市場調研Marketing-research課件

MarketingResearchand

InformationWeek31Whatismarketingresearch?Marketingresearch

isdefinedasthesystematicdesign,collection,analysisandreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.2Whymarketresearch?Marketershavemanyquestionstheywouldlikeanswersto:Whatdoubtsdoconsumershaveaboutourproducts?Doesitpaytointroducenewpackaging?Whyareoursalesdeclining?Whichregions/countriesshouldweexpandin?Howeffectivewasourrecentadcampaign?3ThemarketingresearchprocessFigure6.1Themarketingresearchprocess.4Step1:DefinetheproblemDefinetheproblemSpecifydecisionalternativesStateresearchobjectives5Step2:DeveloptheresearchplanDatasourcesContactmethodsResearchinstrumentsSamplingplanResearchapproach6Researchapproaches7ThetraditionalmarketingresearchapproachThetraditionalmarketingresearchapproachmeansthatdeskresearchcomesfirst,providinginformationforthequalitativeresearch,whichinturnfeedsintothequantitativework./watch?v=GQfvocbRV3E8ResearchinstrumentsQuestionnairesQualitativemeasuresTechnologicaldevices9Questionnairesdo’sanddon’ts[KKBGH:220]Ensurequestionsarefree ofbiasMakequestionssimpleMakequestionsspecificAvoidjargonAvoidsophisticatedwordsAvoidambiguouswordsAvoidnegativesAvoidhypotheticalsAvoidwordsthatcouldbemisheardUseresponsebandsUsemutuallyexclusivecategoriesAllowfor‘other’infixedresponsequestions10Questiontypes–dichotomousInarrangingthistrip,didyoucontactVirginAtlantic?YesNo11Withwhomareyoutravelingonthistrip?NooneSpouseSpouseandchildrenChildrenonlyBusinessassociates/friends/relativesAnorganisedtourgroupQuestiontypes–multiplechoice12Questiontypes-LikertscaleIndicateyourlevelofagreementwiththefollowingstatement:Smallairlinesgenerallygivebetterservicethanlargeones.StronglydisagreeDisagreeNeitheragreenordisagreeAgreeStronglyagree13Questiontypes–semanticdifferentialVirginAtlanticLarge………………...…….SmallExperienced….….InexperiencedModern……….…Old-fashioned14Questiontypes–importancescaleAirlinefoodserviceis_____tome.ExtremelyimportantVeryimportantSomewhatimportantNotveryimportantNotatallimportant15Questiontypes–ratingscaleVirginAtlantic’sfoodserviceis_____.ExcellentVerygoodGoodFairPoor16Questiontypes–intendingtobuyscaleHowlikelyareyoutopurchaseticketsonVirgin

Atlanticifin-flightInternetaccesswereavailable?DefinitelybuyProbablybuyNotsureProbablynotbuyDefinitelynotbuy17Questiontypes–completelyunstructuredSource:GettyImagesWhatisyouropinionofVirginAtlantic?18Questiontypes–wordassociationWhatisthefirstwordthatcomestoyourmindwhenyouhearthefollowing?Airline________________________British_____________________Travel________________________19Questiontypes–sentencecompletionWhenIchooseanairline,themostimportantconsiderationinmydecisionis:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.20Questiontypes–storycompletion‘IflewVirginafewdaysago.Inoticedthattheexteriorandinterioroftheplanehadverybrightcolors.Thisarousedinmethefollowingthoughtsandfeelings.’Nowcompletethestory.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________21QualitativemeasuresWordassociationProjectivetechniquesVisualisationBrandpersonificationLaddering22QualitativemeasuresWordassociation:whatcomestomindwhenyouthinkofMercedes-Benzcars?Projectivetechniques:completiontasks:bubbleexercises;comparisonstoanimalsVisualisation:drawings/collagedepictingperceptionsofbrands,experiencesetcBrandpersonification:ifM-Bcamealiveasaperson,whatwould…?Laddering:asking‘why?’togetdeeperanddeeper23Situation-projectivetechniquerespondentsareshowndrawingsofsituationsinvolvingthebrand(e.g.awomandrivingaMercedes)andaskedtodescribe:thesituationstheirthoughts/feelingsofthepeopleinvolved24object-projectivetechniques(OPT)respondentsareaskedtodescribethebrandintermsof:ananimalavegetableacountry,etc.25TechnologicaldevicesGalvanometersTachistoscopeEyecamerasAudiometersGPS26SamplingplanSamplingunit:Whoistobesurveyed?Samplesize:Howmanypeopleshouldbesurveyed?Samplingprocedure:Howshouldtherespondentsbechosen?27TypesofsamplesTable6.2Probabilityandnon-probabilitysamples28ContactmethodsMailquestionnaireTelephoneinterviewPersonalinterviewOnlineinterview29ProsandconsofonlineresearchAdvantagesInexpensiveFastAccuracyofdata,evenforsensitivequestionsVersatilityDisadvantagesSmallsamplesSkewedsamplesTechnologicalproblemsInconsistencies30ActivecontactSomemarketresearchisdonewithwillingconsumersTopGear:ViewersvotedfortheirtopdrivingsongCDlaunched31Whatisqualitativeresearch?Definition: “techniquesofdatacollectionandanalysisthatrelyonnon-numericaldata” (Cassellet.al.,2006:162)TechniquesfocusontextualdataorvisualimagesSounds,pictures,videos,music,songs,poetry,etc.32QuantitativeorQualitative

(complementarynotcompetitive)Quantitativeresearchfocus: “thedegreeinwhichphenomenapossesscertainproperties,statesandcharacters”;Qualitativeresearchfocus:

“theproperties,thestateandthecharacter(i.e.,thenatureofphenomena)” (Labuschagne,2003:100)33Closertoreallife…Focusgroupscanbetodetachedfromreallife[artificial]GrowthisobservationalresearchAccompaniedshoppingSittingwithinternetshoppersLivingwithconsumersMysteryshopping34DirecthumanobservationHowitisdone:Researcherbehavesasanormalcustomer,andunobtrusivelyobservesinteractionsWrites-updetailedfieldnotes(includingverbatimcommentsAnalysesandcomparesobservations35ProblemswithdirecthumanobservationAtime-consumingtechniquePotentialformistakesinregisteringwhatisgoingonDoesnotaccuratelygaugecustomer’sperceptionoftheencounter(includingsituationalfactors)ResearchrecallmaybebiasedorlimitedPotentialtoobservecovertlymaybelimitedDangerofinfluence(“observereffect”)36Consumer-to-consumerconversationsExaminedstrangerconversationswithinanextendedserviceexperienceNaturalsetting:observationof65railjourneysvariousroutes(inUK)differenttimesanddaysofweek300pagesoffieldnotesIdentified:10typesofpassengerbehaviourvariousrolesofC2Cconversation:Operationalandsocialconversationsequencepatterns37VideoobservationTheresearcher:observesandinconspicuouslyfilmsencountersorjustviewsthefilmFilm:capturesbodylanguageandtoneofvoiceallowsafocusontheearlystageoftheencounterbeforeitisknowntobeacriticalinteractioncanbeviewedmanytimescanbeviewedbythewholeresearchteam(henceenablesdiscussion)canbeusedasinputtocustomerinteractiontraining38SASstudy:observationr