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1 CHƯƠNG TỔNG QUAN VỀ NGHIÊN CỨU MARKETING 1

Chuong 1-Tong Quan Ve NC

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  • TNG QUAN V NGHIN CU MARKETINGCHNG1

  • Mc tiu chng IChng ny gip sinh vin:Hiu cc khi nim c bn v nghin cu MarketingPhn bit cc dng nghin cu marketingXc nh c nghin cu marketing bao gm nghin cu cc vn gHiu c tin trnh nghin cu marketingBit cch vit mt k hoch nghin cu

  • Ni dung chng I1.1 Khi nim nghin cu Marketing1.2 Vai tr ca nghin cu Marketing1.3 H thng thng tin Marketing1.4 Phn loi nghin cu Marketing 1.5 Ngi thc hin v ngi s dng kt qu NC1.6 Quy trnh nghin cu Marketing1.7 K hoch nghin cu Marketing

  • 1.1. Khi nim Nghin cu marketing

  • Nghin cu Marketing l g?Ti chn NokiaV sao mt sn phm mi tung ra th trng b tht bi?V sao khch hng c quyt nh khc nhau trong vic chn mua mt mt sn phm?C bao gibn t hi?Ti chn Samsung

  • Khi nim v nghin cu Marketing (tt)Nghin cu marketing l qu trnh thu thp; ghi chp v phn tch mt cch c h thng; c mc ch cc d liu v cc vn lin quan n cc hot ng marketing v hng ho, dch v v tng (Theo Hip hi Marketing Hoa K-AMA)

  • Khi nim v nghin cu Marketing (tt)Nghin cu marketing l vic thit k c h thng nhm thit lp k hoch nghin cu, thu thp, phn tch v bo co cc s liu v cc khm ph lin quan n mt tnh hung c th m cng ty ang phi i phPhilip Kotler

  • Khi nim v nghin cu Marketing (tt)Vy ta c th hiu rng;Nghin cu marketing l mt hoat ng c tnh h thng v mang tnh khch quanHot ng c mc ch: Thu thp thng tin h tr cho vic ra quyt nh ca nh qun trNghin cu marketing khng tch ri cc b phn trong marketing-mix

  • 1.2 Vai tr ca nghin cu marketing

  • 1.2 Vai tr ca nghin cu MarketingLoi b nhng iu doanh nghip cn cha r (th trng, khch hng, i th cnh tranh)Nhn dng c hi v kh khn t mi trngTin liu v phng trnh ri roCung cp thng tin h tr vic ra quyt nh

  • 1.2 Vai tr ca nghin cu Marketing (tt) xut cc phng thc hnh ng hiu qu hnBit r im mnh, im yu ca doanh nghipH tr c lc cho cc hot ng khc ca doanh nghip

  • 1.2 Vai tr ca nghin cu Marketing(tt)"Bit ngi bit ta, trm trn trm thng; nu ta khng bit ch nhng bit ta th thng v bi ngang nhau;nu ta khng bit ch m cng khng bit ta th nh trn no thua trn y Tn T

  • 1.2 Vai tr ca nghin cu Marketing (tt)

    Nghin cu th trng l cha kha ca s thnh cngAnh (ch) ngh g v pht biu sau:

  • Chc bn tng nghe cu chuyn ca Coca cola!S tht bi ngt ngo

    Sai lm marketing ln nht thi i?hay l

  • Bn c bitCoca-cola bt u nghin cu New Coke t 1984

    Tin hnh 200.000 th nghim chi ph: 4 triu USDKt qu th nghim: Khch hng thch New Coke hn Coca-cola truyn thngNgy 23/04/1985, New Coke c tung ra th trng, Coca truyn thng b ngng sn xutKt qu:Doanh s New Coca thpCng chng ty chay New Coca, phn n khi Coca truyn thng khng cn sn xutNew Coca phi ngng sn xut my ngy sau Ngy 11/07/1985, tuyn b s tr li ca Coca-cola truyn thng

  • Vy u l nguyn nhn tht bi ca Coca-cola cng nh New Coca?

  • Dn tt c thi gian, tin bc v bao k thut vo vic nghin cu phn ng ca khch hng i vi new Coca-Cola nhng vn khng th o lng hay pht hin iu n cha bn trong khch hng rng nhng gn kt v cm xc tn ti mi mi trong tm tr ca khch hng vi Coca-Cola nguyn gc v iu ny thm su vo rt nhiu ngi na l ng khc.Nim am m dnh cho Coca-Cola nguyn thy, vng phi chnh t am m khin chng ti v cng ngc nhin. N l mt b mt tuyt vi ca ngi M, mt iu kh hiu rt ng yu ca ngi M

    Ch tch ca cng ty lc , ng Donald Keogh tng kt:

  • Nghin cu marketing khng lm c nhng g? Khng m bo chc chn s thnh cngKhng thay th c quyt nh ca nh qun tr

  • 1.3. H thng thng tin Marketing (MIS)

  • Thng tin l g? Ti sao chng ta cn thng tin?

