Chapter6 Gathering Marketing
Information
Introduc-
tion
Slides
Case
Questions
Readings
BACK
Locating Advantages
2
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
3
Kotler on Marketing
Marketing is becoming a battle
based more on information than on
sales power.
Introduction
KODAK
EXPRESS
5
0%
20%
40%
60%
80%
100%
1970 1977 1985
Pepsi-cola
Coca-cola
百事可乐的营销策略
目标市场 —— 年轻人
主题 —— 青春、时尚、激情
口味测试
现场直播可口可乐的对策
1982年,为找出可口可乐衰退的真正原因,可口可乐决定在全国10个主要城市进行一次深入的消费者调查,调查结果显示,大多数消费者愿意尝试新口味可乐;
为确保万无一失,在新可口可乐正式推向市场之前,可口可乐公司又花费数百万美元在13个城市中进行了口味测试,邀请了近20万人品尝无标签的新/老可口可乐 。 结果让决策者们更加放心,六成的消费者回答说新可口可乐味道比 老可口可乐要好,认为新可口可乐味道胜过百事可乐的也超过半数 。
越来越多的老可口可乐的忠实消费者开始抵制新可乐 。
对于这些消费者来说,传统配方的可口可乐意味着一种传统的美国精神,放弃传统配方就等于背叛美国精神,
,只有 老可口可乐才是真正的可乐,。 有的顾客甚至扬言将再也不买可口可乐 。
仅仅3个月的时间,可口可乐的新可乐计划就以失败告终 。 尽管公司前期花费了2年时间,数百万美元进行市场调研;
对于可口可乐的消费者而言,口味并不是最主要的购买动机 。
What’s wrong with New Coke
1.Marketing Information System
2.Marketing Research
3.Demand measuring
7
Marketing information system (MIS)
consists of people,equipment,and
procedures to gather,sort,analyze,
evaluate,and distribute needed,timely,
and accurate information to marketing
decision makers.
1.Marketing Information System
8
2,Marketing Research
Marketing Research Process
Secondary -Data sources
Research Approaches
Criteria of Good Marketing
Research
9
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to
achieve the research objectives?
What will we do with the research?
Before the research:
10
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings
The Marketing Research Process
11
Establish
Research
Objectives
Research Design
Choice of
Method
Selection of
the Sampling
Procedure
Collection of
the Data
Analysis of
the Data
Writing and
Presenting
the Report
Follow up
12
Exploratory
Research
Descriptive
Research
Causal
Research
Test cause- and-effect
relationships.
Tests hypotheses about cause-
and-effect relationships.
Sheds light on problem -
suggest solutions or
new ideas.
Ascertain magnitudes.
Defining the Problem & Research
Objectives
13
R ese arc h Pu rpo se R ese arc h Q ue st io n Hyp ot he si s
Ex pl or at or y Res ea r ch
W ha t ne w pr od uc t
sh ou l d b e de ve l op ed?
W ha t al t erna t i ve way s ar e
t he re t o pr ov i de lun ch es
fo r s ch oo l chi l dr en?
Bo xe d l un ch es ar e be t t er than ot he r
fo rm s,
Desc ri pt i ve Resea r ch
How sh o ul d a ne w
pr od uc t be d i st ri bu t ed?
W he re do pe op l e no w bu y
si m i l ar pr od uc t s?
Upp er - cl as s bu ye rs us e sp eci al t y
st or es,an d m i dd le - cl as s buye rs us e
de pa rt m en t st or es,
Cau sa l Resea r ch
W i l l an i nc re as e i n t he
se rv i ce s st af f b e pr of i t ab l e?
W ha t i s t he re l at i on shi p
be t ween si ze of se rv i ce s
st af f an d r ev en ue?
Fo r sm al l or ga ni zati on s,an i nc re as e of
50 % or l es s wi l l ge ne ra t e m ar gi nal
re ve nu e i n ex ces s o f m ar gi na l cos t s,
14
Research Proposal
Purpose and Scope
Objectives
Research Approach
Time and Cost Estimates
Appendixes
15
Primary Data Collection
Secondary Data Collection
Sources of information collection
16
Secondary-Data Sources
Internal Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line Database
– Associations
– Business Information
17
Help to Clarify or define the definition of the problem as
part of the exploratory research process.
Provide a solution to the problem.
Provide primary data research method alternatives.
Alert researcher to potential problems or difficulties.
Provide necessary background information and build
creativity for the research report,
Advantages of Secondary Data
18
Lack of availability.
