當(dāng)代市場調(diào)研3

TheMarketingResearchIndustryCopyright?2002South-Western/ThomsonLearningCHAPTER

twoLearningObjectives1.Toappreciatethestructureofthemarketingresearchindustry.2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.3.Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearchindustry.4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.6.Tounderstandthegrowingimportanceofstrategicpartnering.7.Toappreciatethetrendsinglobalmarketingresearch.Level1.PrimaryInformationUsers(CorporateMarketingDepartments)The

ultimateusersofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureCorporateMarketingResearchDepartmentsTheMarketingResearchIndustryTheInternetImpactUsersofMarketingResearchStrategicPartneringandGlobalResearchGeneralCategoriesofInstitutionsInvolvedinMarketingResearch

KraftGeneralFoodsInstitutionActivities,Functions,andServicesLevel1.CorporatemarketingdepartmentsTable2.1Level2.AdagenciesLevel3.SyndicatedservicefirmsCustomoradhocresearchfirmsLevel4.FieldservicefirmsSpecializedfirmsOthersJ.WalterThompsonACNeilsonMarketFactssubcontractspecializedsupportservicesgovernment,universitiesCorporateClientACorporateClientBCustomResearchFirmACustomResearchFirmBSyndicatedResearchFirmXSyndicatedResearchFirmYAdAgencyFieldOfficeXFieldServiceFirmXFieldOfficeYFieldServiceFirmYRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel1Level2Level3Level4InformationUsersResearchDesignersandSuppliersDataCollectorsRespondentsFigure2.1RRRRTheStructureoftheMarketingResearchIndustry4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.Level2:InformationUsers(AdAgencies)servescorporateclientsmaybeultimateusersofresearchdatamainbusiness:thedevelopmentandexecutionofadcampaigns.Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureLevel3:ResearchDesignersandSupplierssellresearchservicesdesignresearchstudiesanalyzeresultsmakerecommendationstoclienttheydesignresearch,manageitsexecution,andbuydatacollectionfromotherfirmsTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureLevel4:DataCollectorsFieldservicefirmscollectdatafor:syndicatedresearchfirmscustomresearchfirmsadagenciescorporationsTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureOnly15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees.Companiesareconductinglessresearchinternally.Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemoresophisticated,largercompanies.Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.CorporateMarketingResearchDepartmentsLevel3:TheBigMarketingResearchCompaniesFourlargestfirmsintheindustry:A.C.NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalauditsTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheMarketingResearchIndustryInformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearchTelevisionindustryTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheMarketingResearchIndustryLevel3:CustomorAdHocResearchFirmsOne-of-a-kindmarketingresearchprojectsLevel3:SyndicatedServiceFirmsCollectandsellthesamemarketingresearchtomanyfirmsLevel4:FieldServiceFirmsDatacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartmentsTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheMarketingResearchIndustryCybermarketingResearchFirmsGreenfieldOnline-claimstohavetheworld’’slargestInternet-basedmarketingresearchpanel.Vividence-evaluatestheeffectivenessofwebsites.MediaMetrix-tracksthepopularityofwebsites.RelevantKnowledge,NetRatingsNielsonMediaResearchTheInternetImpactTounderstandtheimpactoftheinternetonthemarketingresearchindustry.CyberSupportFirmsToprovidesupportinconductingInternetsurveys.WebSurveyorCyberdata:TheInternetisChangingtheWayOld-LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated(SSI)ClaritasTounderstandtheimpactoftheinternetonthemarketingresearchindustryTheInternetImpactOtherOrganizationsandIndividualsSpecialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessorsTounderstandtheimpactoftheInternetonthemarketingresearchindustry.TheInternetImpactTolearnwhousesmarketingresearch.ExternalClientsVendorsFranchiseesInternalClientsNewproductdevelopment,pricingTopManagement’’sUseofResearchOtherUsersofMarketingResearchUsersofMarketingResearchFigure2.3MarketingResearchCustomersLogisticsSalesAdvertisingandPromotionNewProductDev.BrandManagersPricingCommitteeProductEngineersFinanceManufac-turingLegalH.R.Mgmt.OtherDept.SeniorMgmt.MarketingDept.FranchiseesCompanyVendorsExternalUsersorCustomersofMarketingResearchInternalTolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.TheEvolvingStructureCorporateMarketingResearchDepartmentsTheMarketingResearchIndustryTheInternetImpactUsersofMarketingResearchStrategicParterningandGlobalResearchFord’’sMarketingResearchonSampleNewTechnologyFeaturesSamplefeaturesareshownbelow:Table2.4FingerprintPassiveEntryNightVisionSystemSunTrackingVisorFrontImpactWarningInfiniteDoorCheckSkinTemperatureSensorToappreciatethetrendsinglobalmarketingresearch.GlobalMarketingResearchTrendsInastrategicpartnership,theclientandresearchfirmworktogether.Servicesprovidedmayinclude:datacollectiontrackingspecializedresearchactivityStrategicPartneringandGlobalResearchSUMMARYCorporateMarketingResearchDepartmentsTheMarketingResearchIndustryUsersofMarketingResearchStrategicPartneringandGlobalResearchTheEvolvingStructureTheEndCopyright??2002South-Western/ThomsonLearning9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。10:30:4810:30:4810:3012/31/202210:30:48AM11、以我我獨沈沈久，，愧君君相見見頻。。。12月月-2210:30:4810:30Dec-2231-Dec-2212、故人江海海別，幾度度隔山川。。。10:30:4810:30:4810:30Saturday,December31,202213、乍見翻翻疑夢，，相悲各各問年。。。12月-2212月-2210:30:4810:30:48December31,202214、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。31十十二月202210:30:48上上午10:30:4812月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。十二月月2210:30上上午12月月-2210:30December31,202216、行行動動出出成成果果，，工工作作出出財財富富。。。。2022/12/3110:30:4810:30:4831December202217、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。10:30:48上上午午10:30上上午午10:30:4812月月-229、沒有失失敗，只只有暫時時停止成成功！。。12月-2212月-22Saturday,December31,202210、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。10:30:4810:30:4810:3012/31/202210:30:48AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。12月月-2210:30:4810:30Dec-2231-Dec-2212、世世間間成成事事，，不不求求其其絕絕對對圓圓滿滿，，留留一一份份不不足足，，可可得得無無限限完完美美。。。。10:30:4810:30:4810:30Saturday,December31,202213、不知知香積積寺，，數(shù)里里入云云峰。。。12月月-2212月月-2210:30:4810:30:48December31,202214、意志堅堅強的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。31十十二月202210:30:48上上午10:30:4812月-2215、楚塞三三湘接，，荊門九九派通。。。。十二月2210:30上上午12月-2210:30December31,202216、少年十五五二十時，，步行奪得得胡馬騎。。。2022/12/3110:30:4810:30:4831December202217、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。10:30:48上上午午10:30上上午午10:30:4812月月-229、楊柳散和風(fēng)風(fēng)，青山澹吾吾慮。。1