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19

, , . , 3- .: . . .: "", 2002. 960 .: . . . . ISBN 5-8459-0357-2 (.) 100 . , , Internet . , , , , , . , , . 88.55

. , , , Prentice Hall, Inc. Authorized translation from English language edition published by Prentice Hall, Inc., Copyright 2002. All rights reserved. No part of this book may be reproduced, in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage retrieval system, without written permission from the Publisher. Russian language edition published by Williams Publishing House according to the Agreement with R&I Enterprises International, Copyright > 2002. ISBN 5-8459-0357-2 (.) ISBN 0-1303-3210-0 (.) "", 2002 Prentice Hall, Inc. Upper Saddle River, 2000

I. 1. 2. 1 1 II. 3. 4. : 5, : 6. : 7. - : 8. : 9. : 10. 11. : 12. : 2 2 III. , 13. 14. 15. , 16. 17. 18. 19. 20. 21. 3 3 IV. , 22. 23. 24. 4 4

25 26 60 95 102 111 112 145 191 226 270 315 338 369 408 443 476 485 499 500 519 552 604 640 685 717 747 815 823

843 844 867 888 913 921 926 942

. 1. : Internet Internet 2. , : Internet 16 17 17 17 18 19 21 22 24 25 26 26 27 31 33 35 37 39 44 46 48 51 52 53 54 55 56 56 57 60 60 62 63 64 69 73 74 77 84 86 87

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Internet 1 1.1. 1.2. : 1.3. 1 1.1. 1.2. Nike , 1.3. Lexus\ 1.4. "" . 3. : : - , - Internet Internet 4. : :

89 90 91 92 92 95 95 97 100 102 102 104 106 107 111 112 112 114 114 116 118 126 127 130 134 134 135 137 137 140 140 141 142 142 145 145 148 149 149 149 154 155 158 160 163 165 173 176 7

Internet Internet 5. : : - Internet Internet 6. : Internet Internet 7. - : - -

178 178 180 181 185 186 186 187 387 191 191 193 195 195 195 204 208 215 216 217 221 221 222 223 223 226 226 228 229 236 245 247 248 254 256 257 258 259 262 263 264 265 265 270 270 271 272 277 277 278 282

, : Internet Internet 8. : Internet Internet 9. : Internet Internet 10.

284 285 287 290 292 296 298 298 299 302 303 305 306 308 309 310 311 312 315 315 316 317 323 324 329 330 330 331 333 334 334 335 336 338 338 340 340 341 346 358 359 359 360 361 363 363 364 365 365 369 369 370 9

Internet Internet 11. ; Internet Internet 12. : Internet Internet 12. 10

372 374 375

386 389 391 395 396 397 398 400 401 402 403 404 408 408 410 412 419 423 434 435 438 438 439 440 440 443 445 445 447 453 453 454 455 462 463 464 467 468 468 470 470 473

2 2.1. 2.2. 2.3. : ? 2 2.1. 2.2. 2.3. Hershey 2.4. 2.5. ? III. , 13. Internet Internet 14. Internet Internet

476 476 478 482 485 485 487 489 492 497 499 500 500 501 502 502 504 507 509 509 511 512 513 515 516 516 517 517 519 519 521 521 522 523 528 530 532 537 539 542 543 545 547 547 548 549 550

11

15. , , - Internet Internet 16. , Anova Internet Internet 17. , ,

552

558 562 562 568 580 580 582 589 595 598 598 599 601 601 604 604 606 608 609 609 614 616 617 622 623 625 627 628 629 630 633 634 635 637 637 640 640 642 646 648 649 649 650 651 659 660 661

12

Internet Internet 18. , Internet Internet 18 19. , Internet / W Internet 19 20. , Internet

667 669 670 671 672 672 674 678 678 679 681 681 685 685 686 687 688 688 689 700 707 708 710 711 712 713 713 714 717 717 718 719 720 721 734 740 741 1~\ 742 11 743 744 745 747

750 751 764 767 769 771 771

13

Internet 21. , , , Internet Internet 3 3.1. - 3.2. : 3 3.1. : "" -! 3.2. 3.3. Pepsico 3.4. Matsushita 3.5. Pampers 3.6. Daimler/Chrysler . , 22. Internet 14

772 775 775 778 779 787 788 790 791 791 792 793 803 804 806 809 810 810 811 811 815 815 817 823 823 826 829 832 835 838

843 844 844 846 846 847 856 857 859 859 860 861

Internet 23. Internet Internet 24. Internet Internet 4 4.1. 4.2. 4.3. 4 4.1. Kfc 4.2. Whirlpool

863 863 864 865 865 867 867 869 870 875 878 880 881 882 884 884 884 885 885 888 888 889 890 895 899 904 904 906 90S 908 909 910 910 913 913 916 918 921 921 923 926 942

15

, -. . , , . . 100 , . , , . . " " , . , , Internet, . Burke , . Burke Inc.

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. , " , ". . , .

. . 1. Internet. " Internet ", Internet . , Internet . , 6 Internet. " Internet ", . 2. Burke , , Burke. ( " Burke" ""), Burke , . , " " Burke.

3. Minitab Excel. 3- Minitab Excel. , , : SPSS, SAS, BMDP, Minitab Excel. , . 4. , . 15 (" , "), 16 (" ") 19 ('' ") , , , . , 1521 . , , . 5. . , , , , . . 6. ( ). , , . , . 7. . , 1997 . .

18

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1. 2 , . 2. 3 . , . Internet 4. 3. 5 . , . Internet . 4. 6 , 7 . , , - . 5. 8 9 , , . 6. 10 . . 7. 12 , , ( 11), , . 8. 13 . , , . 9. . : a) ( 14); b) , ( 15); c) ( 16); d) ( 17); e) ( 18); f) ( 19); g) ( 20); h) ( 21). , , . : SPSS, SAS, BMDP, Minitab Excel. 10. , 23.

