市场营销课件英文22个文件教学作者几十个ppt 06-exploratory rsch.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter6:ExploratoryResearchStatementofResearchObjectivesProblemDefinitionDefiningProblemResultsinClearCutResearchObjectivesExploratoryResearch(Optional)AnalysisoftheSituationSymptomDetectionEXPLORATORYRESEARCHSecondaryDataExperienceSurveyPilotStudiesExp

2、loratoryResearchInitialresearchconductedtoclarifyanddefinethenatureofaproblemDoesnotprovideconclusiveevidenceSubsequentresearchexpectedWhatisExploratoryResearch?QUANTITATIVEDATAQUALITATIVEDATAWhyConductExploratoryResearch?DiagnoseasituationScreeningofalternativesDiscovernewideasConceptTestingExpl

3、oratoryresearchprocedurethattestssomesortofstimulusasaproxyforanideaaboutanew,revised,orrepositionedproductCategoriesofExploratoryResearchExperiencesurveysSecondarydataanalysisCasestudiesPilotstudiesExperienceSurveysAskknowledgeableindividualsaboutaparticularresearchproblem-mostarequitewilling“If

4、youwishtoknowtheroadupthemountain,youmustaskthemanwhogoesbackandforthonit.”--ZenrinkusiSecondaryDataAnalysisDatacollectedforapurposeotherthantheprojectathandEconomicalQuicksourceforbackgroundinformationCaseStudyMethodIntenselyinvestigatesoneorafewsituationssimilartotheproblemInvestigateindepthCar

5、efulstudyMayrequirecooperationPilotStudyAcollectivetermAnysmallscaleexploratorystudythatusessamplingButdoesnotapplyrigorousstandardsPilotStudiesFocusGroupInterviewsProjectiveTechniquesIn-DepthInterviewsProjectiveTechniquesWordassociationtestsSentencecompletionmethodThird-persontechniqueRoleplayin

6、gT.A.T.PicturefrustrationversionofT.A.T.“Amanisleasthimselfwhenhetalksinhisownperson;whengivenamaskhewilltellthetruth.”--OscarWildeWordAssociationSubjectispresentedwithalistofwordsAskedtorespondwithfirstwordthatcomestomindWordAssociationExamplesGREENMoneyLawnEggsandHamWordAssociationExamplesCHEES

7、EKraftCheddarGoatSentenceCompletionPeoplewhodrinkbeerare______________________Amanwhodrinkslightbeeris___________________Importedbeerismostlikedby___________________Awomanwilldrinkbeerwhen____________________ThematicAp