MKTG2005 Marketing Management 2024/25 Semester 1 Class 4 PDF

1 MKTG2005 Marketing Management 2024/25 Semester 1 Class 4  2 CHAPTER 8 Marketing Research: From Customer Insights to Actions  LEARNING OBJECTIVES (LO) 1 After reading Chapter 8, you should be able to: 1. Ide...

1 MKTG2005 Marketing Management 2024/25 Semester 1 Class 4  2 CHAPTER 8 Marketing Research: From Customer Insights to Actions  LEARNING OBJECTIVES (LO) 1 After reading Chapter 8, you should be able to: 1. Identify the reason for conducting marketing research. 2. Describe the five-step marketing research approach that leads to marketing actions. 3. Explain how marketing uses secondary and primary data. 4. Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. 5. Explain how data analytics and data mining lead to marketing actions. 6. Describe three approaches to developing a company’s sales forecast. (讀第 8 章後，您應該能夠： 1. 確定進行行銷研究的原因。 2. 描述導致行銷行動的五步驟行銷研究方法。 3. 解釋行銷如何使用輔助數據和主要數據。 4. 討論觀察、問卷、小組、實驗和更新的資料收集方法的使用。 5. 解釋資料分析和資料探勘如何導致行銷行動。 6. 描述制定公司銷售預測的三種方法。) © McGraw Hill LLC 3  HOLLYWOOD LOVES MARKETING RESEARCH! A film industry secret: Research! Movie title testing – Toy Story was originally titled Wind-Up Heroes. Concept testing and script assessment. Test (or preview) screening (sneak preview) Tracking studies. Social listening. (電影業的秘密：研究！ Click here to view video. 電影標題測試 - 《玩具總動員》最初的標題是《發條英雄》。 概念測試和腳本評估。 Black Widow 測試（或預覽）篩選（先睹為快） 跟踪研究。 Movie Trailer 社交聆聽。) $377 million in 1st two months © McGraw Hill LLC BFA/Alamy Stock Photo 4  THE ROLE OF MARKETING RESEARCH What is marketing research? Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. It’s a process for collecting, analyzing, and taking action. The challenges in doing good marketing research include discovering consumer taste, setting the price, and more. Five-step marketing research approach leads to marketing actions. Decision: Conscious choice among alternatives. Decision-making: Structured approach. (什麼是行銷研究？行銷研究是定義行銷問題和機會、系統地收集和分析資訊以及 建議行動的過程。 這是一個收集、分析和採取行動的過程。 做好行銷研究的挑戰包括發現消費者品味、設定價格等等。 五步驟行銷研究方法導致行銷行動。 決策：在備選方案中進行有意識的選擇。 決策：結構化方法。) © McGraw Hill LLC 5  FIGURE 8-1 Five-step marketing research approach leading to marketing actions. (分析數據並 呈現結果) (取得第二數據 和第一數據) (搜尋目標並確定可 能的行銷行動) (指定約束。 (制定並實施 確定行銷行動 行動建議並審 所需的數據。 查結果) 確定如何收集 數據) Access the text alternative for slide images. © McGraw Hill LLC 6  STEP 1: DEFINE THE PROBLEM SET THE RESEARCH OBJECTIVES 1 Set the research objectives: measurable goals the decision maker seeks to achieve in conducting the marketing research Have a clear research purpose. Identify possible marketing action. Include the business Define a challenge, the types of actions we want to influence, and the scope of how we want to frame the study in the worked example Business Problem Types of marketing research: 1. Exploratory research: use to investigate a problem which is not clearly defined, but will not provide conclusive results. A researcher starts uses this research as a medium to identify issues, that can be the focus for future research. E.g. 1st data: interview, focus group; 2nd data: literature, online sources and case studies. 2. Descriptive research: a research method used to try and determine the characteristics of a population or particular phenomenon. [but it won’t tell you why shoppers are buying a particular type of fashion item]. E.g. you can identify patterns in the characteristics of a group to essentially establish everything you need to understand apart from why something has happened. 