管理研究方法(英文版 第13版)教学课件BRM13e_PPT_ch01_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。
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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)教师手册Appendix_How_the_Research_Indu
AppendixHow the Research Industry WorksAPPENDIX LECTURE NOTES•The research industry is one of extremes.–Very large suppliers account for the sales portion of sales in the industry.–Smaller firms and one-person shops dominate when you look at the number of research firms.•Exhibit 1a-1 provides an overview of the suppliers within the research industry. Internal Research Suppliers•Firms that rely on research to make decisions are likely to have an internal research department or an individual who coordinates research initiatives.•The number of firms with internal research departments began to grow in the 1960s.•In the 1970s, researchers were often assigned to a functional area, such as marketing, and reported to the executive in charge of that area.♦The researcher’s influence at the strategic level was constrained by their role… order takers who reacted to the demand for research projects and reports.♦Through the 1990s, the accuracy and actionability of the information provided by research was thought to be low.•In 2001, the Cambridge Group and ARF sought to redefine the research function in order to make it more relevant to senior management.♦Based on executives’ feedback, research began to expand into such areas as: –Providing actionable insights–Reducing risk in marketplace actions–Improving return on investment•This evolution is consistent with Northwestern’s Philip Kotler’s contention that, as costs rise, CEOs and board members demand greater accountability for decisions andexpenditures.•However, there is no trend toward staffing large internal research departments. In poor economic times, internal research departments may be eliminated altogether, becausefirms feel that such services are expendable or available from external suppliers.•In some ways, the prominence of the DSS and BIS functions has forced the researcher into an even more subordinate role.•While both information technology management and research are critical, in most organizations the two functions have little to do with one another.External Research Suppliers•More than 2,000 research firms operate in the United States.Research Firms•Full Service Firms♦Full-service researchers include some of the largest research firms, and some of the smallest.♦Exhibit 1a-2 identifies some of the largest firms.♦These firms are often involved in research planning from the moment of discovery ofa dilemma or from the definition of a management question.♦Such firms often have expertise in both quantitative and qualitative methodologies, as well as multifaceted facilities.♦Some are capable of working in worldwide venues, while others are limited to one industry or geographic region.♦These firms are often a combination of research and consulting operations.•Custom Researchers♦Often described with phrases like “ad hoc research” or “custom-designed research”♦ A custom researcher crafts a research design unique to the decision maker’s dilemma. In other words, each project starts from ground zero.♦What is implied is that such firms do not assume that a given methodology is appropriate for each client’s research.♦Although a custom researcher may not always be a full-service research firm, a full-service researcher would always fit into the custom research category.•Proprietary Methodology Researchers♦ A proprietary methodology is a research program or technique that is owned by a single firm.♦It may be a new method developed by the firm, or a twist on an established methodology.♦Firms often brand these methodologies to distinguish themselves from the competition. (ACNielsen did this with its Homescan syndicated panel.) ♦The Gallup Organization reinvented itself using the proprietary research model, moving from public opinion pollster and custom researcher to research-basedconsulting firm.–Q12 is a Gallup proprietary methodology that uses 12 questions to measure customer engagement.–Gallup uses these same questions with all clients, so Q12 serves as a benchmark diagnostic for its subsequent consulting work.–These questions and the survey instrument are copyrighted to guarantee that its intellectual property remains protected.–Having a proprietary method allows Gallop to charge significant premiums for its research and consulting services.•Specialty Research Firms♦Specialty researchers represent the largest number of research firms.♦These firms specialize in one or more arenas:–Methodology–Process–Industry–Participant group–Geographic region♦They may also perform a subset of a methodology specialty, such as:–Offering focus group moderators, but not the focus group facilities–Offering recruitment of focus group participants, but not the facilities or the moderator♦Firms doing observation studies are another subset of specialty researchers.–They often study retail shoppers♦Envirosell and Design Forum both offer observation studies–Envirosell’s research is designed to make retail environments and processes more productive.–Design Forum uses research to create internal and external environments that establish and reinforce the retailer’s image.♦Ethnography is a type of study that combines the skills of cultural anthropologists with communication and business experts.♦Firms providing Web page optimization research and Web performance metrics are an emerging group of methodology specialists. (Yahoo!, NetIQ, NetConversions) ♦Other specialty research firms:–MORInsight: employee research–Mercer HR Consulting: employee research–Survey Sampling, Inc.: suppliers of samples for telephone, mail, and online surveys.–Greenfield Online: assists research firms by providing online samples and a large panel of opt-in participants in the online community.–Qualtrics Labs: an array of software and service products–: complex surveys–: online surveys–Training Technologies, Inc.: designs, fields, tracks, and posts survey results ♦Specialty researchers often assist other research firms with their projects. •Syndicated Data Providers:♦ A syndicated data provider tracks the change of one or more measures over time, usually in a given industry.–Product movement may be tracked through retail outlets and wholesale environments.–Sales performance may be tracked through coupon drop, distribution of product samples, special events, etc.–May also be responsible for tracking price elasticity.♦Frequency of data collection and reporting is based on the need of the members in the syndicate.–Nielsen Media Research is well known for its People Meter research that reveals the viewing habits of television watchers. Data is collected four time per yearduring sweep weeks.–Exhibit 1a-3 lists some syndicated data providers.•Omnibus Researchers♦Specializes in fast survey research, such as 24- to 48-hour turnaround♦An omnibus researcher fields research studies, often by survey, at regular, predetermined intervals.♦An omnibus study combines one (or a few) questions from several decision makers who need information from the same population.♦Typically bills by the number of questions ($700 to $1,500 per question).♦Research generally done via phone or internet.♦Exhibit 1a-4 shows samples of Omnibus studies.•Communication Agencies♦Advertising, public relations, sales promotion, and direct marketing agencies are heavy users of syndicated research data.♦It is difficult to develop a creative strategy without research on target audience knowledge, motivations, attitudes, and behavior.♦Some agencies do extensive basic research on:–Ad recall and wear-out–Ad placement effectiveness–Effectiveness of creative approaches–ROI on media buys–Effectiveness of different action stimulants♦All agencies do extensive testing when building a campaign. Such measures combine custom research with syndicated research to explain why a campaign was a success. •Consultants♦Offer a wide range of services at the strategic and tactical levels.♦All are involved in doing extensive secondary data research for clients.♦May be major influencers in research design.♦Are often involved in the interpretation of results.♦Some conduct both qualitative (focus groups, expert interviews) and quantitative studies (surveys) as they seek new opportunities or solutions to their clients’ problems.•Trade Associations♦Promote, educate, and lobby for the interests of their members.Not all conduct or supply research services.。
《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
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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(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.)
