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조사산업의 발전 방향

조사산업의 발전 방향. 오 효 성 RESEARCH INTERNATIONAL. 새로운 조사 방법 ; Web, 휴대폰 정보 보호 법규 / Do-Not-Call List M&A 소식 Low response rate  high cost 긍정적 조사시장 전망 ; 불경기에 둔감. ESOMAR News contents (2002/6 ~ 2004/5). 조사 산업의 변화. 제공 output data accuracy commodity. insight / knowledge

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조사산업의 발전 방향

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  1. 조사산업의 발전 방향 오 효 성RESEARCH INTERNATIONAL

  2. 새로운 조사 방법 ; Web, 휴대폰 정보 보호 법규 / Do-Not-Call List M&A 소식 Low response rate  high cost 긍정적 조사시장 전망 ; 불경기에 둔감 ESOMAR News contents (2002/6 ~ 2004/5)

  3. 조사 산업의 변화 제공output • data • accuracy • commodity • insight / knowledge • timing / speed • branded

  4. 조사 산업의 변화 조직 / 문화 • social scientist • data management • 장인정신 • local • statistics • risk averse • conventional talent source • business partner • business solution • profit / shareholders • global • marketing / communication • risk taking • consulting, ad-agency, client-side

  5. 조사 산업의 변화 조사 환경 • 높은 조사 응답율 • no regulation • human labor • F2F • 낮은 조사 응답율 • privacy protection • self regulation • industry standard • technology • internet / mobile phone

  6. Two Business Models (DVl smith, mario van Hamersveld) Fact-based MarketingConsultant DataProvider Operational Efficiency Knowledge management

  7. 한국 조사 산업의 시사점 • Operational Efficiency 제고 • Industry quality standard 제정 및 강화 • New talents from various sources • Consultancy skill training • KOSOMAR의 활성화- 교육- 조사 환경 변화에 따른 업계 권익 보호

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