胡佳燕 研究分析与报告平时作业.docx

胡佳燕 研究分析与报告平时作业.docx

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胡佳燕研究分析与报告平时作业

BSBRES401A

AnalyzeandPresentResearchInformation

After-classAssignment

12IBClass_12IB02___

NameinChinese（中文姓名）___胡佳燕__________

NameinPinYin（姓名拼音）__HuJiayan________

StudentRegistrationNumber（学号）___***********_____

Task1TheRoleofMarketingResearch（Chapter1）

1.WhatistheMarketingResearch?

2.WhatarethedifferencesbetweenBasicResearchandAppliedResearch?

3.WhatistheMarketingConceptconcernedwith?

4.Whatfourstagesdoesamarketingstrategyinvolve?

5.Whichfactorsshouldbeconsideredwhenamarketingmanagerfacesthedecisionwhentoconductamarketingresearch?

Pleaseexplain.

1.MarketingResearchistheapplicationofthescientificmethodinsearchingforthetruthaboutmarketingphenomena.Researchapplicationsincludedefiningmarketingopportunitiesandproblems,generatingandevaluatingmarketingideas,monitoringperformanceandunderstandingthemarketingprocess.

2.Appliedmarketingresearchisconductedtoaddressaspecificmarketingdecisionforaspecificfirmororganization.

Basicmarketingresearchisconductedwithoutaspecificdecisioninmind,anditusuallydoesnotaddresstheneedsofaspecificorganization.

Sometimesresearchersusedifferenttermstorepresentthesamedistinction.Somereservethetermmarketingresearchtorefertobasicresearch.Then,thetermmarketresearchisusedtocaptureappliedresearchaddressingtheneedsofafirmwithinaparticularmarket.Whilethedistinctionisveryusefulindescribingresearch,thereareveryfewaspectsofresearchthatapplytoonlybasicoronlyappliedresearch.Inaddition,wewillusethetermmarketingresearchmoregenerallytorefertoeithertypeofresearch.

3.Themarketingconceptisacentralideainmodernmarketingthinkingthatfocusesmoreonhowthefirmprovidesvaluetocustomersthanonthephysicalproductorproductionprocess.Marketconceptconcernedwithconsumerdesires,beliefsandattitudesbecomesessential.

4.Developingandimplementingamarketingstrategyinvolvesfourstages:

（1）Identifyingandevaluatingmarketopportunities

（2）Analyzingmarketsegmentsandselectingtargetmarkets,

（3）Planningandimplementingamarketingmixthatwillprovidevaluetocustomersandmeetorganizationalobjectives

（4）Analyzingfirmperformance

5.Whenconfrontingkeydecision,amarketingmanagermustinitiallydecidewhetherornottoconductmarketingresearch.Thedeterminationoftheneedformarketingresearchcenterson

（1）timeconstraints,

（2）theavailabilityofdata,（3）thenatureofthedecisiontobemade,and（4）thevalueoftheresearchinformationinrelationtocosts.

（1）Timeconstraints:

Systematicresearchtakestime.Inmanyinstancesmanagementbelievesthatadecisionmustbemadeimmediately,allowingnotimeforresearch.

（2）AvailabilityofData:

Oftenmanagersalreadypossessenoughinformationtomakesounddecisionswithoutadditionalmarketingresearch.

3）NatureoftheDecision:

Thevalueofmarketingresearchwilldependonthenatureofthemanagerialdecisiontobemade.

4）BenefitsversusCosts:

Therearebothcostsandbenefitstoconductingmarketingresearch.

Task2（Chapter3,5）

1.Whatarethethreetypesofmarketingresearch?

Decidewhetherthefollowingresearchesshouldbeexploratory,descriptive,orcasual,andbrieflygiveyourreasons.

（1）Establishingthefunctionalrelationshipbetweenadvertisingandsales.

（2）Investigatingconsumerreactionstotheideaofanewlaundrydetergentthatpreventsshrinkageinhotwater.

（3）Identifyingtargetmarketdemographicsforashoppingcentre.

2.Listthestagesintheresearchprocess.

3.WhatistheIcebergPrinciple?

4.Giveexamplesforcategoricalvariableandcontinuousvariable.

5.Howtodistingusihadependentvariablefromanindependentvariable?

6.Whenshouldweconductaqualitativeresearch?

7.Pleaseexplainthecategoriesofqualitativeresearch.

8.Ifaresearcherwantedtoconductafocusgroupdiscussionwithteenagers,whatspecialconsiderationmightbenecessary?

9.Whatisaprojectivetechnique?

Howisitused?

Pleasegiveanexampletoillustratetheuseofaprojectivetechnique.

1.ThethreetypesofmarketingresearchisExploratoryResearch,DescriptiveResearchandCasualResearch.

（1）IthinkitshouldbedescriptiveResearch.Itisambiguoussituationssothatweshouldusedescriptiveresearch.

（2）IthinkitshouldbeDescriptiveResearch.Becausedescriptiveresearchaddressestheconsumerreactionstotheideaofanewlaundrydetergentthatpreventsshrinkageinhotwater.

（3）IthinkitshouldbecasualResearch.Ithinkthatthetargetmarketisreasonandtheshoppingcentreisresult.

2.

