当代市场调研10E全套配套课件中英文PPTch20.ppt 15页

ChapterTwenty20-1 MarketingResearchSupplierManagement20-2KeyTerms&Definitions1.Maintainsclientconfidentiality2.Ishonest3.Ispunctual4.Isflexible5.Deliversagainstprojectspecifications6.Provideshigh-qualityoutput7.Isresponsivetotheclient’sneeds8.Hashighquality-controlstandards9.Iscustomer-orientedininteractionswithclient10.KeepstheclientinformedthroughoutaprojectWhatClientsWant–AResearcherWho: ManagingtheResearchProcess20-3KeyTerms&DefinitionsResearchManagement:Overseeingthedevelopmentofexcellentcommunicationsystems,dataquality,timeschedules,costcontrols,clientprofitability,andstaffdevelopment. ManagingtheResearchProcess20-4KeyTerms&DefinitionsSomeKeyIssues:OrganizingtheSupplierFirmDataQualityManagementTimeManagementCostManagementOutsourcing Outsourcing20-5KeyTerms&DefinitionsOutsourcing:Havingpersonnelinanothercountryperformsomeorallofthefunctionsinvolvedinamarketingresearchproject.CaptiveOutsourcing:Whenaresearchfirmcreatesawholly-ownedforeignfacilityforoutsourcing. 20-6KeyTerms&DefinitionsOutsourcingIssuesConfidentialityInfrastructureQualityofdeliverablesDomainknowledgeCulturalissuesJoblossesintheclientcountryandassociatednegativepublicityfortheagencyEmployeeliability ClientProfitabilityAnalysis20-7KeyTerms&Definitions ScreeningQuestionsUsedbyCRI20-8KeyTerms&DefinitionsHowdidyouhearaboutus?Whatkingofworkisit(intermsofindustryscope)?What’syourbudget?Whatareyourdecisioncriteria?Whomarewecompetingagainstforyourbusiness?Whyareyouthinkingofswitching? StaffManagementandDevelopment20-9KeyTerms&DefinitionsCreateanenvironmentthatencouragesrisktaking,experimentation,andresponsibility.Fosterrecognitionandaccountability.Providejobautonomywithinacertainstructure.Attractandsupportpeoplewithentrepreneurialattitudes.Connectrewardstoabusinessresult.Openyourfinancialbooks.Offerdiversitywithinyourorganization.Provideclearpromotionalpaths.SomeKeyTechniques: ManagingaMarketingResearchDepartment20-10KeyTerms&DefinitionsAllocatingtheresearchdepartmentbudget.Prioritizingprojects.Retainingskilledstaff.Selectingtherightmarketingresearchsuppliers.Movingmarketingresearchintoadecision-makingrole.CriticalIssues: RetainingASkilledStaff20-11KeyTerms&DefinitionsConductregularperformancereviewsthatgivecontinuingfeedbackonajobwelldone—orofferwaystoimprove.Offerpublicrecognitionforgreatwork.Someexamplesareinthetext.Givedifferentialpayraisesthatrecognizesuperiorperformance.Varytheworkinordertokeepeveryoneinterested. SelectingtheRightMarketingResearchSuppliers20-12KeyTerms&DefinitionsKeyQuestions:Howlonghasthevendorbeeninbusiness?Forwhatothercompanieshasthevendorconductedresearchprojects?Whataretheacademicbackgroundsandexperienceofthosepersonswhowillbeworkingontheprojects,thatis,theprojectdirector,fielddirector,dataprocessingmanager,andsoforth?Doesthecompositionoftheprojectteamstriketherightbalancebetweentop-levelmanagementandtechnicalresearchersandanalysts?Doesthesuccessoftheprojectdependonthecapabilitiesofasubcontractor? SoftSkillsoftheIdealMarketingResearcherKeyTerms&Definitions20-13LifelongLearnersAdaptEasilyActasaPartner TwoApproachestoMeasuringROIROILiteROICompleteKeyTerms&Definitions20-14 20-15KeyTerms&DefinitionsResearchManagementOutsourcingCaptiveOutsourcingOutsourcingIssuesWhatClientsWantClientProfitabilityManagementSampleClientScreeningQuestionsManagingDifficultClientsStaffManagementandDevelopmentManagingaMarketingResearchDepartmentRetainingaGoodStaffSelectingtheRightMarketingResearchSupplierMaintainingaCompetitiveAdvantageMeasuringReturnonInvestment(ROI)ROIExampleLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&Definitions