7. 定义:营销调研 Marketing Research is the function that links the consumer, customer, and public to the marketer through information -information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. The American Marketing Association 市场(营销)调研就是通过信息把消费者、顾客、公众和营销者联系起来,这里的信息指用来确定和定义营销机会和问题;制定、提炼、评估营销活动;监测市场营销效果;提升对营销过程的理解。 营销调研要找到明确这些问题所需的信息;设计收集信息的方法;管理和实施信息收集过程;分析结果;揭示调查发现及其它们之间的关系。
45. 设计调研 定义: Design Research into the design process, within the design process 设计是规划未来,设计调查是规划未来社会生活方式,规划人性的发展变化。 设计调查的长远作用和目的是考虑如何通过一个具体产品概念去规划企业的生存方式,规划未来生产方式,规划人们的生活方式,规划未来的文化,规划人类未来生存方式和行动方式。 —《设计调查》李乐山
61. 问卷调查的定义 Survey is a method for collecting quantitative information about items in a population. 问卷调查法也称问卷法,它是调查者运用统一设计的问卷向被选取的调查对象了解情况或征询意见的调查方法。 询问结构化的问题 电话调查 结构化面对面访谈 网络调查
Marketing research studies may be used to generate, refine, and then evaluate potential marketing actions. Marketing actions could be as broad as a proposed marketing strategy or as narrow as a tactic (a specific action taken to carry out a strategy). Typically, these studies deal with one or more of the marketing-mix variables (product, price, distribution, and promotion).
Qualitative: discovering new things, small sample size, open endedQuantitative: testing or proving something, large sample size, close endedQuantitative tells you WHAT is happening, Qualitative tells you WHYWhat people say: goals and attitudesWhat people do: behaviorSony boom box example一、是受社会评价的压力会对某些态度有所隐瞒;二、是很多态度其实是内隐的,即使被访者自己的意识也难以察觉和表达出来,特别像快速消费品之类的购物决策过程非常简单的商品,非要消费者说出个子丑寅卯来也真是为难他们了;三、是消费者经常会有意无意间,从已有的行为出发,再去为自己的行为找自认为“合理”的解释(呵呵,这是否也可算是认知失调?)