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[MRF Ch1] Marketing Research (Marketing Research (Scope (範圍) (Consumers…

- - - - Example：Salesperson點Sale先可以令到客購買
- - - - Can improve the inventory system
- - - - Research process detailed　(詳細描述Research 的過程)
      - Research design thoroughly planned (仔細計劃Research的設計)
      - Limitations frankly revealed (坦率地反映本身的限制)
        
        Example: 說清楚要在我們要在2月前完成調查
      - High ethical standard
      - Adequate analysis
        
        For decision-maker
        
        要定期做多次的Research, 客觀的數據
      - Findings presented unambiguously (不含糊地表達調查結果)
      - Conclusion justified (有正當理由的結論)
      - Researcher's experience reflected (反映調查員的經歷)
      - Purpose clearly defined
    - - Direct Observation
      - Clearly defined methods & procedures
      - Empirically testable hypotheses (假設是根據經驗，可試驗到)
        
        testable (可試驗到) ：指在任何時間都有一樣的結果
      - Statistical justification of conclusions (有統計證實的結論)
      - Self-correcting process (自我改善的步驟)
    - - Imprecise measuring devices (不精準的量度工具)
        
        難以量度
        
        意圖?
        
        意見?
        
        心態?
        
        Example: 可能錯誤將行過的人由女人當成男人
        
        會影響Result
      - Time pressure for the result
        
        研究結果只適合用一段時間
      - Great complexity of subject
        
        有不同種類的受訪者
- - - - 系統性收集，記錄，分析Data
      - 關於要被Market的產物
    - - 系統性設計，收集，分析，回報Data
      - 關於公司要面對的特定Marketing Situation
  - - - Discover opportunity
        
        Profit
      - Manager's responsibility
        
        Reduce risk
        
        不足相關資料會導致出現Risk
      - Quality of decision making
      - Collect information
  - - - Example: Buyer behaviour / Influencers / Incentives
    - - Example: Pricing / Physical attributes
        
        點訂價先令到D人買?
    - - Example: Performance / Own vs Multi-brand
        
        在某某供應商裹，銷售得符唔符合公司的預期?
        
        自己開舖比較效果好，定同其他牌子夾埋開好Ｄ？
    - - Example: Image / Positioning / Message content
        
        賣完廣告之後形象好左?
        
        公司對自己的定位是否與消費者一致?
    - - Example: State of economy
        
        經濟環境有沒有影響市民消費?
  - - - New product development
    - - 因為Globalisation
  - - - Because of Methodology used (由於所用的一套方法)
    - - Example: 菲傭去超市買寶寶物件，Researcher可能將她視為母親
      - Excessive Expenditure
      - Wrong Decision
      - Uncompetitive
      - Market may suddenly vanish (消失)
        
        自己公司售賣的產品會失去Demand
  - - - Information 大多可從公司裡收集
        
        Easy to collect & analyze
    - - Information大多要從公司外面收集
        
        Example
        
        Competitive move (競爭者的動作)
        
        New government rules
        
        Social/Political changes
        
        Consumer behavior/ Perception
    - - External Data
        
        Expensive Collection
        
        Cumbersome Collection (笨重的收集)
      - Often qualitative (文字上的) & dynamic (生動的)
        
        Difficult measurement
        
        Inaccuate measurement
      - Complex & Interact with each other
        
        Data之間會互相影響
- - - - Specify problems (明確指出問題)
      - Provide adequate background information
      - Access to company information (提供公司資料)
    - - Develop a creative research design
      - Provide answers to important business questions
  - - - Example: 為何在南面的銷售額會下跌，但其他地區不會？
      - Symptom of actual problem (真實問題的癥狀)
      - 容易發現數個，但困難Focus去最重要的
      - Need proper prioritizing (需要有決定優先次序的Step)
    - - Example: 怎樣改善南部的銷售額?
      - Fine tune (微調)
        
        應該再細分為更Specific的Second/third level 的問題
        
        決定哪個答案可以回答問題
        
        Set 一個研究範圍
    - - Example: 應該使用方法提高顧客的Incentive? 應該推出多點廣告?
      - Categories
        
        Generation & Evaluation of solutions (衍生解決方案 / 評價解決方案)
        
        Troubleshooting (處理難題) / Control Situation (控制情況)
        
        Choice of objective (目標的選項)
    - - Example: 如果賠償金方案改變了，好的銷售人員會走嗎?
      - Researcher必需回應的問題，為Research Question draw一個Conclusion
    - - Example: 做Employee Survey 去研究賠償金方案改變的結果
      - 真正做Research詢問的問題