【国外原版配套PPT市场营销调研】MarketingResearch

Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia1PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia2Chapter3SpecifyingtheMarketingResearchProcessMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia3ChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatgoodresearchrequiresgoodthinkingUnderstandthatnothingisaspracticalasagoodtheoryShowhowabroadresearchapproachisnarrowedintospecificmarketresearchquestionsDescribetheprocessestheresearchercarriesouttounderstandthecontextandhowtoapproachthemarketresearchproblemMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia4ChapterObjectives(continued)UnderstandtheusefulnessofhypothesesaboutthemarketresearchproblemAppreciatetheimportanceofclearlyspecifyingtheinformationneededanditsrelationshiptotheresearchobjectivesDemonstratehowtospecifypractical,measurableandachievableresearchobjectivesMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia5TopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia6TheApproachtoSpecifyingtheMarketingResearchObjectivesTodevelopaneffectiveandefficientresearchdesigntheresearchmustchoosethebasisonwhichtoexamtheproblemThisapproachistheoverallparadigm:AnoverallandfundamentalbasisonwhichasituationcanbeconsideredandanalysedConfidenceneededthatitisareasonablesetofassumptionswithwhichtoguidetheformulationoftheresearchobjectivesandtheresearchdesignmethodologyInconsumerbehaviourstudiesthebasicparadigmcouldbethatthebehaviourisrational,consciousdecisionmakingandnotbasedonrandomsubconsciousbehaviourMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia7TheApproachtoSpecifyingtheMarketingResearchObjectivesTaskstheresearchermayundertake:EstablishobjectivesandtheoreticalframeworkDevelopconceptualandanalyticalmodelsSettheresearchquestionsSpecifyappropriatehypothesesMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia8TheApproachtoSpecifyingtheMarketingResearchObjectivesIntheprocessofdevelopingaconceptualapproachandparadigmtherearefourimportantoutputsfortheresearchdesign:ListofresearchquestionsSpecificationofthenecessaryinformationProjectscopeResearchobjectivesMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia9TopicTheapproachtospecifyingthemarketingresearchobjectivesTasksinvolvedinspecifyingtheresearchobjectivesChoosingthebestapproachInternationalmarketingresearchSummaryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia10EstablishingObjectiveTheoreticalFoundationsResearchshouldbebasedonobjectiveevidenceandsupportedbytheoryTheory:AconceptualschemebasedonfoundationalstatementscalledaxiomsthatareassumedtobetrueShouldbeobjectiveNotbeinfluencedbypre-conceivedorbiasedperspectivesShouldnotbiastheresultsMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia11EstablishingObjectiveTheoreticalFoundationsObjectiveevidenceisgatheredbycompilingrelevantfindingsfromsecondarysources–pastresearch,marketingplansandcommunicationstrategiesResearchersshouldrelyupontheorytodeterminewhichfactorstoinvestigatePastresearchontheorydevelopmentandtestingprovideimportantguidelinesfordeterminingtherelationshipbetweenfactorsTheoryfromreviewofacademicliteratureinbooks,journalsandmonographsMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia12EstablishingObjectiveTheoreticalFoundationsTheoreticalconsiderationsimportantto:OperationalisingandmeasuringfactorsSelectionofresearchdesignandsamplingOrganiseandinterpretfindingsConsiderableeffortshouldbeexpendedonestablishingthetheoryIfresearcherneglectstheorymorelikelyto:MisunderstanddataMisinterpretfindingsBeunabletointegratefindingswithpreviousfindingsbyothersNothingissopracticalasagoodtheoryMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia13EstablishingObjectiveTheoreticalFoundationsTheroletheoryplaysinvariousmarketingresearchphasesissummarisedasfollows:Malhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia14EstablishingObjectiveTheoreticalFoundationsTheoryplaysroleinbasicresearchbutrequirescreativityastheorymaynotadequatelyspecifytherealworldcaseTheoriesareincomplete:NeedtoidentifyotherfactorspertinenttothemarketingsituationStudentsaredirectedtoExample3.1andFig3.2(pp.81-2)foranillustrationhowpreviousresearch,whichestablishedthetheoreticalframework,providedasolidbaseonwhichtodevelopnewwaystothinkconceptuallyMalhotra,Hall,Shaw,Oppenheim:MarketingResearch3e©2006PearsonEducationAustralia15ConductingtheLiteratureReviewReviewingbackgroundliteratureimportantReviewisboth:Active–sear