《市场营销专业英语教程》教学课件第2章Marketing Research.ppt

* Company V.S. Contract Research Company Research is done by the marketing research departments of the company. Contract Research is done by other marketing research firms, advertising agencies, and consulting companies on a contract basis. Some marketing research suppliers have special expertise in a particular type of research that makes them a better choice than doing the research internally. The Marketing Research Process * 3. Performance of the Research Performance of the research involves preparing for data collection and actually collecting them. The tasks at this stage obviously depend on the type of research that has been -selected and the type of data needed. Failure to obtain and record data clearly can obviously lead to a poor research study, while failure to consider the rights of respondents raises both practical and ethical problems. Thus, both the objectives and constraints of data collection must be closely -monitored. The Marketing Research Process * 4. Processing of Research Data Processing research data includes the preparation of data for analysis and the actual analysis of them. Preparations include such things as editing and structuring data and coding them for analysis. The appropriate analysis techniques for collected data depend on the nature of the -research question and the design of the research. The Marketing Research Process * 5. Preparation of the Research Report The research report is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research. Research reports should be clear and unambiguous with respect to what was done and what recommendations are made. Often research reports must trade off the apparent precision of scientific jargon for everyday language that managers can understand. The Marketing Research Process * Limitations of the Research Process (could-be problems) 1. Test m