the human side of marketing research.ppt

ExploringMarketingResearchWilliamG.Zikmund,Chapter4:TheHumanSideofMarketingResearch,天马行空官方博客：,MissionStatement,Identifiestheresearchdepartmentspurposewithintheorganization,Stageofdevelopment,Stageofintuitivedecisionmaking,Stageofsophistication,Intuition-CenteredDecisionMaking,Research-CenteredDecisionMaking,ContinuumofMarketingResearchSophistication,ResearchDepartmentsPerformaStaffFunction,ClientsDirectorofResearchResearchAnalystsCross-FunctionalTeams,Directorofmarketingresearchandsalesforecasting,Managerofsalesresearch,Forecastanalysts,Researchanalyst(projectdirector),Researchassistant(entry-leveltrainee),StructureofaMedium-SizedResearchDepartment,Managers,Researchers,1.Decisionoriented,1.Techniqueoriented,2.Intuitive,2.Analytical,3.Managersliketoconfirm,3.Researchersliketoexplore,4.Timeorientationtoward:jectimmediacy(“Ineeditnow.”)b.resultsaboutfuturebehavior(“whatwillsalesbenextyear?”),4.Timeorientationtoward:a.Projectprolongment(“laterwhenwehavetimeforacompletestudy”)b.resultsaboutpastbehavior(“ourtrendhasbeen.”),5.Frugal(“keepthecostdown”),5.Notcostconscious(“yougetwhatyoupayfor”),6.Resultsorientation:a.managersdonotlikesurprises-whentheyaresurprisedtheytendtorejecttheresultsb.concern(“arentwenumberoneyet?”)c.certainty(“isitorisntit?”),6.Resultsorientation:a.researcherslovesurprisesb.abstraction(“ourexponentialgain.”)bability(“maybe”),7.Proactive,7.Reactive,ProbableAreasofTopManagement-MarketingResearchConflict,ResearchresponsibilityResearchpersonnelBudgetAssignmentsProblemdefinitionResearchreportingUseofresearch,ResearchSupplier,AcommercialmarketingresearchservicethatconductsmarketingresearchactivitiesforclientsSyndicatedserviceStandardizedserviceProvidescustomizedresearch,Greenbook1998-1999:InternationalDirectoryofMarketingResearchCompaniesandServices(Serial),ConsiderationsforHiringOutsideSuppliersExpertiseUrgencyofthedecisionPersonnelresourcesEconomicfactorsObjectivityConfidentialityQualitycontrol,EthicalIssues,PhilosophicalQuestionsSocietalNormsCodesofBehavior,RightsandObligationsoftheRespondentTheobligationtobetruthfulPrivacyDeceptionTherighttobeinformed,RightsandObligationsoftheResearcherThepurposeofresearchisresearchObjectivityMisrepresentingresearchProtecttherighttoconfidentialityofbothsubjectsandclientsDisseminationoffaultyconclusionsAdvocacyresearch,RightsandObligationsoftheClientSponsor(User)EthicsbetweenbuyerandsellerAnopenrelationshipwithresearchsuppliersAnopenrelationshipwithinterestedpartiesPrivacyCommitmenttoresearchPseudo-pilotstudies,AdvocacyResearc