（1）Definingtheresearchobjectives

（2）Planningaresearchdesign

（3）Planningasample

（4）Collectingthedata

（5）Analyzingthedata

（6）Formulatingtheconclusionsandpreparingthereport

3.TheicebergprincipleisawritingtheorystatedbyafamousAmericanwriter,ErnestHemingway,asfollows:

Ifawriterofproseknowsenoughaboutwhatheiswritingabouthemayomitthingsthatwillhaveafeelingofthosethingsasstronglyasthoughthewriterhadstatedthem.Thedignityofmovementofanicebergisduetoonlyone-eighthofitbeingabovewater.Agoodwriterdoesnotneedtorevealeverydetailofacharacteroraction.

4.Theexampleofcategoricalvariable:

The bloodtype ofaperson:

A,B,ABorO.

Theexampleofcontinuousvariable:

Ifinthestudyoftheecologyofalake,wemakedepthmeasurementsatrandomlychosenlocation,thenX=thedepthatsuchalocationisacontinuousvariable.HereAistheminimumdepthintheregionbeingsampled,andBisthemaximumdepth.

5.The“dependentvariable”representstheoutputoreffect,oristestedtoseeifitistheeffect.The“independentvariables”representtheinputsorcauses,oraretestedtoseeiftheyarethecause.Othervariablesmayalsobeobservedforvariousreasons.

E.g.Y=f（X）,IfthereissomerelationspecifyingYintermsofX,thenYisknownasadependentvariableandXisanindependentvariable.

6.

（1）Whenitisdifficulttodevelopspecificandactionabledecisionstatementsorresearchobjectives.

（2）Whentheresearchobjectiveistodevelopanunderstandingofsomephenomenaingreatdetailandinmuchdepth.

（3）Whentheresearchobjectiveistolearnhowcustomersuseaproductinitsnaturalsettingortolearnhowtoexpresssomeconceptincolloquialterms.

（4）Whensomebehaviortheresearcherisstudyingisparticularlycontext-dependent-meaningthereasonssomethingislikedorsomebehaviorisperformeddependsverymuchontheparticularsituationsurroundingtheevent.

（5）Whenafreshapproachtostudyingsomeproblemisneeded.Thisisparticularlythecasewhenquantitativeresearchhasbeenlessthansatisfying.

7.

（1）FocusGroupInterview

（2）DepthInterview（3）Conversations（4）Semi-StructuredInterviews（5）WordAssociation/SentenceCompletion（6）Observation,Collages（7）ThematicApperception/CartoonTests.

8.Whenweconductafocusgroupdiscussionwithteenagers,weshouldconsiderthattime,place,moderator.First,theteenagerdon’tlikespendmoretimeinfocusgroupdiscussion,sothatweshouldmakethespeechshorterandconcise.Second,theteenagerneedcomfortableplacetotalkandbreak.Finally,theteenagerdon’tunderstandyourspeechifyouusemoreofficialwords.

9.Projectivetechniqueisanindirectmeansofquestioningenablingrespondentstoprojectbeliefsandfeelingsontoathirdparty,aninanimateobjectoratasksituation.

E.g.IfyoutellaChinesetheword“redpaper”,heorshemaybeimagethe“money”.

Task3（Chapter7）

1.Pleaseexplaintwomajorsourcesofsurveyerrors.

2.Whatarethesourcesofrespondenterror?

Pleaseillustrate.

3.Whatarethesourcesofadministrativeerror?

Pleaseillustrate.

4.Whattypeofcommunicationmediumwouldyouusetoconductthefollowingsurveys?

Why?

（1）Surveyofthebuyingmotivesofindustrialengineers.

（2）Surveyofthesatisfactionlevelsofrental-carusers.

（3）Surveyofviewers’awarenessoftelevisioncommercialadvertising

（4）Surveyoftopcorporateexecutives.

1.TwomajorsourcesofsurveyerrorsisRandomsamplingerrorandSystematicerror.Randomsamplingerrorisastatisticalfluctuationthatoccursbecauseofchancevariationintheelementsselectedforasample;Systematicerroriserrorresultingfromsomeimperfectaspectoftheresearchdesignthatcausesrespondenterrororfromamistakeintheexecutionoftheresearch.

2.RespondenterrorcontainsNonresponseerrorandResponsebias.

TheexampleofNonresponseerror:

Ifpeoplemakeaquestionnaire,someproblemshedidn’tanswer.Peoplewhoarenotcontactedorwhorefusetocooperatearecallednonrespondents.

TheexampleofResponsebias:

Ifpeoplemakeaquestionnaire,hisanswersarefalsifiedormisrepresentedanditisadistortionofmeasurementoccurs,theresultingsamplebiaswillbearesponsebias.

3.Administrativeerrorsarecausedbycarelessness,confusion,neglect,omission,orsomeotherblunder.Fourtypesofadministrativeerroraredata-processionerror,sampleselectionerror,interviewererror,andinterviewercheating.

Theaccuracyofdataprocessedbycomputerdependsoncorrectdataentryandprogramming.Data-processingerrorcanbeminimizedbyestablishingcarefulproceduresforverifyingeachstepinthedataprocessingstage。

Sampleselectionerrorissystematicerrorthatresultsinanunrepresentativesamplebecauseofanerrorineitherthesampledesignortheexecutionofthesamplingprocedure.

Interviewererrorisintroducedwheninterviewersrecordanswersbutcheckthewrongresponseorareunabletowritefastenoughtorecordanswersverbatim