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ID:50598582
大小:1.47 MB
页数:50页
时间:2020-03-12
《市场营销国外原版教材第二章.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyChapter2TheMarketingResearchProcessChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatspecificinformationisrequiredtomakebusinessdecisionsDefinethemarketingresearchproblem(MRP)foranyparticulard
2、ecisionUnderstandtheimportanceofclearlyspecifyingtheinformationrequiredfromresearchApplymethodsthathelptodefinetheinformationinmeasurabletermsApplyprocedurestoestimatethevalueofresearchChapterObjectives(continued)UnderstandthecontentsandstructureoftheresearchbriefDescribethepurposeoftheelementsofthe
3、researchbriefUnderstandtherelationshipbetweenthemanagementdecisionmakingproblemandtheresearchbriefExplaintheimportanceofethicalbehaviourChapterOutlineFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMa
4、rketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryTopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketi
5、ngresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryFromManagementDecisionProblemtoMarketingResearchProblemThemanagementdecisionproblem(MDP)stateswhattheDMneedstodoItisaction-orientedThemarketingresearchproblem(MRP)as
6、kswhatinformationisneededandimplieshowitcanbebestobtainedItisinformation-orientedFromManagementDecisionProblemtoMarketingResearchProblemThereisadistinctionbetweenthemanagementdecisionproblemandthemarketingresearchproblemCollaborationbetweentheDMandtheresearcherrequiredtoformulatethemarketingresearch
7、problemTopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImp
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