Lektion 1_Haller.pdf

Markedsanalyse
(Informationsteori)
HD Afsætning
Foråret 2010
Jørgen Haller
[email protected]
Markedsanalyse HD
• Præsentation af deltagerne
• underviser
• studerende
• Kursusplan (pdf)
– Lærebog, supplerende
• Målsætning for kurset
– Kritiske analysekøbere snarere end
analytikere
Jørgen Haller, Jysk Analyse A/S
2
Markedsanalyse HD
• Præsentation af deltagerne
• underviser
• studerende
• Kursusplan (pdf)
– Lærebog, supplerende
• Målsætning for kurset
– Kritiske analysekøbere snarere end
analytikere
Jørgen Haller, Jysk Analyse A/S
3
Pensum lektion 1 + 2
• Burns & Bush
– kap 1-3 Intro, proces og branche
• Burns & Bush
– Kap 15 Basic Descriptives
• SPSS-kursus
– Case fra kap B&B15
Jørgen Haller, Jysk Analyse A/S
4
Plan lektion 1
• Markedsanalyseprocessen
• 11 trin ifølge B&B
• Markedsanalysebranchen
• Kort beskrivelse af udbyderne
• Brug af markedsanalyse i DK
• Artikel udleveres
Jørgen Haller, Jysk Analyse A/S
5
Plan lektion 2
• Fra data til viden og indsigt
- Datamatricen
- Kodning af svar / kodebog
- Datarensning
- Indledende beskrivelse
Øvelse i SPPS
Formål: Introduktion til SPSS
Jørgen Haller, Jysk Analyse A/S
6
(Burns/Bush Definition)
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Havde de bare smagt på det…
• COWEY Den lækre blanding af mælk og
juice, hvis succes var proportionel med
landsholdets ditto ved EM i 1996. Bortset
fra at landsholdet tabte til Kroatien og
Cowey smagte af Kroatien. At Cowey i sin
tid var sponsor for landsholdet gør ikke
nedturen mindre smertefuld.
• COWEY-reklamen med den yppige Cowey
pige er det der huskes bedst og kan
opleves på youtube
http://www.youtube.com/watch?v=6u_FglMx0QA
• COWEY opnåede en kendskabsgrad på
over 90%, og masser købte det – en gang!
Markedsanalysens driftsøkonomi
informationens
værdi
omkostninger ved
indsamling af
informationen
optimal
informationsmængde
informationsmængde
Carsten Stig Poulsen
16
Opgave
• I har fået til opgave af belyse markedet for elbiler i Danmark, med henblik på introduktion
af el-bil.
• Hvad vil i primært søge information om?
• Hvilke dele af marketing-mixet vil I fokusere
på?
• Hvilke typer(f.eks B&B p 40) af Marketing
Research vil I anvende?
The Marketing Research
Process
• An 11-step process: there is nothing
magic about 11 steps
• Few studies follow the steps in order
• Den kan også indeholde 8 trin eller…
Carsten Stig Poulsen
18
The Marketing Research
Process
•
•
•
•
•
•
•
•
Problemformulering
Informationsbehov
Valg af datakilder
Kontaktform og spørgeramme
Fastlægge population
Indsamling
Analyse
Rapport og præsentation
Danner et genkendelig og forståelig ramme for analysekøberne!
19
Step 1: Establish the Need for
Marketing Research
• Is there a real need for marketing
research?
• Research takes time and costs money.
• Marketing research is not always needed.
Carsten Stig Poulsen
20
Step 1: Establish the Need for
Marketing Research
• When is marketing research not
needed?
– The information is already available.
– Decisions must be made now.
– We can’t afford research.
– Costs outweigh the value of marketing
research.
Carsten Stig Poulsen
21
Step 2: Define the Problem
• This is the most important of the 11
steps.
• If the problem is incorrectly defined, all
else is wasted effort.
• Problems may be either specific or
general.
Carsten Stig Poulsen
22
Step 2: Define the Problem
• Problems stem from gaps between
what is supposed to happen and what
did happen and gaps between what
did happen and what could be
happening.
Carsten Stig Poulsen
23
Step 3: Establish Objectives
• Research objectives, when achieved,
provide the information necessary to solve
the problem identified in step 2.
• Research objectives state what the
researchers must do.
Carsten Stig Poulsen
24
Step 4: Determine Research
Design
• Exploratory Research: collecting
information in an unstructured and
informal manner.
• Descriptive Research refers to a set of
methods and procedures describing
marketing variables.
• Causal Research (experiments): allows
isolation of causes and effects.
Carsten Stig Poulsen
25
Step 5: Identify Information
Types and Sources
• Primary information: information
collected specifically for the problem at
hand
• Secondary information: information
already collected
Carsten Stig Poulsen
26
Step 6: Determine Methods of
Accessing Data
• Secondary data is relatively easy to
access; primary data is more complex.
• Three main choices for primary data:
– Have a person ask questions
– Use computer assisted or direct
questioning
– Allow respondents to answer questions
themselves without computer assistance
Carsten Stig Poulsen
27
Step 7: Design Data Collection
Forms
• Questionnaire must be worded objectively,
clearly, and without bias in order to
communicate with respondents.
• Software programs are available to assist
marketing researchers in preparing forms.
Carsten Stig Poulsen
28
Step 8: Determine Sample
Plan and Size
• Sample plan refers to the process used to
select units from the population to be
included in the sample.
• Sample size refers to determining how
many elements of the population should
be included in the sample.
Carsten Stig Poulsen
29
Step 9: Collect Data
• Data collection is very important because,
regardless of the data analysis methods
used, data analysis cannot fix bad data.
• Nonsampling errors may occur during data
collection.
Carsten Stig Poulsen
30
Step 9: Collect Data
• Data collection errors may be attributed to
field workers or respondents.
• Researchers must know the sources of
these errors and the controls to minimize
them.
Carsten Stig Poulsen
31
Step 10: Analyze Data
• Data analysis involves entering data into
computer files, inspecting data for errors,
and running tabulations and various
statistical tests.
• Data cleaning is a process by which raw
data are checked to verify that the data
have been correctly inputted from the data
collection form to the computer software
program.
Carsten Stig Poulsen
32
Step 11: Prepare and Present
the Final Research Report
• The last step is one of the most important
phases of marketing research.
• Its importance cannot be overstated
because it is the report, or its presentation,
that properly communicates the results to
the client.
Carsten Stig Poulsen
33
Tak fordi I lyttede.
Sådan cirka var ‘ordene’ den
11.januar i fib 4, lok. 125.