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Chapter 1 Introduction and Early Phases of Market Research

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Title: Chapter 1 Introduction and Early Phases of Market Research


1
Chapter 1Introduction and Early Phases of
Market Research
2
Chapter Outline
  • 1) Overview
  • 2) Definition of Marketing Research
  • 3) A Classification of Marketing Research
  • 4) Marketing Research Process
  • 5) The Role of Marketing Research in Marketing
    Decision Making
  • 6) Marketing Research and Competitive
    Intelligence
  • 7) The Decision to Conduct Research

3
Chapter Outline
  • 8) Marketing Research Suppliers and Services
  • 9) Selecting a Research Supplier
  • 10) Careers in Marketing Research
  • 11) The Role of Marketing Research in MIS and DSS
  • 12) The Department Store Project
  • 13) International Marketing Research
  • 14) Ethics in Marketing Research
  • 15) Summary

4
Redefining Marketing Research
  • The American Marketing Association (AMA)
    redefined Marketing Research as

The function that links the consumer,
the customer, and public to the marketer through
INFORMATION
5
Redefining Marketing Research
6
Definition 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
Market 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
  • Helps managers use this information to make
    decisions

8
Classification of Marketing Research
  • Problem-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
A Classification of Marketing Research
10
Problem-Solving Research
11
Problem-Solving Research
12
Problem-Solving Research
13
Marketing Research Process
  • Step 1 Problem Definition
  • Step 2 Development of an Approach to the
    Problem
  • Step 3 Research Design Formulation
  • Step 4 Fieldwork or Data Collection
  • Step 5 Data Preparation and Analysis
  • Step 6 Report Preparation and Presentation

14
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
15
The Role of Marketing Research
16
Power Decisions Methodology
17
Organizational Chart for VNU
18
Marketing Research Suppliers Services
19
Top 50 U.S. Marketing Research Firms
20
Top 50 U.S. Marketing Research Firms (Cont)
  • Table 1.2

17 17 Lieberman Research Worldwide Los
Angeles www.lrwonline.com 67.2 77.7 13.5
18 18 Abt Associates Inc. Cambridge, Mass.
www.abtassociates.com 41.5 41.5 19 21
Market Strategies Inc. Livonia,
Mich. www.marketstrategies.com 37.9 39.5 4.1
20 22 Burke Inc. Cincinnati www.burke.com 37.1 43
.4 14.5 21 30 comScore Networks Inc. Reston,
Va. www.comscore.com 34.9 34.9 22
24 MORPACE International Inc. Farmington Hills,
Mich. www.morpace.com 31.1 34.5 9.9 23
25 Knowledge Networks Inc. Menlo Park,
Calif. www.knowledgenetworks.com 29.8 29.8
23 34 OTX Research Los Angeles www.otxresearch.com
29.8 29.8 25 23 ICR/Int'l Communications
Research Media, Pa. www.icrsurvey.com 29.0 29.4 1.
4 26 36 Directions Research
Inc. Cincinnati www.directionsrsch.com 27.3 27.3
27 28 National Research Corp. Lincoln,
Neb. www.nationalresearch.com 26.7 29.7 10.1
28 32 Marketing Research Services
Inc. Cincinnati www.mrsi.com 25.4 25.4 29
29 Lieberman Research Group Great Neck,
N.Y. www.liebermanresearch.com 25.1 25.5 1.6
30 33 Peryam Knoll Research Corp. Chicago www.pk
-research.com 22.5 22.7 0.1 31 National
Analysts Inc. Philadelphia www.nationalanalysts.co
m 22.3 22.3 32 Public Opinion Strategies
LLC Alexandria, VA www.pos.org 21.2 21.2
21
Top 50 U.S. Marketing Research Firms (Cont)
Table 1.2
33 27 Walker Information Inc. Indianapolis www.wa
lkerinfo.com 20.4 23.8 14.3 34 39 The
PreTesting Co. Inc. Tenafly, N.J. www.pretesting.c
om 19.8 20.4 2.9 35 19 CR Research Services
Inc. Chicago www.crresearch.com 19.7 19.7 36
35 Flake-Wilkerson Market Insights Little Rock,
Ark. www.mktinsights.com 18.8 18.8 37 37 Data
Development Worldwide New York www.datadw.com 18.3
20.7 11.6 38 41 Schulman, Ronca Bucuvalas
Inc. New York www.srbi.com 17.2 17.2 39 45 Ches
kin Redwood Shores, Calif. www.cheskin.com 16.5 19
.0 13.2 40 38 RDA Group Inc. Bloomfield Hills,
Mich. www.rdagroup.com 15.4 17.0 9.4 41 47 Market
ing Analysts Inc. Charleston, S.C. www.marketingan
alysts.com 15.2 15.6 2.6 42 46 Market Probe
Inc. Milwaukee www.marketprobe.com 14.1 24.6 42.7
43 44 Savitz Research Cos. Dallas www.savitzresea
rch.com 14.0 14.0 44 42 The Marketing
Workshop Inc. Norcross, Ga. www.mwshop.com 13.9 13
.9 45 48 Ronin Corp. Princeton,
N.J. www.ronin.com 13.5 13.9 2.9 46 49 MarketVisi
on Research Inc. Cincinnati www.marketvisionresear
ch.com 11.8 11.8 47 RTI-DFD Inc. Stanfordd,
Conn. www.rti-dfd.com 11.5 11.5 48 Q
Research Solutions Inc. Old Bridge,
N.J. www.qresearchsolutions.com 11.2 11.2 49 50
Data Recognition Corp. Maple Grove,
Minn. www.datarecognitioncorp.com 10.8 10.8 50
Phoenix Marketing International Rhinebeck,
N.Y. www.phoenixmi.com 10.6 10.6
Total 6,291.0
13,307.7 52.7
All other (138 CASRO companies not
included in the Top 50)3 656.6 737.7
11.0 Total (188 companies) 6,947.6
14,045.4 50.5 Estimated by Top 50
1U.S. and worldwide revenue may include
nonresearch activities for some companies that
are significantly higher. See individual company
profiles for details. 2Rate of growth from year
to year has been adjusted so as not to includer
22
Selected Marketing ResearchCareer Descriptions
Fig. 1.6
  • Vice 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.

23
Selected Marketing Research Career Descriptions
24
Selected Marketing Research Career Descriptions
25
Marketing 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

26
Criteria 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 supplier's personnel have both technical
    and non-technical expertise?
  • Can they communicate well with the client?
  • Competitive bids should be compared on the basis
    of quality as well as price.

27
Careers in Marketing Research
  • Career opportunities are available with marketing
    research firms (e.g., AC Nielsen, Burke)
  • Careers in business and non-business firms and
    agencies with in-house marketing research
    departments (e.g., Procter Gamble, Coca-Cola,
    the Federal Trade Commission, United States
    Census Bureau)
  • Advertising agencies (e.g., BBDO International,
    Ogilvy Mather, J. Walter Thompson)
  • Positions VP of marketing research, research
    director/assistant director, project manager,
    field work director, statistician/data processing
    specialist, senior/junior analyst, and
    supervisor.

28
A Sample of Marketing Research Jobs
29
Preparation for a Career in Marketing 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.
  • Think creatively. Creativity and common sense
    command a premium in marketing research.

30
Management Information Systems Vs. Decision
Support Systems
31
The Department Store Project
  • The 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.

32
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.researchindustry.org)
33
Marketing Research Associations Online
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