chapter3 国际市场营销调研.pptx

Chapter 3 ;Chapter 3 International Marketing Research;The Concept of International Marketing Research 国际市场营销调研的概念 ： 指运用科学的方法，有目的地、系统地收集、记录和分析国际市场信息，以使开展国际营销的企业能正确认识市场环境，评价企业自身行为，从而为其制定国际营销决策提供充分依据的活动。 ;Main Contents of International Marketing Research 国际市场营销调研的主要内容;Procedures of International Marketing Research 国际营销调研的程序;Defining the Problem and Research Objectives ;Methods of International Marketing Research 国际营销调研的方法;Desk research(案头调研）;Gathering secondary data; Gathering secondary data;What are the advantages and disadvantages of desk research ?;Field research（实地调研）;Interview Research: gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. Contact methods mail telephone personal online focus group（焦点小组）;Observational research: gathering primary data by observing relevant people, actions, situations.（人员观察或仪器观察）;Experimental Research: is best for gathering causal information—cause-and-effect relationships 企业的经营活动中经常运用这种方法，如开展一些小规模的包装实验、价格实验、广告实验、新产品销售实验等，来测验这些措施在市场上的反映，以实现对市场总体的推断。 ; ; Closed-end questions include all possible answers, and subjects make choices among them Provide answers that are easier to interpret and tabulate Open-end questions allow respondents to answer in their own words Useful in exploratory research ;Probability Sample;The Information System of International Marketing 国际市场营销信息系统;Marketing Information System