02 萬丈高樓平地起：建構顧客關係行銷資料庫

解構大數據謎團
透視消費者行為
課程大綱
節次主題
1 大數據時代之行銷戰略
2 萬丈高樓平地起：建構顧客關係行銷資料庫
3 顧客價值的解析與策略運用：ARFM模型
4 海誓山盟：顧客終身價值與遷徙路徑之預測
5 啤酒與尿布、廚具與內褲：購物籃分析
6 透視需求、百步穿揚：新產品推薦系統
7 物以類聚，人以群分：顧客的分群與複製
8 消費行為大透視：理論、模型、預測、決策
臺灣行銷科學學會 timspower.com No Brand, No Gain!

大數據行銷實務人員面對決策問題時…
找尋適切的行銷理論基礎；
定義關鍵的行為績效變量；
轉成核心的行銷研究問題；
採取適當的行銷研究設計；
透過多樣的資料搜集方法；
應用正確的統計分析模式；
配合動態的行銷策略理論；
擬定具體可行的行動方案。
臺灣行銷科學學會 timspower.com No Brand No Gain!
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簡報大綱
1. 資料庫行銷管理系統之特性
The Characteristics of Database Marketing Management System
2. 建構行銷資料庫的流程
The Framework of Building Marketing Database
3. 發展行銷資料庫的策略思維
Some Strategic Thoughts for Developing Marketing Database
4. 客戶基本靜態資料檔
Static Customer Profile Data Structure
5. 客戶交易動態資料檔
Dynamic Customer Transaction Data Structure
6. 交易日期與產品特性資料檔
Characteristics of Transaction Date and Products Data Structure
可運用資料庫行銷廠商類型及特性
客戶客戶客戶購買購買
廠商類型對象數量類型頻度內容
百貨零售業消費者極多多樣高多樣
金融服務業消費者極多多樣高多樣
生產製造業公司多較同質中較同質
觀光旅館業消費者多多樣低同質
汽車經銷商消費者多多樣低同質
流通服務業公司不多較同質中較同質
我們公司 ? ? ? ? ?

資料庫行銷管理系統之SKF 人
系統維護人員
電腦專家
系統開發人員
高級統計分析人員
統計專家
資料分析人員
高階戰略規劃人員
策略專家
行銷戰術策劃人員
品牌經理人員
管理銷售專家
銷售業務人員
一般公司內的管理資訊系統是由那個部門設計的？
總管理處
人事部門生產部門會計財務部門行銷部門
人力資源資物料存貨資
財會資訊系統？
訊系統訊系統

行銷組織架構
The Framework of Marketing Organization
Purpose ● Procedure ● Performance
行銷研究
Marketing Research
行銷溝通行銷組織行銷系統

Marketing Communication Marketing organization Marketing System
產品規劃
Product Planning

產品規劃 Product Planning
項目目的
 產品政策之擬定 • 發揮最大綜效
產品政策管理  現有產品線深度與廣度 • 建立決策的系統性與適
Product Policy & Management
之規劃應性
 整合前端行銷研究 • 找出消費者「癢點」
新產品開發策略  品牌定位策略
• 抓出競爭者「痛點」
New Product Development  行銷組合策略
 最適定價策略 • 打出自己的「亮點」

行銷溝通 Marketing Communication
項目目的
 廣告策略
對外溝通  公關活動 • 價值傳遞
External  促銷策略 • 形象傳遞
Communication  人員銷售
• 品牌內化
對內溝通  跨部門品牌共識營 • 品牌傳承
Internal  內部企業講座 • 連結企業內核心價值
Communication

行銷研究 Marketing Analysis
項目目的
• 品牌在市場的定位
市場分析  品牌知覺定點陣圖(問卷) • 產業現況與趨勢
Marketing Analysis  品牌價值分析(聯合分析) • 潛在市場發掘
• 品牌知名度
• 顧客輪廓描述
 顧客知覺價值分析(問卷)
顧客分析 • 顧客行為調查
 顧客購買動機分析(問卷)
Customer Analysis • 未被滿足需求
 顧客購買紀錄分析(CRM)
• 潛在顧客規模分析
 建立集團各子單位專屬之
企業自我評量行銷能耐指標系統 • 企業動態競爭力檢視
Company Self-Evaluation (Marketing Capability • 比較其他同業行銷能力
Index)

