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时间:2021-03-28
《中山大学吴柏林教授-研究生课程“营销管理”绝密资料-CH04.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、ExploringMarketingResearchWilliamG.ZikmundChapter4:TheHumanSideofMarketingResearchMissionStatementIdentifiestheresearchdepartment’spurposewithintheorganizationStageofdevelopmentStageofintuitivedecisionmakingStageofsophisticationIntuition-CenteredDecisionMakingResearch-CenteredDecisionM
2、akingContinuumofMarketingResearchSophisticationResearchDepartmentsPerformaStaffFunctionClientsDirectorofresearchResearchanalystsCross-functionalteamsDirectorofmarketingresearchandsalesforecastingManagerofsalesresearchForecastanalystsResearchanalyst(projectdirector)Researchassistant(ent
3、ry-leveltrainee)Medium-SizedResearchDepartmentManagersResearchers1.Decisionoriented1.Techniqueoriented2.Intuitive2.Analytical3.Managersliketoconfirm3.Researchersliketoexplore4.Timeorientationtoward:a.projectimmediacy(“Ineeditnow.”)b.resultsaboutfuturebehavior(“whatwillsalesbenextyear?”)
4、4.Timeorientationtoward:a.Projectprolongment(“laterwhenwehavetimeforacompletestudy”)b.resultsaboutpastbehavior(“ourtrendhasbeen...”)5.Frugal(“keepthecostdown”)5.Notcostconscious(“yougetwhatyoupayfor”)6.Resultsorientation:a.managersdonotlikesurprises--whentheyaresurprisedtheytendtoreject
5、theresultsb.concern(“aren’twenumberoneyet?”)c.certainty(“isitorisn’tit?”)6.Resultsorientation:a.researcherslovesurprisesb.abstraction(“ourexponentialgain...”)c.probability(“maybe”)7.Proactive7.ReactiveTopManagement-MarketingResearchConflictResearchresponsibilityResearchpersonnelBudgetAs
6、signmentsProblemdefinitionResearchreportingUseofresearchResearchSupplierAcommercialmarketingresearchservicethatconductsmarketingresearchactivitiesforclientsSyndicatedserviceStandardizedserviceProvidescustomizedresearchGreenbook2000-2001:InternationalDirectoryofMarketingResearchCompanie
7、sandServices(Serial)ConsiderationsforHiringOutsideSuppliersExpertiseUrgencyofthedecisionPersonnelresourcesEconomicfactorsObjectivityConfidentialityQualitycontrolEthicalIssuesPhilosophicalquestionsSocietalnormsCodesofbehaviorRightsandObligationsoftheRespondentTheobligationtobet
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