营销调研的规划

第二章营销调研的规划营销调研的流程；定义问题与确立调研目标；调研设计方案。营销调研的程序1确定营销调研的必要性;2定义问题;3确立调研的目标;4确定调研设计方案;5确定信息的类型和来源;6确定收集资料的方法;7问卷设计;8确定抽样方案及样本容量;9收集资料;10资料分析;11撰写最终调研报告.确定营销调研的必要性为了确定营销调研的必要性，所有机构都必须持续地监视其周围的环境（正规的市场营销信息系统、财务报表的反馈、经理的努力观察），不断地查找公司的营销组合与市场不一致的可能性。不需要营销调研的情况已获得所需信息；没有足够的营销调研时间；缺乏足够的资金；成本超过营销调研所带来的收益。分析确定调研目标设计调研方案实施分析总结定义问题和确定调研目标DefiningtheProblemandDeterminingResearchObjectives——在营销调研过程中最重要的步骤是定义调研问题。定义调研问题要正确地确定调研问题，营销调研者必须扮演好侦探的角色。营销调研者营销经理营销经理和调研人员的区别CharacteristicManagerResearcherOrganizationPositionLineStaffResponsibilityGenerateprofitsGenerateinformationTrainingDecision-makingTechniqueapplicationsOrientationPragmaticScholarlyBrandinvolvementHighlyinvolved&emotionalDetached&unemotionalUseoftheresearchPoliticalNonpoliticalMotiveforresearchTomakesymptomsgoawayTofindthetruth应该调研的情况当市场上出现直接影响你产品任务的问题或变化时；当营销调研有助于你选择营销活动以达到主要的销售目标时；营销调研将有助于你获取竞争上的优势时；营销调研将有助于你与市场保持一致时。营销调研人员必须解决的问题营销管理问题(marketingmanagementproblem)营销调研问题(marketingresearchproblem)MarketingmanagementproblemTwowaystodefinetheMMPROBLEMIfthesymptomsoffailuretoachieveanobjectivearepresent,themarketingmanagermustselectacourseofactiontoregaintheobjectiveIfthesymptomsofthelikelihoodofachievinganobjectivearepresent,themanagermustdecideonhowbesttoseizetheopportunity.定义问题的过程评估公司、产品和市场的背景；了解决策者的环境、目标和资源；阐明问题的征兆；确认产生问题的可能原因；列出可能缓解问题的行动；推测这些行动的预期结果；确认经理对这些结果的假定；评估现有信息的合适性。DefiningtheMarketingManagementProblemBackgroundDecision-makerSymptomsAnalysis*SuspectedCausesPossibleActionsPossibleConsequencesDefiningtheMarketingManagementProblemAssumptionsInformationAdequacyMarketingResearchObjectives1AssesstheBackgroundoftheCompany,Product,andMarketFullsharingofbackgroundinformationbetweenmanagerandresearcherManagershouldinformtheresearchercompany’shistory,organizationalstructure,ownershipsituationproduct,composition,featuresorbenefits,physicalproductpricing,distribution,andpromotionalactivitiesconsumerbehavior,competitiveplayers,2UnderstandtheDecisionMaker’sCircumstances,ObjectivesandresourcesTheresearchergainafeelforthemanager’soperatingCircumstancesTheresearchershouldknowthemanager’sObjectivesandhisresources,suchasassets,capital,personnel3ClarifytheSymptomsoftheProblemSymptomsarechangesContinuallymonitortheirchangesBecareforIcebergphenomenonGototheSuspectedcauses3ClarifytheSymptomsoftheProblemTypeofMonitorDescriptionSalesvolumeThetotalunitsordollarvalueofunitssoldinagiventimeperiodMarketshareThepercentoftotalsalesaccountedforbythecompany'sbrandProfitThetotalprofitgeneratedbyabrandDealerordersTheamountofgoodsorderedbythecompany'sdealersComplaintsThelevelofconsumercomplaintsregisteredcompetitorsActionsofthecompetitionsuchaspricereduction,introductionofnewproducts,stylechanges,etc4PinpointSuspectedCausesoftheProblemChangesinmarketbehaviordonotoccurrandomly没有无源之水ManagermayhavesomeideasbuttheresearchermustlistallpossiblecausesNarrowdownthepossiblecausetoasmallsetofprobablecauses5SpecifyActionsThatMaysolvetheproblemPossiblesolutionsincludeanymarketingactionPricechangesProductmodificationPromotionofanykindThemanagerandtheresearcherbrainstormpossiblesolution6SpeculateonAnticipatedconsequencesoftheActionsHelpdeterminewhetherthesolutioniscorrectornotmanagersask“whatif“questions7IdentifytheManager’sassumptionsabouttheConsequencesThemanager’sassumptionsshouldbeanalyzedforaccuracyIfthepricereduce5%，customertolosewillcomebackTheresearcherneedtodeterminewhichassumptionistrue8AssesstheAdequacyofInformationonHandTheresearcherassesstheexistingInformationStateTheresearcheridentifyInformationGapswhicharethebasisforMRobjectiveCurrentinformationanddesiredinformationResearchobjectivesarethebasisforMR’swork信息缺口(informationgap)是指现有信息程度与经理认为能恰当解决现有问题的期望信息程度间的区别。调研目标(researchobjectives)是指需要收集的，用以缩短信息缺口的一部分特定信息。信息缺口是制定营销调研目标的基础。案例：营销管理征兆：可能的原因：可能采取的营销行动：支持信息：ABC公司销售额正在下降销售额的下降可能因为竞争对手的降价ABC公司可以降价5%.我们流失的顾客是跑到降价的那个公司去了吗?我们降价５％，顾客的反应会怎样?营销调研问题定义ABC公司在过去两个季度里销售额有所下降.销售额的下降可能与主要竞争对手XYZ公司的低价策略有关.ABC公司正在考虑降价百分之五来应对销售额的下降.现在需要信息来支持ABC公司决策是否降价百分之五.Specificinformationobjectivesforthisresearchprojectare:1.AreABCcustomersswitchingtoXYZbrand?2.Ifso,isthisshiftduetoXYZ’slowerprices?3.Whatarecustomers’reactionstoapossible5percentpricecutforABCbrand?征兆可能的行动所需信息大学房产–问题定义和调研目标背景:去年，大学房产（目标市场主要是大学学生）的居住率从100%下降到了80%.经理们和营销调研者们采用头脑风暴列出了可能的原因：Wait!Yougiveitatry.大学房产–问题定义和调研目标大学房产居住率下降的可能原因1.竞争对手的行为a.Reducedrentse.Betteradvertisingb.New,morecompetitorsf.Financialdealssuchasnodepositc.Newservicesd.Newfacilities2.消费者(现有的和潜在的租房者)a.Lossofbasenumbersofstudentse.Gravitatingtocondominiumsb.Changeinfinancialcircumstancesf.Wantmorevalueforthemoneyc.Betterlivingopportunitieselsewhere.Negativeword-of-mouthd.Concernforpersonalsafety3.大学房产自身a.Trafficcongestionb.Agingoffacilities&equipmentc.Noisyneighborsd.Imageas“old”apartmentse.Advertisingcutback,changef.Upkeepissues4.环境a.Lessstudentfinancialaide.Costofcommutingincreaseb.Increasedcrimeratef.Otherlivingalternativesc.Housingmarketoversupplyd.Students'preferenceschange大学房产–问题定义和调研目标大学房产居住率下降的原因分析1.竞争者行为CableTV2.消费者Nochange3.大