationally prominent retailers and provides merchandising, inventory, pricing, and stockingcontrol.♦Using scanner-based, survey, and other data sources, the research service gathers sales, market share, and consumer demographics data, as well as information onfirst-year volumes.•Companies such as ACNielsen Market Decisions and Information Resources, Inc.give consumer packaged-goods (CPG) manufacturers the ability to evaluate salespotential while reducing the risks of new or relaunched products prior to a national rollout.♦Market Decisions, for example, has over 25 small to medium-size test markets available nationwide.♦Typically, consumers experience all the elements associated with the first-year marketing♦Manufacturers with a substantial commitment to a national rollout also have the opportunity to “fast-track” products during a condensed time period (three to sixmonths) before launch.•Controlled test markets cost less than traditional ones (although they may reach several million dollars per year).♦They reduce the likelihood of competitor monitoring and provide a streamlined distribution function through the sponsoring research firm.♦Drawbacks include the number of markets evaluated, the use of incentives—which distort trade cost estimates—and the evaluation of advertising.Electronic Test Markets•An electronic test market is a test system that combines store distribution services, consumer scanner panels, and household-level media delivery in specificallydesignated markets.♦Retailers and cable TV operators have cooperative arrangements with the research firm in these markets.♦Electronic test markets have the capability to measure marketing mix variables that drive trial and repeat purchases by demographic segment for both CPG andnon-CPG brands.♦Information Resources Inc. (IRI), for example, offers a service called BehaviorScan, which is also known as a split-cable test or single-source test.–This test combines scanner-based consumer panels with broadcasting systems.♦IRI uses a combination of Designated Market Area–level cut-ins on broadcast networks and local cable cut-ins to assess the effect of the advertising that thehousehold panel views.♦IRI and ACNielsen collect supermarket, drug-store, and mass merchandiser scanner data used in such systems.♦The BehaviorScan service makes use of these data with respondents who are then exposed to different commercials with various advertising weights.•IRI’s TV system operates as a within-market TV advertising testing service. The five BehaviorScan markets are:♦Eau Claire, Wisconsin♦Cedar Rapids, Iowa♦Midland, Texas♦Pittsfield, Massachusetts♦Grand Junction, Colorado–With populations of 75,000 to 215,000, they provide lower marketing support costs than other test markets and offer appropriate experimental controls overthe test conditions.–By assigning every local cable subscriber a cell, the service can indiscernibly deliver different TV commercials to each cell and evaluate the effect of theadvertising on the panelists’ purchasing behavior.–For a control, nonpanelist households in the cable cell are interviewed by telephone.•BehaviorScan tracks the actual purchases of a household panel through bar-coded products at the point of purchase.♦Participants show their identification card at a participating store and are also asked to “report purchases from non-participating retailers by using a handheldscanner at home.♦Computer programs link the household’s purchases with television viewing data to get a refined estimate (± 10 percent) of the product’s national sales potential in the first year.•Advantages and disadvantages of electronic test markets:♦Good quality of strategic information provided♦Participants may not be representativeSimulated Test Markets• A simulated test market (STM) occurs in a laboratory research setting designed to simulate a traditional shopping environ ment using a sample of the product’sconsumers.♦STMs do not occur in the marketplace, but are often considered a pretest before a full-scale market test.♦STMs are designed to determine consumer response to product initiatives in a compressed time period.♦ A computer model, containing assumptions of how the new product would sell, is augmented with data provided by the participants in the simulation.•STMs have common characteristics:♦Consumers are interviewed to ensure that they meet product usage and demographic criteria;♦They visit a research facility where they are exposed to the test product and may be shown commercials or print advertisements for target and competitive products;♦They shop in a simulated store environment (often resembling a supermarket aisle);♦Those not purchasing the product are offered free samples;♦Follow-up information is collected to assess product reactions and to estimate repurchase intentions; and♦Researchers combine the completed computer model with consumer reactions in order to forecast the likely trial purchase rates, sales volume, and adoptionbehavior.•When in-store variations are used, research suppliers select three to five cities representing the market where the product will be launched.♦They choose a mall with a high frequency of targeted consumers.♦In the mall, a simulated store in a vacant facility is stocked with products from the test category.♦Intercept interviews qualify participants for a 15-minute test during which participants view an assortment of print or television advertisements and areasked to recall salient features.♦Measures of new product awareness are obtained.♦With “dollars” provided by the research firm, participants may purchase the test product or any of the competing products.