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  1. 1. Chapter OneIntroduction to Marketing Research vddf 1
  2. 2. 1-2Chapter Outline1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Nature of Marketing Research6) Marketing Research Suppliers and Services7) Selecting a Research Supplier8) Careers in Marketing Research
  3. 3. 1-3Chapter Outline9) The Role of Marketing Research in MIS and DSS10) The Department Store Project11) Marketing Research Associations Online12) Summary
  4. 4. 1-4Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION
  5. 5. 1-5Redefining Marketing Research Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process
  6. 6. 1-6Definition of Marketing Research Marketing research is the systematic and objective  identification  collection  analysis  dissemination  and use of information for the purpose of improving decision making related to the  identification and  solution of problems and opportunities in marketing.
  7. 7. 1-7Market Research Specifies the information necessary to address these issues Manages and implements the data collection process Analyzes the results Communicates the findings and their implications
  8. 8. 1-8Classification of Marketing ResearchProblem Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.Problem Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
  9. 9. 1-9 A Classification of Marketing Research Fig 1.1 Marketing Research Problem Problem Solving Identification Research ResearchMarket Potential Research Segmentation ResearchMarket Share ResearchMarket Characteristics Research Product ResearchSales Analysis Research Promotion ResearchForecasting Research Distribution ResearchBusiness Trends Research
  10. 10. 1-10 Problem Solving Research Table 1.1SEGMENTATION RESEARCH  Determine the basis of segmentation  Establish market potential and PRODUCT RESEARCH responsiveness for various segments  Test concept  Select target markets  Determine optimal product design  Create lifestyle profiles:  Package tests demography, media, and product image characteristics  Product modification  Brand positioning and repositioning  Test marketing  Control score tests
  11. 11. 1-11 Problem Solving Research Table 1.1 cont. PROMOTIONAL RESEARCH  Optimal promotional budget 0.00% APR  Sales promotion relationship  Optimal promotional mix  Copy decisions  Media decisions  Creative advertising testing  Evaluation of advertising effectivenessPRICING RESEARCH  Claim substantiation Pricing policies Importance of price in brand selection Product line pricing Price elasticity of demand $ALE Initiating and responding to price changes
  12. 12. 1-12 Problem Solving Research Table 1.1 cont.DISTRIBUTION RESEARCHDetermine… Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets
  13. 13. 1-13Marketing Research ProcessStep 1: Problem DefinitionStep 2: Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation
  14. 14. 1-14 The Role of Marketing Research Fig 1.2 Customer Groups • Consumers • Employees • Shareholders • Suppliers UncontrollableControllable EnvironmentalMarketing FactorsVariables Marketing •Economy•Product Research •Technology•Pricing •Laws &•Promotion Regulations•Distribution •Social & Cultural Assessing Marketing Factors Providing Information Information Decision •Political Factors Needs Making Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control
  15. 15. 1-15 Marketing Research Suppliers & Services Fig 1.3 RESEARCH INTERNAL SUPPLIERS EXTERNAL LIMITED SERVICE FULL SERVICE Field BrandedSyndicate Internet Products Services Services Services and Services Customiz Coding and Standardized ed Data Entry Data Services Services Services Analysis Analytical Services Services
