营销研究的种类 探测性研究( Exploratory) 描述性研究( Descriptive) 因果关系研究( Causal)
二、营销研究的种类 探测性研究（Exploratory） 描述性研究 （Descriptive） 因果关系研究（Causal）
Overview of Research Approaches Exploratory Descriptive Causal (Conclusive)(Conclusive) Objective Discovery of ideas Describe market Determine cause and and insights effect relationshi Development of Profile customers Answer who. what hen, where. why and way questions CharacteristicsFlexible Marked by prior Manipulation of one Unstructured formulation of or more independent Qualitative specific hypotheses abl Small sample size Quantitative Quantitative Common Focus groups Surveys Experiments Methods One-on-one depth Observation Interviews visits Observation
Overview of Research Approaches Surveys Experiments Observation Focus groups One-on-one depth interviews Customer visits Observation Common Methods Manipulation of one or more independent variables Quantitative Marked by prior formulation of specific hypotheses Quantitative Flexible Unstructured Qualitative Small sample size Characteristics Determine cause and effect relationships Describe market characteristics Profile customers Answer who, what, when, where, why and way questions Discovery of ideas and insights Development of hypotheses Objective Causal (Conclusive) Descriptive (Conclusive) Exploratory
三、市场营销研究过程 确定问题 制定研究计划 实施调查 与研究目标 报告准备 数据整 与提交 理与分析
三、市场营销研究过程 确定问题 制定研究计划 与研究目标 实施调查 报告准备 数据整 与提交 理与分析