♦Advertising awareness, packaging, and adoption are assessed with a computer model, as in the laboratory setting.♦Purchasers may be offered additional opportunities to buy the product at a reduced price in the future.•STMs were widely adopted in the 1970s by global manufacturers as an alternative to standard test markets, which were more expensive, slower, and less protected.♦STM effectiveness will diminish in the next decade as the one-to-one marketing environment becomes more diverse.♦To obtain forecast accuracy at the individual level, STMs require individualized marketing plans to estimate different promotional and advertising factors for each person.•M/A/R/C Research, Inc., has what it calls its Assessor model with many features that address the deficiencies of previous STM forecasting models.♦Example: Instead of a comparison of consumer reactions to historical databases, individual consumer preferences and current experiences with existing brandshelp to define the fit for the new product environment.♦ A competitive context pertinent to each consumer’s unique set of alternatives plays a prominent role in new product assessment.–Important user segments (e.g., parent brand users, heavy users, or teenagers) are analyzed separately to capture distinct behaviors.♦According to M/A/R/C, the results of three different models (attitudinal preference models; a trial, repeat, depth-of-repeat model; and a behavioraldecision model) are merged to reduce the influence of bias.♦From an accuracy standpoint, over 90 percent of the validated Assessor forecasts are within 10 percent of the actual, in-market sales volume figures.–Realistically, plus or minus 10 percent is a level of precision that many firms are not willing to accept.•STMs offer several benefits.♦The cost ($50,000 to $150,000) is one-tenth of the cost of a traditional test market ♦Competitor exposure is minimized♦Time is reduced to six to eight months♦Modeling allows the evaluation of many marketing mix variables.•The inability to measure trade acceptance and its lack of broad-based consumer response are its drawbacks.Virtual Test Markets• A virtual test market uses a computer simulation and hardware to replicate the immersion of an interactive shopping experience in a three-dimensional environment.♦Realism is essential to the experience, as is the ability to explore (navigate in the virtual world) and manipulate the content in real time.♦In virtual test markets:–Participants move through a store and display area containing the product.–They handle the product by touching its image and examine it dimensionally with a rotation device to inspect labels, prices, usage instructions, andpackaging.–Purchases are made by placing the product in a shopping cart.–Data collected include time spent by product category, frequency and time with product manipulation, and order quantity and sequence, as well as videofeedback of participant behavior.•Virtual test markets are part of a family of virtual technology techniques dating back to the early 1990s.♦The term Virtual Shopping® was registered by Allison Research Technologies (ART) in the mid-90s.♦ART can create a detailed virtual environment (supermarket, bar/tavern, convenience store, drugstore, car dealership, and so forth) for participantinteraction.♦Consumers use a display interface to point out what products are appealing or what they might purchase.♦Products, in CPG and non-CPG categories, are arrayed just as in an actual store.♦Data analysis includes the current range of sophisticated research techniques and simulated test market methodologies.•Current visual and auditory environments are being augmented with other modes of sensory perception, such as touch, taste, and smell.• A hybrid market test that bridges virtual environments and Internet platforms begins to solve the difficult challenge of product design teams: concept selection.♦Reliance on expensive physical prototypes may be resolved with virtual prototypes.♦Virtual prototypes provide results comparable to those of physical ones, cost less to construct, and allow web researchers to explore more concepts.♦In some cases, however, computer renderings make prototypes look better in virtual reality and score lower in physical reality—specially when comparisonsare made with commercially available products.Web-Enabled Test Markets•Manufacturers have found an efficient way to test new products, refine old ones, survey customer attitudes, and build relationships.♦Web-enabled test markets are product tests using online distribution.♦They are primarily used by large CPG manufacturers that seek fast, cost-effective ways to estimate new product demand.♦Web test markets offer less control than traditional experimental design.♦Procter & Gamble test-marketed Dryel, a home dry-cleaning product, for more than three years on 150,000 households in a traditional fashion; tested the online market before its launch, taking less than a week and surveying about 100 people.o Procter & Gamble now conducts 40 percent of its 6,000 product tests online. It believes that the company’s annual research budget of $140million can be halved by shifting research projects to the Internet.•P&G launched Crest Whitestrips, a home tooth-bleaching kit, after an eight-month campaign offering the strips solely through the product’s dedicated website. Itcoordinated the launch with print and TV ad campaigns.。
管理研究方法(英文版第13版)教学课件Schindler_CH_13_Accessible
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13-3
Data Collection, Preparation, and Examination in the Research Process
instrument • Enter the data
© 2019 McGraw-Hill Education.
13-7
Collect the Data (4 of 6)
• Train the data collectors • Determine the data collection timeline • Implement instrument disposition process • Invite chosen participants • Activate the Survey • Remind participant to complete/return
translated • Data validation
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13-21
Precoding
Jump to long description
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13-22
Post-Coding Open-Ended Questions
13-27
Appropriately Coded for Analysis
Categories should be… • Appropriate to the research problem • Derived from one classification principle • Mutually exclusive • Exhaustive
战略管理(第13版)英文版PPT david_sm13_ppt_03
Ch 3 -11
Economic Forces
GDP Trends in the dollar’s value Unemployment rates
Copyright 2005 Prentice Hall Publishing as Prentice Hall
Ch 3 -12
Copyright 2005 Prentice Hall Publishing as Prentice Hall
Ch 3 -14
Social, Cultural, Demographic, and Natural Environmental Forces
Copyright 2005 Prentice Hall Publishing as Prentice Hall
Ch 3 -9
Industrial Organization (I/O) View
Industry factors are more important than internal factors
Chapter 3
The External Assessment
Strategic Management: Concepts & Cases 13th Edition Fred David
Copyright 2005 Prentice Hall Publishing as Prentice Hall
Copyright 2005 Prentice Hall Publishing as Prentice Hall
Ch 3 -8
Performing External Audit
External Factors
Long-term Orientation
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6-4
Qualitative Research in Business
Some Examples
Job Analysis
Advertising Concept Development
6-16
Qualitative Data Collection Design
Creative Exercises
Action Research
Group Interviews
Interview Techniques
Grounded Theory
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
Question Hierarchy
Participant Preparation
Integration of data and
insights from data collectors
and managersponsors.
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Productivity Enhancement
New Product Development
Benefits Management
Retail Design Process
Understanding Union Representation Market Segmentation Sales Analysis
6-13
Sampling Design: Qualitative Data Sources
People Organizations
Texts Environments Artifacts/ media products Events and happenings
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6-7
Qualitative vs. Quantitative Research
Focus of Research Researcher Involvement
Research Purpose Sample Design Sample Size
Research Design
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6-21
Time Duration
Qualitative Longitudinal Multi-method
Quantitative Cross-sectional or
longitudinal Single method
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Understand . . .
The nature of qualitative research and its distinctions from quantitative research.
The types of business decisions that use qualitative methods.
6-2
Research Thnly way to capture a deeply personal insight, which will help you evoke that emotion in consumers, is through qualitative.”
Hold different perspectives
Can articulate their ideas, attitudes, experiences, etc.
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
6-19
Researcher Involvement
Qualitative High Participation-based
Quantitative Limited Controlled
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6-14
Good Participant Characteristics
Like to collaborate
Want to share ideas &
experiences
Share common characteristics
Characteristics
Range of life experiences
Text Analysis
Behavioral Observation
Analysis
6-18
Focus of Research
Qualitative Understanding Interpretation
Quantitative Description Explanation
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Chapter 6
STAGE 2: DATA COLLECTION DESIGN QUALITATIVE RESEARCH
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
6-1
Learning Objectives
Research Sponsor Involvement
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6-9
3 Distinctions
Level of Question Development
in Mgt-Research
Prepare location & facilities
Develop pretasking activities
Prepare discussion guide Prepare instructions Prepare stimuli & tools Control interview Debrief sponsor and
6-23
Data Type and Preparation
Qualitative Verbal or pictorial Reduced to verbal
6-11
The Roots of Qualitative Research
Diciplines
Economics
Psychology
Semiotics
Sociology
Anthropology
Communication
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
The variety of qualitative research methods. The importance and responsibility of the interviewer. Ethical issues related to qualitative research.
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6-22
Sample Design and Size
Qualitative Non-probability Purposive Small sample
Quantitative Probability Large sample
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6-8
Qualitative vs. Quantitative Research (cont.)
Engagement Exercises
Participant Preparation Data Type and Preparation
Data Analysis Insights and Meaning
Gia Calhoun global insights manager
Burt's Bees
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.
6-3
PicProfile: GRIT Emerging Qualitative Techniques
6-10
Distinction between Qualitative & Quantitative
Theory Building
Theory Testing
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