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1、Chapter ThreeResearch Design 研究设计,赵冬阳 讲师西南财经大学 市场营销 博士生,2011/2/12,ZHAODongyang Panzhihua University,2,教学目的,定义研究设计，对各种研究设计进行分类，并且解释探索性研究与结论性研究的区别。比较基本的研究设计-探索性研究设计、描述性研究设计和因果研究设计。描述性研究设计中的主要误差来源。讨论协调研究项目时面临的管理问题，特别是预算与进度安排。描述营销研究计划的组成部分，并说明他是如何指导营销研究过程的。理解在进行研究设计过程中所产生的伦理问题与冲突。,2011/2/12,ZHAODongyang
2、 Panzhihua University,3,Chapter Outline章节提纲,1)Overview2)Research Design:Definition3)Research Design:Classification4)Exploratory Research5)Descriptive ResearchCross-Sectional DesignLongitudinal DesignAdvantages and Disadvantages of Longitudinal and Cross-Sectional Designs6)Causal Research7)Relationsh
3、ips Among Exploratory,Descriptive and Causal Research,概要研究设计：定义研究设计：分类探索性研究描述性研究横截面设计纵向设计相对优缺点因果研究探索性、描述性和因果研究的关系,2011/2/12,ZHAODongyang Panzhihua University,4,Chapter Outline,8)Potential Sources of ErrorRandom Sampling ErrorNon-sampling ErrorNon-response ErrorResponse Error 9)Budgeting and Scheduli
4、ng10)Marketing Research Proposal11)International Marketing Research12)Ethics in Marketing Research13)Summary,潜在的误差源随机抽样误差非抽样误差无响应误差响应误差项目预算和进度安排营销研究计划书国际市场营销研究市场营销研究道德总结,2011/2/12,ZHAODongyang Panzhihua University,5,Research Design:Definition研究设计：定义,2011/2/12,ZHAODongyang Panzhihua University,6,Comp
5、onents of a Research Design研究设计的组成部分,2011/2/12,ZHAODongyang Panzhihua University,7,A Classification of Marketing Research Designs营销研究设计分类,2011/2/12,ZHAODongyang Panzhihua University,8,Exploratory&Conclusive Research Differences探索性研究与结论性研究的区别,2011/2/12,ZHAODongyang Panzhihua University,9,Exploratory&
6、Conclusive Research Differences探索性研究与结论性研究的区别,2011/2/12,ZHAODongyang Panzhihua University,10,A Comparison of Basic Research Designs基本研究设计的比较 Table 3.2,2011/2/12,ZHAODongyang Panzhihua University,11,Uses of Exploratory Research探索性研究的使用,2011/2/12,ZHAODongyang Panzhihua University,12,Methods of Explora
7、tory Research探索性研究的方法,2011/2/12,ZHAODongyang Panzhihua University,13,Department Store Project百货商店项目实际应用,回顾学术文献和行业文献，以确定影响消费者关顾百货商场的相关的人口统计因素与心理因素访问零售专家以便确认发展趋势，如新的零售形式以及消费者新的购物模式对同一连锁店的3家最好、3家最差的店面进行对比分析，从而得到影响 商店业绩的因素进行专题组座谈来确认消费者认为那些因素是选择商场时考虑的重要因素,2011/2/12,ZHAODongyang Panzhihua University,14,Us
8、e of Descriptive Research描述性研究的使用,To describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas To estimate the percentage of units in a specified population exhibiting a certain behavior To determine the perceptions of product characteristicsTo deter
9、mine the degree to which marketing variables are associatedTo make specific predictions,描述相关群体如消费者、销售人员、组织、市场区域的特征。例如描述经常在豪华商店购物的人的特征估计在特定群体中由某一行为的人的比例经常在豪华商场购物的消费者中也经常关顾折扣店的比例判断对产品特征的感知针对选择商场的标准中的重要因素，消费者是如何看待各个商场的确定与营销变量相关的程度逛商场与在外面吃饭有多大关系进行特定的预测在某个地区（成都）某个商店（仁和春天）时尚服装（特定的产品种类）的零售额是多少,2011/2/12,ZH
10、AODongyang Panzhihua University,15,Department Store Project百货商店项目 6 W,WHO 谁：谁是某一商店的顾客？有如下几种可能的定义：凡是到商店的人，无论他（她）是否购物在商店买任何东西的人至少每月到商店购物一次的人 家中负责到商店购物的人WHAT 什么：从调查对象哪里应该获取那些信息？可以得到的信息包括：为特定的产品种类而光顾不同商店的频率在选择商店的标准上，消费者对各个商店的评价与所要验证的特定假设相关的信息心理特征、生活方式、媒体消费习惯以及人口统计特征WHEN 何时：应当何时从调查对象哪里获取信息？可能的选择是：购物前购物时购
11、物后立即购物后一段时间，让消费者有时间来评价其购物的经历,2011/2/12,ZHAODongyang Panzhihua University,16,Department Store Project百货商店项目 5 W1H,WHERE 何地：应在何处与调查对象接触来获取信息？与调查对象接触的可能地点如下：商店里购物中心内，商店外。停车场家里WHY 为什么：为什么要从调查对象哪里获取信息？为什么要执行市场调查项目？可能的原因如下：改善客户形象增加消费者的光顾和市场份额改变产品组合开展合适的促销活动为新店选址HOW 如何：如何从调查对象哪里获取信息？可能的途径有：观察调查对象的行为人员访谈电话访
12、谈邮件访谈电子调查（电子邮件或因特网）,2011/2/12,ZHAODongyang Panzhihua University,17,Methods of Descriptive Research描述性研究的方法,2011/2/12,ZHAODongyang Panzhihua University,18,Cross-Sectional Designs横截面设计,Involve the collection of information from any given sample of population elements only once In single cross-sectiona
