tailieunhanh - Lecture Marketing research (10th edition): Chapter 20 - McDaniel, Gates

Chapter 20 - Managing marketing research. This chapter include objectives: Understand what clients want from a marketing research supplier or department, learn about managing a marketing research supplier organization, learn about communication,. | Chapter Twenty 20-1 Marketing Research Supplier Management 20-2 Key Terms & Definitions 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against project specifications 6. Provides high-quality output 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-oriented in interactions with client 10. Keeps the client informed throughout a project What Clients Want – A Researcher Who: Managing the Research Process 20-3 Key Terms & Definitions Research Management: Overseeing the development of excellent communication systems, data quality, time schedules, cost controls, client profitability, and staff development. Managing the Research Process 20-4 Key Terms & Definitions Some Key Issues: Organizing the Supplier Firm Data Quality Management Time Management Cost Management Outsourcing Outsourcing 20-5 Key Terms & Definitions Outsourcing: Having personnel in another country perform some or all of the | Chapter Twenty 20-1 Marketing Research Supplier Management 20-2 Key Terms & Definitions 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against project specifications 6. Provides high-quality output 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-oriented in interactions with client 10. Keeps the client informed throughout a project What Clients Want – A Researcher Who: Managing the Research Process 20-3 Key Terms & Definitions Research Management: Overseeing the development of excellent communication systems, data quality, time schedules, cost controls, client profitability, and staff development. Managing the Research Process 20-4 Key Terms & Definitions Some Key Issues: Organizing the Supplier Firm Data Quality Management Time Management Cost Management Outsourcing Outsourcing 20-5 Key Terms & Definitions Outsourcing: Having personnel in another country perform some or all of the functions involved in a marketing research project. Captive Outsourcing: When a research firm creates a wholly-owned foreign facility for outsourcing. 20-6 Key Terms & Definitions Outsourcing Issues Confidentiality Infrastructure Quality of deliverables Domain knowledge Cultural issues Job losses in the client country and associated negative publicity for the agency Employee liability The management strategies that correspond with these issues is in the text in Exhibit Client Profitability Analysis 20-7 Key Terms & Definitions Screening Questions Used by CRI 20-8 Key Terms & Definitions How did you hear about us? What king of work is it (in terms of industry scope)? What’s your budget? What are your decision criteria? Whom are we competing against for your business? Why are you thinking of switching? The Rationale for each question is in the text. Exhibit . The professor can just stress the questions and then explain the rationale for each one. Staff Management

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Managing marketing research
• Project Manager
• Marketing research department
• Marketing environment
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures