Nghiªn cøu thÞ tr−êng
Ch−¬ng 2
Harcourt, Inc.
19 Sep 2003) QUIZ ??? FOR WEEK 5 (15 -- 19 Sep 2003) QUIZ ??? FOR WEEK 5 (15 Consumer Analysis Consumer Analysis
70 c©u hái!!! (47-117)
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
47................ xuÊt hiÖn khi x· héi tho¸t khái t×nh tr¹ng tù cÊp, tù tóc.
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
48. Ho¹t ®éng trao ®æi ban ®Çu mang tÝnh chÊt a. Ph©n t¸n b. TËp trung c. TÝnh chÊt kh¸c (nªu râ)
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
49. Qu¸ tr×nh trao ®æi ngμy cμng ph¸t triÓn, nhu cÇu con ng−êi ngμy cμng ®a d¹ng h¬n, th× trao ®æi ph©n t¸n ngμy cμng ®ãng vai trß quan träng. a. §óng b. Sai c. NhËn xÐt kh¸c (nªu râ)
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
50. C¸i chî (market) lμ h×nh thøc ®Çu tiªn ®Ó gi¶i quyÕt c¸c m©u thuÉn trong trao ®æi ph©n t¸n, sau nμy ph¸t triÓn lªn thμnh kh¸i niÖm thÞ tr−êng. a. §óng b. Sai c. KÕt luËn kh¸c (nªu râ)
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
51. H×nh thøc trao ®æi .............. g¾n liÒn víi kh¸i niÖm thÞ tr−êng. a. Ngang gi¸ b. Kh«ng ngang gi¸ c. Tù nguyÖn d. TËp trung e. Kh«ng tËp trung f. Phï hîp mong muèn
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
52. Qu¸ tr×nh ph¸t triÓn cña trao ®æi a. Tù cÊp tù tóc, tËp trung, kh«ng tËp trung b. TËp trung, kh«ng tËp trung, tù cÊp tù tuc c. Kh«ng tËp trung, tù cÊp tù tóc, tËp trung d. Tù cÊp, tù tóc, kh«ng tËp trung, tËp trung e. Tù cÊp tù tóc, kh«ng tËp trung, tËp trung f. Ch−a cã kÕt luËn ®óng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
53. ThÞ tr−êng lμ lÜnh vùc ............ ë ®ã hμng ho¸ thùc hiÖn ®−îc .............. ®· ®−îc t¹o ra trong kh©u ............... lμ ®Þnh nghÜa thÞ tr−êng theo quan ®iÓm ...............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
54. Gi¸ trÞ hμng ho¸ chØ cã thÓ thùc hiÖn ®−îc th«ng qua ............., ho¹t ®éng trao ®æi ®−îc diÔn ra trong qu¸ tr×nh .............. mét trong nh÷ng kh©u cña qu¸ tr×nh ...............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
55. ThÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng .......... vμ ........ ®èi víi ..............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
56. Philip Kotler ®Þnh nghÜa: “ThÞ tr−êng lμ tËp hîp tÊt c¶ ng−êi mua hiÖn t¹i vμ tiÒm n¨ng”. a. §óng b. Sai c. NhËn xÐt kh¸c
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
57. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng tiªu dïng vμ thÞ tr−êng doanh nghiÖp c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
58. ViÖc chia thÞ tr−êng thμnh thÞ trong n−íc, thÞ tr−êng khu vùc, thÞ tr−êng quèc tÕ vμ thÞ tr−êng ................... : a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
58. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng tõng mÆt hμng hay tõng nhãm hμng lμ c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
59. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng hμng ho¸, thÞ tr−êng dÞch vô, thÞ tr−êng søc lao ®éng, thÞ tr−êng tμi chÝnh, thÞ tr−êng søc lao ®éng lμ c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
60. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng ng−êi mua vμ thÞ tr−êng ng−êi b¸n c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
61. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng b¸n bu«n vμ thÞ tr−êng b¸n lÎ c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
62. ViÖc chia thÞ tr−êng thμnh thÞ tr−êng chÝnh vμ thÞ tr−êng phô c¨n cø vμo: a. TÇm quan träng cña thÞ tr−êng b. TÝnh chÊt kinh doanh c. VÞ trÝ cña s¶n phÈm trong t¸i s¶n xuÊt d. Quan hÖ cung cÇu e. LÜnh vùc kinh doanh f. §èi t−îng l−u th«ng g. Ph¹m vi l−u th«ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
63. N¬i doanh nghiÖp b¸n thö s¶n phÈm lμ a. ThÞ tr−êng hiÖn t¹i b. ThÞ tr−êng hçn hîp c. ThÞ tr−êng tiÒm n¨ng d. ThÞ tr−êng lý thuyÕt e. ThÞ tr−êng thùc nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
64. ThÞ tr−êng hiÖn t¹i vμ tiÒm n¨ng lμ a. ThÞ tr−êng hiÖn t¹i b. ThÞ tr−êng hçn hîp c. ThÞ tr−êng tiÒm n¨ng d. ThÞ tr−êng lý thuyÕt e. ThÞ tr−êng thùc nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
65. PhÇn thÞ tr−êng cña doanh nghiÖp trong tæng dung l−îng thÞ tr−êng lμ a. ThÞ tr−êng hiÖn t¹i b. ThÞ tr−êng hçn hîp c. ThÞ tr−êng tiÒm n¨ng d. ThÞ tr−êng lý thuyÕt e. ThÞ tr−êng thùc nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
66. ThÞ tr−êng cña doanh nghiÖp vμ ®èi thñ c¹nh tranh lμ a. ThÞ tr−êng hiÖn t¹i b. ThÞ tr−êng hçn hîp c. ThÞ tr−êng tiÒm n¨ng d. ThÞ tr−êng lý thuyÕt e. ThÞ tr−êng thùc nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
67. Mét phÇn kh¸ch hμng cña ®èi thñ c¹nh tranh vμ mét phÇn nh÷ng ng−êi ch−a mua s¶n phÈm lμ a. ThÞ tr−êng hiÖn t¹i b. ThÞ tr−êng hçn hîp c. ThÞ tr−êng tiÒm n¨ng d. ThÞ tr−êng lý thuyÕt e. ThÞ tr−êng thùc nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
68. Ng−êi ta ch−a mua s¶n phÈm v×: a. Ch−a cã nhu cÇu b. ChÊt l−îng ch−a phï hîp c. Kh«ng biÕt th«ng tin vÒ s¶n phÈm. d. ........................ e. ....................... f. ........................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
69. ............................ quyÕt ®Þnh sù tån t¹i cña doanh nghiÖp a. M«i tr−êng bªn trong b. M«i tr−êng bªn ngoμi c. LuËt ph¸p d. Ng−êi tiªu dïng e. Kh¸ch hμng cña doanh nghiÖp f. ThÞ tr−êng g. ThÞ tr−êng tiÒm n¨ng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
70. M« h×nh trao ®æi ®¬n gi¶n gi÷a doanh nghiÖp vμ thÞ tr−êng thÓ hiÖn sù trao ®æi th«ng tin vμ hμng ho¸ a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
71. ThÞ tr−êng cung cÊp cho doanh nghiÖp c¸c th«ng tin a. .............. b. .............. c. .............. d. ..............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
72. Doanh nghiÖp cung cÊp cho thÞ tr−êng c¸c th«ng tin vÒ a. ............... b. ............... c. ............... d. ............... e. ...............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
75. Vai trß cña marketing lμ thóc ®Èy c¸c giao dÞch gi÷a doanh nghiÖp vμ ng−êi tiªu dïng. a. §óng b. Sai c. NhËn xÐt kh¸c
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
76. Trong c¸c néi dung nghiªu cøu thÞ tr−êng, nghiªn cøu ............ lμ quan träng nhÊt a. Nghiªn cøu kh¸ch hμng b. Nghiªn cøu hμng ho¸ c. Nghiªn cøu quy m«, ®Æc tÝnh thÞ tr−êng d. Néi dung kh¸c
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
77. Thø tù nμo sau ®©y lμ ®óng vÒ c¸c b−íc tiÕn hμnh nghiªn cøu thÞ tr−êng a. X¸c ®Þnh vÊn ®Ò, thu thËp th«ng tin thø cÊp, thu thËp th«ng tin s¬ cÊp, tr×nh bμy kÕt qu¶, sö dông kÕt qu¶ b. Thu thËp th«ng tin thø cÊp, s¬ cÊp, xö lý th«ng tin, tr×nh bμy vμ sö dông kÕt qu¶ c. X¸c ®Þnh vÊn ®Ò, thu thËp th«ng tin, xö lý th«ng tin, tr×nh bμy vμ sö dông kÕt qu¶ d. NhËn xÐt kh¸c
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
78. Ph©n ®o¹n thÞ tr−êng lμ cÇn thiÕt v× ................ vμ ..............................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
79. Ph©n ®o¹n thÞ tr−êng lμ chia ng−êi tiªu dïng thμnh tõng nhãm ....................................................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
80. Môc ®Ých nμo kh«ng ph¶i cña viÖc ph©n ®o¹n thÞ tr−êng lμ: a. §ång nhÊt thÞ tr−êng b. HiÓu râ c¬ cÊu ng−êi tiªu dïng c. Lùa chän thÞ tr−êng môc tiªu d. Ph¸t hiÖn c¸c khe hë thÞ tr−êng e. T¨ng n¨ng lùc c¹nh tranh f. Tèi ®a ho¸ lîi nhuËn
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
81. Yªu cÇu nμo kh«ng ph¶i cña ph©n ®o¹n thÞ tr−êng a. Tiªu thøc hîp lý b. C¸c ®o¹n thÞ tr−êng cã nÐt kh«ng ®ång nhÊt c. Phï hîp môc tiªu c«ng ty d. N©ng cao n¨ng lùc c¹nh tranh
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
82. ViÖc ph©n ®o¹n kh«ng dùa vμo yÕu tè nμo: a. §Æc ®iÓm kh¸ch hμng, ng−êi tiªu dïng b. §Æc ®iÓm hμng ho¸ c. §èi thñ c¹nh tranh d. Quy ®Þnh vÒ chÊt l−îng s¶n phÈm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
83. C¸c tiªu thøc ®Ó ph©n ®o¹n thÞ tr−êng phô thuéc vμo hμng ho¸ vμ n¨ng lùc cña c«ng ty a. §óng b. Sai c. NhËn xÐt kh¸c
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
84. ThÞ tr−êng môc tiªu lμ ®o¹n thÞ tr−êng sÏ ®em l¹i cho c«ng ty lîi nhuËn th«ng qua ........., ....... , ...............
