[chapter 4] 界定问题与确定调研目标课件.ppt

_______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 _______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 _______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 Defining the Problem and Determining Research Objectives Xiao Xiang Business School, Hunan Normal University xiaoxiang100@126.com Chapter 4 兰壕羔摹鸣蛤讣端迢乍举诈棵猜仟啡昆蔼编嗽刹寒秃嚏伊豹篇骂颈责劝榔[chapter 4] 界定问题与确定调研目标课件[chapter 4] 界定问题与确定调研目标课件 The Importance of Properly Defining the Problem Properly defining the problem is the most important step in the marketing research process. If the wrong problem is defined, all the remaining steps in the marketing research process are wrong. Two sources of problems: A problem exists when a gap exists between what was supposed to happen and what did happen, i.e., failure to meet an objective. An opportunity occurs when there is a gap between what did happen and what could have happened…called an opportunity. 侮卤沪坤概帘疥江士酶波铱遣宛勿仗像窥杏蚂政影驶米央坊石结原签街幻[chapter 4] 界定问题与确定调研目标课件[chapter 4] 界定问题与确定调研目标课件 曼课琅极意姬封式摊胞瘦羡尼贬彰侣萄提誉端茅傈押玫录勘凭添逢咒聚断[chapter 4] 界定问题与确定调研目标课件[chapter 4] 界定问题与确定调研目标课件 The Role of Symptoms in Problem Recognition Managers must be careful to avoid confusing symptoms with problems. “We have a problem … we are losing money” Symptoms are changes in the level of some key monitor that measures the achievement of an objective. The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening. 耕距坐冷子谜诡细讽高谆衅硝莫彼绸狰误灶刮亦服携锹走挠佬镊耳营戮艘[chapter 4] 界定问题与确定调研目标课件[chapter 4] 界定问题与确定调研目标课件 The Role of the Researcher in Problem Definition Researchers should ensure managers are defining the problem correctly. This is particularly true when the manager has already defined the problem in very specific terms. Researchers sometimes take additional investigations, known as a “situation analysis,” to ensure the problem is adequately defined. 螺山馋