2022-01-17 - Quotes Website

2022-01-17

Purposeful, scientific, practical, uncertain, systematic, timely

The purpose of exploratory research

Determine the research topic and related issues and concepts; determine the research objects ; Provide a basis for selecting the final market research method; obtain a basis for modifying the questionnaire or experimental design

Content of descriptive research

Determine the research topic and related issues and concepts; determine Research objects; provide a basis for selecting the final market research method; obtain a basis for modifying the questionnaire or experimental design

Contents of descriptive research

Characteristics of the overall market environment; describe the characteristics of buyers Various characteristics; analysis of the strength of major competitors and the characteristics of their marketing strategies; the actual results achieved at each stage of the company's business strategy and marketing strategy during the implementation process

Contents of cause-and-effect investigation

Verify a theoretically existing causal phenomenon; establish a causal relationship model; determine the main reasons affecting the research objectives

Market demand research; market environment research; market competition research; marketing mix research

It is a system of people, equipment and processes that collects, selects, analyzes, evaluates and distributes appropriate, timely and accurate information to marketing decision makers.

Internal reporting system:

Various information generated by internal reports

Marketing intelligence system:

Used by company executives to obtain daily of information about the development of the marketing environment

Decision support systems:

Use tools and techniques to evaluate collected data

Market research systems

Identify disordered conditions or problems; select data analysis methods; design questionnaires; select samples; conduct surveys; data analysis

Typical investigation period; independent investigation period; decision-oriented period; online research period

Situations where it is impossible to carry out market research; the cost of the survey exceeds the benefits; lack of funds; insufficient time; already have the information

Secondary data, also called desk data, refers to the information that already exists somewhere. Data that has been compiled for a certain purpose; the secondary data research method is a method of using indirect or past collected data to conduct research on current issues.

Advantages: wide range of application, large amount of data, economical and fast, reduced investigation costs, few controlled factors, flexible acquisition method, relatively reliable and practical

Disadvantages: lack of professional and technical personnel, measurement standards, different data, outdated information Heavy screening workload, inconsistent reporting units, different definitions used for data classification

Different by carrier

Can be divided into written information and electronic information

Different by scope

Can be divided into macro data and micro data

Different time points

Can be divided into dynamic data and static data

Internal sources

Data on production and business activities Data on market environment

External sources

News media data Government statistics Industry statistics Information from consulting companies Academic research results Finance Institutional data

Provider of secondary data Purpose of collecting secondary data Timeliness of secondary data Research methods of secondary data Consistency of secondary data

Test consumer attitudes and opinions; define details Market segmentation; market tracking research; monitoring media usage habits

Basic principles

Scientific principle Feasibility principle Effectiveness principle Flexibility principle

Plan design process

Planning plan Evaluation

Logical analysis method, empirical judgment method, pilot survey method

The difference between business management issues and market research issues

Common mistakes in defining market research problems

Definition is too broad Definition is too narrow

The data collection, analysis, and explanation of qualitative research are all carried out through the observation and statement of people's speech and behavior. It is a non-programmed, very flexible, and problem-based research method. .

Quantitative research is a process of quantitative analysis and processing of collected data using programmed and standardized techniques and methods. It is a research based on the number of questions.

New product market positioning, consumer attitudes and behavioral characteristics, product testing, user satisfaction, product packaging, marketing communication concepts, evaluation of advertising creativity and production, brand image research, industry research, typical unit survey

Qualitative research You can't distinguish the nuances that large-scale quantitative surveys can, and the nuances of a marketing mix can often determine the success or failure of a marketing effort.

Qualitative research cannot provide a representative sample of the target group of the study, because the small sample used in qualitative research is difficult to represent the overall tendency.

It is easy for group discussions to deviate from the research topic.

Focus group interview method, in-depth interview method, projective method process analysis

It is to use the form of small symposium to select a group of representative consumers or customers and conduct them in a single installation. In a room with a mask or audio and video equipment (you can observe the progress of the symposium in the next room), under the auspices of the moderator, discuss a certain topic to gain an in-depth understanding of the relevant issues.

Generate ideas

Reveal consumers’ needs, motivations, concepts and attitudes towards products or services

Understand consumers’ vocabulary

Understand the results of quantitative research

Advantages: fast data collection and high efficiency; flexible structure; can combine investigation and discussion; can conduct scientific monitoring

Disadvantages: requirements for the host High; compared with the results of other survey methods, the results of focus groups are prone to errors in judgment; it is difficult to analyze and interpret the data; some involve issues such as privacy and confidentiality, and should not be used in Talk more at the meeting; due to the time limit of the discussion, it is sometimes difficult to have in-depth and detailed exchanges.

Experience or experience is evenly distributed, personality characteristics are excluded,

means that the respondent is asked to complete a certain assignment, and then the attitude and motivation of the respondent are understood through the analysis of the assignment.