19

11. , . - . . ( 24).

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10. , , Internet , , . . . . : Web-, , PowerPoint, .

Web- http://www.prenhall.com/malhotra/mr3e/ index. html www. dupree. gatech. edu. Web- DuPree, Faculty, Naresh . Malhotra, Marketing Research: An Applied Orientation, Third Edition. Web- http://www.dupree.gatech.edu/facuity/faculty_nmalhotra.shtml. Web- : ; ; PowerPoint, - , " " ;

; 4 (Matsushita), 5 (Pampers) 6 (Chrysler) ( III), . ; : DuPont ( ), Gucci ( ), Kosair () Astec ( ). : 24 ; ; ; ; , ; , . , , Prentice Hall ( : naresh.malhotra @mgt. gatech. edu, .: 404-894-4358, : 404-894-6030). Web-. , , . . , , , , (, , Internet ). , , , , : DuPont ( ), Gucci ( ), Kosair () Astec ( ). - 4 (Matsushita), 5 (Pampers) 6 (Chrysler), . : DuPont, Gucci, Kosair Astec. . IBM- , Makintoch. , .

21

. (Arun . Jain) ( ), , . , ( , (James Agarwal), (Imad Baalbaki), -, , (Dan McCort, Charia Mathwick, Gina Miller, Mark Peterson), ( , , , (Ashutosh Dixit, Rick McFarland, Harriet Outland, Jamie Pleasant Cassandra Wells)), (Mark Leach Mitchell) . , , . " " . , (Fred Allvine), . . (Ronald L. Tatham) ( Burke) , Burke . . (William D. Neal) ( SDR), . (Lawrence W. Labash) Market Facts, . (Roger L. Bacik) Eirick Lavidge, (Brian Lunde) Walker Information , . , : : (TomAnastasti), (John Weiss), (Subash Lonial), (Joel Herche), . (Paul L. Sauer), : (Rick Andrews), , . (Holland Blades, Jr.), (Sharmila Chatterjee), - (Rajshekhar Javalgi), (Mushtaq Luqrnani), (Jeanne Munger), (Audesh Paswan), (Venkatram Ramaswamy), (Gillian Rice), . (Paul L. Sauer), (Hans Srinivasan), : . (David M. Andrus), (Joe Ballenger), . (Joseph D. Brown), . (Thomas E. Buzas), . (Rajendar . Garg), - . (Lawrence D. Gibson) X. (Charlotte H. Mason), (Kent Nakamoto), 22

. , . (Thomas J. Page, Jr.), . (William S. Perkins), (Sudhi Seshadri), (David Shani), Prentice Hall . (Sandra Steiner); . (James . Boyd); . (Natalie E. Anderson); (Whitney Blake); (John Larkin); (Brian Kibby); (Shannon Moore); (Michelle Rich); (Michelle Foresta). , . , - - X. . . , , . , , , . , , . , , " , " ( 117:23). .

23

. , DuPree (). " " ( Marquis), 51- (1997 .), 52- (1998 .), 53- (1999 .) " " (1999 .). 1987 , Journal of Marketing Research 1980 1985 , . Journal of Health Care Marketing, Journal of'the Academy of Marketing Science (JAMS) 23 1995 . JAMS 1986 1995 . " " Marketing Educator ( 1997 .) . 75 , Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing, , . , . . (19961998 .), (1994-1996 .) 1990 1992 . , Decision Science Journal Journal of Health Care Marketing, . Prentice Hall , 2- . . . 100 . , , . . . .

24

I

. , , . , - . , - . , , , .

... 1. 2. 1 1

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3. 4. 5. 6. 7.

8.

. , , , , . , : . , , , , , . - . . " ", , . , . -

26

I.

. Internet , , .

(marketing research) . . . Lotus Development Web- Lotus Development Web- , , . - ( 812 ) . - , , Web-, . - Web- Lotus . ; , Web-; , Web-; . - , . - Lotus , . Web- Web-, , . , Lotus , -, . , . - , . - , . , . - , , Web- . Web- . , Lotus , . , , . Web- [1].

1.

27

. 1972 Port Subs - , . ( '''") . Port Subs 81 , , -, . , , , . , , . - '' " , , "". "" . , Port Subs, , " , . , , , , , .. ". . , Port Subs. , . , - , . ", ". Port Subs , . 5,25% [2].

i . I . I , - ( | ), , , | . 1 "". > I , , I . , I , ! . I . - | , , . 1 , , I I , , [ | .

28

I.

, " , . - , ". , [3].

. 1980- Chrysler . , , Ford . . Ton- , . 1980-, -, , , . , , " ", , . , . Chrysler . , . Chrysler , GM Ford . . GM , . Forda , . Chrysler, , . , 20 , Chrysler . , , , [4].

. Peapod: M/A/R/C Group . Peapod - . Web- (www. peapod. com) - . Peapod - , Peapod. M/A/R/C Group Peapod , Internet , . . Internet . , . , - . Internet. | - on-line Peapod. , Peapod , ,

1.

29

. 20 Peapod. , SOQ Peapod. . M/A/R/C Peapod , , , . , . , , S113 . , , - . Peapod $2072 . Peapod $4155. , . , ( ): , , . , . , Peapod [5].

. , , , , , , , . -, . , . , ( ), . , , . , . . , , "a taking", . , [6].

. Supertram* () , . . . . 4 . , Procter & Gamble, . , , . . , , .

30

I.

. , . , . , , . Super-tram , , . , , . 50 . , . . 42%- . [7].

