试析国际营销研究方法的新趋势

The New Trend of International Marketing Research Methods

本文以营销研究机构运作的状况为例,试图说明信息技术进步、全球化如何影响了营销研究机构的研究趋势,并具体描述了新趋势的特点。总的来看,新时代下营销研究机构的研究站在新的技术起点上,并越来越采用定性加定量的整合研究模式,更多地关注国际性问题,并努力保持所关心问题的前瞻性。

After reviewing some cases about marketing research activities in Asia, the author tries to contend that globalization and technology advancement have deeply changed the marketing research methods. The change has been discussed in this article.