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1、行銷研究與市場調(diào)查Chia-LiangHungIMofNCNU2009.04.15DefinitionofMarketingResearchMarketingResearchisthefunctionwhichlinkstheconsumer,customer,andpublictothemarketerthroughinformation,whichisusedtoidentifyanddefinemarketingopportunitiesandproblems;togenerate,refine,andevaluat
2、emarketingactions;tomonitormarketingperformance;andtoimproveunderstandingofmarketingasaprocess.Marketingresearchspecifiestheinformationrequiredtoaddresstheseissues;designsthemethodforcollectinginformation;managesandimplementsthedatacollectionprocess;analyzestheres
3、ults;andcommunicatesthefindingsandtheirimplications.—AmericanMarketingAssociationWhydoyouconductamarketingresearch?Toestablishmeaningfuldifferencesamonggroupsofcustomersandthentoidentifythem—aphenomenonwecall"actionablesegmentation"FirmographicsDifferentcustomersh
4、avedifferentattitudes,needs,andpreferencesApplicabilityofdemographicsTheshiftingsignificanceofsegmentationdimensionsBusinesstargetsshouldbeadjustedSheddingthecommoditymind-setMeetingandextractingthewillingness-to-payLearningfromyourcustomertocustomizationThemostco
5、nsiderablebuyingbehaviorThemostpreferablepropertyThepriorityofcandidateofferingswithconstraintsTechniquesforDataCollectionDatasourcesPrimarysourcesSecondarysourcesDatabaseinquiryResearchdesignObservationMeasurementQuestionnaireSamplingInterviewExperimentationAMark
6、etingResearchTool:ConjointAnalysis?Mohr,Sengupta,Slater2005Whatisthemostimportantattribute/featureofyourproduct?Products/ServicesareComposedofmultipleFeatures/AttributesE.g.,PersonalComputer:Brand+MicroprocessorSpeed+RAM+CDSpeed+HDSize+Price?Mohr,Sengupta,Slater20
7、05HowtoLearnWhatCustomersWantAskDirectQuestionsaboutpreference:Whatbranddoyouprefer?Whatharddrivesizewouldyoulike?Whatprocessorspeedwouldyoulike?Howmuchdoyouwanttopay?Answersoftentrivialandunenlightening(e.g.respondentspreferlowpricetohighprice,fasterspeedstolower
8、speeds)?Mohr,Sengupta,Slater2005HowtoLearnWhatIsImportantAskDirectQuestionsaboutimportanceHowimportantisitthatyougetthe{brand,harddrivesize,processorspe
