tailieunhanh - GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 7

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 7', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Standardized Information Sources What is Standardized Information? Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users. Two broad classes: Syndicated data Standardized services Ch 7 Types of Standardized Information Syndicated data are data that are collected in a standard format and made available to all subscribers. Example: The Nielsen TV Ratings Ch 7 Types of Standardized Information Standardized services refers to a standardized marketing research process that is used to generate information for a particular user. ESRI’s Community Tapestry Ch 7 Advantages of Syndicated Data Advantages: Shared costs Quality of the data collected is typically very high. Data are normally disseminated very quickly. Ch 7 Disadvantages of Syndicated Data Disadvantages: Buyers have little control over what information is collected. Firms often must commit to long-term contracts. No | Standardized Information Sources What is Standardized Information? Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users. Two broad classes: Syndicated data Standardized services Ch 7 Types of Standardized Information Syndicated data are data that are collected in a standard format and made available to all subscribers. Example: The Nielsen TV Ratings Ch 7 Types of Standardized Information Standardized services refers to a standardized marketing research process that is used to generate information for a particular user. ESRI’s Community Tapestry Ch 7 Advantages of Syndicated Data Advantages: Shared costs Quality of the data collected is typically very high. Data are normally disseminated very quickly. Ch 7 Disadvantages of Syndicated Data Disadvantages: Buyers have little control over what information is collected. Firms often must commit to long-term contracts. No strategic information advantage in purchasing syndicated data. Ch 7 Advantages of Standardized Services Advantages: Taking advantage of the experience of the research firm offering the service. Reduced cost. Speed of the research service. Ch 7 Disadvantages of Standardized Services Disadvantages: The ability to customize some projects is lost. The company providing the standardized service may not know a particular industry well. Ch 7 Application Areas of Standardized Information Measuring Consumer Attitudes and Opinion Polls Yankelovich Monitor Harris Poll Gallup Poll Defining Market Segments Dun’s Market Identifiers (DMI) for b2b Vals Ch 7 Examples Public opinion polling Wide variety of topics: Iraq, military & defense, stem cell research, important factors in buying a car, smoking population percents over time, guns, etc. Some issues may be tracked over several years; Gallup started in 1935. Ch 7 Examples Dun’s Market .