kcc.net.vn marketing bai so 02
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Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng2. 2. NNééii dung dung nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng1.1. 1.1. §§ÞnhÞnh nghnghÜÜaa1.2. 1.2. PhPh©©nn lolo¹¹i i thÞthÞ trtr−−êngêng1.3. 1.3. MMèèii quanquan hhÖÖ gigi÷÷aa DN vDN vμμ TTTT
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.1. §Þnh nghÜa
KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt
MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi muahiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.2. Ph©n lo¹i thÞ tr−êng (1)
- C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt
- C¨n cø vμo tÇm quan träng cña thÞ tr−êng
- C¨n cø vμo tÝnh chÊt kinh doanh
- C¨n cø vμo quan hÖ cung cÇu
- C¨n cø vμo lÜnh vùc kinh doanh
- C¨n cø vμo ®èi t−îng l−u th«ng
- C¨n cø vμo ph¹m vi l−u th«ng
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.2. Ph©n lo¹i thÞ tr−êng (2)
Trong marketing
. ThÞ tr−êng hiÖn t¹i
. ThÞ tr−êng hçn hîp
. ThÞ tr−êng tiÒm n¨ng
. ThÞ tr−êng lý thuyÕt
. ThÞ tr−êng thùc nghiÖm
1.2. Ph©n lo¹i thÞ tr−êng (2)
ThÞ tr−êng tμinguyªn
ThÞ tr−êng tμinguyªn
ThÞ tr−êng Nhμn−íc
ThÞ tr−êng Nhμn−íc
ThÞ tr−êngng−êi tiªu
dïng
ThÞ tr−êngng−êi tiªu
dïng
ThÞ tr−êngng−êi s¶n xuÊt
ThÞ tr−êngng−êi s¶n xuÊt
ThÞ tr−êngng−êi trung
gian
ThÞ tr−êngng−êi trung
gian
Tμi nguyªnTμi nguyªn Tμi nguyªnTμi nguyªn
Hμng ho¸, dÞchvô
Hμng ho¸, dÞchvô
Hμng ho¸, dÞchvô
Hμng ho¸, dÞchvô
TiÒn tÖTiÒn tÖTiÒn tÖTiÒn tÖ
TiÒn tÖTiÒn tÖTiÒn tÖTiÒn tÖThuÕ,hμngho¸
ThuÕ,hμngho¸
ThuÕThuÕ
ThuÕ,hμngho¸
ThuÕ,hμngho¸
ThuÕ,hμngho¸
ThuÕ,hμngho¸
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
DÞch vô,tiÒn tÖ
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
1.2. Ph©n lo¹i thÞ tr−êng (1)
C«ng ty
ThÞ tr−êng nh÷ngng−êi trung gian
ThÞ tr−êngc¬ quan
Nhμ n−íc
ThÞ tr−êngc¸c nhμs¶n xuÊt
ThÞ tr−êngng−êi
tiªu dïng
ThÞ tr−êngquèc tÕ
Mét sè kiÓu thÞ tr−êng
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.3. Mèi quan hÖ gi÷a DN vμ TT
. Quan hÖ gi÷a DN vμ NTD
. Hai chu tr×nh cña qu¸ tr×nh trao ®æi
. Th«ng tin
. Kinh tÕ
. Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊt
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
2. 2. NNééii dôngdông nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng2.1. 2.1. NghiNghiªªnn ccøøuu khkh¸̧chch hhμμngng2.2. 2.2. NghiNghiªªnn ccøøuu hhμμngng hãahãa2.3. 2.3. XX¸̧cc ®®ÞnhÞnh quyquy mm««, , ®®ÆÆcc tÝnhtÝnh TTTT
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2. 2. NNééii dung dung nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2.1. Nghiªn cøu kh¸ch hμng
. Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp
. Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ...
