Академический Документы
Профессиональный Документы
Культура Документы
International
Esomar
ESOMAR the world association of research professionals, unites 4000
members - both users and providers of opinion and market research -
in 100 countries.
American Marketing Association
Marketing research best practices and articles.
IMRI
International Marketing Research Information - the database, and the
worldwide directory of market research agencies, publishers and
professionals.
MRIA-ARIM
Marketing Research and Intelligence Association (Canada).
Research Info
A US national organization of marketing research professionals and
firms.
The Market Research Society
With over 8,000 members in more than 50 countries, it is the world's
largest international membership organization for professional
researchers.
Limitations of Marketing Research
It tends to be fragmentary
Becomes superficial and faulty because of
the people who use the tools without
proper training
Absence of meaningful dialogue between
marketing management and marketing
research team
It is not an exact science
Threats to Marketing Research
Unprofessional and unethical
marketing surveys can seriously
jeopardize publics unwillingness to
cooperate in surveys
Excessive interviewing
Lack of consideration and abuse of
respondents
Use of marketing research as a sales
Marketing Research Department
For make or buy decisions 7 factors are
involved
1.Economic factors Aspirin
2.Expertise Availability
3.Special equipment
4.Political Considerations
5.Legal Considerations
6.Administrative facets
7.Confidentiality requirements
Qualities of a Marketing Research
Manager
Must be innovative
Take the problem from a fresh perspective
Confident of his skill and knowledge
Well informed and up-to-date
Good at administrative decisions
Qualities sought in a researcher
Strong writing skills
Strong analytical skills
Strong verbal skills
Professional appearance
Good grades
Strong quantitative skills
Potential new business development skills
Good schools
Managerial skills
Client – handling skills
Expertise in specific industry