市场营销国外原版教材第二章.ppt

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1、PowerPointtoaccompanyNareshMalhotraJohnHallMikeShawPeterOppenheimPowerPointtoaccompanyChapter2TheMarketingResearchProcessChapterObjectivesAfterreadingthischapteryoushouldbeableto:AppreciatethatspecificinformationisrequiredtomakebusinessdecisionsDefinethemarketingresearchproblem(MRP)foranyparticulard

2、ecisionUnderstandtheimportanceofclearlyspecifyingtheinformationrequiredfromresearchApplymethodsthathelptodefinetheinformationinmeasurabletermsApplyprocedurestoestimatethevalueofresearchChapterObjectives(continued)UnderstandthecontentsandstructureoftheresearchbriefDescribethepurposeoftheelementsofthe

3、researchbriefUnderstandtherelationshipbetweenthemanagementdecisionmakingproblemandtheresearchbriefExplaintheimportanceofethicalbehaviourChapterOutlineFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMa

4、rketingresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryTopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketi

5、ngresearchsuppliersandservicesImportanceofethicsinmarketingresearchStakeholdersinmarketingresearchInternationalmarketingresearchSummaryFromManagementDecisionProblemtoMarketingResearchProblemThemanagementdecisionproblem(MDP)stateswhattheDMneedstodoItisaction-orientedThemarketingresearchproblem(MRP)as

6、kswhatinformationisneededandimplieshowitcanbebestobtainedItisinformation-orientedFromManagementDecisionProblemtoMarketingResearchProblemThereisadistinctionbetweenthemanagementdecisionproblemandthemarketingresearchproblemCollaborationbetweentheDMandtheresearcherrequiredtoformulatethemarketingresearch

7、problemTopicFrommanagementdecisionproblemtomarketingresearchproblemDefiningthemarketingresearchproblemTasksindefiningthemarketingresearchproblemTheresearchbriefMarketingresearchsuppliersandservicesImp