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
85. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu lμ a. TËp trung nhu cÇu, ch−a ®−îc ®¸p øng b. .................. c. L−îng cÇu phï hîp kh¶ n¨ng c«ng ty d. §¶m b¶o ®−îc môc tiªu e. C«ng ty cã kh¶ n¨ng ®¸p øng f. Th©m nhËp kh«ng qu¸ khã kh¨n g. Kh«ng nhiÒu nguy c¬
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
86. C¨n cø ®Ó chän thÞ tr−êng môc tiªu a. S¶n phÈm ®ång nhÊt cao hay thÊp b. Vßng ®êi s¶n phÈm c. C¹nh tranh d. Doanh nghiÖp e. ........................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
87. Nghiªn cøu kh¸ch hμng lμ ®Ó hiÓu biÕt: a. Nhu cÇu b. ThÞ hiÕu c. Thãi quen tiªu dïng d. X¸c ®Þnh ......... e. YÕu tè .........
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
88. Kh¸ch hμng cña doanh nghiÖp cã thÓ lμ a. Ng−êi tiªu dïng cuèi cïng b. Ng−êi b¸n bu«n c. ........................... d. Nhμ s¶n xuÊt d. ........................... e. §èi víi c¸c doanh nghiÖp xuÊt nhËp khÈu, kh¸ch hμng cã thÓ lμ .................... vμ ...................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
89. §èi víi ng−êi tiªu dïng, quyÕt ®Þnh mua kh«ng phô thuéc vμo yÕu tè nμo? a. Thu nhËp b. Thu nhËp quèc d©n b×nh qu©n ®Çu ng−êi c. KÕt cÊu tiªu dïng trong thu nhËp d. V¨n ho¸ e. NghÒ nghiÖp f. Tuæi t¸c g. Giíi tÝnh
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
90. §èi víi c¸c nhμ s¶n xuÊt, yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng kh¸c ng−êi tiªu dïng. a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
91. YÕu tè nμo kh«ng ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng cña tæ chøc a. T×nh h×nh kinh tÕ b. Nhu cÇu thÞ tr−êng ®èi víi s¶n phÈm cña DN c. Ho¹t ®éng cña ®èi thñ c¹nh tranh d. Sù ph¸t triÓn khoa häc, c«ng nghÖ e. Môc tiªu cña doanh nghiÖp f. ThÞ hiÕu ng−êi tiªu dïng cuèi cïng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
92. H·y xÕp theo ®óng thø tù qu¸ tr×nh mua hμng cña kh¸ch hμng c¸ nh©n: a. XuÊt hiÖn nhu cÇu b. §¸nh gi¸ c¸c chän lùa c. T×m kiÕm th«ng tin d. Hμnh ®éng mua e. QuyÕt ®Þnh mua f. Ph¶n øng sau khi mua hμng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
93. KÓ tªn c¸c giai ®o¹n cßn thiÕu trong qu¸ tr×nh mua hμng cña kh¸ch hμng c¸ nh©n a. XuÊt hiÖn nhu cÇu b. ............................. c. T×m kiÕm th«ng tin d. ............................ e. QuyÕt ®Þnh mua f. ...............................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
94. KÓ tªn c¸c giai ®o¹n cßn thiÕu trong qu¸ tr×nh mua hμng cña kh¸ch hμng c¸ nh©n a. ............................... b. §¸nh gi¸ c¸c lùa chän c. ................................ d. Hμnh ®éng mua e. ............................ f. Ph¶n øng sau khi mua hμng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
95. Môc ®Ých cña nghiªn cøu giai ®o¹n “xuÊt hiÖn nhu cÇu” lμ........., ............... , .............. a. x¸c ®Þnh nhu cÇu b. hoμn c¶nh ph¸t sinh nhu cÇu c. hμng ho¸ dÞch vô g× cã thÓ tho¶ m·n nhu cÇu d. kh¶ n¨ng tho¶ m·n nhu cÇu cña doanh nghiÖp e. kh¶ n¨ng tho¶ m·n nhu cÇu cña ®èi thñ ctranh
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
96. KÓ tªn c¸c nguån th«ng tin kh¸ch hμng c¸ nh©n th−êng sö dông a. Th«ng tin c¸ nh©n b. Th«ng tin th−¬ng m¹i c. Th«ng tin ................... d. Th«ng tin kinh nghiÖm
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
97. C¸c th«ng tin tõ gia ®×nh, b¹n bÌ, ng−êi quen lμ: a. Th«ng tin quan träng b. Th«ng tin kh«ng quan träng c. Th«ng tin phæ th«ng d. Th«ng tin c¸ nh©n e. Th«ng tin kinh nghiÖm f. Th«ng tin th−¬ng m¹i
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
98. C¸c th«ng tin tõ qu¶ng c¸o, triÓn l·m, bao b×, nhμ kinh doanh, ng−êi b¸n hμng lμ a. Th«ng tin quan träng b. Th«ng tin kh«ng quan träng c. Th«ng tin phæ th«ng d. Th«ng tin c¸ nh©n e. Th«ng tin kinh nghiÖm f. Th«ng tin th−¬ng m¹i
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
99. C¸c th«ng tin tõ c¸c ph−¬ng tiÖn th«ng tin ®¹i chóng, c¸c tæ chøc nghiªn cøu lμ: a. Th«ng tin quan träng b. Th«ng tin kh«ng quan träng c. Th«ng tin phæ th«ng d. Th«ng tin c¸ nh©n e. Th«ng tin kinh nghiÖm f. Th«ng tin th−¬ng m¹i
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
100. C¸c th«ng tin tõ t×m hiÓu thùc tÕ, nghiªn cøu, sö dông hμng ho¸ lμ a. Th«ng tin quan träng b. Th«ng tin kh«ng quan träng c. Th«ng tin phæ th«ng d. Th«ng tin c¸ nh©n e. Th«ng tin kinh nghiÖm f. Th«ng tin th−¬ng m¹i
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
101. C¸c doanh nghiÖp cÇn nghiªn cøu thãi quen thu thËp th«ng tin ®Ó: a. Cung cÊp th«ng tin cho ng−êi tiªu dïng b. X¸c ®Þnh nguån th«ng tin ........................ c. X¸c ®inh nguån th«ng tin ........................ d. QuyÕt ®Þnh kªnh th«ng tin ®Õn ng−êi tiªu dïng mét c¸ch hiÖu qu¶ nhÊt
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
102. Th«ng tin th−¬ng m¹i mang tÝnh chÊt th«ng tin, th«ng tin c¸ nh©n l¹i kh¼ng ®Þnh vμ ®¸nh gi¸ th«ng tin. a. §óng b. Sai c. C¸c ý kiÕn kh¸c (nªu râ)
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
103. Qu¸ tr×nh ®¸nh gi¸ c¸c lùa chän chÞu ¶nh h−ëng cña ...................... vμ ...............................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
104. Marketers quan t©m ®Õn c¸c yÕu tè kh¸ch quan t¸c ®éng ®Õn lùa chän cña ng−êi tiªu dïng c¸ nh©n kh«ng v× nguyªn nh©n nμo: a. T¸c ®éng trùc tiÕp ®Õn t©m lý b. G©y dùng lßng tin trong ng−êi tiªu dïng c. T¹o ra n¨ng lùc c¹nh tranh cho hμng ho¸ d. T¸c ®éng ®Õn xu h−íng tiªu dïng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
105. §èi víi c¸c yÕu tè kh¸ch quan nh− .......... vμ ......... rÊt khã thay ®æi, do ®ã marketers ph¶i nh©n biÕt ®Ó cã chiÕn l−îc marketing ..............................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
106. Marketers kh«ng thÓ t¸c ®éng hiÖu qu¶ ®Õn quyÕt ®Þnh mua hμng vμ hμnh ®éng mua hμng a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
107. Theo quan ®iÓm marketing nμo, ph¶n øng sau khi mua cña kh¸ch hμng ®−îc doanh nghiÖp quan t©m nhiÒu nhÊt a. Quan ®iÓm marketing truyÒn thèng b. Quan ®iÓm marketing hiÖn ®¹i c. Quan ®iÓm marketing ®¹o ®øc x· héi d. Quan ®iÓm qu¶n trÞ quan hÖ marketing e. Quan ®iÓm b¸n hμng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
108. S¾p xÕp ®óng thø tù c¸c giai ®o¹n trong qu¸ tr×nh quyÕt ®Þnh mua hμng cña c¸c tæ chøc a. ý thøc vÒ nhu cÇu b. M« t¶ kh¸I qu¸t nhu cÇu c. §¸nh gi¸ gi¸ trÞ vμ lîi Ých d. T×m ng−êi cung cÊp e. Yªu cÇu chμo hμng f. §¸nh gi¸ lùa chän g. §Æt hμng h. §¸nh gi¸ ho¹t ®éng cung øng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
109. Bæ sung c¸c b−íc cßn thiÕu trong qu¸ tr×nh quyÕt ®Þnh mua hμng cña c¸c tæ chøc a. ý thøc vÒ nhu cÇu b. .......................................... c. §¸nh gi¸ gi¸ trÞ vμ lîi Ých d. .......................................... e. Yªu cÇu chμo hμng f. .......................................... g. §Æt hμng h. §¸nh gi¸ ho¹t ®éng cung øng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
108. S¾p xÕp ®óng thø tù c¸c giai ®o¹n trong qu¸ tr×nh quyÕt ®Þnh mua hμng cña c¸c tæ chøc a. ........................................ b. M« t¶ kh¸I qu¸t nhu cÇu c. ....................................... d. T×m ng−êi cung cÊp e. .................................. f. §¸nh gi¸ lùa chän g. §Æt hμng h. §¸nh gi¸ ho¹t ®éng cung øng
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
109. ChÊt l−îng hμng ho¸, n¨ng lùc c¹nh tranh hμng ho¸ lμ hai kh¸I niÖm kh«ng ®ång nhÊt a. §óng - gi¶i thÝch b. Sai - gi¶I thÝch
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
110. Hμng ho¸ tho¶ m·n ®−îc nhu cÇu tèt th× ®−îc coi lμ cã chÊt l−îng. a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
* 111. ChÊt l−îng hμng ho¸ th−êng chØ bao hμm c¸c yÕu tè kü thuËt, do ®ã hμng ho¸ hoμn h¶o vÒ kü thuËt ®−îc coi lμ chÊt l−îng cao. a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
112. Hμng ho¸ cã chÊt l−îng cao muèn cã n¨ng lùc c¹nh tranh cao cÇn ph¶i .............................. a. Cã gi¸ c¶ phï hîp b. Ph©n phèi hîp lý c. Th«ng tin tèt ®Õn ng−êi tiªu dïng d. C¸c chØ tiªu kinh tÕ phï hîp e. TÊt c¶ c¸c yÕu tè trªn f. a vμ b g. f vμ d
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
113. X¸c ®Þnh quy m«, ®Æc tÝnh thÞ tr−êng lμ x¸c ®Þnh ............... ®èi víi ............................................
