Documente Academic
Documente Profesional
Documente Cultură
Marketing Research
William G. Zikmund
Chapter 4:
The Human Side
of Marketing Research
Mission Statement
Identifies the research departments purpose
within the organization.
Mission should be directly linked to the
decision makers needs.
Intuition-Centered
Decision Making
Stage of intuitive
decision making
Stage of development
Stage of
sophistication
Research-Centered
Decision Making
Mangers recognize
difference between good
and bad research
Clients
Director of Research
Research Analysts
Cross-Functional Teams
Research analyst
(project director)
Research assistant
(entry-level trainee)
Manager of
sales research
Forecast
analysts
Managers
Researchers
1. Decision oriented
1. Technique oriented
2. Intuitive
2. Analytical
7. Proactive
Budget
Assignments
Problem definition
Research reporting
Use of research
Pseudo-research
Research Suppliers
A commercial marketing research service that
conducts marketing research activities for clients.
Syndicated service
Some research is too expensive to perform in-house.
Standardized service
Specialize in a particular area
Greenbook 1998-1999 :
International Directory of
Marketing Research Companies
and Services
Economic factors
Objectivity
Confidentiality
Quality control
Ethical Issues
Philosophical Questions
Societal Norms
Codes of behavior adopted by a group
On the internet
Deception
Assume no physical danger or psychological harm