CHNG 3 H THNG THNG TIN MARKETING V NGHIN CU MARKETING

Marketing cn bn

Chng 3

Mc tiu chng
1. Cung cp nhng nhn thc cn bn v h thng thng tin marketing (MIS) 2. Hiu r c im hot ng nghin cu marketing, vai tr ca nghin cu marketing i vi doanh nghip 3. Tm hiu quy trnh v ni dung cc bc trong quy trnh nghin cu marketing

Ni dung chng
1. H thng thng tin marketing 2. Nghin cu marketing 3. Quy trnh nghin cu marketing

1.1 Khi nim v h thng thng tin marketing

H thng thng tin marketing bao gm con ngi, thit b v cc th tc thu nhp, phn loi, phn tch, nh gi, v phn phi cc thng tin cn thit, chnh xc, v ng thi im n nhng ngi ra quyt nh marketing

Philip Kotler

Vai tr ca h thng thng tin marketing

Xc nh nhu cu thng tin Khai thc/ thu thp thng tin cn thit Phn tch v phn hi thng tin

H thng thng tin marketing

NH QUN TR MARKETING
H THNG THNG TIN MARKETING

Trin khai thng tin

nh gi nhu cu thng tin Ghi chp ni b Tnh bo marketing

MI TRNG

Phn phi

thng tin

Phn tch thng tin

Nghincu marketing

QUYT NH MARKETING V TRUYN THNG

1.2 TIN TRNH T CHC H THNG THNG TIN MARKETING

1.2.1 1.2.2 1.2.3

nh gi nhu cu thng tin

Trin khai thng tin

Phn phi thng tin

1.2.1 nh gi nhu cu thng tin

Yu cu v thng tin: - y - Chnh xc - Ph tn thu thp phi thch ng vi li ch

1.2.2 Trin khai thng tin

1.2.2.1 Thu thp thng tin

H thng bo co ni b (D liu ni b) H thng thng tin bn ngoi / Tnh bo marketing H thng nghin cu marketing
1.2.2.2 Phn tch thng tin

1.2.2.1 Thu thp thng tin

a. D liu ni b
Bo co kt qu sn xut Tnh hnh tiu th Mc d tr Bo co phn tch ti chnh Hat ng marketing Chm sc khch hng T chc nhn s

* Cn ch n mc s dng thng tin trong cng ty

1.2.2.1 Thu thp thng tin

b. Tnh bo marketing
Khch hng Nhng doanh nghip v t chc m cng ty ang giao dch: nh cung cp, nh phn phi . . . Nhng c s hnh chnh khc nhau: vn phng, t chc bo v mi trng, nh chc trch a phng . . Sch/ bo/ tp ch . . . i th cnh tranh . . . Internet Mua t cc cng ty NCTT Hi ch, nghip v, trin lm . . .

1.2.2.1 Thu thp thng tin

c. Nghin cu marketing
Nghin cu ngi tiu dng: phng vn, tho lun . . . Cc chuyn gia u ngnh: ta m, cc bi vit ng trn bo, phng vn Cc i tc

1.2.2.2 Phn tch thng tin marketing

Tm ra mi quan h bn trong gia cc thng tin thu thp c tin cy ca d liu thu thp

1.2.3 Phn phi thng tin

Thng tin ch c gi tr khi:

n ng ngi c nhu cu
Kp thi

u n

1.2 TIN TRNH T CHC H THNG THNG TIN MARKETING

Gi tr thnh cng ca mt h thng thng tin marketing ph thuc vo ba yu t: - Bn cht v cht lng ca cc s liu sn c - chnh xc v tnh hin thc ca cc m hnh, k thut phn tch cc s liu - Mi quan h cng tc gia nh khai thc h thng thng tin v cc nh qun tr marketing s dng thng tin

Th no l mt h thng thng tin l tng?

-To ra bo co thng xuyn v cc nghin cu c bit khi cn thit - Kt hp cc s liu c v mi - Phn tch s liu bng cc m hnh ton hc

- Gip nh qun tr tr li cc cu hi dng nu th..

- C kh nng lu tr thng tin nh qun tr s dng khi cn thit

2. NGHIN CU MARKETING

2.1 Khi nim Nghin Cu Marketing

Nghin cu marketing l vic thit k c h thng: thit lp k hach nghin cu, thu thp d liu, phn tch v bo co bng s liu cc khm ph lin quan n mt tnh hung c bit m doanh nghip cn i ph

Philip Kotler

Mc ch nghin cu marketing

Bit ngi, bit mnh, trm trn nh, trm trn thng. Nu ta khng bit ch nhng ta bit ta th thng v bi ngang nhau. Nu ta khng bit ch m cng khng bit ta th nh trn no thua trn ny. Tn t

Mc ch nghin cu marketing
Hiu r khch hng Hiu r i th cnh tranh Hiu r tc ng ca mi trng n doanh nghip Hiu r cc im mnh, im yu ca ta

Mi quyt nh kinh doanh u phi xut pht t th trng

2.2 Vai tr ca nghin cu marketing

Nhn dng cc c hi, kh khn t mi trng Cung cp thng tin cho qu trnh ra quyt nh marketing
(khch hng, i th, .)