, [8]. , : (Port Subs), (Chrysler), (Chrysler), , (Lotus), (Peapod), ( ), () ( ). , ; , , , Internet; , , , , -. . , , . 1.1. . , , . , . , . . , , . . [9]. , : , , , . , , . . Johnson & Johnson , .

1.

31

) &

. 1.1.

. Johnson & Johnson, Johnson & Johnson . Johnson & Johnson , , , , . , , , [10]. Johnson & Johnson, . . 1.1, , , , , . : , , . - : , , , -, , . , : , , , ..

32

I.

. , . , . ; , 1]. (-) . : , . , , , [12]. , .

, , 1.1. " " [13]. . (marketing research) , , , (). . , , , (marketing research problem). , , , . , . , , . . , , , , . , , . . : " , ". (marketing research) , , , ().

1.

33

(marketing research process) , , . , , , , , .

1.1. : , , ; , ; ; , , ; ; ; ; . , , , . . , . , , . . ; , , . , , , . , [14]. (problem identification research) , , , , , . (problem solving research) , , .

34

I.

, . , , , , . 1.2,

I

1 1 1 1

1

. 1.2. (problem identification research) , . , , , , , , . , , , 97% , . 90% , . . , , , , , . , , . , , , [15]. , (problem solving research). . [16]. . 1.1 , , , , , ,

1.

35

1.1. , ,

, . " ", . , Scott Paper, , ( ) ( )- , Kellog (cereal).

36

I.

. . , Kellog , . . Kellog . , , . : ; , ; . . , ( ) . Kellog . , . Kellog . , , , . , , , . . Microsoft . , , , : . , ( ) Kellog , , [17].

, , [18]. , , "" (). (Marketing Information System MIS) , , , . , , , , , . , , (-). , , - "", , , . , , 1. 37

, , , . , . (Marketing Information System MIS) , , , . (Decision Support System DSS) , , , , . DSS , , , DSS ( ). (), - . (Decision Support System DSS) , , , , , (-), , . ; , . (. 1.3) [19], - * - * ", ,;,"

. 1.3. , . , , -. , , " , " [20]. , .

38

I.

. FedEx FedEx , - . . , , , , . FedEx , 1 10 - | , " | ". FedEx | " " (segment management ! marketing). FedEx " " (value quotient), | . 30 , () , , | , . FedEx, 14 I , , , , , . | , Fed Ex j [21]. I I I | \ FedEx, , . .

: , . 1.4 . (marketing research suppliers) . ! (internal supplier) . , , (GM, Ford, DaimlerChryster), , (Procter & Gamble, Colgate Palmolive, Coca-Cola) (Citigroup, BankAmerica) . . - . , . , . . , . . , , . 1. 39

. 1.2. " " Oscar Mayer [22].

1.2. Oscar Mayer Oscar Mayer () (). . . . .

. . . . . (internal suppliers) , . (external suppliers) , . (full-service suppliers) , .

(external suppliers) , . , , , , [23]. 1.3. " " 50 |24]. , , . , , , , , , . , , , , Internet- (, 1.4). (syndicated services) . , , . , Nielsen Television Index , . .. Nielsen , - . - , , , -

I.

. " " , 4 [25].

I

i

Internet

^

I

. 1.4.

1.3. 50 ^1 ^

1997 1996

%1391,6 1,339,1 456,3

(. .) 1,081,6

1 23 4 5 6 3 6 4

AC Nielsen Corp, Cognizant Corp. Information Resources Inc. Westat Inc. NFO Worldwide Inc. Arbitron Co. Maritz Marketing Research Inc. Kantar Group Ltd. NPD Group Inc. Market Facts Inc. Pharm. Marketing Services Inc. Audits & Surveys Worldwide Inc. BASES Worldwide /// Group Inc. Opinion Research Corp. SOFRES Intersearch

77,7 49,2 19,6

659,1

89,6

182,0 190,0 165,2 146,0 127,1 110,3 100,1

21,4

35,8

20,0 20,2 18,3

29,2 25,7 20,2

1 910

1 910 11

1112.-;

r,Q46,0 43,5 19,7

7,042, t

512

91,6 68,9 57,6 57,3 53,9 53,0

30,0 11,4

\ 13 15 16

14

1,532,7 15,0

0,117,6

15 16

8,5

1.

41

199717 18 19 20

199618 20 22 19

%NOP Information Group

(. .)

52,051,5 43,8

-

_

J.D. Power and AssociatesBurke Inc,

3,922,8 38,5 17,8

2,010,0 16,5

21 2223 24

23 1721 38

2526

2628

27 2829 30 31 32 33 34 35 36

25 2724 29 34 33 30 31 39 32

Macro International Inc. Roper Starch Worldwide Inc. Abt Associates Inc. Eirick & Lavidge IntelliQuest Inc. Wirthlin Worldwide Total Research Corp, MORPACE InternationalC&R Research Services Inc.

42,9 40,039,3 37,1 36,5 35,533, !

7,1

5,729,0 16,0 27,2

2,1

10,65,7 9,0 5,6

31,2 31,1 30,9 26,6 26,7 26,7 26,4 25,8 25,7 25,2 22,3

179

21,8 13,3

6,7 3,8

Walker Information Lieberman Research Worldwide Diagnostic Research International Inc,IPSOS-AS1 Inc.

3,1

0,8

_ 7,4 1,6

Yankelovich Partners Inc. Custom Research Inc.Harris Black International Ltd, Market Inc. ICR-lnt'l Communications Research Data Development Corp. Chilton Research Services Market Decisions National Research Corp. Response Analysis Corp.

1,9 0,4

37 38 39 40 41 42 43 44 45 46 47 48 49 50

37 36 35 40 43 46 41 45 48 44 49

8,7

22,2 21,5 18,2 16,3 15,9 14,2 14,1 14,0 13,3 13,213,0 12,3

1,9

-

0,9 0,9 5,8 4,2 0,3

6,0 6,041,1 30,0

Marketing and Planning SystemsMATRIXX Marketing Research PDA Group Inc.