13、l designs,there is only one sample of respondents and information is obtained from this sample only once.,指一次性地从特定的样本总体中收集信息。一次性横截面设计，是指在目标总体中仅抽取一个调查对象样本，从这一样本中收集一次信息，也叫抽样调查研究设计。,2011/2/12,ZHAODongyang Panzhihua University,19,Cross-Sectional Designs横截面设计,In multiple cross-sectional designs,there are
14、 two or more samples of respondents,and information from each sample is obtained only once.Often,information from different samples is obtained at different times.Cohort analysis consists of a series of surveys conducted at appropriate time intervals,where the cohort serves as the basic unit of anal
15、ysis.A cohort is a group of respondents who experience the same event within the same time interval.,重复性横截面设计，是指有2个或以上的调查对象样本，并且只能从每一样本中收集一次信息，不同样本的信息通常在间隔很长一段的不同时期获取。在群体水平而不是在个体水平上进行比较。队列分析是指以恰当的时间间隔所进行的一系列调查，其中队列是分析的基本单位。一个队列是指相同的时期经历同一时间的一组调查对象。,2011/2/12,ZHAODongyang Panzhihua University,20,Cons
16、umption of Various Soft Drinks by Various Age Cohorts不同年龄队列软饮料的消费量,2011/2/12,ZHAODongyang Panzhihua University,21,Longitudinal Designs纵向设计,A fixed sample(or samples)of population elements is measured repeatedly on the same variablesA longitudinal design differs from a cross-sectional design in that
17、the sample or samples remain the same over time,是指对目标总体中的固定样本组的同一组变量进行重复测量。纵向设计与横截面设计不同，因为纵向设计中样本或样本组随时间保持不变。,2011/2/12,ZHAODongyang Panzhihua University,22,Cross-Sectional vs.Longitudinal横截面与纵向对比,Figure 3.6 Cross Sectional vs.Longitudinal Designs,2011/2/12,ZHAODongyang Panzhihua University,23,Relat
18、ive Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs,2011/2/12,ZHAODongyang Panzhihua University,24,Cross-Sectional Data May Not Show Change横截面数据不能反映变化,2011/2/12,ZHAODongyang Panzhihua University,25,Longitudinal Data May Show Substantial Change纵向数据可以反映变化,2011/2/12,ZHAODongyan
19、g Panzhihua University,26,Uses of Causal Research因果研究的使用,To understand which variables are the cause(independent variables)and which variables are the effect(dependent variables)of a phenomenonTo determine the nature of the relationship between the causal variables and the effect to be predictedMETH
20、OD:Experiments,是用来获得一种现象那个变量是原因（自变量）和那个变量是结果（因变量）关系的证据。确定要预测的因果关系变量之间的关系的性质方法：实验法,2011/2/12,ZHAODongyang Panzhihua University,27,Alternative Research Designs,Exploratory ResearchSecondary Data AnalysisFocus Groups,Conclusive ResearchDescriptive/Causal,Conclusive Research结论性研究Descriptive/Causal,Explo
21、ratory ResearchSecondary Data AnalysisFocus Groups,Conclusive ResearchDescriptive/Causal,(a),(b),(c),A:当对问题的情形一无所知时，应该先使用探索性研究.探索性研究是整个研究设计框架的第一步，大多数情形，探索性研究之后应该是描述性或因果研究,B：每个研究设计没有必要都从探索性研究开始。C：虽然探索性研究是整个研究设计框架的第一步。但并不总是这样。,2011/2/12,ZHAODongyang Panzhihua University,28,Potential Sources of Error i
22、n Research Designs研究设计中的潜在的误差源,Non-response Error拒答误差,2011/2/12,ZHAODongyang Panzhihua University,29,Errors in Marketing Research营销研究中的误差,2011/2/12,ZHAODongyang Panzhihua University,30,Errors in Marketing Research营销研究中的误差,2011/2/12,ZHAODongyang Panzhihua University,31,Errors in Marketing Research营销研
23、究中的误差,2011/2/12,ZHAODongyang Panzhihua University,32,Citicorp Banks on Exploratory,Descriptive,and Causal Research花旗银行集团的探索性、描述性和因果研究,Marketing Research at Citicorp is typical in that it is used to measure consumer awareness of products,monitor their satisfaction and attitudes associated with the pr
24、oduct,track product usage and diagnose problems as they occur.To accomplish these tasks Citicorp makes extensive use of exploratory,descriptive,and causal research.Often it is advantageous to offer special financial packages to specific groups of customers.In this case,a financial package is being d