Word association method: free association method, guided association method, controlled association method

Completion method: sentence completion method, story completion method

Structure method: picture test cartoon Experimental method

Expression method: Analogy third party technique

The in-depth interview method means that the investigator and an interviewee have an in-depth discussion around a certain issue in a relaxed and natural atmosphere, with the purpose of allowing the interviewee to Visitors can speak freely and fully express their views and feelings.

Communication inspection; sensory evaluation; exploratory research; new product development; packaging or usage research

Advantages: Due to the elimination of group pressure, more real and comprehensive information can be obtained; close contact makes the research Researchers have the opportunity to observe the attitudes, expressions, behaviors, etc. of the respondents, and use this to evaluate the credibility of the data; the researcher and the respondent have a relatively harmonious relationship; the researcher can explore the respondent in depth by repeatedly asking or explaining questions. Investigator’s motivations, feelings, etc.

Disadvantages: higher cost, especially when there are a large number of respondents; higher requirements on the quality and interviewing skills of researchers; researchers consume more energy and the number of interviews in one day is limited; sample size Small, the deviation or error is large; the obtained data is difficult to quantify.

Scope of application: Understand some complex or abstract issues, such as motivations, attitudes, feelings, etc.

Questionnaire, also called questionnaire, interview form or inquiry form, is a carrier that uses written form to understand the responses and opinions of the subjects being investigated and to obtain data and information.

Provide standardized data collection procedures; questionnaires are easy to implement, save time and have high efficiency; provide answer recording tools and standardize recording behaviors; facilitate statistical processing and analysis of data

P 33

P 34

Similar or similar questionnaires; market knowledge of similar or similar related products; similar or similar domestic and foreign market research reports; obtained through discussions with management of information

Whether the questions are necessary; whether the questionnaire is too long; whether the questionnaire collects enough information; avoid looking cluttered

whether the questionnaire is fully understood by the respondents; whether it reflects all the information The content of the information required; provide answers to multiple-choice questions; the average time required for the visit

The brow part

The brow generally consists of the questionnaire name, questionnaire number, survey organization name, city It consists of information such as number, interviewer, questionnaire reviewer, questionnaire coder, entry clerk, etc.

Opening/Foreword

The opening is the explanatory part of the research situation that is read out by the researcher or printed on the questionnaire.

Including: Purpose and significance of the investigation

Notes on answering

Identity of the investigator

Commitment to confidentiality of information

Respondent disclaimer

Reference time for completing the questionnaire

Contact information, acknowledgment and signature

Screening section

Main section

Background information section

Average time for closing remarks

Group discussion

Long preface

The situation of the respondents is not necessary Special design

The main content of the survey is designed in outline form

No questionnaire records required

Detailed records in the brow part

Telephone survey

The preface should be concise

Questions about the situation of the respondents should be asked indirectly

The main part of the questionnaire should be colloquial and brief

Records should be prepared in advance

Mail survey

The preface should be detailed and comprehensive

The main content of the questionnaire can be long or short

Promote the recycling of the questionnaire

P 39

Questions asked should be specific and avoid being too general

Do not ask questions that exceed the capabilities of most respondents

Questions should be neutral

Avoid using specialized vocabulary

Avoid using long and complex sentences

Each question can only contain one item

In the question Words that exaggerate the facts should not be used

Third-person method Interpretation method Numerical archiving method Hypothesis method

The answers must be exhaustive and the answers must be mutually exclusive. The answers listed are neutral positions

Scale: Yes A distinction standard designed to facilitate the recording of a certain degree. Its function is the researcher's measurement of the quantity or intensity of certain characteristics of the object being interviewed.

Attitude measurement: Market researchers list a number of answers to a certain question based on the respondents' possible knowledge or attitudes, design an attitude measurement form, and then confirm their knowledge based on the respondents' choices. or the behaviors and processes of degree of awareness.

? Specification

Use a specific word, word, or symbol to represent the characteristic value of each distinguishing level of the measurement.

? Comparability

refers to the specific relative scale, that is, the comparison results made by the respondent on a specific object compared with a certain reference body.

? Degree of difference

The scale reflects both the difference and the degree of difference between the controls.

Category scale Ordinal scale Equidistant scale Equivalent scale

Number of categories and parity - whether neutrality is a common phenomenon

Balanced scale and unbalanced scales - are affirmative and negative attitudes common?

Mandatory scales and non-compulsory scales

? Reliability

That is, reliability, It refers to the likelihood that repeated measurements of the same object using the same research technique will yield the same results. The reliability and stability of questionnaire survey results.

? Validity

refers to whether the questionnaire can truly measure what it wants to measure, that is, whether it can achieve the purpose of measurement, and whether it correctly measures the extent of the attributes that the researcher wants to understand. . Accuracy of questionnaire results.

Reliability is a necessary but not sufficient condition for validity, and validity is a sufficient and unnecessary condition for reliability

Repeated testing method

By testing the same measurement Means: Measure the same group of respondents twice before and after, and then determine the reliability based on the correlation coefficient of the two measurements.

