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8/14/2019 Marketing Research Module 1 Introduction
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Cha pter 1Introduction and Early Phases
of Market Research
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Ch apter O utl ine1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Role of Marketing Research in MarketingDecision Making
6) Marketing Research and Competitive Intelligence
7) The Decision to Conduct Research
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Cha pter Ou tl ine8) 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
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Used to identify anddefine market
opportunities and
problems
Generate, refine, andevaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Redefi ning M arketi ng Rese ar ch
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De fi niti on o f Ma rke ti ngRese ar chMarketing 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.
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Ma rket Rese arc h 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 makedecisions
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Cl assi fi catio n of Mar ket ingRese ar chProblem-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: marketpotential, 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.
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Resea rc hMarketing Research
Problem
Identification Research
Problem-Solving
Research
Market Potential ResearchMarket Share Research
Market Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research
Segmentation Research
Product ResearchPricing Research
Promotion Research
Distribution Research
Fig. 1.1
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Pr obl em-S olving Res ea rch
Determine the basis of segmentation
Establish market potential and
responsiveness for varioussegments
Select target markets
Create lifestyle profiles:
demography, media, andproduct image characteristics
SEGMENTATI ON RES EARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
Control score tests
PROD UCT RES EAR CH
Table 1.1
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Pr obl em-S olving Res ea rchTable 1.1 cont.
PR ICI NG RES EAR CH Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PR OMOTIO NAL RE SE ARCH
Optimal promotional budget Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
Claim substantiation
0.00% APR
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Pr obl em-S olving Res ea rchTable 1.1 cont.
DISTRIBUT ION RESE ARCHDetermine
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
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Ma rketing Res ea rc h Pr oce ssStep 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
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Ma rketing Res ea rc h Pr ocessStep 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
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Th e Rol e of Mark eti ng Rese ar ch
Co ntro ll ab leMar keting
Product
Pricing
Promotion
Distribution
Var iab les Marketing Research
MarketingDecisi onMakingProvi dingInf ormatio n
As ses si ngInf or mat ionNeeds
Mar keting Ma nagers Market Seg mentatio n
Perfo rmance & Contr olTarg et Mar ket Sel ectio n Marketi ng P ro gra ms
Un contro llab leEnvir on mentalFacto rs Economy
Technology Laws &
Regulations
Social & CulturalFactors
Political Factors
Fig. 1.2 Co nsumer s Emp lo yee s Shar eho ld ers Sup plier s
Cus tomer Gro up s
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ClientNeeds Find Seek Pla n ActSolv e Problem
Ach iev e Goa l
How WeHelpClarifyDeci si ons
ResearchAnaly si s
Eval uat eInt erpretFaci l itate Re commendMark etPlanResearch
AdviseAssi stExecution
Oppo rtunity scanOption g ene ratio n
Refine optionsDecis io n
Fig. 1.3
Po wer De ci sio ns Me tho dol ogy
http://www.powerdecisions.com/newsletter.cfm?articleID=225http://www.powerdecisions.com/tools.cfmhttp://www.powerdecisions.com/approach.cfmhttp://www.powerdecisions.com/tools.cfmhttp://www.powerdecisions.com/engagementshelpimplement.cfmhttp://www.powerdecisions.com/newsletter.cfm?articleID=2258/14/2019 Marketing Research Module 1 Introduction