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
114. L−îng cÇu trªn thÞ tr−êng vμ dung l−îng thÞ tr−êng lμ hai kh¸i niÖm ®ång nhÊt a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
115. Dung l−îng thÞ tr−êng kh«ng chÞu ¶nh h−ëng cña c¸c hμng ho¸ thay thÕ a. §óng b. Sai
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
116. ThÞ tr−êng tiªu dïng (c¸ nh©n) vμ thÞ tr−êng doanh nghiÖp (tæ chøc) kh¸c nhau vÒ: a. Møc ®é tËp trung cña nhu cÇu b. Sè l−îng kh¸ch hμng c. Sè l−îng ®èi thñ c¹nh tranh d. S¶n phÈm e. Gi¸ f. Ph©n phèi
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
116. ThÞ tr−êng tiªu dïng (c¸ nh©n) vμ thÞ tr−êng doanh nghiÖp (tæ chøc) kh¸c nhau vÒ: g. T¸c ®éng cña qu¶ng c¸o h. QuyÕt ®Þnh mua hμng i. Yªu cÇu vÒ dÞch vô j. BiÕn ®éng cña l−îng cÇu
QUIZ ??? ChCh−¬−¬ngng 2 2 –– gigi¸¸oo trtr××nhnh QUIZ ???
117. Trong nghiªn cøu thÞ tr−êng, nghiªn cøu kh¸ch hμng lμ néi dung ®Çu tiªn. a. §óng b. Sai
QUIZ ??? (08) QUIZ ??? (08)
C©u 117. NEXT WEEK !!!
ChCh−¬−¬ngng 2.2. Ch−¬ng 2. NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng Nghiªn cøu tæng hîp vÒ thÞ tr−êng
nghiªªnn ccøøuu t/ht/h vÒvÒ thÞthÞ trtr−−êngêng
nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸¸ÝÝ niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng dông nghi 2. 2. NNééii dông 3. 3. PhPh−¬−¬ngng phph¸¸pp nghi 4. 4. PhPh©©nn ®®oo¹¹n n thÞthÞ trtr−−êngêng 5. 5. LLùùaa chchäänn thÞthÞ trtr−−êngêng môcmôc titiªªuu
ChCh−¬−¬ngng 2.2. Ch−¬ng 2. NghiNghiªªnn ccøøuu ttæængng hhîîpp vÒvÒ thÞthÞ trtr−−êngêng Nghiªn cøu tæng hîp vÒ thÞ tr−êng
1. 1. KhKh¸¸ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.1. §§ÞnhÞnh nghnghÜÜaa 1.1. 1.2. PhPh©©nn lolo¹¹i i thÞthÞ trtr−−êngêng 1.2. 1.3. MMèèii quanquan hhÖÖ gigi÷÷aa DN vDN vμμ TTTT 1.3.
ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸¸ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.1. §Þnh nghÜa
KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn ®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt
MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua hiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm
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ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸¸ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.2. Ph©n lo¹i thÞ tr−êng (1)
- C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt
- C¨n cø vμo tÇm quan träng cña thÞ tr−êng
- C¨n cø vμo tÝnh chÊt kinh doanh
- C¨n cø vμo quan hÖ cung cÇu
- C¨n cø vμo lÜnh vùc kinh doanh
- C¨n cø vμo ®èi t−îng l−u th«ng
- C¨n cø vμo ph¹m vi l−u th«ng
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ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
1. 1. KhKh¸¸ii niniÖÖmm vÒvÒ thÞthÞ trtr−−êngêng
1.2. Ph©n lo¹i thÞ tr−êng (2)
Trong marketing
. ThÞ tr−êng hiÖn t¹i
. ThÞ tr−êng hçn hîp
. ThÞ tr−êng tiÒm n¨ng
. ThÞ tr−êng lý thuyÕt
. ThÞ tr−êng thùc nghiÖm
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Tμi nguyªn Tμi nguyªn
Tμi nguyªn Tμi nguyªn
ThÞ tr−êng tμi ThÞ tr−êng tμi nguyªn nguyªn
TiÒn tÖ TiÒn tÖ
TiÒn tÖ TiÒn tÖ
DÞch vô, DÞch vô, tiÒn tÖ tiÒn tÖ
ThuÕ, ThuÕ, hμng hμng ho¸ ho¸
ThuÕ ThuÕ
DÞch vô, DÞch vô, tiÒn tÖ tiÒn tÖ
ThÞ tr−êng ThÞ tr−êng ng−êi s¶n xuÊt ng−êi s¶n xuÊt
ThÞ tr−êng Nhμ ThÞ tr−êng Nhμ n−íc n−íc
ThÞ tr−êng ThÞ tr−êng ng−êi tiªu ng−êi tiªu dïng dïng
DÞch vô, DÞch vô, tiÒn tÖ tiÒn tÖ
ThuÕ, ThuÕ, hμng hμng ho¸ ho¸
DÞch vô, DÞch vô, tiÒn tÖ tiÒn tÖ
TiÒn tÖ TiÒn tÖ
TiÒn tÖ TiÒn tÖ
ThuÕ, ThuÕ, hμng hμng ho¸ ho¸
ThÞ tr−êng ThÞ tr−êng ng−êi trung ng−êi trung gian gian
Hμng ho¸, dÞch Hμng ho¸, dÞch vô vô
Hμng ho¸, dÞch Hμng ho¸, dÞch vô vô
1.2. Ph©n lo¹i thÞ tr−êng (2)
1.2. Ph©n lo¹i thÞ tr−êng (1)
ThÞ tr−êng nh÷ng ng−êi trung gian
ThÞ tr−êng c¸c nhμ s¶n xuÊt
ThÞ tr−êng c¬ quan Nhμ n−íc
C«ng ty
ThÞ tr−êng quèc tÕ
ThÞ tr−êng ng−êi tiªu dïng
Mét sè kiÓu thÞ tr−êng
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ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
1. Kh¸¸i ni 1. Kh i niÖÖm vÒ thÞ tr m vÒ thÞ tr−−êngêng
1.3. Mèi quan hÖ gi÷a DN vμ TT
. Quan hÖ gi÷a DN vμ NTD
. Hai chu tr×nh cña qu¸ tr×nh trao ®æi
. Th«ng tin
. Kinh tÕ
. Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊt
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ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
u t/h vÒ thÞ tr−−êngêng
i dông nghiªªn cn cøøu t/h vÒ thÞ tr 2. N2. Nééi dông nghi 2.1. Nghiªªn cn cøøu khu kh¸¸ch hch hμμngng 2.1. Nghi ng hãa 2.2. Nghiªªn cn cøøu hu hμμng hãa 2.2. Nghi c tÝnh TT Þnh quy m««, , ®Æ®Æc tÝnh TT 2.3. X¸¸c c ®®Þnh quy m 2.3. X
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2. N2. Nééi dung nghi i dung nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2.1. Nghiªn cøu kh¸ch hμng
. Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp
. Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ...
a. X¸c ®Þnh kh¸ch hμng
b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng
c. Ph©n tÝch c¸c thãi quen mua hμng
. Cña ng−êi tiªu dïng
. Cña doanh nghiÖp
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ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2. N2. Nééi dung nghi i dung nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2.2. Nghiªn cøu hμng hãa
a. ChÊt l−îng hμng hãa
b. N¨ng lùc c¹nh tranh cña hμng hãa
c. Ph¹m vi sö dông cña hμng hãa
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ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2. N2. Nééi dung nghi i dung nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng
a. X¸c ®Þnh quy m« cña thÞ tr−êng
b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖp
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ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
3. 3. PhPh−¬−¬ngng phph¸¸pp nghi
nghiªªnn ccøøuu thÞthÞ trtr−−êngêng nghiªªnn ccøøuu tin ththøø cÊpcÊp tin s¬¬ cÊpcÊp
nghiªªnn ccøøuu
3.1. XX¸¸cc ®®ÞnhÞnh vÊnvÊn ®®Ò Ò nghi 3.1. 3.2. Thu ththËËpp thth««ngng tin 3.2. Thu 3.3. Thu ththËËpp thth««ngng tin s 3.3. Thu 3.4. PhPh©©nn tÝchtÝch thth««ngng tintin 3.4. 3.5. GiGiííii thithiÖÖuu cc¸¸cc kÕtkÕt ququ¶¶ nghi 3.5. 3.6. SSöö dông 3.6.
