Marketing Research （英文原

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1、Chapter1IntroductionandEarlyPhasesofMarketResearchChapterOutline1)Overview2)DefinitionofMarketingResearch3)AClassificationofMarketingResearch4)MarketingResearchProcess5)TheRoleofMarketingResearchinMarketingDecisionMaking6)MarketingResearchandCompetitiveIntelligence7)TheDecisiontoConductResear

2、chChapterOutline8)MarketingResearchSuppliersandServices9)SelectingaResearchSupplier10)CareersinMarketingResearch11)TheRoleofMarketingResearchinMISandDSS12)TheDepartmentStoreProject13)InternationalMarketingResearch14)EthicsinMarketingResearch15)SummaryRedefiningMarketingResearchTheAmericanMark

3、etingAssociation(AMA)redefinedMarketingResearchas:Thefunctionthatlinkstheconsumer,thecustomer,andpublictothemarketerthroughINFORMATIONUsedtoidentifyanddefinemarketopportunitiesandproblemsGenerate,refine,andevaluatemarketingperformanceMonitormarketingperformanceImproveunderstandingofmarketinga

4、saprocessInformationRedefiningMarketingResearchDefinitionofMarketingResearchMarketingresearchisthesystematicandobjectiveidentificationcollectionanalysisdisseminationanduseofinformationForthepurposeofimprovingdecisionmakingrelatedtotheidentificationandsolutionofproblemsandopportunitiesinmarket

5、ing.MarketResearchSpecifiestheinformationnecessarytoaddresstheseissuesManagesandimplementsthedatacollectionprocessAnalyzestheresultsCommunicatesthefindingsandtheirimplicationsHelpsmanagersusethisinformationtomakedecisionsClassificationofMarketingResearchProblem-IdentificationResearchResearchu

6、ndertakentohelpidentifyproblemswhicharenotnecessarilyapparentonthesurfaceandyetexistorarelikelytoariseinthefuture.Examples:marketpotential,marketshare,image,marketcharacteristics,salesanalysis,forecasting,andtrendsresearch.Problem-SolvingResearchResearchundertakentohelpsolvespecificmarketingp

7、roblems.Examples:segmentation,product,pricing,promotion,anddistributionresearch.AClassificationofMarketingResearchMarketingResearchProblemIdentificationResearchProblem-SolvingResearchMarketPotentialResearchMarketShareResearchMarketCharacteris