第二讲问题定义与调研方案设计要点解析.pdf

第二讲 问题定义与调研方案设计 Learning Objectives 1.了解调研人员与经理的区别 2.掌握定义问题的程序 3.掌握确定调研目标的程序 4.掌握调研方案的设计 1.1调研人员与经理的差异 明确经理和调研人员的差异 Problem Definition may be hindered by differences between managers researchersTo learn about the various types of firms and their functions in research. 1. Managers are: Researchers are: 2 e The Evolving l b StructureLine Staff a T Corporate Marketing Profit-oriented Information-oriented Research Departments Make general decision Interested in techniques The Marketing Research Industry Want answers Ask questions The Internet Impact Pragmatic Scholarly Users of Marketing Research Political Nonpolitical Strategic Partnering and Want symptoms to Seek the truth Global Research disappear 1.2明白管理问题与调研问题的区别与联系 管理问题（management problem）：是指决策者所面临的问题， 它所问的是“什么是决策者需要做的”问题，是以行动为导向的。 What should the decision maker do? 调研问题（research problem）：所问的是“什么信息是所需要的 ，如何获取这些信息”的问题，它是以信息为导向的。What information is needed, and how to obtain information? 调研问题受管理问题的影响和制约。 “The formulation of the problem is often more essential than its solution” 2 定义管理问题的步骤 “Defining problems accurately is more an art than a science.” Lawrence D. Gibson 1.1 Assess the background of the company, product, etc.; 1.2 Understand the decision maker’s situation; 1.3 Clarify the symptoms of the problem; 1.4 Pinpoint the suspected causes of the problem; 1.5 Specify possible solutions that may alleviate the symptoms; 1.6 Speculate on