Appling AHP and GRA for Selecting the Optimal Marketing Research Company

Pi-Fang Hsu ； Yu-Ju Tseng

《Journal of Grey System》 19卷4期 (2016/12) Pp. 189-197

摘要

Due to constantly increasing population of internet, public habits of using media has changed a lots. It's also making amazing consumer behavior data. Currently, in a competitive market environment, companies want to obtain the newest business intelligence, and using consumer data to make a strategic plan, the only thing companies can do is to cooperate with professional marketing research company, so that companies will solve the problem of running brand effectively. Therefore, selecting the favorable marketing research company is an important part. This study using a viewpoint of marketing research company and Brands, intending to develop a model of select the best marketing research company. This study established the model divided into two sections, the first part is through the relevant literature and Modified Delphi Method to find the suitable selection criteria for Marketing Research companies, next, through Analytic Hierarchy Process to determine the relative weights of the criteria. Second part is uses the Grey Relational Analysis to ranks the alternatives and selects the most appropriate marketing research company. Finally, a Taiwanese brand owner are used here in as an example of how the marketing research company can be selected using this model. The results showed the emphasis criteria of marketing research company has organization and human resources, skills of marketing research application tools, operational skills of marketing research, customer service and innovation capability. Overall, this research provides a new model for selecting the Marketing research company, in addition to providing a reference basis for decision makers, and expect to have a substantive contribution in practice.

關鍵字

Marketing research ； Modified Delphi method ； Analytic hierarchy process ； Grey relational analysis