KSA 마케팅 조사분석 및 결과활용(구자룡 2015) 강의자료

Copyright 2015 VALUEVINE Co., Ltd. All Rights Reserved.


()


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


. ..

2

, ?

.!. .

- Steve Jobs, (1982)

Copyright 2015 VALUEVINE Co., Ltd. All Rights Reserved. 3

Case. q

l 98%, q

, ,

l 89% (5 4.1), 85% q LG, 1999 q /

.? (Home Observation) ?? ?

- Source : , 12 , , 2005.


?q , ,

q

ql 1 : , .

l 2 : .l 3 : .


Case.

5

l 1992 ()

l 2001

l 2009

l 1, 3


Persuasiveness

Analytical

Creativity

Communication Skill Presentation Skill Teaching Skill

Creative Thinking Brainstorming

Observation Survey & Research Statistics and Data Analysis

Insight

- Source:, ,p.50.


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


Marketing ResearchqqMarketing Research , ,, ( )

l l l , , ,


Marketing Research ?

l l l

l l 3 l

.

Needs

l l l


Marketing Research

MarketingResearch

Consumers Employees Shareholders Suppliers

Economy Technology Competition Laws and Regulations Social and Cultural Factors Political Factors

Market Segmentation Target Market Selection Marketing Programs Performance and Control

Product Pricing Promotion Distribution


Marketing Research

Problem-SolvingResearch

Problem IdentificationResearch

Marketing Research


Case. ()q 2008 5 / q 30% l 2010 3 / 51% 1 (KANTAR)

l 2011 , 14 18.1%, 1

q 1,000 l l

l =


Marketing Research q.q.q.q.q .


Marketing Research , ,

Research

(Quality)

(Quality)

(Speed)(Speed)

(Cost)(Cost)


( )q 2 (secondary data) q 1 (primary data)

q l l l

q 1 l l l l (communication method) (observation method)


Marketing Research Process

(needs) (wants), (demand)?

1. 2. 3./ 4. 5.

- -

- Coding- Editing- Analysis

- Sampling- Survey- Data Source

- - ()- - (survey)-


Marketing Research Process

Objective()

Collection()Analysis

()


Research

(Qualitative) (Quantitative)

F.G.I

()


q

l (What)l (Who)l (How)l (Why)

ql l l l l


,

--

Pilot 2

2


q Segmentation Research

l l

l

q Product Researchl l l l l l l

q Pricing Researchl l l l l

q Promotion Research()

q Distribution Research


q

l l , , l l l l

ql l l l


Survey

SURVEYSURVEY

(CATI)

(CATI)

(CAPI)

(CAPI)

E-mailE-mail


q ;

l

l A & U(Attitude & Usage)q ()

l , ,

q 1)

F 2) 3) 4) , 5) ,


q

l ,

l (, ) (, )


q

1)

2) (: , ) 3) 30~40

4)


Case.


Case.

https://docs.google.com/forms/d/1F-o60jF5fEjI6vWWzOca-YNKfVePscqukk4CUw2ug7U/edit


Case.


(Population)

(parameter) (statistic)

(Sample)(Population)


q

q

q (Simple random sampling)q (Stratified sampling)

l (proportionate)l (disproportionate)

q (Cluster sampling)l (Systematic sample)l (Area sample)

q (Multistage sampling)


q

q

q (Convenience sampling)

q (Judgment sampling)

q (Quota sampling)


qq

l l l l l l l l


(Measurement)q

l l ,

l

q l (Conceptual Definition) : l (Operational Definition) : ,

()

()


q (Scale)

l . , 4

q (Nominal Scale) : (Category)l (mutually exclusive) l l , 2

q (Ordered Scale) : + l

l , q (Interval Scale) : + + (Equal Interval)

l l 0

q (Ratio Scale) : + + + 0(Absolute Zero)l ( 0 )


Sample. 0. 1. 2. /3. 4.

(1) (2) (3) (4) (, , )(5)

5. /6. 7. 8. 9.


