国际营销国际营销国际营销 (8).pdf

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1、Conducting Marketing ResearchChapter 4Step 2:Develop the Research PlanTechnological devicesGalvanometerTachistoscopeEye-tracking Facial detectionSkin sensorsBrain wave scannersAudiometerGPSStep 2:Develop the Research PlanSampling planSampling unit:Whom should we survey?Sample size:How many people sh

2、ould we survey?Sampling procedure:How should we choose the respondents?Step 2:Develop the Research PlanContact methods Mail Telephone Personal OnlineOnline ResearchAdvantagesInexpensiveExpansiveFastHonestThoughtfulVersatileDisadvantages Small Skewed Excessive turnover Technological problems Technolo

3、gical inconsistenciesStep 3 to Step 6Step 3:Collect the InformationStep 4:Analyze the InformationStep 5:Present the FindingsStep 6:Make the DecisionTable 4.2Good Marketing ResearchMeasuring Marketing ProductivityMarketing metricsMarketing-mix modelingMarketing dashboardsMarketing metricsMeasures tha

4、t help marketers quantify,compare,and interpret performanceMarketing-Mix ModelingAnalyzes data from a variety of sources,such as retailer scanner data,company shipment data,pricing,media,and promotion spending data,to understand more precisely the effects of specific marketing activitiesMarketing Dashboards“A concise set of interconnected performance drivers to be viewed in common throughout the organization.”Customer-performance scorecard Stakeholder-performance scorecardTable 4.4Figure 4.3Example Of A Marketing Dashboard