  • Thng tin (Inform): Vic lin lc, trao i, thng bo nhng tn hiu bng ngn ng hoc phi ngn ng, c hoc khng c my mc h trThng tin (Information): Ton b cc tn hiu c ngha chuyn ti mt ni dung tin tc, kin thc hay mt s o lng kha cnh no ca mt s kin, hin tngKhi nim thng tin

  • C nhn: Tha mn nhu cu v gii tr, hc tp, nng cao kin thc,hiu bit, gii quyt vn c nhnDoanh nghip: H tr vic ra quyt nh, gii quyt vn ca doanh nghip.

    Nh c thng tin

  • H thng thng tin Marketing l g?H thng thng tin Marketing (MkIS) bao gm con ngi, thit b v quy trnh thu thp, phn loi, phn tch, nh gi v phn phi nhng thng tin cn thit, kp thi v chnh xc cho nhng ngi ra quyt nh Marketing.

  • H thng thng tin marketing(tt)He thong thong tin marketingNguonnoi boTnh baotiep th He thong ho tr ra quyet nhNghien cu tiep th Phat trien thong tinanh gianhu cau thong tinPhan phoithong tinMoi trng marketing ___________Th trngKenh phan phoioi thu canh tranhMoi trng v moNha quan tr___________Phan tch

    Hoach nh

    Thc hien

    Kiem soatCac quyet nh

  • Phn bit d liu (Data) v Thng tin (Information)

  • Phn bit d liu (Data) v Thng tin (Information)

  • 1.4. Phn loi nghin cu marketing

  • Phn loi nghin cu Marketing Theo a im nghin cuCc cch thc phn loi ch yuTheo c im ca d liuTheo mc tm hiu th trngTheo mc thng xuyn

  • Phn loi nghin cu Marketing(tt) Theo a im thc hin1. Nghin cu ti bn (desk research) Nhm thu thp cc d liu th cp Ngun d liu l Nin gim thng k; cc n phm nh sch bo, tp ch chuyn ngnh, ti liu ni b ca cng ty2. Nghin cu ti hin trng (field research) Nhm thu thp cc d liu s cp c thc hin bng cc k thut phng vn, tho lun trc tip vi i tng nghin cu3. Nghin cu ti phng th nghim c s dng cho vic tho lun nhm Phng c trang b gng mt chiu, cc phng tin h tr nh my ghi m, ghi hnh, cc my mc h tr khc

  • Phng knh 1 chiu trong nghin cu

  • Phn loi nghin cu Marketing(tt) Theo c im ca d liu1. Nghin cu nh tnh (quanlitative research) D liu thu thp c dng nh tnh Mc ch khm ph hnh vi ngi tiu dng c thc hin qua cc phng php quan st, tho lun nhm, phng vn chuyn su2. Nghin cu nh lng (quatitative reasearch) D liu thu thp c dng nh lng Mc ch m t v o lng cc c tnh ca th trng c thc hin bng cc k thut phng vn

  • 1.4 Phn loi nghin cu Marketing(tt) Theo mc tm hiu v th trng

    1. Nghin cu khm phm Nhm mc ch tm hiu s b vn nghin cu Pht trin gi thuyt nghin cu c thc hin qua nghin cu ti bn v phng vn nhm chuyn gia

    2. Nghin cu m t Nhm mc ch m t th trng (VD:c im NTD, thi quen tiu dng) c thc hin bng cc nghin cu iu tra ti hin trng, qua cc k thut nghin cu nh lng

    3. Nghin cu nhn qu Nhm mc ch tm hiu mi quan h gia cc yu t ca th trng c thc hin qua cc k thut thc nghim

  • 1.4 Phn loi nghin cu Marketing(tt) Theo mc thng xuyn

    1. Nghin cu t xut (ad-hoc research) Nhm gii quyt vn marketing ang gp phi C th ch thc hin mt ln duy nht Kt qu nghin cu l sn phm ring ca cng ty

    2. Nghin cu lin tc c thc hin thng xuyn nhm theo di s thay i ca th trng D liu thu thp c gi l cc d liu t hp Cc cng ty NCTT thc hin NC v bn li cho khch hng ca minh

    3. Nghin cu kt hp c thc hin cho nhiu khch hng khc nhau vi mt d n nghin cu c thc hin nh k (3 thng, 6 thng)

  • 1.5 Ngi thc hin NC v ngi s dng kt qu NC

  • Ai l ngi thc hin nghin cu?

