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时间:2020-03-26
《市场营销课件英文22个文件教学作者几十个ppt 06-exploratory rsch.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、ExploringMarketingResearchWilliamG.ZikmundChapter6:ExploratoryResearchStatementofResearchObjectivesProblemDefinitionDefiningProblemResultsinClearCutResearchObjectivesExploratoryResearch(Optional)AnalysisoftheSituationSymptomDetectionEXPLORATORYRESEARCHSecondaryDataExperienceSurveyPilotStudiesExp
2、loratoryResearchInitialresearchconductedtoclarifyanddefinethenatureofaproblemDoesnotprovideconclusiveevidenceSubsequentresearchexpectedWhatisExploratoryResearch?QUANTITATIVEDATAQUALITATIVEDATAWhyConductExploratoryResearch?DiagnoseasituationScreeningofalternativesDiscovernewideasConceptTestingExpl
3、oratoryresearchprocedurethattestssomesortofstimulusasaproxyforanideaaboutanew,revised,orrepositionedproductCategoriesofExploratoryResearchExperiencesurveysSecondarydataanalysisCasestudiesPilotstudiesExperienceSurveysAskknowledgeableindividualsaboutaparticularresearchproblem-mostarequitewilling“If
4、youwishtoknowtheroadupthemountain,youmustaskthemanwhogoesbackandforthonit.”--ZenrinkusiSecondaryDataAnalysisDatacollectedforapurposeotherthantheprojectathandEconomicalQuicksourceforbackgroundinformationCaseStudyMethodIntenselyinvestigatesoneorafewsituationssimilartotheproblemInvestigateindepthCar
5、efulstudyMayrequirecooperationPilotStudyAcollectivetermAnysmallscaleexploratorystudythatusessamplingButdoesnotapplyrigorousstandardsPilotStudiesFocusGroupInterviewsProjectiveTechniquesIn-DepthInterviewsProjectiveTechniquesWordassociationtestsSentencecompletionmethodThird-persontechniqueRoleplayin
6、gT.A.T.PicturefrustrationversionofT.A.T.“Amanisleasthimselfwhenhetalksinhisownperson;whengivenamaskhewilltellthetruth.”--OscarWildeWordAssociationSubjectispresentedwithalistofwordsAskedtorespondwithfirstwordthatcomestomindWordAssociationExamplesGREENMoneyLawnEggsandHamWordAssociationExamplesCHEES
7、EKraftCheddarGoatSentenceCompletionPeoplewhodrinkbeerare______________________Amanwhodrinkslightbeeris___________________Importedbeerismostlikedby___________________Awomanwilldrinkbeerwhen____________________ThematicAp
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