市场营销课件英文22个文件教学作者几十个ppt 05-prob def & rsch prposal.ppt

《市场营销课件英文22个文件教学作者几十个ppt 05-prob def & rsch prposal.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ExploringMarketingResearchWilliamG.ZikmundChapter5:ProblemDefinitionandtheResearchProposalProblemdiscoveryProblemdefinition(statementofresearchobjectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelectionofexploratoryresearchtechniqueSelectiono

2、fbasicresearchmethodExperimentSurveyObservationSecondaryDataStudyLaboratoryFieldInterviewQuestionnaireSelectionofexploratoryresearchtechniqueSamplingProbabilityNonprobabilityCollectionofdata(fieldwork)EditingandcodingdataDataprocessingInterpretationoffindingsRepor

3、tDataGatheringDataProcessingandAnalysisConclusionsandReportResearchDesignProblemDiscoveryandDefinitionCopyright©2000Harcourt,Inc.Allrightsreserved.COMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSALORDESCRIPTIVEEXPLORATORYRemember-UncertaintyInfluencestheTypeofResearchProble

4、mDiscoveryandDefinitionFirstStepProblem,Opportunity,orMonitorOperationsDiscoverybeforeDefinitionProblemmeansManagementProblem“Theformulationoftheproblemisoftenmoreessentialthanitssolution.”AlbertEinsteinCopyright©2000Harcourt,Inc.Allrightsreserved.Problemdefinitio

5、nTheindicationofaspecificmarketingdecisionareathatwillbeclarifiedbyansweringsomeresearchquestions.Copyright©2000Harcourt,Inc.Allrightsreserved.StatementofResearchObjectivesProblemDefinitionDefiningProblemResultsinClearCutResearchObjectivesExploratoryResearch(Optio

6、nal)AnalysisoftheSituationSymptomDetectionTheProcessofProblemDefinitionAscertainthedecisionmaker’sobjectivesUnderstandbackgroundoftheproblemIsolate/identifytheproblem,notthesymptomsDetermineunitofanalysisDeterminerelevantvariablesStateresearchquestionsandobjective

7、sAscertaintheDecisionMaker’sObjectivesDecisionmakers’objectivesManagerialgoalsexpressedinmeasurableterms.Copyright©2000Harcourt,Inc.Allrightsreserved.TheIcebergPrincipleTheprincipleindicatingthatthedangerouspartofmanymarketingproblemsisneithervisibletonorunderstoo

8、dbymarketingmanagers.Copyright©2000Harcourt,Inc.Allrightsreserved.UnderstandtheBackgroundoftheProblemExercisingJudgmentSituationanalysis-Theinformalgath