市場研究英文(ppt 47頁)

Essentials of
Marketing Research
acky Peng
Information
Types Of Research
Uncertainty Influences
The Type Of Research
Degree of Problem Definition
Exploratory Research
Descriptive Research
Descriptive Research Example
Descriptive Research Example
Causal Research
Identifying Causality
Research Stages
Stages In The Research Process
Problem Discovery And Definition
“The formulation of the problem is often more essential than its solution”
STAGE 1: Defining the Problem Results
in Clear Cut Research Objectives
The Process of Problem Definition
Ascertain the Decision Maker’s Objectives
Understand the Background of the Problem
Isolate and Identify the Problems, Not the Symptoms
Determine the Unit of Analysis
Determine the Relevant Variable
Types of Variables
Hypothesis
State the research questions and research objectives
If you do not know where you are going,
any road will take you there.
Exploratory Research Techniques
Focus Group Interview
Experience Survey
Research Design
Basic Research Methods
Sampling
Data Gathering Stage
Data Processing and Analysis
Conclusions And Report Writing
Research Proposal
Research Program Strategy

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