dông cc¸¸cc kÕtkÕt ququ¶¶ nghi
nghiªªnn ccøøuu
Research Process Research Process
Problem Problem Recognition Recognition
Define Define Problem Problem
Secondary Secondary Research Research
Quick Primary Quick Primary Research Research
Primary Primary Research Research
Analyze Analyze Information Information
Present Present Findings Findings
ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸¸pp nghi nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
T¸c dông cña nghiªn cøu thÞ tr−êng:
Ph©n tÝch:
. ThÞ tr−êng tiÒm n¨ng
. ThÞ phÇn, Doanh sè, Xu h−íng kinh doanh
. C¹nh tranh
. Kh¶ n¨ng chÊp nhËn s¶n phÈm míi
. §Æc tÝnh thÞ tr−êng
. C¸c c¬ héi trªn thÞ tr−êng
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ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
CC¸¸cc lolo¹¹i i hh××nhnh nghi nghiªªnn ccøøuu marketing marketing chchññ yÕuyÕu
Lo¹i nghiªn cøu vμ néi dung cô thÓ
% cty
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A. Nghiªn cøu tæng hîp DÆc ®iÓm vμ xu h−íng cua ngμnh/ thÞ tr−êng Ph©n tÝch thÞ phÇn Nghiªn cøu néi bé c«ng ty 92 85 72
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
CC¸¸c loc lo¹¹i hi h××nh nghi nh nghiªªn cn cøøu marketing ch u marketing chññ yÕuyÕu
B. Gi¸ Ph©n tÝch Chi phÝ Ph©n tÝch Lîi nhuËn Ph©n tÝch Co gi·n cÇu-gi¸ Ph©n tÝch nhu cÇu
57 55 56 78 75 71
a. ThÞ tr−êng tiÒm n¨ng b. Doanh sè tiÒm n¨ng c. Dù b¸o doanh sè
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Ph©n tÝch c¹nh tranh vÒ gi¸ 71
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
CC¸¸c loc lo¹¹i hi h××nh nghi nh nghiªªn cn cøøu marketing ch u marketing chññ yÕuyÕu
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78 55 55 63 48 54 C. San phÈm Ph¸t triÓn vμ kiÓm nghiÖm ý t−ëng sản phÈm S¸ng t¹o nh·n hiÖu míi vμ kiÓm tra ThÞ tr−êng thùc nghiÖm KiÓm tra sản phÈm hiÖn cã Nghiªn cøu bao bi Nghiªn cøu sản phÈm c¹nh tranh
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
CC¸¸c loc lo¹¹i hi h××nh nghi nh nghiªªn cn cøøu marketing ch u marketing chññ yÕuyÕu
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D. Ph©n phèi Nghiªn cøu ®Þa ®iÓm nhμ m¸y Nghiªn cøu ho¹t ®éng c¸c kªnh ph©n phèi Nghiªn cøu ph¹m vi bao phñ cña c¸c kªnh ph©n phèi Nghiªn cøu xuÊt khÈu vμ kªnh ph©n phèi quèc tÕ 25 39 31 32
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
CC¸¸c loc lo¹¹i hi h××nh nghi nh nghiªªn cn cøøu marketing ch u marketing chññ yÕuyÕu
E. Xóc tiÕn vμ hç trî kinh doanh Nghiªn cøu ®éng c¬ Nghiªn cøu ph−¬ng tiÖyn quang c¸o Nghiªn cøu hiÖu quang c¸o
56 70 67 66
a. Tr−íc khi tung ra thÞ tr−êng b. Sau khi tung ra thÞ tr−êng
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Nghiªn cøu quang c¸o c¹nh tranh Nghiªn cøu hinh t−îng trong c«ng chóng Nghiªn cøu thï lao cho lùc l−îng b¸n hμng Nghiªn cøu ph©n bè lùc l−îng b¸n hμng theo l·nh thæ Nghiªn cøu tiÒn th−ëng, phiÕu th−ëng, thï lao 43 65 34 32 47
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
CC¸¸c loc lo¹¹i hi h××nh nghi nh nghiªªn cn cøøu marketing ch u marketing chññ yÕuyÕu
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
F. Hμnh vi mua Møc ®é −a thÝch nh·n hiÖu Th¸i ®é ®èi víi nh·n hiÖu Sù hμi lßng ®èi víi nh·n hiÖu Hμnh vi mua ý ®Þnh mua NhËn biÕt nh·n hiÖu Ph©n ®o¹n thÞ tr−êng 78 76 87 80 79 80 84
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (1) u thÞ tr−−êng (1)
1. LÞch sö marketing research (1):
1905. B¾t ®Çu xuÊt hiÖn nghiªn cøu x· héi (rÊt s¬ khai)
1919. C¸c lý thuyÕt b¾t ®Çu xuÊt hiÖn
C¸c kü thuËt ®iÒu tra cã hÖ thèng h¬n
Cuèn s¸ch ®Çu tiªn viÕt vÒ nghiªn cøu thÞ tr−êng
§iÒu tra tr−ng cÇu d©n ý ®Çu tiªn
XuÊt hiÖn nghiªn cøu kh¸ch hμng
1930. McNair vμ Roy Morgan ®−îc thμnh lËp
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (2) u thÞ tr−−êng (2)
1. LÞch sö marketing research (2):
1945. Thêi kú ph¸t triÓn m¹nh cña ph©n tÝch ®a biÕn (multivariate)
C¸c nghiªn cøu phøc t¹p h¬n
C¸c kü thuËt nghiªn cøu th¸i ®é
1975. C¸c ph−¬ng ph¸p nghiªn cøu dùa trªn computer
MR ®−îc sö dông réng r·i trong nhiÒu lÜnh vùc
Ngμnh nghiªn cøu thÞ tr−êng
Vai trß cña Internet ngμy cμng t¨ng
HiÖn nay:
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (3) u thÞ tr−−êng (3)
2. Nghiªn cøu thÞ tr−êng lμ g×?
LOOK BEFORE YOU LEAP
Ham muèn t×m kiÕm vμ ®¸nh gi¸ c¸c hËu qu¶ (kÕt qu¶, t¸c ®éng) tr−íc khi tiÕn hμnh mét qu¸ tr×nh hμnh ®éng (mμ nh×n chung kh«ng thÓ ®¶o nghÞch l¹i ®−îc)
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (4) u thÞ tr−−êng (4)
2. Nghiªn cøu thÞ tr−êng lμ g×?
HOW - WHY
Qu¸ tr×nh x¸c ®Þnh, thu thËp vμ ph©n tÝch (vμ phæ biÕn) th«ng tin mét c¸ch hÖ thèng vμ cã môc tiªu
®Ó hç trî qu¶n lý trong viÖc ra quyÕt ®Þnh liªn quan ®Õn t×m vμ ®−a ra gi¶i ph¸p cho c¸c vÊn ®Ò vμ c¬ héi trong marketing
MARKEING RESEARCH cã nhiÒu h×nh thøc
VÊn ®Ò quan träng kh«ng ph¶i lμ h×nh thøc mμ lμ nguyªn nh©n t¹i sao cÇn thùc hiÖn nghiªn cøu marketing
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ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (5) u thÞ tr−−êng (5)
3. B¶n chÊt cña nghiªn cøu thÞ tr−êng (marketing):
N©ng cao hiÖu qu¶ cña c¸c quyÕt ®Þnh qu¶n lý (chiÕn l−îc, chÝnh s¸ch)
Vd:
. Quy m«, ®Æc ®iÓm thÞ tr−êng (tuæi, giíi tÝnh, thu nhËp, nghÒ nghiÖp, ®Þa vÞ x· héi ...)
. Ph©n bè ®Þa lý cña kh¸ch hμng tiÒm n¨ng
. §iÒu tra c«ng dông míi cña s¶n phÈm
. §iÒu tra c¬ héi cho s¶n phÈm, dÞch vô míi
. §iÒu tra nh©n thøc vÒ bao b× s¶n phÈm...
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ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (6) u thÞ tr−−êng (6)
4. Ai sö dông marketing research
Ng−êi s¶n xuÊt hμng tiªu dïng th«ng th−êng (Colgate, P&G...)
Nhμ s¶n xuÊt hμng tiªu dïng l©u dμi (HP, Sony...)
Nhμ s¶n xuÊt t− liÖu s¶n xuÊt (IBM...)
C¸c c«ng ty cung cÊp dÞch vô (Ng©n hμng, kh¸ch s¹n...)
C¸c c«ng ty b¸n lÎ (Siªu thÞ, trung t©m th−¬ng m¹i...)
C¸c c«ng ty qu¶ng c¸o
C¸c c«ng ty truyÒn th«ng...
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
BBμμn vÒ Nghi n vÒ Nghiªªn cn cøøu thÞ tr êng (2) u thÞ tr−−êng (2)
Tæ chøc cung cÊp
Bªn trong
Bªn ngoμi
Mét sè DÞch vô
Toμn bé DÞch vô
Cho c¸c Thμnh viªn
DÞch vô ChuÈn
DÞch vô Theo yªu cÇu
Nghiªn cøu Thùc ®Þa
M· ho· vμ nhËp sè liÖu
DÞch vô ph©n tÝch
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ThS. Nguyen Van Thoan – DHNT - 2003
5. C¸c tæ chøc cung cÊp vμ dÞch vô nghiªn cøu mark:
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
. QuyÕt ®Þnh th«ng tin cÇn thu thËp
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu
. §Þnh h−íng nghiªn cøu
. Tr¸nh sai lÇm
. §¹t ®−îc môc tiªu nghiªn cøu
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
. CÇn nghiªn cøu g×? Mong muèn t×m th«ng tin g×?
. Môc tiªu sÏ quyÕt ®Þnh & dÉn ®Õn c¸c th«ng tin g× cÇn thu thËp
. C¸c th«ng tin g× cÇn thiÕt ®Ó t×m ra gi¶i ph¸p
. Th«ng tin ®Þnh tÝnh hay ®Þnh l−îng
VÝ dô:
e.g.
Nªn gi¶m gi¸ ®Ó ®¸p l¹i sù gi¶m gi¸ c¶ ®èi thñ c¹nh tranh kh«ng?
..........
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
e.g.
Nªn gi¶m gi¸ ®Ó ®¸p l¹i sù gi¶m gi¸ c¶ ®èi thñ c¹nh tranh kh«ng?
..........
A. CÇn ®iÒu tra ®Ó x¸c ®Þnh ng−êi mua ë c¸c møc gi¸ kh¸c nhau
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
Nªn hay kh«ng nªn tung s¶n phÈm X ra thÞ tr−êng?
..........
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
Nªn hay kh«ng nªn tung s¶n phÈm X ra thÞ tr−êng?
..........
A. §¸nh gi¸ thÞ tr−êng tiÒm n¨ng vμ quy m« thÞ tr−êng ®èi víi s¶n phÈm
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
Nªn lμm g× ®Ó t¨ng doanh sè b¸n cña s¶n phÈm Y?
..........
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu (2)
Nªn lμm g× ®Ó t¨ng doanh sè b¸n cña s¶n phÈm Y?
..........
A. Nghiªn cøu ®Ó x¸c ®Þnh thÞ phÇn t−¬ng ®èi, ®iÓm m¹nh, ®iÓm yÕu cña s¶n phÈm Y so víi s¶n phÈm c¹nh tranh
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ThS. Nguyen Van Thoan – DHNT - 2003
ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu 3.2. Thu thËp th«ng tin thø cÊp 3.3. Thu thËp th«ng tin s¬ cÊp 3.4. Ph©n tÝch th«ng tin 3.5. Giíi thiÖu c¸c kÕt qu¶ nghiªn cøu 3.6. Sö dông c¸c kÕt qu¶ nghiªn cøu
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.2. Thu thËp th«ng tin thø cÊp
3.3. Thu thËp th«ng tin s¬ cÊp
Tr−íc khi thu thËp th«ng tin cÇn
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
THIÕT KÕ NGHI£N CøU - Research Design
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
THIÕT KÕ NGHI£N CøU - Research Design (1)
* Phï hîp môc tiªu
* C¸c yÕu tè ¶nh h−ëng:
- Thêi gian
- Chi phÝ
- CÇn t×m th«ng tin g×, ®Ó lμm g×
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ThS. Nguyen Van Thoan – DHNT - 2003
- Kh¶ n¨ng cña ng−êi nghiªn cøu
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
THIÕT KÕ NGHI£N CøU - Research Design (2)
* Mét sè vÊn ®Ò:
- Th«ng tin sÏ thu thËp thÕ nμo?
