当代市场调研英文课件ch

Contemporary MarketResearchEnglishCourseware•Overview ofMarket Research•Market research methods•Market researchprocess目录•Market researchtechniquesContents•Market researchapplications•The Challengesand FutureDevelopmentof MarketResearch01Overview ofMarketResearchDefinition ofMarket ResearchMarket research isa processof collectingand analyzingdata relatedtothe behaviorand preferences of consumers,with theaim ofunderstandingthe targetmarket andguiding thedevelopment ofmarketingstrategies.It involvesthe identificationof target customers,collection ofrelevantinformation throughsurveys,focus groups,observations,and othermethods,and analysisof the data toextract meaningful insights.The purpose and importanceof market researchUnderstanding theneeds andDeveloping marketingstrategies:Monitoring markettrends:preferencesoftargetcustomers:Market researchdata caninform Regularmarket researchcan helpMarket research helpsbusinesses decisionsabout pricing,product businessesstay abreastofidentify thespecific needsand positioning,distribution channels,changes inconsumer behaviorpreferencesof theirtarget andpromotional activities,and markettrends,allowing themcustomers,enabling themto enablingbusinesses totailor theirto adapttheir strategiesdevelopproducts andservices marketingmessages andaccordingly andanticipate futurethat are morealigned withwhat campaignsto theirtarget opportunitiesor challenges.the marketwants.audience.Classification ofmarket researchQuantitative research Qualitative researchThis type of researchinvolves collectinglarge相比于定量研究，定性研究更注重深入理解消费者的想amounts of data throughsurveys and other法、态度和behavior Thistypeof researchmethods to analyze patternsand trendsin theinvolves conductinginterviews,focus groups,andmarket.Quantitativeresearchprovides observationsto gain a morenuancedgeneralizable insightsand isoften usedfor broadunderstanding of consumer preferencesandunderstanding of the market.behaviors.Qualitative researchis usefulforexploring newmarkets orunderstanding specificsub-groups ofconsumers.02Marketresearch methodsQuantitative researchmethodsSurvey researchDesigningand implementingsurveys to collectnumerical dataon marketpreferences,consumerbehavior,and salesperformance.Experimental designConductingcontrolled experimentsto testtheimpact ofmarketing interventionson consumerbehaviorand salesoutcomes.Statistical analysisUsingstatistical techniquestoanalyzequantitativedata,identify patterns,and drawconclusions aboutmarkettrends andconsumer behavior.QualitativeresearchmethodsInterviews01Conducting in-depth interviewswith keystakeholders,such ascustomers,competitors,or industryexperts,to gaininsights intotheirperspectives andexperiences.Focus groups02Organizing focus groups togather insights into consumerpreferences,attitudes,and behaviorsthrough groupdiscussionsand interactions.Ethnographic research03Observing andparticipating in the dailylives oftargetconsumers tounderstand theircultural norms,values,andpractices relatedto marketparticipation.Mixed researchmethodsCombining quantitativeand qualitativemethodsUsing bothquantitative surveysand qualitativeinterviews,focus groups,orethnographic observationsto triangulatefindings andgain a morecomprehensive understandingof themarket.Sequential mixedmethods researchConductingquantitative researchfirst toidentify patternsand trends,followedby qualitativeresearch togain adeeper understandingoftheunderlyingreasons andprocesses.Comparison andselection ofresearchmethods010203Understanding researchConsideration ofdata availability:Matching researchmethods withobjectives:Identifying thespecific Assessingthe availabilityofresearch objectives:Selectingresearch objectivesand questionssuitable datasources andthe costresearchmethodsthataremostto beaddressed,which willguide andeffort requiredtocollectthe appropriatefor answeringthethe choiceof appropriate research necessaryinformation.research questions and achievingmethods.the desiredresearch objectives,considering theirreliability,validity,and cost-effectiveness.03MarketresearchprocessIdentify research questionsDefine the research objectives01Determine thepurposeandgoals ofthe researchtoguide theentire researchprocess.Identify keyresearch questions02Determine thespecific questionsor issuesto beaddressedinthe research.Prioritize researchquestions03Organize andprioritize the researchquestionsbased onimportanceand relevanceto theresearchobjectives.Design researchplanSelect researchmethodologyChoose anappropriateresearchdesign,such