当代市场调研02(1).pptx

TheMarketing Research IndustryCopyright ? 2002 South-Western/Thomson LearningCHAPTER two Learning Objectives1. To appreciate the structure of the marketing research industry.2. To comprehend the nature of corporate marketing research departments.3. To learn the various types of firms and their research functions in the market research industry.4. To understand the impact of the Internet on the marketing research industry.5. To learn who uses marketing research.6. To understand the growing importance of strategic partnering.7. To appreciate the trends in global marketing research. Level 1. Primary Information Users (Corporate Marketing Departments)The ultimate users of marketing researchMarketing research data is needed to:1. Determine how targets will react to alternative marketing mixes.2. Evaluate success of operational marketing strategies.3. Assess changes in the external environment. To learn about the various types of firms and their functions in research.The Evolving Structure To learn about the various types of firms and their functions in research.The Evolving StructureCorporate MarketingResearch DepartmentsThe Marketing Research IndustryThe Internet ImpactUsers of Marketing ResearchStrategic PartneringandGlobal ResearchGeneral Categories of Institutions Involved in Marketing Research Kraft General FoodsInstitutionActivities, Functions, and ServicesLevel 1. Corporate marketing departmentsTable 2.1Level 2. Ad agenciesLevel 3. Syndicated service firms Custom or ad hoc research firmsLevel 4. Field service firmsSpecialized firmsOthersJ. Walter ThompsonAC NeilsonMarket Factssubcontractspecialized support servicesgovernment, universities CorporateClient ACorporateClient BCustomResearchFirm ACustomResearchFirm BSyndicatedResearchFirm XSyndicatedResearchFirm YAdAgencyFieldOffice XFieldServiceFirm XFieldOffice YFieldServiceFirm YRRRRRRInterviewerInterviewerInterviewerInterviewerInterviewerLevel 1Level 2Level 3Level 4InformationUsersResearchDesigners