当代市场调研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、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。10:30:4810:30:4810:3012/31/202210:30:48AM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2210:30:4810:30Dec-2231-Dec-2212、故人江海海别，几度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