a. X¸c ®Þnh kh¸ch hμng
b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng
c. Ph©n tÝch c¸c thãi quen mua hμng
. Cña ng−êi tiªu dïng
. Cña doanh nghiÖp
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2. 2. NNééii dung dung nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2.2. Nghiªn cøu hμng hãa
a. ChÊt l−îng hμng hãa
b. N¨ng lùc c¹nh tranh cña hμng hãa
c. Ph¹m vi sö dông cña hμng hãa
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2. 2. NNééii dung dung nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng
a. X¸c ®Þnh quy m« cña thÞ tr−êng
b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖp
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng3.1. 3.1. XX¸̧cc ®®ÞnhÞnh vÊnvÊn ®®Ò Ò nghinghiªªnn ccøøuu3.2. Thu 3.2. Thu ththËËpp thth««ngng tin tin ththøø cÊpcÊp3.3. Thu 3.3. Thu ththËËpp thth««ngng tin stin s¬¬ cÊpcÊp3.4. 3.4. PhPh©©nn tÝchtÝch thth««ngng tintin3.5. 3.5. GiGiííii thithiÖÖuu cc¸̧cc kÕtkÕt ququ¶¶ nghinghiªªnn ccøøuu3.6. 3.6. SSöö dôngdông cc¸̧cc kÕtkÕt ququ¶¶ nghinghiªªnn ccøøuu
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu
. QuyÕt ®Þnh th«ng tin cÇn thu thËp
. §Þnh h−íng nghiªn cøu
. Tr¸nh sai lÇm
. §¹t ®−îc môc tiªu nghiªn cøu
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.2. Thu thËp th«ng tin thø cÊp
. ¦u ®iÓm cña th«ng tin thø cÊp
. Nh−îc ®iÓm cña th«ng tin thø cÊp
. Nguån th«ng tin thø cÊp
. Trong doanh nghiÖp
. Ngoμi doanh nghiÖp
. Yªu cÇu cña thu thËp th«ng tin thø cÊp
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.3. Thu thËp th«ng tin s¬ cÊp
. ¦u ®iÓm cña th«ng tin s¬ cÊp
. Nh−îc ®iÓm cña th«ng tin s¬ cÊp
. KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng
4 ph−¬ng ph¸p
. §iÒu tra, pháng vÊn s©u. focus group
. Ph−¬ng ph¸p quan s¸t
. Ph−¬ng ph¸p tr¾c nghiÖm
. Ph−¬ng ph¸p m« pháng
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.4. Ph©n tÝch th«ng tin
. Tæng quan
. Tæng quan qu¸ tr×nh xö lý th«ng tin
. T¹i sao cÇn xö lý th«ng tin
. Kü thuËt xö lý th«ng tin
. Giíi thiÖu c¸c kü thuËt
. Thùc hμnh chuyªn s©u víi phÇn mÒm SPSS
Overview of the Stages of Data Analysis(Zikmund 1997)
Overview of the Stages of Data Analysis(Zikmund 1997)
Editing
Coding
Data Entry
Data Analysis
DescriptiveAnalysis
UnivariateAnalysis
BivariateAnalysis
MultivariateAnalysis
Interpretation
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu
. B¸o c¸o kÕt qu¶ nghiªn cøu
. Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îc
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3.6. Sö dông kÕt qu¶ nghiªn cøu
. §−a ra c¸c quyÕt ®Þnh
. X©y dùng c¸c chÝnh s¸ch kinh doanh
. Dù ®o¸n vÒ thÞ tr−êng
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng4.1. 4.1. KhKh¸̧ii niniÖÖmm vvμμ môcmôc ®®ÝchÝch4.2. 4.2. CC¸̧cc titiªªuu ththøøcc ®Ó®Ó phph©©nn ®®oo¹¹nn4.3. 4.3. YYªªuu ccÇÇuu ®®èèii vvííii viviÖÖcc phph©©nn ®®oo¹¹nn
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng
4.1. Kh¸i niÖm vμ môc ®Ých
Kh¸i niÖm:
Môc ®Ých cña p®tt:
. §ång nhÊt
. HiÓu biÕt c¬ cÊu
. Hì trî lùa chän thÞ tr−êng môc tiªu
. Ph¸t hiÖn khe hë thÞ tr−êng
. T¨ng n¨ng lùc c¹nh tranh
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
. Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt
. C¸c tiªu thøc ph©n ®o¹n phøc t¹p
Ph©n ®o¹n thÞ tr−êng tiªu dïng
Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
Ph©n ®o¹n thÞ tr−êng tiªu dïng
. Theo ®Þa lý
. Theo t©m lý
. Theo hμnh vi
. Theo nh©n khÈu häc
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp
. Ngμnh kinh tÕ
. Quy m« xÝ nghiÖp
. Khèi l−îng ®¬n hμng
. H×nh thøc së h÷u
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng
4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT
. Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a c¸c ®o¹n tt
. §¸p øng ®−îc môc tiªu cu¶ c«ng ty
C¸c b−íc
. Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng
. Ph©n tÝch so s¸nh c¸c ®iÓm gièng vμ kh¸c nhau
. Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc
. Ph©n ®o¹n theo c¸c tiªu thøc, vμ so s¸nh c¸c ®o¹n
. KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu5.1. 5.1. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu5.2. 5.2. YYªªuu ccÇÇuu ®®èèii vvííii thÞthÞ trtr−−êngêng môcmôc titiªªuu5.3. 5.3. CC¸̧cc phph−¬−¬ngng ¸̧n n ®Ó®Ó CtyCty llùùaa chchäänn ttmtttmt
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
5.1. Lùa chän thÞ tr−êng môc tiªu
Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ócung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªukinh doanh cña m×nh.
ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ®em l¹i hiÖu qu¶ kinh doanh cao.
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu
. TËp trung nhu cÇu
. C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã
. L−îng cÇu cña thÞ tr−êng môc tiªu
. Môc tiªu doanh sè vμ lîi nhuËn
. Cã triÓn väng ph¸t triÓn
. ViÖc th©m nhËp kh«ng qu¸ khã
. Kh«ng tËp trung c¹nh tranh
Nguyªn lý Marketing ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003
ChCh−¬−¬ngng 2. 2. NghiNghiªªnn ccøøuu thÞthÞ trtr−−êngêng
5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu
. Toμn bé ng−êi tiªu dïng lμ ttmt
. Chän mét sè ph©n ®o¹n
. Chän mét ph©n ®o¹n thÝch hîp nhÊt
C¨n cø
. TÝnh ®ång nhÊt cña s¶n phÈm
. TiÒm n¨ng doanh nghiÖp
. Vßng ®êi s¶n phÈm
. C¹nh tranh trªn thÞ tr−êng
Ch−¬ng 2.Nghiªn cøu tæng hîp vÒ thÞ tr−êng
ChCh−¬−¬ngng 2.2.NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng
1. 1. KhKh¸̧ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng2. 2. NNééii dôngdông nghinghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng3. 3. PhPh−¬−¬ngng phph¸̧pp nghinghiªªnn ccøøuu thÞthÞ trtr−−êngêng4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
Marketing Decision Support SystemMarketing Decision Support System
Collection of internal and external Collection of internal and external datadataMarketing information system and Marketing information system and storagestorageDissemination of information to Dissemination of information to decisiondecision--makersmakersIntegration of data into company Integration of data into company objectives/plansobjectives/plans
Research ProcessResearch Process
PresentPresentFindingsFindings
AnalyzeAnalyzeInformationInformation
PrimaryPrimaryResearchResearch
Quick PrimaryQuick PrimaryResearchResearch
SecondarySecondaryResearchResearch
DefineDefineProblemProblem
ProblemProblemRecognitionRecognition
Consumer ResearchConsumer Research
Qualitative observation researchQualitative observation researchCustomer visits in businessCustomer visits in business--toto--business marketingbusiness marketingFocus group researchFocus group researchElectronic observational researchElectronic observational researchDecision support systemsDecision support systemsConsumer survey researchConsumer survey researchSecondary data analysisSecondary data analysis
Qualitative Observation ResearchQualitative Observation Research
Voice of the customerVoice of the customer
Consumer ResearchConsumer Research
HandsHands--on consumer on consumer researchresearch
Motivational researchMotivational research
Qualitative Observation ResearchQualitative Observation ResearchConsumer ResearchConsumer Research
Expression of the preferences, opinions and motivations of the customer
Voice of the customerVoice of the customer
HandsHands--on consumer on consumer researchresearch
Motivational researchMotivational research
Qualitative Observation ResearchQualitative Observation ResearchConsumer ResearchConsumer Research
Conducted by Conducted by direct observation direct observation by managers of the by managers of the way current way current customers use customers use specific products specific products and brandsand brandsMotivational researchMotivational research
Voice of the customerVoice of the customer
HandsHands--on consumer on consumer researchresearch
Qualitative Observation ResearchQualitative Observation ResearchConsumer ResearchConsumer Research
Research method Research method directed at directed at discovering the discovering the conscious or conscious or subconscious subconscious reason that reason that motivates a motivates a personperson’’s behaviors behavior
Voice of the customerVoice of the customer
Motivational researchMotivational research
HandsHands--on consumer on consumer researchresearch
Customer Visits in Business-to-Business Marketing
Customer Visits in Customer Visits in BusinessBusiness--toto--Business MarketingBusiness Marketing
Consumer ResearchConsumer Research
Focus Group ResearchFocus Group ResearchFocus Group ResearchConsumer ResearchConsumer Research
A focus group is a carefully recruited A focus group is a carefully recruited group of group of Six to twelve people who participate in Six to twelve people who participate in a free wheeling,a free wheeling,One to two hour discussion that One to two hour discussion that focuses on a particular focuses on a particular Subject, such as product usage, Subject, such as product usage, shopping habits, etc.shopping habits, etc.