行銷系統 Marketing System
項目目的
• 庫存管理
 產品品名、品項編碼
產品編碼  服務模式編碼
• 商品重新組合
Product Coding • 購物籃分析
 資料維護
• 新產品推薦系統
 顧客消費行為資料庫 • 顧客終身價值與遷徙路
顧客編碼  顧客基本資料編碼徑之預測
Customer Coding  資料維護 • 顧客的分群與複製
• 潛在顧客分析
• CRM系統建立
交易資料庫建置  整合產品資料、顧客資
• 決策支援系統
Data Analysis 料
• 智慧商業模式

Information System


Decision Support Systems (DSS)

decision problems
 retrieve transform
disseminate
 interact

interpret

Marketing Decision Support Systems

Marketing Research in Practice
Programmatic • Develops market options through market

segmentation, market opportunity analysis, or
Research consumer attitude and product usage studies
Selective • Tests different decision alternatives such as

new product concept testing, advertising copy
Research testing, pretest marketing, and test marketing
Evaluative • Evaluation of performance of programs

Research

Marketing Decision Support Systems
Managers’ need for decision-relevant information:
Special analyses to
Routine comparisons Periodic exception
evaluate the sales
of current performance reports to assess which
impact of particular
against past trends on sales territories or
marketing programs,
each of the key accounts have not
and to predict what
measures of matched previous years’
would happen if
effectiveness purchases
changes were made

Characteristics of MDSS

Components of MDSS
Manager
Database
Reports and Displays Modeling Display
Analysis capabilities Analysis Database
Models
Environment

Participants in Marketing Research Activities
Information Users
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
Information Suppliers: Information Suppliers:

Inside the Company Outside the Company
• Marketing research department • Research consultants
• Sales analysis group • Marketing research suppliers
• Accounting department • Advertising agencies
• Corporate strategic planning

Information Suppliers and Services

Factors Influencing Choice of Information Supplier
Lack of specialized skills or experience internally in that area
Use outside help to boost internal capacity in response to urgent

deadlines
It may be cheaper to go outside
Outside suppliers may have special facilities or competencies which

would be costly to duplicate for a single study
Political considerations may dictate use of a credible outside research

specialist
Research findings by an outside supplier is more credible especially in

litigation or in proceedings before regulatory or legislative bodies.

Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised data, advice, or conclusions:
A thorough search for companies with an expertise in the area

of study
Selection of a small number of bidders on the basis of

recommendations of colleagues or others with similar needs
Personal interviews with potential project leaders, asking for

examples of previous work, their procedures for working with
clients, and ability to provide references
Check of the references of each potential supplier, with special

attention to comments on expertise, creativity, and the quality
and adequacy of resources available

International Market Research Industry
Percentage of Worldwide Market Research

Expenditure Per Country
United States 60%

United Kingdom 18%
Japan 3%
Rest of World 19%
Source: Jack Honomichl, “Top 25 Global Research Organization,” Marketing News, August 30, 20011:p.16

Career Opportunities in Marketing Research
Marketing Research Analyst
Marketing Information Manager
Project Manager
Director of Market Research
Research Account Manager
Research Analyst
Methodologist
簡報大綱
決策問題的
發現或產生
抽樣樣本的建置
研究問題的設定抽樣及樣本
方案的選擇
探索性研究
方案的選擇
隨機抽樣非隨機抽樣
次級資料專家訪談或其他質性

文獻回顧焦點團體訪談研究方法
資料蒐集資料的蒐集
研究問題的
定義或陳述
資料編輯與編碼
研究設計資料的分析
研究設計的規劃方案的選擇
資料處理與分析
描述性研究因果性研究
• 市調 – 電話訪問 • 實驗設計法
結果與發
• 市調 – 郵寄問卷調查 • 時間序列資料分析
現的解讀
• 市調 – 人員訪問 • 縱橫結構資料庫分析研究發現
(Panel Structure Database Analysis) 的解讀
研究報告
與提報
撰寫與簡報

建構行銷資料庫的流程
每一種行銷決各項資訊要透
管理者需要作
策所需要的資過何種分析方
那些行銷決策？
訊是什麼？法獲得？
各式分析方法如何定義資料每個欄位的資

所需之資料型庫中的各個欄料如何轉成問
態為何？位？卷內的題目？
每份問卷要透
過何種管道加
以蒐集？

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簡報大綱
Strategic Planning Matrix
質量並重
屬質性屬量性
供
供給面競爭者態勢分析結構趨勢分析
需
兼
需求面消費者行為分析潛在需求分析
顧
橫斷面縱斷面
縱橫交錯

