题名

台灣企業行銷研究活動之研究

并列篇名

Marketing Research Activities in Taiwan's Companies

DOI

10.29698/FJMR.200601.0003

作者

何雍慶(Yung-Ching Ho)；吳文貴(Wan-Kuei Wu)；佘溪水(Shih-Shue Sher)

关键词

行銷研究 ； 行銷資訊 ； 淨最小平方法 ； marketing research activities ； marketing information ； partial least squares

期刊名称

輔仁管理評論

卷期/出版年月

13卷1期（2006 / 01 / 01）

页次

57 - 84

内容语文

繁體中文
中文摘要

行銷研究是環境分析中最重要的一環，透過行銷研究所得的資訊，可據以發掘行銷機會與問題；並提供行銷策略擬定所需資訊，提升決策品質，進而產生、修正及評估行銷活動與績效。所以行銷管理過程可說是始於行銷研究，也終於行銷研究。本研究以系統觀點檢視各內外環境因素對於企業行銷研究活動－行銷資訊類型、行銷資訊來源、資訊蒐集方法等的影響，希望能對行銷研究應用發展與實務有所貢獻。本研究首先建構理論模型並以「淨最小平方法」(Partial Least Squares, PLS)進行實證，顯示企業行銷資訊類別、資訊來源及蒐集方法，確實深受各內外環境因素與決策者特性的影響，根據實證結果本研究也提出理論與實務的意涵。
英文摘要

