国外原配套市场营销调研MarkeingResearch

PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyChapter3SpecifyingtheMarketingResearchProcessChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatgoodresearchrequiresgoodthinkingUnderstandthatnothingisaspracticalasagoodtheoryShowhowabroadresearchapproachisnarrowedintospecificmarketresearchquestionsDescribetheprocessestheresearchercarriesouttounderstandthecontextandhowtoapproachthemarketresearchproblemChapterObjectives(continued)UnderstandtheusefulnessofhypothesesaboutthemarketresearchproblemAppreciatetheimportanceofclearlyspecifyingtheinformationneededanditsrelationshiptotheresearchobjectivesDemonstratehowtospecifypractical,measurableandachievableresearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryTheApproachtoSpecifyingtheMarketingResearchObjectivesTodevelopaneffectiveandefficientresearchdesigntheresearchmustchoosethebasisonwhichtoexamtheproblemThisapproachistheoverallparadigm:AnoverallandfundamentalbasisonwhichasituationcanbeconsideredandanalysedConfidenceneededthatitisareasonablesetofassumptionswithwhichtoguidetheformulationoftheresearchobjectivesandtheresearchdesignmethodologyInconsumerbehaviourstudiesthebasicparadigmcouldbethatthebehaviourisrational,consciousdecisionmakingandnotbasedonrandomsubconsciousbehaviourTheApproachtoSpecifyingtheMarketingResearchObjectivesTaskstheresearchermayundertake:EstablishobjectivesandtheoreticalframeworkDevelopconceptualandanalyticalmodelsSettheresearchquestionsSpecifyappropriatehypothesesTheApproachtoSpecifyingtheMarketingResearchObjectivesIntheprocessofdevelopingaconceptualapproachandparadigmtherearefourimportantoutputsfortheresearchdesign:ListofresearchquestionsSpecificationofthenecessaryinformationProjectscopeResearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryEstablishingObjectiveTheoreticalFoundationsResearchshouldbebasedonobjectiveevidenceandsupportedbytheoryTheory:AconceptualschemebasedonfoundationalstatementscalledaxiomsthatareassumedtobetrueShouldbeobjectiveNotbeinfluencedbypre-conceivedorbiasedperspectivesShouldnotbiastheresultsEstablishingObjectiveTheoreticalFoundationsObjectiveevidenceisgatheredbycompilingrelevantfindingsfromsecondarysources––pastresearch,marketingplansandcommunicationstrategiesResearchersshouldrelyupontheorytodeterminewhichfactorstoinvestigatePastresearchontheorydevelopmentandtestingprovideimportantguidelinesfordeterminingtherelationshipbetweenfactorsTheoryfromreviewofacademicliteratureinbooks,journalsandmonographsEstablishingObjectiveTheoreticalFoundationsTheoreticalconsiderationsimportantto:OperationalisingandmeasuringfactorsSelectionofresearchdesignandsamplingOrganiseandinterpretfindingsConsiderableeffortshouldbeexpendedonestablishingthetheoryIfresearcherneglectstheorymorelikelyto:MisunderstanddataMisinterpretfindingsBeunabletointegratefindingswithpreviousfindingsbyothersNothingissopracticalasagoodtheoryEstablishingObjectiveTheoreticalFoundationsTheroletheoryplaysinvariousmarketingresearchphasesissummarisedasfollows:EstablishingObjectiveTheoreticalFoundationsTheoryplaysroleinbasicresearchbutrequirescreativityastheorymaynotadequatelyspecifytherealworldcaseTheoriesareincomplete:NeedtoidentifyotherfactorspertinenttothemarketingsituationStudentsaredirectedtoExample3.1andFig3.2(pp.81-2)foranillustrationhowpreviousresearch,whichestablishedthetheoreticalframework,providedasolidbaseonwhichtodevelopnewwaystothinkconceptuallyConductingtheLiteratureReviewReviewingbackgroundliteratureimportantReviewisboth:Active–searchingfortopicsrelevanttoproblemathandPassive––ongoingtokeepuptodatewithcurrentviews,etcStudentsaredirectedtoExample3.3andFig3.3(pp.83-4)foranillustrationhowaliteraturereviewhelpedshaperesearchdesign/informationcollectedDevelopingConceptualandAnalyticalModelsMarketresearchhasborrowedfromscientificmethodwhichisAtheory-to-proofmethodofdiscoverythatinvolvesastep-by-step,logical,organisedandrigorousapproachtounderstandingandsolvingproblemsConceptualisationisaboutestablishingrelationshipsbetweenfactors(variables)inananalyticalmodelConstructsareintangiblefactorswhicharenotreadilyobservableinthemselvesbutarethoughttobeimportantTwowaystogatherknowledge:InductiveapproachAmethodthattakesextensiveobservationthendrawsconclusionsDeductiveapproachAmethodthattheorisesfromexistingdataandthensetsouttoprovethetheorybasedonhypothesisandexperimentationInductionandDeductionDeductiveapproachstartswiththetheoryInductiveapproachstartswiththeinformationMODERATINGVARIABLESHypothetico-DeductiveMethodProvidesascientificapproachtoformulatingatheoreticalframeworkMODERATINGVARIABLESAlterthemannerandintensityoftherelationshipbetweentheindependent,intervening,anddependentvariablesINDEPENDENTVARIABLESTheprimaryfactorsorcontrollablevariablesINTERVENINGVARIABLESInterveningtheoreticalconstructsorconsequenceswhicharepartofthecause-and-effectrelationshipDEPENDENTVARIABLESPrimaryeffectsoroutcomesFig3.4IndependentvariablesVariablesthataremanipulatedbytheexperimenterandwhoseeffectsaremeasuredandcomparedDependentvariablesVariablesthatmeasuretheeffectoftheindependentvariablesonthetestunitsModeratingvariablesVariablesthatchangeoralterthenaturalinfluencetheindependentvariablehasonthedependentvariableInterveningvariablesVariablethatareintermediariesgeneratedbytheindependentvariableandhavingadefinableeffectonthedependentvariableHypothetico-DeductiveMethodAnexplicitspecificationofasetofvariablesandtheirinterrelationshipsdesignedtorepresentsomerealsystemorprocessinwholeorinpartVerbalModelProvidesawrittenrepresentationoftherelationshipsamongvariablesGraphicalModelProvidesavisualpictureoftherelationshipsamongvariablesMathematicalModelExplicitlydescribestherelationshipsamongvariables,usuallyinequationformAnalyticalModelsAnalyticalModelsSettingtheMarketingResearchQuestionsMRQsarerefinedstatementsofthespecificcomponentsoftheproblemEachcomponentmaybebrokendownintosubcomponentsorresearchquestionsResearchquestionsaskwhatspecificisrequiredResearchquestionsguidedby:ProblemdefinitionTheoreticalframeworkProposedanalyticalmodelSettingtheMarketingResearchQuestionsForexample:Forasurveyofshoppers:Dotheyexhibitloyaltytobrandsandstores?Aretheyimpulsiveshopperswhomakeimmediatepurchasesoncredit?Aretheymoreconsciousofpersonalappearancethancustomersofcompetingstores?Aretheyprice-consciousshoppers?Aretheyhabitual‘windowshoppers’whoenjoytheshoppingexperience?Isshoppingatotalexperience,includingshoppingwithfriendsoreatingoutwhileshopping?ResearchquestionscanberefinedtooneormorehypothesesSpecifyingAppropriateHypothesesHypothesis:UnprovenstatementorpropositionaboutafactororphenomenonTheyaremorethanjustquestionsMaybetentativestatementabouttherelationshipsbetweenfactorsinthetheoreticalframeworkoranalyticalmodelItsuggestsbothdependentandindependentvariablesfortheresearchdesignFig3.5DevelopmentofResearchQuestionsandHypothesesHypothesis:ProvidesguidelinesforwhatandhowdataaretobecollectedandanalysedNottobeconfusedwithastatisticalhypothesisMarketingResearchProblemResearchQuestionsHypothesesObjective/TheoreticalFrameworkAnalyticalModelSettingtheScopeoftheProjectInvolveslookingatthebroadandspecificcomponentsoftheprojectBroadnatureprovidesoverallcontext–anylimitswillbegintodefinethescopeSpecificcomponentsservetolimittheextentoftheresearchThosetobemeasuredarederivedfromthepurposeofthestudyandtheenvironmentalcontextIssuemaybepurchasenotconsumptionsobroadcontextrequiresinformationfromthehouseholdpurchaseIssuemayapplytocertaingeographicregionssothestudywouldbelimitedtothemDescribingtheInformationRequiredInformationlistshouldfollowfromdefiningtheproblemanddevelopingtheresearchapproachAguidetothisinformationiswhatcharacteristicsshouldbeaddressedinthesurveyinstrumentThereisnoonebestapproachforidentifyingrelevantcharacteristicsToensuretheinformationaddressesallcomponentsoftheproblemasetofdummytablesshouldbepreparedDescribingtheInformationRequiredDummytable:Blank––cataloguesdataDescribeshowanalysiswillbestructuredForcesspecificityofinformationdetailAlternativeistoworkbackwardsAlternativeApproachReferredtoasBackwardMarketResearchDeterminehowresultswillbeimplementedDecidereportcontent&appearanceSpecifyrequiredanalysisDeterminedataneededforanalysisChecksecondarysourcesDesigninstrument&samplingplantofilldatagapsConductfieldworkDoanalysisNB:Marketresearchisnotalwaysasequentialprocess––thereisfeedbackbetweenthevariousstepsDescribingtheInformationRequiredEachmarketingresearchproblemislikelytorequirethegenerationofuniqueinformation––invariablythefollowingaregathered:ConsumerdemographicandsocioeconomiccharacteristicsPsychographicandlifestylesPersonalityvariablesMotivationsKnowledgePastbehaviourAttitudesandopinionsIntentionsRefertoResearchinPractice3.1p.91foranillustrationofresearchquestionsandhypothesesSpecifyingtheMarketingResearchObjectives(MROs)MROs:NeedtobeclearlydefinedandmeasurableSpecifyexactlywhatinformationshouldbeobtainedfordecisionmakingResearchobjectivesarecriticaltonextstep––formulatingresearchdesignTheprocessofdevelopingtheMROsmayrefinetheresearchproblemandsuggestnewdecisionsarewarrantedWhenproperlydevelopedgoodobjectivesmaketheconstructionofthequestionnaireorgroupdiscussiontopicguiderelativelyeasierTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryChoosingtheBestApproachOftenmorethanonegoodapproachNoapproachperfectCreativityandingenuityneededforanapproachthatwillyieldinformationfordecisionmaking:EffectivelyEfficientlyRefertoTable3.3p.93foranexampleofhowtoprogressfrombusinessobjectivestoresearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryInternationalMarketingResearchPeoplehaveperceptions,motivations,attitudesandbeliefsTherearesocioculturaldifferencesHowdoWesterntheoriesfitinlessdevelopedcountries?Differentattitudeto“time”TopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummarySummarySpecifyingMROsisthe3rdstepinthemarketingresearchprocess–followsdefinitionofthemarketingresearchproblemTospecifymeasurableMROs:Establishobjective/theoreticalframeworkDevelopconceptual/analyticalmodelsSetresearchquestionsSpecifyhypothesesConsiderscopeandrelevantcharacteristicsDescribenatureofinformationneededLeadstothecriticaloutput–thedefinitionandspecificationofMROsSummary(continued)ApproachshouldbebasedonobjectiveorempiricalevidenceandgroundedintheoryRelationshipsbetweenvariables,factorsandconstructsmaybesummarisedinanalyticalmodel:VerbalGraphicalMathematicalStatethebroadscopeandrelevantfactorsdescribedMarketingresearchquestions:ArerefinedstatementsofthecomponentsoftheproblemGuidethespecificinformationforthecomponentsSummary(continued)Researchquestions:MayberefinedintohypothesesThenstatedasMROsDummytablesarejustonetooltoensurerequireddataarecollectedInformationrequired:Endproductofthisprocess:ResearchdesignQuestionnaireand/ortopicguideforqualitativeresearch9、静夜四无无邻，荒居居旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄叶叶树，灯下下白头人。。。02:54:2402:54:2402:541/5/20232:54:24AM11、以我独独沈久，，愧君相相见频。。。1月-2302:54:2402:54Jan-2305-Jan-2312、故人人江海海别，，几度度隔山山川。。。02:54:2402:54:2402:54Thursday,January5,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2302:54:2402:54:24January5,202314、他乡生白发发，旧国见青青山。。05一月20232:54:24上午02:54:241月-2315、比不了得得就不比，，得不到的的就不要。。。。一月232:54上上午1月-2302:54January5,202316、行动出成果果，工作出财财富。。2023/1/52:54:2402:54:2405January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。2:54:24上上午2:54上上午02:54:241月-239、没有有失败败，只只有暂暂时停停止成成功！！。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。02:54:2402:54:2402:541/5/20232:54:24AM11、成功就是日日复一日那一一点点