1.Buoc dau hoc tap

I HC DN LP VN LANG KHOA THNG MI

PHNG PHP NGHIN CU MARKETING

NCTT.Ch1.Buoc dau hoc tap

Ging vin Th.s Hunh B Tu Dng 1

Bc u hc tp mn PHNG PHP NGHIN CU MARKETING

1CHNG

Bi ging ca Th.S Hunh B Tu Dng


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Mc tiu hc tpChng ny gip hc vin: Xc nh r vic hc mn ny mang li li ch g cho bn thn v tng lai ngh nghip ca mnh 2. Nm r 7 bc c bn ca tin trnh nghin cu marketing. 3. Bit cch xy dng mt d n ngin cu marketing.3

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Ni dung chng 1I/- Mc tiu ca mn hc Phng Php Nghin Cu Marketing II/- nh nghi & c im III/-Phn bit Nghin Cu Tip Th v Nghin Cu th Trng IV/-Li ch ca Nghin Cu Marketing V/- Ngi thc hin v ngi s dng cuc nghin cuNCTT.Ch1.Buoc dau hoc tap 4

Ni dung (tip theo)VI/- Tin trnh nghin cu Marketing 7 bc VII/-Nhng ni dung chnh ca mt d n nghin cu marketing VIII/-Nhng nghin cu Marketing thng dc tin hnh


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I/-MC TIU MN HC PPNCTTGip sinh vin: 1.Bit khi no cn nghin cu 2.Bit nghin cu nh th no 3.Bit lm th no s dng kt qu ca cc cuc nghin cu 4.Bit thu ngi nghin cu v cng tc vi h c c kt qa tt nhtNCTT.Ch1.Buoc dau hoc tap 6

II/-NH NGHA V C IMNghin Cu Marketing l mt qu trnh thu thp, ghi chp, phn tch v din gii mt cch c h thng v khoa hc cc d liu v cc vn c lin quan n cc hot ng marketing v hng ho, dch v v tng.NCTT.Ch1.Buoc dau hoc tap 7

c im ca Nghin Cu Marketing:*ng dng nhng k thut v nguyn tc nghin cu khoa hc Khch quan-Chnh xc-Logic-Thc nghim *L lun c h thng Quan st-Tho lun Gi thit-Th nghim-D on *Hng n vic tm gii php cho nhng vn thc tin trong lnh vc tip th Cn nhc v thi gian v chi phNCTT.Ch1.Buoc dau hoc tap 8

III/- PHN BIT NGHIN CU TIP TH v NGHIN CU TH TRNGNC tip th: ngha rng Xc nh C hi th trng Cc vn tn ti Cc vn kh khn mi xut gii php NC th trng : theo ngha hp Ch trng n s m t , khng o su v nguyn nhn v a ra gii php NCTT.Ch1.Buoc dau hoc tap 9

IV/- LI CH CA NGHIN CU MARKETINGLoi b nhng iu m h , cha r Tin liu v phng trnh ri ro Cung cp thng tin lm quyt nh tip th sut cc phng thc hnh ng hiu qa hn H tr c lc cho cc hot ng khc ca doanh nghip nh hng th trngNCTT.Ch1.Buoc dau hoc tap 10

V/- NGI THC HIN CUC NGHIN CU V NGI S DNG KT QU NC

DOERS USERS


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VI/- TIN TRNH NGHIN CU MARKETING Tin trnh n gin: Lp d n Thc hin nghin cu Bo cowww

Tin trnh 7 bc theo David Luck v Ronald RubinNCTT.Ch1.Buoc dau hoc tap 12

Tin trnh 7 bc Nghin cu marketing theo David Luck v Ronald RubinBc 1:Xc nh vn cn nghin cu Bc 2:Xc nh thng tin c th cn thu thp Bc 3:Nhn nh ngun thng tin Bc 4:Quyt nh chn phng php NC Bc 5:Tin hnh thc hin vic thu thp thng tin Bc 6:X l,Phn tch v din gii s liu Bc 7:Bo co & Trnh by kt qu nghin cuNCTT.Ch1.Buoc dau hoc tap 13

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VII/. NHNG NI DUNG CHNH CA MT D N NGHIN CU MARKETING 1. t tn gi cuc nghin cu 2. Tn c quan &nhng ngi nghin cu 3. L do chn ti 4. Xc nh mc tiu NC & phc tho nhng vn chnh phi bo co 5. Phm vi/gii hn v khng gian, a l, thi gian, i tng , vn NCNCTT.Ch1.Buoc dau hoc tap 15

6. Xc nh nhng thng tin cn tm 7. Nhn dng nhng ngun thng tin 8. Xc nh m hnh nghin cu 9.Xc nh phng php thu thp thng tin 10. Phng php chn mu 11.Thi gian v bi cnh thc hin d n 12.S lng nhn s tham gia thc hin d n 13. Kinh ph d trNCTT.Ch1.Buoc dau hoc tap 16

VIII/. NHNG NCTT THNG DNGNghin cu doanh s hin ti & tng lai Nghin cu th phn ca cc i th Th hiu v thi quen ca khch hng NC ng c mua hng &cm nhn ca khch hng NC sc kho ca nhn hiu NC tc ng ca nhng i thay v thuc tnh sn phmNCTT.Ch1.Buoc dau hoc tap 17

NHNG BIU THAM KHO

Marketing ResearchThe process of planning, collecting, and analyzing data relevant to a marketing decision.

Nhng biu ny c mc ch gip cc sinh vin lmquen vi cc ti liu ting Anh v tip cn vi nhng kho hng khc nhau.NCTT.Ch1.Buoc dau hoc tap 18

Roles of Marketing ResearchMarketing Research Marketing Research has three roles: has three roles: Descriptive Descriptive Diagnostic Diagnostic Predictive Predictive


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Roles of Marketing Research Gathering and presenting Descriptive factual statements

Diagnostic Explaining data Attempting to estimate the results of a planned marketing decision20

PredictiveNCTT.Ch1.Buoc dau hoc tap

The Marketing Research ProcessDefine the problemFeedback

Research design Data collection Analysis, interpretation and presentation


The Marketing Research ProcessDefine Define Problem Problem Plan Design/ Plan Design/ Primary Data Primary Data Specify Specify Sampling Sampling Procedure Procedure Analyze Analyze Data Data

Collect Collect Data Data


Follow Up Follow Up

Prepare/ Prepare/ Present Present Report Report

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Consumer ResearchProblem Recognition Define Problem Secondary Research Quick Primary Research Primary Research Analyze InformationNCTT.Ch1.Buoc dau hoc tap

Present Findings

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Marketing ResearchMarketing Marketing Research Research Problem Problem Marketing Marketing Research Research Objective Objective Management Management Decision Decision Problem ProblemNCTT.Ch1.Buoc dau hoc tap

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Determining what information is needed Determining what information is needed and how that information can be and how that information can be obtained efficiently and effectively. obtained efficiently and effectively. The specific information needed The specific information needed to solve a marketing research problem; to solve a marketing research problem; the objective should provide insightful the objective should provide insightful decision-making information. decision-making information. A broad-based problem that A broad-based problem that requires marketing research in order requires marketing research in order for managers to take proper actions. for managers to take proper actions.24


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