3. Causal research (explanatory research): a type of market research that aims to establish cause-and-effect Research relationships (因果關係) between variables. E.g. It can help you understand how changing one factor, such as price, packaging, or promotion, can affect another factor, such as sales, customer satisfaction, or brand objective loyalty. Measure of success: decision markers develop specific measures of success, which are criteria or https://idstats.co/blog-1/translating- standard used in evaluating proposed solution to the problem. business-problems-into-research-objectives (中文翻譯見下頁) © McGraw Hill LLC 7  (第 1 步：定義問題 設定研究目標 ) 1 (設定研究目標：決策者在進行行銷研究時尋求實現的可衡量目標 有明確的研究目的。確定可能的行銷行動。包括業務挑戰、我們想要影響的行動類型以及我們想 要如何在工作範例中建立研究的範圍 行銷研究的類型： (定義業務問題) 1. 探索性研究 (Exploratory research)：用於調查尚未明確定義的問題，但不會提供結論性的結果。研 究人員開始使用這項研究作為識別問題的媒介，這可能是未來研究的重點。例如。第一個資料： 訪談、焦點小組；第二數據：文獻、線上資源和案例研究。 2. 描述性研究 (Descriptive research)：一種用於嘗試確定總體或特定現象特徵的研究方法。 [但它不 會告訴您為什麼購物者購買特定類型的時尚單品]。 例如。你可以辨識一個群體的特徵模式，從 本質上確定你需要理解的一切，除了為什麼會發生某些事情。 3. 因果研究（解釋性研究）(Causal research )：一種市場研究，旨在建立變數之間的因果關係（因果 關係）。例如。它可以幫助您了解改變一個因素（例如價格、包裝或促銷）如何影響另一個因素 （例如銷售、客戶滿意度或品牌忠誠度）。 (研究目的) 成功的衡量標準：決策者制定具體的成功衡量標準，這是用於評估所提出的問題解決方案的準則 或標準。) https://idstats.co/blog-1/translating- business-problems-into-research-objectives © McGraw Hill LLC 8  STEP 2: DEVELOP THE RESEARCH PLAN The research plan determines how to collect data. 1. Specify constraints (Constraints are, in a decision, the restrictions placed on potential solutions to a problem.) 2. Identify data needed for marketing actions. 3. Determine how to collect data. Concepts: Ideas about products. Methods: Approaches to collect data. (研究計劃決定如何收集資料。 1. 指定約束（在決策中，約束是對問題的潛在解決方案施加的限制。） 2. 確定行銷活動所需的數據。 3. 確定如何收集數據。 概念：關於產品的想法。 方法：收集資料的方法。) © McGraw Hill LLC 9  STEP 3: COLLECT RELEVANT INFORMATION Collect relevant information for rational, informed marketing decisions. Data – Facts and figures related to the project that are divided into two main parts: secondary data and primary data. Secondary data – the facts and figures that already exists. Primary data – the facts and figures that are newly collected. (收集相關資訊以做出理性、明智的行銷決策。 Census Bureau 數據－與項目相關的事實和數據，分為兩個主要部分：二手數據和原始數據。 二手資料－已經存在的事實和數據。 Video 主要數據——新收集的事實和數據。) Click here to view video. © McGraw Hill LLC 10  FIGURE 8-2 Types of marketing information © McGraw Hill LLC 11  STEP 3: COLLECT RELEVANT DATA SECONDARY DATA 1 Internal Data: It gives insights into company operations – understand performance and make informed decision. It help identify areas of improvement and make changes to the operations. E.g. review sales trend of new product launch (NPL) to know the impact of NPL. Marketing input data: relate to effort expended to make sales (advertising spend, salespeople call report, customer visited and content discussed) Marketing outcome data: related to results of marketing efforts (shipment sales, emails, phone calls and social media post from customers) (內部數據：它提供對公司營運的洞察——了解績效並做出明 智的決策。 它有助於確定需要改進的領域並對營運進行更改 Internal data (inside the firm) 。 例如。查看新產品上市（NPL）的銷售趨勢，了解不良貸款的 影響。 Inputs / Internal documents (budgets, financial statements, 行銷輸入資料：與銷售所花費的精力相關（廣告支出、銷售 sales call reports). 人員電話報告、拜訪的客戶和討論的內容） Outcomes (actual sales and customer communications). 行銷成果數據：與行銷工作的成果相關（出貨銷售、電子郵 件、電話和客戶的社群媒體貼文）) (內部數據（公司內部） 輸入/內部文件（預算、財務報表、銷售拜訪報告）。 結果（實際銷售和客戶溝通）。) © McGraw Hill LLC 12  STEP 3: COLLECT RELEVANT DATA SECONDARY DATA 2 External Data: It helps understand industry trends, benchmark their performance and identify new opportunities. E.g. use social media data to analyze how consumers are talking about its brand and products. (外部數據：它有助於了解行業趨勢、衡量其績效並發現新機會。 