    L b phn nghin cu th trng thuc phng Marketing ca mt cng tyL cc c quan hoc cng ty nghin cu marketing chuyn nghipNgi thc hin (DOERS):

  • Ai l ngi s dng kt qu NC?Ngi s dng kt qu nghin cu (USERS):Cc nh qun tr Marketing Cc khch hng mua kt qu NC hay thu dch v NC Ngi s dng kt qu NC phi hiu bit v cc phng php nghin cu marketingCng tc cht ch vi ngi thc hin

  • Trng hp thu dch v NC hoc mua kt qu NCNh qun tr cn xem xt:Uy tn ca c quan thc hin nghin cuS ph hp vi nhu cu thng tin ca nh qun tr Tnh cp nht ca thng tin Mc tin cy ca thng tin Tc thu thp thng tin, tc nghin cu Tnh kinh t trong vic c c thng tin (chi ph)

  • Mt s vn chnh trong nghin cu marketingo lng tim nng th trngNghin cu th phn ca cc i thNghin cu ng c mua hng & cm nhn ca khch hngNhn thc thng hiuNghin cu sc kho ca nhn hiuNghin cu th nghim sn phm miNghin cu bao b sn phm

  • Nghin cu ci tin sn phmNghin cu khch hng (U&A) nhn dng nhng thay i v nhu cuNghin cu mc tha mn ca khch hngNghin cu hnh vi mua sm ca khch hngNghin cu nhu cu- ng c ca nh phn phiiu tra cc im bn l (Retail Audit)Nghin cu la chn hnh thc khuyn miNghin cu hnh vi s dng cc phng tin truyn thng i chngNghin cu gi

  • 1.6 Quy trnh nghin cu Marketing

  • Quy trnh nghin cu marketing(tt)Tin trnh 3 bc n gin:Lp d nThc hin nghin cuBo co kt qu

  • Quy trnh nghin cu marketing(tt)Quy trnh 5 bc nghin cu: Xc nh vn v mc tiu NCThit lp k hoch nghin cuThu thp d liuPhn tch d liuTrnh by kt qu nghin cu

  • Quy trnh 7 bc nghin cu1. Xc nh vn v mc tiu nghin cu2. Lp k hoch nghin cu 3. Nhn nh ngun d liu 4. Chn phng php thu thp d liu 5. Tin hnh thu thp d liu 6. X l, phn tch v din gii d liu 7. Bo co, trnh by kt qu nghin cu Quy trnh nghin cu marketing theo David Luck & Ronald Rubin

  • Xut pht t hot ng marketing ca doanh nghip Xut pht t mi trng marketingDa vo kinh nghip c nhn Hi kin cc chuyn gia trong ngnhTm kim t c s d liu th cpThc hin nghin cu khm phB1. Xc nh vn , mc tiu nghin cuXc nh vn ca nh qun trXc nh vn cn nghin cuXc nh mc tiu nghin cuTriu chng kinh doanh hay marketingNghin cu ti bnTho lun tay iTho lun nhm

  • Triu chng marketingDoanh s gim:Ch t 80% so vi k hachGim 5% so vi cung k nm ngoiTh phn gim: T 30% 20%

    Ngun thng tin: H thng bn l (Retail Audit)Ngun thng tino lng sc khe thng hiu(Brand health tracking)Nhn bit v thng hiu thpCha nhn thc ng v thng hiuT l mua lp li thp

  • Vn marketingDoanh s gimTh phn gim

    i th a ra sn phm mi ph hp vi KH hni th a ra chng trnh khuyn mi hp dni th y mnh phn phiNgi tiu dng thay u khu v trong tiu dngNgi tiu dng thay i hnh vi mua smTruyn thng cha tmChn sai knh truyn thngNhn hng kh c, kh nh Sn phm khng tha mn c khch hngChnh sch chm sc khch hng km

    Nhn bit TH thpT l mua lp li thp

  • Quy trnh nghin cu marketing (tt)

  • Quy trnh nghin cu marketing (tt)

  • 1.7 K hoch nghin cu Marketing

  • Ni dung c bn ca k hoch nghin cu1. t tn gi cuc nghin cu2. Tn c quan & nhng ngi nghin cu3. L do chn ti (mc ch ca ti) - Tr li cho cu hi: Nghin cu lm g? - Kt qu nghin cu phc v cho iu g?4. Xc nh mc tiu NC: - Phc tho nhng vn chnh phi bo co - Kt qu nghin cu bao gm nhng g?5. Phm vi/gii hn v khng gian, thi gian

