1、Chapter TwoDefining the Marketing Research Problem and Developing an Approach第二章 定義市場(chǎng)營(yíng)銷(xiāo)研究問(wèn)題與確定研究方法教學(xué)目的理解定義營(yíng)銷(xiāo)研究問(wèn)題的重要性和過(guò)程描述定義問(wèn)題的相關(guān)工作明確管理決策問(wèn)題和營(yíng)銷(xiāo)研究問(wèn)題之間的區(qū)別解釋定義明確的營(yíng)銷(xiāo)研究問(wèn)題的結(jié)構(gòu)詳細(xì)論述研究方法的組成部分2011/2/11整理ppt2Chapter Outline 學(xué)習(xí)內(nèi)容1. Overview2. Importance of Defining a Problem3. The Process of Defining the Problem a

2、nd Developing an Approach4. Tasks involved in Problem Definitioni. Discussions with Decision Makersii. Interviews with Industry Expertsiii. Secondary Data Analysisiv. Qualitative Research本章概要定義問(wèn)題的重要性定義問(wèn)題和確定研究方法的過(guò)程涉及定義問(wèn)題的相關(guān)任務(wù)同決策者討論專(zhuān)家訪談二手?jǐn)?shù)據(jù)分析定性研究2011/2/11整理ppt33Chapter Outline章節(jié)大綱5. Environmental Cont

3、ext of the Problemi. Past Information and Forecastsii. Resources and Constraintsiii. Objectivesiv. Buyer Behaviorv. Legal Environmentvi. Economic Environmentvii. Marketing and Technological Skills6. Management Decision Problem and MarketingResearch Problem 問(wèn)題的環(huán)境背景歷史信息與預(yù)測(cè)資源與約束目標(biāo)購(gòu)買(mǎi)者行為法律環(huán)境經(jīng)濟(jì)環(huán)境營(yíng)銷(xiāo)與技術(shù)水平管理

4、決策問(wèn)題和營(yíng)銷(xiāo)研究問(wèn)題2011/2/11整理ppt44Chapter Outline章節(jié)大綱7. Defining the Marketing Research Problem8. Components of an Approachi. Objective / Theoretical Foundationsii. Analytical Modeliii. Research Questionsiv. Hypothesisv. Specification of Information Needed 9. International Marketing Research10. Ethics in M

5、arketing Research定義營(yíng)銷(xiāo)研究問(wèn)題研究框架的組成客觀/理論基礎(chǔ)分析模型研究問(wèn)題假設(shè)明確所需信息國(guó)際市場(chǎng)營(yíng)銷(xiāo)研究市場(chǎng)營(yíng)銷(xiāo)研究道德2011/2/11整理ppt55Chapter Outline章節(jié)大綱11. Summary12. Key Terms and Concepts總結(jié)重要術(shù)語(yǔ)與概念2011/2/11整理ppt66Chain Restaurant Study連鎖餐館研究One day I received a phone call from a research analyst who introduced himself as one of our alumni. He

6、was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.一天，我接到一個(gè)研究分析人員的電話(huà)。他自稱(chēng)是我的大學(xué)同學(xué)，在鎮(zhèn)上的一家連鎖餐館工作，此時(shí)在分析營(yíng)銷(xiāo)研究中他所收集到的數(shù)據(jù)，但他需要這方面的幫助。2011/2/11整理ppt77Chain Restaurant Study連鎖餐館研究我們碰面時(shí)，他給我看了一份調(diào)查問(wèn)卷，同時(shí)問(wèn)我該如何分析得到的數(shù)據(jù)。我問(wèn)他的第一個(gè)問(wèn)題就是W

7、hen we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,2011/2/11整理ppt88Chain Restaurant Study連鎖餐館研究When he looked perplexed, I explained that data analysis is not an independent exercise.Rather, the goal of data analysis is