Guideline Research Corp.Directions Research Inc. Conway/Milliken & AssociatesTVG Inc.

2,3

_39.3%

2153,2

Savitz Research Center Inc. (50 ) ( 1 24 CASRO)

12(15479,7 535,7 6015,4

(174)

Marketing News, , Jack Homonicrii, 32(12) 8 , 1998, p. HI H2 +

42

I.

(standartized services) , . , , . Starch Readership Survey ; Gallup Robinson Magazine Impact Studies. . (customized service) , . . , , Burke Inc., Market Fads Inc. Eirlck & Lavidge. Internet- (Internet services) , , Internet. , Greenfield Online Research Center Inc. , , Greenfield Consulting, , . , Web-. (limited-service suppliers) . : , , , . (syndicated services) , , , . (standartized services) , . (customized service) , . Internet (Internet services) , Internet. (limited-service suppliers) , . (field services) , . (field services) , . , , . : , , , WATS- . (malls) . , - ( 5). : Field Fads Inc., Field Work Chicago Inc., Quality Controlled Services Survey America.

1.

43

{coding and data entry services) , . NRC Data Systems. (analytical services) , , . , ( 7) , ( 21). , . (data analysis services) , tab houses, , , . ( ) ( , ). , SDR, . , - . (branded marketing research products and services) , . , , . Magic Wand DigiData System , , , , , . 1.4. " '" , [26]. ( coding and data entry services) , , . , (analytical services) , . (data analysis services) , - . (branded marketing research products and services) , .

, , . :

44

I.

, , Internet. , , . , , , , . , , , . , , . -? ? ? ? ? ? , ? ? , , ? ? , . . . , , , . 1.4. : ?

Survey Service, Inc. Heaken Research, ( ) , , . . . , Burke Marketing Research , . Ocean Spray Quaker Oats, , Burke Maritz Marketing Research. , , . . , , , . , , - Quality Control Services, Maritz, , , , . , .. . : , , , Samsonite, . , , . 1. 45

, , , .. Nielsen, Burke, M/A/R/C. , (, Procter & Gamble, Coca-Cola, AT&T, Federal Trade demission, U.S. Census Buro). (, BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) . : - , , , , , , , , . (). . 1.5 , [27]. 1. - . , - (-). . 2. . . . 3. . , . 4. . , . 5. - . . , 6. . , . , . . . 7. . , , . 8. . , , , . 9. . , , .. 1.5.

46

I.

(, ...) (operational supervisor). , , , , . ... (.. ). , , . . .., , , (project manager). , Eirick & Lavidge, - (account-director), . - ( ...) - ( ...). - , , , . -, , . , , . , , . , , . , , , . , : ; ; Internet. ; ; ; . . , , [28]. , . . ,4/ , Amoco () . ", . , , . , ( ) , , , .

1.

47

. , . , , " [29].

, . , .

1. . , , . , (-), , , , , -. , ( 2).

2. , , , , , . : - , , , ( 2).

3. , . , , , . , . , (, ). . . 1. 2. 3. 4. 5. 6. 7. . . (, ). . . . 312.

48

I.

4. , , ( , ), ( ), ( ), ( Internet). , , , , ( 13).

5. , , . , , . . . , . , , , . , , , ( 1421).

6. , , , , . , . , - , , ( 22). 1.5. '" ", - , [30].

1.5. Marriott Marriott : ( ), , ( , ..), ( , Travel Plazas Hot Sfioppes). . Marriott Corporate Marketing Services (CMS). /57 , Marriott, . CMS , , , -, , , , .. 1.

49

Marriott . , , . . CMS , . , , . , . CMS . CMS, .

. " ", , . . Sears. . , , Sears. , (, Saks Fifth Avenue, Neiman Marcus), (, J.C. Penney), , (, K-Mart, Target) (, Belk). , . 271 , . ( 1 6). . 1. 10 . 2. , 10 . 3. , , : , , , , , , , . 4. 10 8 . 5. . 6. 10 ( ). 7. 21 . 8. (, ..). 9. ..., . . , , . 50 I.

, , .

39% . 40% 9% . , , , [31]. , , , . , , AC Nielsen, Information Resources NFO Worldwide (. 1.3. " "). , , IMS International, AGB (), Infratestw G/). (.. ), (, , , ) (, , ) , . , , . , , . . , , , . , . , , . | . Unilever , 1 , , I . , | Procter & Gamble Unilever , Sunsilk, ! Dimension, Organic . , , I , , Unilever. , biy , , , ". , , . . " ", , " ", , . , , , , , , .

1.

51

Unilever , , . - . , Unilever . , , Unilever , Organic , [32].

. , ( ), ( ). , , , . . "Sugging" "Frugging" , , , . , , - | . , , " " . , , . "sagging". "Frugging" , . "sagging'", "frugging" , . " [33]. , : -, , . . , . , , , . , . , . . 24, , , .

52

I.

INTERNET Internet, " ", , , . (World Wide Web, WWW Web) Internet, WWW Internet . WWW , (URL). URL , . , , , Internet , Internet : ; ; : -, .. Internet . Internet , . Internet , . Internet . Lotus Notes , . Internet , WWW, . Internet , . , : Yahoo!(www.yahoo.com/), AltaVista (altavista.digital.com/) Infoseek(guide.infoseek.com/). Internet , . Yahoo . Web-. , , . , Marketing Tools marketingtools .com/directory/index.htm. , , Burke Marketing Research www.burke.com. 1.6. " " [34]. 1.6. Internet AAPOR (www. aapor. org) (www. ama. org) ARF (www. amic . com/arf) CASRO (www. casro.org) MRA (www. mra-net. org) QRCA (www. qrca. org) RIC - (www. researchindustry. org) ESOMAR (www.esomar.nl) 1.