關聯性市場結構分析
(Relational Market Structure Analysis)
市場結構構面決策輔佐
1. 地理構面(Area) 1. 評估銷售績效
2. 廠牌構面(Brand) 2. 掌握競爭態勢
3. 顧客構面(Customer) 3. 研發通路策略
4. 規格構面(Design) 4. 擴展產品深度
5. 情境構面(Essence) 5. 研擬廣告訴求
6. 品型構面(Form) 6. 蒐尋研發方向

Comparison of Brand Performance with Industry Trend
Gaining Insights from a MDSS
萬丈高樓平地起：
建構顧客關係行銷資料庫
行銷黑手
Building a Marketing Database before you can
do any Database Marketing

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簡報大綱
客戶基本的資料檔案
 會員號碼、登記日期
 姓名、住址、電話
 生日、性別
 教育程度、職業、職位
 年收入、居住型態
 家庭成員、生命週期
 休閒活動、嗜好
 資訊收受種類
 生活型態、人格特質
 消費通路型態
 個人秘密檔案（My Profile）
申請日 年月日
姓名
性別 男 女
身份證字號 
出生年月日 年月日
基隆市台北市台北縣桃園縣新竹縣新竹市苗栗縣台中市
台中縣彰化縣雲林縣南投縣嘉義縣嘉義市台南市台南縣
居住縣市
高雄市高雄縣屏東縣宜蘭縣花蓮縣台東縣澎湖縣金門縣
連江縣
郵遞區號 
縣市鄉鎮市區村里路街段巷弄
聯絡住址
號樓之
聯絡電話（）-
行動電話 --
E-mail
學歷 國中(含)以下 高中/職 專科 大學 研究所(含)以上
進出口貿易業 電腦電子相關產業 農產畜牧寵物相關業 網際網路
百貨零售業 企管/行銷顧問公司法律/會計/建築事務所
所處之 金融保險業  MIS 軟體業 塑化紡織業 文化印刷業
產業類別 光學精密業 運輸物流業 生化醫療業 光電通信業
機械設備業 保全警衛業 文教團體業 水泥建築業
食品飲料業 金屬鋼鐵業 餐飲旅遊業 傳銷 其他
行政人員 行銷/銷售人員 專業人員(醫師、老師) 工程師

職稱
客服人員 家庭主婦 自營公司 待業中
公司規模 50 人以下 51~150 人 151 人以上

 家庭秘辛（My Family）
未婚
婚姻狀況
已婚，小孩數目人，小孩年次（民國）
家庭可支配 25000 元(含)以下 25001~35000 元 35001~45000 元
所得 45001~55000 元 55001 元(含)以上
家庭人口數人（居住於同一住所者）
居住情況 自己所有 家族所有 租賃 宿舍，坪數坪
家中商品
自己 兄弟姊妹 父母 祖父母 朋友 小孩 其他
購買決定者
家庭劇院，已擁有年月 冰箱，已擁有年月
電視機，已擁有年月 電鍋，已擁有年月
錄放影機，已擁有年月 烤麵包機，已擁有年月
DVD，已擁有年月 電磁爐，已擁有年月
VCD，已擁有年月 微波爐，已擁有年月
伴唱機，已擁有年月 烤箱，已擁有年月
擁有的 3C 產品
音響，已擁有年月 洗衣機，已擁有年月
種類及年份
桌上型電腦，已擁有年月 烘乾機，已擁有年月
筆記型電腦，已擁有年月 冷氣機，已擁有年月
印表機，已擁有年月 電風扇，已擁有年月
掃描器，已擁有年月 除濕機，已擁有年月
空氣濾清機，已擁有年月
吸塵器，已擁有年月
 興趣搜括（My Preference）
有無上網習慣
無 有，平均每日上網小時
入口網站 影視娛樂網站 休閒旅遊網站 醫療保健網站 
最常瀏覽的
線上購物網站新聞媒體網站 投資理財網站 政府機關網站運動
網站類型
體育網站飲食天地網站
公車族 機車族 開車族 捷運族 電影族 PUB 族
哈日族 咖啡族 股票族 菜籃族 踏青族 運動族
最足以說明您個人
夜貓族 網路族 電視族 睡覺族 文藝族 瑜珈族
生活型態的描述
追求新知族 土風舞族 娛樂新聞族 AV 族 KTV 族
及時行樂族 Shopping 族
最常使用交通工具 大眾運輸系統(公車、捷運) 機車 汽車 腳踏車 步行
最常從事的 逛街 上網 看電影 閱讀 聽音樂 戶外活動(郊遊)
休閒活動 看電視 球類運動 藝文活動 打電動玩具 其他
最喜歡的 喜劇片 科幻片 懸疑片 紀錄片 武俠片/動作片
電影類型 文藝片/劇情片 恐怖片/驚悚片 卡通動畫片 其他
最喜歡的 爵士樂 流行樂 搖滾樂 舞曲 電子樂 古典樂 電影音樂
音樂類型宗教音樂 藍調 新世紀音樂 其他
最常於何處 量販店（如家樂福、大潤發）連鎖專賣店（如燦坤、全國電子）
購買 3C 產品 資訊賣場（如 T-zone）傳統經銷商 百貨公司 其他
最常的購物方式 實體通路 網路 郵購 電視購物 其他
購買商品的 價格 品質 便利性 功能用途 品牌 售後服務
主要考量因素 外型美觀 其他
最常看的電視 新聞台 電影台 綜藝台 戲劇台 體育台 日本台
頻道或節目 音樂台 新知台 卡通台 股市台 其他
最常閱讀的 政治版 財經版 娛樂版 藝文版 醫學版 社會版
報紙版面 體育版 生活版 連載小說版 其他
最常閱讀的 企業管理雜誌 流行服飾雜誌 居家裝潢雜誌 生活資訊雜誌
雜誌種類 運動體育雜誌 電腦通訊雜誌 汽、機車雜誌 語言教學雜誌
Attitude Measurement
Attitudes
◙ Majority of questions in marketing
research are designed to measure Information possessed
attitudes include
Feelings of like and/or dislike
Intentions to behave
Management wants to understand and influence behavior

