Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 3', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | The Marketing Research Industry The Marketing Research Industry: Evolution of the Industry Charles Coolidge Parlin is known as the “father of marketing research.” Ch 3 The Marketing Research Industry: Evolution of the Industry Parlin conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company. The purpose of Parlin’s research was to increase advertising for The Saturday Evening Post magazine. Ch 3 Growth of the Need for Marketing Research The Industrial Revolution led to manufacturers producing goods for distant markets. Manufacturers needed to know about faraway consumers. This led to the growing need for marketing research. Ch 3 The Marketing Research Industry Today World Revenues The marketing research industry today accounts for about $ billion spent annually. The top 25 firms can be found in the report Honomichl Global Top 25 (See page 44.) The top 50 . firms can be found in the Honomichl Top 50. (See page 46.) | The Marketing Research Industry The Marketing Research Industry: Evolution of the Industry Charles Coolidge Parlin is known as the “father of marketing research.” Ch 3 The Marketing Research Industry: Evolution of the Industry Parlin conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company. The purpose of Parlin’s research was to increase advertising for The Saturday Evening Post magazine. Ch 3 Growth of the Need for Marketing Research The Industrial Revolution led to manufacturers producing goods for distant markets. Manufacturers needed to know about faraway consumers. This led to the growing need for marketing research. Ch 3 The Marketing Research Industry Today World Revenues The marketing research industry today accounts for about $ billion spent annually. The top 25 firms can be found in the report Honomichl Global Top 25 (See page 44.) The top 50 . firms can be found in the Honomichl Top 50. (See page 46.) Ch 3 Honomichl Top 25 Ch 3 Honomichl Top 50 Ch 3 Classifying Firms in the Marketing Research Industry Research Suppliers Internal Suppliers External Suppliers Limited Service Suppliers Full Service Suppliers Ch 3 The Marketing Research Industry Classification of Marketing Research Suppliers May or may not be a formal department Outside firm hired to perform some sort of marketing research Can perform all marketing research functions for the client Can perform only limited marketing research functions for the client Syndicated data service firms collect information that is made available to multiple subscribers. Standardized service firms provide syndicated marketing research services, as opposed to syndicated data, to clients. Customized service firms offer a variety of research services that are tailored to meet the client’s specific needs. Online research services firms specialize in providing services online. Ch 3 Industry Structure: Internal Suppliers Internal .
