Subject 2
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• • • • • Governments International organizations Service organizations Directories and Newsletters Electronic Information Services • Other firms
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Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
• Step 2: Developing a Plan for collecting information
Internal information External information
• External information can be gathered outside an organization’s boundaries, or via the systematic collection and analysis of publicly available information about specific or general environment. Sources: internet, garbage, published information, competitor’s employees, trade shows, channel members and key customers • Advantages: you can get it .
• Disadvantages: you competitors can get it.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
– Firstly, you need to decide the use of secondary data or primary data. • Secondary data: (Information already exists). • Primary data: (Information collected for the specific purpose at hand) – In the plan, you need to decide the use of exploratory, descriptive or causal approach.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Research report process
Developing a plan for collecting information
Implementing the plan – collecting and analyzing the data
Interpreting and reporting the findings
Developed by Cool Pictures & MultiMedia Presentations
• Advantages: internal information is comparatively quicker/easier to access and to obtain.
• Disadvantages: without considering the open-system of the organization and external factors.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
International versus Domestic Research
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Step 1: Research Objectives
• Research objectives vary from firm to firm because of the views of management, the corporate mission, and the marketing situation. • Information needs are linked closely to the level of international expertise（专业知识） in the firm.
• Similar but different – International research involves the use of similar tools and techniques as in domestic research, but the market environments differ. • The primary differences – New parameters – New environments – Number of factors involved – Broader definition of competition
Internal information External information
• Internal information can be gathered within an organization’s boundaries, or via transaction processing system. E.g., customer databases, financial records, and operations reports.
批注本地保存成功开通会员云端永久保存去开通
Subject Two
Building the Knowledge Base
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
• What is marketing research? – Traditional view • “the function that links the consumer, customer, and public to the marketer through information.” – Redefined view • “systematic and objective identification of information, collection, analysis and dissemination（ 传播） of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.”
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Opportunity Analysis
Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Sources of Information
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Defining the Issue
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Sources of Information
• Foreign-market opportunity analysis – Broad-brush （粗略）approach to narrow down market possibilities. – Cursory analysis of general market variables- total and per capita GDP and population data. – Individual market data, product data,market trends, and restrictions. – Consideration of governmental restrictions.
Analysis process
Questions:
1) Where to start an information system and the analysis process? 2) What is the ultimate goal of the process?
Defining the problem and objectives
Research report
Data analysis
Data input Implementation external information (Data collection)
Research plan
Internal information (Data collection)
problem identity and literature review Specific environment general environment
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.SeΒιβλιοθήκη ondary Data Sources
Developed by Cool Pictures & MultiMedia Presentations
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
• Step 2: Developing a Plan for collecting information
Internal information External information
• External information can be gathered outside an organization’s boundaries, or via the systematic collection and analysis of publicly available information about specific or general environment. Sources: internet, garbage, published information, competitor’s employees, trade shows, channel members and key customers • Advantages: you can get it .
• Disadvantages: you competitors can get it.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
– Firstly, you need to decide the use of secondary data or primary data. • Secondary data: (Information already exists). • Primary data: (Information collected for the specific purpose at hand) – In the plan, you need to decide the use of exploratory, descriptive or causal approach.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Research report process
Developing a plan for collecting information
Implementing the plan – collecting and analyzing the data
Interpreting and reporting the findings
Developed by Cool Pictures & MultiMedia Presentations
• Advantages: internal information is comparatively quicker/easier to access and to obtain.
• Disadvantages: without considering the open-system of the organization and external factors.
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
International versus Domestic Research
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Step 1: Research Objectives
• Research objectives vary from firm to firm because of the views of management, the corporate mission, and the marketing situation. • Information needs are linked closely to the level of international expertise（专业知识） in the firm.
• Similar but different – International research involves the use of similar tools and techniques as in domestic research, but the market environments differ. • The primary differences – New parameters – New environments – Number of factors involved – Broader definition of competition
Internal information External information
• Internal information can be gathered within an organization’s boundaries, or via transaction processing system. E.g., customer databases, financial records, and operations reports.
批注本地保存成功开通会员云端永久保存去开通
Subject Two
Building the Knowledge Base
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
• What is marketing research? – Traditional view • “the function that links the consumer, customer, and public to the marketer through information.” – Redefined view • “systematic and objective identification of information, collection, analysis and dissemination（ 传播） of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.”
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Opportunity Analysis
Developed by Cool Pictures & MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Sources of Information
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Defining the Issue
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Sources of Information
• Foreign-market opportunity analysis – Broad-brush （粗略）approach to narrow down market possibilities. – Cursory analysis of general market variables- total and per capita GDP and population data. – Individual market data, product data,market trends, and restrictions. – Consideration of governmental restrictions.
Analysis process
Questions:
1) Where to start an information system and the analysis process? 2) What is the ultimate goal of the process?
Defining the problem and objectives
Research report
Data analysis
Data input Implementation external information (Data collection)
Research plan
Internal information (Data collection)
problem identity and literature review Specific environment general environment
Developed by Cool Pictures & MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved.SeΒιβλιοθήκη ondary Data Sources