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Ch−¬ng 2
Harcourt, Inc.
Ch −¬ng 2.
Ch−¬ng 2.
Nghiªn ccøu
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vÒ thÞ
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MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua
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1.2. Ph©n lo¹i thÞ tr−êng (1)
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
Editing
Coding
Data Entry
Data Analysis
Interpretation
Ch−¬ng 2. Nghiªn cøu thÞ tr−êng
3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng
Q Hands-on consumer
research
Q Motivational research
Consumer Research
Qualitative Observation Research
Q Expression of the
Q Hands-on consumer preferences,
research opinions and
motivations of the
customer
Q Motivational research
Consumer Research
Qualitative Observation Research
Q Bar-coding and
scanning
Consumer Research
Decision Support Systems
2 3 Target segment is
Database elements specified and deep-
segmentation statistical
are specified (name,
address, hobbies,
1 4 analysis identifies
etc.) The source of hobbies, interest, usage
record and data are situation, and
added 6 5 promotion preferences
Integration
with plan
Marketing
Database
Marketing Dissemination
Information to decision
System makers
Decision Support System
Marketing Database
Limited to < 25
Quantity of data Substantial Substantial Short Greatest quantity minutes
Good, nonlisted a
Sample control Little Substantial problem Greatest controls Problematic
Clear up
Better for sensitive ambiguities,
questions, no socially accepted Unnatural testing
Quality of data claifier answers Cheating bias
Executive, Pervasive-concept
industrial, Studies that tests, name tests,
medical, require national package tests,
Uses readership All areas samples Product testing copy tests
Consumer Research
Consumer Survey Research
Q Reliability
Q The consistency of
measurement over
time
Q Validity
Consumer Research
Consumer Survey Research
Q Reliability
Q The accuracy in
measuring what is
intended to be
measured
Q Validity
Consumer Research
Secondary Research
www.census.gov
www.stat-usa.gov
www.yahoo.com
www.altavista.com
www.lycos.com
Competitor Research
Q Research Market
History
Q Audit Current
Competitors
Competitor Research
Q Research Market Q Researching the
History history of the
Q Audit Current
market
Competitors Q Identifies the
marketing mix and
product
Q dimensions on
which sellers have
competed strong
Competitor Research
Levels of Competition
Ice
Cream Beer
Regular
Colas Juice
Wine
Diet-
Diet-Rite
Cola
Target Core Benefit
Fast Fruit Diet Segment Competition:
Food Colas Pepsi Competition: Beverages
Diet Colas Product
Diet Category
Coke Competition:
Bottled Soft Drinks
Lemon Budget
Water
Limes Competition:
Food and
Entertainment
Coffee
Baseball
Cards
Competitor Research
Current and Potential Competition
Threat through vertical Threat through vertical
integration or encouraging integration or encouraging
new entry Threat of new entrants, new entry
including those resulting
from mergers and
takeovers
Q Syndicated Service
Firms
Q Full-Service Research
firms
Types of Marketing Research Firms
Q Data collection
Q Analysis,
interpretation
and presentation
The Marketing Research Process
Problem Definition
Q Data collection
Q Analysis,
interpretation
and presentation
The Marketing Research Process
Research Design
Q Data collection
Q Analysis,
interpretation
and presentation
The Marketing Research Process
Sampling Techniques
Population Census
Q Sampling techniques
where respondents
have a known
(nonzero) chance of
being chosen
The Marketing Research Process
Sampling Techniques
Probability Sample
Simple Random
Q Probability sample
Sample where researchers
choose respondents
from a complete list
of the population
The Marketing Research Process
Sampling Techniques
Probability Sample
Q Probability sample
where researchers
Simple Random divide the complete
Sample
population list into
groups and then use
Stratified Sample
single random
sampling techniques
on the subgroups
The Marketing Research Process
Sampling Techniques
Probability Sample
Q Probability sample
Simple Random where researchers
Sample randomly choose
areas of geographic
Stratified Sample clusters before
random cluster
selection
Cluster Sample
The Marketing Research Process
Sampling Techniques
Nonprobability Sample
Q Arbitrary sampling
technique where
respondents have an
unknown or zero chance
of being chosen for the
sample
The Marketing Research Process
Sampling Techniques
Nonprobability Sample
Q Nonprobability sample
where researches choose
respondents based on Convenience Sample
ease of availability of
respondents
The Marketing Research Process
Sampling Techniques
Nonprobability Sample
Q Nonprobability sample
where researchers
conveniently match Convenience Sample
characteristics in the
population with quotas
Quota Sample
The Marketing Research Process
Sampling Techniques
Nonprobability Sample
Q Nonprobability
sample based on Convenience Sample
arbitrary judgments
by the researcher Quota Sample
Judgement Sample
The Marketing Research Process
Q Data collection
Q Analysis,
interpretation
and presentation
The Marketing Research Process
Analysis, Interpretation, and Presentation