Electronic Observational ResearchElectronic Observational ResearchElectronic Observational ResearchConsumer ResearchConsumer Research
BarBar--coding and coding and scanningscanning
Decision Support SystemsDecision Support SystemsDecision Support SystemsConsumer ResearchConsumer Research
A decision support system A decision support system (DSS) is a set of computer(DSS) is a set of computerSoftware programs that help Software programs that help managersmanagersMake marketing mix decisions.Make marketing mix decisions.
Decision Support SystemsDecision Support SystemsDecision Support SystemsConsumer ResearchConsumer Research
Customer sends in Customer sends in warranty card, enters warranty card, enters
sweepstakes, etc. sweepstakes, etc. Permission is given to Permission is given to toto
record and use record and use information for direct information for direct
marketingmarketing
Database elements Database elements are specified (name, are specified (name,
address, hobbies, address, hobbies, etc.) The source of etc.) The source of record and data are record and data are
addedadded
Record is added to Record is added to database using database using
database database management management software (e.g., software (e.g.,
Microsoft Access)Microsoft Access)
Target segment is Target segment is specified and deepspecified and deep--
segmentation statistical segmentation statistical analysis identifies analysis identifies
hobbies, interest, usage hobbies, interest, usage situation, and situation, and
promotion preferencespromotion preferences
Most appealing directMost appealing direct--marketing campaign marketing campaign
is designed to is designed to promote most promote most
appealing products appealing products and features to target and features to target
segmentsegment
Database is Database is updated, recording updated, recording
response of response of customer to customer to campaigncampaign
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44
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Components of a SystemComponents of a SystemDecision Support SystemDecision Support System
Dissemination Dissemination to decision to decision
makersmakers
MarketingMarketingInformationInformationSystemSystem
Integration Integration with planwith planMarketing Marketing
DatabaseDatabase
Marketing DatabaseMarketing DatabaseDecision Support SystemDecision Support System
External componentsExternal components
Secondary dataSecondary dataPurchase of Purchase of syndicated syndicated commercial datacommercial dataMarketing researchMarketing research
Internal componentsInternal components
Sales analysisSales analysisCost analysisCost analysisFinancial recordsFinancial records
Consumer Survey ResearchConsumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research
Criteria Direct/Cold Mailing
Mail Panels Telephone Personal In-Home
Mall Intercept
Complexity and versatility Not much Not much
Substantial, difficult to use Highly flexible Most flexible
Quantity of data Substantial Substantial Short Greatest quantityLimited to < 25 minutes
Sample control Little SubstantialGood, nonlisted a problem Greatest controls Problematic
Quality of data
Better for sensitive questions, no claifier
Clear up ambiguities, socially accepted answers Cheating
Unnatural testing bias
Response rate ~10% 70-80% 60-80% 80% + 0.8
SpeedSeveral weeks + follow ups Several weeks 3-4 weeks
Faster than mail, slower than telephone A few days
Cost$2.50 per interview Lowest Not as low as mail
Relatively expensive
Less expensive than in-home
Uses
Executive, industrial, medical, readership All areas
Studies that require national samples Product testing
Pervasive-concept tests, name tests, package tests, copy tests
Consumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research
The consistency of The consistency of measurement over measurement over timetime
ValidityValidity
ReliabilityReliability
Consumer Survey ResearchConsumer Survey ResearchConsumer ResearchConsumer Research