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Orga nizat iona l Chart for VNUExe cuti ve Boar d
Corporate Staff
MarketingInformation
Media Measurement& Information
BusinessInformation
Directories
ACNielsenVNU AdvisoryServicesBASESClaritasSpectraMarket Decisions
Nielsen Media ResearchNielsen/Net RatingsNielsen FilmEntertainmentNielsen HomeEntertainmentNielsen MusicNielsen BookNielsen Entertainment IntelIMSPERO/HICScarboroughSRDS
VNU BusinessPublicationsVNU emedia &Information MarketingVNU ExpositionsVNU Exhibitions Europe
Golden PagesGouden GidsPaginas AmarelasPaglni AurilPromediaTelkom DirectoryVerizon Puerto Rico
Fig. 1.4
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Services
LIMIT ED SERVI CEBrandedProducts
and Services
DataAnalysisServices
AnalyticalServices
Coding andData Entry
Services
FieldServices
FU LL SERV ICESyndicate
Services
StandardizedServices
CustomizedServices
Internet
Services
RESEAR CHSUPPLIERS EXT ERN ALINTERNAL
Fig. 1.5
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U.S. Rank Organization Headquarters Website ($, in millions)($, in millions)revenue2004 2003
1 1 VNU Inc. New York www.vnu.com $1,794.4 $3,429.2 47.7%
2 2 IMS Health Inc. Fairfield, Conn. www.imshealth.com 571.0 $1,569.0 63.6
3 4 Westat Inc. Rockville, Md. www.westat.com 397.8 397.8
4 5 TNS U.S. New York www.tns-global.com 396.0 1,732.7 77.2
5 3 Information Resources Inc. Chicago www.infores.com 379.6 572.8 33.6
6 6 The Kantar Group Fairfield, Conn. www.kantargroup.com 365.7* 1,136.3* 67.8*
7 7 Arbitron Inc. New York www.arbitron.com 284.7 296.6 4.0
8 8 NOP World US New York www.nopworld.com 213 408.5 47.9
9 9 Ipsos New York www.Ipsos-na.com 193.9 752.8 74.2
10 10 Synovate Chicago www.synovate.com 193.5 499.3 61.3
11 Harris Interactive Inc. Rochester, N.Y. www.harrisinteractive.com 154.8 208.9 25.9
13 Harris Interactive Inc. Rochester, N.Y. www.harrisinteractive.com 116.7 155.4 24.9
20 Wirthin Worldwide McLean, Va. www.harrisinteractive.com 38.1 53.5 28.8
12 11 Maritz Research Fenton, Mo. www.maritzresearch.com 136.6 185.8 26.2
13 12 J.D. Power and Associates Westlake Village, Calif. www.jdpower.com 133.5 167.6 20.4
14 14 The NPD Group Inc. Port Washington, N.Y. www.npd.com 110.5 139.2 20.6
15 16 GfK Group USA Nuremberg, Germany www.gfk.com 93.0 834.6 88.9
16 15 Opinion Research Corp. Princeton, N.J. www.opinionresearch.com 91.5 147.5 38.3
Table 1.2
Fir ms
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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.com 22.3 22.3
32 Public Opinion Strategies LLC Alexandria, VA www.pos.org 21.2 21.2
U.S. RankOrganization Headquarters Website ($, in millions) $, inmillions) revenue2004 2003
. .(Co nt )Table 1.2
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33 27 Walker Information Inc. Indianapolis www.walkerinfo.com 20.4 23.8 14.3
34 39 The PreTesting Co. Inc. Tenafly, N.J. www.pretesting.com 19.8 20.4 2.9
35 19 C&R 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 Cheskin 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 Marketing Analysts Inc. Charleston, S.C. www.marketinganalysts.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.savitzresearch.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 MarketVision Research Inc. Cincinnati www.marketvisionresearch.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 $14,045.4 50.5%*Estimated by Top 50 1U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher.
See individual company profiles for details. 2Rate of growth from year to year has been adjusted so as not to includer
U.S. RankOrganization Headquarters Website ($, in millions) $, inmillions) revenue2004 2003
. .(Co nt )Table 1.2
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Se lected Mar ke ting Res earc hCar eer Desc ript io nsVice Pres id en t of Marketi ng Res ea rch : The senior position in
marketing research. The vice president (VP) is responsible for theentire marketing research operation of the company and serves onthe top management team. This person sets the objectives and goalsof the marketing research department.
