单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2011/2/12,*,Chapter Three,Research Design,研究设计,Chapter ThreeResearch Design,教学目的,定义研究设计，对各种研究设计进行分类，并且解释探索性研究与结论性研究的区别。,比较基本的研究设计,-,探索性研究设计、描述性研究设计和因果研究设计。,描述性研究设计中的主要误差来源。,讨论协调研究项目时面临的管理问题，特别是预算与进度安排。,描述营销研究计划的组成部分，并说明他是如何指导营销研究过程的。,理解在进行研究设计过程中所产生的伦理问题与冲突。,2011/2/12,2,教学目的定义研究设计，对各种研究设计进行分类，并且解释探索性,Chapter Outline,章节提纲,1)Overview,2)Research Design:Definition,3)Research Design:Classification,4)Exploratory Research,5)Descriptive Research,Cross-Sectional Design,Longitudinal Design,Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs,6)Causal Research,7)Relationships Among Exploratory,Descriptive and Causal Research,概要,研究设计：定义,研究设计：分类,探索性研究,描述性研究,横截面设计,纵向设计,相对优缺点,因果研究,探索性、描述性和因果研究的关系,2011/2/12,3,Chapter Outline章节提纲1)Overvi,Chapter Outline,8)Potential Sources of Error,Random Sampling Error,Non-sampling Error,Non-response Error,Response Error,9)Budgeting and Scheduling,10)Marketing Research Proposal,11)International Marketing Research,12)Ethics in Marketing Research,13)Summary,潜在的误差源,随机抽样误差,非抽样误差,无响应误差,响应误差,项目预算和进度安排,营销研究计划书,国际市场营销研究,市场营销研究道德,总结,2011/2/12,4,Chapter Outline8)Potential S,Research Design:Definition,研究设计：定义,A research design,is a framework or blueprint for conducting the marketing research project.It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.,研究设计,是开展某一营销研究项目时所要遵循的一个框架计划，他详细描述获取分析和解决营销研究问题所需信息的必要程序。,2011/2/12,5,Research Design:Definition研究,Components of a Research Design,研究设计的组成部分,Define the information needed(Chapter 2),Design the exploratory,descriptive,and/or causal phases of the research(Chapters 3-7),Specify the measurement and scaling procedures(Chapters 8 and 9),Construct and pretest a questionnaire(interviewing form)or an appropriate form for data collection(Chapter 10),Specify the sampling process and sample size(Chapters 11 and 12),Develop a plan of data analysis(Chapter 14),定义所需信息（第二章）,设计研究的探索性阶段、描述性阶段或因果阶段（第,3-7,章）,详细说明测量与设计量表的程序（第,8-9,章）,设计调查问卷（访谈表）或者合适的数据收集表格，并进行预调查（第,10,章）,确定抽样过程和样本量（第,11-12,章）,制定数据分析计划（第,14,章）,2011/2/12,6,Components of a Research Desig,A Classification of Marketing Research Designs,营销研究设计分类,Single Cross-Sectional Design,一次性横截面设计,Multiple Cross-Sectional Design,重复性横截面设计,Fig.3.1,Research Design,研究设计,Conclusive Research Design,结论性研究设计,Exploratory Research Design,探索性研究设计,Descriptive Research,描述性研究,Causal Research,因果研究,Cross-Sectional Design,横截面设计,Longitudinal Design,纵向设计,2011/2/12,7,A Classification of Marketing,Exploratory&Conclusive Research Differences,探索性研究与结论性研究的区别,Objective:,Character-istics:,Findings/Results:,Outcome:,To provide insights and understanding,Information needed is defined only loosely.Research process is flexible and unstructured.Sample is small and non-representative.Analysis of primary data is qualitative,Tentative,Generally followed by further exploratory or conclusive research,To test specific hypotheses and examine relationships,Information needed is clearly defined.Research process is formal and structured.Sample is large and representative.Data analysis is quantitative,Conclusive,Findings used as input into decision making,Exploratory,Conclusive,Table 3.1,2011/2/12,8,Exploratory&Conclusive Resea,Exploratory&Conclusive Research Differences,探索性研究与结论性研究的区别,2011/2/12,9,Exploratory&Conclusive Resea,A Comparison of Basic Research Designs,基本研究设计的比较,Table 3.2,2011/2/12,10,A Comparison of Basic Research,Uses of Exploratory Research,探索性研究的使用,Formulate a problem or define a problem more precisely,Identify alternative courses of action,Develop hypotheses,Isolate key variables and relationships for further examination,Gain insights for developing an approach to the problem,Establish priorities for further research,阐明或更准确地定义一个问题,确定备选的行动方案,提出假设,将主要变量及其相互关系分离以便进一步验证,得到解决问题的思路,确定进一步研究的重点,2011/2/12,11,Uses of Exploratory Research探,Methods of Exploratory Research,探索性研究的方法,Survey of experts(discussed in Chapter 2),Pilot surveys(discussed in Chapter 2),Secondary data analyzed in a qualitative way(discussed in Chapter 4),Qualitative research(discussed in Chapter 5),专家调查（第二章）,预调查（第二章）,二手数据的定性分析（第四章）,定性研究（第,5,章）,2011/2/12,12,Methods of Exploratory Researc,Department Store Project,百货商店项目实际应用,回顾学术文献和行业文献，以确定影响消费者关顾百货商场的相关的人口统计因素与心理因素,访问零售专家以便确认发展趋势，如新的零售形式以及消费者新的购物模式,对同一连锁店的,3,家最好、,3,家最差的店面进行对比分析，从而得到影响 商店业绩的因素,进行专题组座谈来确认消费者认为那些因素是选择商场时考虑的重要因素,2011/2/12,13,Department Store Project百货商店项,Use of Descriptive Research,描述性研究的使用,To describe the characteristics of relevant groups,such as consumers,salespeople,organizations,or market areas,To estimate the percentage of