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1、ExploringMarketingResearchWilliamG Zikmund Chapter1 TheNatureofMarketingResearch MarketingResearchDefined Marketingresearchisdefinedas thesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisions Thisprocessincludes specifyingwhatinformationisrequired designingthemethodfor
2、collectinginformation managingandimplementingthecollectionofdata analyzingtheresults andcommunicatingthefindingsandtheirimplications TheNatureofMarketingResearch Marketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit Linkstheconsumer customer andpublictothemarketthroughinformationus
3、edtoidentifyanddefinemarketingGenerates refines andevaluatesmarketingactionsMonitorsmarketingperformanceUnderlinestheunderstandingofmarketingasaprocess INFORMATIONREDUCESUNCERTAINTY Copyright 2000byHarcourt Inc Allrightsreserved MarketingResearchTypes BasicResearchAppliedResearch BasicResearch Attem
4、ptstoexpandthelimitsofknowledgeNotdirectlyinvolvedinthesolutiontoapragmaticproblem BasicResearchExample Doconsumersexperiencecognitivedissonanceinlow involvementsituations AppliedResearch Conductedwhenadecisionmustbemadeaboutaspecificreal lifeproblem AppliedResearchExample ShouldMcDonaldsaddItalianp
5、astadinnerstoitsmenu MarketingresearchtoldMcDonald sitshouldnot ShouldMcDonald sadda WhopperStopper burgertoitsmenu TheMBXisnowbeingresearched ScientificMethod Theanalysisandinterpretationofempiricalevidence factsfromobservationorexperimentation toconfirmordisprovepriorconceptions StagesinDeveloping
6、andImplementingaMarketingStrategy IdentifyingandevaluatingopportunitiesAnalyzingmarketsegmentsandselectingtargetmarketsPlanningandimplementingamarketingmixAnalyzingmarketperformance IdentifyingandEvaluatingOpportunities Examples MattelToysinvestigatesdesiresforplayexperiencesHomecookingisonthedeclin
7、e PurchaseofprecookedhomereplacementmealsisontheriseNumberofinvestorstradingstockontheInternetisgrowing AnalyzeMarketSegmentsandSelectTargetMarkets Examples Cadillacinvestigatesbuyers demographiccharacteristicsMTV monitoringdemographictrends learnstheHispanicaudienceisgrowingrapidlySearslearnswomen
8、age25 54withaveragehouseholdincomeof 38 000 arecorecustomers Targetsthismarketwith softersideofSears PlanandImplementaMarketingMix Price SafewaydoesacompetitivepricinganalysisDistribution CaterpillarTractorCo investigatesdealerserviceprogramProduct Oreoconductstastetest Oreocookievs ChipsAhoyPromoti
9、on Howmanyconsumerslike AlwaysCocaCola slogan AnalyzeMarketingPerformance Thisyear smarketshareiscomparedtolastyear s Didbrandimagechangeafternewadvertising Performance MonitoringResearch ResearchthatregularlyprovidesfeedbackforevaluationandcontrolIndicatesthingsareorarenotgoingasplannedResearchmayb
10、erequiredtoexplainwhysomething wentwrong DeterminingWhentoConductMarketingResearch TimeConstraintsAvailabilityofDataNatureoftheDecisionBenefitsversusCosts DeterminingWhentoConductMarketingResearch Issufficienttimeavailable Informationalreadyonhandinadequate Isthedecisionofstrategicortacticalimportan
11、ce Doestheinformationvalueexceedtheresearchcost ConductMarketingResearch DoNotConductMarketingResearch TimeConstraints AvailabilityofData NatureoftheDecision Benefitsvs Costs Yes Yes Yes Yes No No No No Potentialvalueofamarketingresearcheffortshouldexceeditsestimatedcosts Value DecreasedUncertaintyI
12、ncreasedLikelihoodofaCorrectDecisionImprovedMarketingPerformanceandResultingHigherProfits Costs ResearchExpendituresDelayofMarketingDecisionandPossibleDisclosureofInformationtoRivalsPossibleErroneousResearchResults GlobalResearch MarketingResearchisincreasinglyglobalMarketknowledgeisessentialA C Nielsen morethan60 internationalbusiness GlobalMarketingResearch Generalinformationaboutcountry economicconditionsandpoliticalclimateCulturalandconsumerfactorsMarketandcompetitiveconditions demandestimation