Case. CSI Research Design

() ()

() ()

OO (CSI)OO (CSI)

,/ Mind . Tracking.

,/ Mind . Tracking.

Fishbein (biei)CS= (importance)X (evaluation) CS ()

Fishbein (biei)CS= (importance)X (evaluation) CS ()

SOC 2004 2004 . , , . OO M/S Mind .

SOC 2004 2004 . , , . OO M/S Mind .

DSMij : DWij : () n : m : n

DWDSMCSI

n

j

m

iijij

= =

= 1 1)(



(FacetoFaceInterview)(FacetoFaceInterview)

List List

800- 400- 400

800- 400- 400

(PurposiveQuotaSampling) (PurposiveQuotaSampling)

4(,,,,) 4(,,,,)



,,,,(),,,,()

()800 ()50,000 =40,000,000 /VAT ()800 ()50,000 =40,000,000 /VAT

1 2 3 4 5 6 7 8 9 10

/

//

/


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


2(Secondary Data)

2

1

(http://www.kosis.kr/)45


Case.

q ( 24% ) ,

46


(Observation)

q , ,

qq

47


(Observation)q (In-store Eye Tracking) : ( ) , l Shopper behaviorl In-store navigationl Missions & motivationl Search behavior & information gatheringl Categorizationl Path to purchasel Usability

48


Case.

qMP3 ' N10'(2004.11) MP3 . MP3 . . . MP3 N10 . MP3 .

49


Case.

q P&G Staying in touch Project : Living it()l , l ?l ?l ?l ?l ?

q Downy Single Rinse1980 P&G (Ariel Ultra) . . . P&G 2001 . P&G '(Living it)' . P&G " . . ." . ( ) . 6 3 , . , . 60%.

50


Case. . ,2014-04-10

. .45 7. . . 1713 350( 37) .

. (blindtest) . .

. .

70.8% . . .1970 51%,44% . . .

() . 10 5 6 6 6 .2 .

. .

, . .

51


Case. . (Blind Test vs. Branded Test) .

52

Blind Test Branded Test

51 23

44 65

5 12

?


q q 1970~80 (blind test )

q Diet Coke q 1985 New Coke q

Coca-Cola Classic

Case. Coca-Cola

53


' ' . ,

. .

Case. Coca-Cola

54


: (fMRI)q (fMRI ; functional MagneticResonance Imaging)

q fMRI . , , .

qCase. K7

55


. q?

??


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


q q q q , q Pre-test q

l , , l l l l


1

2

3

4

5

6

7

8 (Pre-test)

9


Top-down(LogicTree)Bottom-up

Break-down


Logic Tree

ISSUE

1( ) 2( ) ~

LogicTree , //

)PL ?

?

?

?

?

?

?


?

, 2 ? , ? ?

- - -


1. .2. ().3. .4. .5. .6. .7. .


( )qq qq, q


q

1. ? ____________2. TV , ?()_____________ ()_________3. TV ? ___

q

1. TV ?(1) LG (2) (3) (4) (5) (6) :________2. TV ?(1) (2) (3) ()(4) (5)


() 4 " " ?

( ) ( ) ""

?

( ) TV ( ) ( ) ( ) ( ) (DM,, )( ) ( )

?

( ) ( ) ( ) ( ) ( ) ( ) ( ) ( )


Case. Life-style B7. / 5

.

1. , . --------------------2. . --------------------3. . --------------------4. --------------------5. --------------------6. . --------------------7. . --------------------8. . --------------------9. . --------------------10. . --------------------11. . --------------------12. , . --------------------

13. . --------------------14. . --------------------15. , . --------------------16. . --------------------17. . --------------------18. . --------------------19. . --------------------20. . --------------------

67


Case. Life-style

(Eigen Value) (%)

1 5.05852 29.8 7 .56476

2 2.15466 12.7 4 .56160

3 1.59063 9.4 3 .61122

4 1.13240 6.7 3 .62347

20 3, 17 4. 4 58.4%.

68


Case. Life-style

Component

Factor 1 Factor 2 Factor 3 Factor 4

.84136

.83024

.74798

.74363

.73069

.72438

.71725

.08996-.08676.12211

-.15759.27048.00535.28945

.02377

.05299-.07165.14943.08188.09278.11327

.03176

.04958-.05407.14945.09851.22102.01274

,

-.11338.33067.25158

-.04832

.69255

.67088

.66845

.66074

.08342-.02122-.09788.27840

.05522

.06995

.20470-.02740

,,

-.02488.10472.16867

.00901

.17870

.00833

.78425

.68070

.67720

.11346.06214.05397

.21742-.20542.39214

.06683

.10499

.10953

-.07189.27241.19654

.76692

.62763

.59088

Rotated Component Matrix

Extraction Method : Principal Component Analysis.Rotation Method : Varimax with Kaiser Nomalization.a. Rotation converged in 5 iterations.

69


Case. Life-style

1

2 ,

3

4

F-ratio*

1 : .7039 -.0057 -1.2397 .6115 116.6186

2 : .3434 -.6834 .1345 .8319 41.9096

3 : .7162 -.6235 .5367 -.7631 74.1227

4 : () .5239 .2364 -.3249 -1.1582 43.4560

) F-ratio Center (+) , (-) .* : p < .000 (ANOVA .)

()

4

70


Case. Life-style 4

(N=85)

(N=106)

(N=68)

(N=41)

()

()

()

(/)

( 300)

71


Case. Life-style

(N=85)

(N=106)

(N=68)

(N=41)

()

()

()

(/)

20(35.0) 30(45.6) 40(28.9) 20(21.7)

(33.8) (40.2) (40.7)(14.8)

(31.3) (40.2) //(37.5) / / (16.7)

/(42.0) (41.0) (28.0) (15.4)

300~400(29.9) 300~400(39.6) 300(35.4) 400(17.6)

20(39.8) 20(39.4) 20(27.3) 40(29.4)

(:%, 300)

72


Case.

73

_____________ ___________

OOOO . . . OOOO . ..

()OOOO

..5 ,1 .

+-------------------+-------------------+-------------------+-------------------+1 2 3 4 5

1.OOOO .1-1. . ()1-2.. ()1-3. . ()

2. OOOO . ()3. OOOO . ()4.OOOO . ()5.OOOO . ()


Case.

74

OOOO .

( .)

*. .**..


Case.

75

Tracking

Base(2015 ) 2016 2017 2018

(CSI) 77.2

85.7

(NetPromoterScore) 79.4

79.3

78.8


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


q

:

:()


q

: SPSS(PASW) SAS

q

/


. ,, LISREL(LinearStructuralRELationship)/AID(AutomationInteractionDetector)

*

,,,,

,

,

(LISREL)

(ANOVA)AIDLOGIT,PROBIT

-,--,--,--,--,--,-

79


PACKAGE:SPSSq SPSS(Statistical Packages for Social Science)

q (, , , , , )

Copyright 2015 VALUEVINE Co., Ltd. All Rights Reserved.- 81 -

PACKAGE : SASq SAS(Statistical Analysis System) q q ,


Case. ()q (1)

l , ,

l [] H , C

30~39 40~49 H C

(300) (120) (180) (295) (5) (150) (150)

38.3 32.8 34.9 40.0 40.7 29.3

20.0 21.1 20.7 20.0 19.3 22.0

20.8 17.8 19.0 20.0 20.7 17.3

8.3 13.9 11.9 0.0 11.3 12.0

4.2 6.7 5.8 0.0 4.7 6.7

20.7

19.0

11.7

5.7

35.0

`

[ /=% ]


Case. ()q

l C l

[=100 ]

[ ,=%]

70.00 71.50 70.67 72.67 69.33 70.3370.75

(300)

H(150)

C(150)

H(75)

C(75)

H(75)

C(75)

H C H C H C

21.3 22.3 20.4 23.2 19.0 21.4 21.8

15.6 17.9 13.3 16.1 15.5 19.6 10.9

11.6 13.4 9.7 16.1 8.6 10.7 10.9 8.4 8.9 8.0 10.7 6.9 7.1 9.1

8.0 8.0 8.0 8.9 6.9 7.1 9.1


Case. CSI

/

100.6 101.1 99.6

100.1 100.5 98.6

101.2 102.0 100.0

100.5 100.7 100.1

99.6 99.8 99.3

100.4 100.7 99.2

98.9 98.7 99.4

69.0 71.6 66.9 68.5 68.6 71.5

66.1 68.2 65.2 68.2 61.6 65.8

DP BS HM

64.4 67.8 61.0 64.7 67.6

61.7 63.1 65.6

60.5

(100.6) (100.1)(101.2) (100.5)

(100.4)(98.9)(99.6)

CSI CSI - -

* BS =(/BS)X100

:


q q

l l

q l l l

q l l l

q l l

q l l

, ,, . . .

, ,, . . .


q

l l l

ql l l


1. ?2. ?3. ?4. ?5. ?6. ?7. ?8. ?9. ?10. ?11. ?12. ?13. ?14. ?


q

l , , , , .l , , , .

q l .l .

q l , , , ,

l .q

l .l .

q l .l .


Contents

l 1.

l 2.

l 3.

l 4.

l 5.

l 6.


q .

q .

q .

q (SQI)(CSI)

90


Case. Brand PositioningESSE

H

L

ESSE

H


MCA Positioning Map qMCA(Multiple Correspondence Analysis)q , ( 2) .

ql (contingency table) l (cell) l

92


Case. MCA Brand q (SPSS)

Correspondence Table

45 25 30 10040 40 20 10035 65 20 120

120 130 70 320

202030Active Margin

Active Margin

Correspondence Table

45 25 30 10040 40 20 10035 65 20 120

120 130 70 320

202030Active Margin

Active Margin

93


Case. MCA Brand q (SPSS)

q Summary

.247 .061 .976 .976 .053 .039

.039 .002 .024 1.000 .056.062 19.991 .001a 1.000 1.000

Dimension12Total

SingularValue Inertia Chi Square Sig. Accounted for Cumulative

Proportion of Inertia

StandardDeviation 2

Correlation

Confidence SingularValue

4 degrees of freedoma.

Summary

.247 .061 .976 .976 .053 .039

.039 .002 .024 1.000 .056.062 19.991 .001a 1.000 1.000

Dimension12Total

SingularValue Inertia Chi Square Sig. Accounted for Cumulative

Proportion of Inertia

StandardDeviation 2

Correlation

Confidence SingularValue

4 degrees of freedoma. (H1 )

94


Case. MCA Brand q Positioning Map

,30

95


Case. MCA Brand PositioningB2.

. ------------------------------------------------------------

1) ___.2) ___.3) ___.4) ___.5) ___.6) ___.7) ___.8) ___.9) ___.10) ___.11) ___.12) ___.13) ___.14) ___.15) ___.16) ___.17) ___.18) ___.19) ___.20) ___.21) ___.22) ___.

1) 2) 3) 4) 5)

96


Case. MCA Positioning Map q Positioning Map

Positioningz , , , , , , .

z , z , ,

,

z , , ,

z .

(N=300)

97


Case. MCA Positioning Map q Personality Positioning Map

-100

0

100

-100 0 100

98


Positioning Mapping q Rule of Thumb

q l Factor Analysis

q () l MCA(Multiple Correspondence Analysis)l MDS(Multi-Dimensional Scaling)


Case. Positioning Map

- Source : , , , , , 2004.

.18. ??. : : :

19. () ?

