市场研究应用方法一览PPT课件.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,*,2.1,MR Application,市场研究的地位,在宝洁公司，市场研究的主要职责是帮助品牌经理、产品研发人员、公司管理决策层和其他相关人员去了解、评估和降低企业商业决策中的风险,是消费者在公司的代言人,“,Our business will live or die on the intimacy of our consumer understanding,”,“,是否可以贴近和了解消费者，是关系到我们的生死存亡,”,Niall Fitzgerald,Chairman,Unilever,什么是市场研究？,连接桥梁,客户与公司之间,The,“,link,”,.,.,between customer&,company.,What is Market Research?,市场研究是用信息（不仅是数据）来联系消费者和企业的纽带,使用信息以识别、确定机遇或问题,信息能产生，精练并评估营销行为,信息可以监控营销行为,信息能促进理解营销过程,市场研究的定义,Definition of Market Research,Market research is the function which linked the consumer to the company through information(not just data),to identify and define opportunities and problems,to generate,refine and evaluate marketing actions,to monitor marketing performance,to improve understanding of marketing as a process,识别、定义问题或机遇,确定研究目的,提出研究方案,收集，加工并分析数据,向客户进行信息简报,市场研究过程,Market Research Process,Identify and define the problem or opportunity,Determine the research objectives,Create the research design,Collect,process and analyze the data,Communicate the information to the clients,让业务决策更有把握,鉴别、量化新的机会,衡量市场表现,可以带来最大的收益,市场研究的目的,业务决策,投资额,不确定因素,产品开发进程,市场研究的目的,Investment,Uncertainty,Product development process,INVESTMENT VS RISK,LOW,HIGH,EARLY,LATE,分析,计划,执行,监控,市场研究的目的,连续的,特定的,理解,评价,市场测量,市场研究,趋势研究,品牌健康检查,产品测试,广告测试,模拟市场测试,等,萌发创意,创意,/,概念,/,创意发展,市场研究活动,Market Research Activities,Continuous,Ad hoc,Understanding,Evaluation,Market Measurement,Needs Explore,Trend study,Brand Health Check,Tracking,Habits&Attitudes Study,Product Test,Advertising Test,Price Test,Package Test,STM etc.,Idea explore&develop,Creative/copy development,Formulation development,市场.,市场容量,市场结构,消费者细分,消费者期望/需求,市场分额,市场短期变化,长期演化趋势,定位,.,消费者如何看待,-,产品,/,服务,-,包装,价格,广告 等,.,品牌,/,企业形象,如何提升产品形象,?,如何定位才能使新产品被消费者更易于接 受,?.,消费者,.,谁是产品,/,服务的消费者,核心,/,游离,/,潜在,.,需求,&,期望,动机,如何才能被满足,如何更好和他们沟通,如何维持他们的忠诚,哪里能找到更多消费者,自身公司,/,企业,.,我们的强,/,弱势,主要的市场机会,如何达到它们,如何克服威胁,供应链,通路终端,“,内部顾客,如何提升系统的效率,?,竞争对手,.,SWOT,分析,现有的市场活动,这些活动有效吗？,与消费者关系,行销定位,变化的早期预警,未来计划,市场研究可以提供什么,?,对客户现有的活动进行鉴别和判断基准,理解市场和消费者趋向,识别、定义市场问题,产生、精练、评估营销活动,理解并确定新的市场潜力,理解并回应客户/客户的问题，投诉或公共关系刊物,帮助预测消费者对于新的概念和新产品的反应,促进我们对市场营销过程的理解,市场研究能帮助客户,Market Research Can Help Clients:,Identify and benchmark how they are,performing,Understand market and customer,trends,Identify and define marketing,problems,Generate,refine&evaluate marketing,actions,Understand and define new market,potential,Understand&respond to consumer/customer,problems,complaints or public relations,issues,Help predict consumer response to,new ideas/products,Improve our,understanding,of the marketing process,And so on.,把研究员不知道的事实写入数据报告,总是提供,“,简单的解决方法,”,提供你喜欢的答案！,给出绝对确定的答案（受方法，样本量，误差的影响）。答案总是,“,最好的估计,”,用一般的理解或经验代替,市场研究不能做什么！