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Marketing nghiên cứu: quá trình thu thập và sử dụng thông tin để tiếp thị ra quyết định Phát triển các nghiên cứu tiếp thị Chức năng đầu tiên tổ chức thực hiện dự án nghiên cứu thị trường bởi N.W. Ayer năm 1879 thương mại đầu tiên nghiên cứu khoa ở Mỹ thành lập bởi Charles C. Parlin cho Curtis Công ty xuất bản vào năm 1911 | Part 3: Target Market Selection Marketing Research Decision-Support Systems, and Sales Forecasting Market Segmentation, Targeting, and Positioning Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing Chapter 8 Marketing Research, Decision-Support Systems, and Sales Forecasting Chapter Objectives Describe the development of the marketing research function and its major activities. Explain the steps in the marketing research process Distinguish between primary and secondary data and identify the sources of each type. Explain the different sampling techniques used by marketing researchers. Identify the methods by which marketing researchers collect primary data. Explain the challenges of conducting marketing research in global markets. Outline the most important uses of computer technology in marketing research. Explain how the use of information technology, particularly marketing decision support systems (MDSSs), can enhance and refine market research | Part 3: Target Market Selection Marketing Research Decision-Support Systems, and Sales Forecasting Market Segmentation, Targeting, and Positioning Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing Chapter 8 Marketing Research, Decision-Support Systems, and Sales Forecasting Chapter Objectives Describe the development of the marketing research function and its major activities. Explain the steps in the marketing research process Distinguish between primary and secondary data and identify the sources of each type. Explain the different sampling techniques used by marketing researchers. Identify the methods by which marketing researchers collect primary data. Explain the challenges of conducting marketing research in global markets. Outline the most important uses of computer technology in marketing research. Explain how the use of information technology, particularly marketing decision support systems (MDSSs), can enhance and refine market research and it’s impact on decision making. Identify the major types of forecasting methods. 8- The Marketing Research Function Marketing research: the process of collecting and using information for marketing decision-making Development of the Marketing Research Function First organized marketing research project done by N.W. Ayer in 1879 First commercial research department in the U.S. established by Charles C. Parlin for the Curtis Publishing Co. in 1911 Parlin counted soup cans in garbage to convince the Campbell soup Company that working-class families would buy canned soup 8- Who Conducts Marketing Research The size and organizational form of the marketing research function is typically tied to a given company’s structure Many firms depend on independent marketing research firms Syndicated Services Organizations that regularly provide a standardized set of data to all customers 8- Full-Service Research Suppliers Organizations that contract with clients to conduct complete .