Lack of Relevance.
Inaccurate Data.
Insufficient Data.
Limitations of Secondary Data
19
Focus-group
Survey
Experimental
Observational
Approaches? Primary Data Collection:
20
Approaches to Observation Research
Natural Vs,Contrived Situation
Open Vs,Disguised Observation
Human Vs,Machine Observers
Direct Vs,Indirect Observation
Primary Data Collection,Observation
21
Focus group research
22
Focus Group Research Process
Select a
Moderator
Create a discussion
guide
Prepare
for the Group
Conduct the Group
Prepare the
Focus Group Report
23
Other Qualitative Research Methods
Depth Interviews
Projective Techniques
Word Association Tests
Sentence and Story Completion
Cartoon Tests
Photo Sorts
Consumer Drawing
Story Telling
Third-Person Techniques
24
25
–Mail questionnaire
–Personal interviewing
Arranged interviews
Intercept interviews
Online methods
Telephone interviews
Contact Methods
26
Marketing research Tool,Questionnaire
Criteria for A Good Questionnaire
Does It Provide the Necessary Decision-making
Information?
Consider the Respondent
Editing,Coding,and Data Processing Requirements
A Questionnaire Services Many Masters
27
The Questionnaire Development Process
Step 1,Determine Survey Objectives,
Resources,and Constrains
Step 2,Determine the Data Collection
Method
28
Open-ended Questions
Closed-ended Questions
Step 4,Decide the Question Wording
The Wording Must be Clear
Select Words so as to Avoid Biasing the Respondent
Consider the Ability of the Respondent to Answer the
Question
Consider the Willingness of the Respondent to Answer
the Question
Step 3,Determine the Question Response
Format(Question Types)
29
Dichotomous
Questionnaire,Closed-end Questions
1_____ 2 _____ 3_____ 4_____ 5_____
Small airlines generally give better service than large ones.
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree
A statement with which the respondent
shows the amount of agreement/
disagreement.
Likert scale
An organized tour groupSpouse and
children
Business associates/friends/relativesSpouse
Children onlyNo one
With whom are you traveling on this flight?A question with three or more answers.
Multiple
Choice
In arranging this trip,did you personally phone American?
Yes No
A question with two possible answers.
ExampleDescriptionName
A,Closed-end Questions
30
Use the Screener Questions to Identify Qualified Respondents
After Obtaining A Qualified Respondent,Begin with A Question
that Obtains A Respondent’s Interest
Ask General Questions First
Ask Questions that Require,Work” in the Middle of the
Questionnaire
Position Sensitive,Threatening,and Demographic Questions at
the End
Step 5,Establish Questionnaire Flow and
Layout
31
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to
Accomplish the Research Objectives?
Appearance of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-ended Responses
Consider Color Coding the Questionnaires
Instructions Printed Within the Questionnaire Should be in
Capital Letters
Step 6,Evaluate the Questionnaire
32
Step 7,Obtain Approval of All Relevant
Parties
Step 8,Pretest and Revise
Step 9,Prepare Final Questionnaire Copy
33
Supervisor’s Instructions
Interviewer’s Instructions
Call Record Sheets
Visual Aids and Other Supplements
Field Management Companies
Step 10,Implementing the Survey
34
scientific
creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains,healthy” skepticism
ethical
Good Marketing Research
35
Team Work:
Prepare Survey Questionnaire for a project
36
37
10 useful questions for determining the
information needs of marketing managers:
– What decisions do you regularly make?
– What information do you need to make these
decisions?
– What information do you regularly get?
– What special studies do you periodically request?
_ What information would you want that you are
not getting now?
38
– What information would you want daily? Weekly?
Monthly? Yearly?
– What magazines and trade reports would you like to
see on a regular basis?
– What topics would you like to be kept informed of?
– What data analysis programs would you want?
– What are the four most helpful improvements that
could be made in the present marketing information
system?
团队作业负责一项产品的市场调查设计和实施
40
思考练习:
1、什么是营销信息系统?它包括哪些子系统?
2,营销调研的目标有哪三类?
3,营销调研包括哪些步骤?
4,什么是第一手信息?什么是第二手信息?
5,营销调研可以采取哪些调查方法?
41
阅读任务:
1,教材第二篇第 4章
,市场营销调研和信息系统,,第 135- 178
页 。
2,菲利普 ·科特勒,,营销管理,( 第九版 )
第二篇第 4章 。
Back
Information
Introduc-
tion
Slides
Case
Questions
Readings
BACK
Locating Advantages
2
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
3
Kotler on Marketing
Marketing is becoming a battle
based more on information than on
sales power.