The accuracy in The accuracy in measuring what is measuring what is intended to be intended to be measuredmeasured
ReliabilityReliability
ValidityValidity
Secondary ResearchSecondary ResearchSecondary ResearchConsumer ResearchConsumer Research
www.statwww.stat--usa.govusa.govwww.yahoo.comwww.yahoo.com
www.altavista.comwww.altavista.com
www.lycos.comwww.lycos.com
www.census.govwww.census.gov
Competitor ResearchCompetitor Research
Research Market Research Market HistoryHistory
Audit Current Audit Current CompetitorsCompetitors
Competitor ResearchCompetitor Research
Researching the Researching the history of the history of the marketmarket
Identifies the Identifies the marketing mix and marketing mix and productproductdimensions on dimensions on which sellers have which sellers have competed strongcompeted strong
Research Market Research Market HistoryHistory
Audit Current Audit Current CompetitorsCompetitors
Levels of CompetitionLevels of CompetitionLevels of CompetitionCompetitor ResearchCompetitor Research
Target Target Segment Segment Competition: Competition: Diet ColasDiet Colas Product Product
Category Category Competition: Competition: Soft DrinksSoft Drinks
Core Benefit Core Benefit Competition: Competition: BeveragesBeverages
Budget Budget Competition: Competition: Food and Food and EntertainmentEntertainment
Fast Fast FoodFood
BaseballBaseballCardsCards
Ice Ice CreamCream
WineWine
Bottled Bottled WaterWater
CoffeeCoffee
JuiceJuice
BeerBeer
Fruit Fruit ColasColas
LemonLemonLimesLimes
RegularRegularColasColas
DietDiet--RiteRiteColaCola
Diet Diet PepsiPepsi
Diet Diet CokeCoke
Current and Potential CompetitionCurrent and Potential CompetitionCurrent and Potential CompetitionCompetitor ResearchCompetitor Research
Threat of new entrants, Threat of new entrants, including those resulting including those resulting
from mergers and from mergers and takeoverstakeovers
Distributors who work to Distributors who work to make you more make you more
competitive or play you competitive or play you against your competitionagainst your competition
Suppliers who work to Suppliers who work to make you more make you more
competitive or play you competitive or play you against your competitionagainst your competition
Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entrynew entry
Threat through vertical Threat through vertical integration or encouraging integration or encouraging
new entrynew entry
Threat through joint Threat through joint venturing or encouraging venturing or encouraging
entryentry
Threat through joint Threat through joint venturing if suppliersventuring if suppliers’’product/services are product/services are involvedinvolved
Competition among Competition among current rivalscurrent rivals
Substitute threatsSubstitute threats
Competitor ResearchCompetitor Research
Audit Current Audit Current CompetitorsCompetitors
Research Market Research Market HistoryHistory
Auditing current Auditing current competitorscompetitors
Identification of Identification of rivals from which rivals from which you are gaining you are gaining business and to business and to which you are which you are losing businesslosing business
New Competitive Threats AuditNew Competitive Threats AuditNew Competitive Threats AuditCompetitor ResearchCompetitor Research
New Technology - Converging Markets ThreatWhat price changes in other technology markets appear to influence our sales? Is this effort changing?Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such subWhat is our closest new technological or service competition?Who is the major mover and shaker in this new industry?What appears to be its current objective and strategy?What is its growth rate?What has been its effect on our sales?What further threat does it pose?What constraints does it face?
Channel Integration ThreatWhich supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring?Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist?
Competitor Takeover - Merger ThreatWhich mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur?
