当代市场调研02

LearningObjectivesLearningObjectivesTheMarketingResearchIndustryCopyright?2002South-Western/ThomsonLearningCHAPTERtwoLearningObjectivesLearningObjectivesLearningObjectives1.Toappreciatethestructureofthemarketingresearchindustry.2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.3.Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearchindustry.4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.6.Tounderstandthegrowingimportanceofstrategicpartnering.7.Toappreciatethetrendsinglobalmarketingresearch.LearningObjectivesLearningObjectivesLevel1.PrimaryInformationUsers(CorporateMarketingDepartments)TheultimateusersofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketin