第二章明確管理問題

和確立調(diào)研目標DefiningtheProblem

andDetermining

ResearchObjectives1內(nèi)容摘要

發(fā)現(xiàn)管理問題，確立調(diào)研目標，討論調(diào)研的必要性文獻研究構(gòu)念模型的建立與調(diào)研目標的操作化搭建構(gòu)念模型（確定研究內(nèi)容）討論構(gòu)念之間的聯(lián)系確定構(gòu)念的操作定義2第一節(jié)明確管理問題Background：在一所大學(xué)附近大學(xué)房地產(chǎn)公司有一棟學(xué)生公寓，Whichtargetsmainlyuniversitystudents。Situation：…Symptom：Lastyear,UniversityEstatesexperiencedadeclineinitsoccupancyrate（入住率）from100%to80%.3Competitor’sAction

數(shù)字有線電視Competitor’sAction健身設(shè)備ProbableCause很可能的原因（ProbableCause）ProbableCause5WhatcanUniversityEstatesdo?PossibleSolutions：AddSatelliteTV,with150channels.預(yù)期的結(jié)果（AnticipatedConsequences）:比競爭對手更具競爭力。6Manager’sAssumptionsaboutSolutions’Consequences假定學(xué)生了解衛(wèi)星電視相對于數(shù)字有線電視的優(yōu)點；相對于常見的有線電視，學(xué)生更希望在公寓中安裝衛(wèi)星電視。7InformationGaps(ManagementQuestions)andResearchObjectivesInformationGapResearchObjective(s)Howwillprospectiveresidentsreacttotheinclusionofthesatellitetelevisionprogrammingpackagewiththebaseapartment?Towhatextentdoprospectivestudentresidentswantsatellitetelevision?WillUniversityEstatesbemorecompetitiveifitaddsasatellitetelevisionpackage?WillUniversityEstatesbemoreattractivethancompetingapartmentcomplexesifithasthesatellitetelevisionprogrammingpackage?8根據(jù)管理問題確定調(diào)研目標管理問題績效考評：顧客滿意度是企業(yè)績效考評的指標之一。質(zhì)量改進。調(diào)研目標顧客滿意度顧客滿意度影響因素10項目二：保利廣州物業(yè)管理有限公司服務(wù)質(zhì)量和顧客滿意度調(diào)查為了了解廣大業(yè)主/住戶對物業(yè)管理服務(wù)工作的評價和意見，深入探討物業(yè)管理服務(wù)顧客滿意度的影響因素，…年…月至…年…月保利廣州物業(yè)管理有限公司委托廣州大學(xué)在保利花園等…個社區(qū)開展了服務(wù)質(zhì)量和顧客滿意度調(diào)查工作。必要性：++++12項目四:在發(fā)展中國家零售環(huán)境中顧客對銷售人員信任的影響因素

SyedSaadAndaleeb,SyedFerhatAnwar1.管理問題在發(fā)展中國家的零售環(huán)境中，銷售人員如何贏得顧客的信任。14文獻研究發(fā)現(xiàn)Severalmodelshavebeenproposedtoexplaincustomers’trustinsalespeople.(However,)researchontrustindevelopingcountriesisvirtually（實質(zhì)上）non-existent.152.調(diào)研目標Theresearchquestionconsideredhere,therefore,waswhatfactorsexplaincustomertrustinsalespersonsinadevelopingcountry.16第三節(jié)文獻研究17什么是文獻研究文獻研究是指根據(jù)一定的目的,通過搜集和分析文獻資料而進行的研究，又稱為文獻綜述或文獻評述。這里的文獻包括記錄信息、知識的一切載體。18想偷懶怎么辦？欲深入研究某些調(diào)研目標，大家都會希望能有現(xiàn)成的小綜述為自己鳴鑼開道，這會節(jié)約很多的時間與精力。在沒有現(xiàn)成的小綜述可以利用的情況下，我們只好旁征博引，結(jié)合調(diào)研目標自己撰寫。

20文獻研究步驟1:文獻搜索階段分析研究課題，明確準備檢索的關(guān)鍵詞和文獻類目，選擇檢索途徑，搜索與所研究問題有關(guān)的文獻。21文獻研究步驟2:閱讀整理階段閱讀有用的資料,并以資料卡片、閱讀筆記等方式做好記錄。在資料數(shù)量和類型很多的情況下,應(yīng)對這些資料進行分類編排,并編制題錄索引或目錄索引。23批判式閱讀在閱讀中積極思考，自己決定應(yīng)該接受什么和忽略什么。批判性問題什么是論題，什么是結(jié)論？理由是什么，證據(jù)是否可信，統(tǒng)計數(shù)據(jù)是否真實，遺漏了哪些重要信息？推理中存在謬誤嗎，你發(fā)現(xiàn)干擾因素了嗎？哪些詞句有歧義？什么結(jié)論可能是合理的？參考書：M.NeilBrowne,StuartM.Keeley.學(xué)會提問——批判性思維指南，中國輕工業(yè)出版社，200624第四節(jié)調(diào)研目標操作化根據(jù)調(diào)研目標，確定調(diào)研的基本內(nèi)容；在文獻研究和探測性調(diào)研的基礎(chǔ)上，搭建構(gòu)念模型。探討構(gòu)念之間可能存在的聯(lián)系，提出研究假設(shè)。明確構(gòu)念操作定義。26構(gòu)念的含義Aconstructisanabstractideainferredfromspecificinstancesthatarethoughttoberelated.Typicalmarketingconstructsarebrandloyalty,satisfaction,preference,awareness,knowledge.27AmodelisalogicalarrangementofconstructsandrelationshipsbasedontheoryorexperienceHierarchyofEffectsUnaware-Aware-Knowledge-Liking-Intention-Purchase-LoyaltyImportance-PerformanceModelImportance/Performanceonattributes構(gòu)念模型28HIERARCHYSTAGEUnawarenessAwarenessKnowledgeLikingIntentionPurchase*Repurchase/Loyalty*DESCRIPTIONNotawareofyourbrandAwareofyourbrandKnowsomethingaboutyourbrandHaveapositivefeelingaboutyourbrandIntendtobuyyourbrandnextHavepurchasedyourbrandinthepastPurchaseyourbrandregularlyRESEARCHQUESTION(UniversityEstatesExample)Whatpercentageofprospectivestudentresidentsareunawareofsatellitetelevision?Whatpercentageofprospectivestudentresidentsareawareofsatellitetelevision?Whatpercentageofprospectivestudentresidentswhoareawareofitknowthatsatellitetelevision(1)has150channels,(2)premiumchannels,and(3)pay-for-view?Whatpercentageofprospectivestudentresidentswhoknowsomethingaboutsatellitetelevisionfeelnegatively,positively,orneutralabouthavingitintheirapartment?Whatpercentageofprospectivestudentresidentswhoarepositiveabouthavingsatellitetelevisionintheirapartmentintendtorentanapartmentwithit?Whatpercentageofthemarketpurchased(tried)yourbrandinthepast?Whatpercentageofthemarkethaspurchasedyourbrandmorethanotherbrandsinthelastfivepurchases?30確定關(guān)聯(lián)（研究假設(shè)）Relationshipsareidentified.Arelationshipisameaningfullinkbelievedtoexistbetweentwoconstructs(lowerpriceisrelatedtogreatersales,higherexposureisrelatedtogreaterawareness,etc.).構(gòu)念之間關(guān)系的確定來自于理論和實踐。31構(gòu)念的操作定義Researchobjectivestypicallycallforthemeasurementofconstructs.Operationaldefinitionsdescribetheoperationstobecarriedoutinorderforconstructstobemeasured.Therearecustomarymethodsfordefiningandmeasuringconstructs.32ConstructsCONSTRUCTBrandawarenessRecall,recognitionofadvertisingKnowledgeofproductfeaturesBrandfamiliarityComprehensionofproductbenefitsOPERATIONALDEFINITIONQuestion:HaveyouheardofBrandA?____Yes____NoMeasure:PercentageofrespondentshavingheardofthebrandQuestion:DoyourecallseeinganadvertisementforBrandA?Measure:PercentagewhorememberseeingaspecificadQuestion:IndicatewhichofBrandA’sfeaturesyouknowabout.Measure:PercentagewhoknowabouteachfeatureQuestion:Areyou“unfamiliar,”“somewhatfamiliar,”or“veryfamiliar”withBrandA?Measure:PercentageforeachfamiliaritycategoryQuestion:Foreachproductbenefitstatement,indicateifyouagreeordisagree.Measure:Percentagewhoagreewitheachbenefitstatement33ConstructsCONSTRUCTAttitudes,feelingstowardbrandIntentionstopurchasePastpurc