8、 to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.當(dāng)我看見(jiàn)他一臉的迷茫的時(shí)候，我向他解釋數(shù)據(jù)分析并不是一項(xiàng)孤立的工作，相反，數(shù)據(jù)分析的目標(biāo)應(yīng)該是為所面臨的問(wèn)題提供相關(guān)的信息。2011/2/11整理ppt99Chain Restaurant StudyI was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not ex

9、ist. So before going any further, I had to the marketing research problem.令我吃驚的是，他竟然對(duì)于他的營(yíng)銷(xiāo)研究問(wèn)題沒(méi)有清楚地認(rèn)識(shí)，而且沒(méi)有任何關(guān)于問(wèn)題定義的書(shū)面資料。因此，在進(jìn)行任何深入的探討之前，我必須先定義營(yíng)銷(xiāo)研究問(wèn)題。2011/2/11整理ppt1010Chain Restaurant StudyOnce that was done, I found that much of the data collected was not relevant to the problem. In this sense, the

10、 whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.當(dāng)我完成了這項(xiàng)工作之后，我發(fā)現(xiàn)收集到的很多信息與研究的問(wèn)題沒(méi)有太大的關(guān)系。由此看來(lái)，整個(gè)研究就是一種資源的浪費(fèi)。必須針對(duì)已識(shí)別的問(wèn)題重新設(shè)計(jì)和實(shí)施一項(xiàng)新的研究項(xiàng)目。2011/2/11整理ppt11The Problem Definition ProcessFig. 2.1DiscussionwithDecision Maker(s)Interviewswith E

11、xpertsSecondaryData AnalysisQualitativeResearchManagement Decision ProblemMarketing Research ProblemTasks Involved Environmental Context of the ProblemStep I: Problem DefinitionStep II: Approach to the ProblemObjective/ TheoreticalFoundations ResearchQuestions HypothesesStep III: Research DesignAnal

12、ytical Model: Verbal, Graphical, MathematicalSpecificationofInformationNeeded2011/2/11整理ppt12The Problem Definition Process問(wèn)題定義過(guò)程Fig. 2.1專(zhuān)家訪談管理決策問(wèn)題管理決策問(wèn)題營(yíng)銷(xiāo)研究問(wèn)題營(yíng)銷(xiāo)研究問(wèn)題相關(guān)工作相關(guān)工作問(wèn)題的環(huán)境背景問(wèn)題的環(huán)境背景第一步：定義問(wèn)題第一步：定義問(wèn)題第二步：確定研究方法第二步：確定研究方法客觀/理論基礎(chǔ)第三步：研究設(shè)計(jì)第三步：研究設(shè)計(jì)二手?jǐn)?shù)據(jù)分析定性研究同決策者討論分析模型：描述性、數(shù)學(xué)模型研究問(wèn)題假設(shè)確認(rèn)所需信息2011/2/11整理pp

13、t13Tasks Involved in Problem Definition相關(guān)工作 Discussions with Decision MakersInterviews with Industry ExpertsSecondary Data AnalysisQualitative Research同決策者討論專(zhuān)家訪談二手?jǐn)?shù)據(jù)分析定性研究2011/2/11整理ppt14The Problem Audit問(wèn)題審計(jì)The problem audit is a comprehensive examination of a marketing problem with the purpose of

14、understanding its origin and nature.1. The events that led to the decision that action is needed, or the history of the problem 2. The alternative courses of action available to the DM 3. The criteria that will be used to evaluate the alternative courses of action4. The potential actions that are li

15、kely to be suggested based on the research findings 5. The information that is needed to answer the DMs questions 6.The manner in which the DM will use each item of information in making the decision 7. The corporate culture as it relates to decision making 問(wèn)題審計(jì)是為了了解問(wèn)題的根源和本質(zhì)而對(duì)營(yíng)銷(xiāo)研究問(wèn)題進(jìn)行的一項(xiàng)綜合性的檢查：引發(fā)采取必

