市場(chǎng)調(diào)研指南英文-在線瀏覽
2025-03-08 10:03本頁(yè)面
【正文】 ing Research Kraft General Foods Institution Activities, Functions, and Services Level 1. Corporate marketing departments Table Level 2. Ad agencies Level 3. Syndicated service firms Custom or ad hoc research firms Level 4. Field service firms Specialized firms Others J. Walter Thompson AC Neilson Market Facts subcontract specialized support services government, universities Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Corporate Client A Corporate Client B Custom Research Firm A Custom Research Firm B Syndicated Research Firm X Syndicated Research Firm Y Ad Agency Field Office X Field Service Firm X Field Office Y Field Service Firm Y R R R R R R Interviewer Interviewer Interviewer Interviewer Interviewer Level 1 Level 2 Level 3 Level 4 Information Users Research Designers and Suppliers Data Collectors Respondents Figure R R R R The Structure of the Marketing Research Industry Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making 4. Identify new target markets. 5. Create new marketing mixes for new target markets. Level 2: Information Users (Ad Agencies) ? serves corporate clients ? may be ultimate users of research data ? main business: the development and execution of ad campaigns. To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Level 3: Research Designers and Suppliers ? sell research services ? design research studies ? analyze results ? make remendations to client ? they design research, manage its execution, and buy data collection from other firms To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Level 4: Data Collectors Field service firms collect data for: ? syndicated research firms ? custom research firms ? ad agencies ? corporations To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Only 15 percent of service panies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees. Companies are conducting less research internally. Our attention will be devoted to marketing departments found in the more sophisticated, larger panies. To learn about the various types of firms and their functions in research. Corporate Marketing Research Departments Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Level 3: The Big Marketing Research Companies Four largest firms in the industry: ? A. C. Nielsen Corporation retail measurement services ? IMS Health Incorporated pharmacy and hospital audits To learn about the various types of firms and their functions in research. The Marketing Research Industry Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making ? Information Resources Incorporates Tracks weekly sales and price for mass merchandisers ? Nielsen Media Research Television industry To learn about the various types of firms and their functions in research. The Marketing Research Industry Learning Objectives Chapter 1 The Role of Market Research in Management Decision Making Level 3: Custom or Ad Hoc Research Firms Oneofakind marketing research projects Level 3:
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