Reasons for Measuring Attitudes
◙ Attitudes lead to behavior
◙ More feasible to ask questions on attitudes than to observe and
A t t i t u dinterpret
e s behavior
◙ Majority of questions in marketing
◙ Large capacity for diagnosis and explanation
research are designed to measure
attitudes ◙ Learn which features of a new product concept are acceptable or
►include
unacceptable
◙ Measure the perceived strengths and weaknesses of competitive
alternatives
Reasons
What Are Attitudes?
A t t i t uCognitive
d e s or Knowledge Component
► Mental states used by
individuals to structure the
way they perceive their or Liking Component
Affective
environment and guide the
way they respond to it
Intention or Action Component

What Are Attitudes?
Attitudes Cognitive or Knowledge Component

individuals
Cognitive or to structure the
Knowledge Component
－ way they perceive
Represents theirinformation about
a person’s an object
Affective or Liking Component
－ way
Awareness of existence
they respond to it of the object
－ Beliefs about the characteristics or attributes of the object
Intention of
－ Judgments about the relative importance oreach
Action Component
of the attributes
What Are Attitudes?
Attitudes Cognitive or Knowledge Component

individuals to structure the
way they perceive their Affective or Liking Component
way theyorrespond
Affective to it
Liking Component
－ Summarizes a person’s overall feelings toward an object, situation, or person
－ On a scale of like-dislike or favorable-unfavorable
favorable-unfavorable
－ When there are several alternatives, liking is expressed in terms of preference
－ Measured by asking which alternative is “most preferred” or “first choice,”
which is the “second choice,” and so on
What Are Attitudes?
－ Incorporates information about a respondent’s ability or

willingness to pay for the object, or other taken action
Attitudes Cognitive or A
Knowledge
dvanta Component
ge
► Mental states
－ Refers to used by expectations of future behavior toward an
a person’s
individuals
object to structure the
way they perceive
－ Intentions their limited to a distinct
are usually Affective or period
time Liking that
Component
environment and guide
depends on buying the and planning horizons
habits
way they respond to it

Measurement and Scaling
Scaling
Attitudes
► Mental states used by Measurement
individuals to structure the － Standardized process of assigning numbers
way they perceive their or other symbols to certain characteristics of
environment and guide the objects of interests according to pre-specified
way they respond to it rules
Characteristics for Standardization

－One-to-one correspondence between the symbol and the characteristic
in the object that is being measured
－Rules for assignment should be invariant over time and the objects
being measured
Attitudes
► Mental states used by Measurement
individuals to structure the － Standardized process of assigning numbers
S c a l i n g
environment
－Process and
of guide objects on
thea continuum
creating of interests according to pre-specified
which objects
way they respond
are located to it to therules
according amount of the measured
characteristic that the object possesses
►Nominal Scale ►Ordinal Scale ►Interval Scale ►Ratio Scale