,Take into account factors unknown to the researchers,Always provide,“,simple solutions,”,Provide answers that you like!,Give absolute certainty(limits of method,sample size,error factors).Answers are always,“,best estimates,”,Substitute for common sense or experience.,What Market Research Doesn,t Do!,简化的项目工作流程,客户简报,撰写计划书,修改计划书,设计问卷,确定样本量,获取客户反馈/确认,修改问卷,打印问卷/,CAPI/,CATI,准备,准备产品/出示卡片/场,地/材料,访问阶段,数据输入/整理,数据报告/检查,SPSS/MVA,分析,基本分析,图表,撰写报告,向客户陈述报告,提供项目书面服务（数据报告等）,寻找下个项目,Simplified,Customised Project Work Flow,Client Briefing,Write proposal,Modify proposal,Design Q,aire,Define/draw Sample,Get client feedback/,approval,Revise Q,aire,Print Qnnre/CAPI/,CATI preparation,Prepare products/,showcards/field materials,Fieldwork,Data entry/cleaning,Table production/checking,SPSS/MVA analysis,Basic analysis,Charting,Report Writing,Client Presentation(s),Post-project servicing(extra tables etc.),Marketing/Sales for next project etc.,2.2-,市场研究基本方法,收集市场信息,专业研究,企业联合报告,精选服务报告,特别研究,二手资料,工业和办公研究,公司年度报告,政府统计报告,报纸剪贴,Second Hand Information,Industrial and desk research,Company Annual Report,Government Statistic Report,Newspapers Clipping,Prefessional Research,Syndicated Reports,Omnibus Services,Ad hoc study,Options.,定向研究,定量研究,个案研究,定性研究,定量研究,研究方法,Customized Research,Qualitative Research,Quantitative Research,实例：饮食习惯,定量,她吃些什么？,吃饭的频率是怎样的？,是如何准备的？,定性,什么会影响她对菜谱的选择？,为什么她经常做那道菜？,她有些什么满意的地方和不满意的地方？,定性研究,定义,定性研究提供消费者的见解,态度,信念,动机,行为,倾听消费者的语言和了解消费者行为的原因和方式的机会,DEFINITION,Qualitative Research provides subjective insights into consumer of their,ATTITUDES,BELIEFS,MOTIVATION,BEHAVIORS,It provides opportunities of listening to consumer language and understanding the WHY and HOW.,样本量少，半结构化的调查,适于深入研究消费者语言和非语言性表述,调查人员与被访者是连续互动的,缺乏量化数据和统计分析,定性研究的特点,Semi-structured,interviews among a relatively,small sample,;,Fully informed interviewer,plays a central role in probing responses and interpreting both verbal and non-verbals of the respondents.,Continual feedback,between interviewer and respondent.,Absence of numerical,measurement and statistical analysis.,Key Characteristics of Qualitative Research,定性研究提供消费者行为的原因,定性研究的典型应用,探索市场和品牌的机会,发展想法,/,概念,/,产品,诊断问题,为定量研究做准备,To,explore,markets and brands opportunities,To,develop,ideas/concepts/products,To,diagnose,problem areas,To,complement,/,feed in to quantitative studies,Qualitative Research gives you the REASON-WHY of consumer behavior,Typical Applications of Qualitative Research,定性研究,样本量,/,使用限制,不能用于推广整体的状况,如何做,讨论提纲,基于反馈的追问,Base size/Limitation of use,cannot be used to make generalizations about the population,How done,done via a discussion guide,probe based on response,Qualitative study,标准组,友谊组,小型组,冲突组,深访,三人组,成对组,再度回访组,观测,小组座谈会,/,一对一讨论,/,入户访谈,根据研究目的选择适当方法,并不是每一次都是标准的！,定性研究方法工具箱,Standard Group,Friends,Mini Group,Conflicts group,In Depth,Interview,Sequential,Recycling,Paired Interview,Reconvene,Observation,Different Ways of Qualitative Study,Your objective will decide the appropriate method,Accompany shop,定性研究方法,(,小组座谈会,),描述,关于一个话题的自由讨论,6-8,个有相似特征的人参与,何时使用,需要借用参与者互动优势,怎样使用,根据讨论提纲，由主持人组织讨论,预约被访者,Description,Free-flowing discussion about a topic,among 6-8 people are with similar characteristics,When used,want to leverage against group dynamics,How done,the discussion led by moderator using discussion guide,pre recruit,Qualitative TechniquesFocus Group Discussion(FGD),定性研究方法：,1-,对,-1,描述,关于一个话题的自由讨论,一次访问一个被访者,何时使用,需要深入追问,敏感的话题,个人理财、汇仁肾宝,怎样使用,预约被访者,一次一个人,Qualitative Techniquesone-on-one,Description,Free-flowing discussion about a topic,on an individual basis,When used,probe in-depth individual,sensitive topic,How use,pre recruit,one person at a time,描述,形式自由的访问,在消费者自己的家里,可以观察消费者在自己的环境中如何使用产品,允许逐步深入追问原因,定性研究方法,(,入户访谈,),Qualitative TechniquesIn-Home Visit(IHV),Description,Free flowing interview,in consumers own home,allow interviewers to observe how consumer use product in the context of the environments,probe step by step on why,定性研究方法,(,入户访谈,),何时使用,想看在家里看到产品被使用的状况,怎样使用,预约被访者,去消费者家里,形式自由,观察产品的用法,Qualitative TechniquesIn-Home Visit(IHV),When used,want to see how actually product being used at home,How done,pre recruit,go to consumers home,free flow,observe product usage,小组座谈会,深访,小组座谈会,vs.,深入访问,定性研究最普遍的方式,由主持人组织讨论,8,10,个人,大约两小时,座谈会设备：会议室,/,观察室,/,单向镜,在一对一环境里一个调查者要求被访者回答一系列广泛的问题,通常更多的使用于探索产品阶段,深入访问易于沟通广告,/,包装敏感话题等,有时深访用于观察消费者在产品使用环境中的行为过程,定量研究,Quantitative Research,多大,.,上海的糖果市场是,多少,.,人明白这条广告,?,谁会,考虑买头发护理产品,?,?,?,?,包括测量数量的东西,通常是数字的数量,设计回答的问题例如,.,定量研究,Designed to answer questions like.,How big.,Is the shampoo market in SH?,How many.,People understand this advertisement?,Who will,Consider buying hair care products?,?,?,?,Involves measuring quantities of things,usually,numerical quantities.,Quantitative Research,入户访问,产品派发,街访,电话访问,计算机辅助,搭车项目,日记,邮件,网上调查,我们怎样收集这些信息,?,How Do We Gather the Information?,Doorto-door(DTD),Product Placement,Central Location (CLT),Telephone(CATI),Computer Aided(CAPI),Omnibus/Telebus,Diaries,Mail,入户访问,vs.,街访,一个定量的面访方法,随机抽样和配额抽样,周期长,适合于使用和态度研究、跟踪、习惯研究、在家产品测试,一个定量的面访方法,更经常用于配额抽样,周期短,更加适合于味觉测试,包装测试，概念测试，广告测试，等,入户访问,街访,抽样方法,普查,抽样,取样方法,(,随机抽样,),确定样本范围,(,城市,/,郊县,/,农村,),随机在每个行政区内选择,居委会,(,PSU),与居委会联系,从居委会的记录中随机选择家庭,随机确定起点和固定的间隔,在每个选中的家庭中按随机表格选择被访者,（就是说不能总是访问家庭主妇）,与选中家庭进行,3,次独立的访问,与选中的被访者保持,3,次访问,（在所有调查中保证超过,90%,的访问率）,Decide sample coverage,(urban/suburban/rural),Randomly select,Resident Committees(PSU),in each administrative district coverage,Liaise with the Resident Committees,Randomly select,households,from the Committees?records,utilizing a random starting point&a fixed interval,Select,respondents,from each selected household by random number table,(no need if,say,the housewife is to be