市場(chǎng)營(yíng)銷國(guó)外原版教材第二章(參考版)
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【正文】 下午 6時(shí) 27分 9秒 下午 6時(shí) 27分 18:27: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴 。 2023年 2月 下午 6時(shí) 27分 :27February 4, 2023 ? 1業(yè)余生活要有意義，不要越軌。 :27:0918:27:09February 4, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 18:27:0918:27:0918:27Saturday, February 4, 2023 ? 1知人者智，自知者明。 18:27:0918:27:0918:272/4/2023 6:27:09 PM ? 1越是沒(méi)有本領(lǐng)的就越加自命不凡。 下午 6時(shí) 27分 9秒 下午 6時(shí) 27分 18:27: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 2月 下午 6時(shí) 27分 :27February 4, 2023 ? 1少年十五二十時(shí)，步行奪得胡馬騎。 2023年 2月 4日星期六 下午 6時(shí) 27分 9秒 18:27: ? 1楚塞三湘接，荊門九派通。 18:27:0918:27:0918:27Saturday, February 4, 2023 ? 1不知香積寺，數(shù)里入云峰。 18:27:0918:27:0918:272/4/2023 6:27:09 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 下午 6時(shí) 27分 9秒 下午 6時(shí) 27分 18:27: ? 沒(méi)有失敗，只有暫時(shí)停止成功！。 2023年 2月 下午 6時(shí) 27分 :27February 4, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 2023年 2月 4日星期六 下午 6時(shí) 27分 9秒 18:27: ? 1比不了得就不比，得不到的就不要。 18:27:0918:27:0918:27Saturday, February 4, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 18:27:0918:27:0918:272/4/2023 6:27:09 PM ? 1以我獨(dú)沈久，愧君相見(jiàn)頻。 2023 Pearson Education Australia 51 ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 2023 Pearson Education Australia 49 Summary (continued) ? MRP definition tasks are: ? Describe information needed for decision making ? Set the decision criteria ? Estimate project value and set a budget ? Prepare research brief ? Includes description of the MRP ? Brief should: ? Be a written document ? Clearly explain the DM’s problem ? State the information required ? Is the basis of a research proposal Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 47 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 45 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 43 Impact on Client and Researcher ? Fishing briefs ? Abuse of Position ? Unnecessary Research ? Unqualified Researcher ? Disclosure of Identity ? Nonconfidential Data ? Misleading Presentations Client using a brief to acquire expertise Researcher must use correct research procedures Researcher duty not to perform unnecessary research Researcher should not accept work if not qualified to undertake Client identity not released without consent Client owns the data – researcher cannot use data without client consent Not overstate precision and avoid unnecessarily technical terms Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 41 ? Ethical concerns revolve around: ? Methods of generating research results ? Reporting of research results ? Inplete Reporting ? Misleading Reporting ? Biased Research Impact on the Public When researcher does not reveal negative findings Distortion of information Research process performed improperly Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 39 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 37 The Importance of Ethics in Marketing Research ? The process of evaluating and addressing whether a particular action is right or wrong, good or bad ? Pertinent for marketing and marketing research because of the amount and variety of contact that marketers have with the public ? Marketers must adhere to ethical standards as consumer research requires the cooperation of the public Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 35 Marketing Research Suppliers and Services ? Data analysis services ? Provide both simple and plex data analysis techniques used to understand the meaning of the information collected ? Inter fieldwork ? Arrange access to survey facilities on the Net Malhotra, Hall, Shaw, Oppenheim: Mar
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