例如。使用社群媒體數 據來分析消費者如何談論其品牌和產品。_ Census Bureau (US): Syndicated panel. External data (outside the firm) Nielsen TV ratings. Social media U.S. 2020 Census – the 24th count of J.D. Power surveys. U.S. Census reports. population. IRI InfoScan. Trade association studies. American Community Survey. Trade associations. Business periodicals. Universities. Internet-based reports. U.S. 2017 Economic Census. Business periodicals. (聯合小組。 (外部資料（公司外部） (人口普查局（美國）： 尼爾森電視收視率。 社群媒體 美國 2020 年人口普查—第 24 次人口統計。 J.D. Power 調查。 美國人口普查報告。 美國社區調查。 IRI 資訊掃描。 貿易協會研究。 美國 2017 年經濟普查。) 行業協會。 商業期刊。 大學。 基於互聯網的報告。) © McGraw Hill LLC 商業期刊。) 13  MARKETING MATTERS Online Databases and Internet Resources for Marketers Resources Click here to view video. LexisNexis Provide comprehensive new Click here to view video. and company information, trends, and industries Wall Street Journal Click here to view video. Census Bureau US business, economic, and trade activity collected by government Click here to view video. US government portal – browse by USA.gov topic and key words Click here to view video. Google The most popular portal Latest US news, world news, sports, Click here to view video. The Guardian business, opinion, analysis and reviews Marketers utilize a wide variety of online databases. © McGraw Hill LLC 14  STEP 3: COLLECT RELEVANT DATA SECONDARY DATA 3 Advantages: Disadvantages: Time savings. Out of date. Inexpensive. Definitions/categories not right. (優點： 節省時間。 Not specific enough. 便宜。) (缺點： 過時了。 定義/類別不正確。 不夠具體。) © McGraw Hill LLC 15  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—WATCHING PEOPLE 1 Observational data: are the facts and figures obtained by watching, either mechanically or in person, how people actually behave. (e.g. study the effects of caffeine on sleep habits) Mechanical methods (case in the US): Nielsen’s “People Meter” – Attached to TV for measuring channel and program being watched. Nielsen’s TV ratings calculated for each TV program. 1 rating point = 1 percent of U.S. HH. Networks sell over $67 billion in ads annually. (觀察數據：是透過機械或親自觀察人們的實際行為而獲得的事實和數據。 （例如研究咖啡因對睡眠習慣的影響） 機械方法（美國案例）： 尼爾森的“People Meter”——連接到電視，用於測量正在觀看的頻道和節目。 尼爾森針對每個電視節目計算的電視收視率。 1 個評級點 = 1% 的美國家庭。 網路每年的廣告銷售額超過 670 億美元。) © McGraw Hill LLC 16  FIGURE 8-3 Nielsen Broadcast Ranking Report for network TV primetime households Rank Program Network Rating Views (000) 1 NBC Sunday Night Football NBC 5.3 16,286 2 NCIS CBS 5.0 15,415 3 FBI CBS 4.2 12,890 4 NFL THU Night Football FOX 4.2 12,859 5 Blue Bloods CBS 4.0 12,163 6 Chicago Fire NBC 3.7 11,992 7 Chicago PD NBC 3.7 11,519 Nielsen 8 Young Sheldon CBS 3.7 11,407 Ratings Click here to view video. 9 Chicago Med NBC 3.7 11,363 10 This Is Us NBC 3.7 11,254 © McGraw Hill LLC 17  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—WATCHING PEOPLE 2 Personal methods: A person wearing a headset containing numerous sensors. Watching consumers (e.g. Walmart observe shopper’s behavior; Gillette observes how consumer uses shaver at home) Mystery shopper (e.g. luxury brand, bank and theme part also embrace mystery shopper to check quality of service) Observational research: Ethnographic research (e.g. observe the subtle behavioral and emotional reasons as consumer use products at home or in car.) Neuromarketing methods: Technologies used to study the brain (e.g. Neuromarketing provided insights for Campbell Soup to change label) (中文翻譯見下頁) © McGraw Hill LLC (photo): Michael Staudt/VISUM/Redux; background image): xpixel/Shutterstock 18  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—WATCHING PEOPLE 2 A person wearing a headset containing numerous sensors. (個人方法： 觀察消費者 (Watching consumers )（例如沃爾瑪觀察購物者的行為；吉列觀察 消費者如何在家中使用刮鬍刀） 神秘顧客 (Mystery shopper )（例如奢侈品牌、銀行和主題部分也採用神秘顧客 來檢查服務品質） 觀察性研究 (Observational research)：人類學研究（例如，觀察消費者在家中 或車內使用產品時的微妙行為和情感原因。） 