当代市场调研10E全套配套课件中英文PPTch02.ppt 17页

2-1ChapterTwo ConsumerandindustrialgoodsandservicesproducersMediaCompaniesSyndicatedservicesCustomresearchfirmsTheMarketingResearchIndustryMembers2-2KeyTerms&DefinitionsFieldservicesfirmsSpecializedservicesfirmsOnlineandmobiletrackingfirmsBigDataanalyticfirmsOther 2-3TheMarketingResearchIndustryStructureKeyTerms&Definitions 2-4Top10MarketingResearchFirmsKeyTerms&DefinitionsU.S.Rank12345678910OrganizationNielsenHoldingsN.V.KantarIpsosWestatInc.InformationResources,Inc.ArbitronInc.GfKUSAIMSHealth,Inc.TheNPDGroup,Inc.ICFInternational,Inc.U.S.2012ResearchRevenue($,inmillions)$2,651.0929.4590.0491.1478.7444.1330.0271.3191.8191.2 Federal,State,andLocalGovernmentsMediaCompaniesRetailersandWholesalersManufacturersMarketingResearchSuppliersMarketingResearchSupplierServiceFirms2-5PrimaryInformationUsersKeyTerms&Definitions Nielsen’sTwoDivisions:ConsumerWatchConsumerBuyCustomresearchfirms:CustomresearchfirmsOnlineandmobiletrackingfirmsC.BigdataanalyticfirmsD.SyndicatedservicefirmsE.Limited-FunctionresearchfirmsMarketingresearchsupplierservicefirms2-6ResearchSuppliersKeyTerms&Definitions FieldServiceFirm—collectdataSamplingFirms—generatesamplesSoftwareFirms—sellssoftwareforanalysisOtherServiceCompanies—consulting,magazinesanddirectories2-7TypesofMRSupplierServiceFirmsKeyTerms&Definitions 2-8SyndicatedServiceResearchFirmsKeyTerms&Definitions 2-9UsersofMarketingResearchKeyTerms&Definitions 2-10StrategicPartneringKeyTerms&DefinitionsAppropriateuseofsynergybetweenpartnersPersonalcompatibilitygreatlyenhanceseffectivenessSharingthesamevisionsandgoalsisimportantAbouthalfoflargeMRfirmsengageinstrategicpartneringCangreatlyimproveproductivityandcustomerserviceWillhelpthecompanytotargetitsresourcesmoreeffectively 2-11Ethicsaremoralprinciplesorvaluesgenerallygoverningtheconductofanindividualorgroup.Ethicsisnotaone-wayrelationshipasallpartiesareresponsibleformaintainingandfosteringethicalstandardsandconduct.Ifyouareconcernedaboutaresearchsupplier,contactresearchassociationstovetsuppliers.MarketingResearchEthicsKeyTerms&Definitions Deontology—peopleshouldadheretotheirobligationswhenanalyzingadilemmaUtilitarianism—abilitytopredicttheconsequencesofanactionCasuist—currentethicaldilemmawithexamplesofsimilarsituations2-12EthicalTheoriesKeyTerms&Definitions 2-13UnethicalBehaviorbySuppliersKeyTerms&DefinitionsLow-ballpricingAllowingsubjectivityintotheresearchAbusingrespondentsSellingunnecessaryresearchViolatingclientconfidentialityBlackboxbranding 2-14RequestingBidsWhenaSupplierHasBeenPredeterminedRequestingBidstoObtainFreeAdviceandMethodologyMakingFalsePromisesRequestingProposalswithoutAuthorizationUnethicalBehaviorbyClientsKeyTerms&Definitions 2-15UsingProfessionalRespondentsFailingtoProperlyValidatetheDataUsingOthers’ResearchasOriginalWorkOverstatingQualificationsorInflatingReferencesUnethicalBehaviorbyFieldServiceProvidersKeyTerms&Definitions 2-16RighttoChoosetoParticipateRighttoSafetyRighttoBeInformedRighttoPrivacyRespondents’RightsKeyTerms&Definitions 2-17KeyTerms&DefinitionsMarketingResearchIndustryStructureCustomResearchFirmsSyndicatedServiceResearchFirmsTop10MarketingResearchFirmsFieldServiceFirmsStrategicPartnershipEthicsLow-BallPricingLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&Definitions