  • Ni dung c bn ca k hoch nghin cu(tt)6. Xc nh nhng thng tin cn tm- Lit k danh mc thng tin cn thu thp7. Nhn dng loi thng tin v ngun thng tin- Thng tin s cp, th cp, ngun thu thp.8. Xc nh m hnh nghin cu- M hnh nghin cu m t, thc nghim

  • 9. Xc nh phng php thu thp thng tin- Thu thp thng tin th cp: NC ti bn- Thu thp thng tin s cp: Quan st, Tho lun nhm, PV tay i)10. Phng php chn mu- Phi xc sut hay theo xc sut- Hoch nh mu v kch thc mu- Tng th nghin cu (m ng)- Khung chn mu- Sai s do chn mu v khng do chn muNi dung c bn ca k hoch nghin cu(tt)

  • 11.Thi gian v bi cnh thc hin d n12. S lng nhn s tham gia thc hin d n13. Kinh ph d trNi dung c bn ca k hoch nghin cu(tt)

  • Marketing ResearchThe process of planning, collecting, and analyzing data relevant to a marketing decision.NHNG BIU THAM KHONhng biu ny c mc ch gip cc sinh vin lm quen vi cc ti liu ting Anh v tip cn vi nhng kho hng khc nhau

  • Roles of Business Research

  • Roles of Research

  • The Research ProcessDefine the problemFeedbackResearch designData collectionAnalysis, interpretation and presentation

  • The Research Process

  • Consumer ResearchPresentFindingsAnalyzeInformationPrimaryResearchQuick PrimaryResearchSecondaryResearchDefineProblemProblemRecognition

  • Marketing Research1

  • CU HI N TP V THO LUNHy tho lun vai tr ca nghin cu marketing trong qu trnh ra quyt nh ca nh qun tr.Nghin cu marketing (marketing research) v nghin cu th trng (market research) khc nhau hay nh nhau? V sao?Hy thnh lp mt nhm nghin cu t 5-8 thnh vin, chn mt d n nghin cu v vit k hoch nghin cu cho d n nyGi s cng ty bn mun tung ra mt sn phm hon ton mi, vy cng ty nn thc hin dng nghin cu no? Hy gii thch s la chn ca bn.

  • Bn Tr Si Gn (Saigon Cool), Truyn thng (Traditionalists), Tr u to (Kids with Big Heads) v Ong chm ch (Hardworking Bees)

  • Saigon Cool c im nhn dng ca nhm ny l li sng c s pha trn ca nhng yu t vn ha phng Ty v nhng gi tr truyn thng ca Vit Nam. H l nhm quan tm n hnh nh bn thn nhiu nht v h tin rng nhng thng hiu ni ting s gip phn nh phong cch ring ca h. Nhm ny kh hng ngoi v suy ngh kh thoi mi. H tin rng h s c mt tng lai sng sa bt k chuyn hc hnh nh th no. i chi vi bn b, tr chuyn v nhng tro lu mi, nhng mt mi l th tiu khin a thch ca h. Nhng vi h, dnh thi gian cho gia nh cng quan trng khng km

  • Truyn thng Nhm ny c quan im v x hi kh tng ng vi nhng quan im truyn thng ca Vit Nam. Chnh quan im truyn thng cng to cho h mt li sng vi cch tip cn cuc sng kh thn trng. H thng chun b k lng trong mi vic v thch hoch nh cho tng lai mnh. Phn ln nhng bn tr trong nhm ny vn cn ang i hc. Trong quan im truyn thng, a v c nhn rt quan trng, v vy m nhng ngui thuc nhm ny thng b hp dn bi nhng mt hng c th gip h vn n a v cao hn

  • Tr u to C th gi nhm ny bng mt ci tn khc l nhng ngi cha kp ln. Him khi no phi ngh v quyt nh nhng vn ca chnh mnh. H rt v t v ngy ng, khng c nh hng r rng v tng lai. H cho rng h quan trng i vi nhng ngi xung quanh v v vy h kh l bng bnh. H khng hng th lm vi nhng th mi m v ch thch nhng th c sn trong tm tay hn l phi tn cng khm ph.

  • Ong chm ch Nhm ny u tin hng u cho vic hoch nh tng lai, coi trng chuyn hc hnh. H sn sng dn thi gian v cng sc cho ngy hm nay gt hi nhng thnh qu ngy mai. iu ny cng c ngha l h phi tm gc li mt s th khc ca cuc i, v d nh tnh yu v cc th vui. Tuy nhin, h vn dnh thi gian th gin, mc d lm vic chm ch c mt tng lai ti sng hn lun l mc tiu hng u.Ngun: Nghin cu ca Nielsen

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