体育市场营销基础

Lesson9ManagingMarketingInformation4TheImportanceofInformation•Companiesneedinformationabouttheir:–Customerneeds–Marketingenvironment–Competition•Marketingmanagersdonotneedmoreinformation,theyneedbetterinformation.InformationOverload“Inthisohsooverwhelminginformationage,it’salltooeasytobeburied,burdened,andburnedoutbydataoverload.”TheMarketingInformationSystemTheMarketingResearchProcess12341、DefiningtheProblem&ObjectivesGatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.ExploratoryResearchDescriptiveResearchCausalResearchDescribesthings(e.g.,marketpotentialforaproduct,Demographics,andattitudes).Testshypothesesaboutcause-and-effectrelationships.2、DevelopingtheResearchPlan•Includes:–Determiningtheexactinformationneeded–Developingaplanforgatheringitefficiently–Presentingthewrittenplantomanagement•Outlines:–Sourcesofexistingdata–Specificresearchapproaches–Contactmethods–Samplingplans–Instrumentsfordatacollection2.2GatheringSecondaryData•Informationthatalreadyexistssomewhere–Internaldatabases–Commercialdataservices–Governmentsources•Availablemorequicklyandatalowercostthanprimarydata•Mustberelevant,accurate,current,andimpartialOnlineDatabasesDialogputsanincrediblewealthofinformationatthekeyboardsofmarketingdecisionmakers.Dialogputs“informationtochangetheworld,oryourcornerofit”atyourfingertips.2.3ObservationalResearch•Thegatheringofprimarydatabyobservingrelevantpeople,actions,andsituations.•Ethnographicresearch:–Observationin“naturalenvironment”•Mechanicalobservation:–Peoplemeters–CheckoutscannersObservationalResearchFisher-Pricesetupanobservationlabinwhichitcouldobservethereactionsoflittletotstonewtoys.SurveyResearch•Mostwidelyusedmethodforprimarydatacollection.•Approachbestsuitedforgatheringdescriptiveinformation.•Cangatherinformationaboutpeople’sknowledge,attitudes,preferences,orbuyingbehavior.ExperimentalResearch•Triestoexplaincause-and-effectrelationships.•Involves:–selectingmatchedgroupsofsubjects,–givingdifferenttreatments,–controllingunrelatedfactors,and–checkingdifferencesingroupresponses.Strengths&WeaknessesofContactMethodsChoosingtheSample•Sample–segmentofthepopulationselectedtorepresentthepopulationasawhole.•Requires3Decisions:–Whoistobesurveyed?•Samplingunit–Howmanypeopleshouldbesurveyed?•Samplesize–Howshouldthepeopleinthesamplebechosen?•SamplingprocedurePrimaryDataCollectionMechanicalDevices•PeopleMeters•SupermarketScanners•Galvanometer•EyeCamerasQuestionnaires•Whatquestionstoask•Formofeachquestion•Closed-ended•Open-ended•Wording•OrderingResearchInstrumentsQuestionnaires•Sample–segmentofthepopulationselectedtorepresentthepopulationasawhole.•Requires3Decisions:–Whoistobesurveyed?•Samplingunit–Howmanypeopleshouldbesurveyed?•Samplesize–Howshouldthepeopleinthesamplebechosen?•Samplingprocedure问卷设计•结构：封面信、问题及答案、编码及其他资料•步骤：探索性工作、设计问卷、初稿试用、修改定稿•其它：结构：•封面信：说明调查者的身份：“我（我们）是谁”说明调查的大致内容：“我(们)正在进行….方面的调查”说明调查的主要目的：“我(们)这次调查的目的是….”说明调查对象的选取方法和对调查结果保密的措施:“本调查以不记名的方式进行，答案无对错之分，请您不必有任何的顾虑”。在信的结尾处，一定要真诚地感谢被调查者的合作与帮助。指导语：“请您根据自己的实际情况在合适的答案上画圈….”•问题及答案：主体部分开放式问题：封闭式问题•编码及其他资料：问卷编号、调查员编号、调查日期、被调查者住地等。结构：步骤：•探索性工作：避免出现含糊和不符合实际的问题•设计问卷初稿：卡片法和框图法•试用：小范围发放，回收检验•修改定稿：其它：•问题的语言要尽量简洁、明确、通俗、易懂•问题不带有倾向性•不要用否定形式提问•不要直接询问敏感性问题•问题的数量：20-30分钟•问题的顺序：•相倚问题：BACKCollectingtheDataProcessingtheDataAnalyzingtheDataResearchPlan3、ImplementingtheResearchPlan4、Interpreting&ReportingFindingsManagersandresearchersmustworktogetherwheninterpretingresearchresults.Step1.InterprettheFindingsStep2.DrawConclusionsStep3.ReporttoManagementCustomerRelationshipManagement•ManycompaniesutilizeCRM–Capturecustomerinformationfromallsources–Analyzeitindepth–Applytheresultstobuildstrongerrelationships.•Companieslookforcustomertouchpoints.•CRManalystsdevelopdatawarehousesandusedataminingtechniquestofindinformationoutaboutcustomers.RestStop:Makeamarketingreport实践课：第15周（5月31日）任务要求：以小组为单位，选择一个品牌，对其产品其及市场营销情况做一个调查，并做一个描述性的报告，上交打印文本。（1）文本格式：题目为黑体加粗4号，文本字体为宋体小四，1.5倍间距。（2）可有图像或表格，文本内容不得少于1500字。