Introduction
KODAK
EXPRESS
5
0%
20%
40%
60%
80%
100%
1970 1977 1985
Pepsi-cola
Coca-cola
百事可乐的营销策略
目标市场 —— 年轻人
主题 —— 青春、时尚、激情
口味测试
现场直播可口可乐的对策
1982年,为找出可口可乐衰退的真正原因,可口可乐决定在全国10个主要城市进行一次深入的消费者调查,调查结果显示,大多数消费者愿意尝试新口味可乐;
为确保万无一失,在新可口可乐正式推向市场之前,可口可乐公司又花费数百万美元在13个城市中进行了口味测试,邀请了近20万人品尝无标签的新/老可口可乐 。 结果让决策者们更加放心,六成的消费者回答说新可口可乐味道比 老可口可乐要好,认为新可口可乐味道胜过百事可乐的也超过半数 。
越来越多的老可口可乐的忠实消费者开始抵制新可乐 。
对于这些消费者来说,传统配方的可口可乐意味着一种传统的美国精神,放弃传统配方就等于背叛美国精神,
,只有 老可口可乐才是真正的可乐,。 有的顾客甚至扬言将再也不买可口可乐 。
仅仅3个月的时间,可口可乐的新可乐计划就以失败告终 。 尽管公司前期花费了2年时间,数百万美元进行市场调研;
对于可口可乐的消费者而言,口味并不是最主要的购买动机 。
What’s wrong with New Coke
1.Marketing Information System
2.Marketing Research
3.Demand measuring
7
Marketing information system (MIS)
consists of people,equipment,and
procedures to gather,sort,analyze,
evaluate,and distribute needed,timely,
and accurate information to marketing
decision makers.
1.Marketing Information System
8
2,Marketing Research
Marketing Research Process
Secondary -Data sources
Research Approaches
Criteria of Good Marketing
Research
9
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to
achieve the research objectives?
What will we do with the research?
Before the research:
10
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings
The Marketing Research Process
11
Establish
Research
Objectives
Research Design
Choice of
Method
Selection of
the Sampling
Procedure
Collection of
the Data
Analysis of
the Data
Writing and
Presenting
the Report
Follow up
12
Exploratory
Research
Descriptive
Research
Causal
Research
Test cause- and-effect
relationships.
Tests hypotheses about cause-
and-effect relationships.
Sheds light on problem -
suggest solutions or
new ideas.
Ascertain magnitudes.
Defining the Problem & Research
Objectives
13
R ese arc h Pu rpo se R ese arc h Q ue st io n Hyp ot he si s
Ex pl or at or y Res ea r ch
W ha t ne w pr od uc t
sh ou l d b e de ve l op ed?
W ha t al t erna t i ve way s ar e
t he re t o pr ov i de lun ch es
fo r s ch oo l chi l dr en?
Bo xe d l un ch es ar e be t t er than ot he r
fo rm s,
Desc ri pt i ve Resea r ch
How sh o ul d a ne w
pr od uc t be d i st ri bu t ed?
W he re do pe op l e no w bu y
si m i l ar pr od uc t s?
Upp er - cl as s bu ye rs us e sp eci al t y
st or es,an d m i dd le - cl as s buye rs us e
de pa rt m en t st or es,
Cau sa l Resea r ch
W i l l an i nc re as e i n t he
se rv i ce s st af f b e pr of i t ab l e?
W ha t i s t he re l at i on shi p
be t ween si ze of se rv i ce s
st af f an d r ev en ue?
Fo r sm al l or ga ni zati on s,an i nc re as e of
50 % or l es s wi l l ge ne ra t e m ar gi nal
re ve nu e i n ex ces s o f m ar gi na l cos t s,
14
Research Proposal
Purpose and Scope
Objectives
Research Approach
Time and Cost Estimates
Appendixes
15
Primary Data Collection
Secondary Data Collection
Sources of information collection
16
Secondary-Data Sources
Internal Sources
Government Publications
Periodicals and Books
Commercial Data
On-Line Database
– Associations
– Business Information
17
Help to Clarify or define the definition of the problem as
part of the exploratory research process.
Provide a solution to the problem.
Provide primary data research method alternatives.
Alert researcher to potential problems or difficulties.
Provide necessary background information and build
creativity for the research report,
Advantages of Secondary Data
18
Lack of availability.
Lack of Relevance.