53

MRS () (www.mar ketresearch.org.uk:) MRSA (www.mrsa.com.au) PMRS () (www.prnrs-aprm. com) Internet , . Research Info (www.researchinfo.com/) Marketing Research Roundtable (www.drgutah.com/ wwwboard/) -. Internet , , , . , Internet [36]. . , . , . . I I I , SPSS, SAS, BMDP, Minitab, (Excel) [36].

Burke Burke . 1931 , Burke . Burke , , , . Burke . Burke Infratest Burke AG (, ). 1997 Infratest Burke 50% Burke, . Burke 40 . Burke 50 . Infratest Burke . Burke , : Burke Marketing Research, Burke Customer Satisfaction Associates, Training and Development Center, Burke Strategic Consulting Group. Web- www. burke, com.

, , , . , , . . , , . 54 I.

, , . , . , . , , Internet. . , , , , , . , ( ) . . , , . , , . Internet .

(analytical services) (customized services) (external suppliers) (limited-services suppliers) (full-service suppliers) (marketing information system) (problem solving research) (problem identification research) (marketing research) Internet (Internet services) (internal suppliers) (marketing research process) (syndicated services) (decision support system) (standartized services) (coding and data entry services) (branded marketing research product)

1.

55

1. . 2. ? ? 3. . 4. . 5. ? 6. ? 7. , . 8. ? 9. ? 10. ? 11. . 12. ? 13. , , . 14. .

1. . 2. , : a) ; b) + ; c) ; d) , ; e) .

INTERNET 1. Web- , 1.3. " ". , . . 1.4. ?

56

I.

2. Web- Sears (www.sears.corn). Sears. '' ". 3. Web- , ESOMAR MRSA (. 1.6. " "). . Web-? ? 4. w w w . b i j i . g o v . ? 5. , Marketing News, Advertising Age, Quirk's Marketing Research Review Marketing Research: A Magazine of Management and Applications, : a) ; b) ; c) ; d) ( ).

1. Wendy Marx, "More Companies Look to Redesigns to Drive Net Leads", Business Marketing, June 1997, p. 27, 38; Lotus Web-, www. lotus . com. 2. "Creative Marketing Puts Sandwich Chain On a Roll", Franchising World, SeptemberOctober 1997, p. 14-15. 3. Leslie Goff, "The Webbing of the President: Populism or Propaganda", Computerworid, September 2, 1996, p. 7980; Susan Garland, Richard Dunham, Laura Zinn, "Polling for Policy, How Clinton Uses Whiz-Bang Marketing to Make Decisions", Business Week, February 22,1993, p. 3435. 4. Drew Winter, "Getting to Know the Customer's Customer", Ward's Auto World, August 1997, p, 64; Jeffrey Swaddling, " Beating the Odds", Marketing Management, WinterSpring 1996, p. 2033. 5. The M/A/R/C Group, "Survey of on-line grocery shoppers shows higher purchases, greater store loyalty are in the bag", Web-, www.marcgroup. com/html/5. 14 . 97groc.html (May 14,1997). 6. Bob Donath, "Lawyers Face Juries of Their Prospects", Marketing News, April 22, 1996, p. 4; Leslie M. Harris, "Expanding Horizons", Marketing Research: A Magazine of Management & Applications, Summer 1996, p. 12. 7. "Back on track", Marketing Technique Supplement, September 25, 1997, p. 8. 8. . John Hagel III, Jeffrey F. Rayport, "The Coming Battle for Customer Information", McKinsey Quarterly, 1997, p. 64-76; "Understanding Your Shoppers", Progressive Grocer, May 1996, p. 123. 9. , . S, Allan Erdem, Cathy Owens Swift, "Items to Consider for Just-in-Time Use in Marketing Channels: Toward Development of a Decision Tool", Industrial Marketing Management, January 1998, p. 21-29. 10. Andrew J Strenio, Jr., "The Aspirin Wars", Journal of Public Policy and Marketing, Fall 1996, p. 319-321. 11. . Siva , Balasubramanian, "The New Marketing Research Systems How to Use Strategic Database Infor-