- Ai sÏ cung cÊp th«ng tin?
- C¸c c©u hái sÏ thiÕt kÕ thÕ nμo?
- Ai sÏ tiÕn hμnh ®iÒu tra?
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
- Thu thËp, xö lý, ph©n tÝch nh− thÕ nμo?
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
ng ph¸¸p nghi 3. Ph−¬−¬ng ph 3. Ph 3.2. Thu thËp th«ng tin thø cÊp
. ¦u ®iÓm cña th«ng tin thø cÊp
Chi phÝ, thu thËp nhanh, nhiÒu nguån,
. Nh−îc ®iÓm cña th«ng tin thø cÊp
Phï hîp, cò, m©u thuÉn gi÷a c¸c nguån
. Nguån th«ng tin thø cÊp
. Trong doanh nghiÖp
. Ngoμi doanh nghiÖp
. Yªu cÇu cña thu thËp th«ng tin thø cÊp
Ghi râ nguån gèc
§é tin cËy cña c¸c th«ng tin
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
ng ph¸¸p nghi 3. Ph−¬−¬ng ph 3. Ph 3.2. Thu thËp th«ng tin thø cÊp * Ph©n lo¹i: - D÷ liÖu bªn trong vμ bªn ngoμi doanh nghiÖp
+ Bªn trong: c¸c b¸o c¸o nh− b/c lêi lç; b/c tæng kÕt tμi
s¶n; b/c chØ tiªu tiªu thô; b/c cña nh©n viªn chμo hμng; thèng kª hμng ho¸, vËt t−...
+ Bªn ngoμi: . C¸c Ên phÈm cña c¬ quan nhμ n−íc . C¸c t¹p chÝ xuÊt b¶n ®Þnh kú vμ c¸c lo¹i s¸ch b¸o
. Nguån th«ng tin th−¬ng m¹i . C¸c nguån tin phô kh¸c - D÷ liÖu ®Þnh tÝnh vμ ®Þnh l−îng - D÷ liÖu ®Þnh kú th−êng xuyªn vμ ®Æc biÖt
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
u thÞ tr−−êngêng p nghiªªn cn cøøu thÞ tr
ng ph¸¸p nghi 3. Ph−¬−¬ng ph 3. Ph 3.2. Thu thËp th«ng tin thø cÊp * Ph−¬ng ph¸p thu thËp th«ng tin thø cÊp: B1: X¸c ®Þnh nh÷ng th«ng tin cÇn thiÕt cho cuéc nghiªn cøu B2: T×m c¸c nguån d÷ liÖu
+ S¸ch: Th− viÖn; Tæng môc lôc s¸ch - Nhμ XBTK; Tæng môc lôc
c¸c vÊn ®Ò s¸ch - C¸c tæ chøc chuyªn nghiÖp; C¸c b¶n tãm t¾t kinh tÕ; tãm t¾t s¸ch trong c¸c t¹p chÝ.
+ T¹p chÝ: Tæng môc lôc c¸c lo¹i t¹p chÝ; Tæng môc lôc t¹p chÝ theo chñ ®Ò; Tæng môc lôc cña c¸c t¹p chÝ kh¸c nhau vÒ c¸c chuyªn ®Ò
+ Th«ng tin ChÝnh phñ: Bé th−¬ng m¹i cung cÊp gåm cã:
Catalog hμng th¸ng c¸c xuÊt b¶n phÈm cña CP; B¶n liÖt kª hμng th¸ng c¸c xuÊt b¶n cña c¸c tØnh, thμnh phè; C¸c thèng kª cña CP vÒ ho¹t ®éng kinh doanh.
+ Tμi liÖu kh¸c: Môc lôc c¸c b¶n luËn ¸n tiÕn sü; Môc lôc c¸c
c«ng tr×nh khoa häc cña c¸c tr−êng ®¹i häc, c¸c viÖn nghiªn cøu kinh tÕ.
+ Nguån th«ng tin trªn m¹ng.
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.2. Thu thËp th«ng tin thø cÊp (2) B3: TiÕn hμnh thu thËp c¸c th«ng tin B4: §¸nh gi¸ c¸c d÷ liÖu ®· thu thËp ®−îc
+ D÷ liÖu ®· ®−îc thu thËp v× môc ®Ých g×? + C¸c d÷ liÖu ®ã do ai thu thËp + C¸c d÷ liÖu ®ã ®−îc thu thËp nh− thÕ nμo? + C¸c d÷ liÖu nμy liªn quan ®Õn c¸c d÷ liÖu kh¸c nh− thÕ
nμo?
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
ng ph¸¸p nghi 3. Ph−¬−¬ng ph 3. Ph 3.3. Thu thËp th«ng tin s¬ cÊp
. ¦u ®iÓm cña th«ng tin s¬ cÊp
Môc ®Ých, Ph−¬ng ph¸p, KÕt qu¶ bÝ mËt, §é tin cËy,
. Nh−îc ®iÓm cña th«ng tin s¬ cÊp
Thêi gian, Chi phÝ, Lo¹i th«ng tin, Kh¶ n¨ng DN
. KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng
4 ph−¬ng ph¸p
. §iÒu tra, pháng vÊn s©u. focus group
. Ph−¬ng ph¸p quan s¸t
. Ph−¬ng ph¸p tr¾c nghiÖm
. Ph−¬ng ph¸p m« pháng
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
Nghiªn cøu ®Þnh tÝnh
Pháng vÊn s©u ( Indepth Interview)
Th¶o luËn theo nhãm (Focus Group)
Nghiªn cøu ®Þnh l−îng Pháng vÊn trùc tiÕp §iÖn tho¹i, Göi th−, Internet,
B¶ng c©u hái
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸¸pp nghi Nghiªn cøu ®Þnh tÝnh
Pháng vÊn theo nhãm ( Focus Group)
Nhãm gåm 8-10 ng−êi do 1 ng−êi ®iÒu khiÓn
§iÓm m¹nh: NhiÒu ý kiÕn s¸ng t¹o, x¸c ®Þnh ®−îc vÊn ®Ò
§iÓm yÕu: Khã tæng kÕt, suy nghÜ theo nhãm
Nguy c¬: Tham gia chuyªn nghiÖp, ¶nh h−ëng cña ng−êi ®iÓu kh.
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ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸¸pp nghi Nghiªn cøu ®Þnh tÝnh
Pháng vÊn s©u ( Indepth Interview)
Pháng vÊn c¸c chuyªn vÒ mét vÊn ®Ò
§iÓm m¹nh: HiÓu biÕt s©u, suy nghÜ ®éc lËp, dÔ thªm c¸c ý kiÕn
§iÓm yÕu: Chi phÝ cao, khã tæng kÕt, kÝch th−íc mÉu nhá
Nguy c¬: Khã t×m ng−êi tham gia, pháng vÊn viªn chuyªn nghiÖp
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ngng 2. 2. Nghi Nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
nghiªªnn ccøøuu thÞthÞ trtr−−êngêng
3. 3. PhPh−¬−¬ngng phph¸¸pp nghi Nghiªn cøu ®Þnh l−îng
Sö dông b¶ng c©u hái ®iÒu tra (questionnaires)
Pháng vÊn c¸c chuyªn vÒ mét vÊn ®Ò
§iÓm m¹nh: HiÓu biÕt s©u, suy nghÜ ®éc lËp, dÔ thªm c¸c ý kiÕn
§iÓm yÕu: Chi phÝ cao, khã tæng kÕt, kÝch th−íc mÉu nhá
Nguy c¬: Khã t×m ng−êi tham gia, pháng vÊn viªn chuyªn nghiÖp
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
C¸c vÊn ®Ò trong ®Æt c©u hái
C¸c vÊn ®Ò
C©u hái mÉu
Gi¶i thÝch
C©u hái dÉn d¾t
T¹i sao b¹n thÝch b¸nh hamburgers lμm b»ng thÞt t−¬i ë nhμ hμng Wendy h¬n b¸n cña c¸c ®èi thñ c¹nh tranh kh¸c?
C©u hái m¬ hå
B¹n cã ¨n ë nhμ hμng fast food th−êng xuyªn kh«ng? (cid:0) Cã
(cid:0) Kh«ng
B¹n ¨n chiÕc b¸nh hamburger lÇn ®Êu tiªn vμo khi nμo?
C©u hái kh«ng tra lêi ®−îc
C©u hái ghÐp hai trong mét
B¹n cã ¨n b¸nh hamburger cña nhμ hμng Wendy vμ ít kh«ng? (cid:0) Cã
(cid:0) Kh«ng
C©u hái kh«ng ®Çy ®ñ B¹n sèng ë ®©u?
(cid:0) ë nhμ
(cid:0) ë ký tóc x¸
(cid:0) 20 - 40
C©u tra lêi kh«ng t¸ch biÖt duy nhÊt
B¹n bao nhiªu tuæi (cid:0) D−íi 20 (cid:0) Trªn 40
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
C¸c vÊn ®Ò trong ®Æt c©u hái
C¸c vÊn ®Ò
C©u hái mÉu
Gi¶i thÝch
C©u hái dÉn d¾t
Ng−êi tiªu dïng bÞ dÉn d¾t ®Ó tuyªn bè lμ thÝch b¸nh hamburger cña nhμ hμng Wendy
T¹i sao b¹n thÝch b¸nh hamburgers lμm b»ng thÞt t−¬i ë nhμ hμng Wendy h¬n b¸n cña c¸c ®èi thñ c¹nh tranh kh¸c?
C©u hái m¬ hå
B¹n cã ¨n ë nhμ hμng fast food th−êng xuyªn kh«ng? (cid:0) Cã
(cid:0) Kh«ng
Th−êng xuyªn cã nghÜa lμ gi? Mét ngμy mét lÇn, hay mét tuÇn mét lÇn hay ...?
B¹n ¨n chiÕc b¸nh hamburger lÇn ®Êu tiªn vμo khi nμo?
C©u hái kh«ng tra lêi ®−îc
Ai cã thÓ nhí c©u tra lêi? Nhí ®Ó lμm gi!
C©u hái ghÐp hai trong mét
B¹n cã ¨n b¸nh hamburger cña nhμ hμng Wendy vμ ít kh«ng? (cid:0) Cã
(cid:0) Kh«ng
Lμm sao b¹n cã thÓ tra lêi nÕu b¹n ¨n b¸nh ë nhμ hμng Wendy nh−ng kh«ng víi ít!
C©u hái kh«ng ®Çy ®ñ B¹n sèng ë ®©u?
