当代市场调研10E全套配套课件中英文PPTch20.ppt

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1、ChapterTwenty20-1MarketingResearchSupplierManagement20-2KeyTerms&Definitions1.Maintainsclientconfidentiality2.Ishonest3.Ispunctual4.Isflexible5.Deliversagainstprojectspecifications6.Provideshigh-qualityoutput7.Isresponsivetotheclient’sneeds8.Hashighquality-contr

2、olstandards9.Iscustomer-orientedininteractionswithclient10.KeepstheclientinformedthroughoutaprojectWhatClientsWant–AResearcherWho:ManagingtheResearchProcess20-3KeyTerms&DefinitionsResearchManagement:Overseeingthedevelopmentofexcellentcommunicationsystems,dataqua

3、lity,timeschedules,costcontrols,clientprofitability,andstaffdevelopment.ManagingtheResearchProcess20-4KeyTerms&DefinitionsSomeKeyIssues:OrganizingtheSupplierFirmDataQualityManagementTimeManagementCostManagementOutsourcingOutsourcing20-5KeyTerms&DefinitionsOutsou

4、rcing:Havingpersonnelinanothercountryperformsomeorallofthefunctionsinvolvedinamarketingresearchproject.CaptiveOutsourcing:Whenaresearchfirmcreatesawholly-ownedforeignfacilityforoutsourcing.20-6KeyTerms&DefinitionsOutsourcingIssuesConfidentialityInfrastructureQua

5、lityofdeliverablesDomainknowledgeCulturalissuesJoblossesintheclientcountryandassociatednegativepublicityfortheagencyEmployeeliabilityClientProfitabilityAnalysis20-7KeyTerms&DefinitionsScreeningQuestionsUsedbyCRI20-8KeyTerms&DefinitionsHowdidyouhearaboutus?Whatki

6、ngofworkisit(intermsofindustryscope)?What’syourbudget?Whatareyourdecisioncriteria?Whomarewecompetingagainstforyourbusiness?Whyareyouthinkingofswitching?StaffManagementandDevelopment20-9KeyTerms&DefinitionsCreateanenvironmentthatencouragesrisktaking,experimentati

7、on,andresponsibility.Fosterrecognitionandaccountability.Providejobautonomywithinacertainstructure.Attractandsupportpeoplewithentrepreneurialattitudes.Connectrewardstoabusinessresult.Openyourfinancialbooks.Offerdiversitywithinyourorganization.Provideclearpromotio

8、nalpaths.SomeKeyTechniques:ManagingaMarketingResearchDepartment20-10KeyTerms&DefinitionsAllocatingtheresearchdepartmentbudget.Prioritizingprojects.Retainingskilledsta