神經行銷方法：用於研究大腦的技術（例如神經行銷為金寶湯改變標籤提供了見 解）) © McGraw Hill LLC (photo): Michael Staudt/VISUM/Redux; background image): xpixel/Shutterstock 19  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—ASKING PEOPLE 1 Questionnaire data are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. Idea generation methods: Coming up with ideas. Individual interviews (In-depth interviews: ask lengthen questions to probe for underlying ideas and feelings) Start at 3:27 Focus groups (@ 6 to 10 customers; opinion about the firm’s & competitor products, how they use them and any unmet needs, one-way mirror enable observation.) (中文翻譯見下頁) © McGraw Hill LLC Marmaduke St. John/Alamy Stock Photo 20  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—ASKING PEOPLE 1 (問卷資料是透過詢問人們的態度、意識、意圖和行為而獲得的事實和數據。 想法產生方法：提出想法。 個人訪談（深度訪談：提出較長的問題以探討潛在的想法和感受） 焦點小組（@ 6 到 10 位客戶；對公司和競爭對手產品的意見、他們如何 使用這些產品以及任何未滿足的需求，單向鏡子可以進行觀察。）) 3點27分開始 © McGraw Hill LLC Marmaduke St. John/Alamy Stock Photo 21  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—ASKING PEOPLE 2 Idea evaluation methods: Testing an idea Personal interview surveys (get reaction to visual materials) Telephone interviews (flexible but response rate may be low) Mail surveys (possible biased) Online (e-mail/Internet) surveys (cost-effective, quick turnaround time; but may be perceived as junk email) Mall intercept interview surveys (respondent may not be the target consumer) (想法評估方法：測試想法 個人訪談調查（獲取對視覺材料的反應） 電話訪談（靈活但回覆率可能較低） 郵件調查（可能有偏見） 線上（電子郵件/網路）調查（經濟高效、週轉時間短；但可能被視為垃圾 電子郵件） 商場攔截訪談調查（受訪者不一定是目標消費者）) Click here to view video. 3. Boomer Tech - 6:39 2. Millennial Move - 6:56 Trend Hunter 1. Gen Z Creative - 7:27 Top 20 Trends in 2022 © McGraw Hill LLC 22  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—QUESTION FORMATS Questions must be precise to get clear answers from respondents. 1. Open-ended questions (e.g. Why did you tender your resignation?) 2. Closed-end or fixed alternative questions (e.g. Do you enjoy your work?) 3. Dichotomous questions – closed end but not allow for further explanation (e.g. Did you leave the company because of limited career development opportunities?) (二分法问题) 4. Semantic differential questions (e.g. get your participants' view lies on a continuum between two contrasting adjectives such as “Strong”…..”Weak”) 5. Likert scale questions (e.g. 7-point scale that is used to allow an individual to express how much they agree or disagree with a particular statement.) (問題必須準確，才能從受訪者那裡得到明確的答案。 1. 開放式問題（例如為什麼提出辭職？） 2. 封閉式或固定的替代問題（例如，你喜歡你的工作嗎？） 3. 二分法問題－封閉式但不允許進一步解釋（例如，您是否因為職業發 展機會有限而離開公司？） 4. 語意差異問題（例如，讓參與者的觀點取決於兩個對比形容詞之間的 連續統一體，例如「強」…「弱」） 5. 李克特量表問題（例如 7 點量表，用於讓個人表達他們對特定陳述的 同意或不同意程度。）) © McGraw Hill LLC 23  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—QUESTION FORMATS Semantic differential scale Likert scale The Scale Range -3 to +3 1 to 5 or 7 (量程範圍) The Bipolarity measure a wide range of concepts, from two poles (for example, “agree” and (兩極格局) attitudes and opinions to emotions and “disagree” (兩個極點（例如，“同意”和“不 perceptions (衡量廣泛的概念，從態度和意見到 同意”) 情感和看法) Uses contrasting words “High” & “Low” to “1,” “2,” “3,” “4,”, “5”, “6” & “7” to represent the levels of stress a person is represent the levels of stress a person is experiencing. (or “Strong” & “Weak” to experiencing (or “1” to “7” to describe describe leadership) (使用對比詞「高」和 the leadership strength) (「1」、「2」、 「低」來表示一個人正在經歷的壓力程度。 （或 「3」、「4」、「5」、「6」和「7」代表一個 用「強」和「弱」來描述領導力）) 人正在經歷的壓力程度（或「1」到「7」來描述 領導力）) © McGraw Hill LLC 24  Exercise: Different types of questions in a sample Wendy’s survey (Q1 – Q4) What type of this question? 1. What things are most important to you when you decide to eat out at a fast food restaurant? Blank 2. Have you eaten at a fast-food restaurant in the past month? Yes No 3. If you answered yes to question 2, how often do you eat at a fast-food restaurant? Once a week or more 2 to 3 times a month Once a month or less 4. How important is it to you that a fast-food restaurant satisfies you on the following characteristics? Characteristic Very important Somewhat important Important Unimportant Somewhat important Very unimportant Very Important, Taste of food Radio button icon. Somewhat important, Taste of food Radio button icon. Important, Taste of food Radio button icon. Unimportant, Taste of food Radio button icon. Somewhat important, Taste of food Radio button icon. Very unimportant, Taste of food Radio button icon. Taste of food Very Important, Cleanliness Radio button icon. Somewhat important, Cleanliness Radio button icon. Important, Cleanliness Radio button icon. Unimportant, Cleanliness Radio button icon. Somewhat important, Cleanliness Radio button icon. Very unimportant, Cleanliness Radio button icon. Cleanliness Price Very Important, Variety of menu Radio button icon. Somewhat important, Variety of menu Radio button icon. Important, Variety of menu Radio button icon. Unimportant, Variety of menu Radio button icon. Somewhat important, Variety of menu Radio button icon. Very unimportant, Variety of menu Radio button icon. Variety of menu © McGraw Hill LLC 25  Exercise: Different types of questions in a sample Wendy’s survey (Q5 – Q6) What type of this question? 5. For each of the characteristics listed below check the space on the scale that describes how you feel about Wendy’s. Mark an X on only one of the five spaces for each characteristic listed. Characteristic Check the space that describes the degree to which Wendy’s is… Taste of food Tasty Blank _____ _____ _____ _____ Not Tasty Cleanliness Clean Blank _____ _____ _____ _____ Dirty Price Inexpensive Blank _____ _____ _____ _____ Expensive Variety of menu Broad Blank _____ _____ _____ _____ Narrow 6. Check the response that describes your agreement or disagreement with each statement listed below. Statement Strongly Agree Agree Don’t Know Disagree Strongly Disagree Strongly Agree, Adults like to take families to fast-food restaurants Radio button icon. Agree, Adults like to take families to fast-food restaurants Radio Don’t Know, Adults like to take families to fast-food restaurants Radio button icon. Disagree, Adults like to take families to fast-food restaurants Radio button icon. Strongly Disagree, Adults like to take families to fast-food restaurants Radio button icon. button icon. Adults like to take families to fast-food restaurants. Strongly Agree, Our children have a say in where the family chooses to eat Radio button icon. Agree, Our children have a say in where the family chooses to eat Don’t Know, Our children have a say in where the family chooses to eat Radio button icon. Disagree, Our children have a say in where the family chooses to eat Radio button Strongly Disagree, Our children have a say in where the family chooses to eat Radio button icon. Radio button icon. icon. Our children have a say in where the family chooses to eat. © McGraw Hill LLC 26  Exercise: Different types of questions in a sample Wendy’s survey (Q7 – Q8) What type of this question? 