《市场营销英语》课件—Types of Marketing Research
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Exploratory research
Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. Usually exploratory research is conducted with the expectation that subsequent research will be required to provide such conclusive evidence.
Unit 4. Types of Marketing Research
Marketing Research
Marketing research provides information to reduce uncertainty. It helps focus decisionmaking. Sometimes marketing researchers know exactly what their marketing problems are and design careful studies to test specific hypotheses. For example, a soft drink company introducing a new clear cola might want to know whether a gold or silver label would make the packaging more effective. This problem is fully defined and an experiment may be designed to answer the marketing question with little preliminary investigation.
Types of Marketing Research
Exploratory Research
Descriptive Research
Causal Research
•Gathers preliminary information that will help define the problem
and suggest hypotheses.
•Describes things as market potential for a product or the demographics and consumers’ attitudes.
•Test hypotheses about causeand-effect relationships.
Exploratory research is conducted to clarify the nature of ambiguous problems. Management may have discovered a general problem, but it may need research to gain a better understanding of the dimensions of the problem and to aid analysis.
3ቤተ መጻሕፍቲ ባይዱ
Types of Marketing Research
(See P59-60)
Marketing research can be classified on the basis of either technique or function. Experiments, surveys, and observational studies are just a few common research techniques. Classifying research by its purpose or function shows how the nature of the marketing problem influences the choice of methods. The nature of the problem will determine whether the research is (1) exploratory, (2) descriptive, or (3) causal.
Rushing into detailed surveys before less expensive and more readily available sources of information have been exhausted can lead to serious mistakes. For example, suppose a Chinese fast-food restaurant chain is considering expanding its hours and product line with a breakfast menu, Exploratory research with a small number of Current customers might find a strong negative reaction to eating a spicy vegetable breakfast at a Chinese fast food outlet. Thus, exploratory research might help crystallize a problem and identify information needed for future research.
Descriptive Research
The major purpose of descriptive research, as the name implies, is to describe characteristics of a population. Marketing managers frequently need to determine who purchases a product, portray the size of the market, identify competitors' actions, and so on. Descriptive research seeks to determine the answers to why, what, when, where, and how questions. Infiniti learned from descriptive research that Americans generally start to shop for a car by considering six models. They then narrow the field and usually visit three show rooms before they settle on a model. This takes an average of two weeks.
Exploratory research
Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. Usually exploratory research is conducted with the expectation that subsequent research will be required to provide such conclusive evidence.
Unit 4. Types of Marketing Research
Marketing Research
Marketing research provides information to reduce uncertainty. It helps focus decisionmaking. Sometimes marketing researchers know exactly what their marketing problems are and design careful studies to test specific hypotheses. For example, a soft drink company introducing a new clear cola might want to know whether a gold or silver label would make the packaging more effective. This problem is fully defined and an experiment may be designed to answer the marketing question with little preliminary investigation.
Types of Marketing Research
Exploratory Research
Descriptive Research
Causal Research
•Gathers preliminary information that will help define the problem
and suggest hypotheses.
•Describes things as market potential for a product or the demographics and consumers’ attitudes.
•Test hypotheses about causeand-effect relationships.
Exploratory research is conducted to clarify the nature of ambiguous problems. Management may have discovered a general problem, but it may need research to gain a better understanding of the dimensions of the problem and to aid analysis.
3ቤተ መጻሕፍቲ ባይዱ
Types of Marketing Research
(See P59-60)
Marketing research can be classified on the basis of either technique or function. Experiments, surveys, and observational studies are just a few common research techniques. Classifying research by its purpose or function shows how the nature of the marketing problem influences the choice of methods. The nature of the problem will determine whether the research is (1) exploratory, (2) descriptive, or (3) causal.
Rushing into detailed surveys before less expensive and more readily available sources of information have been exhausted can lead to serious mistakes. For example, suppose a Chinese fast-food restaurant chain is considering expanding its hours and product line with a breakfast menu, Exploratory research with a small number of Current customers might find a strong negative reaction to eating a spicy vegetable breakfast at a Chinese fast food outlet. Thus, exploratory research might help crystallize a problem and identify information needed for future research.
Descriptive Research
The major purpose of descriptive research, as the name implies, is to describe characteristics of a population. Marketing managers frequently need to determine who purchases a product, portray the size of the market, identify competitors' actions, and so on. Descriptive research seeks to determine the answers to why, what, when, where, and how questions. Infiniti learned from descriptive research that Americans generally start to shop for a car by considering six models. They then narrow the field and usually visit three show rooms before they settle on a model. This takes an average of two weeks.