------1) 1 2 3 4 5 6 72) 1 2 3 4 5 6 73) 1 2 3 4 5 6 74) 1 2 3 4 5 6 75) 1 2 3 4 5 6 76) 1 2 3 4 5 6 77) 1 2 3 4 5 6 78) 1 2 3 4 5 6 79) 1 2 3 4 5 6 710) 1 2 3 4 5 6 711) 1 2 3 4 5 6 712) 1 2 3 4 5 6 713) 1 2 3 4 5 6 714) 1 2 3 4 5 6 7


Positioning Map q

l 4 , 10

l 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

l , (Varimax) l 3 , KMO .753(.6 ),Bartletts Test of Sphericity .000

l (factor score) l (Mean)

l S : N : A : D : H : M :

l component plot


q 1 60% 3

q

q 1 , , []

q 2 , , []

q 3 , , , [ ]

Total Variance Explained

3.413 34.132 34.132 2.181 21.814 21.8141.606 16.063 50.196 2.121 21.214 43.0281.103 11.027 61.222 1.819 18.194 61.222.943 9.428 70.650.707 7.074 77.724.636 6.363 84.088.520 5.201 89.289.426 4.265 93.554.358 3.583 97.137.286 2.863 100.000

Component12345678910

Total% of

VarianceCumulative

% Total% of

VarianceCumulative

%

Initial Eigenvalues Rotation Sums of Squared Loadings

Extraction Method: Principal Component Analysis.

Rotated Component Matrix a

.847 .081 .109

.780 .189 .091

.539 .420 -.037

.130 .826 .078

.049 .791 .162

.363 .721 -.074

.057 -.105 .750-.142 .099 .648.489 .105 .625.389 .209 .622

2 1 3 10 9 8 6 7 5 4

1 2 3Component

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 4 iterations.a.


q N

q S

Descriptive Statistics

59 .061139059 .063830859 -.212469259

Valid N (listwise)

N Mean

Descriptive Statistics

126 .1102862126 -.0641288126 .0519456126

Valid N (listwise)

N Mean


Positioning Map 1

1.0.50.0-.5-1.0

1.0

.5

0.0

-.5

-1.0

1098

7

6

54

3

21

S

AD

H

MN

q - l H

l N H, M

l S

l N

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.


Positioning Map 2

1.0.50.0-.5-1.0

1.0

.5

0.0

-.5

-1.0

109

8

76

54

321

S

NA

D

H

M

q -

l H

l N , S

l N

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.


Positioning Map 3

1.0.50.0-.5-1.0

1.0

.5

0.0

-.5

-1.0

10 98

7

6

54

3

21

S

AD

H

M N

q -

l H

l N ,

l S ,

l N

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.


Positioning Map l H l N ,

l S

l S

S

N

H

1 :

2 : (POP )

3 :

1 :

2 : (POP )

3 :

1

2

M


q ()

BlindTest

ESSE Lights () ( )

: CLT(Central Location Test) : (Heavy, Middle, Light User 33%) : 200(ESSE 50%, 50%) : : 6

Market Test

(usage rate)

: (, Antenna Shop)) , ,

: ESSE + : 20 + 200 : , - : 7

, ,

108


()

/ , / , (Blind/Branded Test) ,

, User (, ) , / , ,

/ - , - , / ,

/

, Episode Key Buying Factor

109


/ ()

The choice of a stylish leader

/

( ) ( )

A

A ( ) Gentle Clean ,

For the stylish leader

110


?()

23.719.7

7.37.3

4.84.44.343.53.32.92.92.52.42.2

1.41.31.10.50.5

/

/

?-0.2-0.1

0.6-0.4

-0.5-0.1

-0.50.1

0.80.4

-0.70.5

-0.20.4

0.30.6

0.20.40.4

-0.7

-0.3-0.4

0.4-0.5

-0.6-0.3

-0.4-0.2

0.70.4

-0.80.4

-0.40.3

0.20.6

0.10.30.4

-0.6

111


Package Design ?()

11+228.9%71.6%

45.8%77.4%

25.3%51.1%

() 30.9% 21.8% 18.8%

Trendy

112


Conjoint Analysis q(Conjoint Analysis) l ?l

ql l (attribute level) l l

- Source : , , , , , 2004.

113


Case. Conjoint Analysis q (attribute) (attribute level)

1. 2. 3.

1. 1,760,0002. 3,500,0003. 2,420,000

1. 2. 3.

1. / 2. /

( ) : 54= 3 3 3 2

114


Conjoint Analysisq (ORTHOPLAN)q Factional Factorial Design(Orthogonal Arrays)

SPSS ORTHOPLAN

SPSS ORTHOPLAN

115


Conjoint Analysisq ( )

116

SPSS Syntax

SPSS data


Conjoint Analysis

, . ,,

117


118


q

1

0.0467

2,420,000 -1.9000

-1.1600

0.0500

7.0233

1 () 4.0600

119

() 1 4.0600 2 4.9800 3 5.3999 4 5.1600 5 6.1000 6 5.6400 7 4.6599 8 4.3800 9 4.6199 10 4.9066 10 6.0000


Case. q

4.133.78 3.88 3.65 3.52

4.08

4.54.19

3.784.11

3.413.63

3.383.64 3.51

3.323.54

3.72 3.78

3.26

3.71

3.07

1.0

2.0

3.0

4.0

5.0

120


ACSI(American Customer Satisfaction Index)

PerceivedValue

PerceivedQuality

OverallCustomerSatisfaction(ACSI)

CustomerExpectations

CustomerLoyalty

CustomerComplaints

+ +

++

+

+

+

-

h3h2

h1 h4

h5x1

g11

g31

g21

b31b21

b32

b43

b53

b54

* Source : Fornell, Claes(1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56, Jan., 6-21.

121


. NCSI((National Customer Satisfaction Index)

(a)(b)

(c)

(d)

(e)

(f)

(g)

(h)

(i)0.71

0.03

0.81 0.25

0.05

0.7-0.71

0.45

0.00

(j) (k)0.99 1.01

v

, , , 0.71

, , , 0.71

* Source : KPC(http://http://www.ncsi.or.kr/ncsi/)


. KCSI(Korean Customer Satisfaction Index)

* Source : KMAC(http://www.kmac.co.kr/certify/certify_01b_2.asp)

KCSI() = ( x 0.4) + ( x 0.4) + (() x 0.2) : (Top 2 )

Ci : i TOP 2 , Wi : i

() : () Top 2 (() ()


Brand Power Index Modelq Brand Power (Evokes set) .

q (Brand Equity) (Brand Activity)

Brand Equity,

Brand Equity,

Brand Activity,

Brand Activity,

Brand Power

* Source : Valuevine Brand Power Index(V-BPI).

124


Brand Power Index Measurementq Brand Power

Step4.BrandPower

Spet3.

Step2.

Brand Equity Brand Activity Brand Power Index

4 2(Brand Equity, Brand Activity)

4(, , , )

Step1.

()

Brand Power Index = ( Xi) / ni =1

n

125


Brand Power Index Measurement

*

A B C D

BrandEquity

1) ____ 2) ____ 3) ____ 4) ____

5) ____ 6) ____ 7) ____ 8) ____

BrandActivity

9) ____ 10) ____ 11) ____ 12) ____

13) ____ 14) ____ 15) ____ 16) ____

Brand Power Index * :5 ( , 100)

126


Case. Brand Power Index Matrix

Brand Power

Brand Equity

Brand Activity

H(N=165)

73.1 75.0 71.1

B(N=78)

67.4 70.7 64.0

R(N=78)

67.9 72.0 63.8

E(N=50)

72.3 74.2 70.3

(:100 )

(N=300,:)

EH

RB

0

25

50

75

100

0 25 50 75 100

Mean67.3

Mean73.0

*N 300Brand Equity( + )

Brand A

ctivity(

+

)

127


.

128

, . . .


Research Insight

129

()

. (Marketer) .

(Needs) . .


.

: e-mail : [email protected]/KooJaRyonghttp://koojaryong.com

: www.valuevine.kr

Marketing Research , , , .

KSA 마케팅 조사분석 및 결과활용(구자룡 2015) 강의자료

Marketing

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