营销原则(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’

营销信息系统是一整套的程序和方法，用来有计划地收集、分析和提供信息，以用于市场营销地决策。
The components of a computerised MIS电子营销信息系统构成

The components of a computerised MIS
Data bank （数据库）- raw data e.g historical sales data, secondary data
Statistical bank （统计库）- programmes to carry-out sales forecasts, spending projections
A model bank （模型库）- stores marketing models e.g Ansoff’s matrix, Boston Matrix
Display unit (显示装置）- VDU and keyboard
Marketing research 营销调研
The process of systematically gathering, recording, and analysing data concerning a particular marketing problem
营销调研是指利用某种调查方式和方法，对特定地市场问题，有系统地收集、记录和分析数据信息，以便通过这些数据和资料和数据反映市场的客观情况，更好地进行营销决策。
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营销调研术语
Primary data 第一手资料- collected first hand
Secondary data 第二手资料- already exists, desk research
Quantitative research 定量分析- statistical basis
Qualitative research 定性分析- subjective and personal
Sampling 抽样调查- studying part of a ‘population（总体）’ to learn about the whole
Marketing Research Techniques营销调研方法
Interviews访问
face-to-face(in depth interviews)
telephone
postal questionnaire
Attitude measurement态度测试
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语义差别量表 - 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焦点小组访谈
Postal research questionnaires
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to scan barcodes
Telephone research
Observation观察法
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
确立调查目标
The first step calls for the marketing manager and marketing researcher to set a objectives of the research.
Define research Problem
定义调查问题
The research problem can not be too broad or too narrow.
‘a problem well defined is half solved.’
Assess the value of the research
评估调研价值
The marketing manager needs to know the cost of the research plan before approving it.

Construct a research proposal 制定调研计划
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 制定调研计划
Sampling plan
probability sample概率抽样法:
simple random sample简单随机法
stratified random sample分层法
cluster (area) sample整群法
nonprobability sample非概率抽样法:
convenience sample便利法
judgment sample判断法
quota sample 配额法
Time table and budget 日程表和预算
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?


营销原则(ppt)