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mation for Better Marketing Decision", Journal of the Academy of Marketing Science, Spring 1996, p. 179-181. 12. Ian P. Murphy, "Keynote Speaker Emphasizes Urgency of Strategic Research", Marketing News, January 6, 1997, p. 6; N.K. Malhotra, "Shifting Perspective on the Shifting Paradigm in Marketing Research", Journal of the Academy of Marketing Science, Fall 1992, p. 379387. 13. . Thomas T. Semon, "Marketing Research Needs Basic Research", Marketing News, March 14, 1994, p. 12. "New Marketing Research Definition Approved", Marketing News, January 2,1987. 14. . L. McTier Anderson, "Marketing Science: Where's the Beef?", Business Horizons, JanuaryFebruary 1994, p. 816; Alvin J. Silk, "Marketing Science in a Changing Environment", Journal of Marketing Research, November 1993, p. 401404; Frank M. Bass, "The Future of Research in Marketing: Marketing Science", Journal of Marketing Research, February 1993, p. 16. 15. Jerry W. Thomas, "How, When, and Why to Do Market Research", Nation's Restaurant News, May 12, 1997, p. 84, 136. 16. Barry de Ville, "Intelligent Tools for Marketing Research: Case-Based Reasoning", Marketing Research: A Magazine of Management & Applications, Summer 1997, p. 3840. 17. Ellen Neuborne, "! Cereal for dinner", Business Week, November 24,1997, p. 105-106. 18. Terrence V. O'Brien, Denise D. Schoenbachler, Geoffrey L. Gordon, "Marketing Information Systems for Consumer Products Companies: A Management Overview", Journal of Consumer Marketing, May 1995, p. 16-36. 19. R.P. Mohanty, S.G. Deshmukh, "Evolution of a Decision Support System for Human Resource Planning in a Petroleum Company", International Journal of Production Economics, September 1997, p. 251-261. 20. Jae-Hycon Ahn, Kazuo J. Ezawa, "Decision Support for Real-Time Telemarketing Operations Through Bayesian Network Learning", Decision Support Systems, September 1997, p. 1727. 21. Ian P. Murphy, "FedEx Practices What It Preaches About Segments". Marketing News, March 17, 1997, p. 14; Linda Grant, "Why FedEx Is Hying High", Fortune, November 10, 1997, p. 155-160; Web-, www. fedex. corn/acct_num.htm. 22. Judann Pollack, "Oscar Mayer Plans Taco Bell-Branded Lunchables Product", Advertising Age, July 21, 1997, p. 3, 37; Charlie Etmekjian, John Grede, "Marketing Research in a Team-Oriented Business: The Oscar Mayer Approach", Marketing Research: A Magazine of Management & Applications, December 1990, p. 6-12. 23. , , The GreenBook International Directory of Marketing Research Companies and Services (New York Chapter: American Marketing Association, annually). Web-, www.greenboolc.org. 24. Jack Honomichi, "Honomichi 50 1998 Business Report on the Marketing Research Industry", Marketing News, , 1998, p. H1-H21. 25. . Cyndee Miller, "Small World After All", Marketing News, January 6, 1997, p. 1, 22; Ira Temowitz, "Nielsen Rates Expected to Rise", Advertising Age, January 22, 1996, p. 37; Mike Penford, "Continuous Research Art Nielsen to A D 2000", Journal of the Market Research Society, January 1994, p. 1928. 26. Cyndee Miller, "Study Firms Add Researchers but Continue to Outsource", Marketing News, June 9, 1997, p. 1,7, 27. James H. Fouss, "Faster and Smarter", Marketing Research A Magazine a Management & Applications, Winter 1996, p. 1617; Thomas C. Kmnear, Ann R. Root, 1994 Survey of Marketing Research (Chicago: American Marketing Association, 1995). 28. Ralph W. Giacobbe, Madhav N. Segal, "Rethinking Marketing Research Education A Conceptual, Analytical, and Empirical Investigation"', Journal of Marketing Education, Spring 1994, p. 43-58.

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29. Barbara Baumann, John Duncan, Stephen E. Forrer, Zandy Leibowitz, "Amoco Primes the Talent Pump", Personnel Journal, February 1996, p. 79-84; "AMR Interviews Abdul Azhan, On Today and the Future of Marketing Research at a Major Corporation", Applied Marketing Research, Spring 1989, p. 3-8. 30. Chad Kaydo, "Marriott", Sales & Marketing Management, October 1997, p. 61; Sanjit Sengupta, Robert E. Krapfel; Michael A. Pusaten, "The Mamott Experience", Marketing Management, Summer 1997, p. 33 31. Kenneth Wylie, "Research-Eager Marketers Driving New Globalization", Advertising Age, October 30, 1995, p. 2829; E.H. Demby, "ESOMAR Urges Changes in Reporting Demographics, Issues Worldwide Report", Marketing New, January 8, 1990, p. 2425. 32. David Kilburn, "Thai Recipe for Haircare Growth", Marketing Week, April 10, 1997. 33. Diane K. Bowers, "Sagging Banned, At Last", Marketing Research A Magazine of Management & Applications, Fall-Winter 1995, p. 40. 34. Worldopimon 2 (Winter 1998), www. worldopinion.com. 35. Barry De Ville, "Internet for Market Research", Marketing Research A Magazine of Management & Applications, Summer 1995, p. 3638. 36. David A Cohen, "Database of Marketing Research, Search Software, Version 1.0", Journal of Marketing Research, May 1994, p. 316317. Marketing News Marketing Research A Magazine of Management & Applications .

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1 (Joe Ottaviani), - Burke Marketing Research

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1.3. , , , , . , . , ? , , ( ) ( , / ). - , , - . . Ton-: ? -: , ( ), . . 1. ? ( ) 2. , ? ( ) 3. ? ( ) 4. ? ( ) 5. , ? ( ) , . - : " ?" "" , . - "" . 1. , , , . 2. , , . 3. , , . 4. . " " . .

100

I.

1. . ? 2. ? 3. . ? , , - , . " ". , , , . : " , , ". : , ( ), . , , . 1. . 2. ? 3. ( )? 4. ? 5. ( )? 6. ( 10- ). , , , , .. ( ), ; , 1 10 . 6 .. . , : , , . , -. , , : " , , , ?" , . - : " , - ", : " , , ?" , , , . - , , .

1

101

11.1. , , " ". McDonald's, Burger King, Taco Bell Wendy's 59960 , 70% 467 (1996 ). McDonald's, , , 16 12094 . , Burger King, 7 , , McDonald^. , , , . , Sonic Carl's Jr., . , , . McDonald^, 600 1998 , , , . Burger King , -, 4%- 385 1998 . McDonald's , 42,1% . Burger King 9,2% 1996 19,2%; Wendy's 6,4 11 %. , , , , . , . , Maritz Marketing Research, , , , . , , . 8% . 65 ; 26% , . . , , . Taco Bell . " " " ", . Arby's, , , "" , . " , , , , , , ", .

102

I.

, . ; 16% . . - Sonic ", , ... ". , , . 1996 Wendy's , . . , . , , , . Burger King: " , , , ". 12% , . McDonald's , , : " " " ". , McDonald's , , . Bell , FACT, " , , , ". Wendy's ..., " ". " , (, ), ". Wendy's , . Burger King . Burger King , . 1992 Burger King , . , . Bell, 18,5% . . . , 1960-, . , , . 2000 McDonald's 40% , 21% 1990 . Burger King . , , . Wendy's . Wendy's 50 . , : McDonald's - .