assurveys,interviews,focusgroups,or secondarydata analysis.Determine samplingstrategyDecide on the appropriatesample sizeand samplingmethod forthe chosenresearchmethodology.Design data collection toolsDevelopquestionnaires,interview guides,or otherdata collectioninstrumentsbased ontheresearchquestionsandmethodology.Collecting dataAdministerdata collection tools01Distribute andcollect datacollectiontools,suchas questionnairesor interviewtranscripts.Collect secondarydata02Search andobtain relevantexisting datafromreliable sources.Ensure dataquality03Implement measuresto ensurethe quality,accuracy,and reliabilityof collecteddata.Analyze data010203Categorize andConduct Conductcodedata descriptiveinferentialanalysis analysisOrganizeand codethe collectedSummarize anddescribe thedata Usestatistical testsand otherdata into meaningfulcategories usingstatistical measures,such asanalytical techniquesto draworvariables foranalysis.means,medians,modes,standard conclusionsand makepredictionsdeviations,and ranges.based onthedata.Report writingSummarizeresearch findingsOrganizeand presentthe keyfindings oftheresearchinacoherent andlogicalmanner.Provide evidence and supportPresentevidenceandsupport fortheresearch findings,including tables,charts,quotes,andotherrelevant materials.Draw conclusionsDrawconclusions basedontheresearchfindingsand provideimplications andrecommendationsfor futureresearch orpractice.04Market researchtechniquesSurveyquestionnaire design010203确定调查目的设计问题测试与修订明确调查问卷的目的，确根据目的设计问题，确保在小范围内测试问卷，根保问题与调查目标紧密相问题简洁、明确、无歧义据反馈进行修订，确保问关卷的有效性和可靠性Sample selectionand samplingtechniques确定样本规模选择抽样方法确定抽样框根据调查目的和资源确定根据实际情况选择随机抽确定抽样的范围和对象，样本规模，确保样本具有样、分层抽样、系统抽样确保样本的广泛性和多样代表性等方法性Data processingand analysistechniques数据收集数据整理数据分析通过问卷、访谈等方式收集数据，对数据进行分类、编码、整理，运用统计分析、内容分析等方法确保数据的真实性和完整性使其具有可比性和可分析性对数据进行分析，提取有价值的信息Market forecastingtechnology01020304时间序列分析回归分析专家预测法大数据分析利用历史数据预测未来趋势，通过自变量和因变量的关系预利用专家知识和经验进行预测，利用大数据技术分析市场趋势，包括指数平滑、ARIMA模型测未来趋势，包括线性回归、包括德尔菲法、情景分析等包括机器学习、人工智能等等逻辑回归等05Market researchapplicationsConsumermarketresearch目的了解消费者需求，预测市场趋势，定义优化产品设计和营销策略研究消费者需求、行为和态度，以指导产品开发、定位和营销策略方法调查、访谈、焦点小组、在线跟踪等Industry marketresearch定义方法研究特定行业的发展趋势、市场规模、行业报告、财务分析、专家访谈等竞争格局等目的评估市场潜力，预测未来趋势，制定竞争策略International marketresearch定义研究不同国家和地区的消费者需求、文化和市场环境目的开拓国际市场，制定全球化战略，适应不同文化背景方法跨文化调查、实地考察、与当地合作伙伴合作等Competitive intelligenceresearch定义收集和分析竞争对手的信息，以制定应对策略和竞争优势目的了解竞争对手的动态，预测市场变化，制定有效的竞争策略方法公开信息收集、商业间谍、网络监控等06The Challengesand FutureDevelopmentof MarketResearchDataprivacy andethical issuesDataprivacyMarket researchoften requirescollection ofpersonal datafrom participants.Ensuring theprivacy andsecurityof thisdata iscrucial tobuild trustwith researchparticipants andcomply withlegalregulations.Measures includeencryption,secure storage,and accesscontrols.Ethical considerationsMarketresearch shouldbe conductedethically,respecting therights anddignity ofresearchparticipants.This includesobtaining informedconsent,ensuring voluntaryparticipation,and notusingdeceptive techniques.The Impactof TechnologicalProgress onMarketResearchInnovations in datacollection:Automation andAI:AI-based Virtualand onlineresearch:Advances intechnology havetools cananalyze vastamounts ofTechnology hasenabled marketenabledthe collectionofdatadata toidentify patternsand researchersto conductsurveysfrom multiplesources,including trends,saving time and resources.and interviewsonline,saving timesocial media,mobile devices,and Automationcan alsostreamline andcosts associatedwith face-to-wearables.This hasled tomore datacollection andanalysis facemeetings.This alsoallows forreal-timeandgranular datathat processes,reducing humanerror.a widerreach,includingcan provideinsightsintoparticipants from different地理区consumer behavior.域和文化backgrounds.The DevelopmentTrends ofMarket ResearchIndustryIncreasingdemand Integrationof Increasingfocusfor real-time datamultiple dataon sustainabilitysourcesAsthe paceof businesschanges,Combining datafromdifferentEnvironmental,social,andmarket researchersneed tosources e.g.,socialmedia,governance ESGfactors arecollectand analyzedatainreal-surveys,transactional databecoming increasinglyimportanttime tostay relevant.This providesamorecomprehensive tobusinesses.Market researchersrequiresinvestment intechnology viewofconsumerbehavior.need toconsider thesefactors inandskilled professionalswho canMarket researchersneed totheir researchto helphandlethe demand.develop skillsindataintegration organizationsmake moreandanalysis toextract sustainabledecisions.meaningfulinsights.THANKS。