人大商业研究方法第8版Chapter_01.pptVIP

1-* Assignment Please find information for following research companies in the world and answer questions: Brief introduction of each company. What business they are mostly involved. What research specialties they have. Company names: AC Nielsen Scarborough Millward Brown Nielsen Media Research 1-* Assignment Roper ASW CSA TMO Yahoo! ORC International DoubleClick Nielsen/NetRatings Taylor Nelson Sofres Intersearch J.D. Power Associates MediaMark Simmon (SMRB) BRMB Information Resources Inc. * * * Business research plays an important role in an environment that emphasizes measurement. Return on investment (ROI) is the calculation of the financial return for all business expenditures and it is emphasized more now than ever before. Business research expenditures are increasingly scrutinized for their contribution to ROMI. * Business research is a systematic inquiry that provides information to guide business decisions. The definition, as expanded by that used by the American Marketing Association, is provided in the slide. Ask students to offer examples of types of decision-making situations that could be addressed using business research. * Several factors increase the relevance for studying business research. The growth of company Web sites and e-commerce presents new challenges. Stakeholders now have more information at their disposal and are more resistant to business stimuli. Competition is growing and coming from unexpected sources. There is more government intervention geared toward protecting its various publics through restrictions on business tools. Business managers have more variables to consider in every decision. The quality of theories and models in business is improving. Greater computing power provides the potential to get more data faster, integrate that data using warehousing, understand it using data mining, and analyze it using statistical tools. Research methods are gaining wider acceptance in dealing with a wide range of business problems