Interleaved method

Researchers design two questionnaires, each using different questions but measuring the same attribute, for the same group of respondents to answer.

Half-way method

Randomly divide the questions in a questionnaire into two groups, and then examine the correlation coefficient of the measurement results of the two parts.

Face validity

It is the suitability and consistency of the measurement content. It depends on whether the questionnaire content captures or embodies all or the main characteristics of the survey questions.

Criterion validity

The degree of consistency when measuring the same variable using several different measurement methods or different indicators.

Construct validity

If the questionnaire results can measure its theoretical characteristics, that is, the questionnaire results are consistent with the theoretical expectations, it is considered to have construct validity.

Sampling surveys save manpower, material and financial resources

Sampling surveys save time and produce faster results

Sampling surveys have higher accuracy

Sampling surveys can greatly increase the breadth and depth of data collection

For some projects where it is impossible or unnecessary to conduct a comprehensive survey

When funds, manpower, material resources and time are limited, Situation

Use sample surveys to verify comprehensive surveys or censuses

Test certain overall hypotheses

Advantages: Save time, effort, and cost, and Get survey results quickly; be able to calculate the reliability of survey results.

Disadvantages: It is difficult to reflect the key points; it is wide in scope, time-consuming, expensive, and requires many participants; it requires professional and technical personnel to conduct it

It is the simplest type of random sampling technology. There is no grouping or queuing for the overall survey, and individuals are selected for investigation entirely by chance. Commonly used techniques: lottery method, random number table method

Advantages: The method is simple, and because the probability of extraction is the same, it is easy to make overall inferences and calculate sampling errors.

Disadvantages: Not suitable for groups with large individuals and complex characteristics; not suitable for certain occasions; low accuracy and large standard deviation; consuming people, money and materials

It is to first classify all individuals in the survey population according to an important symbol, and then use simple random sampling to select sample individuals from each category. Commonly used methods: Equal-proportion stratified sampling, non-equal-proportion stratified sampling

Equal-proportion stratified sampling: A method of allocating samples from each stratum according to the proportion of the number of units in each stratum to the total. Suitable for classification surveys where there is little difference between various types.

Non-proportional stratified sampling: Adjust the number of sample individuals in each stratum based on other factors, that is, some strata can draw more sample individuals, and some strata can draw fewer sample individuals. It is suitable for situations where the number of individuals in various populations is very different or the mean square error is very different.

First divide the survey population into several groups, and then use simple random sampling to select certain groups for a comprehensive survey.

Advantages: The preparation of the sampling frame is simplified, and the implementation of the survey is convenient and economical.

Disadvantages: Large sampling error and poor representativeness.

Sorted equidistant sampling

Calculation formula: sampling interval = population number (N)/sample number (n)

Advantages: simple and easy to determine sample unit. The sample units are relatively evenly distributed in the population, which is beneficial to improving the estimation accuracy.

Disadvantages: The premise is to have relevant information about each individual in the survey population; when the selection interval coincides with the rhythm of the surveyed objects themselves, it will affect the accuracy of the survey.

It is a method of randomly sampling by dividing the process of selecting samples from the market survey population into two or more stages.

Example: Investigate the per capita annual income of rural households in Sichuan Province.

Extracting counties Extracting townships Extracting villages Extracting households

Each individual in the population does not have an equal chance of being selected, but is a sampling technique that selects samples based on certain subjective standards.

Advantages: the sample is selected to be more typical; the sampling scope can be narrowed, saving time, personnel and costs

Disadvantages: the sampling error cannot be judged; the investigator does not know the characteristics of the selected units Degree of representativeness

Street sampling method Spatial sampling method

Advantages: simple and easy to obtain the required information in time, saving time and cost.

Disadvantages: Sampling bias is large and credibility is low; the sample is not representative enough.

Suitable for informal exploratory surveys, or preparations before surveys

Expert judgment is used to select samples; statistical judgment is used to select samples

Applicable to each individual survey It is used when the differences are small, the survey units are few, and the selected samples are relatively representative.

Requirements for the size of the sampling error. Characteristics of the survey object itself. Various survey conditions such as manpower, material resources, funding and time.

Survey errors include registration errors and representative errors.

Sampling error refers to the error that can be calculated in advance when inferring the entire population from survey results when using random sampling technology, that is, the average error.

The degree of sign variation between population units, the number of sample units, and the different sampling methods

Accurately select the sampling method, correctly determine the number of samples, strengthen organizational leadership

Small The population refers to the sample exceeding 5% of the population size

Questioning method Observation method Experimental method Network survey On-site error

Questioning method means that the investigator directly asks questions to the respondent to obtain The information survey method, also known as the direct survey method, is the most commonly used method in market research.

Advantages: The questionnaire is easy to fill out; data is reliable; easy to implement

Disadvantages: Respondents may be unable or unwilling to answer; incomplete answers