关键事件研究法在营销研究中的应用

关键事件研究技术,是系统地确定在特定的情况下个体或组织成功或失败行为的一系列程序,其步骤包括事件讲述-内容研究-导因归结。文章对关键事件在营销研究的应用进行深入探讨,提出关键事件研究实施的框架模型,强调主观思维与客观思维相结合,对关键事件进行合理的分类,把管理对象的深入细化,明确管理对象之间的互相作用,目的使关键事件研究法在营销研究应用中更科学更便利。

Application of Critical Incident Study in Marketing Research

The critical incident study technology is a series of procedures to determine the success or failure behavior of the individual or organization in the specific case,and its steps include events narration-content research-attributed.This paper made in-depth discussion on application of critical incident in marketing research and proposed the framework model of the implementation of critical incident study,emphasized the combination of subjective thinking and objective thinking,made reasonable classification of critical events,and conducted depth refinement of the managed object,cleared the interaction between managed objects,the purpose is to make the application of critical incident study in the marketing research be more scientific and convenient.