Scale
A t t iNumbers
Nominal t u d e sAssigned to 7 3
Runners
► MentalRank states usedofby
Order Third
Measu Second
r e m e n t First
Ordinal Winners place
individuals to structure the plac － Standardized process
place
of assigning numbers
S c a l i n g e
way they perceive their
Interval Performance Rating or other symbols to certain characteristics of
9.1 9.6
on a 0 toand
10
of Scale
8.2
environment
－Process guide
creating objects on
thea continuum of interests according to pre-specified
which objects
way they respond
are located rules
to it to the amount of the measured
according
Time to Finish,
Ratio characteristic thatinthe object possesses 14.1
15.2 13.2
Seconds

Scale
A t t iNumbers
Runners
► MentalRank states usedofby
Order Third
Measu Second
r e m e n t First
place
S c a l i n g e
Interval Performance Rating or other symbols to certain characteristics of
9.1 9.6
on a 0 toand
10
of Scale
8.2
environment
－Process guide
creating objects on
thea continuum of interests according to pre-specified
which objects
way they respond
are located rules
to it to the amount of the measured
according
Time to Finish,
Ratio characteristic thatinthe object possesses 14.1
15.2 13.2
Seconds

Scale
A t t iNumbers
Runners
Nominal
► MentalRank Scale
states usedofby
Order Third
Measu Second
r e m e n t First
place
－ Objects
way they
are
S c assigned
a l i n g to mutually
perceive Rating
their
e exclusive, labeled categories
or other symbols to certain characteristics of
Interval Performance
－ No necessary relationships among categories
9.1 9.6
on a 0 toand
10
of Scale
8.2
environment
－Process guide
creating objects
thea continuum of interests
on according to pre-specified
which objects
－ No ordering
way they oraccording
respond
are located spacing
to it toare rules
the implied
amount of the measured
－ Ratio Time to Finish,
characteristic
Only possible thatinthe object
arithmetic possesses is
operation
15.2 a count 13.2
14.1 of each category
Seconds

Nominal Scale
1
X1 2X2 3X3 4
X4
Kmart J.C. Penney Sears Wal-Mart
請問您最常去哪一 Cus. Store … Cus. X1 X2 X3 X4 …

家百貨公司? 1 4 1 0 0 0 1
□ 1. Kmart 2 3 2 0 0 1 0
□ 2. J.C. Penney 3 1 3 1 0 0 0
□ 3. Sears       
□ 4. Wal-Mart
100 2 100 0 1 0 0
Total ? Total 12 25 30 33
Category Variable Dummy Variable

Ordinal Scale
Attitudes
－Rank objects or arrange them in order by some common variable
－Does
Nominal
► Mental Scale
each object
states used have
by more or less M eofa as variable
u r e m than
e n tsome other object?
－－Does not provide
individuals
Objects S are
c a l i
information
toassigned
structure
n g
the
to on
－
how
mutually much difference
exclusive,
Standardized
there
labeled
process of
is between
categories
assigning numbers
objects
－－Arithmetic
No necessary relationships
operations arethe
limited among categories
to statistics
environment
－Process andof guide
creating objects
a continuum on whichsuch
of interests as median
according
objects or mode
to pre-specified
－ Nowayordering
they oraccording
respond
are located spacing
to it to are implied
therules
amount of the measured
－ Only possible
characteristic arithmetic operation
that the object possesses is a count of each category

Ordinal Scale
X1 X2 X3 X4
Kmart J.C. Penney Does not provide

Sears informationWal-Mart
on how much difference
there is between objects
請問您對下列四個百貨公 Cus. X1 X2 X3 X4 …
司的偏好程度依序是？ 1 4 2 3 1
□ 1. Kmart 2 3 2 1 4
□ 2. J.C. Penney 3 2 1 3 4
□ 3. Sears     
□ 4. Wal-Mart 100 2 1 3 4
Ordinal Scale
Interval
A t tScale
itudes
－－Does
► Numbers
each are assigned
object by to
have objects
more that represent categories,
or less rank orders,
Mental states used M eofa as variable
u r e m than
as
－Does well
notasprovide
individuals how much thethe
object
information
to structure on ishow
preferred
much on the attribute
difference there being
is between
measuredS c a l i n g － Standardized process of assigning numbers
objects
Very satisfied or other symbols to certain characteristics of
Very dissatisfied
－Arithmetic
environment operations
－Process and guide
of+2 arethe
creating limited to statistics
objects
according
objects or mode
to pre-specified
+1
rules 0 -1 -2
way they respond
are located to it to the amount of the measured
according
－ Differences can be compared
－ Entire range of statistical operations can be employed

