市场营销 国外原版教材 第二章.ppt

PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim Chapter 2 The Marketing Research Process Chapter Objectives After reading this chapter you should be able to: Appreciate that specific information is required to make business decisions Define the marketing research problem (MRP) for any particular decision Understand the importance of clearly specifying the information required from research Apply methods that help to define the information in measurable terms Apply procedures to estimate the value of research Chapter Objectives (continued) Understand the contents and structure of the research brief Describe the purpose of the elements of the research brief Understand the relationship between the management decision making problem and the research brief Explain the importance of ethical behaviour Chapter Outline From management decision problem to marketing research problem Defining the marketing research problem Tasks in defining the marketing research problem The research brief Marketing research suppliers and services Importance of ethics in marketing research Stakeholders in marketing research International marketing research Summary Topic From management decision problem to marketing research problem Defining the marketing research problem Tasks in defining the marketing research problem The research brief Marketing research suppliers and services Importance of ethics in marketing research Stakeholders in marketing research International marketing research Summary From Management Decision Problem to Marketing Research Problem The management decision problem (MDP) states what the DM needs to do It is action-oriented The marketing research problem (MRP) asks what information is needed and implies how it can be best obtained It is information-oriented From Management Decision Problem to Marketing Research Problem There is a distinction between the management decision problem and the marketing research problem Collaboration b