1

103

. 2. ? 3. , McDonald's, , . 4. , Wendy's , , . 1.

5. , ? ? Mark Hamstra, "McDonald's to Intensify Tech, Regionalizatio Efforts in 1998", Nation's Restaurant News, November 24, 1997, p. 1, 97. Cyndee Miller, "McDonald's Shifts Strategy as Competitors Get Stranger", Marketing News 31, April 28, 1997, p. 1, 10. Raren Benezra, Shannon Stevens, "BKto Boost'98 Media by S15M", Brand week 38, November 17, 1997, p. 37.

1.2. NIKE , Nike Inc., , , IBM, Coca-Cola. , , Nike. 1997 : 795 , 9,18 . 41,5% , Nike. , 15,8% , 1998 , , , . Nike, , . Reebok Adidas, , 1997 . Adidas . Adidas . Nike , 1985 . . , Nike , . , " ". Nike . , , . The Beatles, (Michael Jordan) - (John McEnroe), Nike, , . , ,

104

I.

Nike , , , . , Nike " ", 1996 , , , . , Bulls. 1998 Nike , , , . " , , , . , , ", , Nike . " " Nike , , , , " ". Reebok Adidas , , . , Nike ; , Nike, 1997 , , Web- . Nike . , . Nike, , , . , , , Nike, - . Nike , , , . Nike , . Nike , , . Nike , . Nike , , . 1. ? 2. Nike, ? 3. , Nike, . 4. . 5. Internet, Nike . Jeff Jensen, "Product Innovation Steps into Spotlight at Nike", Advertising Age, September 8, 1997, p. 3,48. Isabelle Sender, "Just Do It, Abroad", Chain Store Age, October 1997, p. 121-124. Jeff Jensen, "Reebok and Nike Go Head to Head in Soccer Battle", Advertising Age, May 5, 1997, p. 4. 1 105

1.3. LEXUS: 1980- Toyota , . Lexus , , . . , Mercedes , Toyota , Mercedes, , , . 1989 Toyota Lexus. . Lexus, Mercedes, " 73 36 ". , Lexus , Mercedes: , . , , , , . Toyota . , 12- , Lexus. , Mercedes Lexus, Mercedes, Lexus . , Lexus , , Lexus, . ; Lexus . , - . , , , , . Toyota . Mercedes, BMV\\ Jaguar, Ford Motor, . . 1994 Mercedes Jaguar 20%- . , Toyota 1994 36 50 Lexus. , . 10% 72 1994 1993. Toyota , Lexus , , . Toyota , . , . " " , . Toyota Avalon, Nissan Maxima, Mazda Millenia. BMW Mercedes BMW 3 Series Mercedes Class. Toyota , . , 1996 60 S300 15 . Web- , , Lexus, . - 106 I.

. Toyota , . , Lexus Lexus - . Lexus, , , . 1. , Lexus, , Mercedes, BMWn Jaguar, " " , Nissan Maxima Mazda Millenia. , , 1.

2.

3. , . 4. , . 5. , 4.

6. Internet ? . Bradley Johnson, "Lexus Tries E-Mail for Auto Intro", Advertisin Age, October 1996, p. 4. Michael McCarthy, "Luxury Drive on the Web", Adweek (Western Edition), July 15, 1996, p. 2.

1.4. "" , 200- , . , . 1992 (National Energy Policy Act) . , . , 1998 , . , , . . Market Facts, , 31% , , , 24% . , , , , , . . 1980- Florida Power &. Light Company of Miami

1

107

. . : , . , . . Florida Power & Light , , . , , . 1995 Kansas City Missouri's UtiliCorp United, EnergyOne, - . " , , , 7$ Sprint", (Al Butkus). Cincinnati's Cinergy Corp. , Cincinnati's Riverfront Stadium Cinergy Field. Bengals Reds, , Cinergy Field, . , , , . , -, , . , , . , , , , " ", (Robert Cuervost), - Market Facts. , , , ; , . . , , , , , . , . , , . , , , . , GPV Energy of Reading, , Web- GPU Kids, , . . Centerior Energy of Clevlend . , . : " , ". . , Enron Corp Edison International, " " , , . 30% "" , , , . , . 108 I.

1. . 2. Internet , 3. , Florida Power & Light . . 4. , , . 5. . , , Rebecca Piirto Heath,"The Marketing of Power", American Demographics 19 (9), September 1997, p. 59 - 63. Beth Snyder, "Online Newsletter Helps Electric Utilities Market", Advertising Age 68 (46), December IS, 1997, p. 58.

1

109

II

( 1) ( 2) . , - . . , , , . , .

... 3. 4. : 5. : 6. : 7. - : 8. : 9. : 10. 11. : 12. 2 2

"%

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112

II.

. TimeOui: " " 20% , , , 50% , -. , , . 150 . , . , Time Out, King Lottie International, , LPGA. , , Time Out Fairway Forum, , . - . , , , , ( -). . Time Out , , LPGA . , , , , . , . , . , . , , , . , , . Forum , : , , , , . Time Out's Fairway Forum , , [1].

. Kurt Salmon Associates, -, , Consumer Pulse Survey, , . 1996 , . ( ) . 39% , , , , 4,3 1993 3 1996 . , , ; 64% , , , . 1 . -

3.

113

: 72% , 19% , . . , 25% , 84% , . 50% , , 70% . , , Internet . , Wal-Mart, , . , , , Wal-Mart, \ , \ [2]. , , , , .

: (research design) . , , . . . . (research design) , , , . . . 1. ( 2). 2. , / - ( 37). 3. ( 8 9). 4. ( ) ( 10). 5. ( 11 12). 6. ( 14). .