Interval Scale
X1 X2 X3 X4
請問若以1~10分來做評等，則 Cus. X1 X2 X3 X4 …
您對這四個百貨公司所給予的 1 1 8 4 9
評分是？
2 4 7 7 4
□ 1. Kmart
□ 2. J.C. Penney 3 6 8 4 2
□ 3. Sears     
□ 4. Wal-Mart 100 2 1 3 4
Ordinal Scale
Interval
A t tScale
itudes
－－Does
► Numbers
each are assigned
object by to
have objects
more that represent categories,
or less rank orders,
Mental states used M eofa as variable
u r e m than
as
－Does well
notasprovide
individuals how much thethe
object
information
to structure on ishow
preferred
much on the attribute
difference there being
is between
measuredS c a l i n g － Standardized process of assigning numbers
objects
Very satisfied or other symbols to certain characteristics of
Very dissatisfied
－Arithmetic
environment operations
－Process and guide
of+2 arethe
creating limited to statistics
objects
according
objects or mode
to pre-specified
+1
rules 0 -1 -2
way they respond
are located to it to the amount of the measured
according
－ Differences can be compared
－ Entire range of statistical operations can be employed

Ratio Scale
A t tScale
－ Special
Interval i tkind
u d eofs interval scale with meaningful zero point
－
－►Possible to
Mental states
Numbers aresay how
used
assigned many
by to times
objects Mthat greater
e arepresent
surem or esmaller
nt
categories, oneorders,
rank object is
individuals
than theas to structure
much thethe
Sother
as well how object－is preferred on process
Standardized the attribute being numbers
of assigning
c a l i n g
measured or other symbols to certain characteristics of
－ Magnitude
environment scaling
and of the
attitudes has
objects of been calibrated
interests according tothrough
pre-specified
－Process
－ Differences can beguide
of creating
compareda continuum on which objects
－ numeric
way they
Entire are estimation
rangerespond
located according
of statistical to therules
to it operationsamountcanofbe
theemployed
measured

Ratio Scale
X1 X2 X3 X4
請問您於過去六個月當中，曾
至下列四個百貨公司購物的次 Cus. X1 X2 X3 X4 …
數是？ 1 0 4 1 10
□ 1. Kmart
2 1 4 5 0
□ 2. J.C. Penney
□ 3. Sears 3 3 6 0 1
□ 4. Wal-Mart     
100 0 0 1 1
Integration
x1 x2 x3 x4
1. Ordinal Scale 2. Interval Scale 3. Ratio Scale

Cus. X1 X2 X3 X4 Cus. X1 X2 X3 X4 Cus. X1 X2 X3 X4
1 4 2 3 1 1 1 8 4 9 1 0 4 1 10
2 3 2 1 4 2 4 7 7 4 2 1 4 5 0
3 2 1 3 4 3 6 8 4 2 3 3 6 0 1
              
100 2 1 3 4 100 2 1 3 4 100 2 1 3 4
偏好排序偏好程度實際的購買次數
Classification of Attitude Scales
Attitude Scales
Single-Item Continuous Multi-Item

Scales Scales Scales
Itemized
Category Comparative
Scales Scales
Semantic Associative
Paired Differential Scales
Q-sort Comparison Scale
Scales Scales
Rank Order Constant Sum Pictorial Likert Thurstone Stapel

