842营销管理-当代市场调研02(ppt26)英文版-市场调研(编辑修改稿)

842营销管理-当代市场调研02(ppt26)英文版-市场调研(编辑修改稿)内容摘要：

types of firms and their functions in research. The Evolving Structure Learning Objectives Level 4: Data Collectors Field service firms collect data for: • syndicated research firms • custom research firms • ad agencies • corporations To learn about the various types of firms and their functions in research. The Evolving Structure Learning Objectives Only 15 percent of service panies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees. Companies are conducting less research internally. Our attention will be devoted to marketing departments found in the more sophisticated, larger panies. To learn about the various types of firms and their functions in research. Corporate Marketing Research Departments Learning Objectives Level 3: The Big Marketing Research Companies Four largest firms in the industry: • A. C. Nielsen Corporation retail measurement services • IMS Health Incorporated pharmacy and hospital audits To learn about the various types of firms and their functions in research. The Marketing Research Industry Learning Objectives • Information Resources Incorporates Tracks weekly sales and price for mass merchandisers • Nielsen Media Research Television industry To learn about the various types of firms and their functions in research. The Marketing Research Industry Learning Objectives Level 3: Custom or Ad Hoc Research Firms Oneofakind marketing research projects Level 3: Syndicated Service Firms Co。