市场营销课件英文22个文件教学作者几十个ppt 04-mr participants.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter4:TheHumanSideofMarketingResearchMissionStatementIdentifiestheresearchdepartment’spurposewithintheorganizationStageofdevelopmentStageofintuitivedecisionmakingStageofsophisticationIntuition-CenteredDecisionMakingResearch-Cente

2、redDecisionMakingContinuumofMarketingResearchSophisticationResearchDepartmentsPerformaStaffFunctionClientsDirectorofResearchResearchAnalystsCross-FunctionalTeamsDirectorofmarketingresearchandsalesforecastingManagerofsalesresearchForecastanalystsResearchanalyst(projectdirecto

3、r)Researchassistant(entry-leveltrainee)StructureofaMedium-SizedResearchDepartmentManagersResearchers1.Decisionoriented1.Techniqueoriented2.Intuitive2.Analytical3.Managersliketoconfirm3.Researchersliketoexplore4.Timeorientationtoward:a.projectimmediacy(“Ineeditnow.”)b.results

4、aboutfuturebehavior(“whatwillsalesbenextyear?”)4.Timeorientationtoward:a.Projectprolongment(“laterwhenwehavetimeforacompletestudy”)b.resultsaboutpastbehavior(“ourtrendhasbeen...”)5.Frugal(“keepthecostdown”)5.Notcostconscious(“yougetwhatyoupayfor”)6.Resultsorientation:a.manag

5、ersdonotlikesurprises--whentheyaresurprisedtheytendtorejecttheresultsb.concern(“aren’twenumberoneyet?”)c.certainty(“isitorisn’tit?”)6.Resultsorientation:a.researcherslovesurprisesb.abstraction(“ourexponentialgain...”)c.probability(“maybe”)7.Proactive7.ReactiveProbableAreasof

6、TopManagement-MarketingResearchConflictResearchresponsibilityResearchpersonnelBudgetAssignmentsProblemdefinitionResearchreportingUseofresearchResearchSupplierAcommercialmarketingresearchservicethatconductsmarketingresearchactivitiesforclientsSyndicatedserviceStandardizedserv

7、iceProvidescustomizedresearchGreenbook1998-1999:InternationalDirectoryofMarketingResearchCompaniesandServices(Serial)ConsiderationsforHiringOutsideSuppliersExpertiseUrgencyofthedecisionPersonnelresourcesEconomicfactorsObjectivityConfidentialityQualitycontrolEthicalIssuesPh

8、ilosophicalQuestionsSocietalNormsCodesofBehaviorRightsandObligationsoftheRe