(cid:0) ë nhμ
(cid:0) ë ký tóc x¸
B¹n ®iÒn vμo ®©u nÕu b¹n sèng trong mét c¨n hé?
(cid:0) 20 - 40
C©u tra lêi kh«ng t¸ch biÖt duy nhÊt
B¹n ®iÒn vμo « nμo nÕu b¹n ®óng 40 tuæi
B¹n bao nhiªu tuæi (cid:0) D−íi 20 (cid:0) Trªn 40
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
A. C©u hái ®ãng
Lo¹i c©u hái
M« ta
VÝ dô
Hai chän lùa
ChØ ®−a ra hai chän lùa
“DÓ ®i du lÞch b¹n cã liªn l¹c víi Ansett kh«ng?” (cid:0) Cã
(cid:0) Kh«ng
NhiÒu chän lùa
D−a ra tõ ba tra lêi trë lªn
“B¹n ®i du lÞch cïng ai trªn chuyÕn bay nμy?” (cid:0) Kh«ng ai ca (cid:0) B¹n ®êi (cid:0) B¹n ®êi vμ con (cid:0) Víi con (cid:0) §ång nghiÖp, b¹n, hä hμng (cid:0) Mét nhãm du lÞch ®−îc tæ chøc
Theo së thÝch
Tra lêi vÒ møc ®é ®ång ý hay kh«ng ®ång ý
“H·ng hμng kh«ng nhá th−êng cung cÊp dÞch vô tèt h¬n c¸c h·ng hμng kh«ng lín.” (cid:0) RÊt kh«ng ®ång ý (cid:0) Kh«ng ®ång ý (cid:0) §ång ý
(cid:0) Kh«ng cã ý kiÕn (cid:0) RÈt ®ång ý
Theo cam nhËn
Cã hai th¸i cùc vμ nhiÒu csm nhËn kh¸c nhau
Cam nhËn cña b¹n vÒ Asett Airlines Lín ......: .....: ..... : ..... : ..... Nhá Kinh nghiÖm ......: .....: ..... : ..... : ..... Kh«ng k/ n HiÖn ®¹i ......: .....: ..... : ..... : ...... Kh«ng h/ ®
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Theo tÇm quan träng
Ph©n lo¹i tõ kh«ng hÒ quan träng ®ªn v« cïng quan träng
“Víi t«i phôc vô ¨n trªn m¸y bay lμ: (cid:0) V« cïng quan träng (cid:0) RÊt quan träng (cid:0) Quan träng (cid:0) Kh«ng quan träng l¾m (cid:0) Kh«ng hÒ quan träng
Theo ®¸nh gi¸ chÊt l−îng
XÕp lo¹i tõ TuyÖt vêi ®Õn KÐm
“DÞch vô ¨n uèng cña Asett lμ: (cid:0) TuyÖt vêi (cid:0) RÊt tèt (cid:0) Tèt (cid:0) Kh¸ (cid:0) KÐm
Theo dù ®Þnh mua
M«t t¶ dù ®Þnh mua trong t−¬ng lai
“NÕu trªn m¸y bay cã dÞch vô ®iÖn tho¹i, t«i sÏ: (cid:0) Ch¾c ch¾n mua (cid:0) Cã lÏ sÏ mua (cid:0) Kh«ng ch¾c (cid:0) Cã lÏ kh«ng mua (cid:0) Ch¾c ch¾n kh«ng mua
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
B. C©u hái më
C©u hái tù do
“¤ng cã ý kiÕn g× vÒ Ansett Airlines?”
Ng−êi ®−îc pháng vÊn tra lêi tuú ý
S¾p xÕp c¸c tõ
“B¹n nghÜ ®Õn tõ nμo ®Çu tiªn khi nghe tíi c¸c tõ sau: Airlines ............................................................... Ansett ............................................................... Travel ...............................................................
§−a ra c¸c tõ vμ ng−êi ®−îc pháng vÊn cho biÕt tõ nμo gîi nhí ®Çu tiªn
Hoμn thμnh c©u
Yªu cÇu ng−êi tra lêi hoμn thμnh mét c©u
“Khi lùa chän mét h·ng hμng kh«ng, ®iÒu quan träng nhÊt ®Ó ra quyÕt ®Þnh lμ ......................... ............................................................................
Hoμn thμnh héi tho¹i theo tranh
T−ëng t−îng ra mét c©u truyÖn theo tranh
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.4. Ph©n tÝch th«ng tin
. Tæng quan
. Tæng quan qu¸ tr×nh xö lý th«ng tin
. T¹i sao cÇn xö lý th«ng tin
. Kü thuËt xö lý th«ng tin
. Giíi thiÖu c¸c kü thuËt
. Thùc hμnh chuyªn s©u víi phÇn mÒm SPSS
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
Overview of the Stages of Data Analysis Overview of the Stages of Data Analysis (Zikmund 1997) (Zikmund 1997)
Editing
Coding
Data Entry
Multivariate Analysis
Descriptive Analysis
Univariate Analysis
Bivariate Analysis
Data Analysis
Interpretation
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu
. B¸o c¸o kÕt qu¶ nghiªn cøu
. Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îc
. Tr×nh bμy c¸c kÕt qu¶ nghiªn cøu tæng hîp ®¸p øng yªu cÇu nghiªn cøu vμ môc tiªu nghiªn cøu
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3. Ph−¬−¬ng ph 3. Ph ng ph¸¸p nghi p nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
3.6. Sö dông kÕt qu¶ nghiªn cøu
. §−a ra c¸c quyÕt ®Þnh
. X©y dùng c¸c chÝnh s¸ch kinh doanh
. Dù ®o¸n vÒ thÞ tr−êng
. Ra c¸c quyÕt ®Þnh chÝnh x¸c h¬n
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
n thÞ tr−−êngêng i niÖÖm vm vμμ môc môc ®®ÝchÝch
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph 4.1. Kh¸¸i ni 4.1. Kh 4.2. C4.2. C¸¸c tic tiªªu thu thøøc c ®Ó®Ó phph©©n n ®®oo¹¹nn 4.3. Yªªu cu cÇÇu u ®è®èi vi vííi vi 4.3. Y
i viÖÖc phc ph©©n n ®®oo¹¹nn
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
n thÞ tr−−êngêng
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph 4.1. Kh¸i niÖm vμ môc ®Ých
Kh¸i niÖm:
Chia ng−êi tiªu dïng thμnh tõng nhãm ....
Môc ®Ých cña p®tt:
. §ång nhÊt
. HiÓu biÕt c¬ cÊu
. Hì trî lùa chän thÞ tr−êng môc tiªu
. Ph¸t hiÖn khe hë thÞ tr−êng
. T¨ng n¨ng lùc c¹nh tranh
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph n thÞ tr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
. Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt
. C¸c tiªu thøc ph©n ®o¹n phøc t¹p
Ph©n ®o¹n thÞ tr−êng tiªu dïng
Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph n thÞ tr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
Ph©n ®o¹n thÞ tr−êng tiªu dïng
. Theo ®Þa lý
. Theo t©m lý
. Theo hμnh vi
. Theo nh©n khÈu häc
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph n thÞ tr−−êngêng
4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n
Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp
. Ngμnh kinh tÕ
. Quy m« xÝ nghiÖp
. Khèi l−îng ®¬n hμng
. H×nh thøc së h÷u
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph n thÞ tr−−êngêng
4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT
. Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a c¸c ®o¹n tt
. §¸p øng ®−îc môc tiªu cu¶ c«ng ty
C¸c b−íc
. Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng
. Ph©n tÝch so s¸nh c¸c ®iÓm gièng vμ kh¸c nhau
. Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc
. Ph©n ®o¹n theo c¸c tiªu thøc, vμ so s¸nh c¸c ®o¹n
. KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
5. L5. Lùùa cha chään thÞ tr
n thÞ tr−−êng môc ti
êng môc tiªªuu n thÞ tr−−êng môc ti
êng môc tiªªuu i thÞ tr−−êng môc ti
5.1. Lùùa cha chään thÞ tr 5.1. L êng môc tiªªuu 5.2. Yªªu cu cÇÇu u ®è®èi vi vííi thÞ tr 5.2. Y n ttmt 5.3. C5.3. C¸¸c phc ph−¬−¬ng ng ¸¸n n ®Ó®Ó Cty lCty lùùa cha chään ttmt
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
5. L5. Lùùa cha chään thÞ tr n thÞ tr−−êng môc ti êng môc tiªªuu
5.1. Lùa chän thÞ tr−êng môc tiªu
Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ó cung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªu kinh doanh cña m×nh.
ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ ®em l¹i hiÖu qu¶ kinh doanh cao.