Resea rch Di rector: Also a senior position. The research director hasthe general responsibility for the development and execution of allthe marketing research projects.
Ass is tant D ire ctor of Res earch : Serves as an administrativeassistant to the director and supervises some of the other marketing
research staff members.(Seni or) Projec t Ma nager: Has overall responsibility for design,implementation, and management of research projects.
Sta ti sti cian/Data Proces sing Speciali st: Serves as an expert ontheory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
Fig. 1.6
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Se lect ed M ar ket ing Res earch Ca re erDescriptionsVice Pres ident of Mark eti ng
Res earch Part of companys top
management team Dire ct s com pa ny s entir e marke t
res earc h ope ra tion Set s th e goals & objec ti ve s of
the marketing researchdepa rt men t
Res ea rch Di rec to r Also part of seniorma nagem ent Hea ds th edev el opm en t and
ex ecu ti on of allres ea rch projec tsAs sis tan t D ir ector of Research Adm in is tra ti ve assis tant to
dire ct or Superv is es res earch staff
membersSe nio r Project Ma nager Res pon sibl e for des ign , imple men tation , &res earc h projec ts
Fig. 1.6 cont.
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An aly st Handles details in execution of
project Designs & pretests questionnaires Conducts preliminary analysis of data
Juni or An aly st Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data
Fiel dwork Di rec torHandles selection, training,supervision, and evaluation ofinterviewers and field workers
Se nio r A naly st 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 finalreport
Fig. 1.6 cont.
Sta ti sti cian/Data Proces sing Serves as expert on theory and
application on statistical techniques Oversees experimental design, data
processing, and analysis
Se lected Ma rke ti ng Resea rc hCa ree r D esc ri pti ons
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Se rvic es 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
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Suppl ie r 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 thesupplier have? Has the firm had experience withprojects 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.
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Ca ree rs in Marke ti ng Resea rch Career opportunities are available with marketing
research firms (e.g., AC Nielsen, Burke)
Careers in business and non-business firms andagencies with in-house marketing researchdepartments (e.g., Procter & Gamble, Coca-Cola, the
Federal Trade Commission, United States CensusBureau)
Advertising agencies (e.g., BBDO International,Ogilvy & Mather, J. Walter Thompson)
Positions: VP of marketing research, researchdirector/assistant director, project manager, fieldwork director, statistician/data processing specialist,senior/junior analyst, and supervisor.
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Jobs
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Prepa ra tion for a C ar eer in M ar ke ting Re sear ch
Take all the marketing courses you can.
Take courses in statistics and quantitative methods.
Acquire Internet and computer skills. Knowledge ofprogramming languages is an added asset.
Take courses in psychology and consumer behavior.
Acquire effective written and verbal communication skills.
Think creatively. Creativity and common sensecommand a premium in marketing research.
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Ma nage ment I nfo rm atio n S ys temsVs . De cisio n Sup port S ys tems
Unstructured Problems
Use of Models
User Friendly Interaction
Adaptability
Can Improve Decision
Making by Using What if
Analysis
DSSIS Structured Problems
Use of Reports
Rigid Structure
Information Displaying
Restricted
Can Improve Decision Making
by Clarifying Data
Fig. 1.7
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ProjectThe f oll owi ng informa tion w as soli cit ed: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 leastpreferred).
7. Degree of agreement with 21 lifestyle statements.
8. Standard demographic characteristics (age, education, etc.)
9. Name, address, and telephone number.
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DomesticAAPOR :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 ResearchOrganizations (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)
Onl ine
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InternationalESOMAR: European Society for Opinion and Marketing
Research (www.esomar.nl)
MRS: The Market Research Society (UK)(www.marketresearch.org.uk)
MRSA: The Market Research Society of
Australia (www.mrsa.com.au)
PMRS: The Professional Marketing Research Society(Canada) (www.pmrs-aprm.com)
Ma rke ti ng Resea rch A ss ociatio nsOnlin e