7. How important are each of the following sources of information to you when selecting a fast-food restaurant at which to eat? (Check one response for each source listed. Source of Information Very Important Somewhat Important Not at All Important Very Important, Television Radio button icon. Somewhat Important, Television Radio button icon. Not at All Important, Television Radio button icon. Television Very Important, Newspapers Radio button icon. Somewhat Important, Newspapers Radio button icon. Not at All Important, Newspapers Radio button icon. Newspapers Radio Very Important, Billboards Radio button icon. Somewhat Important, Billboards Radio button icon. Not at All Important, Billboards Radio button icon. Billboards Internet Very Important, Social networks Radio button icon. Somewhat Important, Social networks Radio button icon. Not at All Important, Social networks Radio button icon. Social networks 8. How often do you eat out at each of the following fast-food restaurants? (Check one response for each restaurant listed.) Restaurant Once a Week or More 2-3 Times a Month Once a Month or Less Once a Week or More, Burger King Radio button icon. 2-3 Times a Month, Burger King Radio button icon. Once a Month or Less, Burger King Radio button icon. Burger King Once a Week or More, McDonald’s Radio button icon. 2-3 Times a Month, McDonald’s Radio button icon. Once a Month or Less, McDonald’s Radio button icon. McDonald’s Once a Week or More, Wendy’s Radio button icon. 2-3 Times a Month, Wendy’s Radio button icon. Once a Month or Less, Wendy’s Radio button icon. Wendy’s © McGraw Hill LLC 27  Exercise: Different types of questions in a sample Wendy’s survey (Q9) What type of this question? 9. As head of the household, please answer the following questions about you and your household. (Check only one response for each question.) a. What is your gender? Male Female b. What is your marital status? Single Married Other (widowed, divorced, etc.) c. How many children under age 18 live in your home? 0 1 2 3 or more d. What is your age? Under 15 25 – 44 45 or older e. What is your total annual individual or household income? Less than $15,000 $15,000-$49,000 Over $49,000 © McGraw Hill LLC 28  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—OTHER SOURCES 1 Primary data from other sources: Social media can provide ideas for new products and services. (e.g. Frito-Lay ask people to vote for new flavor via Twitter, IG and Snapchat.) Use social media listening tools (e.g. Brandwatch, Brand24. Digimind) Social media metrics: Reach, Impression, Engagement rate (like & share); amplification rate (# of time post shared by followers); audience growth rate; virality rate (# of time posed share by all people) (其他來源的主要數據： 社群媒體可以為新產品和服務提供創意。 （例如，Frito-Lay 要求人們 透過 Twitter、IG 和 Snapchat 投票選出新口味。） 使用社群媒體聆聽工具（例如 Brandwatch、Brand24、Digimind） 社群媒體指標：覆蓋率、印象、參與率（按讚和分享）；放大率（追蹤者分 享貼文的時間數）；觀眾成長率；病毒式傳播率（所有人分享的時間數）) Very practical and important KPIs for your future online marketing campaign. https://www.forbes.com/advisor/business/social-media-metrics/ © McGraw Hill LLC 29  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—OTHER SOURCES 2 When marketer wants to know how consumer change behavior over time, they will take successive measurement of the same people group. Panels: A sample of consumers or stores from which researchers take a serious of measurement (purchase frequency, brand and value). Cons: need to replace similar profile for those drop out. E.g. Food manufacturer can measure the extent of brand switching. Experiments: By changing independent variable (The cause or drivers = marketing mix elements) will change the behavior of the dependent variable that is studied (the result = purchase). E.g. McDonald’s tested delivery service to assess consumer interest before deciding to expand. (當行銷人員想要了解消費者隨著時間的推移如何改變行為時，他們將對 同一群體進行連續測量。 