第二章 定义市场营销研究问题与确定研究方法

客观/理论基础 分析模型 研究问题 假设 明确所需信息

国际市场营销研究 市场营销研究道德


9. International Marketing Research 10. Ethics in Marketing Research
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When we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,

我们碰面时，他给我看 了一份调查问卷，同时 问我该如何分析得到的 数据。我问他的第一个 问题就是
Chapter Outline 章节大纲

11. Summary 12. Key Terms and Concepts

总结 重要术语与概念
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Chain Restaurant Study 连锁餐馆研究



一天，我接到一个研究 分析人员的电话。他自 称是我的大学同学，在 镇上的一家连锁餐馆工 作，此时在分析营销研 究中他所收集到的数据， 但他需要这方面的帮助。
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Chain Restaurant Study 连锁餐馆研究
Fig. 2.1
相关工作
同决策者讨论 专家访谈
二手数据 分析
定性研究
问题的环境背景 第一步：定义问题
管理决策问题
营销研究问题
第二步：确定研究方法 客观/理 论基础 分析模型： 描述性、 数学模型 确认所需 信息
研究问题
假设
第三步：研究设计 13 ZHAODongyang Panzhihua University 2011/2/11
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当我看见他一脸的迷茫 的时候，我向他解释数 据分析并不是一项孤立 的工作， 相反，数据分析的目标 应该是为所面临的问题 提供相关的信息。
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Chain Restaurant Stuห้องสมุดไป่ตู้y

I was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not exist. So before going any further, I had to define the marketing research problem.
同决策者讨论 专家访谈 二手数据分析 定性研究
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Chapter Outline 章节大纲

5. Environmental Context of the Problem



问题的环境背景



i. Past Information and Forecasts ii. Resources and Constraints iii. Objectives iv. Buyer Behavior v. Legal Environment vi. Economic Environment vii. Marketing and Technological Skills
Chapter Outline 章节大纲


7. Defining the Marketing Research Problem 8. Components of an Approach


定义营销研究问题 研究框架的组成


i. Objective / Theoretical Foundations ii. Analytical Model iii. Research Questions iv. Hypothesis v. Specification of Information Needed


问题审计是为了了解问题的根源和 本质而对营销研究问题进行的一项 综合性的检查：






1. The events that led to the decision that action is needed, or the history of the problem 2. The alternative courses of action available to the DM 3. The criteria that will be used to evaluate the alternative courses of action 4. The potential actions that are likely to be suggested based on the research findings 5. The information that is needed to answer the DM's questions 6.The manner in which the DM will use each item of information in making the decision 7. The corporate culture as it relates to decision making
Step I: Problem Definition
Management Decision Problem
Marketing Research Problem
Step II: Approach to the Problem
Analytical Model: Verbal, Graphical, Mathematical Specification of Information Needed
Tasks Involved in Problem Definition 相关工作

Discussions with Decision Makers Interviews with Industry Experts Secondary Data Analysis Qualitative Research
Chapter Two Defining the Marketing Research Problem and Developing an Approach 第二章 定义市场营销研究问题与确定研 究方法
教学目的

理解定义营销研究问题的重要性和过程 描述定义问题的相关工作 明确管理决策问题和营销研究问题之间的区别 解释定义明确的营销研究问题的结构

同决策者讨论 专家访谈 二手数据分析 定性研究
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The Problem Audit 问题审计

The problem audit is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.
One day I received a phone call from a research analyst who introduced himself as one of our alumni. He was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.
Fig. 2.1
Discussion with Decision Maker(s)
Tasks Involved
Interviews with Experts
Secondary Data Analysis
Qualitative Research
Environmental Context of the Problem
Objective/ Theoretical Foundations
Research Questions
Hypotheses
Step III: Research Design
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The Problem Definition Process 问题定义过程

当我完成了这项工作之 后，我发现收集到的很 多信息与研究的问题没 有太大的关系。由此看 来，整个研究就是一种 资源的浪费。必须针对 已识别的问题重新设计 和实施一项新的研究项 目。
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The Problem Definition Process
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Chain Restaurant Study 连锁餐馆研究


When he looked perplexed, I explained that data analysis is not an independent exercise. Rather, the goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.

详细论述研究方法的组成部分
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Chapter Outline 学习内容


1. Overview 2. Importance of Defining a Problem 3. The Process of Defining the Problem and Developing an Approach 4. Tasks involved in Problem Definition

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本章概要 定义问题的重要性 定义问题和确定研究方法 的过程 涉及定义问题的相关任务

i. Discussions with Decision Makers ii. Interviews with Industry Experts iii. Secondary Data Analysis iv. Qualitative Research


历史信息与预测 资源与约束 目标 购买者行为 法律环境 经济环境 营销与技术水平

管理决策问题和营销研究 问题

6. Management Decision Problem and Marketing Research Problem
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Once that was done, I found that much of the data collected was not relevant to the problem. In this sense, the whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.


令我吃惊的是，他竟然 对于他的营销研究问题 没有清楚地认识，而且 没有任何关于问题定义 的书面资料。 因此，在进行任何深入 的探讨之前，我必须先 定义营销研究问题。
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Chain Restaurant Study