知识点市场研究方法Word文件下载.docx
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（一）调研人员在营销问题识别过程中的作用5
五、Researchobjectives5
Chapter4Understandingresearchdesign5
一、Researchdesign5
二、Typesofresearchdesign6
（一）Exploratory（unwareofproblem）6
（二）Descriptiveresearch6
（三）Causalresearch6
三、Expert6
四、Testmarketing试销7
（一）Useoftestmarketing7
（二）Typesoftestmarketing7
（三）Pros&
consoftestmarketing7
Chapter7Utilizingexploratory&
qualitativeresearch7
一、Quantitative,qualitative&
pluralisticresearch7
二、Observation8
（一）Typesofobservation8
（二）Whentouse8
（三）PRO&
CON8
三、Focusgroup8
（一）定义8
（二）Typesoffocusgroup8
四、Otherqualitativetechniques9
（一）Depthinterview9
（二）Protocolanalysis语义分析9
（三）Projectivetechniques投射技术9
Chapter8Evaluatingsurveydata-collectionmethods10
一、Prosofsurvey数据搜集10
二、四种调查模式10
（一）Person-administeredsurvey10
（二）Computer-administeredsurveyCATI电话访问10
（三）Self-administeredsurveyeg:
邮寄调研，dropoffsurvey留置调研10
（四）Mixedmodesurvey10
三、Descriptionofdatacollectionmethods10
（一）Person-administeredsurvey11
（二）Computer-administeredsurvey11
（三）Self-administeredsurvey11
四、Choicesofsurveymethod11
【定量：
收集数据的方法online/interview】11
Chapter9UnderstandingmeasurementinMR11
一、Basicquestion=responseformats11
【considerationsinchoosingaquestion-responseformat】12
Introduction
MR
1.MKT定义：
creating,communicating&
delivering/managingcustomerrelationships/benefittheorganization&
stakeholders
2.营销理念：
businessphilosophy,moreeffective,creating,delivering,communicatingcustomervaluetoitschosenmarkets
3.marketingstrategy:
selectasegment,mixtheproduct/service,price,promotion&
distributiontomeetthewants&
needs
——needobjective,accurate,timely,information
二、DefiningMR/作用/分类
1.MR定义：
（1）processofdesigning,gathering,analyzing&
reportingtosolvespecificproblem
（2）functionthatlinkstheconsumer,customer&
publictothemarketerthroughinto（usedto）
Identify&
defineopportunities&
problems
Eg:
market-demanddetermination……
Generate,refine&
evaluatepotentialmarketingactions
proposedmarketing-mixevaluationtesting……
Monitormarketingperformance
imageanalysis……
Improvingmarketingasaprocess
futuresales
MR
市场调研是MR的一部分，将营销调研的理论运用到某一个具体的市场区域
五、Marketinginformationsystem
1.internalreports
2.marketingintelligence
3.marketingdecisionsupportanalysis
4.marketingresearch
Chapter1ExplainingtheMRprocess
一、EstablishtheneedforMR
】
1.valueVScost
2.whenisMRNOTneed?
（1）informationalreadyavailable
（2）decisionsmustbemadenow
（3）cannotaffordresearch
（4）costsoutweighvalue
二、Definetheproblem
Gapsbetweenwhatissupposedtohappen&
whatdidhappen（failuretomeetobjectives）未达目标
Gapsbetweenwhatdidhappen&
whatcouldbehappening（anopportunity）机会识别
三、Establishobjectives
Provideinformationnecessarytosolvetheproblem
四、Determineresearchdesign
Exploratoryresearch
Descriptiveresearch（who,where,what,when,how）
Causalresearch
五、Determinemethodsofaccessingdata
Secondaryinformation
Primaryinformation
六、Designdatacollectionforms
Questionaire→objectively,clearly,withoutbias
size
Representativeness→sampleplan
Accuracy→samplesize
八、Collectdata
九、Analyzedata
presentthefinalresearchreport
determingresearchobjectives
researchobjectives
1.problems定义：
alternatives
2.researchobjectives定义：
whatinformationwillbecollected
【Typicalbusinessresearchproblems】
Poorserviceencounters
Competitionhassuperiorproduct/servicefeatures
Conflictsdistributionchannel
Adcampaignisnotgeneratingnewsalesprospects
objective】
Sourcesofproblems
Recognizingtheproblem
Problemdefinition
Researchobjectives
二、Sourcesofproblems
1.未达目标
2.机会识别
三、Recognizingtheproblem
1.systemstorecognizesourceofproblem
（1）controlsystem
（2）opportunityidentificationsystem
2.theroleofsymptomsinproblemrecognition
某一现象在一些关键监测指标上的具体表现
Eg：
“公司利润是负数”NOTPROBLEMS!
!