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
5. L5. Lùùa cha chään thÞ tr n thÞ tr−−êng môc ti êng môc tiªªuu
5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu
. TËp trung nhu cÇu
. C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã
. L−îng cÇu cña thÞ tr−êng môc tiªu
. Môc tiªu doanh sè vμ lîi nhuËn
. Cã triÓn väng ph¸t triÓn
. ViÖc th©m nhËp kh«ng qu¸ khã
. Kh«ng tËp trung c¹nh tranh
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ChCh−¬−¬ng 2. Nghi ng 2. Nghiªªn cn cøøu thÞ tr u thÞ tr−−êngêng
5. L5. Lùùa cha chään thÞ tr n thÞ tr−−êng môc ti êng môc tiªªuu
5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu
. Toμn bé ng−êi tiªu dïng lμ ttmt
. Chän mét sè ph©n ®o¹n
. Chän mét ph©n ®o¹n thÝch hîp nhÊt
C¨n cø
. TÝnh ®ång nhÊt cña s¶n phÈm
. TiÒm n¨ng doanh nghiÖp
. Vßng ®êi s¶n phÈm
. C¹nh tranh trªn thÞ tr−êng
Nguyen ly Marketing
ThS. Nguyen Van Thoan – DHNT - 2003
ng 2. ChCh−¬−¬ng 2. Ch−¬ng 2. p vÒ thÞ tr−−êngêng NghiNghiªªn cn cøøu tu tææng hng hîîp vÒ thÞ tr Nghiªn cøu tæng hîp vÒ thÞ tr−êng
i niÖÖm vÒ thÞ tr
m vÒ thÞ tr−−êngêng
i dông nghiªªn cn cøøu t/h vÒ thÞ tr
u t/h vÒ thÞ tr−−êngêng
ng ph¸¸p nghi
p nghiªªn cn cøøu thÞ tr
u thÞ tr−−êngêng
n thÞ tr−−êngêng
TãM T¾¾TT TãM T 1. Kh¸¸i ni 1. Kh 2. N2. Nééi dông nghi 3. Ph−¬−¬ng ph 3. Ph 4. Ph©©n n ®®oo¹¹n thÞ tr 4. Ph 5. L5. Lùùa cha chään thÞ tr
n thÞ tr−−êng môc ti
êng môc tiªªuu
Marketing Decision Support System Marketing Decision Support System
Collection of internal and external (cid:81)(cid:81) Collection of internal and external datadata Marketing information system and (cid:81)(cid:81) Marketing information system and storage storage Dissemination of information to (cid:81)(cid:81) Dissemination of information to makers decision--makers decision Integration of data into company (cid:81)(cid:81) Integration of data into company objectives/plans objectives/plans
Consumer Research Consumer Research
Qualitative observation research (cid:81)(cid:81) Qualitative observation research Customer visits in business--toto-- (cid:81)(cid:81) Customer visits in business business marketing business marketing Focus group research (cid:81)(cid:81) Focus group research Electronic observational research (cid:81)(cid:81) Electronic observational research Decision support systems (cid:81)(cid:81) Decision support systems Consumer survey research (cid:81)(cid:81) Consumer survey research Secondary data analysis (cid:81)(cid:81) Secondary data analysis
Consumer Research Consumer Research
Qualitative Observation Research Qualitative Observation Research
Voice of the customer (cid:81)(cid:81) Voice of the customer
on consumer Hands--on consumer research research
Motivational research (cid:81)(cid:81) Motivational research
(cid:81)(cid:81) Hands
Consumer Research Consumer Research
Qualitative Observation Research Qualitative Observation Research
Voice of the customer (cid:81)(cid:81) Voice of the customer
(cid:81) Expression of the
on consumer Hands--on consumer research research
preferences, opinions and motivations of the customer
Motivational research (cid:81)(cid:81) Motivational research
(cid:81)(cid:81) Hands
Consumer Research Consumer Research
Qualitative Observation Research Qualitative Observation Research
Voice of the customer (cid:81)(cid:81) Voice of the customer
on consumer Hands--on consumer research research
Conducted by (cid:81)(cid:81) Conducted by direct observation direct observation by managers of the by managers of the way current way current customers use customers use specific products specific products and brands and brands
Motivational research (cid:81)(cid:81) Motivational research
(cid:81)(cid:81) Hands
Consumer Research Consumer Research
Qualitative Observation Research Qualitative Observation Research
Voice of the customer (cid:81)(cid:81) Voice of the customer
on consumer Hands--on consumer research research
Motivational research (cid:81)(cid:81) Motivational research
Research method (cid:81)(cid:81) Research method directed at directed at discovering the discovering the conscious or conscious or subconscious subconscious reason that reason that motivates a motivates a s behavior person’’s behavior person
(cid:81)(cid:81) Hands
Customer Visits in Consumer Research Consumer Research Customer Visits in Customer Visits in Business Marketing Business--toto--Business Marketing Business Business-to-Business Marketing
Consumer Research Consumer Research
Focus Group Research Focus Group Research Focus Group Research
A focus group is a carefully recruited (cid:81)(cid:81) A focus group is a carefully recruited group of group of Six to twelve people who participate in (cid:81)(cid:81) Six to twelve people who participate in a free wheeling, a free wheeling, One to two hour discussion that (cid:81)(cid:81) One to two hour discussion that focuses on a particular focuses on a particular Subject, such as product usage, (cid:81)(cid:81) Subject, such as product usage, shopping habits, etc. shopping habits, etc.
Consumer Research Consumer Research
Electronic Observational Research Electronic Observational Research Electronic Observational Research
coding and (cid:81)(cid:81) BarBar--coding and
scanning scanning
Consumer Research Consumer Research
Decision Support Systems Decision Support Systems Decision Support Systems
A decision support system (cid:81)(cid:81) A decision support system (DSS) is a set of computer (DSS) is a set of computer Software programs that help (cid:81)(cid:81) Software programs that help managers managers Make marketing mix decisions. (cid:81)(cid:81) Make marketing mix decisions.
Consumer Research Consumer Research
Decision Support Systems Decision Support Systems Decision Support Systems
Record is added to Record is added to database using database using database database management management software (e.g., software (e.g., Microsoft Access) Microsoft Access)
Customer sends in Customer sends in warranty card, enters warranty card, enters sweepstakes, etc. sweepstakes, etc. Permission is given to to Permission is given to to record and use record and use information for direct information for direct marketing marketing
33 22
11 44
Target segment is Target segment is specified and deep-- specified and deep segmentation statistical segmentation statistical analysis identifies analysis identifies hobbies, interest, usage hobbies, interest, usage situation, and situation, and promotion preferences promotion preferences
Database elements Database elements are specified (name, are specified (name, address, hobbies, address, hobbies, etc.) The source of etc.) The source of record and data are record and data are added added
55 66
Database is Database is updated, recording updated, recording response of response of customer to customer to campaign campaign
Most appealing direct-- Most appealing direct marketing campaign marketing campaign is designed to is designed to promote most promote most appealing products appealing products and features to target and features to target segment segment
Decision Support System Decision Support System
Components of a System Components of a System
Integration Integration with plan with plan
Marketing Marketing Database Database
Dissemination Dissemination to decision to decision makers makers
Marketing Marketing Information Information System System
Decision Support System Decision Support System
Marketing Database Marketing Database
Internal components Internal components
External components External components
Sales analysis (cid:81)(cid:81) Sales analysis Cost analysis (cid:81)(cid:81) Cost analysis Financial records (cid:81)(cid:81) Financial records
Secondary data (cid:81)(cid:81) Secondary data Purchase of (cid:81)(cid:81) Purchase of syndicated syndicated commercial data commercial data Marketing research (cid:81)(cid:81) Marketing research
Consumer Research Consumer Research
Consumer Survey Research Consumer Survey Research Consumer Survey Research
Criteria
Mail Panels Telephone Personal In-
Home
Mall Intercept
Direct/Cold Mailing
Complexity and versatility
Not much
Not much
Highly flexible
Most flexible
Substantial, difficult to use
Quantity of data
Substantial
Substantial
Short
Greatest quantity
Limited to < 25 minutes
Sample control
Little
Substantial
Greatest controls Problematic
Good, nonlisted a problem
Quality of data
Better for sensitive questions, no claifier
Cheating
Unnatural testing bias
Clear up ambiguities, socially accepted answers
Response rate
~10%
70-80%
60-80%
80% +
0.8
Several weeks
3-4 weeks
Speed
Several weeks + follow ups
A few days
Faster than mail, slower than telephone
Lowest
Not as low as mail
Relatively expensive
Less expensive than in-home
Cost
$2.50 per interview
Executive, industrial, medical, readership
Uses
All areas
Product testing
Studies that require national samples
Pervasive-concept tests, name tests, package tests, copy tests
Consumer Research Consumer Research
Consumer Survey Research Consumer Survey Research
Reliability (cid:81)(cid:81) Reliability
The consistency of (cid:81)(cid:81) The consistency of measurement over measurement over time time
Validity (cid:81)(cid:81) Validity
Consumer Research Consumer Research
Consumer Survey Research Consumer Survey Research
Reliability (cid:81)(cid:81) Reliability
The accuracy in (cid:81)(cid:81) The accuracy in measuring what is measuring what is intended to be intended to be measured measured
Validity (cid:81)(cid:81) Validity
Consumer Research Consumer Research
Secondary Research Secondary Research Secondary Research
www.census.gov www.census.gov
usa.gov www.stat--usa.gov www.stat www.yahoo.com www.yahoo.com www.altavista.com www.altavista.com
www.lycos.com www.lycos.com
Competitor Research Competitor Research
Research Market (cid:81)(cid:81) Research Market History History
Audit Current (cid:81)(cid:81) Audit Current Competitors Competitors
Competitor Research Competitor Research
Research Market (cid:81)(cid:81) Research Market History History
Audit Current (cid:81)(cid:81) Audit Current Competitors Competitors
Researching the (cid:81)(cid:81) Researching the history of the history of the market market Identifies the (cid:81)(cid:81) Identifies the marketing mix and marketing mix and product product dimensions on (cid:81)(cid:81) dimensions on which sellers have which sellers have competed strong competed strong
Competitor Research Competitor Research
Levels of Competition Levels of Competition Levels of Competition
BeerBeer
Ice Ice CreamCream
Juice Juice
Regular Regular ColasColas
WineWine
DietDiet--RiteRite ColaCola
Fast Fast FoodFood
Core Benefit Core Benefit Competition: Competition: Beverages Beverages
Fruit Fruit ColasColas
Diet Diet Pepsi Pepsi
Diet Diet CokeCoke
Target Target Segment Segment Competition: Competition: Product Diet Colas Product Diet Colas Category Category Competition: Competition: Soft Drinks Soft Drinks
Bottled Bottled WaterWater
Lemon Lemon Limes Limes
Budget Budget Competition: Competition: Food and Food and Entertainment Entertainment
Coffee Coffee
Baseball Baseball Cards Cards
Competitor Research Competitor Research
Current and Potential Competition Current and Potential Competition Current and Potential Competition
Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry
Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry
Threat of new entrants, Threat of new entrants, including those resulting including those resulting from mergers and from mergers and takeovers takeovers
Competition among Competition among current rivals current rivals
Suppliers who work to Suppliers who work to make you more make you more competitive or play you competitive or play you against your competition against your competition
Distributors who work to Distributors who work to make you more make you more competitive or play you competitive or play you against your competition against your competition
Substitute threats Substitute threats
Threat through joint Threat through joint venturing or encouraging venturing or encouraging entry entry
Threat through joint Threat through joint venturing if suppliers’’ venturing if suppliers product/services are product/services are involved involved
Competitor Research Competitor Research
Research Market (cid:81)(cid:81) Research Market History History
Audit Current (cid:81)(cid:81) Audit Current Competitors Competitors
Auditing current (cid:81)(cid:81) Auditing current competitors competitors Identification of (cid:81)(cid:81) Identification of rivals from which rivals from which you are gaining you are gaining business and to (cid:81)(cid:81) business and to which you are which you are losing business losing business
Competitor Research Competitor Research
New Competitive Threats Audit New Competitive Threats Audit New Competitive Threats Audit
New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales? Is this effort changing? Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such sub What is our closest new technological or service competition? Who is the major mover and shaker in this new industry? What appears to be its current objective and strategy? What is its growth rate? What has been its effect on our sales? What further threat does it pose? What constraints does it face?
Channel Integration Threat Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring? Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist?
Competitor Takeover - Merger Threat Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur?
