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Chapter One Introduction to Marketing Research
Figure 1.1 Introduction to Marketing Research:  An Overview Definition of Marketing Research Fig. 1.2 A Classification of Marketing Research Marketing Research Process Fig 1.3 Fig 1.4 The Role of Marketing Research in Decision Making Fig 1.5 The Information Value Chain for Marketing Research Fig 1.6 Application to Contemporary Issues Technology Ethics International Be a DM!  Be an MR!  Experiential  Learning Opening Vignette What Would You Do?
Figure 1.1 Introduction to Marketing Research:  An Overview (cont.) Application to Contemporary Issues Technology Ethics International Be a DM!  Be an MR!  Experiential  Learning Opening Vignette Marketing Research Industry Selecting a Research Supplier Fig 1.7 Table 1.1 Careers in Marketing Research The Role of Marketing Research in MIS and DSS Fig. 1.8 and 1.9 What Would You Do?
Definition of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identification of Information Needed Collection of Data Analysis of  Data Dissemination of Information Identifying and Solving Marketing Problems Figure 1.2  Defining Marketing Research Use of  Information
Market Research ,[object Object],[object Object],[object Object],[object Object]
Classification of Marketing Research ,[object Object],[object Object],[object Object],[object Object]
Problem Identification Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research Figure 1.3  A Classification of  Marketing Research Problem  Solving  Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Problem Solving Research ,[object Object],[object Object],[object Object],[object Object],SEGMENTATION RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PRODUCT RESEARCH Table 1.1
Problem Solving Research Table 1.1 (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problem Solving Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 1.1 Problem Solving Research  Segmentation Research - determine  basis  of  segmentation - establish  market  potential  and  responsiveness  for various  segments - select  target  markets  and  create  lifestyle profiles for demography,  media,  and  product  image characteristics  Product Research - test  concept - determine  optimal  product  design - package  tests - product  modification - brand  positioning  and  repositioning - test  marketing - control  store  tests  Problem Solving Research
Table 1.1 Problem Solving Research (Cont.)
Problem  Solving  Research  (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 1.1 Problem Solving Research (Cont.)
Figure 1.4  The Marketing Research Process Step 1:  Defining the Problem Step 2:  Developing an Approach to the Problem Step 3:  Formulating a Research Design Step 4:  Doing Field Work or Collecting Data Step 5:  Preparing and Analyzing Data Step 6:  Preparing and Presenting the Report
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Assessing Information Needs ,[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Decision Making Providing Information Figure 1.5  The Role of Marketing Research in Marketing Decision Making
Figure 1.6  The Information Value Chain
Figure 1.7  Marketing Research Industry: Supplier and Services Research  Suppliers Internal Limited Service Full Service External Other Services Field Services Customized  Services Syndicated  Services Internet Services
Marketing Research Suppliers & Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for Selecting a Research Supplier ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Careers in Marketing Research ,[object Object],[object Object],[object Object],[object Object]
Selected Marketing Research Career Descriptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Selected Marketing Research Career Descriptions
Preparation for a Career in Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Expert Systems Internal Billing, Production, and Other Records Decision Support Systems Marketing Information Systems Figure 1.8  The Development of MIS  and DSS = External  Market Information +
Figure 1.9 Marketing Information Systems (MIS) vs. Decision Support Systems (DSS) ,[object Object],[object Object],[object Object],[object Object],[object Object],Figure 1.9  Marketing Information Systems (MIS) vs. Decision Support Systems (DSS) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 1.10  Stakeholders in Marketing Research:    An Ethical Perspective Client Marketing Researcher Public Respondents
Marketing Research Associations Online Domestic AAPOR : American Association for Public Opinion Research (www.aapor.org) AMA : American Marketing Association (www.ama.org) ARF : The Advertising Research Foundation (www.amic.com/arf) CASRO : The Council of American Survey Research Organizations (www.casro.org) MRA : Marketing Research Association (www.mra-net.org) QRCA : Qualitative Research Consultants Association (www.qrca.org) RIC:  Research Industry Coalition (www.research industry.org)

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Marketing Research

  • 1. Chapter One Introduction to Marketing Research
  • 2. Figure 1.1 Introduction to Marketing Research: An Overview Definition of Marketing Research Fig. 1.2 A Classification of Marketing Research Marketing Research Process Fig 1.3 Fig 1.4 The Role of Marketing Research in Decision Making Fig 1.5 The Information Value Chain for Marketing Research Fig 1.6 Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?
  • 3. Figure 1.1 Introduction to Marketing Research: An Overview (cont.) Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette Marketing Research Industry Selecting a Research Supplier Fig 1.7 Table 1.1 Careers in Marketing Research The Role of Marketing Research in MIS and DSS Fig. 1.8 and 1.9 What Would You Do?
  • 4.
  • 5. Identification of Information Needed Collection of Data Analysis of Data Dissemination of Information Identifying and Solving Marketing Problems Figure 1.2 Defining Marketing Research Use of Information
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Table 1.1 Problem Solving Research Segmentation Research - determine basis of segmentation - establish market potential and responsiveness for various segments - select target markets and create lifestyle profiles for demography, media, and product image characteristics Product Research - test concept - determine optimal product design - package tests - product modification - brand positioning and repositioning - test marketing - control store tests Problem Solving Research
  • 13. Table 1.1 Problem Solving Research (Cont.)
  • 14.
  • 15. Table 1.1 Problem Solving Research (Cont.)
  • 16. Figure 1.4 The Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
  • 17.
  • 18. Figure 1.6 The Information Value Chain
  • 19. Figure 1.7 Marketing Research Industry: Supplier and Services Research Suppliers Internal Limited Service Full Service External Other Services Field Services Customized Services Syndicated Services Internet Services
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  • 26. Expert Systems Internal Billing, Production, and Other Records Decision Support Systems Marketing Information Systems Figure 1.8 The Development of MIS and DSS = External Market Information +
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  • 28. Figure 1.10 Stakeholders in Marketing Research: An Ethical Perspective Client Marketing Researcher Public Respondents
  • 29. Marketing Research Associations Online Domestic AAPOR : American Association for Public Opinion Research (www.aapor.org) AMA : American Marketing Association (www.ama.org) ARF : The Advertising Research Foundation (www.amic.com/arf) CASRO : The Council of American Survey Research Organizations (www.casro.org) MRA : Marketing Research Association (www.mra-net.org) QRCA : Qualitative Research Consultants Association (www.qrca.org) RIC: Research Industry Coalition (www.research industry.org)