※ [本文转录自 NTU-GIIB2004 看板] 作者: outstanding (keep going!) 看板: NTU-GIIB2004 标题: 演讲讯息：The Future of Marketing Research 3/17(五) 时间: Wed Mar 1 16:26:45 2006 台大管理学院演讲 主讲人 ：Dr. David F. Birks, University of Southampton, UK 讲题 ：The Future of Marketing Research, - the Development of the ‘Customer Insight’ Industry 引言人 ：台大管理学院 洪茂蔚院长 曹承础副院长 时间 ：95年03月17日(五) 10:20 am ~ 12:00 noon 地点 ：台大管理学院一号馆 10 F 国际会议厅 Biographic Note. David F. Birks is a Professor of Senior Lecturer in Marketing at MSc Marketing Analytics of Management, University of Southampton. He received Ph.D., MSc. and BA degrees from the University of Southampton. His industrial experience was gained in the construction and housing industry in England and Germany. Before lecturing at the Universities of Salford, Strathclyde and Bath, he worked in purchasing, planning, marketing and research. He has continued to practice marketing research throughout his University career, managing projects in financial institutions, retailers, industrial organisations, local authorities and charities. He has managed dissertations/projects as part of the B.A., MSc. M.B.A. and Ph.D. degree programmes in the School of Management at the University of Bath. He was the Head of Marketing Research on the GlobalCash Project from 1996 to 2002 in conjunction with the Bank Relationship Consultancy. He edited and made a major contribution to the text Global Cash Management in Europe that resulted from the combined research efforts of colleagues in Britain, Denmark, Germany, Ireland, Italy, Norway and Sweden. At the University of Bath, He was the Director of Studies for their Executive MBAs in Malaysia and China. He maintains a great interest in these countries and their developments. David is co-author of the European best-selling text ‘Marketing Research, An Applied Orientation: 2nd European Edition’, Malhotra, N. & Birks, D.F. Pearson/Financial Times, 2005. At the University of Southampton, He has had the opportunity to bring together his academic and practitioner experiences to develop an MSc in Marketing Analytics, the first degree in this subject in the UK. The future of marketing research, the development of the ‘customer insight’ industry By Dr David F. Birks Summary Over the last decade there has been a massive development of research approaches, information systems, and software in understanding how consumers behave. Evidence of such developments can be seen in examples such as: the use of loyalty cards to electronically observe and conduct experiments with consumers, the use of geodemographic information systems to map out consumer attitudes and behavior, customer relationship management systems and the operational data of e-commerce and web analytics that describe and model consumer behavior, the use of data-mining and modeling techniques to uncover new meaning in the relationship between marketers and their consumers, and the growth of ethnographic approaches to add richness to the huge amounts of quantitative data now available. Such developments have enabled far more sophisticated approaches to marketing analysis and the information systems that support it. They have enabled the growth of a ‘Customer Insight’ industry. Given these changes, a debate has emerged about the value of marketing research and consultancy in supporting marketing decisions[i]. Many marketing researchers are feeling the pressure to move away from a position of being seen as mere data collectors and data analysts towards becoming providers of strategic marketing intelligence, to become drivers of Customer Insight. One of the forces behind this change is that data collection is seen by many marketers as a ‘commodity’ with comparatively low added value. An example of this pressure on marketing researchers emerges from Denmark which is home to a number of high quality research organisations. In Denmark the industry is faced with concerns about commoditisation. “Many research buyers now see marketing research as a commodity” explains Erik Liljeberg of the Association of Market Research Institutes in Denmark.[ii]“They think that if you go to one research agency or another it won’t make much of a difference. If an agency will not give you a discount, then you try someone else who will”. In Germany, ADM (Arbeitskreis Deutscher Markt), the association of private market and social research agencies, report a development from straightforward marketing research ‘data supply’ to information based consultancy. They describe the growing competition from research providers outside the traditional marketing research industry with advertising and media agencies, business consultants and academic research institutions entering the arena.[iii] In a major study sponsored by a dozen blue-chip companies including Vodafone, Sainsbury’s and Nationwide, an attempt was made to set out how Customer Insight is managed, communicated and used. The message that came over loud and clear is that companies need the ‘big picture’, and the picture needs to be joined up, coherent and commercially focused. That means bringing together internal sales and financial data with database information, marketing research and any other available and appropriate source. The question posed by such a move is ‘does the competition to marketing research have more to offer in the delivery of Customer Insight?’ Are marketing researchers, database analysts, consultants or any other individuals in the best position to set the agenda for the Customer Insight industry? If it is not the marketing researcher, what future is there for marketing research? --

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