Competitor Research Competitor Research
A Competitive Analysis Template A Competitive Analysis Template A Competitive Analysis Template
Research Market (cid:81)(cid:81) Research Market History History
Audit Current (cid:81)(cid:81) Audit Current Competitors Competitors
Evaluate w/respect to: (cid:81)(cid:81) Evaluate w/respect to: Financial Position (cid:81)(cid:81) Financial Position Market Position (cid:81)(cid:81) Market Position Product Position (cid:81)(cid:81) Product Position Price Position (cid:81)(cid:81) Price Position Inbound Logistics (cid:81)(cid:81) Inbound Logistics Production Process (cid:81)(cid:81) Production Process Outbound Logistics (cid:81)(cid:81) Outbound Logistics Trade Relations (cid:81)(cid:81) Trade Relations Advertising & (cid:81)(cid:81) Advertising & Promotions Promotions Sales Force Process (cid:81)(cid:81) Sales Force Process
Channel Research Channel Research
Competitive Selling Effort Quality of locations Quality of advertising Quality of premises
Summary Evaluation Image and Reputation Geographical markets/customer segments served Major strength, unique value, and importance of this reseller Major weakness and failure of reseller Special personal relations with supplier
Quality of sales staff Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Volume deals/discounts sought and given
Detailed Evaluation Trading Performance
Annual sales Annual sales of our product Contribution earned from sales to this reseller Average stock-turn of our products Past average stock-turn of our products Profit performance
Other allowances and considerations sought and given Freight Cooperative advertising Promotions Returns Push money and sales contests Special credit terms
AMA Definition of Marketing Research AMA Definition of Marketing Research
Specifies the information needed (cid:81)(cid:81) Specifies the information needed Designs the method of collecting (cid:81)(cid:81) Designs the method of collecting information information Manages and implements the data (cid:81)(cid:81) Manages and implements the data collection process collection process Analyzes the results (cid:81)(cid:81) Analyzes the results Communicates the findings and (cid:81)(cid:81) Communicates the findings and implications implications
Types of Marketing Research Firms Types of Marketing Research Firms
Syndicated Service (cid:81)(cid:81) Syndicated Service Firms Firms
Service Research (cid:81)(cid:81) FullFull--Service Research
firms firms
Types of Marketing Research Firms Types of Marketing Research Firms
Syndicated Service Firms Syndicated Service Firms Syndicated Service Firms
Collect and distribute for many (cid:81)(cid:81) Collect and distribute for many firms firms Firms share the cost (cid:81)(cid:81) Firms share the cost Examples: A.C. Nielsen, J.D. (cid:81)(cid:81) Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron Powers, Simmons, Arbitron
Types of Marketing Research Firms Types of Marketing Research Firms
Service Research Firms FullFull--Service Research Firms Full-Service Research Firms
Collect and distribute for one client (cid:81)(cid:81) Collect and distribute for one client Client assumes entire cost of project (cid:81)(cid:81) Client assumes entire cost of project Research firm takes over marketing (cid:81)(cid:81) Research firm takes over marketing research function on behalf of client research function on behalf of client
The Marketing Research Process The Marketing Research Process
Define the problem (cid:81)(cid:81) Define the problem
Research design (cid:81)(cid:81) Research design
Data collection (cid:81)(cid:81) Data collection
k k c c a a b b d d e e e e F F
Analysis, interpretation (cid:81)(cid:81) Analysis, interpretation and presentation and presentation
The Marketing Research Process The Marketing Research Process
Problem Definition Problem Definition
Well defined problems are half (cid:81)(cid:81) Well defined problems are half solved solved Help set research objectives (cid:81)(cid:81) Help set research objectives Help define data collection (cid:81)(cid:81) Help define data collection process process
The Marketing Research Process The Marketing Research Process
Exploratory Research Exploratory Research
Helps gain understanding of the (cid:81)(cid:81) Helps gain understanding of the research question research question Aids in understanding the cause(s) of (cid:81)(cid:81) Aids in understanding the cause(s) of the problem the problem Discuss the problem with informed (cid:81)(cid:81) Discuss the problem with informed customers, suppliers, etc. sources -- customers, suppliers, etc. sources Analyze internal records and data (cid:81)(cid:81) Analyze internal records and data
The Marketing Research Process The Marketing Research Process
Define the problem (cid:81)(cid:81) Define the problem
Research design k (cid:81)(cid:81) Research design
Data collection (cid:81)(cid:81) Data collection
k c c a a b b d d e e e e F F
Analysis, interpretation (cid:81)(cid:81) Analysis, interpretation and presentation and presentation
The Marketing Research Process The Marketing Research Process
Research Design Research Design
Master plan for research (cid:81)(cid:81) Master plan for research Identifies the need for primary (cid:81)(cid:81) Identifies the need for primary versus secondary data versus secondary data
The Marketing Research Process The Marketing Research Process
Research Design Research Design
Primary Data Primary Data
Secondary Data Secondary Data
Previously published (cid:81)(cid:81) Previously published datadata
Information or (cid:81)(cid:81) Information or statistics collected for statistics collected for the first time during a the first time during a marketing research marketing research study study
The Marketing Research Process The Marketing Research Process
Sources of Primary Data Sources of Primary Data
Survey Method Survey Method
Telephone interviews (cid:81)(cid:81) Telephone interviews Mail surveys (cid:81)(cid:81) Mail surveys Personal interviews (cid:81)(cid:81) Personal interviews Focus group (cid:81)(cid:81) Focus group interviews interviews
Observation Observation MethodMethod Observational studies (cid:81)(cid:81) Observational studies are conducted by are conducted by actually viewing actually viewing objects, events, objects, events, and/or a person’’s s and/or a person behavior behavior
The Marketing Research Process The Marketing Research Process
Sources of Primary Data Sources of Primary Data
Experimental Method Experimental Method Experimental Method
In experiments the researcher (cid:81)(cid:81) In experiments the researcher manipulates one or more of manipulates one or more of the marketing mix variables the marketing mix variables and compares the effect on and compares the effect on the experimental group to a the experimental group to a control group that did not control group that did not receive the manipulation receive the manipulation
The Marketing Research Process The Marketing Research Process
Sources of Secondary Data Sources of Secondary Data
Internal Data Internal Data
Government Data Government Data
Includes sales (cid:81)(cid:81) Includes sales analysis reports, analysis reports, financial performance financial performance reports, cost analysis, reports, cost analysis, product profit/loss product profit/loss statements, etc. statements, etc.
Census of Population (cid:81)(cid:81) Census of Population Census of Housing (cid:81)(cid:81) Census of Housing Census of Business (cid:81)(cid:81) Census of Business Census of (cid:81)(cid:81) Census of Manufacturers Manufacturers Census of Agriculture (cid:81)(cid:81) Census of Agriculture Census of Minerals (cid:81)(cid:81) Census of Minerals Census of Governments (cid:81)(cid:81) Census of Governments
The Marketing Research Process The Marketing Research Process
Sources of Secondary Data Sources of Secondary Data
Research Firm Data Research Firm Data
Many private organizations (cid:81)(cid:81) Many private organizations provide information for the provide information for the marketing executive e.g. marketing executive e.g. trade associations, trade associations, advertising agencies, advertising agencies, Survey of Buying Power.”” ““Survey of Buying Power.
The Marketing Research Process The Marketing Research Process
Define the problem (cid:81)(cid:81) Define the problem
Research design (cid:81)(cid:81) Research design
Data collection (cid:81)(cid:81) Data collection
k k c c a a b b d d e e e e F F
Analysis, interpretation (cid:81)(cid:81) Analysis, interpretation and presentation and presentation
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Population Population
Census Census
Total group that the (cid:81)(cid:81) Total group that the researcher wants to researcher wants to study study
Collection of data (cid:81)(cid:81) Collection of data from all possible from all possible sources in a sources in a population or population or universe universe
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Probability Sample Probability Sample
Sampling techniques (cid:81)(cid:81) Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosen being chosen
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Probability Sample Probability Sample
Simple Random Simple Random Sample Sample
Probability sample (cid:81)(cid:81) Probability sample where researchers where researchers choose respondents choose respondents from a complete list from a complete list of the population of the population
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Probability Sample Probability Sample
Simple Random Simple Random Sample Sample
Stratified Sample Stratified Sample
Probability sample (cid:81)(cid:81) Probability sample where researchers where researchers divide the complete divide the complete population list into population list into groups and then use groups and then use single random single random sampling techniques sampling techniques on the subgroups on the subgroups
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Probability Sample Probability Sample
Simple Random Simple Random Sample Sample
Stratified Sample Stratified Sample
Probability sample (cid:81)(cid:81) Probability sample where researchers where researchers randomly choose randomly choose areas of geographic areas of geographic clusters before clusters before random cluster random cluster selection selection
Cluster Sample Cluster Sample
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques Nonprobability Sample Nonprobability Sample
Arbitrary sampling (cid:81)(cid:81) Arbitrary sampling technique where technique where respondents have an respondents have an unknown or zero chance unknown or zero chance of being chosen for the of being chosen for the sample sample
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Nonprobability Sample Nonprobability Sample
Convenience Sample Convenience Sample
Nonprobability sample (cid:81)(cid:81) Nonprobability sample where researches choose where researches choose respondents based on respondents based on ease of availability of ease of availability of respondents respondents
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Nonprobability Sample Nonprobability Sample
Convenience Sample Convenience Sample
Nonprobability sample (cid:81)(cid:81) Nonprobability sample where researchers where researchers conveniently match conveniently match characteristics in the characteristics in the population with quotas population with quotas
Quota Sample Quota Sample
The Marketing Research Process The Marketing Research Process
Sampling Techniques Sampling Techniques
Nonprobability Sample Nonprobability Sample
Convenience Sample Convenience Sample
Nonprobability (cid:81)(cid:81) Nonprobability sample based on sample based on arbitrary judgments arbitrary judgments by the researcher by the researcher
Quota Sample Quota Sample
Judgement Sample Judgement Sample
The Marketing Research Process The Marketing Research Process
Define the problem (cid:81)(cid:81) Define the problem
Research design (cid:81)(cid:81) Research design
Data collection (cid:81)(cid:81) Data collection
k k c c a a b b d d e e e e F F
Analysis, interpretation (cid:81)(cid:81) Analysis, interpretation and presentation and presentation
The Marketing Research Process The Marketing Research Process
Analysis, Interpretation, and Presentation Analysis, Interpretation, and Presentation
Must present findings in clear, (cid:81)(cid:81) Must present findings in clear, understandable manner understandable manner Communicate properly with (cid:81)(cid:81) Communicate properly with audience audience
