營銷原則(ppt)
Marketing Principles
Brief review

Marketing Information System and Marketing Research


What type of information do you need to gather to find out if your company will be successful
For example: Consumer behaviour, SWOT, demographics, tourism activities,
What is MIS?
‘MIS （marketing information system) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’

營銷信息系統(tǒng)是一整套的程序和方法，用來有計劃地收集、分析和提供信息，以用于市場營銷地決策。
The components of a computerised MIS電子營銷信息系統(tǒng)構成

The components of a computerised MIS
Data bank （數(shù)據(jù)庫）- raw data e.g historical sales data, secondary data
Statistical bank （統(tǒng)計庫）- programmes to carry-out sales forecasts, spending projections
A model bank （模型庫）- stores marketing models e.g Ansoff’s matrix, Boston Matrix
Display unit (顯示裝置）- VDU and keyboard
Marketing research 營銷調(diào)研
The process of systematically gathering, recording, and analysing data concerning a particular marketing problem
營銷調(diào)研是指利用某種調(diào)查方式和方法，對特定地市場問題，有系統(tǒng)地收集、記錄和分析數(shù)據(jù)信息，以便通過這些數(shù)據(jù)和資料和數(shù)據(jù)反映市場的客觀情況，更好地進行營銷決策。
Thus marketing research is used in specific situations to obtain information that is not otherwise available to decision makers
MIS differs from marketing research
‘MIS is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’

HOWEVER, MARKETING RESEARCH IS:

The process of systematically gathering, recording, and analysing data concerning a particular marketing problem
Terminology of Marketing Research營銷調(diào)研術語
Primary data 第一手資料- collected first hand
Secondary data 第二手資料- already exists, desk research
Quantitative research 定量分析- statistical basis
Qualitative research 定性分析- subjective and personal
Sampling 抽樣調(diào)查- studying part of a ‘population（總體）’ to learn about the whole
Marketing Research Techniques營銷調(diào)研方法
Interviews訪問
face-to-face(in depth interviews)
telephone
postal questionnaire
Attitude measurement態(tài)度測試
cognitive component (know/believe about an act/object)
affective component (feel about an act/object)
conative component (behave towards an object or act)

Likert scale李科特量表
strongly agree
agree
neither agree nor disagree
disagree
strongly disagree
Semantic differential scales語義差別量表 - differences between words e.g.
Projective techniques投射法
sentence completion
psychodrama (yourself as a product)
friendly martian (what someone else might do)


Group discussion and focus group焦點小組訪談
Postal research questionnaires
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to scan barcodes
Telephone research
Observation觀察法
home audit
direct observation
In-store testing
When Should Marketing Research be Used?
When alternative actions are available
When there are potentially different payoffs from the different actions
When there is uncertainty about which action to take
When you are potentially willing to alter actions based on the research results
When it is possible to collect the information
When the cost of the research is less than the added benefit
The Marketing Research Process
Set objectives
Define research Problem
Assess the value of the research
Construct a research proposal
Specify data collection method
Specify techniques of measurement
Select the sample
Data collection
Analysis of results
Present in a final report
Set objectives
確立調(diào)查目標
The first step calls for the marketing manager and marketing researcher to set a objectives of the research.
Define research Problem
定義調(diào)查問題
The research problem can not be too broad or too narrow.
‘a problem well defined is half solved.’
Assess the value of the research
評估調(diào)研價值
The marketing manager needs to know the cost of the research plan before approving it.

Construct a research proposal 制定調(diào)研計劃
Data sources： primary data
secondary data
Research approaches: primary data can be collected in four ways: observation, focus group, survey, and experiments.
Research instruments: collecting primary data: questionnaires and mechanical devices.
Construct a research proposal 制定調(diào)研計劃
Sampling plan
probability sample概率抽樣法:
simple random sample簡單隨機法
stratified random sample分層法
cluster (area) sample整群法
nonprobability sample非概率抽樣法:
convenience sample便利法
judgment sample判斷法
quota sample 配額法
Time table and budget 日程表和預算
Activity 3.1.3
The data will help management in decision making.
the data will give management an idea of the competitiveness of the industry.
Marketing share information will help the organization to set realistic objectives for themselves.
Industry sales will tell management overall if the PC industry is in decline, remaining the same or growing.
Activity 3.1.5
Both are crucial, secondary research will give the company initial information on whether the industry is in decline or not and will assist them in deciding whether to enter the industry.
Primary information will give them a greater insight into the needs of particular users, what the main purchase needs of particular users, what the main purchase reason for a PC is, from where and so on.
Activity 3.4.2
The internal records system can provide results data such as reports on orders, sales, prices, inventory levels, receivables, payables, and so on.
Marketing intelligence system supplies happening data by obtaining everyday information about pertinent developments in the marketing environment.
Marketing research can find relevant to a specific marketing situation facing the company.
Coca Cola Case Study
Example of how blind taste tests missed the point
In the mid 1980’s, 200,000 consumers took part in taste tests, old Coke vs. new Coke flavour
April 23rd, 1985 – Coke changes its flavour; Renames product to new Coke as results suggest new Coke taste is preferred

Research failed to show consumers felt a bond with their old Coke
Announcements that old Coke was coming off the shelves, spurred many to stock up their basements
One man bought $1000 worth of bottles

July 11th, 1985: Old Coke returns
Old Coke is renamed Coca Cola Classic
Consumers rejoice; Coke company realises Coca Cola is more than just a soft drink


Activity 3.6 (student manual)
How should the Coca Cola company have conducted research to find out consumer wants and needs?


營銷原則(ppt)