市场调研Marketing-research课件.ppt

1、Marketing Research andInformation Week 31Slide 6.2Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013What is marketing research?Marketing research is defined as the systematic design, collection, analysis and reporting of data and findings relevan

2、t to a specific marketing situation facing the company.2Why market research? Marketers have many questions they would like answers to: What doubts do consumers have about our products? Does it pay to introduce new packaging? Why are our sales declining? Which regions/countries should we expand in? H

3、ow effective was our recent ad campaign?3Slide 6.4Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013The marketing research processFigure 6.1 The marketing research process. 4Slide 6.5Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2

4、nd edition Pearson Education Limited 2013Step 1: Define the problem Define the problem Specify decision alternatives State research objectives5Slide 6.6Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Step 2: Develop the research planData source

5、sContactmethodsResearchinstrumentsSamplingplanResearch approach6Slide 6.7Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Research approachesObservationFocus groupSurveyBehavioral dataExperimentationEthnographic7Slide 6.8Kotler, Keller, Brady, G

6、oodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013The traditional marketing research approachThe traditional marketing research approach means that desk research comes first, providing information for the qualitative research, which in turn feeds into the quantitative w

7、ork. 6.9Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Research instruments Questionnaires Qualitative measures Technological devices9Slide 6.10Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited

8、 2013Questionnaires dos and dontsKKBGH: 220 Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive ca

9、tegories Allow for other in fixed response questions10Slide 6.11Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types dichotomousIn arranging this trip, did you contact Virgin Atlantic? Yes No11Slide 6.12Kotler, Keller, Brady, Goodman,

10、 Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organised tour groupQuestion types multiple choice12Slide 6.13Kotler, Keller, Brady, Goodman, Ha

11、nsen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types-Likert scaleIndicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree13Sl

12、ide 6.14Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types semantic differentialVirgin AtlanticLarge .SmallExperienced.InexperiencedModern. Old-fashioned14Slide 6.15Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd e

13、dition Pearson Education Limited 2013Question types importance scaleAirline food service is _ to me. Extremely important Very important Somewhat important Not very important Not at all important15Slide 6.16Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Li

14、mited 2013Question types rating scale Virgin Atlantics food service is _. Excellent Very good Good Fair Poor16Slide 6.17Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types intending to buy scaleHow likely are you to purchase tickets

15、on Virgin Atlantic if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy17Slide 6.18Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types completely unstructuredSource: Ge

16、tty Images What is your opinion of Virgin Atlantic?18Slide 6.19Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types word associationWhat is the first word that comes to your mind when you hear the following?Airline _British _Travel _1

17、9Slide 6.20Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Question types sentence completionWhen I choose an airline, the most important consideration in my decision is: _.20Slide 6.21Kotler, Keller, Brady, Goodman, Hansen, Marketing Managemen

18、t, 2nd edition Pearson Education Limited 2013Question types story completionI flew Virgin a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story. _21Slide 6.22Kotler, Keller, Brady,

19、Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Qualitative measuresWord associationProjective techniquesVisualisationBrand personificationLaddering22Slide 6.23Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Qua

20、litative measuresWord association: what comes to mind when you think of Mercedes-Benz cars?Projective techniques: completion tasks: bubble exercises; comparisons to animalsVisualisation: drawings/collage depicting perceptions of brands, experiences etc Brand personification: if M-B came alive as a p

21、erson, what would ?Laddering: asking why? to get deeper and deeper23Situation-projective technique respondents are shown drawings of situations involving the brand (e.g. a woman driving a Mercedes) and asked to describe: the situations their thoughts/feelings of the people involved 24object-projecti

22、ve techniques (OPT) respondents are asked to describe the brand in terms of: an animal a vegetable a country, etc. 25Slide 6.26Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Technological devices GalvanometersTachistoscopeEye camerasAudiometer

23、sGPS26Slide 6.27Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Sampling plan Sampling unit: Who is to be surveyed?Sample size: How many people should be surveyed?Sampling procedure: How should the respondents be chosen?27Slide 6.28Kotler, Kell

24、er, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Types of samplesTable 6.2 Probability and non-probability samples28Slide 6.29Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Contact methodsMail questio

25、nnaireTelephoneinterviewPersonalinterviewOnlineinterview29Slide 6.30Kotler, Keller, Brady, Goodman, Hansen, Marketing Management, 2nd edition Pearson Education Limited 2013Pros and cons of online researchAdvantages Inexpensive Fast Accuracy of data, even for sensitive questions VersatilityDisadvanta

26、ges Small samples Skewed samples Technological problems Inconsistencies30Active contact Some market research is done with willing consumers Top Gear: Viewers voted for their top driving song CD launched 31What is qualitative research? Definition: “techniques of data collection and analysis that rely

27、 on non-numerical data” (Cassell et. al., 2006: 162) Techniques focus on textual data or visual images Sounds, pictures, videos, music, songs, poetry, etc.32Quantitative or Qualitative(complementary not competitive) Quantitative research focus:“the degree in which phenomena possess certain propertie

28、s, states and characters”; Qualitative research focus: “the properties, the state and the character (i.e., the nature of phenomena)”(Labuschagne, 2003: 100)33Closer to real life Focus groups can be to detached from real life artificial Growth is observational research Accompanied shopping Sitting wi

29、th internet shoppers Living with consumers Mystery shopping 34Direct human observation How it is done: Researcher behaves as a normal customer, and unobtrusively observes interactions Writes-up detailed field notes (including verbatim comments Analyses and compares observations 35Problems with direc

30、t human observation A time-consuming technique Potential for mistakes in registering what is going on Does not accurately gauge customers perception of the encounter (including situational factors) Research recall may be biased or limited Potential to observe covertly may be limited Danger of influe

31、nce (“observer effect”)36Consumer-to-consumer conversations Examined stranger conversations within an extended service experience Natural setting: observation of 65 rail journeys various routes (in UK) different times and days of week 300 pages of field notes Identified: 10 types of passenger behavi

32、our various roles of C2C conversation: Operational and social conversation sequence patterns37Video observation The researcher: observes and inconspicuously films encounters or just views the film Film: captures body language and tone of voice allows a focus on the early stage of the encounter befor

33、e it is known to be a critical interaction can be viewed many times can be viewed by the whole research team (hence enables discussion) can be used as input to customer interaction training38SAS study: observation research using video cameras Based on 3,500 h of video data “By observing customers in

34、 real situations we get a more objective impression of how they behave” Enabled a passenger definition of travel experience Revealed a huge variety of passengers activities 40 problems identified Helped understand needs and expectations -50 minor improvements resulted39Video observation Everyday Liv

35、es: Films people doing everyday things Shopping, preparing food, brushing teeth Film analysed for new opportunities40Study references Gustafsson, A., Ekdahl, F. and Edvardsson, B., (1999), “Customer focused service development in practice: A case study at Scandinavian Airlines System (SAS)”, IJSIM, 10 (4): 344-358. Harris, K. and Baron, S. (2004), “Consumer-to-Consumer Conversations in Service Settings”, Journal of Service Research, 6 (3): 287-303. 41