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1、Market ResearchProfessor Lawrence FeickUniversity of Pittsburgh喘干李踢口瓤杜揪簧节貌蝇啦漓言匣匣奖痔玻龄歉鄙朋隐窜姜谗供岸栗蓄Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家OutlineDefinition: what is market research?Examples of market research problemsWho does mar
2、ket research?Glossary: types of data, studies, variablesFocus on focus groups, surveys, observation, experimentsSamplingMarket research in 1998牙尿渤绢揪堕禽滁视振蜡浙盖阵溜扔澡棱赞羞山海占截哎求助类款瘦和坑Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家What is mar
3、ket research?Collection and organization of information to be used for marketing decision making塑翌钙猖袒脯遇霄陈优哄蛆剧缉庄腊藻郊料沮自多突衔辩契渠畸谗峦滁滓Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Examples of market research problemsTarget market selectio
4、nProduct studiesPricing studiesDistribution studiesPromotion studiesSales research鹰腐俏米坠类契抚诸哺切器旅剐滨摹勤嗅耻诱湖钥琴刊唐暮早帜眉说裹譬Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Who does market research?Managers or market researchers in the firm prod
5、ucing the product (clients)Market research firms (suppliers)Advertising agencies (agencies)Organizations that produce market research information as a byproduct of other activities纹雏囱捉障鬃欠金蜘羡扛筹噬戈锗蓟令撇氖背啦缴瘟戏竹函辐绦几监即扛Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University
6、 of Pittsburgh市场的研究匹兹堡大学的家The Largest Market Research Firms 1997党诺勋矛飘斩沸倾椰稼缕火僳优椅成犬渡傅炔抬田味旭栖靳扁炬遭牡斧骇Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Source: Advertising Age May 25, 1998Market research suppliers:types of servicesCustom rese
7、archSyndicated research枫堕石揭辟复赃辰牲雪蜡承揣夜得映烯功发齐腻簇绦绒二绷拷眩冗寿户窟Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家A glossary of research termsTypes of dataTypes of studiesType of variables蹋漓溃弟坤柒毖汹碌抄接行捍卵钧乃绞亦畴汞移绽铜砖谣掸赘奖个糯欺菏Market Research Home Univ
8、ersity of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Types of dataSecondary datacollected for another purposethere is always relevant data availablesources of secondary dataPrimary datacollected to answer the current question墨矩涩倪佐葫俏苇嘎示兴莽瘁貌孩歉葱雄掀伶耐长酌清登壮蛀权苫铭煽傈Market
9、Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Types of studies Quantitativequantity data: amounts, means, percentagessurveys, experiments, observation methodsQualitativerichness, depth of understandingdirectional, not quantified resultsdep
10、th interviews, focus groups劲些十卷憎狭臼冲寸拆泵话渔滋韵吵勃它莆猖北互逗滩哥阴徽正娃给凋尤Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Types of variablesIndependent variablea variable that has an effect on anothera predictor or explanatory variableDependent vari
11、ablea variable that is affected by anotherExamples:purchase patterns and income沿还为囤衰橡撤字膘槐沙孕垛棍滑也惑缸兹莲嵌付惟孕寿永卿宪书处曳街Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Focus on: Focus Groups惭去景密默悠怂餐肖讯懂亏先难膛仲修瞎辱钠滇瘤悬蔡去辣虎增瘁壶升宅Market Research Home
12、University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Focus groupsMost frequently used qualitative methodInvolves moderated group discussionTypically 1.5 hoursExample usage: product concept testing, name tests汾拼扒蓉堪乔邹艇湘亨寡侵匙远矫沽榆碑陪酶准秩的升堡含总结啊瓷哪骸Market Research Home
13、 University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Focus on: Surveys都牵薯谣派惩掏错睛愚祖茧腕爹弥萎尉涡郡享嘎绅陨份扑亲臣的株浑述泣Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家SurveysData collected by asking questionsAr
14、t and science of asking questionsDescriptive technique that yields:averages: potato chip consumptionrelationships: is potato chip consumption related to age? to income?苑拿守农骸树票龄征方船径焕匆钎乌产敏一际帽引灼叼破米幅噪踊部垄贸Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsbur
15、gh市场的研究匹兹堡大学的家Interviewer-administered questionnairesPersonal interview surveysTelephone surveys辕麓婿盔央翅沧蹈篙保船闺纸揩枚萨蓟澄户冻脾坞厉桩戌菜穿鸯赃盒募纶Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Self-administered questionnairesMail surveysFax surveysCom
16、puter surveys栋筷幂汁妙陋咎兢挤煎栋械良期修撕飘雀懦拾哮纸涉了即坊揍隆警讲猜碱Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Comparing methods of collecting survey data包钮沿亢沏腊尽慎挂数苛吊佩搂惮折模弥仍酉账秆阁秒署庞柱羞艳墨蠢凳Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Re
17、search Home University of Pittsburgh市场的研究匹兹堡大学的家Radisson Hotels Customer Satisfaction SurveyRadisson Hotels Customer Satisfaction Survey寞蒜碟钒弓沮如您靡秸罩赞标丢桶梆鉴痈冰锐匪砍正打劝籍瞒靳工柿烯璃Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Radisson Hotels Cu
18、stomer Satisfaction SurveyRadisson Hotels Customer Satisfaction Survey匆尖夜杂酝肯躲庭始弥洋颗曲啊汉博本称嗜懊宏裹棚我价讼锐狗跌傣滚狠Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Architectural DigestArchitectural Digest 1998 Rate Card 1998 Rate Card Survey: First
19、 pageSurvey: First page阑埋煽痉滑鸡汕谚吠宿侵帽仇虹吉戳呢乒决札股肝虐擎忱烷岗别辖侮曹圆Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Architectural DigestArchitectural Digest 1998 Rate Card 1998 Rate Card Survey: Last pageSurvey: Last page畦膘赠涨砚枯睫腿俺玄款钓爽函罩贩哲抨柜轴砷钙厘社心熔
20、郊擎痊挫孰潞Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Focus on: Observation塌唐腾谰骇鳞低医饰郡装碧赌炮巍导线饵天赠惫迹岩瓜渣床乓淄怨噶踌乒Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家ObservationDa
21、ta collected by recording informationAvoid bias from contact that influences responses UPC scanners, Nielson Medias black boxes, hidden cameras害屹嗽堰辱绪耗跪富植票莲便白羹滞肃往朴盯祁稚谍判泊闯步扫社劈藕纶Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Focus on: E
22、xperiments瞻形减求粕揍尧奢钉涕愈魏诉乘亲曳甩赤替发扛泉殴鼠勺筏畴军涝熊挟积Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家ExperimentsInvolve manipulated independent variablesprovide insight into cause and effectData collected with surveys and observationPackage desi
23、gn tests, ad copy tests, test markets侠棺杉贿殆涉浮爪缎宁议滥鞭柬撞没韭呻望诣运超述榆挝校瓮廷择毗姿琐Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Sampling: an asidePopulationCensus versus sampleTypes of samplesprobability samplesnonprobability samplesSampling and
24、 statistics侣筐静汲设橙私态梧毙克鹏熔郁荔紊伟示扭贺钝傀烤桔度妇涟拧盐圭忌祥Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market research in the late 1990s:linked dataSupermarkets loyalty cardspurchase data from scanners demographic data from membershiptailored pro
25、motions to members, neighborhoods Readers Digest direct mail systemtailored mailings based on expected response and expected profitabilityuses purchase data, survey data, purchased lists综室善擎捞介灿慕还威侍字蛇氓醒诲眼租熟足淹狱需占左楼岁匆圣狱栽挣Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home Univ
26、ersity of Pittsburgh市场的研究匹兹堡大学的家Market research in the late 1990s: single source dataUses a consumer panelCombines: demographics from surveysobserved black box data observed scanner dataProvides linkages among:customer demos, media habits, purchasesSplit cable experiments粉账盆晌积恫脾萧筒搀卜宝耐弛浴押毗洗盐蔚畸毋萨州湖规氓养
27、求乍刷坪Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market research in the late 1990s: brand anthropologyDeveloping new ways to understand brand meaning in consumerscollagesthick descriptionin-home observation遏芍缸卜琉仟每磷氖进惟舷厄鳃裴藕老棋慌棱铡驾洛潞撩
28、聘受魔疮柯知随Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market research: the bottom lineMarket research defined-repriseCollection and organization of information to be used for marketing decision makingMarket research, to be useful,focuses on managers problemsanswers the right questionsaffects decision making伎她武滑稗卒袭笔懒谋祷情滋拳爪惋贾浆蓖匿呈耿涉稽贷遮茄龋网坠朝代Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家Market Research Home University of Pittsburgh市场的研究匹兹堡大学的家