小組：研究人員對其進行嚴格測量的消費者或商店樣本（購買頻率、品牌 和價值）。 缺點：需要為那些輟學的人更換類似的配置。 例如。食品製造 商可以衡量品牌轉換的程度。 實驗：透過改變自變數（原因或驅動因素=行銷組合元素）將改變所研究的 因變數的行為（結果=購買）。 例如。麥當勞在決定擴張之前測試了送貨 服務以評估消費者的興趣。) © McGraw Hill LLC 30  STEP 3: COLLECT RELEVANT DATA PRIMARY DATA—OTHER SOURCES 3 Big data: Describes large amounts of data collected from a variety of sources and analyzed with sophisticated set of technologies. Information technology involves operating computer networks that can store and process data. Intelligent enterprise is the capability to use technology and analytics (e.g. Apache’s Hadoop and Google’s Bigtable) to convert data into useful information that will answer marketing Use Bigtable in Google Earth, web indexing, and Google Analytics questions. Data mining: Extracting hidden predictive information to find patterns and links between consumers purchase and marketing actions. It collected via tracking devices e.g. cookies and apps and enables personalization and targeting. But it reveals personal information. (大數據：描述從各種來源收集並使用複雜技術進行分析的大量數據。 資訊科技涉及操作可以儲存和處理資料的電腦網路。 智慧企業是指使用技術和分析（例如 Apache 的 Hadoop 和 Google 的 Bigtable）將資料轉換為有用資訊來回答行銷問題的能力。 資料探勘：提取隱藏的預測訊息，以尋找消費者購買和行銷行為之間的 模式和連結。它透過追蹤設備收集，例如cookie 和應用程序，並實現個人 化和定位。 但它會洩漏個人資訊。) © McGraw Hill LLC Reuters/Alamy Stock Photo 31  FIGURE 8-5 How marketing researchers and managers use information technology to turn information into action. Access the text alternative for slide images. © McGraw Hill LLC Todd Warnock/Lifesize/Getty Images 32  STEP 3: COLLECT RELEVANT DATA ADVANTAGES/DISADVANTAGES OF PRIMARY DATA Advantages of primary data: Disadvantages of primary data: More flexible. Expensive. More specific to the problem. Time consuming to collect. (原始資料的優點： (原始資料的缺點： 更靈活。 昂貴的。 更具體地解決問題。) 收集起來很花時間。) © McGraw Hill LLC 33  WENDY’S CUSTOMER SATISFACTION SURVEY ALLOWS FEEDBACK ON MEAL EXPERIENCE. USING A WENDY’S RECEIPT CODE, TAKE THE SURVEY AT WWW.TALKTOWENDY.COM Customer Satisfaction Survey Extremely Dissatisfied Neither Extremely Satisfied Overall how satisfied were you with THIS Radio Button. experience at THIS Wendy’s restaurant? Extremely Unlikely Neither Extremely Likely Based on THIS experience, would you be Radio Button. likely to recommend THIS Wendy’s restaurant? Extremely Dissatisfied Neither Extremely Satisfied How satisfied were you that this visit to Radio Button. Wendy’s was worth the money you spent? © McGraw Hill LLC 34  STEP 3: COLLECT RELEVANT DATA ADVANTAGES/DISADVANTAGES OF CROSS TABS 1 Developing cross tabulations: A cross tabulation is a method of presenting and analyzing data involving two or more variables to discover relationships in the data. Also known as a “cross tab.” (e.g. age against fast-food purchase) Can show raw data and percentage responses to question It can lead to biased conclusion as it based on too few observation and some relationships are hidden. Interpreting cross tabulations: Young people under 25 years of age are heavy users of fast-food, and therefore marketer should develop marketing actions to reach them. (開發交叉表： 交叉製表是一種呈現和分析涉及兩個或多個變數的資料以發現資料中的關係的方法。 也稱為“交 叉表”。 （例如反對購買快餐的年齡） 可以顯示原始數據和問題回答百分比 它可能會導致有偏見的結論，因為它基於太少的觀察並且隱藏了一些關係。 