Marketing research has been defined as objective and systematic process of gathering, analyzing, and interpreting data relevant to a specific situation or problem facing an institution. The primary goal of the research being done is to help marketing executives understand marketing problems and opportunities and to make better decisions. The study undertook a mail survey of 137 firm's marketing executives in Taiwan to assess the kind of marketing research activities being conducted by firma and developed a model of PLS (Partial Least Squares) that includes three dimensions of marketing research activities, namely type of marketing information, information sources, and technology of collecting data. Key determinants of these activities were also identified, including environmental uncertainty and competition, the firm's strategy, size, and the manager's education level. The results also have implications for future investigations and implementations of marketing research systems in corporate.
主题分类 社會科學 > 管理學
参考文献
  1. Aguilar, F. J.(1967).Scanning the Business Environment.NY:John Wiley.
  2. Anderson, J.C.,Gerbing, D.W.(1988).Structural Equation modeling in Practice: A Review and Recommended two-step Approach.Psychological Bulletin,103(3),411-423.
  3. Ashill, N. J.,Jobber, D.(1999).The Impact of Environmental Uncertainty Perceptions, Decision-maker Characteristics and Work Environment Characteristics on the Perceived Usefulness of Marketing Information System (MkIS): A Conceptual Framework.Journal of Marketing Management,55(6),519-540.
  4. Ashill, N. J.,Jobber, D.(2002).Defining Marketing Information Needs: An Exploratory Study of Senior Marketing Executives.Journal of Business and Management,8(2),165-179.
  5. Bontis, N.(1998).Intellectual Capital: An Exploratory Study That Develops Measures And Models.Management Decision,36(2),63.
  6. Brush, Candida G.(1992).Marketplace Information Scanning Activities of New Manufacturing Ventures.Journal of Small Business Management,30(4),41-53.
  7. Buzzell, R. D.,Gale, B.T.(1975).Market-Share-A Key to Profitability.Harvard Business Review,53(1),97.
  8. Cassel, C.M.,Hackl, P.,Westlund, A. H.(2000).On Measurement of Intangible Assests: A Study of Robustness of Partial Least Squares.Total Quality Management,11(7),897-908.
  9. Chan, Allan, K K,Dandurand, L.(1997).Determinants of Technology Usage in Marketing Planning: A Study of Chinese managers in Hong Kong, Taiwan and PRC with implications in cross cultural management.Journal of International Marketing and Marketing Research, Brixham,22(1),19-34.
  10. Chenhall, R.H.,Morris, D.(1986).The Impact of Structure, Environment and Interdependance on the Perceived Usefulness of Management Accounting Systems.The Accounting Review,61,16-35.
  11. Covin, J. G.,Slevin, D. P.(1989).Strategic Management of Small Firms in Hostile and Benign Environments.Strategic Management Journal,10(1),75-87.
  12. Daft, R.,Weick, K.(1984).Toward a Model of Organizations as Interpretation Systems.Academy of Management Review,9,284-295.
  13. Daft, Richard L.(2001).Organization Theory and Design.South-Western College.
  14. Delery, G.E.,Doty, D.H.(1986).Modes of Theorizing in Strategic Human Resource Management: Tests of Universalistic, Contingency, and Configurational Performance Predictions.Academy of Management Journal,39(4),802-835.
  15. Deshpande, R.,Zaltman, G.(1987).A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms.Journal of Marketing Research,24,114-118.
  16. Downey, H.K.,Slocum, J.W.(1975).Uncertainty: Measures, Research and Sources of Variation.Academy of Management Journal,18,562-578.
  17. Fletcher, K.,Wheeler, C.(1989).Market Intelligence for International Marketers.Marketing Intelligence & Planning,7(5/6),30-37.
  18. Folsom, D.(1991).Market Intelligence in Small Business.Marketing Intelligence & Planning,9(2),16-19.
  19. Fornell, C. R.,Bookstein, F.L.(1982).Two Structural Equation Model: LISREL and PLS Applied to Consumer Exit-Voice Theory.Journal of Marketing Research,19,440-452.
  20. Fornell, C.,Barclay, D.W.(1983).Jackknifing: A supplement to Lohmoller`s LVPLS Program.Ann Arbor, MI.:Graduate School of Business Administration, University of Michigan.
  21. Fornell, C.,Larcker, D.F.(1981).Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics.Journal of Marketing Research,18,382-388.
  22. Garda, R. A.(1998).Comments on the AMA Task Force Study.Journal of Marketing,52,32-41.
  23. Gordon, L.A.,Narayanan, V.K.(1984).Management Accounting Systems, Perceived Environmental Uncertainty and Organizational Structure: An Empirical Investigation.Accounting, Organizations and Society,9,33-47.
  24. Govindarajan, V.(1984).Appropriateness of Accounting Data in Performance Evaluation: An Empirical Evaluation of Environmental Uncertainty as an Interventing Variable.Accounting, Organizations and Society,9,125-135.
  25. Graber, S.,Czellar, S.,Denis, Jean-Emile(2002).working paper.University of Geneva.
  26. Hambrick, D.C.(1982).Environmental Scanning and Organizational Strategy.Strategic Management Journal,3,159-14.
  27. Howard, J. A.(1983).Marketing Theory of The Firm.Journal of Marketing,47,99-100.
  28. James, W.L.,Hatten, K.J.(1994).Evaluating the Performance Effects of Miles` and Snow`s Strategic Archetypes in Banking, 1983 to 1987: Big or small?.Journal of Business Research,31(1,2),145-154.
  29. Jaworski B. J.,Kohli, A.K.(1993).Market Orientation: Antecedents and Consequences.Journal of Marketing,57,53-70.
  30. Jobber, D.,Watts, M.(1988).User Attitudes towards Marketing Information Systems-A UK Survey of Manufacturing Companies.Marketing Intelligence & Planning,6(2),30-35.
  31. Johansson, Johny K.,Yip, George S.(1994).Exploiting Globalization Potential: U.S. and Japanese Strategies.Strategic Management Journal,15(8),579-601.
  32. Khandwalla, P.N.(1977).The Design of Organization.New York:Harcourt Brace Jovanovich.
