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第三節 研究限制與後續建議
一、研究限制
(一) 個案公司的選擇
由於本研究是選擇兩間市場上經營較為成功的有機公司去討論他們的行銷 策略,但市場上有機公司非常多,經營成功的也不只這兩間,加上並沒有把經營 成績較為不理想的有機公司放入來作一對比,因此是否能以這兩間公司作為一代 表,仍有待商榷。
(二) 質化方法的選擇
本研究在質化上是用過往的文獻找出有關 A、B 公司的資料,並作一整理歸 納分析得出 STP 及行銷組合策略,並用簡單的電話訪問得到部分資料,並沒有採 取一般質化研究常作的深度訪談法,因此可能無法獲得最新的公司策略,進而影 響了研究品質。
(三) 抽樣方式
本研究問卷的發放地點在 A 公司的忠孝復興店、B 公司的國父紀念館店、棉 花田公館店、東區街頭、政大等地分早、中、晚發放,因並非全部集中在有機店 的門外發放,因此是否有過多的受測者是久久才消費有機產品的,進而影響了研 究的結果。
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二、後續研究建議
(一) 可選擇更多的個案公司或經營績效較為不理想的公司作為一對照
在個案公司的選擇上,如能增加更多的公司或用經營績效較為不理想之公司 作一對照,則可能得到更加完整的資料。
(二) 可研究不同的消費者行為購面
本研究在販售者是採取 STP 及 4P 作為研究主軸,在消費者的立場上是用產 品涉入去探討購買意願之間的關係,未來的研究在消費者立場上,可以用購買動 機、認知價值、知覺風險或是消費者的特徵或決策程序作為探討的主軸。
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