A Competitive Analysis TemplateA Competitive Analysis TemplateA Competitive Analysis TemplateCompetitor ResearchCompetitor Research
Audit Current Audit Current CompetitorsCompetitors
Research Market Research Market HistoryHistory
Evaluate w/respect to:Evaluate w/respect to:Financial PositionFinancial PositionMarket PositionMarket PositionProduct PositionProduct PositionPrice PositionPrice PositionInbound LogisticsInbound LogisticsProduction ProcessProduction ProcessOutbound LogisticsOutbound LogisticsTrade RelationsTrade RelationsAdvertising & Advertising & PromotionsPromotionsSales Force ProcessSales Force Process
Channel ResearchChannel ResearchSummary Evaluation Competitive Selling EffortImage and Reputation Quality of locationsGeographical markets/customer segments served Quality of advertisingMajor strength, unique value, and importance of this reseller
Quality of premises
Major weakness and failure of reseller Quality of sales staffSpecial personal relations with supplier Sales-staff knowledge of our products
Inventory managementExtent we are treated as a preferred supplierSpecial marketing efforts and cooperationPurchasing BehaviorRecent ordering history
Detailed Evaluation Volume deals/discounts sought and given
Trading Performance Other allowances and considerations sought and given
Annual sales FreightAnnual sales of our product Cooperative advertisingContribution earned from sales to this reseller PromotionsAverage stock-turn of our products ReturnsPast average stock-turn of our products Push money and sales contestsProfit performance Special credit terms
AMA Definition of Marketing ResearchAMA Definition of Marketing Research
Specifies the information neededSpecifies the information neededDesigns the method of collecting Designs the method of collecting informationinformationManages and implements the data Manages and implements the data collection processcollection processAnalyzes the results Analyzes the results Communicates the findings and Communicates the findings and implicationsimplications
Types of Marketing Research FirmsTypes of Marketing Research Firms
Syndicated Service Syndicated Service FirmsFirmsFullFull--Service Research Service Research firmsfirms
Types of Marketing Research FirmsTypes of Marketing Research Firms
Collect and distribute for many Collect and distribute for many firmsfirmsFirms share the costFirms share the costExamples: A.C. Nielsen, J.D. Examples: A.C. Nielsen, J.D. Powers, Simmons, Powers, Simmons, ArbitronArbitron
Syndicated Service FirmsSyndicated Service FirmsSyndicated Service Firms
Types of Marketing Research FirmsTypes of Marketing Research Firms
Collect and distribute for one clientCollect and distribute for one clientClient assumes entire cost of projectClient assumes entire cost of projectResearch firm takes over marketing Research firm takes over marketing research function on behalf of clientresearch function on behalf of client
Full-Service Research FirmsFullFull--Service Research FirmsService Research Firms
The Marketing Research ProcessThe Marketing Research ProcessFe
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Define the problemDefine the problem
Research designResearch design
Data collectionData collection
Analysis, interpretation Analysis, interpretation and presentationand presentation
Problem DefinitionProblem DefinitionThe Marketing Research ProcessThe Marketing Research Process
Well defined problems are half Well defined problems are half solvedsolvedHelp set research objectives Help set research objectives Help define data collection Help define data collection processprocess
Exploratory ResearchExploratory ResearchThe Marketing Research ProcessThe Marketing Research Process
Helps gain understanding of the Helps gain understanding of the research questionresearch questionAids in understanding the Aids in understanding the cause(scause(s) of ) of the problemthe problemDiscuss the problem with informed Discuss the problem with informed sources sources -- customers, suppliers, etc.customers, suppliers, etc.Analyze internal records and dataAnalyze internal records and data
The Marketing Research ProcessThe Marketing Research ProcessFe
edba
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Data collectionData collection
Analysis, interpretation Analysis, interpretation and presentationand presentation
Define the problemDefine the problem
Research DesignResearch DesignThe Marketing Research ProcessThe Marketing Research Process
Master plan for researchMaster plan for researchIdentifies the need for primary Identifies the need for primary versus secondary dataversus secondary data
Research DesignResearch DesignThe Marketing Research ProcessThe Marketing Research Process
Primary DataPrimary Data
Information or Information or statistics collected for statistics collected for the first time during a the first time during a marketing research marketing research studystudy
Secondary DataSecondary Data
Previously published Previously published datadata
Sources of Primary DataSources of Primary DataThe Marketing Research ProcessThe Marketing Research Process
Survey MethodSurvey Method
Telephone interviewsTelephone interviewsMail surveysMail surveysPersonal interviewsPersonal interviewsFocus group Focus group interviewsinterviews
ObservationObservationMethodMethod
Observational studies Observational studies are conducted by are conducted by actually viewing actually viewing objects, events, objects, events, and/or a personand/or a person’’s s behaviorbehavior
Sources of Primary DataSources of Primary DataThe Marketing Research ProcessThe Marketing Research Process
Experimental MethodExperimental MethodExperimental Method
In experiments the researcher In experiments the researcher manipulates one or more of manipulates one or more of the marketing mix variables the marketing mix variables and compares the effect on and compares the effect on the experimental group to a the experimental group to a control group that did not control group that did not receive the manipulationreceive the manipulation
Sources of Secondary DataSources of Secondary DataThe Marketing Research ProcessThe Marketing Research Process
Government DataGovernment Data
Census of PopulationCensus of PopulationCensus of HousingCensus of HousingCensus of BusinessCensus of BusinessCensus of Census of ManufacturersManufacturersCensus of AgricultureCensus of AgricultureCensus of MineralsCensus of MineralsCensus of Census of GovernmentsGovernments
Internal DataInternal Data
Includes sales Includes sales analysis reports, analysis reports, financial performance financial performance reports, cost analysis, reports, cost analysis, product profit/loss product profit/loss statements, etc.statements, etc.