16、要措施而進(jìn)行決策的事件或問(wèn)題的歷史決策者可采取的備選方案評(píng)估備選方案的標(biāo)準(zhǔn)根據(jù)研究結(jié)果建議采取的可能的行動(dòng)回答決策者的問(wèn)題所需要的信息決策者利用各項(xiàng)信息進(jìn)行決策的方式同決策相關(guān)的企業(yè)文化2011/2/11整理ppt15The Seven Cs of Interaction互動(dòng)7CThe interaction between the DM and the researcher should be characterized by the seven Cs:CommunicationCooperationConfidence CandorClosenessContinuityCreativity

17、決策者和研究人員之間溝通應(yīng)具備以下特征，簡(jiǎn)稱(chēng)7C：溝通合作信心坦誠(chéng)親密持續(xù)創(chuàng)意2011/2/11整理ppt1616Factors to be Considered in the Environmental Context of the Problem 問(wèn)題的環(huán)境背景中必須考慮的問(wèn)題Past Information And ForecastsResources And ConstraintsObjectivesBuyer BehaviorLegal EnvironmentEconomic EnvironmentMarketing And Technological Skills歷史信息與預(yù)測(cè)資源

18、與約束目標(biāo)購(gòu)買(mǎi)者行為法律環(huán)境經(jīng)濟(jì)環(huán)境營(yíng)銷(xiāo)與技術(shù)水平Fig. 2.22011/2/11整理ppt17Management Decision Problem Vs. Marketing Research Problem管理決策問(wèn)題與營(yíng)銷(xiāo)研究問(wèn)題Management Decision ProblemMarketing Research Problem2011/2/11整理ppt18Should a new product be introduced? 是否應(yīng)該引進(jìn)新產(chǎn)品？Should the advertising campaign be changed? 是否應(yīng)該改變廣告活動(dòng)？Should the

19、 price of the brand be increased? 這種品牌的價(jià)格是否應(yīng)該 提高？To determine consumer preferencesand purchase intentions for the proposed new product 針對(duì)提議的新產(chǎn)品確定消費(fèi)者偏好和購(gòu)買(mǎi)傾向To determine the effectiveness of the current advertising campaign 確定現(xiàn)有廣告活動(dòng)的有效性To determine the price elasticity of demand and the impact on sale

20、s and profits of various levels of price changes 確定需求的價(jià)格彈性，確定在不同水平上價(jià)格變化對(duì)銷(xiāo)售額和贏利的影響Proper Definition of the Research Problem營(yíng)銷(xiāo)研究問(wèn)題的正確定義Marketing Research Problem營(yíng)銷(xiāo)研究問(wèn)題Broad Statement寬泛的陳述Specific Components具體的組成部分Fig. 2.32011/2/11整理ppt19Department Store Project百貨商店項(xiàng)目2011/2/11整理ppt20決策者：我已經(jīng)觀察到顧客關(guān)顧西爾斯百貨

21、商店的次數(shù)有所減少。研究人員：你是怎么知道的？決策者：這可以通過(guò)我們的銷(xiāo)售額和市場(chǎng)份額反應(yīng)出來(lái)。研究人員：您怎么知道貴點(diǎn)的光顧率降低了呢？決策人員：但愿我能夠知道。研究人員：競(jìng)爭(zhēng)對(duì)手的情況如何？決策者：我想，在某些方面我們略勝一籌，但在其他方面我們稍遜一籌。研究人員：您的顧客是如何評(píng)價(jià)貴店的呢？決策者：我想大多數(shù)還是持肯定的態(tài)度，雖然我們?cè)谀骋粌蓚€(gè)領(lǐng)域不盡人意。 通過(guò)研究人員同決策者和關(guān)鍵的主管們的一系列對(duì)話(huà)，并進(jìn)行二手?jǐn)?shù)據(jù)分析和定性研究，最終確定了如下的問(wèn)題。管理決策問(wèn)題：我們應(yīng)該如何提高西爾斯的顧客光顧率。營(yíng)銷(xiāo)研究問(wèn)題：通過(guò)比較影響顧客光顧率的主要因素，確定西爾斯同其他主要競(jìng)爭(zhēng)對(duì)手的相對(duì)優(yōu)

