【国外原版配套市场营销调研】MrkRr.ppt

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1、PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyChapter3SpecifyingtheMarketingResearchProcessChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatgoodresearchrequiresgoodthinkingUnderstandthatnothingisas

2、practicalasagoodtheoryShowhowabroadresearchapproachisnarrowedintospecificmarketresearchquestionsDescribetheprocessestheresearchercarriesouttounderstandthecontextandhowtoapproachthemarketresearchproblemChapterObjectives(continued)Understandtheusefulnessofhypoth

3、esesaboutthemarketresearchproblemAppreciatetheimportanceofclearlyspecifyingtheinformationneededanditsrelationshiptotheresearchobjectivesDemonstratehowtospecifypractical,measurableandachievableresearchobjectivesTopicTheapproachtospecifyingthemarketingresearchob

4、jectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryTheApproachtoSpecifyingtheMarketingResearchObjectivesTodevelopaneffectiveandefficientresearchdesigntheresearchmustchoosethebasisonwhichtoexamthepr

5、oblemThisapproachistheoverallparadigm:AnoverallandfundamentalbasisonwhichasituationcanbeconsideredandanalysedConfidenceneededthatitisareasonablesetofassumptionswithwhichtoguidetheformulationoftheresearchobjectivesandtheresearchdesignmethodologyInconsumerbehavi

6、ourstudiesthebasicparadigmcouldbethatthebehaviourisrational,consciousdecisionmakingandnotbasedonrandomsubconsciousbehaviourTheApproachtoSpecifyingtheMarketingResearchObjectivesTaskstheresearchermayundertake:EstablishobjectivesandtheoreticalframeworkDevelopconc

7、eptualandanalyticalmodelsSettheresearchquestionsSpecifyappropriatehypothesesTheApproachtoSpecifyingtheMarketingResearchObjectivesIntheprocessofdevelopingaconceptualapproachandparadigmtherearefourimportantoutputsfortheresearchdesign:ListofresearchquestionsSpeci

8、ficationofthenecessaryinformationProjectscopeResearchobjectivesTopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebe