文档介绍：Essentials of Marketing Research Jacky Peng Chapter 4: The Human Side of Marketing Research Stage of development Stage of intuitive decision making Stage of sophistication Intuition-Centered Decision Making Research-Centered Decision Making Continuum of Marketing Research Sophistication Research Departments Perform a Staff Function Clients Director of research Research analysts Cross-functional teams Director of marketing research and sales forecasting Manager of sales research Forecast analysts Research analyst (project director) Research assistant (entry-level trainee) Medium-Sized Research Department 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 plete study”) b. results about past behavior (“our trend has been . . .”) 5. Frugal (“keep the cost down”) 5. Not cost conscious (“you get what you pay for”) 6. Results orientation: a. managers do not like surprises--when they are surprised they tend to reject the results b. concern (“aren’t we number one yet?”) c. certainty (“is it or isn’t it?”) 6. Results orientation: a. researchers love surprises b. abstraction (“our exponential gain. . .”) c. probability (“may be”) 7. Proactive 7. Reactive Top Management-Marketing Research Conflict Research responsibility Research personnel Budget Assignments Problem definition Research reporting Use of research Research Supplier mercial marketing research service that conducts marketing research activities for clients Syndicated service Standardized service Provides customized research Greenbook 2000-2001 : International Directory of Marketing panies and Services (Serial) Considerations for Hiring Outside Su