解釋交叉表： 25 歲以下的年輕人是快餐的大量使用者，因此行銷人員應該制定行銷行動來吸引他們。) © McGraw Hill LLC 35  FIGURE 8-6 Two forms of a cross tabulation relating age of head of household to frequency of fast-food restaurant patronage Access the text alternative for slide images. © McGraw Hill LLC 36  STEP 4: DEVELOP FINDINGS (by reviewing the 4 charts dashboard) Annual sales – (A) Tony’s pizza is table but virtually flat from 2016 to 2019 Average annual sales per household: (B) steady decline over the past four year from 3.4 to 3.1 pizza per household. But average household purchase of pizza (C) increase that implies people choose other pizzas than Tony’s. (C) Household with 3-4 or above 5 are consuming less pizza. The biggest decline came from household with children in the 6 to 12 age group. (年銷售額 – (A) 2016 年至 2019 年東尼披薩銷售穩定，但 幾乎持平 每戶平均年銷售額：(B) 過去四年穩定下降，從每戶 3.4 個 披薩減少到 3.1 個。 但平均家庭購買的披薩 (C) 增加，這 意味著人們選擇了托尼披薩以外的其他披薩。 (C) 擁有 3-4 人或 5 人以上的家庭消費的披薩較少。 下降幅度最大的是 6 至 12 歲兒童的家庭。) © McGraw Hill LLC 37  STEP 5: TAKE MARKETING ACTIONS Research doesn’t stop with findings. 1. Make action recommendations (e.g. An advertising campaign that target to children 6 to 12 years old) 2. Implement the action recommendations. (e.g. research show that children like colorful cues with funny and friendly characters. Based on the inputs, the advertising agency develops several sample digital ads for review.) 3. Evaluate the results: Evaluate the decision itself (e.g. evaluate the new ads induce additional sales and appeal to kids) Evaluate the decision process. (e.g. would the marketing research and analysis used to develop the recommendations effective? Always looks for ways to improve analysis and results) (研究不止於發現。 1. 提出行動建議（例如針對 6 至 12 歲兒童的廣告活動） 2. 落實行動建議。 （例如，研究表明，孩子們喜歡帶有有趣和友好的角 色的彩色提示。根據輸入，廣告公司開發了幾個示例數位廣告以供審 核。） 3. 評估結果： 評估決策本身（例如評估新廣告是否會帶來額外的銷售並吸引兒童） 評估決策過程。 （例如，用於制定建議的營銷研究和分析是否有效？ 始終尋找改進分析和結果的方法）) © McGraw Hill LLC 38  SALES FORECASTING TECHNIQUES 1 A sales forecast consists of the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. Judgments of the decision maker: Direct forecast (estimate the value of the forecast such as daily sales) Lost-horse forecast (involves starting with the last known value of the item being forecast) Surveys of knowledgeable groups: Survey of buyers’ intentions forecast (ask prospective customers if they are likely to buy the product) Salesforce survey forecast (salespeople to estimate sales during a forthcoming period, normally upcoming 6-month to 1-year, plus estimated new product sales) (銷售預測包括公司預期在特定時間內、特定環境條件下銷售的產品的總銷售額以及其自身的行銷努力。 決策者的判斷： 直接預測 (Direct forecast )（估算每日銷售額等預測值） 失馬預測 (Lost-horse forecast )（涉及從被預測項目的最後已知值開始） 對知識群體的調查： 購買者意圖預測調查 (Survey of buyers’ intentions forecast )（詢問潛在客戶是否有可能購買該產品） Salesforce 調查預測 (Salesforce survey forecast )（銷售人員估計未來一段時間內的銷售額，通常是 6 個月到 1 年，加上估計的新產品銷售額）) © McGraw Hill LLC 39  SALES FORECASTING TECHNIQUES 2 Statistical Methods Trend extrapolation: Extending a pattern observed in past data into the future, assumption is the underlying relationships will continue into the future. [Linear trend extrapolation - When the pattern is described with a straight line] (統計方法 趨勢外推：將過去數據中觀察到的模式擴展到未來，假設潛在的關係將持 續到未來。 [線性趨勢外推 - 以直線描述形態時]) Remarks: In actual commercial situation, salesperson will assess the impact of past events and upcoming events and make a judgement call on the forecast sales number. Normally sales and marketing team will work together in sales projections. (備註：在實際商業情況下，銷售人員會評估過去事件和即將發生的事件 的影響，並對預測的銷售數字做出判斷。 通常銷售和行銷團隊會在銷售 預測中合作。) © McGraw Hill LLC 40 © McGraw Hill LLC 41