  16. 16. 1-16 Top 50 U.S. Marketing Research FirmsU.S. ran k Org an izat ion Headq u art ers Web sit e Wo rldw id e research Non -U.S. research Percent2 00 1 2 00 0 reven ues* revenu es* n o n-U.S. ($, in millio ns) ($ , in million s) reven ues1 2 VNU, Inc. New York $2,400.00 $1,100.00 45.80%2 3 IMS Healt h, Inc. Fairfield, Conn. imshealt 1,171.00 702 603 4 Informat ion Resources, Inc. Chicago 555.9 135.6 24.44 6 The Kant ar Group Fairfield, Conn. kant 962.3 663.2 68.95 5 West at , Inc. Rockville, Md. w est at .com 285.8 ─ ─6 7 Arbit ron, Inc. New York arbit 227.5 7.9 3.57 ─ NOP World US New York nopw 224.1 17.5 7.88 8 NFO WorldGroup Greenw ich, Conn. nfow .com 452.9 289.9 649 9 Market Fact s, Inc. Arlingt on Height s, Ill. market fact 189.7 33.5 17.710 11 Taylor Nelson Sofres USA London t 166.9 16.4 9.811 11 Marit z Research Fent on, MO. marit 181.7 54.6 3012 23 Ipsos New York 204.3 91.4 44.713 15 J.D. Pow er and Associat es West lake Village, Calif. 128 18.7 14.614 14 Opinion Research Corp. Princet on, N.J. 133.6 42.2 31.615 10 The NPD Group, Inc. Port Washingt on, N.Y. 101.7 13 12.816 17 Jupit er Media Met rix, Inc. New York 85.8 17.2 2017 18 Harris Int eract ive, Inc. Rochest er, N.Y. harrisint eract 75.4 10.5 13.918 20 Abt Associat es, Inc. Cambridge, Mass. abt associat 62.8 9.4 1519 19 C&R Research Services, Inc. Chicago 43.6 ─ ─20 22 Wirt hlin Worldw ide McLean, Va. w irt 46.8 7.2 15.421 24 Lieberman Research Worldw ide Los Angeles lrw 43.1 4.3 1022 25 Burke, Inc. Cincinnat i 45.5 11.2 24.623 21 MORPACE Int ernat ional, Inc. Farmingt on Hills, Mich. 48.3 15.9 32.924 26 Market St rat egies, Inc. Livonia, Mich. market st rat 31.7 1.5 4.725 30 GfK Cust om Research, Inc. Minneapolis cust 29.8 0.9 3.9
  17. 17. 1-17 Top 50 U.S. Marketing Research FirmsU.S. rank Org an izat io n Head q uart ers Web sit e World w ide research No n-U.S. research Percen t2 001 20 00 reven ues* revenu es* n on-U.S. ($, in millio ns) ($, in millio ns) revenu es26 32 ICR/ Int ’l Communicat ions Research Media, Pa. 28.8 0.3 127 29 M/ A/ R/ C Research Irving, Texas 24.5 0.5 228 31 Elrick & Lavidge Market ing Research Tucker, Ga. 22.9 ─ ─29 36 RDA Group, Inc. Bloomfield Hills, Mich. 26 3.6 13.830 33 Lieberman Research Group Great Neck, N.Y. 22.3 0.5 2.231 ─ Know ledge Net works, Inc. Menlo Park, Calif. know ledgenet w 21.4 ─ ─32 34 Walker Informat ion Indianapolis w 26.8 5.5 20.533 37 Nat ional Research Corp. Lincoln, Neb. nat 17.7 ─ ─34 38 Direct ions Research, Inc. Cincinnat i direct 16.7 ─ ─35 48 Market ing and Planning Syst ems, Inc. Walt ham, Mass. mapsnet .com 19.7 3.2 16.236 ─ Alliance Research, Inc. Crest view Hills, Ky. 15.4 ─ ─37 40 Dat a Development Corp. New York dat 15.6 0.3 1.938 46 Market ing Analyst s, Inc. Charlest on, S.C. market inganalyst 15.1 0.4 2.639 ─ Market ing Research Services, Inc. Cincinnat i 14.3 ─ ─40 43 Greenfield Online, Inc. Wilt on, Conn. 14.2 ─ ─41 42 Greenfield Consult ing Group, Inc. West port , Conn. 14 0.1 142 45 Savit z Research Companies Dallas savit 13.2 ─ ─43 44 The PreTest ing Co., Inc. Tenafly, N.J. pret est 13.1 0.7 5.344 39 Schulman, Ronca, & Bucuvalas, Inc. New York 12.1 0.7 5.845 49 Cheskin Redw ood Shores, Calif. 14.3 3.1 2246 ─ The Market ing Workshop, Inc. Norcross, Ga. mw 10.6 ─ ─47 ─ Symmet rical Holdings, Inc. Deerfield Beach, Fla. symmet 10.4 ─ ─48 ─ comScore Net w orks, Inc. Rest on, Va. 10 ─ ─48 ─ Market Vision Research, Inc. Cincinnat i market 10 ─ ─50 47 The B/ R/ S Group, Inc. San Rafael, Calif. 10.9 2.2 20
  18. 18. Selected Marketing Research 1-18Career DescriptionsFig 1.4Vice-President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department.Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects.Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.
