中山大学吴柏林教授-研究生课程“营销管理”绝密资料-CH04.ppt

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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