014麦肯锡-营销研究工具

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1、CONFIDENTIALMarketResearchToolkitMARKETINGSCIENCECENTERSeptember1995TABLEOFCONTENTSQualitativeFocusgroupsIn-depthinterviewsObservationalresearchQuantitativeQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelST-ZXe247/950830SeaH

2、R1Theobjectiveofthisdocumentistoprovideaquickoverviewofmarketresearchtechniques.MoredetailcanbefoundintheMarketResearchHandbook(PDNet#6229)orbycontactingamarketingsciencespecialist.MARKETINGSCIENCECENTERLindaMiddleton–CHSudeepHaldar–CHXavierAzalbert–LNAngelaLovejoy–LNSidSimmons–LNNirm

3、alaSantiapillai–LNPeterPrins–AMNeilAllison–SFRichMilliman–ATRamaBijapurkar–BYJohnForsyth–STMikeSherman–NYKevinNuffer–NYBernhardvonSkerst–HAAnilKaul–NYMarkEsser–DUMarkLeiter–NYKKDavey–NYJoshuaGoff–NYST-ZXe247/950830SeaHR12Therearetwotypesofmarketresearchtechniques:qualitativeandquantit

4、ative.Generally,aresearchprogramstartswithqualitativetogeneratehypothesesandquantitativetoprovethem.TWOTYPESOFTECHNIQUESQualitativeQuantitativeObjectiveGenerateshypothesesondecisionTestsandquantifieshypothesesmakers,buyingprocess,andkeybuyingfunction(KBF)ToolsavailableFocusgroupsQuick

5、hitIn-depthinterviewsBasicA&UObservationalresearchConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelST-ZXe247/950830SeaHR13FOCUSGROUPSWhatisit?Approximatelyatwohourdiscussionamong8to12people,ledbyamoderatorWhendoyouuseit?Earlyintheresearchpro

6、cess,toclarifytheissues,generateideasonhypotheses,andhelpdeterminewhatotherresearchtoconduct.Thisisparticularlythecasewhenthereislittleinformationonthesubjector,whentimeandmoneyareverylimited,astheonlyresearchtool–particularlywhenyoudon'texpectawidedivergenceofviewsHowdoyoudoit?Hiream

7、oderatorRecruitparticipantsPrepareadiscussionguideAttendfocusgroup(s)VideotapethegroupsDebriefmoderatortodetermineconclusionsWhatdoyougetoutit?AsummaryofkeyfindingsandwelldevelopedhypothesesforansweringcertainkeyissuesApproximatecost$3,000-$5,000foreachgroupof10consumerrespondentsProj

8、ectty