tailieunhanh - Lecture Business research methods (12/e): Appendix 1a - Donald R. Cooper, Pamela S. Schindler

Appendix 1a - How the research industry works. This chapter presents the following content: Who conducts business research? some organizations use internal research sources, business research firms, proprietary research, syndicated services, some syndicated data providers,. | How the Research Industry Works Appendix 1a Who Conducts Business Research? 2 Exhibit 1a-1 Some Organizations Use Internal Research Sources 3 Exhibit 1a-1, far left part Exhibit 1a-1 illustrates who conducts business research. First, researchers may be internal or external. Internal researchers are “in-house.” Some Organizations Use External Research Sources 4 Exhibit 1a-1, External External research suppliers can be further classified into business research firms, communication agencies, consultants, and trade associations. Each of these will be further developed in the following slides. Business Research Firms 5 Exhibit 1a-1, Business Research Firms Business research firms may be full-service or specialty-based. Full-service firms conduct all phases of research from planning to insight development. They may offer custom projects tailored to a client’s needs and/or proprietary work. Proprietary methodologies are programs or techniques that are owned by a single firm. Exhibit 1-5 . | How the Research Industry Works Appendix 1a Who Conducts Business Research? 2 Exhibit 1a-1 Some Organizations Use Internal Research Sources 3 Exhibit 1a-1, far left part Exhibit 1a-1 illustrates who conducts business research. First, researchers may be internal or external. Internal researchers are “in-house.” Some Organizations Use External Research Sources 4 Exhibit 1a-1, External External research suppliers can be further classified into business research firms, communication agencies, consultants, and trade associations. Each of these will be further developed in the following slides. Business Research Firms 5 Exhibit 1a-1, Business Research Firms Business research firms may be full-service or specialty-based. Full-service firms conduct all phases of research from planning to insight development. They may offer custom projects tailored to a client’s needs and/or proprietary work. Proprietary methodologies are programs or techniques that are owned by a single firm. Exhibit 1-5 lists some of the world’s largest business research firms. Specialty firms establish expertise in one or a few research methodologies. They represent the largest number of research firms and tend to dominate the small research firms operated by a single research firm or a very small staff. Syndicated data providers track the change of one or more measures over time, usually in a given industry. Some research firms offer omnibus studies that combine one or a few questions from several business decision makers who need information from the same population. Proprietary Research Decision Analyst, Inc. uses Internet-based concept testing called Conceptor to examine new product concepts 6 Many research companies offer proprietary services for different types of research. Conceptor uses a representative sample of 150 consumers to view new product concepts. Syndicated Services Nielsen Media Research provides audience data for television programs like Court TV 7 Syndicated Data Providers provide .