  33. King, W. R.,Cleland, D.(1974).Environmental Information Systems for Strategic Marketing Planning.Journal of Marketing,38(4),35-40.
  34. Kinnear, T.C.,Root, A.R.(eds)(1995).1994 Survey of Marketing Research.Chicago:American Marketing Association.
  35. Kohli, A. K.,Jaworski, B. J.(1990).Market Orientation: The Construct, Research Propositions, and Managerial Implications,54,1-18.
  36. Kotler, Philip(2000).Marketing Management.Prentice Hall Inc.
  37. Lawrence, P. R.,Lorch, J.(1967).Organization and Environment.Boston:Harvard Graduate School of Business Administration.
  38. Levitt, T.(1960).Marketing Myopia.Harvard Business Review,38(4),45-56.
  39. Li, E.Y.,Raymond McLeod,Rogers, J.C.(1993).Marketing Information Systems in the Fortune 500 Companies: Past, Present, and Future.Journal of Management Information Systems,10(1),165-192.
  40. Li, Eldon Y.(1997).Marketing Information Systems in Small Companies.Information Resources Management Journal,10(1),27-35.
  41. Li, Eldon Y.,Chen, Houn-Gee,Roan, Jinsheng.(2001).Marketing Information Systems Usage in Taiwan`s top 1000 Companies.Journal of Computer Information Systems,41(2),85-94.
  42. Little, J.(1979).Decision Support Systems for Marketing Managers.Journal of Marketing,43,9-26.
  43. McCled, R.,Jones, J.(1986).Making Executive Information Systems More Effective.Business Horizons,September-October,29-37.
  44. Menon, A.,Varadarajan, P. R.(1992).A Model of Marketing Knowledge Use within Firms.Journal of Marketing,56,53-71.
  45. Miles, R. E.,Snow, C.C.(1978).Organizational Strategy, Structure and Process.New York:McGraw-Hill.
  46. Miller, D.,Friesen, P.H.(1982).Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum.Strategic Management Journal,3(1),1-25.
  47. Miller, D.,Friesen, P.H.(1983).Strategy-making and Environment: the Third Link.Strategic Management Journal,4(3),221-235.
  48. Mohan-Neill, S. I.(1995).The Influence of Firm`s Age and Size on its Environmental Scanning Activities.Journal of Small Business Management,33,10-21.
  49. Montgomery, D.,Urban, G.(1970).Marketing Decision-information Systems: An Emerging View.Journal of Marketing Research,7,226-234.
  50. Paul, G.(1993).Defining Marketing (or is it Market?) Research.Marketing Research,5(4),6-7.
  51. Pelham, A. M,Clayson, D. E.(1988).Receptivity to Strategic Planning Tools in Small Manufacturing Firms.Journal of Small Business Management,26(1),43-50.
  52. Perkins, W.,Rao, R.(1990).The Role of Experience in Information Use and Decision Making by Marketing Managers.Journal of Marketing Research,27,1-10.
  53. Porter, Michael E.(1985).Competitive Advantage: Creating and Sustaining Superior Performance.New York:Free Press.
  54. Raymond, L. P.,A., Julien,Ramangalaby, C.(2001).Technological Scanning by Small Canadian Manufacturers.Journal of Small Business Management,39(2),123-138.
  55. Raymond, L.,Brisoux, J.,Azami, A.(2001).Marketing Information Systems Practices in Small Manufacturing Firms: Antecedents And Consequences.Journal of Computer Information Systems,41(3),32-41.
  56. Rousseau, D.M.,Greller, M.M.(1994).Human Resource Practices: Administrative Contract Makers.Human Resource Management,33(3),385-401.
  57. Ryan, M. J.,Rayner, R.,Morrison, A.(1999).Diagnosing Customer Loyalty Drivers.Marketing Research,11,19-36.
  58. Shafritz, J.,Ott, J.(1992).Classics of Organization Theory.Brooks/Cole, Pacific Grove, CA.
  59. Shortell,Zajac(1990).Perceptual and Archival Measures of Miles and Snow`s Strategic Types: A Comprehensive Assessment of Reliability and Validity.Academy of Management Journal,33(4),817-832.
  60. Slater, S. F.,Narver, J. C.(1995).Market Orientation and the Learning Organization.Journal of Marketing,59,63-74.
  61. Smeltzer, L. R.,Fann, G. L.,Nikolaisen, V. N.(1988).Environmental Scanning Practices in Small Business.Journal of Small Business Management,26(3),55-62.
  62. Smith, K. G.,Guthrie, J.P.,Chen, Ming-Jer.(1989).Strategy, Size and Performance.Organization Studies,10(1),63-81.
  63. Specht, P.H.(1987).Information Sources Used for Strategic Planning Decisions in Small Firms.American Journal of Small Business,11,1-34.
  64. Thompson, J.(1967).Organizations in Action.New York:McGraw-Hill.
  65. Varadarajan, P. R.,Jayachandran, S.(1999).Marketing Strategy: An Assessment of the State of the Field and Outlook.Academy of Marketing Science Journal,27(2),120-143.
  66. Walters,Samiee(1990).Influence of Firm Size on Export Planning and Performance.Journal of Business Research,20(3),235-248.
  67. Wixom, B.H.,Watson, H.J.(2001).An Empirical Investigation Of The Factors Affecting Data Warehousing Success.MIS Quarterly,25(1),17-41.
  68. Wold, H.,C. Fornell(ed.)(1982).A Second Generation of Multivariate Analysis.New York:Praeger.
  69. Wright, M.,Ashill, N.(1998).A Contingency Model of Marketing Information.European Journal of Marketing,32(1/2),125-144.
  70. Yaman, H. R.,Shaw, R. N.(2002).Marketing Research and Small Travel Agents: An Exploratory Study.Journal of Vacation Marketing,8(2),127-140.
  71. Yeoh, Poh-Lin(2000).Information acquisition activities: A Study of Global Start-up Exporting Companies.Journal of International Marketing,8(3),36-60.
  72. Zahra, S.A.,Covin, J. G.(1995).Contextual Influences on the Corporate Entrepreneurship-performance Relationship: A Longitudinal Analysis.Journal of Business Venturing,10,43-58.
  73. 李敬平(1984)。碩士論文(碩士論文)。國立交通大學管理科學研究所。
  74. 孫正一(1995)。碩士論文(碩士論文)。國立中山大學/企業管理研究所。
  75. 黃俊英(1979)。行銷研究在臺灣－廣告代理業的現況調查。臺北市銀月刊，10(3)，14-19。
被引用次数
  1. 林娟娟、林禹均、王舒民(2010)。網路消費者的知覺風險對其購買態度及意願之研究—以網路購物經驗與退貨經驗為調節變數。Electronic Commerce Studies，8(1)，37-70。
  2. 湯大緯、林柏章、林秀碧(2006)。台灣地區行銷研究議題之演化與發展趨勢－以四種TSSCI管理期刊為例。嘉南學報（人文類），32，698-714。
  3. 謝涵聿,蔡翼擎,歐德威,陳貞錡,施嘉慧,呂蕙竹(2020)。探討台灣餐飲外送平台如何建構競爭優勢之關鍵決策因子。管理資訊計算，9(1)，109-122。
  4. 莊錦賜、林芳如(2011)。台灣顧客滿意指數模型之研究―以中醫診所為例。嶺東學報，29，19-55。
  5. (2007)。行銷研究議題之演化與發展趨勢－以JM、JMR、JAMS期刊為例。長榮大學學報，11(2)，11-25。
print cancel