文档介绍：principles of MARKETING Chapter 4 Marketing Research and Information Systems
principles of MARKETING
Chapter 4
Marketing Research and Information Systems
Presented by Zhou Yanfeng Business School, Zhongshan University
Chapter Objectives
Explain the importance of information
Understand marketing information systems
Outline the marketing research process
Discuss data collection techniques
Discuss special issues in market research
Presented by Zhou Yanfeng Business School, Zhongshan University
市场研究
80年代初,可口可乐经过两年的时间,花费了400万美元进行了20万人次的口味测试,确定了新的可乐配方,其中最终配方经过了3万人次的双盲测试,口味测试结果表明,60%的人喜欢新可乐胜过老可乐,52%的人喜欢新可乐胜过百事可乐。但是该公司于1985年向市场推出新可乐的实际结果却与原来的预期相差甚远,迫使可口可乐公司于3个月后恢复了古典可口可乐。
可口可乐公司在其营销史上的惊人错误,主要是由于其研究的主题过窄,只考虑了口味忽略了其它影响消费者选择的重要因素
——品牌、历史、文化传统及形象等。
现在人们已普遍认识到,对于像可口可乐这种历史文化含量很高的饮料,口味并不是影响消费者选择的唯一因素,甚至不是最主要的因素。
Presented by Zhou Yanfeng Business School, Zhongshan University
市场研究
为了预测1936年美国总统选举结果,Literary Digest共寄出1000万份问卷,收回240万份问卷。该调查结果预测共和党候选人阿尔夫·兰登将在57%对43%击败民主党候选人富兰克林·罗斯福,但实际结果是38%对62%。这项耗资巨大的调查使该杂志因资金困难和名誉扫地而破产。
失败原因是由于抽样框架的选择不当和拒答误差所致。由于这项调查的样本是根据电话号码簿、汽车注册名单和各种俱乐部会员名单抽取的,因此支持共和党候选人的有钱人在样本中的比重偏高;此外由于拒答率过高,尤其是罗斯福支持者因感到胜券在握而对此项调查缺乏热情而普遍拒答,导致得出有利于兰登当选的虚假结果。
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Information Systems:
System Functions
Assess information needs
Develops needed information
Information analysis
Distributes information
Presented by Zhou Yanfeng Business School, Zhongshan University
The Marketing Information System
Information
Analysis
Internal
Databases
Marketing
Research
Marketing
Intelligence
Distributing
Information
Assessing
Needs
Marketing Managers
Marketing Environment
Marketing Information System
Developing needed information
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Information System:
Assessing Information Needs
Balances:
What would be liked?
What is needed?
What is feasible?
Irrelevant information
Information limitations
Costs of gathe