  19. 19. 1-19 Selected Marketing Research Career Descriptions Fig 1.4 cont. Research Director Vice President of Marketing Research • Also part of senior• Part of company’s top management management team • Heads the development• Directs company’s entire market and execution of all research operation research projects• Sets the goals & objectives of the marketing research department Assistant Director of Research •Administrative assistant to director •Supervises research staff members Senior Project Manager • Responsible for design, implementation, & research projects
  20. 20. 1-20 Selected Marketing Research Career Descriptions Fig 1.4 cont.Senior Analyst• Participates in the development of projects• Carries out execution of assigned projects• Coordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collection• Prepares final reportAnalyst Statistician/Data Processing• Handles details in execution of • Serves as expert on theory and project application on statistical techniques• Designs & pretests questionnaires • Oversees experimental design, data• Conducts preliminary analysis of processing, and analysis dataJunior Analyst Fieldwork Director• Secondary data analysis • Handles selection, training,• Edits and codes questionnaires supervision, and evaluation of• Conducts preliminary analysis of data interviewers and field workers
  21. 21. 1-21Marketing Research Suppliers & Services Internal suppliers External suppliers  Full-service suppliers  Syndicated services  Standardized services  Customized services  Internet services  Limited-service suppliers  Field services  Coding and data entry services  Analytical services  Data analysis services  Branded marketing research products
  22. 22. 1-22Criteria for Selecting a Research Supplier What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the suppliers personnel have both technical and non-technical expertise? Can they communicate well with the client? Competitive bids should be obtained and compared on the basis of quality as well as
  23. 23. 1-23Careers in Marketing Research Career opportunities are available with marketing research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C) Careers in business and non-business firms and agencies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, AT & T, the Federal Trade Commission, United States Census Bureau) Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) Positions: vice president of marketing research, research director, assistant director of research, project manager, field work director,
  24. 24. A Sample of Marketing Research 1-24Jobs
  25. 25. 1-25Preparation for a Career in Mktg. Research Take all the marketing courses you can. Take courses in statistics and quantitative methods. Acquire Internet and computer skills. Knowledge of programming languages is an added asset. Take courses in psychology and consumer behavior. Acquire effective written and verbal communication skills.
  26. 26. 1-26 Management Information Systems vs. Decision Support Systems MIS DSS Structured Problems  Unstructured Problems Use of Reports  Use of Models Rigid Structure  User Friendly Interaction Information Displaying  Adaptability Restricted Can Improve Decision Can Improve Decision Making Making by Using “What if” by Clarifying Data Analysis
  27. 27. 1-27The Dept. Store ProjectThe following information was solicited:1. Familiarity with the ten department stores.2. Frequency with which household members shopped at each of the ten stores.3. Relative importance attached to each of the eight factors of the choice criteria.4. Evaluation of the ten stores on each of the eight factors of the choice criteria.5. Preference ratings for each store.6. Rankings of the ten stores (from most preferred to least preferred).7. Degree of agreement with 21 lifestyle statements.8. Standard demographic characteristics (age, education, etc.)9. Name, address, and telephone number.
  28. 28. 1-28 Marketing Research Associations OnlineDomesticAAPOR: American Association for Public Opinion Research( American Marketing Association ( The Advertising Research Foundation ( The Council of American Survey Research Organizations( Marketing Research Association ( Qualitative Research Consultants Association( Research Industry Coalition (www.research
  29. 29. 1-29 Marketing Research Associations OnlineInternationalESOMAR: European Society for Opinion and MarketingResearch ( The Market Research Society (UK)( The Market Research Society of Australia( The Professional Marketing Research Society (Canada)(