市場(chǎng)營(yíng)銷國(guó)外原版教材第二章(編輯修改稿)
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【文章內(nèi)容簡(jiǎn)介】 ? Benefit of a brief lie in the process of preparation and documentation it provides on the nature of the problem Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 26 The Research Brief ? Brief requires: ? Background information ? Consideration of the management problem ? Information required to make decisions ? Specification of decision criteria ? Budget estimate ? Indication of timing Students should refer to Appendix 2A (Reaching agreement on a market research project) and Appendix 2B (Writing a research brief) for more details Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 27 The Research Brief ? Nature of brief will vary depending upon: ? Type of research being planned ? Clientresearcher relationship ? Value of the project ? Brief includes: 1 E x e c u t i v e S u m m a r y 8 R e por t i n g r e qu i r e m e n t s2 I n t r odu c t i on 9 T i m i n g3 B a c kg r ou n d 10 B u dg e t4 M a n a g e m e n t de c i s i on pr obl e m ( M D P ) ? r e s e a r c h pu r pos e11 M a t e r i a l s5 M a r ke t r e s e a r c h pr obl e m ( M R P ) m a r ke t r e s e a r c h ob j e c t i v e s12 C on t r a c t u a l a r r a n g e m e n t s6 Sc ope of t h e pr oj e c t 13 R e qu i r e m e n t s f or pr opos a l s7 Pr opos e d r e s e a r c h de s i g n ( i f kn ow n ) 14 P r oj e c t m a n a g e m e n tRefer to Table in the text for a detailed list of what a brief contains Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 28 Selecting a Research Supplier ? External supplier used when tasks cannot be undertaken internally ? Basic criteria for supplier selection: ? Reputation ? Complete on schedule ? Maintain ethical standards ? Flexibility ? High quality projects ? Extent and type of experience ? Experience in similar projects ? Level of technical and nontechnical expertise ? Client munication skills Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 29 Selecting a Research Supplier ? External supplier used when tasks cannot be undertaken internally ? Basic criteria for supplier selection: ? Reputation ? Complete on schedule ? Maintain ethical standards ? Flexibility ? High quality projects ? Extent and type of experience ? Experience in similar projects ? Level of technical and nontechnical expertise ? Client munication skills Research project often a tradeoff between costs and quality. Cheapest bid not always the best. Obtain petitive (written) bids and pare on quality and price. Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 30 Topic ? From management decision problem to marketing research problem ? Defining the marketing research problem ? Tasks in defining the marketing research problem ? The research brief ? Marketing research suppliers and services ? Importance of ethics in marketing research ? Stakeholders in marketing research ? International marketing research ? Summary Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 31 Marketing Research Suppliers and Services Marketing research department with a firm Outside firm hired to supply research data Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 32 Marketing Research Suppliers and Services ? Syndicated services ? Companies that collect and sell mon pools of data designed to serve information needs shared by a number of clients ? Omnibus survey ? A regularly scheduled multiclient and multitopic survey that is available for any client to add questions on a sharedcost basis ? Standardised or branded services ? Those that are available on the same basis over time to many different businesses Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 33 Marketing Research Suppliers and Services ? Customised ad hoc services ? Research services tailormade to suit the specific needs of a particular client. Each project is treated uniquely ? Specialist qualitative data collection services ? Those provided by anisations that specialise in nonnumerical data collection using techniques of conversation and discussion ? Limited service providers ? Typically offer the ancillary services to a marketing research project such as fieldwork, data entry and data analysis Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 34 Marketing Research Suppliers and Services ? Field services ? Focus on data collection via mail, personal or telephone interviewing ? Coding and data entry services ? Involve transferring data from a questionnaire to puter readable form ? Analyt
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