Sources of Secondary DataSources of Secondary DataThe Marketing Research ProcessThe Marketing Research Process
Research Firm DataResearch Firm Data
Many private organizations Many private organizations provide information for the provide information for the marketing executive e.g. marketing executive e.g. trade associations, trade associations, advertising agencies, advertising agencies, ““Survey of Buying Power.Survey of Buying Power.””
The Marketing Research ProcessThe Marketing Research ProcessFe
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Analysis, interpretation Analysis, interpretation and presentationand presentation
Define the problemDefine the problem
Research designResearch design
Data collectionData collection
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
PopulationPopulation
Total group that the Total group that the researcher wants to researcher wants to studystudy
CensusCensus
Collection of data Collection of data from all possible from all possible sources in a sources in a population or population or universeuniverse
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Probability SampleProbability Sample
Sampling techniques Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosenbeing chosen
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Probability sample Probability sample where researchers where researchers choose respondents choose respondents from a complete list from a complete list of the populationof the population
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Probability sample Probability sample where researchers where researchers divide the complete divide the complete population list into population list into groups and then use groups and then use single random single random sampling techniques sampling techniques on the subgroupson the subgroups
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Stratified SampleStratified Sample
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Stratified SampleStratified Sample
Cluster SampleCluster Sample
Probability sample Probability sample where researchers where researchers randomly choose randomly choose areas of geographic areas of geographic clusters before clusters before random cluster random cluster selectionselection
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Arbitrary sampling Arbitrary sampling technique where technique where respondents have an respondents have an unknown or zero chance unknown or zero chance of being chosen for the of being chosen for the samplesample
NonprobabilityNonprobability SampleSample
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Nonprobability sample Nonprobability sample where researches choose where researches choose respondents based on respondents based on ease of availability of ease of availability of respondentsrespondents
Nonprobability SampleNonprobability Sample
Convenience SampleConvenience Sample
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Nonprobability sample Nonprobability sample where researchers where researchers conveniently match conveniently match characteristics in the characteristics in the population with quotaspopulation with quotas
Nonprobability SampleNonprobability Sample
Quota SampleQuota Sample
Convenience SampleConvenience Sample
Sampling TechniquesSampling TechniquesThe Marketing Research ProcessThe Marketing Research Process
Nonprobability Nonprobability sample based on sample based on arbitrary judgments arbitrary judgments by the researcherby the researcher
Nonprobability SampleNonprobability Sample
Convenience SampleConvenience Sample
Quota SampleQuota Sample
Judgement SampleJudgement Sample
The Marketing Research ProcessThe Marketing Research ProcessFe
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Define the problemDefine the problem
Research designResearch design
Data collectionData collection
Analysis, interpretation Analysis, interpretation and presentationand presentation
Analysis, Interpretation, and PresentationAnalysis, Interpretation, and PresentationThe Marketing Research ProcessThe Marketing Research Process
Must present findings in clear, Must present findings in clear, understandable mannerunderstandable mannerCommunicate properly with Communicate properly with audienceaudience