Tm ra phng thc hot ng v qun l hiu qu H tr cc hot ng khc ca doanh nghip Hon thin h thng marketing v marketing - mix

2.3 Phn loi nghin cu marketing

Theo c im d liu Nghin cu nh tnh Nghin cu nh lng Theo cch thc nghin cu Nghin cu ti bn Nghin cu ti hin trng (quan st, pv Theo mc tm hiu v th trng Nghin cu khm ph Nghin cu m t Nghin cu nhn qu

Theo tn sut nghin cu Nghin cu t xut Nghin cu lin tc Nghin cu kt hp

Phn loi theo c im d liu

Nghin cu nh tnh: L nghin cu trong d liu cn thu thp l d liu nh tnh. Nghin cu nh lng: L cc nghin cu trong d liu cn thu thp l d liu nh lng.

Phn loi theo cch thc nghin cu

Nghin cu ti bn: L cc nghin cu m d liu cn thu thp cho nghin cu l d liu th cp
Nghin cu ti hin trng: L cc nghin cu m d liu cn thu thp cho nghin cu l d liu s cp (quan st, phng vn )

Phn loi theo mc tm hiu v th trng

Nghin cu khm ph:
Mc ch ca nghin cu khm ph l lm sng t bn cht ca vn cn nghin cu cng nh gi cc gi thit v tng mi

Nghin cu m t:
Nhm mc ch m t chnh xc nhm xc nh ln ca mt ch tiu no . V d: khi tng ch ph khuyn mi ln 20% th doanh thu tng?

Nghin cu nhn qu:

L loi nghin
cu nhm mc ch tm mi quan

h nhn qu gia
cc bin ca th trng. V d: thu nhp bnh qun u ngi v mt s dng TD

Phn loi theo mc tm hiu v th trng

Nghin cu t xut:
Nhm mc ch gii quyt vn marketing m doanh nghip ang gp phi.

Nghin cu lin tc:

Theo di hng ngy tnh hnh th trng, tnh hnh s dng cc phng tin qung co,.

Nghin cu kt hp:
C quan nghin cu chuyn nghip thc hin nh k nghin cu cho nhiu khch hng cng lc

2.4 i tng ca nghin cu marketing

Nghin cu th trng Nghin cu v sn phm Nghin cu phn phi Nghin cu qung co Nghin cu d bo:
ng c mua ca ngi tiu dng Tm l ngi tiu dng Cch la chn phng tin qung co Ni dung qung co Hiu qu ca qung co

3. Quy trnh nghin cu marketing

Xc nh vn v mc tiu nghin cu

Thit lp k hoch nghin cu marketing

Thu thp thng tin

Phn tch thng tin

Bo co trnh by kt qu nghin cu

3.1 Xc nh vn v mc tiu nghin cu

L bc u tin v kh nht trong qu trnh nghin cu Vn nghin cu cng r rng, mc tiu nghin cu cng c th th cng d thc hin c hiu qu v t tn km iu g s xy ra nu xc nh sai vn nghin cu?

3.1 Xc nh vn v mc tiu nghin cu

Vn 1: Cty X cu M kinh doanh du nht xe gn my, mun vo th trng Vit Nam. Mc tiu h cn nghin cu l g? ln cu th trng Thi quen thay nht Gi c i th cnh tranh Vn 2: Cty Y hot ng ti Vit Nam mun tng th phn nc tng lc cu mnh. Mc tiu nghin cu: Th trng cc sn phm thay th Thi quen tiu th Vn 3: Cng ty Z kinh doanh mt s mt hng kem, mun gii thiu sn phm kem mi ti Vit Nam. Mc tiu nghin cu: S thch ngi tiu dng Mu sc v gi c Kem cu i th cnh tranh.

3.2 Xy dng k hoch nghin cu

Lin quan n vic trin khai thu thp thng tin Bao gm cc ni dung sau:
Xc nh cc d liu cn thu thp Xc nh phng php thu thp d liu Cng c nghin cu Chn mu Phng php tip cn K thut x l s liu Ngn sch nghin cu

c im

So snh c s d liu

D liu s cp

D liu th cp

Mc ch thu thp Vn trc mt Cho cc vn khc

Quy trnh thu thp

Chi ph thu thp

Chuyn su
Cao

Nhanh v d dng
Tng i thp

Thi gian thu thp

Di

Ngn

3.2 Xy dng k hoch nghin cu

Cc ni dung trong bn Research Brief gi cc cng ty nghin cu th trng RESEARCH BRIEF Project name: tn d n Research code: m s d n Agency: cty nghin cu th trng Agency Contacts: ngi lin lc Client: khch hng Client contacts: ngi lin lc Date: ngy

