Marketing Research
1.Marketing manager often commit marketing research,formal studies of specific problems and opportunities.世界经理人管家c Z9N5o4F+~'h
2.Information is a critical ingredient in formulating and implementing a sucessful marketing strategy.
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3.Marketing research is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.
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4.Companies normally budgets marketing research at 1% to 2% of company sales.50% to 80% of this money is spent directly b the marketing research department.The remainder is to spend buying the service of outside marketing research firms.
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5.There are two ways to conduct marketing research:one is to design and implement a study with in-house staff,the other is to use an outside firm specializing in marketing research.
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6.Marketing research firms fall into three categories:syndicated/多元的 service research firms,customer marketing research firms,special-line marketing research firms.世界经理人管家s {#h*L%cj
7.Designing a research plan calls for decision on the data sources,research approaches,research instrument,sampling plan,and contact method.世界经理人管家4Ap+n7qzB
8.Researchers usually start with investigation by examining secondary data to see whether their problem can be partly or wholly sovled without collecting costly primary data.
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9.Primary data can collect in four ways:observation,focus groups,surveys and experiment.
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10.While obsrvation and focus groups are best suited for exploratory/探索性的 research,surveys are best suited for descriptive research and experiment for causal research.世界经理人管家
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11.The advantage of observation methods is that there is no reporting bais and potential bias caused by the interviewer,and the interviewing process is eliminated or reduced.世界经理人管家fujy&MP/eW
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12.Experimental research is the most scientific,valid research.
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13.Marketing researches have a choice of two main research instruments in collecting primary data:questionaire and mechanical devices.世界经理人管家)bLt1p!mk ~r
14.Survey research involves interviewing a target group,for example,potential customers to obtain the desired information.Normally a questionaire is essential to ensure a successful survey.
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15.In preparing a questionaire,the professional marketing researcher carefully chooses the questions and their form,wording,and sequence.世界经理人管家B){lJ:P:D9s#v
16.A good questionaire has three main characteristics:It is XXXXXX;it is easy for respondent to anwser and for the interviewer to record;it keeps the interview to the point and obtain desired information.世界经理人管家L|3y%mU#c.W
17.Close-ended questions pre-specify all the possible answers,and respondents make a choice among them.Open-ended questions allow respondents to anwser in their own words.世界经理人管家.rnZ[
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18.Sampling is the selection of a subset or group from a population that is representative of the entire population.世界经理人管家3@.v_9HviU%z'?8q0[
19.Large samples give more reliable results than small samples.However,samples less than 1% of a population can often provide good reliability,give a credible sampling procedure.世界经理人管家Y%im4h(}o
20.Mail questionaires require XXXXXX and clearly worded questions,and the responses rate in usually low and /or slow.
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21.Telephone interviewing is the best method of gathering information quickly,as the drawback is that the interviews have to be short and not too personal.世界经理人管家 bE|#}nr^;P$r[
22.Personal interviewing is the most expensive method and requires more administrative planning and supervision.It is also subject to interviewer bias or distortion.世界经理人管家]!d6G+~VBB
23.We can pinpoint seven characteristics of good marketing research:scientific method,research creativity,multiple methods,interdependence of models and data,value and cost of information,healty skepticism,ethical marketing.世界经理人管家uPI;x2G|*| |;O
24.One important qualification about comparability in muti-country survey work is that comparability does not necessarily result from sameness of method.
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25.Comparability of data depends upon either knowing that methods will produce identical measurements or knowing how to correct and biases that may exit.
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26.The two basic sampling methods in use today are probabilistic and non-probabilistic sampling.
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27.Prominent among the various techniques that can help to extrapolate past data into future trends are the following:time series/時間序列法,least squares method/最小平方法,exponential smoothing/指數平滑法,regression and corrlaton.
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28.The general rule is the more developed the coutry,the greater the information available.In less developed countries statistical and research services are relatively primitive.世界经理人管家*Ei] OL'P#h-L+b(G/o!K
29.The objective of cluster analysis is to group variable into clusters that maximize within-group similarities and between-group differences.
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30.One of a company's major reasons for undertaking marketing research is to identify market opportunities.Specifically,the company need to measure and forecast the size,growth,and profit pontential of each opportunity.世界经理人管家8p8?(UX3_0\1pR
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31.Forecasting takes place during the planning cycle and is the basis upon which marketing objectives are determined.世界经理人管家%@:Sw$G+Ib6p
32.All a forecast attempts to do is to quantity,to the best of one's ability and with the highest level of probability,what is likely to happen at a future data.
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33.Clearly,when one seeks to forecast demand or sales,the higher the corroboration that one can obtain the better.