市场营销调研

By BylineTin Wu on 
参考教材：市场营销调研

导论

1，曾伏娥；zfee@sina.com；找老师要提前联系：B242；老师很注重对于书上模型的记忆，详细到什么是成长性战略、波士顿矩阵的分界线是多少、品牌延伸是什么（讲到案例的时候的得要反应过来）。学好的标准：学完市场营销、学完市场营销调研能够为企业提供咨询。先找教材，然后找paper，再找working paper，再没有就是一个新的研究领域，告诉老师。

2，学习目的：

了解调研在市营中的地位和作用

       是一门科学

       是实质性学科的来源

       目的是解决实际的问题、发现问题

了解调研的基本概念、常用技术和方法

运用调研方法解决实际问题（上完这门课马上能够去到企业做咨询）

3，教学方式：

       讲授为主：基本的方法和技巧（占主要）

       互动学习：课堂的讨论和模拟（比如实验）

       实地调研：写出实地调研心得、体会或者调研报道，一定要是某个企业的实际问题，环境、基本面、当地走访，老师会通过股价评判，说明年会涨或跌，逻辑在哪里。

       学习团队：5人一组，组成学习团队，选择共同感兴趣的主题展开研究

课外学习：关注营销调研理论、方法与技巧；阅读相关文献、报道，学习别人的方法和技巧

4，思维哲学学三四节课，4p（产品、价格、渠道、宣传）理论每个p一节课。

5，教学要求：要能够解决实际的问题，所以要自己花很多时间学习、从头到尾做一遍。

6，考试方式：

       考试形式：实证论文+平时论文

       计分形式：实证论文50%；平时成绩50%

7，平时成绩：

       核心：保持上课时间

       基础：两次实地问卷调查（个人作业）

       提升：解决实践问题（团队作业）

              1，上市公司分析

              2，解决企业或社会实际问题

       掌握：期末实证论文撰写（个人作业）

8，三分之一的内容是读博士读硕士的内容

9，这节课本质是调研课，不仅是对市场的，还可以应用于社会学、心理学等等。可以去华师听实验心理学。

第一章   概述

1，调研的本质：发现问题、解决问题、发现本质

2，Data是最基础、最重要、最核心、最关键的，而且Data是稀缺资源。没有数据就没有信息，没有知识。

3，糖果实验——自我控制理论。

4，学姐分享会：牛客网、应届生bbs、学长姐招继任、武大线下的企业见面会都是找到实习的好机会。

5，最顶尖的四本杂志：journal of marketing science（偏数学模型）、journal of marketing（偏战略）、journal of marketing research（战略+CB）、journal of consumer research（偏消费者行为学）

6，我们是要去解决问题的，发现个问题后首先找教科书，没有就找paper，然后找未发表的paper，再没有就发现了一个新的研究方向。

7，市场营销的定义：

8，所有调研都可以从四个方面分析：环境、竞争者、消费者、企业内部（内部可以用4P分析），要注意不雅被理论限制，明显不符合的就不需要使用了。比如做个果冻就没必要去分析宏观的、政策的因素。

9，定位是根据消费者的需求来的，需要满足的价值可以从两个方面讲——功能价值、情感价值

10，产品本身挺好，就要去和消费者沟通，沟通其价值需求，包括功能价值、情感价值。

11，作业：找个产品、目标群体是谁、广告沟通出的定位，再针对目标群体做个小调研，与定位看是否有差距。有差距的话销量好不好。

大家好，曾老师课堂上布置的个人调研作业内容为：选择一种产品，可从以下方面着手 ①市场上它的竞争产品，②广告传播价值，③有无满足消费者需求，④回头看它的市场情况。格式内容无要求，文件命名【姓名-学号】。 请大家在9.29日（下周二）晚之前发往我的邮箱哈 2658815573@qq.com @全体成员

12，如何构建研究模型

研究流程：研究问题——研究问题概念化——提出理论模型——研究设计——数据搜集与分析——研究结论

       问题来源：社会现象、个人经历、已有文献

13，保研外校分享：

1、笔试是高数、线性代数、概率论

2、你的其他科目都很好，为啥数学和计量经济学不理想

3、你的背景很好，为什么不去申请国外或者清北

4、你在人工智能研究中做了什么？有什么贡献？

5、你未来有什么研究方向？

6、英文问题？简单一点

光华

1、计量经济学基础题目，设计虚拟变量添加、置信区间啥的

2、英文研究设balabal

3、a级期刊文献选读、计量经济学

4、《市场研究研究——应用导向》

清华

笔试是读文献

1、文章内容

2、文展贡献

3、实验设计有啥优劣

4、文章方向设计研究，2h

14，中介变量是回答why，解释自变量影响因变量的机制的 15，社会科学永远不要说“证明”

市场营销调研方法

  1. 定性研究
    一般来讲，定性研究可被用作试探性工具，当研究主体具有不确定性，调研人员不知道需要了解什么样的详细信息的时候，定性研究就可以对调研工作提供帮助。定性研究还可以用千创造灵感和评价创意
    1. 焦点小组访谈法
      一般由6~10 人组成，在一名主持人的引导下对某个主题或观点进行深人讨论。通过观察参与者对主题充分和详尽的讨论，调研人员可以了解他们内心的想法和产生这种想法的原因。一般来讲，焦点小组访谈的参与者与调研人员并不熟悉，事前也不了解所要讨论的主题，以防止他们产生先人为主的偏见。焦点小组访谈能够通过小组中成员的相互作用产生“群体动力”，从而获得更多、更客观的信息。“群体动力”是指小组中某个成员的反应会成为对其他人的刺激，这种相互刺激能够引起受访者更大的兴趣。
      1. 误区
        1. 数字“综合症：结果不能使用量化描述
        2. “低成本”综合症：为了降低成本而选择访谈
        3. “无根据数据“综合症：需要定量的时候不能用访谈
        4. 焦点小组如果选择了不合适的参与者，或者主持人不能够引发小组成员的充分讨论，或者主持人不能阻止强势个体压制其他参与者发表自己的意见
        5. 如果旁听的调研人员带着很强的主观感情听取参与者所讨论的内容，他会特别注意记录支待他个人见解的观点而忽视甚至反驳他所不喜欢的内容。
    2. 一对一深度访谈法
      深度访谈中的问题并非一定是事先设计好的．它们可能会随着会谈的深入而逐步展开，由受访者的回答引发出很多新的问题。一对一的交流会使受访者觉得自己更受重视，从而更愿意表达自己的真实想法，而且被访问者的观点不会像小组讨论那样受到其他被访者的影响。
    3. 启发式访谈技术
      被访问者局促不安或者由于提出的问题过于敏感或者是被访者难以清晰描述答案，在这种情况下，调研人员就要在倾听和提问的基础上使用启发式访谈技术。
      1. 间接提问。
        访问者可以向被访者提出一个其他人会怎么做、怎么想的问题
      2. 类推／符号类推。
        某些启发式技术可以开拓人们的横向想象力，通过引导被访者将访谈对象看作其他具有相似特征的物体
      3. 卡通和图画。
        卡通检验就是让受访者面对一幅描述某种情景的图画，这幕图画包含了访问者精心设计的模糊不清的情节，图中某些人物所要表述和思考的内容需要让受访者参与完成。通过解释这幅卡通图画，被访者将会透露出他对这个问题的想法。
  2. 定量研究

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