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The Research Industry


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Slides for a lecture delivered by Dr. Kelly Page introducing the Research Industry - Providers, Suppliers and Buyers of Commercial Research.

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The Research Industry

  1. 1. The Marketing Research Industry Week 1 (2) Dr. Kelly Page Cardiff Business School E: T: @drkellypage T: @caseinsights FB:
  2. 2. Lecture Objectives <ul><li>Appreciate the structure of the marketing research industry; </li></ul><ul><li>Comprehend the nature of corporate marketing research departments; </li></ul><ul><li>Learn about the various types of firms and their functions in the marketing research industry; </li></ul><ul><li>Learn who uses marketing research; </li></ul><ul><li>Understand the growing importance of strategic partnering; </li></ul><ul><li>Appreciate trends in global marketing research; </li></ul><ul><li>Examine unethical practices among marketing research suppliers, clients, and marketing research field services; </li></ul><ul><li>Become familiar with respondents’ rights; </li></ul><ul><li>Discover methods by which the level of professionalism in marketing research can be raised. </li></ul>
  3. 3. Traditional Industry Structure <ul><li>The core competency focus in the early days of marketing research gave way to a more ordered and structured industry </li></ul>Corporate, organizational marketing departments Media companies Research suppliers: Ad-hoc to full service suppliers Field service or specialized service firms Level: One Two Three Four
  4. 4. Types of Marketing Research Firms <ul><li>Custom / Ad Hoc: </li></ul><ul><ul><li>Companies doing research for customized or specific proposes such as for a specific project </li></ul></ul><ul><li>Syndicated: </li></ul><ul><ul><li>Companies that collect, analyze, and sell general marketing information to a variety of buyers </li></ul></ul><ul><li>Field Service: </li></ul><ul><ul><li>Companies that only collect survey data for corporate clients or research firms. Operational sequence includes: </li></ul></ul><ul><ul><ul><li>Client Contact, Interviewer Training, Interviewer Status Reports, Quality Control, and Shipment to the Client </li></ul></ul></ul>
  5. 5. Types of Marketing Research Firms <ul><li>Research Panel Focus </li></ul><ul><ul><li>A group agreeing to participate in research studies over time. </li></ul></ul><ul><ul><li>Descriptive longitudinal research surveys are included here. </li></ul></ul><ul><li>Electronic support </li></ul><ul><ul><li>Some firms have cropped-up to assist marketing researchers in conducting their research. </li></ul></ul><ul><ul><li>D2U is an example of electronic transcription service </li></ul></ul><ul><li>Electronic Data Providers </li></ul><ul><ul><li>Survey Sampling, incorporated in 1977, is a comprehensive source for sampling. </li></ul></ul><ul><ul><li>Targeting specific marketing segments is now more easily done with Electronic Data (e.g., Experien, Mosaic) </li></ul></ul>
  6. 6. External Marketing Research Providers <ul><li>Types of Services </li></ul><ul><li>Customized: </li></ul><ul><ul><li>Research done from bottom to top to meet the customers’ needs (e.g., TLE, MORI, CSS Solutions Ltd) </li></ul></ul><ul><li>Syndicated: </li></ul><ul><ul><li>Collected data on specific issues such as the Nielsen Ratings & TV ratings (e.g., ACNielsen, Arbitron) </li></ul></ul><ul><li>Standardized: </li></ul><ul><ul><li>Provide research and data in a specific pre-determined way (e.g., custom questions added to syndicate surveys). </li></ul></ul><ul><li>Field: </li></ul><ul><ul><li>Conduct research in the field for specific projects (e.g., field service & sampling) </li></ul></ul><ul><li>Selected: </li></ul><ul><ul><li>Firms that specialize in specific areas on expertise (e.g., Internet: </li></ul></ul><ul><li>Branded Products : </li></ul><ul><ul><li>Firms that specialize in collect data to address specific problems (e.g., SPSS) </li></ul></ul>
  7. 7. Marketing Research Users External Internal Marketing Department Vendors Franchisees Other Departments Senior Management Logistics Sales Advertising / Promotion New Product Development Brand Managers Pricing Committee Product Engineers Finance Manufacturing Legal Human Resources Management Users of Marketing Research
  8. 8. The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. Kelly Page (cc)