体育市场营销基础 26页

Lesson9ManagingMarketingInformation4\nTheImportanceofInformationCompaniesneedinformationabouttheir:CustomerneedsMarketingenvironmentCompetitionMarketingmanagersdonotneedmoreinformation,theyneedbetterinformation.\nInformationOverload“Inthisohsooverwhelminginformationage,it’salltooeasytobeburied,burdened,andburnedoutbydataoverload.”\nTheMarketingInformationSystem\nTheMarketingResearchProcess1234\n1、DefiningtheProblem&ObjectivesGatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggesthypotheses.ExploratoryResearchDescriptiveResearchCausalResearchDescribesthings(e.g.,marketpotentialforaproduct,Demographics,andattitudes).Testshypothesesaboutcause-and-effectrelationships.\n2、DevelopingtheResearchPlanIncludes:DeterminingtheexactinformationneededDevelopingaplanforgatheringitefficientlyPresentingthewrittenplantomanagementOutlines:SourcesofexistingdataSpecificresearchapproachesContactmethodsSamplingplansInstrumentsfordatacollection\n2.2GatheringSecondaryDataInformationthatalreadyexistssomewhereInternaldatabasesCommercialdataservicesGovernmentsourcesAvailablemorequicklyandatalowercostthanprimarydataMustberelevant,accurate,current,andimpartial\nOnlineDatabasesDialogputsanincrediblewealthofinformationatthekeyboardsofmarketingdecisionmakers.Dialogputs“informationtochangetheworld,oryourcornerofit”atyourfingertips.\n2.3ObservationalResearchThegatheringofprimarydatabyobservingrelevantpeople,actions,andsituations.Ethnographicresearch:Observationin“naturalenvironment”Mechanicalobservation:PeoplemetersCheckoutscanners\nObservationalResearchFisher-Pricesetupanobservationlabinwhichitcouldobservethereactionsoflittletotstonewtoys.\nSurveyResearchMostwidelyusedmethodforprimarydatacollection.Approachbestsuitedforgatheringdescriptiveinformation.Cangatherinformationaboutpeople’sknowledge,attitudes,preferences,orbuyingbehavior.\nExperimentalResearchTriestoexplaincause-and-effectrelationships.Involves:selectingmatchedgroupsofsubjects,givingdifferenttreatments,controllingunrelatedfactors,andcheckingdifferencesingroupresponses.\nStrengths&WeaknessesofContactMethods\nChoosingtheSampleSample–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SamplingunitHowmanypeopleshouldbesurveyed?SamplesizeHowshouldthepeopleinthesamplebechosen?Samplingprocedure\nPrimaryDataCollectionMechanicalDevicesPeopleMetersSupermarketScannersGalvanometerEyeCamerasQuestionnairesWhatquestionstoaskFormofeachquestionClosed-endedOpen-endedWordingOrderingResearchInstruments\nQuestionnairesSample–segmentofthepopulationselectedtorepresentthepopulationasawhole.Requires3Decisions:Whoistobesurveyed?SamplingunitHowmanypeopleshouldbesurveyed?SamplesizeHowshouldthepeopleinthesamplebechosen?Samplingprocedure\n问卷设计结构：封面信、问题及答案、编码及其他资料步骤：探索性工作、设计问卷、初稿试用、修改定稿其它：\n结构：封面信：说明调查者的身份：“我（我们）是谁”说明调查的大致内容：“我(们)正在进行….方面的调查”说明调查的主要目的：“我(们)这次调查的目的是….”说明调查对象的选取方法和对调查结果保密的措施:“本调查以不记名的方式进行，答案无对错之分，请您不必有任何的顾虑”。在信的结尾处，一定要真诚地感谢被调查者的合作与帮助。指导语：“请您根据自己的实际情况在合适的答案上画圈….”\n问题及答案：主体部分开放式问题：封闭式问题编码及其他资料：问卷编号、调查员编号、调查日期、被调查者住地等。结构：\n步骤：探索性工作：避免出现含糊和不符合实际的问题设计问卷初稿：卡片法和框图法试用：小范围发放，回收检验修改定稿：\n其它：问题的语言要尽量简洁、明确、通俗、易懂问题不带有倾向性不要用否定形式提问不要直接询问敏感性问题问题的数量：20-30分钟问题的顺序：相倚问题：BACK\nCollectingtheDataProcessingtheDataAnalyzingtheDataResearchPlanMostExpensive&SubjecttoError3、ImplementingtheResearchPlan\n4、Interpreting&ReportingFindingsManagersandresearchersmustworktogetherwheninterpretingresearchresults.Step1.InterprettheFindingsStep2.DrawConclusionsStep3.ReporttoManagement\nCustomerRelationshipManagementManycompaniesutilizeCRMCapturecustomerinformationfromallsourcesAnalyzeitindepthApplytheresultstobuildstrongerrelationships.Companieslookforcustomertouchpoints.CRManalystsdevelopdatawarehousesandusedataminingtechniquestofindinformationoutaboutcustomers.\nRestStop:Makeamarketingreport实践课：第15周（5月31日）任务要求：以小组为单位，选择一个品牌，对其产品其及市场营销情况做一个调查，并做一个描述性的报告，上交打印文本。（1）文本格式：题目为黑体加粗4号，文本字体为宋体小四，1.5倍间距。（2）可有图像或表格，文本内容不得少于1500字。