市场调研指南（英文）.ppt

Cyber Support Firms To provide support in conducting Internet surveys. WebSurveyor Cyberdata: The Internet is Changing the Way Old-Line Marketing Research Support Organizations Deliver Their Product Survey Sampling Incorporated (SSI) Claritas To understand the impact of the internet on the marketing research industry The Internet Impact Other Organizations and Individuals Special contributions to marketing research government agencies university bureaus professors To understand the impact of the Internet on the marketing research industry. The Internet Impact To learn who uses marketing research. External Clients Vendors Franchisees Internal Clients New product development, pricing Top Management’s Use of Research Other Users of Marketing Research Users of Marketing Research Figure 2.3 Marketing Research Customers Logistics Sales Advertising and Promotion New Product Dev. Brand Managers Pricing Committee Product Engineers Finance Manufac- turing Legal H.R. Mgmt. Other Dept. Senior Mgmt. Marketing Dept. Franchisees Company Vendors External Users or Customers of Marketing Research Internal To learn about the various types of firms and their functions in research. The Evolving Structure Corporate Marketing Research Departments The Marketing Research Industry The Internet Impact Users of Marketing Research Strategic Parterning and Global Research Ford’s Marketing Research on Sample New Technology Features Sample features are shown below: Table 2.4 Fingerprint Passive Entry Night Vision System Sun Tracking Visor Front Impact Warning Infinite Door Check Skin Temperature Sensor To appreciate the trends in global marketing research. Global Marketing Research Trends In a strategic partnership, the client and research firm work together. Services provided may include: data collection tracking specialized research activity Strategic Partnering and Global Research SUMMARY Corporate Marketing Research Departments The Marketing Research Industry Users of Marke