22、勢(shì)和劣勢(shì)。Department Store Project2011/2/11整理ppt21Problem DefinitionIn the department store project, the marketing research problem is to determine the relative strengths and weaknesses of Sears, vis-vis other major competitors, with respect to factors that influence store patronage. Specifically, resear

23、ch should provide information on the following questions.1. What criteria do households use when selecting department stores?2. How do households evaluate Sears and competing stores in terms of the choice criteria identified in question 1?3. Which stores are patronized when shopping for specific pro

24、duct categories?4. What is the market share of Sears and its competitors for specific product categories?5. What is the demographic and psychological pro the customers of Sears? Does it differ from the pro customers of competing stores?Components of an Approach 研究框架的組成2011/2/11整理ppt22Objective/Theor

25、etical FoundationsAnalytical ModelResearch QuestionsHypothesesSpecification of the Information Needed客觀/理論基礎(chǔ)分析模型研究問(wèn)題假設(shè)明確所需信息研究框架的組成2011/2/11整理ppt23 是建立在被稱(chēng)為公理的基本陳述上的概念體系。 指導(dǎo)研究的正確理論也可以通過(guò)對(duì)學(xué)術(shù)書(shū)籍、雜志和專(zhuān)著等文獻(xiàn)回顧而得到。理論（theory） （指沒(méi)有偏見(jiàn)并被經(jīng)驗(yàn)結(jié)果所支持的依據(jù)）是通過(guò)處理來(lái)自二手資料的相關(guān)信息而得到的。客觀證據(jù)（objective evidence）The Role of Theory in

26、 Applied Marketing ResearchResearch Task Role of Theory 1. Conceptualizing and identifying key variables Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independent variables. 2. Operationalizi

27、ng key variables Theoretical constructs (variables) can suggest independent and dependent variables naturally occurring in the real world. 3. Selecting a research design Causal or associative relationships suggested by the theory may indicate whether a causal or descriptive design should be adopted.

28、 4. Selecting a sample The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the population (see Chapter 11). 5. Analyzing and interpreting data The theoretical framework (and the models, research quest

29、ions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results (see Chapter 14). 6. Integrating findings The findings obtained in the research project can be interpreted in the light of previous research and integrated with the existing body of kno

30、wledge. 2011/2/11整理ppt24The Role of Theory in Applied Marketing Research 理論在應(yīng)用市場(chǎng)營(yíng)銷(xiāo)研究中的作用2011/2/11整理ppt25研究任務(wù)研究任務(wù)理論的作用理論的作用概念化和識(shí)別關(guān)鍵的變量提供一個(gè)概念基礎(chǔ)和基于問(wèn)題情境的基本過(guò)程的理解。這些過(guò)程將提出關(guān)鍵因變量和自變量。操作化關(guān)鍵變量理論上的構(gòu)念（變量）能夠提出在現(xiàn)實(shí)世界中自然產(chǎn)生的自變量和因變量。選擇一個(gè)研究設(shè)計(jì)由理論提出的因果或關(guān)聯(lián)關(guān)系可以表明是否應(yīng)通過(guò)因果或描述性的設(shè)計(jì)選擇樣本理論的框架在定義總體和為合格的被訪者、配額、總體分層提出變量可能有用的（參閱第 11

31、章）。分析和解釋數(shù)據(jù)理論框架 （模型、 研究問(wèn)題和基于它的假設(shè)） 指導(dǎo)數(shù)據(jù)分析戰(zhàn)略的選擇和結(jié)果的解釋 （請(qǐng)參閱第 14 章）。整合研究結(jié)果在研究項(xiàng)目中取得的結(jié)果可以根據(jù)先前的研究解釋和與現(xiàn)有的知識(shí)結(jié)合起來(lái)。Models模型2011/2/11整理ppt26An analytical model is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. In verbal models, the variabl