Inaccurate Data.
Insufficient Data.
Limitations of Secondary Data
19
Focus-group
Survey
Experimental
Observational
Approaches? Primary Data Collection:
20
Approaches to Observation Research
Natural Vs,Contrived Situation
Open Vs,Disguised Observation
Human Vs,Machine Observers
Direct Vs,Indirect Observation
Primary Data Collection,Observation
21
Focus group research
22
Focus Group Research Process
Select a
Moderator
Create a discussion
guide
Prepare
for the Group
Conduct the Group
Prepare the
Focus Group Report
23
Other Qualitative Research Methods
Depth Interviews
Projective Techniques
Word Association Tests
Sentence and Story Completion
Cartoon Tests
Photo Sorts
Consumer Drawing
Story Telling
Third-Person Techniques
24
25
–Mail questionnaire
–Personal interviewing
Arranged interviews
Intercept interviews
Online methods
Telephone interviews
Contact Methods
26
Marketing research Tool,Questionnaire
Criteria for A Good Questionnaire
Does It Provide the Necessary Decision-making
Information?
Consider the Respondent
Editing,Coding,and Data Processing Requirements
A Questionnaire Services Many Masters
27
The Questionnaire Development Process
Step 1,Determine Survey Objectives,
Resources,and Constrains
Step 2,Determine the Data Collection
Method
28
Open-ended Questions
Closed-ended Questions
Step 4,Decide the Question Wording
The Wording Must be Clear
Select Words so as to Avoid Biasing the Respondent
Consider the Ability of the Respondent to Answer the
Question
Consider the Willingness of the Respondent to Answer
the Question
Step 3,Determine the Question Response
Format(Question Types)
29
Dichotomous
Questionnaire,Closed-end Questions
1_____ 2 _____ 3_____ 4_____ 5_____
Small airlines generally give better service than large ones.
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree
A statement with which the respondent
shows the amount of agreement/
disagreement.
Likert scale
An organized tour groupSpouse and
children
Business associates/friends/relativesSpouse
Children onlyNo one
With whom are you traveling on this flight?A question with three or more answers.
Multiple
Choice
In arranging this trip,did you personally phone American?
Yes No
A question with two possible answers.
ExampleDescriptionName
A,Closed-end Questions
30
Use the Screener Questions to Identify Qualified Respondents
After Obtaining A Qualified Respondent,Begin with A Question
that Obtains A Respondent’s Interest
Ask General Questions First
Ask Questions that Require,Work” in the Middle of the
Questionnaire
Position Sensitive,Threatening,and Demographic Questions at
the End
Step 5,Establish Questionnaire Flow and
Layout
31
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to
Accomplish the Research Objectives?
Appearance of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-ended Responses
Consider Color Coding the Questionnaires
Instructions Printed Within the Questionnaire Should be in
Capital Letters
Step 6,Evaluate the Questionnaire
32
Step 7,Obtain Approval of All Relevant
Parties
Step 8,Pretest and Revise
Step 9,Prepare Final Questionnaire Copy
33
Supervisor’s Instructions
Interviewer’s Instructions
Call Record Sheets
Visual Aids and Other Supplements
Field Management Companies
Step 10,Implementing the Survey
34
scientific
creative
Uses multiple methods
Realizes the interdependence of
models & data
Acknowledges the cost & value of
information
Maintains,healthy” skepticism
ethical
Good Marketing Research
35
Team Work:
Prepare Survey Questionnaire for a project
36
37
10 useful questions for determining the
information needs of marketing managers:
– What decisions do you regularly make?
– What information do you need to make these
decisions?
– What information do you regularly get?
– What special studies do you periodically request?
_ What information would you want that you are
not getting now?
38
– What information would you want daily? Weekly?
Monthly? Yearly?
– What magazines and trade reports would you like to
see on a regular basis?
– What topics would you like to be kept informed of?
– What data analysis programs would you want?
– What are the four most helpful improvements that
could be made in the present marketing information
system?
团队作业负责一项产品的市场调查设计和实施
40
思考练习:
1、什么是营销信息系统?它包括哪些子系统?
2,营销调研的目标有哪三类?
3,营销调研包括哪些步骤?
4,什么是第一手信息?什么是第二手信息?
5,营销调研可以采取哪些调查方法?
41
阅读任务:
1,教材第二篇第 4章
,市场营销调研和信息系统,,第 135- 178
页 。
2,菲利普 ·科特勒,,营销管理,( 第九版 )
第二篇第 4章 。
Back