市场营销第八章英文.ppt

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1、Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinIdentifythereasonforconductingmarketingresearch.LO1Describethefive-stepmarketingresearchapproachthatleadstomarketingactions.Explainhowmarketingusessecondaryandprimarydata.LO3LO2LEARNINGOBJECTIVES(LO)AFTER

2、READINGCHAPTER8,YOUSHOULDBEABLETO:8-2Discusstheusesofobservations,questionnaires,panels,experiments,andnewerdatacollectionmethods.Explainhowinformationtechnologyanddataminingleadtomarketingactions.LO4LO5LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER8,YOUSHOULDBEABLETO:Describethreeapproa

3、chestodevelopingacompany’ssalesforecast.LO68-3TESTSCREENINGS:HOWLISTENINGTOCONSUMERSREDUCESMOVIERISKS8-4What’sinaMovieName?TheRisksofToday’s(andTomorrow’s)BlockbusterMoviesConductTestScreeningsUseTrackingStudiesTESTSCREENINGSANDTRACKINGSTUDIES:HOWLISTENINGTOCONSUMERSREDUCESMOVIERIS

4、KSCostofProducingandMarketingaMovie8-5FIGURE8-AMarketingresearchquestionsaskedintestscreeningsofmoviesthatleadtospecificactions8-6TheChallengesinDoingGoodMarketingResearchFive-StepMarketingResearchApproachTHEROLEOFMARKETINGRESEARCHLO1/LO2WhatisMarketingResearch?DecisionDecisionMaki

5、ng8-7FIGURE8-1Five-stepmarketingresearchapproachleadingtomarketingactions8-8STEP1:DEFINETHEPROBLEMSETTHERESEARCHOBJECTIVESLO2BeSpecific,Measurable,andAchievableHaveaClearResearchPurposeMustLeadtoMarketingActions8-9STEP1:DEFINETHEPROBLEMIDENTIFYPOSSIBLEMARKETINGACTIONSLO2MeasuresofS

6、uccessPossibleMarketingActionsMeasureofSuccess:PlaytimeChildrenSpentMoreTimePlayingwithOldDesignChildrenSpentMoreTimePlayingwithNewDesignContinuewithOldDesign;Don’tIntroduceNewDesignIntroduceNewDesign;DropOldDesignDoestheResearchLeadtoDifferentOutcomesthatLeadtoDifferentMarketi

7、ngActions?8-10STEP2:DEVELOPTHERESEARCHPLANLO2SpecifyConstraintsIdentifyDataNeededforMarketingActions8-11STEP2:DEVELOPTHERESEARCHPLANDETERMINEHOWTOCOLLECTDATALO2ConceptsMethodsNew-ProductConceptSamplingStatisticalInference8-12STEP3:COLLECTRELEVANTINFORMATION/DATALO3DataSecondaryDat

8、aPrimaryData8-13FIG