营销调研-英文ppt-01章.ppt

Chapter1IntroductionandEarlyPhasesofMarketResearch ChapterOutline 1 Overview2 DefinitionofMarketingResearch3 AClassificationofMarketingResearch4 MarketingResearchProcess5 TheRoleofMarketingResearchinMarketingDecisionMaking6 MarketingResearchandCompetitiveIntelligence7 TheDecisiontoConductResearch ChapterOutline 8 MarketingResearchSuppliersandServices9 SelectingaResearchSupplier10 CareersinMarketingResearch11 TheRoleofMarketingResearchinMISandDSS12 TheDepartmentStoreProject13 InternationalMarketingResearch14 EthicsinMarketingResearch15 Summary RedefiningMarketingResearch TheAmericanMarketingAssociation AMA redefinedMarketingResearchas Thefunctionthatlinkstheconsumer thecustomer andpublictothemarketerthroughINFORMATION RedefiningMarketingResearch DefinitionofMarketingResearch MarketingresearchisthesystematicandobjectiveidentificationcollectionanalysisdisseminationanduseofinformationForthepurposeofimprovingdecisionmakingrelatedtotheidentificationandsolutionofproblemsandopportunitiesinmarketing MarketResearch SpecifiestheinformationnecessarytoaddresstheseissuesManagesandimplementsthedatacollectionprocessAnalyzestheresultsCommunicatesthefindingsandtheirimplicationsHelpsmanagersusethisinformationtomakedecisions ClassificationofMarketingResearch Problem IdentificationResearchResearchundertakentohelpidentifyproblemswhicharenotnecessarilyapparentonthesurfaceandyetexistorarelikelytoariseinthefuture Examples marketpotential marketshare image marketcharacteristics salesanalysis forecasting andtrendsresearch Problem SolvingResearchResearchundertakentohelpsolvespecificmarketingproblems Examples segmentation product pricing promotion anddistributionresearch AClassificationofMarketingResearch Problem SolvingResearch Problem SolvingResearch Problem SolvingResearch MarketingResearchProcess Step1 ProblemDefinitionStep2 DevelopmentofanApproachtotheProblemStep3 ResearchDesignFormulationStep4 FieldworkorDataCollectionStep5 DataPreparationandAnalysisStep6 ReportPreparationandPresentation MarketingResearchProcess Step1 DefiningtheProblem Step2 DevelopinganApproachtotheProblem Step3 FormulatingaResearchDesign Step4 DoingFieldWorkorCollectingData Step5 PreparingandAnalyzingData Step6 PreparingandPresentingtheReport TheRoleofMarketingResearch PowerDecisions Methodology OrganizationalChartforVNU MarketingResearchSuppliers Services Top50U S MarketingResearchFirms 1717LiebermanResearchWorldwideLosAngeles67 277 713 51818AbtAssociatesInc Cambridge Mass 41 541 5 1921MarketStrategiesInc Livonia Mich 37 939 54 12022BurkeInc Cincinnati37 143 414 52130comScoreNetworksInc Reston Va 34 934 9 2224MORPACEInternationalInc FarmingtonHills M31 134 59 92325KnowledgeNetworksInc MenloPark Calif 29 829 8 2334OTXResearchLosAngeles29 829 8 2523ICR Int lCommunicationsResearchMedia Pa 29 029 41 42636DirectionsResearchInc Cincinnati27 327 3 2728NationalResearchCorp Lincoln Neb 26 729 710 12832MarketingResearchServicesInc Cincinnati25 425 4 2929LiebermanResearchGroupGreatNeck N Y 25 125 51 63033Peryam KnollResearchCorp Chicagowww pk 22 522 70 131 NationalAnalystsInc Philadelphia22 322 3 32 PublicOpinionStrategiesLLCAlexandria VAwww pos org21 221 2 Top50U S MarketingResearchFirms Cont Table1 2 3327WalkerInformationInc Indianapolis20 423 814 33439ThePreTestingCo Inc Tenafly N J 19 820 42 93519C RResearchServicesInc Chicago19 719 7 3635Flake WilkersonMarketInsightsLittleRock Ark 18 818 8 3737DataDevelopmentWorldwideNewYork18 320 711 63841Schulman Ronca BucuvalasInc NewYork17 217 2 3945CheskinRedwoodShores Calif 16 519 013 24038RDAGroupInc BloomfieldHills Mich 15 417 09 44147MarketingAnalystsInc Charleston S C 15 215 62 64246MarketProbeInc Milwaukee14 124 642 74344SavitzResearchCos Dallas14 014 0 4442TheMarketingWorkshopInc Norcross Ga 13 913 9 4548RoninCorp Princeton N J 13 513 92 94649MarketVisionResearchInc Cincinnati11 811 8 47 RTI DFDInc Stanfordd Conn www rti 11 511 5 48 QResearchSolutionsInc OldBridge N J 11 211 2 4950DataRecognitionCorp MapleGrove Minn 10 810 8 50 PhoenixMarketingInternationalRhinebeck N Y 10 610 6 Total 6 291 0 13 307 752 7 Allother 138CASROcompaniesnotincludedintheTop50 3656 6 737 711 0 Total 188companies 6 947 6 14 045 450 5 EstimatedbyTop501U S andworldwiderevenuemayincludenonresearchactivitiesforsomecompaniesthataresignificantlyhigher Seeindividualcompanyprofilesfordetails 2Rateofgrowthfromyeartoyearhasbeenadjustedsoasnottoincluder Top50U S MarketingResearchFirms Cont Table1 2 SelectedMarketingResearchCareerDescriptions VicePresidentofMarketingResearch Theseniorpositioninmarketingresearch Thevicepresident VP isresponsiblefortheentiremarketingresearchoperationofthecompanyandservesonthetopmanagementteam Thispersonsetstheobjectivesandgoalsofthemarketingresearchdepartment ResearchDirector Alsoaseniorposition Theresearchdirectorhasthegeneralresponsibilityforthedevelopmentandexecutionofallthemarketingresearchprojects AssistantDirectorofResearch Servesasanadministrativeassistanttothedirectorandsupervisessomeoftheothermarketingresearchstaffme。