TAILIEUCHUNG - 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

• 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