市场营销国外原版教材第二章

Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia1PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia2Chapter2TheMarketingResearchProcessMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia3ChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatspecificinformationisrequiredtomakebusinessdecisionsDefinethemarketingresearchproblem(MRP)foranyparticulardecisionUnderstandtheimportanceofclearlyspecifyingtheinformationrequiredfromresearchApplymethodsthathelptodefinetheinformationinmeasurabletermsApplyprocedurestoestimatethevalueofresearchMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia4ChapterObjectives(continued)UnderstandthecontentsandstructureoftheresearchbriefDescribethepurposeoftheelementsoftheresearchbriefUnderstandtherelationshipbetweenthemanagementdecisionmakingproblemandtheresearchbriefExplaintheimportanceofethicalbehaviourMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia5ChapterOutlineFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia6TopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia7FromManagementDecisionProblemtoMarketingResearchProblemThemanagementdecisionproblem(MDP)stateswhattheDMneedstodoItisaction-orientedThemarketingresearchproblem(MRP)askswhatinformationisneededandimplieshowitcanbebestobtainedItisinformation-orientedMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia8FromManagementDecisionProblemtoMarketingResearchProblemThereisadistinctionbetweenthemanagementdecisionproblemandthemarketingresearchproblemCollaborationbetweentheDMandtheresearcherrequiredtoformulatethemarketingresearchproblemMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia9TopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia10DefiningtheMarketingResearchProblemTheMRPisabroadandcomprehensivedescriptionoftheinformationrequiredtomakethemanagementdecisionWhendefiningtheMRPitshould:GuidetheresearchertowardsallinformationneededtoaddressthemanagementdecisionproblemAssisttheresearcherinformulatingthespecificresearchobjectivesSuggestpossiblewaysthedatacouldbecollected(theresearchdesign)Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia11DefiningtheMarketingResearchProblemTwotrapswhendefiningtheMRPDefineittoobroadlyDoesnotprovideclearguidelinesDefineittoonarrowlyPrecludessomealternativecoursesofactionPreventstheresearcherfromaddressingimportantconcernsResultsintrivialandunimportantfindingsBroadMDP–IncreasemarketshareBroadMRP–Whatfactorswillresultinanimprovedmarketshare?Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia12DefiningtheMarketingResearchProblemToreducethechanceofmakingthesedefinitionalerrorsStatetheMRPinbroadtermsIdentifyitsspecificcomponentsThebroadstatementoftheMRPprovidesperspectiveandactsasasafeguardagainstcommittingthesecondtypeoferrorMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia13TopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia14TasksinDefiningtheMarketingResearchProblemThetasksdefiningtheMRPare:DescriptionoftheinformationrequiredfordecisionmakingConsiderationofthecriteriathatwillbeusedtomakedecisionsEstimatethevalueoftheprojecttotheorganisationSetabudgetMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia15DescribingtheInformationRequiredSpecifythekeyaspectsoftheproblemSetclearguidelinesonhowtoproceedtowardtheresearchobjectivesDescriptionoftheinformationProvidesinsightsintothena