: (. 3.1).

114

II.

. 3.1. (exploratory research) , , [3]. , , . , , . , . ; . , . , , . . . (exploratory research) , , .

. 3.1.

3.

115

3.1.

, , . , . [4]. (conclusive research) , . , , . "" , , . . 3.1, , -, , . , . (conclusive research) , , - , , .

, , , , (. 3.2). : ; ; ; [5]; ; .

116

II.

3.2.

- -

,

, . , . . , . - , . , . , . , . . (. . 3.2): ( 2); ( 2); ( 4); ( 5). 2. 4 ( ) 5 ( ). , " ", . , . , (, Internet). , , . - , . .

3.

117

. Microsoft , 1997 47% , 50% 53% . , Microsoft Corporation 1995 . Microsoft . 25 , , , .. , , . Microsoft , -, . , Internet. , . , , , . Microsoft , . Microsoft , Office 97, . Microsoft - , . Web- ; Microsoft , , . Microsoft , [6].

? | : I

, Microsoft . , .

(descriptive research) , - (. . 3.2). . 1. : , , . , , , Saks Fifth Avenue Neiman Marcus. 2. , ; , , , . 3. . , ? 4. . , ?

118

II.

5. . , Neiman Marcus ( ) ( ) ( )? (descriptive research) , - .

( ) . , [7]. , , . , . , . . . ; , , , , ( Six Ws). ( , ). . , , , , . " " . . , , , . , . , , . , . , , . , , . , . , .

. (Six Ws) 1. : ? : a) , , - . b) , - . c) , , , . d) , .

3.

119

2.

: ? , : a) , . b) . c) , . d) , . 3. : ? : a) ; b) ; c) ;

d) , . 4. : , ? : a) ; b) , ; c) ; d) . 5. : ? ? , , : a) ; b) ; c) ; d) ; e) 6. : ? : a) ; b) ; c) ; d) ; , : ( 4); ( 6); ( 4 6); . ( 6). , . 3.2, , . , () - (). (. . 3.2) ( ) ( ).

120

II.

() . () (cross-sectional designs) , . , (. . 3.1). (single cross-sectional designs) . (sample survey). (multiple cross-sectional designs) . . . () (cross-sectional design) , . (single cross-sectional design) , . (multiple cross-sectional design) ,

. Equifax/Harris Survey 18 . . , , . . , 1996 , . 1996 37% , - 47% 1994 . 43% , , 8% , 1994 (35%). 1996 12% , 2% , 1994 . , , 8%. , ( L.L. Bean), , [8]. 1996 1994 , . , ( ). , . 3. 121

. (cohort analysis) , , . , [9]. , , , 19511960 . , . (cohort analysis) , , . , . , 1, 2. , 8 19 , 10 30 . , 10 , 8 19 . . , , , (819 ), . , . (2029, 3039, 4049 50+). . . 3.3, , . , . , . , . 3.3 , ( ), , [10].

3.3. ( %, )8-19

7950

1960

1969

1979

20-29 30-39 40-4950-

1: 1900 2: 1901-1910 : 1911-1920 4: 1921-1930

5; 1931-1940 6: 1941-1949 7: 1950-1959 8: 1960-1969

122

II.

. , , , ( ) , . , . .

(longitudinal designs) ( ) . , . , . , , , , . , " ?" . , " ?", . (longitudinal design) , , . , , , , , , . . (panel) , , . , , , , , 4, . (!) , . . () , 50% . : -, , ? . , , . , , -. , = . 3. 123

. . 3 , . , , , , (, ..). [11]. , , , , [12]. , .

. 3.4. .

3.4. + + + + +

: 4 ; "-' . 3.5 3.6 , . , . 3.5, , , 1 2. 20 % , 30% 50% . , . 3.6, , , . , 50% (100/200) , 1, 2. ^ 33.3% (100/300) 55% (275/500). , , , , . . 3.6 . ( , ) [13].

124

II.

3.5.

200 300

200 300

5001000

5001000

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50

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50

200

100 150 300

175 275 500

3005001000

200

, , , . , , , . , . , . , , . ; - . , , . , [14]. , . 1. . . , , 60% . 2. . , , . , 20% [15]. 3. . , .

3.

125

(response bias). . , . , . , , , , "" . , [16],

- - (causal research) - (. . 3.2). , () . [17]. , , , . - . 1. , ( ), ( ). 2. , .- (causal research) , - - .

, - . , . - , , . , , , , . , . - [18]. , - ( 7). . " " , , (, ) (, ). - . . , . . , , . . .

126

II.

. - , . : , ( ). . , . , . , , , . : , [19]. () , : , . () . , . - , . , , - .

, - , - , . [20]. . . 1. , . , , , , , , . 2. . - ( 3.1. " ") [21]. , , , , - . 3. . . - . , , .

3.

127

4. , . . , - . . , - " ", . , , . , - , Citigroup ( 3.2, " ") [22]. 3.1. NASCAR , (NASCAR), . NASCAR, , . NASCAR , , ; . - , NASCAR , , , , . , , -. , 29% 50 27% . , 73% NASCAR 71% , . NASCAR, , , NASCAR , , . NASCAR , .

.

, , . , . , , - . , , , . , . , , . -

128

II.

-, , , . , .

3.2. Citigroup , - Citigroup , . Citigroup , - . . . , , . 1. - , Citigroup. 55 , . 2. . , - . , . : , (). 3. " ", , . 10 . 4. 10 , , . , , . , ? Citigroupl ? , , ?

? ? , , 5.

3.

129

1. , , . 2. , . , , , . 3. Citigroup . . , . , , .

. . , . (total error) , . . 3.2, . (total error) , .

(random sampling e