市场营销课件英文版：04-mr participants

1、Exploring Marketing ResearchWilliam G. Zikmund,Chapter 4: The Human Side of Marketing Research,Mission Statement,Identifies the research departments purpose within the organization,Stage of development,Stage of intuitive decision making,Stage of sophistication,Intuition-Centered Decision Making,Rese

2、arch-Centered Decision Making,Continuum of Marketing Research Sophistication,Research Departments Perform a Staff Function,Clients Director of Research Research Analysts Cross-Functional Teams,Director of marketing research and sales forecasting,Manager of sales research,Forecast analysts,Research a

3、nalyst (project director),Research assistant (entry-level trainee),Structure of a Medium-Sized Research Department,Managers,Researchers,1. Decision oriented,1. Technique oriented,2. Intuitive,2. Analytical,3. Managers like to confirm,3. Researchers like to explore,4. Time orientation toward: a. proj

4、ect immediacy (“I need it now.”) b. results about future behavior (“what will sales be next year?”),4. Time orientation toward: a. Project prolongment (“later when we have time for a complete study”) b. results about past behavior (“our trend has been . . .”),5. Frugal (“keep the cost down”),5. Not

5、cost conscious (“you get what you pay for”),6. Results orientation: a. managers do not like surprises-when they are surprised they tend to reject the results b. concern (“arent we number one yet?”) c. certainty (“is it or isnt it?”),6. Results orientation: a. researchers love surprises b. abstractio

6、n (“our exponential gain. . .”) c. probability (“may be”),7. Proactive,7. Reactive,Probable Areas of Top Management-Marketing Research Conflict,Research responsibility Research personnel Budget Assignments Problem definition Research reporting Use of research,Research Supplier,A commercial marketing

7、 research service that conducts marketing research activities for clients Syndicated service Standardized service Provides customized research,Greenbook 1998-1999 : International Directory of Marketing Research Companies and Services (Serial),Considerations for Hiring Outside Suppliers Expertise Urg

8、ency of the decision Personnel resources Economic factors Objectivity Confidentiality Quality control,Ethical Issues,Philosophical Questions Societal Norms Codes of Behavior,Rights and Obligations of the Respondent The obligation to be truthful Privacy Deception The right to be informed,Rights and O

9、bligations of the Researcher The purpose of research is research Objectivity Misrepresenting research Protect the right to confidentiality of both subjects and clients Dissemination of faulty conclusions Advocacy research,Rights and Obligations of the Client Sponsor (User) Ethics between buyer and seller An open relationship with research suppliers An open relationship with interested parties Privacy Commitment to research Pseudo-pilot studies,Advocacy Research,Res