Scales Scales Scales Scales Scales Scales
Multiple-item Scales
A Semantic Differential Scale for Measuring Self- Concepts,
Attitude
Person Concepts, and Product Scales
Concepts
Semantic Differential Scale
1) Rugged :---:---:---:---:---:---:---: Delicate
►The2)semantic
Excitable differential is a seven-point rating
:---:---:---:---:---:---:---: Calm scale
with end Single-Item
points associated :---:---:---:---:---:---:---:
3) Uncomfortable with bipolar labels that have
Multi-Item
Comfortable
Scales Scales
semantic meaning.
4) Dominating :---:---:---:---:---:---:---: Submissive
Itemized5) Thrifty :---:---:---:---:---:---:---: Indulgent
Category6) Pleasant Powerful --:--:--:--:-X-:--:--:
:---:---:---:---:---:---:---:
Comparative
Weak
Unpleasant
Unreliable --:--:--:--:--:-X-:--:
Scales7) Contemporary Scales :---:---:---:---:---:---:---: Reliable
Obsolete
8) OrganizedModern --:--:--:--:--:--:-X-:
:---:---:---:---:---:---:---:
Semantic Old-fashioned
Unorganized Associative
9) Rational Paired :---:---:---:---:---:---:---:
DifferentialEmotional
The negative adjective or phrase sometimes appears at the left sideScales
of the
Q-sort
10) Comparison Scale Mature
scaleYouthful at the :---:---:---:---:---:---:---:
and sometimes Scales right.
Scales
11) Formal :---:---:---:---:---:---:---: Informal
This controls the tendency of some respondents, particularly those with
12)
veryOrthodox :---:---:---:---:---:---:---:
positive or very negative attitudes, to mark theLiberal
right- or left-hand
13)
sidesComplex :---:---:---:---:---:---:---: Simple
without reading the labels.
14)
Rank Order Colorless
Individual Constant
items onSum :---:---:---:---:---:---:---:
Pictorial
a semantic Likertmay
differential scale Colorful
be Thurstone
scored on eitherStapel
a
Scales
15) Scales Scales
-3 toModest
+3 or a 1 to 7 scale. :---:---:---:---:---:---:---:
Scales Vain Scales Scales
Continuous Scales
Attitude Scales
Single-Item Continuous Multi-Item

Scales Scales Scales
►Respondents
Itemized
How would you rateobjects
rate the Sears by
as aplacing
department
a markstore?
at the
Category
Version 1 position Comparative
appropriate
Scales Scales
Probably the worst - - - -
►on a line that runs from one- - -I -extreme
- - - - - - of
- - the
- - -criterion
- - - - - - Probably the best
Semantic Associative
Version
variable to2the other. Paired Differential Scales
Probably the worst - - - - - - -I - - - - - - - - -- - - - - - - -- - Probably the best
►The
Q-sort Comparison
0 form
10 of the
20 continuous
30 40scale50 may vary 70Scale80
60 considerably. 90 100
Scales Scales
Version 3
Very bad Neither good Very good
nor bad
Probably
Rank Order the Constant
worst - - -Sum
- - - -I - -Pictorial
- - - - - - - - -- - - --Likert
- - - -Probably the best
Thurstone Stapel
0
Scales 10 20 Scales30 40 Scales 50 60 70
Scales 80 90
Scales100 Scales
X1 X2 X3 X10 X 1 X 2 X 3 X4 X 5 X6 X28 X29 X30
1 1
2 2
3 3
4 4
5 5
50,000
i
這個資料庫雖然僅有5萬名顧客，但每人
卻記錄30個變數，因此整個資料庫包含
了 1,500,000個數據。
100,000
這個資料庫有10萬名顧客，但每人僅記
錄10個變數，因此整個資料庫包含了不論就質或量而言，變數的多寡才是真正
1,000,000個數據。
影響資料庫的關鍵因素

會員輪廓基本分析

簡報大綱
客戶購買行為分析

客戶購買的資料檔案
 購買日期、金額、數量
 店名、商品屬性、規格
 單價、折扣、贈品
 購買成因、性質
 付款方法類別、收款日期
 促銷活動內容
 配送方式、日期
 信用額度、賒帳餘額
 成交、退貨量
 滿意度、報怨處理

賣場會員動態資料範例
店別、購買日期（時間）
、電腦序號、發票號碼、統一編號、產品序號、
發票項目
銷售數量、商品單價、銷售金額、折扣金額、折讓金額、收款金額
購買之商品
是 否
是否有促銷活動
交易型態 一次付清 分期付款
商品購買理由 汰舊換新 舊機損壞 新添購 送人 其他
是否為會員 是 否
是否使用折價券 是 否
交易方式 現金 信用卡 支票 提貨單 禮券 應收
購買決策 計畫型購買 非計畫型購買
親友介紹 DM 報紙 雜誌 店面佈置 網路 電

訊息來源
台 其他
會員輪廓動態分析

簡報大綱
交易日期特性的資料檔案
 春節檔期
 國定假日檔期
 特殊節日（母親節、父親節、放榜日…）
 每日氣候（溫度、降雨、颱風）
 公司促銷活動
 競爭者活動

