市場營銷研究：應(yīng)用導(dǎo)向 malhotra01-文庫吧
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【正文】 Approach to the Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation 114 The Role of Marketing Research Controllable Marketing ?Product ?Pricing ?Promotion ?Distribution Variables Marketing Research Marketing Decision Making Providing Information Assessing Information Needs Marketing Managers ? Market Segmentation ? Performance Control ? Target Market Selection ? Marketing Programs Uncontrollable Environmental Factors ?Economy ?Technology ?Laws Regulations ?Social Cultural Factors ?Political Factors Customer Groups ? Employees ? Shareholders Suppliers ? ? Consumers Fig 115 Marketing Research Suppliers Services LIMITED SERVICE Branded Products and Services Data Analysis Services Analytical Services Coding and Data Entry Services Field Services FULL SERVICE Syndicate Services Standardized Services Customized Services Inter Services RESEARCH SUPPLIERS EXTERNAL INTERNAL Fig 116 Top 50 . Marketing Research Firms U . S . r a n k W o r l d w i d e r e s e a r c h N o n U . S . r e s e a r c h P e r c e n t2 0 0 1 2 0 0 0 r e ve n u e s * r e ve n u e s * n o n U . S .( $ , i n m i l l i o n s ) ( $ , i n m i l l i o n s ) r e ve n u e s1 2 V NU , I n c . Ne w Y o r k vn u . c o m $ 2 , 4 0 0 . 0 0 $ 1 , 1 0 0 . 0 0 4 5 . 8 0 %2 3 I M S H e a lt h , I n c . F a ir f ie ld , C o n n . im s h e a lt h . c o m 1 , 1 7 1 . 0 0 702 603 4 I n f o r m a t io n R e s o u r c e s , I n c . C h ic a g o in f o r e s . c o m 5 5 5 . 9 1 3 5 . 6 2 4 . 44 6 T h e K a n t a r Gr o u p F a ir f ie ld , C o n n . ka n t a r g r o u p . c o m 9 6 2 . 3 6 6 3 . 2 6 8 . 95 5 W e s t a t , I n c . R o c kvi lle , M d . w e s t a t . c o m 2 8 5 . 8 ─ ─6 7 A r b it r o n , I n c . Ne w Y o r k a r b it r o n . c o m 2 2 7 . 5 7 . 9 3 . 57 ─ NO P W o r ld U S Ne w Y o r k n o p w o r ld . c o m 2 2 4 . 1 1 7 . 5 7 . 88 8 NF O W o r ld Gr o u p Gr e e n w ic h , C o n n . n f o w . c o m 4 5 2 . 9 2 8 9 . 9 649 9 M a r ke t F a c t s , I n c . A r lin g t o n H e ig h t s , I ll. m a r ke t f a c t s . c o m 1 8 9 . 7 3 3 . 5 1 7 . 71 0 1 1 T a yl o r Ne ls o n S o f r e s U S A Lo n d o n t n s o f r e s . c o m 1 6 6 . 9 1 6 . 4 9 . 81 1 1 1 M a r it z R e s e a r c h F e n t o n , M O . m a r it z r e s e a r c h . c o m 1 8 1 . 7 5 4 . 6 301 2 2 3 I p s o s Ne w Y o r k ip s o s . c o m 2 0 4 . 3 9 1 . 4 4 4 . 71 3 1 5 J. D . P o w e r a n d A s s o c ia t e s W e s t la ke V illa g e , C a lif . j d p a . c o m 128 1 8 . 7 1 4 . 61 4 1 4 O p in io n R e s e a r c h C o r p . P r in c e t o n , N. J. o p in io n r e s e a r c h . c o m 1 3 3 . 6 4 2 . 2 3 1 . 61 5 1 0 T h e NP D Gr o u p , I n c . P o r t W a s h in g t o n , N. Y . n p d . c o m 1 0 1 . 7 13 1 2 . 81 6 1 7 Ju p it e r M e d ia M e t r ix , I n c . Ne w Y o r k j m m . c o m 8 5 . 8 1 7 . 2 201 7 1 8 H a r r is I n t e r a c t ive , I n c . R o c h e s t e r , N. Y . h a r r is in t e r a c t ive . c o m 7 5 . 4 1 0 . 5 1 3 . 91 8 2 0 A b t A s s o c ia t e s , I n c . C a m b r id g e , M a s s . a b t a s s o c ia t e s . c o m 6 2 . 8 9 . 4 151 9 1 9 C R R e s e a r c h S e r vi c e s , I n c . C h ic a g o c r r e s e a r c h . c o m 4 3 . 6 ─ ─2 0 2 2 W ir t h lin W o r ld w id e M c Le a n , V a . w ir t h lin . c o m 4 6 . 8 7 . 2 1 5 . 42 1 2 4 Li e b e r m a n R e s e a r c h W o r ld w id e Lo s A n g e le s lr w o n lin e . c
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