Market Research (1)

Sun Yijia

Margaret Thatcher

• 1. margaret thatcher is the daughter of a local businessman.

• Her family operated a grocery store and they all lived in an aprtment above the store.

• In her early years, thatcher was introduced to conservative politics by her father who was a member of the town's council.

英国的党派• Conservation Party

• 保守党• Labor party

• 工党• The liberal democrat party

• 民主自由党

• 2. A good student

thatcher was accepted to oxford university,

where she studied chemistry at somerville

college.

• politically active

thatcher served as president of the

conservative Association at the university.

大学时候照片

• 3. 政绩大事记• only two years after graduating college, that

cher made her first bid for public office.

• thatcher won a seat in the House of commons in 1959.

• as for foreign policy, thatcher signed an agreement with the chinese givernment regarging the future of HongKong.

• as prime minister, thatcher battled the country's recession by initially raising interest rates to control inflation.

• publicly, thatcher voiced her support for Ronald Regan's air raids on Libya in 1986 and allowed the U.S. force.

• returning for a third term in 1987, thatcher sought to implement a standard educational curriculum across the nation and make changes to the country's socialized medical system.

一场辩论• T： the right honorable gentleman knows

that we have no choice but to close the schools! a strike deliberately to cripple our economy. Teachers cannot teacher when there is no heating, no lighting in their classrooms. And i ask the honorable gentleman, whose fault is that?

• Man: me thinks the right honorable lady doth screech too much. If she wants us to take her seriously, she must learn to calm down.

• T: if the right honorable gentleman could perhaps attend more closely to what i am saying rather than how i am saying it, he may receive a valuable education in spite himself.

• 7. thatcher was appointed secretary of state for education and science, becoming famous as " thatcher, milk snatcher", afetr her abolition of universal free school milk scheme.

• 8. she was elected leader of the conservative party in 1975, beating out Heath for position.

• with this victory, thatcher became the first woman to serve as the opposition leader in the House of commons.

• 9. She was best known for her destruction of Britain's traditional industries, through her attacks on labor organization such as the miner's union, and for the massive privatization of social housing and public transport.

• 10. In April 1982, Argentina invaded the Falmland islands. Taking swift action, thatcher sent British troops to the territory to retake the islands.

• Argentina surrendered in June 1982.

pics

Question

• the iron lady?

Discussion

• Do you have any experience to

be interviewed in a market rese

arch ? please describe your ex

perience if you have.

Discussion

• If you don't have such experience, please answer the question below.

• If you are the human resource manager, what kind of people do you want to employ to do the job of market research, and why?

Discussion

• Curiosity is necessary to be a good marketing researcher

• believe this industry

• passion

• willing to learn

Philip Kotler

“Without research a company enters a market like a blind man.”

what is market research?

Market research is for

discovering what people

want, need, or believe.

Purpose

• The information gathered during market research can be used to design products and service that meet customers' need.

•The primary purpose of MR is to reduce the level of risk of a marketing decision.

why do firms commission market research?

1. set up from scratch

白手起家

2. when the firms advertise their products, it's really reaching the most appropriate people ---

The people that they want to buy their product or the people that they want to provide a service to.

Feature wall

Feature wall

• Hit the nail on the head

•一针见血

•target population

目标人群

In terms of .......

就。。。来说

•It makes sense to ...

•... 是有道理的

•Potential customers

•潜在客户

Market research techniques

1.Quantitative Research

定量调查2.Qualitative Research

定性调查

Quantitative Research

•quantity

•数量

Quantitative Research

•opinion poll

•民意调查

Quantitative Research

•Statistical analysis

•统计分析

Quantitative Research

• WHAT• --- people are buying?

• --- they are doing?

Quantitative Research

• 定量调查 ---- 就是对一定数量的有代表性的样本，进行问卷访问等，然后对调查的数据进行计算机的录入、整理和分析，并撰写报告的方法。

Quantitative Research• 1. 电话调查• (Phone survey) • 2. 面访调查• (Face to face interview) • 3. 邮寄调查• (Mail survey)

•More subtle way

•更微妙的方法

• Supermarket chain

•连锁超市

Qualitative Reasearch

•quality

•品质，质量

Qualitative Reasearch

•WHY• ---people buy the products?

Qualitative Reasearch

• 定性调查 ---- 通常围绕一个特定的主题取得有关定性资料的一种调查方法，比如用来考察消费者的态度、感觉、动机、反应，或者用来了解问题的性质以及发展的方向。

Qualitative Reasearch

• 1. 焦点小组座谈会

• 2. 深入访淡• (In-depth interview: one-o

n-one discussions with consumers)

• Ford

•Ferrari

• Jaguar

• Audi

• mercedes-benz

• Volkswagen

• LEXUS

• Porsche

TOPIC

• 以“学院 6楼报告厅每周五晚放电影，同时出售爆米花等”可行性，做个调查

• 目标人群：全校范围内同学

假期出游Break

National Day holidays

Travel agent

Book the ticket

Student preference

• passport• driving license• boarding pass• one-way ticket• round-up ticket• non-stop train/ flight/coach

beach/ riverside

• swiming suit / bathers

• sunscreen

• go diving

• go swimming

• soak up the sun

mountain/ hill• go camping

• a sleeping bag

• back pack

• hiking boots

• picnic

• barbecue

• hotel • .... star hotel• youth hostel• reservation• comfirm a reservation• cancel a reservation

• twin-bed room

•double - bed room

•single room

• restaurant

• pub

• cafe

• snack bar

• salad

• dessert

• order