32、es and their relationships are stated in prose form. Such models may be mere restatements of the main tenets of a theory.分析模型是指用來(lái)表示實(shí)際系統(tǒng)或過(guò)程的整體或局部的一組變量及其相互關(guān)系。常見(jiàn)的有文字模型、圖示模型和數(shù)學(xué)模型。在文字模型里，變量及其關(guān)系是通過(guò)文字形式來(lái)表述的。這種模型可能僅僅是對(duì)一個(gè)理論的一些主要原則的復(fù)述。Graphical Models圖示模型2011/2/11整理ppt27Graphical models are visual. They are u

33、sed to isolate variables and to suggest directions of relationships but are not designed to provide numerical results.圖示模型是可視化的模型，他用來(lái)區(qū)分變量和說(shuō)明關(guān)系，但他不能提供數(shù)字結(jié)構(gòu)。AwarenessUnderstanding: EvaluationPreferencePatronage知曉了解：評(píng)估偏好惠顧Mathematical Models數(shù)學(xué)模型Mathematical models explicitly specify the relationships am

34、ong variables, usually in equation form.數(shù)學(xué)模型數(shù)學(xué)模型可以詳細(xì)說(shuō)明變量之間的關(guān)系，通常是用方程的形式。 Where y = degree of preference 偏好程度 xi 構(gòu)成選擇標(biāo)準(zhǔn)的商店惠顧因素 = model parameters to be estimated statistically 需要進(jìn)行統(tǒng)計(jì)估計(jì)得模型參數(shù) =+=niiixaay10aai,02011/2/11整理ppt28Development of Research Questions and Hypotheses提出研究問(wèn)題和假設(shè)Components of the Ma

35、rketing Research Problem營(yíng)銷(xiāo)研究問(wèn)題的組成部分Research Questions 研究問(wèn)題Hypotheses 假設(shè)Objective/TheoreticalFrameworkAnalyticalModel2011/2/11整理ppt29Fig. 2.4Research Questions and Hypotheses研究問(wèn)題和假設(shè) 2011/2/11整理ppt30Research questions (RQs) are refined statements of the specific components of the problem. A hypothesis

36、 (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.研究問(wèn)題是對(duì)具體組成部分的精煉陳述。假設(shè)是關(guān)于研究人員所感興趣的某個(gè)要素或現(xiàn)象的未經(jīng)證實(shí)的論述或推測(cè)。通常，假設(shè)是研究問(wèn)題的一個(gè)可能的答案。假設(shè)是關(guān)于關(guān)系的論述或推測(cè)，而不僅僅是需要回答的問(wèn)題。Department Store Project

37、百貨商店項(xiàng)目2011/2/11整理ppt31RQ: Do the customers of Sears exhibit store loyalty?H1: Customers who are store-loyal are less knowledgeable about the shopping environment.H2: Store-loyal customers are more risk-averse than are non-loyal customers. 研究問(wèn)題：西爾斯的顧客會(huì)表現(xiàn)出對(duì)商店忠誠(chéng)嗎？假設(shè)1：對(duì)商店忠誠(chéng)的顧客對(duì)購(gòu)物環(huán)境不是特別在意。假設(shè)2：對(duì)商店忠誠(chéng)的顧客比不忠

38、誠(chéng)的顧客更傾向于規(guī)避風(fēng)險(xiǎn)。Department Store Project百貨商店項(xiàng)目Specification of Information Needed確認(rèn)所需信息確認(rèn)所需信息2011/2/11整理ppt32Component 1The researcher identified the following factors as part of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service o

39、f store personnel, prices, convenience of location, layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection.內(nèi)容1研究人員確定下列因素作為選擇標(biāo)準(zhǔn)的一部分：商品質(zhì)量、商品的種類(lèi)和分類(lèi)、 退換貨政策、 商店人員的服務(wù)、 價(jià)格、 地理位置的便利性、 店鋪的布局、信用和支付政策。應(yīng)該詢(xún)問(wèn)被訪者對(duì)每個(gè)

