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[MRF Ch3-4] Marketing Research and Fundamentals (Marketing Research…
[MRF Ch3-4] Marketing Research and Fundamentals
Marketing Research Process
1 Clarify the Need for Marketing Research
Research helps clarify
(闡明)
Management problems
Research 幫助提供關於 市場機會 的資訊
Research 幫助發掘 直接影響公司 的市場改變 (例子：Customers / Competitors/ Industry)
Research 幫助辨別Proposals中最好的Option
Research 幫助建立Competitive Advantage
做Research 的Value 大於Cost
2 Define the Problems
(確定問題)
目的
清楚&正確指出 特定的Manangement Problem / Marketing Problem / Market Opportunities
步驟
[1] Conduct Situational Analysis
(情況分析)
從Obvious Measurable Symptoms
(明顯的癥狀)
Example: Loss of sales / Decreased Market Share / Low Traffic / Unhappy Customers
可以知道Problem 去到乜程度
用黎發掘Real Business Problems
[2] Identify 造成Problem 的因素
Example: Low-quality products / Inappropriate Delievery System
[3] Determine Unit of Analysis
(研究對象)
Example: Departments / Households / Geographical areas
[4] Make specific Research Question
(調查問題)
How / What / Which / When / Why
Example: Which type of sales promotion technique can generate more sales from customers?
3 Establish Research Objective
(調查目的)
精確地顯示Research Project 有甚麼會嘗試實現
是Research Project 的藍圖
提供怎樣收集Data的指導
Example: To evaluate the effectiveness of rebates, cash coupon...in generating sales from customers
4 Determine Research Design
Two Methodological choices
(兩種方法論)
Qualitative Research
簡介
訪問 / Observe
從小量Sample，得到 詳細的Primary Data 分析
Research Objective
發掘新的Idea & 初步的理解
Types of Research
Exploratory Design
以Unstructured / Informal 方式來收集Data
Example1：Why do we have sales drop?
Example2：What is the potential segment of our new product?
Types of Questions
Open-ended / Semi-structured / Unstructured
Time of Execution
Relatively short
可能只做1-2次
Representativeness
(代表)
Small Samples
Types of Analysis
Debriefing
(詳細詢問)
Content Analysis
Generalisability of results
(廣泛代表性)
Very limited
只有初步的理解
Quantitative Research
簡介
用Formalized / Standard / Structured Questionnaire
Research Objective
Validations
(驗證)
of Facts / Estimates / Predictions / Relationship
Types of Research
Descriptive design
透過一些方法/步驟來收集Data
Example1：To what extent, do customers like our brand?
Example2：To what extent, do customers have intention to repurchase our products?
Casual Design
Investigate Cause-and-effect Relationship
(因果關係)
Example：If we change the package size, will it cause a change in our sales?
Types of Questions
通常Structured
Time of Execution
比較長
Representativeness
(代表)
Large Samples
Types of Analysis
Statistical
Descriptive
(描述性的)
Casual prediction
(因果推測)
/ Casual Relationship
(因果關係)
Generalisability of results
(廣泛代表性)
通常Very Good
Have Inferences about facts
(對於事實的推論)
Have Estimates of Relationships
5 Identify Data sources / Collection Method
Primary Data
Collection process
More involved
Colletion Cost
Relatively High
Collection Time
Relatively long
Secondary Data
Collection process
Rapid & Easy
Colletion Cost
Relatively Low
Collection Time
Relatively short
6 Design Sampling Plan
(抽樣計劃)
步驟
[1] Define Target Population
Researcher 想作推論的群組
要清楚指出需要甚麼特徵的人
[2] Identify Sampling Frames
(抽樣框架)
一份List：合資格作抽樣的人選 + 聯絡資料
從不同來源集合起來
Example：Mailing List/ Random-digit no
[3] Select Appropriate Sampling Methods
Probability
Non-probability
[4] Determine Sample Size
決定要抽幾多人 / 甚麼組合
不同的組合有不同的意義
Example ：15男15女
7 Determine Measurement scales
決定怎樣量度要研究的Item
將Types of questions設計得合適
Example：Open-ended
Determine "Levels of Measurement Scale"
決定我們想別人 回應甚麼種類的答案
Ordinal
Interval
Ratio
Nominal
Ensure Reliability
(可靠性)
& Validity
(真實性)
of Measurement Scale
8 Collect Data & Process Data
Determine Data Collection Methods
Ask Question
Observation
Experiment
Minimise errors in data collection
Unintentional
(無意)
有D人可能Hea做
在問卷結尾中，Set 另一條與之前相似的題目，看答案是否接近
Prepare Data Coding Scheme
9 Analyse Data
Input Data into computer file
Screen for error
Run tabulation
(表格化)
Run Analytical methods
Example：Content Analysis
10 Report Data
Utilise tables / graphics / charts
Prepare & present
Primary Data
Advanatage
Address to specific Research Problem
Updated data
Known Source & Known Credibility
(可靠性)
對手得不到這些Data
Greater control & flexibility
Disadvantages
Expensive
Time consuming
Not immediately available
Not always feasible
(可行的)
Limited Quality
Partiality of Researcher
(統計者的偏袒)
Resources available
Secondary Data
Advantage
Time saved
Lower cost
Provide direction for primary data collection
Immediately available
A basis of comparison for other data
(比較其他Data的根據)
Disadvantages
Incompatible reporting units
(不相容回報單位)
別人可能用Chart 來Present ，但Chart唔適合我們的研究
Differnt measurement unit
Variations in definitions of terms
(術語定義改善)
Outdated data
Low reliability of data
To evaluate
研究目的是甚麼
誰收集Data
Example：Marketing Department
如果題目是關於Marketing 的話，就可能有較好的可信性
誰被訪問
Data 怎樣Collect & Analyse
Reliable?
Valid?
(有根據的)
Any bias?
(偏見)
何時收集Data
Consistency of data from different sources
(從不同來源，Data的一致性)
Classification
Internal
Database
公司的Transaction
Example：Inventory / Transaction
Other data
Example： Past Research studies
External
Syndicated Service Data
(一稿多投的Data)
Standard format
只要向那公司Subscribe資料，就會給予同一份的資料
Example1：Consumer Data
Survey
Periodic
Panel
(小組)
找同一人問幾次，但唔一定同一樣野
Shared
(互享的)
數間公司互享Data，亦共同乘擔Expense
Mail diary panels
Diary puchase panels
記錄客人一日購買的
Diary media panels
記錄客人一日接觸的媒體
Electronic scanner
Example2：Institution Data
(機構資料)
Published
(公佈的)
Public Distribution
可以在圖書館找到
Example：Government Census
Databases
那公司的Database，不是自己的
Example：Hong Kong Public Libraries
Avoid Plagiarism
(抄襲)
Copyright
(版權)
給予原創者
唔洗申請
覆蓋文學作品 / 電腦程式 / 藝術作品 / 電腦上的
Avoid Plagiarism
寫Data 的來源
承認所有幫助自己的
在文章用Direct Quotations / Paraphrasing
找出是否需要許可
資料是否受法律保障?
辨清Owner
就收費而作出磋商