Internal - Marketing research dept within a firm (eg Cadbury Schweppes, National Australia bank, Toyota) External- Outside firm hired to supply market research data Syndicated services Information provided to subscribers at any time. Roy Morgan – Single source data see www.roymorgan.com Roy Morgan – Values segments Quantum – AustraliaSCAN and YouthScan Standardised services Research conducted in a standard way (eg advertising effectiveness) to different clients Customised Research tailored specifically to clients needs (eg Chant Link & Associates, Quadrant, AMR-Quantum) Field services CATi interviewing facilities (Fieldforce, Fieldworks) Coding and data entry Editing or coding questionnaires, transcribing Analytical services Designing questionnaires, sampling plans and other research designs Data analysis services analysing data, including multivariate data analysis (eg Strategy by design)
Management want to symptoms to disappear but may not understand the real cause of the problem, perhaps because they can not be impartial or they do not have they necessary skills.
Researcher may be more impartial, objective and are experienced in searching for information to understand why the symptoms have occurred.
PowerPoint to accompany Essentials of Marketing Research AN APPLIED ORIENTATION MALHOTRA HALL SHAW OPPENHEIM 1- 1