RESEARCH BRIEF

Background: bi cnh / t vn Objectives: mc tiu nghin cu Action Standard: l do nghin cu Additional information requirement: nhng thng tin cn thit cho vic nghin cu Target group: i tng nghin cu Location: i im nghin cu Sample size: c mu 8. Methodology: p/p nghin cu: nh tnh/nh lng 9. Other requirements 10. Timings: thi gian thc hin 11. Stimulus m aterials: cc cng c cn thit: bao b, phim 12. Budget 13. Brief Acceptance

3.3 Thu thp thng tin

tin hnh thu thp thng tin cn phi la chn cng c thu thp thng tin thch hp. D liu s cp:
Quan st Thc nghim Phng php iu tra
Phng vn Tho lun

3.3.1 Phng php quan st

L phng php thu thp d liu s cp bng cch ghi li cc hin tng, hnh vi ca khch hng, ca nhn vin cng ty v ca i th cnh tranh u im: khch quan, tng i chnh xc, kt qu nhanh chng Nhc im: kh thy mi lin h gia hin tng v bn cht. Phi quan st nhiu ln tm ra quy lut. Nu khch hng bit b quan st th hnh vi ca h s thiu khch quan

Lm sao quan st tt?

Cn nm r 5W-2H
Who, Why (i tng l ai? L do? Mc ch?) What (nhng g cn nghin cu?) When (thi gian tin hnh?) Where (a im tin hnh?) How (nh th no? Bng cch no) How many (bao nhiu im? C nhn t chc)
VD: bng quan st hnh vi mua sm ti siu th i vi mt hng nc tri cy

3.3.2 Tho lun nhm chuyn

Tho lun nhm l k thut thu nhp thng tin ph bin nht trong d n nghin cu nh tnh. Vic thu thp thng tin c thc hin thng qua hnh thc tho lun gia cc i tng nghin cu vi nhau di s dn hng ca nh nghin cu (c gi l ngi iu khin chng trnh moderator) nhm xc nh

s hiu bit, kin, khuynh hng v ng thi ca h.

3.3.2 Tho lun nhm chuyn

u im: - D dng tho lun t do v vn - Chi ph t, c phn hi nhanh - S dng nhiu phng tin, k thut h tr

3.3.2 Tho lun nhm chuyn

Mt s cu hi kch thch tho lun, o su thng tin: - Bn c ng vi quan im ny khng ? - Ti sao ? - Cn g na khng ?,

- Cn bn th sao ?,
- C nhng kin no khc khng ?

ng dng trong tho lun nhm

Khm ph thi , thi quen tiu dng. Pht trin gi thuyt kim nghim nh lng tip theo. Pht trin thng tin cho vic thit k bng cu hi cho nghin cu nh lng. Th khi nim sn phm mi ( product concept test ). Th khi nim thng tin ( communication concept test ) Th bao b, nhn hiu

Trnh t t chc tho lun nhm

Pht trin ni dung cu hi da trn yu cu/ mc tiu nghin cu Chn ngi iu phi c kinh nghim Mi chn lc i tng nghin cu (5 12ngi) Bo co chng trnh (vn , mc tiu, ngha ) Trao i, gi m tng, vn nn v nhu cu Quan st trc tip tin trnh trao i Hn ch tranh ci trnh i lc Ghi li ton b chng trnh (vit, ghi m, ghi hnh) Phn tch v chun b vn bn bo co kt qu.

Phng tho lun nhm

Knh mtchiu Phng theo di tho lun

Bn tho lun

3.3.3 Bng cu hi
Hnh thc cu hi c 2 dng: Cu hi ng Cu hi m Yu cu i vi bng cu hi: - n gin, d hiu, thng dng, chnh xc, khch quan. - Th t cu hi phi tun theo mt th t logic nh nhng cu hi gn lc gii thiu u, cc cu hi chnh gia, cui cng l cc cu hi v c trng x hi-dn s ca ngi tr li hoc ca doanh nghip hay t chc.

3.4 Phn tch thng tin

Ch phn tch s tng quan gia cc n v thng tin, mi quan h gia cc bin trong nghin cu. S dng cc cng c thng k v phn mm phn tch s liu nh Excel, SPSS, eviews

3.5 Trnh by kt qu nghin cu

Trnh by nhng pht hin hu ch h tr cho cp qun l khi a ra quyt nh cui cng Cn nu bt c cc mi quan h, cc hm v ngha ca cc kt qu nghin cu Trnh tp trung qu nhiu vo s liu thng k v k thut thng k . . .

3.5 Trnh by kt qu nghin cu

Cu trc ca mt bn bo co gm c cc ni dung sau: Trang nhan . Mc lc. Li gii thiu (vn v mc tiu cn nghin cu). Tm tt bo co. Phng php p dng trong thu thp v phn tch. Kt qu nghin cu. Kt lun v xut gii php. Ph lp.

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