→alertmanagerstoproblems
四、Problemdefinition
（一）调研人员在营销问题识别过程中的作用
1.已界定问题
情景分析→投标邀请书&
需求计划书
方法：
审查内外部的二手数据
2.未界定→验证问题的症状→确定产生症状的可能原因
Allpossiblecauses
Smallsetofprobable
3.陈述决策
4.陈述不同的决策方案
5.预测结果
五、Researchobjectives
1.construct构念
2.operationaldefinition操作化定义
Eg:
brandawareness/imageawareness
特性：
precise,clear,operational
3.proposalstatetheproblem
Specifytheresearchobjectives
Researchmethod
Chapter4Understandingresearchdesign
一、Researchdesign
1.定义：
setofadvanceddecisions,masterplan（总体规划）,methods&
procedures,collecting&
analyzing
2.thesignificantofresearchdesign
（1）enoughsimilarproject
（2）basicmarketingresearchdesignU&
A
Taste/mediatest,brandimage
（3）blueprintservesthebuilder
二、Typesofresearchdesign
（一）Exploratory（unwareofproblem）
unstructured,informalresearch,gainbackgroundinformation
2.whendoesn’tknowmuch
Additionalinformation
Newormorerecentinformation
3.usegainbackgroundinformation
Defineterms
Clarifyproblems&
hypothesis
Establishresearchpriorities
4.methodstoconductexploratoryresearch二手数据分析
Experiencesurveys
Caseanalysis
Focusgroup
Projectivetechnique投射技术
（二）Descriptiveresearch
who,what,where,when&
how,largerpopulation
2.分类cross-sectional（横向）studies（onlyonepointintime）
Longitudinalstudies（repeatedlyovertime）
3.panel（固定样本组）
（1）continuouspanel（同样问题，eachpanelmeasurement）
（2）discontinuouspanel
（三）Causalresearch
Independentvariables→controlorwishtomanipulateX
Dependentvariables→nodirectcontroloverY
Extraneous→也许有影响但是不是IV
三、Expert
“true”experiment:
isolatetheeffectsofIVontheDVwhilecontrollingfortheeffectsof外生变量
before-afterwithcontrolgroup
Experimentalgroup:
O1XO2
Controlgroup:
O3O4
E=（O2-O1）-（O4-O3）
Validinternalvalidity：
IV能在多大程度上解释DV的变化
Externalvalidity：
在现实中得以推广的程度
Typesofexperimentlaboratoryexperiment→goodatinternalvalidity
Fieldexperiment→goodatexternalvalidity
四、Testmarketing试销
（一）Useoftestmarketing
1.testsalespotentialforanewproductorservice
2.testvariationsinthemarketingmixforaproductorservice
（二）Typesoftestmarketing
1.standardtestmarketing
2.controlledtestmarketing
3.electronictestmarketing
4.simulatedtestmarketing模拟试销
consoftestmarketing
1.proestimatesalespotentialunderrealisticconditions
Find&
correctweaknessesinmarketingmix
2.concosts
Tippinghandtocompetitors
qualitativeresearch
pluralisticresearch
1.定量：
structured,alargenumberofrespondentsinvolved
2.定性：
observing
3.复合：
先定性
二、Observation
（一）Typesofobservation
1.directVSindirect
Direct
Indirecteffectsresultsofthebehavior
Archives档案记录/physicaltraces实物追踪（eg:
垃圾箱）
2.disguisedVSundisguised
Disguised:
mysteryshopping
3.structuredVSunstructured
Structured:
beforehand,checklist
Unstructured:
探索性研究
4.humanobservationVSmechanicalobservation
Mechanicalobservation:
收视率、客流量
（二）Whentouse
1.shortduration
2.public
3.faultyrecallconditions记忆存在缺失
CON
Proinsightintoactual
Nochanceofrecallerror
Betteraccuracy
Lesscost
Consmallnumberofsubjects
Subjectiveinterpretations
Inabilitytoprybeneaththebehaviorobserved
三、Focusgroup
（一）定义
6-8人，moderator,unstructured
（二）Typesoffocusgroup
1.traditional:
6-12人，单面镜
2.untraditional:
online
Pronophysicalsetupisnecessary
Transcriptsarecapturedonfilledinrealtime
Widelyseparatedgeographicalareas
Comfortableintheirhomeofofficeenvironment
Themoderatorcanexchangeprivatemessageswithindividualparticipants
3.progeneratefreshideas
Allowclientstoobservetheirparticipants
Maybedirectedatunderstandingawidevarietyofissues
Allowfairlyeasyaccesstospecialrespondentgroups
Conrepresentativenessofparticipants
Interpretationsometimesdifficult
Highcostsperparticipant
4.whentouse
（1）not:
predictaspecificnumber
（2）should:
describeratherthanpredict
5.someobjectives
（1）generateideas
（2）understandconsumervocabulary
（3）revealconsumerneeds,motives,perceptions&
attitude
（4）understandfindingsfromquantitativestudies
6.operationalconsideration
Who:
homogeneous同质的
7.reporting&
useofresults
（1）translatethequalitativestatementsofparticipantintocategories
（2）consensusapparent
（3）majorthemes,salientareasofdisagreement
四、Otherqualitativetechniques
（一）Depthinterview
1.typesofdepthinterviewnon-directive
Semi-structured
（二）Protocolanalysis语义分析
描述一个过程
（三）Projectivetechniques投射技术
类型：
wordassociation/sentencecompletion/picture/carto
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