1、探索性研究设计：二手数据与定性分析 Exploratory Research Design: Secondary Data & Qualitative Research湖南-长沙,1二手数据：,1、原始数据和二手数据 原始数据（primary data）是研究人员为了解决面临的问题而专门收集的数据。二手数据（secondary data）不是为了目前正在进行研究的特定问题，而是为了其他目的已经收集的数据，可以从低成本迅速地找到这些数据。,原始数据与二手数据的比较,2、二手数据的分类二手数据可以分为内部和外部数据,资料：A Classification of Published Secondar
2、y Sources,3、二手数据优缺点二手数据（secondary data）优点一般原则：检验二手数据是收集原始数据的先决条件。请从二手数据开始，只有当二手数据的来源已经完全利用或者产生的边际回报很小时，才收集原始数据。 二手数据（secondary data）缺点可能对于解决当前手头上的问题用处不大，包括相关性和准确性。此外还包括不可靠等等。,CensusData,4、评价二手数据的标准,2原始数据：,1、定性和定量研究 定性研究（qualitative research）提供了关于问题背景的看法和理解。定量研究（quantitative research）通常利用一些统计分析试图将数据量
3、化。每当一个新的营销问题出现时，定量研究都必须在定性研究之后。定性研究和定量研究视为相互补充，而不是相互对立。,3定性分析,1、分类定性研究可以按调查对象是否了解项目的真正目的分为直接法和间接法两大类。直接法（direct approach）对研究项目的目的不加掩饰，项目的目的对调查对象时公开的。间接法（indirect approach）掩饰项目的真正目的。,1、专题组座谈是由训练有素主持人以非结构化的自然方式对一小群调查对象进行访谈特征：,专题组座谈具体程序,计划与执行专题组座谈首先要检验营销研究项目的目的。下一步是确定专题组座谈的详细的目标清单。主持人的详细提纲应该结构化的，这需要研究人
4、员、客户和主持人之间进行广泛的讨论。,Key Qualifications of Focus Group Moderators,1、Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction. 2、Permissiveness: The moderator must be permissive yet alert to signs that the groups
5、cordiality or purpose is disintegrating. 3、Involvement: The moderator must encourage and stimulate intense personal involvement.,4、Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding.,5、Encouragement
6、: The moderator must encourage unresponsive members to participate. 6、Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process.7、 Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual
7、as well as emotional level.,Use of Focus Group at GM,Buick division of General Motors used focus groups and survey research to help develop the Regal two-door, six passenger coupe. Buick held 20 focus groups across the country to determine what features customers wanted in a car. The focus groups to
8、ld GM they wanted a stylish car, legitimate back seat, at least 20 miles per gallon, and 0 to 60 miles per hour acceleration in 11 seconds or less.,Based on these results, Buick engineers created clay models of the car and mock-ups of the interior. These were shown to another set of focus groups of
9、target buyers. These respondents did not like the oversized bumpers and the severe slope of the hood, but liked the four-disc brakes and independent suspension.,Focus groups also helped refine the advertising campaign for the Regal. Participants were asked which competing cars most resembled Buick i
10、n image and features. The answer was Oldsmobile, a sister GM division. In an effort to differentiate the two, Buick was repositioned above Oldsmobile by focusing on comfort and luxury features. The tag line for the 1998 Regal, “official car of the Supercharged family,” was based on focus group findi
11、ngs. This repositioning has greatly aided the sales of Buick Regal.,专题：如果做好深度访谈1、怎么样约人2、拜访中应该注意的问题3、 怎么样处理好主题4、访谈中应注意的问题,Comparison of Focus Groups, Depth Interviews, and Projective Techniques,1. Degree of Structure 2 Probing of individual respondents 3. Moderator bias 4. Interpretation bias 5. Unco
12、vering subconscious information 6. Discovering innovative information 7. Obtaining sensitive information 8. Involve unusual behavior or questioning 9. Overall usefulness,Relatively high LowRelatively medium Relatively low LowHighLowNoHighly useful,Relatively medium HighRelatively high Relatively medium Medium to high Medium MediumTo a limited extent Useful,Relatively low MediumLow to high Relatively high HighLowHighYesSomewhat useful,Focus Groups,Depth Interviews,Projective Techniques,Criteria,