interviewed),3 separate visits to contact selected household&,3 visits to contact selected respondent,(over 90%response rate in all surveys),Sampling Method(Random Probability Sampling),抽样方法,(,随机概率抽样,),Resident,居民,Committees,居委会,随机和配额抽样,随机抽样,:,概率抽样方法,样本误差可以估计,需要总体人口分布信息,可以推广总体信息,适用于大型研究项目,例如,-,测量市场大小,市场份额,跟踪调查或一些使用和态度研究等,配额抽样,:,非概率抽样方法,样本误差不能够估计,不需要总体人口分布信息,不可以推广总体信息,适合于调查证明的或在组之间量的差异,例如试验新的产品在使用者和非使用者之间,定量研究,怎样使用,:,为了调查总体的特征,/,反应,.,何时使用,:,在产品生命周期任何阶段需要量化数据时,.,探索阶段,市场容量,概念阶段,在市场中,Quantitative,How used:to measure characteristics/reactions of the population.,When done:Can be used at any stage of product life cycle when quantification is needed.,Exploratory stage,Market sizeConcept stage,In-market,使用的限制,:,不能总是有足够的信息解释,“,为什么,”,不是无误差的,如何使用,:,结构化的问卷,预先定义样本空间,DTD(,入户访问,),CLT(,中心位置,),定量研究,Limitation of used:,may not always be sufficient to explain why,not error free,How done:,done via structured questionnaire,pre-defined sample,door to door,central location,Quantitative,标准研究,习惯与使用研究（,Habits&Practice),产品测试,/,包装测试,概念测试,/,概念和产品测试,广告测试（,Copy Test),使用态度测试,(,U&A),市场追踪,/,品牌形象研究,(Tracking Study),消费者满意度,零售研究（,Retail Audit),定量研究,Quantitative Studies,Standard study,Habit&Practice,Product Test/Package Test,Concept Test/Concept and Product test,Copy Test,Usage and Attitude Test(UA),Tracking/Brands Equity Monitoring Study,Customer Satisfaction,Retail Audit,定性与定量的差别,发现,什么,为什么,如何,检验,多少,目的,定性,定量,DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE,QUALITATIVE,QUANTITATIVE,Purpose,Discover,What,Why,How,Prove,How many,定性与定量的差别,严格按照设计好的问卷进行访问，不能对超出问卷的问题额外追问。,访问方法,在被访者和访问者之间有交流，可以对不同的反应追问。,定性,定量,定性与定量的差别,访问员要求,追问技巧非常熟练；能从好的简报中透彻理解研究目的和背景,完全按照问卷；快速准确的记录。,定性,定量,定性与定量的差别,样本量,小样本,不是典型的,/,可预言的,大样本,（,=100,）,项目基数,定性,定量,定性与定量的差别,主观的,非数据计算,客观的,数据测量,统计分析,分析,定性,定量,DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE,Interview Method,Interaction between interviewer and respondents,need probing based on different responses.,Interview strictly guided by structured QR,no extra probing if they are not in the original QR.,QUALITATIVE,QUANTITATIVE,Interviewer,Requirement,High skill in probing;Thoroughly understand of the objective and background of the research via good briefing.,Follow the QR;Take notes quickly and correctly.,QUALITATIVE,QUANTITATIVE,DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE,DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE,Sample size,Small group Not representative/predictable,Large group(=100)Projective base,QUALITATIVE,QUANTITATIVE,DIFFERENCES BETWEEN QUALITATIVE AND QUANTITATIVE,Analysis,Subjective,no data counted.,Objective,have data measurement and statistical analysis.,QUALITATIVE,QUANTITATIVE,定量和定性,在每个产品的生命周期里总是被一起使用,Always used together in every stage of the product life,Quantitative&Qualitative,2025/9/3 周三,78,.,