《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 5 Marketing Research

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Lecture 5: Marketing Research Lecture Objectives Research - Why? Processes Involved Analysis Reporting

Marketing research The provision of information about markets and the eaction of these various products, price distribution and promotion actions. Why is marketing research important? List 5 reasons

The provision of information about markets and the reaction of these various products, price, distribution and promotion actions. Why is marketing research important? List 5 reasons Marketing research

A marketing information system Marketing Marketing information Marketing environment system decision-making The company Internal continuous data Strategic Customers lew products Internal ad-hoc data Competitors and markets Suppliers competitive Environmental scanning strategy Distributors Marketing research Economic Tactical external continuous Social sales force data Legal monitoring external ad-hoc data advertising Technologica copy Physical forces

2 A marketing information system Marketing environment The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces Marketing information system Internal continuous data Internal ad-hoc data Environmental scanning Marketing research Marketing decision-making Strategic external continuous data external ad-hoc data new products and markets competitive strategy sales force monitoring advertising copy Tactical

The Marketing Research Process Initial contact Research brief (2) Research Exploratory proposal (2/3) research Main data collection Descriptive or stage(3/4 experimental research Data analysis and interpretation(4) Report writing and presentation (5)

4 Descriptive or experimental research The Marketing Research Process Initial contact (1) Research brief (2) Research proposal (2/3) Main data collection stage (3/4) Data analysis and interpretation (4) Report writing and presentation (5) Exploratory research

Marketing research- what is involved? Preliminary stage Objective is to identifylunderstand the research question and the background scenario Initial contact Research brief Background information Sources of information Scale of the project The timetable

Preliminary stage Objective is to identify/understand the research question and the background scenario Initial contact • Research brief • Background information • Sources of information • Scale of the project • The timetable Marketing research - what is involved?

The second stage Objective -a firm decision is taken to go ahead with research Commence detailed background studies and prepare data collection methods/instruments Research proposal What will be done How much will it cost How long will it take Exploratory research Literature review Secondary sources Publicly available data

Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments. Research proposal • What will be done • How much will it cost • How long will it take Exploratory research • Literature review • Secondary sources • Publicly available data The second stage

Identify population and select sample simple random sampling Stratified random sampling Cluster sampling Choose methods(channel where applicable) Decisions on Quantitative methods Face to face interviews Mail surveys Telephone interviews Internet surveys(email and web based)

Choose methods (channel where applicable) Decisions on Quantitative methods • Face to face interviews • Mail surveys • Telephone interviews • Internet surveys (email and web based) Identify population and select sample •Simple random sampling •Stratified random sampling •Cluster sampling

Qualitative methods Consultation with experts observation Stage three The objective is to design the data collection instrument Plan Design Ordering of topics Types of questions Wording and instructions Layout Scaling Probes and prompts Piloting(testing)

Stage three The objective is to design the data collection instrument • Plan • Design • Ordering of topics • Types of questions • Wording and instructions • Layout • Scaling • Probes and prompts • Piloting (testing) Qualitative methods •Consultation with experts •Observation

Stage four The objective here is to collect data and carry out subsequent analysis Administer the instrument Collect data Collate Input data into database Analyse Interpret Stage five The objective here is to present the findings of the research Report writing Presentations

Stage four The objective here is to collect data and carry out subsequent analysis • Administer the instrument • Collect data • Collate • Input data into database • Analyse • Interpret Stage five The objective here is to present the findings of the research •Report writing •Presentations

The sampling process Define the population Search for sampling frame Specify sampling method Determine sample size Select the sample

5 The sampling process Define the population Search for sampling frame Specify sampling method Determine sample size Select the sample