40、因素影響他們商店選擇的重要性評(píng)級(jí)。Department Store Project百貨商店項(xiàng)目Specification of Information Needed確認(rèn)所需確認(rèn)所需信息信息2011/2/11整理ppt33Component 2The researcher identified nine department stores as competitors to Sears based on discussions with management. The respondents should be asked to evaluate Sears and its nine compe

41、titors on the eight choice criteria factors. 研究人員依據(jù)與管理層的討論確定了9家百貨公司為西爾斯的競(jìng)爭(zhēng)對(duì)手。應(yīng)請(qǐng)調(diào)查對(duì)象就8個(gè)因素對(duì)西爾斯和他的9個(gè)競(jìng)爭(zhēng)對(duì)手打分。Department Store ProjectComponent 316 different product categories were selected, including womens dresses, womens sportswear, lingerie and body fashion, junior merchandise, mens apparel, cosmetic

42、s, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the 10 stores for each of the 16 product categories. 研究選中了16個(gè)不同的產(chǎn)品類(lèi)別， 包括女士時(shí)裝、女士運(yùn)動(dòng)裝、女士?jī)?nèi)衣、女士飾品、年輕人用品、男士服裝、化妝品、珠寶、鞋、被單、毛巾、家具、寢具和懸掛飾品。詢(xún)問(wèn)調(diào)查對(duì)象是否在這10家商店購(gòu)買(mǎi)這16種商品中的每一種。Comp

43、onent 4No additional information needs to be obtained from the respondents.不需要從調(diào)查對(duì)象處獲得其他信息。2011/2/11整理ppt34Department Store Project2011/2/11整理ppt35Component 5Information should be obtained on the standard demographic characteristics and the psychographic characteristics of store loyalty, credit use,

44、 appearance consciousness, and combining shopping with eating. 內(nèi)容5從調(diào)查對(duì)象處獲得標(biāo)準(zhǔn)的人口統(tǒng)計(jì)特征信息。選擇下列心理特征：商店忠誠(chéng)度、信用情況、外觀意識(shí)以及購(gòu)物與用餐的結(jié)合情況。Department Store Project2011/2/11整理ppt36研究問(wèn)題的第5個(gè)組成部分是西爾斯顧客的心理特征。在關(guān)于心理特征的調(diào)查中，詢(xún)問(wèn)以下有關(guān)西爾斯顧客的研究問(wèn)題：他們是否表現(xiàn)出對(duì)商店的忠誠(chéng)？他們經(jīng)常使用信用卡嗎？同競(jìng)爭(zhēng)對(duì)手的顧客相比，他們更注重服務(wù)人員的儀表嗎？他們是否將購(gòu)物和在外用餐結(jié)合起來(lái)？通過(guò)定義變量和確定如何實(shí)際操作，進(jìn)

45、一步地精煉研究問(wèn)題。例如，商店信用卡如何測(cè)量？可以通過(guò)下述4種方法中的任何一種來(lái)測(cè)量：顧客是否擁有一張西爾斯的信用卡？顧客是否使用西爾斯的信用卡？在某一特定的時(shí)期內(nèi)，信用卡使用的次數(shù)。在某一特定的時(shí)間內(nèi)，使用信用卡消費(fèi)的總額。At United, Food Is Uniting the Airline with TravelersUnited Airlines, as other major airlines, had to deal with passenger loyalty (management decision problem: how to attract more and mor

46、e loyal passengers). The broad marketing research problem was to identify the factors that influence loyalty of airline travelers. 2011/2/11整理ppt37The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airl

47、ine is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.At United, Food Is Uniting the Airline with Travelers2011/2/11整理ppt38A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to

48、 select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, airlines offer the same schedules, the same service, and the same fares.” Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution. At Unit

49、ed, Food Is Uniting the Airline with Travelers2011/2/11整理ppt39Secondary data, like the J. D Power & Associates survey on current and future trends in the airline food industry, indicated that food service is a major contributor to customers loyalty. This survey also emphasized the importance of food brands.At United, Food Is Uniting the Airline with Travelers2011/2/11整理ppt40The airlines Marketrak survey told United Airlines that customers wanted more varied and up-to-date food.” The following resear