交易日期特性編碼範例
編號年/月/日日一二三四五六週休二日連續假期
1 19980110 0 0 0 0 0 0 1 1 0
2 19980111 1 0 0 0 0 0 0 1 0
3 19980112 0 1 0 0 0 0 0 0 0
4 19980113 0 0 1 0 0 0 0 0 0
5 19980114 0 0 0 1 0 0 0 0 0
6 19980115 0 0 0 0 1 0 0 0 0
7 19980116 0 0 0 0 0 1 0 0 0
8 19980117 0 0 0 0 0 0 1 0 0
9 19980118 1 0 0 0 0 0 0 0 0
10 19980119 0 1 0 0 0 0 0 0 0
1022 20001027 0 0 0 0 0 1 0 0 0
1023 20001028 0 0 0 0 0 0 1 0 0
1024 20001029 1 0 0 0 0 0 0 0 1
1025 20001030 0 1 0 0 0 0 0 0 0
1026 20001031 0 0 1 0 0 0 0 0 0

客戶購買日期特性分析

交易日期特性的資料檔案
 春節檔期
 國定假日檔期
 特殊節日（母親節、父親節、放榜日…）
 每日氣候（溫度、降雨、颱風）
 公司促銷活動
 競爭者活動
距離上次購買期間(Interpurchase
Time)

DATA STRUCTURE
Average Average
ID Purchase History Interpurchase Purchase
Time(Days) Amount($)
1. $ $ $ $ ○ λ1 μ1
2. $ ○ λ2 μ2
3. $ $ $ λ3 μ3
…
i. $ $ $ ○ λi μi
…
Recency
N. $ $ ○ λN μN
Interpurchase Time
Result
Margarine Purchase
250
Predictions from compoments and mixture model

Slack purchase
200
150
100
Emergency purchase X-Y

50 Gamma - Mixture
Gamma - Component 1
Gamma - Component 2
0
0 50 100 150 200 250
Predictions from gamma model
臺灣行銷科學學會 timspower.com.tw TIMS WORK

Result
Sugar Purchase
Emergency purchase
X-Y
臺灣行銷科學學會 timspower.com.tw TIMS WORK

產品特性的資料檔案
 外國知名廠牌
 本國知名廠牌
 製造來源國
 外觀樣式
 產品功能
 相對價格

產品編碼

 大陸製
 日本品牌
 功能強(有VCD)
 外型前衛
 功能價格比為 1.58
 市場口碑佳
 0,1,0,0,0,0,1,0,1,0,1,1.58,1

,
產品特性的資料檔案
 外國知名廠牌
 本國知名廠牌
 製造來源國
 外觀樣式
 產品功能
 相對價格
 距離產品上架日期之期間

請各位同學：
1) 觀察實務裡一些案例，就其所提供的各項問
卷資料，評述你的看法。
2) 試想一家公司，按期業務特性，設計一份行
銷資料庫（包含四大資料檔）。
3) 明列各項變數的功能及其所隱含之行銷策略
為何。

敬請指教
Thanks for Listening!
任立中 (Lichung Jen)

臺灣大學全球品牌與行銷研究中心主任
臺灣大學國際企業學系暨研究所行銷教授
臺灣大學統計碩士學位學程統計教授
lichung@ntu.edu.tw
www.tims.org.tw

,

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進出口貿易業 電腦電子相關產業 農產畜牧寵物相關業 網際網路

行政人員 行銷/銷售人員 專業人員(醫師、老師) 工程師

公司規模 50 人以下 51~150 人 151 人以上

家庭可支配 25000 元(含)以下 25001~35000 元 35001~45000 元

所得 45001~55000 元 55001 元(含)以上

居住情況 自己所有 家族所有 租賃 宿舍 ，坪數 坪

Feelings of like and/or dislike

Management wants to understand and influence behavior

Intention or Action Component

Attitudes Cognitive or Knowledge Component

Attitudes Cognitive or Knowledge Component

－ Incorporates information about a respondent’s ability or

Intention or Action Component

Characteristics for Standardization

►Nominal Scale ►Ordinal Scale ►Interval Scale ►Ratio Scale

人事部門生產部門會計財務部門行銷部門

行銷溝通行銷組織行銷系統

次級資料專家訪談或其他質性

各式分析方法如何定義資料每個欄位的資

居住情況 自己所有 家族所有 租賃 宿舍，坪數坪