25、esigned for senior citizens.The following seven-step process was taken by marketing research to help in the design.,2011/2/12,ZHAODongyang Panzhihua University,33,Citicorp Banks on Exploratory,Descriptive,and Causal Research,1)A taskforce was created to better define the market parameters to include
26、 all the needs of the many Citicorp branches.A final decision was made to include Americans 55 years of age or older,retired,and in the upper half of the financial strata of that market.,2011/2/12,ZHAODongyang Panzhihua University,34,Citicorp Banks on Exploratory,Descriptive,and Causal Research,2)Ex
27、ploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted.Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the
28、level of satisfaction with the current products.In the case of senior citizens,a great deal of diversity was found in the market.This was determined to be due to such factors as affluence,relative age,and the absence or presence of a spouse.,2011/2/12,ZHAODongyang Panzhihua University,35,Citicorp Ba
29、nks on Exploratory,Descriptive,and Causal Research,3)The next stage of research was brainstorming.This involved the formation of many different financial packages aimed at the target market.In this case,a total of 10 ideas were generated.,2011/2/12,ZHAODongyang Panzhihua University,36,Citicorp Banks
30、 on Exploratory,Descriptive,and Causal Research,4)The feasibility of the 10 ideas generated in step 3 was then tested.The ideas were tested on the basis of whether they were possible in relation to the business.The following list of questions was used as a series of hurdles that the ideas had to pas
31、s to continue on to the next step.Can the idea be explained in a manner that the target market will easily understand?Does the idea fit into the overall strategy of Citicorp?,2011/2/12,ZHAODongyang Panzhihua University,37,Citicorp Banks on Exploratory,Descriptive,and Causal Research,Is there an avai
32、lable description of a specific target market for the proposed product?Does the research conducted so far indicate a potential match for target market needs,and is the idea perceived to have appeal to this market?Is there a feasible outline of the tactics and strategies for implementing the program?
33、Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices?In this study,only one idea generated from the brainstorming session made it past all the listed hurdles and on to step 5.,2011/2/12,ZHAODongyang Panzhihua University,38,Ci
34、ticorp Banks on Exploratory,Descriptive,and Causal Research,5)A creative work-plan was then generated.This plan was to emphasize the competitive advantage of the proposed product as well as better delineate the specific features of the product.6)The previous exploratory research was now followed up
35、with descriptive research in the form of mall intercept surveys of people in the target market range.The survey showed that the list of special features was too long and it was decided to drop the features more commonly offered by competitors.,2011/2/12,ZHAODongyang Panzhihua University,39,Citicorp
36、Banks on Exploratory,Descriptive,and Causal Research,7)Finally,the product was test marketed in six of the Citicorp branches within the target market.Test marketing is a form of causal research.Given successful test marketing results,the product is introduced nationally.,2011/2/12,ZHAODongyang Panzh
37、ihua University,40,Marketing Research Proposal市场调查计划书,Executive SummaryBackgroundProblem Definition/Objectives of the ResearchApproach to the ProblemResearch DesignFieldwork/Data CollectionData AnalysisReportingCost and TimeAppendices,执行摘要背景问题定义/研究目的问题的研究方法研究设计现场工作/数据收集数据分析报告成本和时间附录,2011/2/12,ZHAODo
38、ngyang Panzhihua University,41,2011/2/12,ZHAODongyang Panzhihua University,42,All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall,