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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
© 2019 McGraw-Hill Education.
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
© 2019 McGraw-Hill Education.
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
财务管理英文第十三版ch1.ppt
Independent Project
For this project, assume that it is independent of any other potential projects that Basket Wonders may undertake. Independent -- A project whose acceptance (or rejection) does not prevent the acceptance of other projects under consideration.
13-5
Payback Period (PBP)
0
1
2
3
4
5
-40 K
10 K
12 K
15 K
10 K
7K
PBP is the period of time required for the cumulative expected cash flows from an investment project to equal
the initial cash outflow.
13-6
Payback Sol4
5
-40 K(-b) 10 K 10 K
12 K 22 K
15 K
10 K(d) 7 K
37 K(c) 47 K 54 K
Cumulative Inflows
13-7
PBP
=a+(b-c)/d = 3 + (40 - 37) / 10 = 3 + (3) / 10 = 3.3 Years
13-13
IRR Solution (Try 15%)
$40,000 = $10,000(PVIF15%,1) + $12,000(PVIF15%,2) + $15,000(PVIF15%,3) + $10,000(PVIF15%,4) + $ 7,000(PVIF15%,5)
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1-7
Types of Business Intelligence
Government/ Regulatory
Competitive
Demographic
Business Intelligence
Economic
Technological
Cultural/ Social
1-8
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Intervening
May affect IV-DV relationship but can’t be observed.
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1-19
Relationships Among Variable Types
Looks for patterns in historical data
Can’t answer “WHY”
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1-9
Stages in the Business Research Process
1-10
The Scientific Method
Direct observation Clearly defined variables
Clearly defined methods Empirically testable Elimination of alternatives Statistical justification Self-correcting process
complement each other. The language of professional researchers.
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1-3
Business Planning Drives Business Research
Tools
Powerful Computation
1-6
Where Business Collects Information
Conversations
Transactions
Sources
Observations
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1-8
Research vs. Analytics
Research
Current-problem focused
Collects new data Can infuse new with
historical data Can answer “WHY”
Data Analytics
Used to understand the past
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1-11
Language of Research
Concepts
Constructs
Models Theory
Terms used in research
1-13
Job Redesign Constructs and Concepts
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1-14
Operational Definitions
How can we define the variable “class level of students”?
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1-21
Relationships Among Variable Types
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William C. Pink senior partner
Creative Analytics
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1-2
Learning Objectives
Understand . . . How business research and data analytics
Chapter 1
RESEARCH FOUNDATIONS & FUNDAMENTALS
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1-1
Research Thought Leader
“As big data increases, we see a parallel growth in the need for ‘small data’ to answer the questions it raises.”
Hypotheses
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Conceptual schemes Operational definitions
Variables
1-12
Language of Research
Success of
Research
Clearly conceptualized concepts & constructs
Shared understanding of concepts & constructs
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1-16
Types of Variables
Dependent
Expected to be affected by the independent variable
Independent
Expected to affect the independent variable
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Shifting Global Economics
Critical Scrutiny of Business
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1-5
Computing Power and Speed
1-15
Variable: The Property Studied
Event
Characteristic
Variable
Attribute
Act Trait
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The switch to commission from a salary compensation system (IV) will lead to increased sales (DV) per worker, especially more experienced workers (MV).
Integration of Data
Real-time Access
Lower-cost Data
Collection
Factors
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Better Visualization
New Research Perspectives
Computing Power & Speed
Battle for Analytical
Talent
Information Overload
Factors
Government Intervention
Technological Connectivity
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1-20
Moderating Variables (MV)
The introduction of a four-day week (IV) will lead to higher productivity (DV), especially among younger workers (MV)
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