Essentials of Marketing Research William G. Zikmund - PowerPoint PPT Presentation

Loading...

PPT – Essentials of Marketing Research William G. Zikmund PowerPoint presentation | free to download - id: 5c30f2-ODY5N



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Essentials of Marketing Research William G. Zikmund

Description:

Title: Chapter 4 - Essentials of Marketing Research Author: Tobin Zikmund Last modified by: zikmund Created Date: 3/4/1998 2:21:02 PM Document presentation format – PowerPoint PPT presentation

Number of Views:84
Avg rating:3.0/5.0
Slides: 16
Provided by: Tobi48
Learn more at: http://www.swlearning.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Essentials of Marketing Research William G. Zikmund


1
Essentials of Marketing Research William G.
Zikmund
  • Chapter 4
  • The Human Side of
  • Marketing Research

2
Continuum of Marketing Research Sophistication
Intuition-Centered Decision Making
Stage of intuitive decision making
Stage of sophistication
Research-Centered Decision Making
Stage of development
3
Research Departments Perform a Staff Function
  • Clients
  • Director of research
  • Research analysts
  • Cross-functional teams

4
Medium-Sized Research Department
Director of marketing research and sales
forecasting
Manager of sales research
Research analyst (project director)
Forecast analysts
Research assistant (entry-level trainee)
5
Managers
Researchers
1. Decision oriented
1. Technique oriented
2. Intuitive
2. Analytical
3. Managers like to confirm
3. Researchers like to explore
4. Time orientation toward a. project
immediacy (I need it now.) b.
results about future behavior (what
will sales be next year?)
4. Time orientation toward a. Project
prolongment (later when we have time
for a complete study) b. results
about past behavior (our trend has
been . . .)
5. Not cost conscious (you get what you
pay for)
5. Frugal (keep the cost down)
6. Results orientation a. managers do not
like surprises--when they are
surprised they tend to reject the results b.
concern (arent we number one yet?) c.
certainty (is it or isnt it?)
6. Results orientation a. researchers
love surprises b. abstraction (our
exponential gain. . .) c. probability
(may be)
7. Reactive
7. Proactive
6
Top Management-Marketing Research Conflict
  • Research responsibility
  • Research personnel
  • Budget
  • Assignments
  • Problem definition
  • Research reporting
  • Use of research

7
Research Supplier
  • A commercial marketing research service that
    conducts marketing research activities for
    clients
  • Syndicated service
  • Standardized service
  • Provides customized research

8
Greenbook 2000-2001 International Directory of
Marketing Research Companies and Services
(Serial)
9
Considerations for Hiring Outside Suppliers
  • Expertise
  • Urgency of the decision
  • Personnel resources
  • Economic factors
  • Objectivity
  • Confidentiality
  • Quality control

10
Ethical Issues
  • Philosophical questions
  • Societal norms
  • Codes of behavior

11
Rights and Obligations of the Respondent
  • The obligation to be truthful
  • Privacy
  • Deception
  • The right to be informed

12
Rights and Obligations of the Researcher
  • The purpose of research is research
  • Objectivity
  • Misrepresenting research
  • Protect the right to confidentiality of both
    subjects and clients
  • Dissemination of faulty conclusions
  • Advocacy research

13
Rights and Obligations of the Client Sponsor
(User)
  • Ethics between buyer and seller
  • An open relationship with research suppliers
  • An open relationship with interested parties
  • Privacy
  • Commitment to research
  • Pseudo-pilot studies

14
Advocacy Research
  • Research to support a specific legal claim

15
Pseudo-Pilot Studies
  • The researcher is told that the study is the
    first of many in a more comprehensive study
About PowerShow.com