Marketing Research Module 1 Introduction

Cha pter 1 Introduction and Early Phases of Market Research

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Ch apter O utl ine 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

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Cha pter Ou tl ine 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 © 2007 Prentice Hall

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Rede fini ng Mar keti ng Rese arch The American Marketing Association (AMA) redefined Marketing Research as:

The function that links the consumer, the customer, and public to the marketer through INFORMATION

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Redefi ning M arketi ng Rese ar ch 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 © 2007 Prentice Hall

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De fi niti on o f Ma rke ti ng Rese ar ch 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.

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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 make decisions

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Cl assi fi catio n of Mar ket ing Rese ar ch 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. © 2007 Prentice Hall

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Resea rc h Fig. 1.1

Marketing Research

Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research © 2007 Prentice Hall

Problem-Solving Research

Segmentation Research Product Research Pricing Research Promotion Research Distribution Research 1-9

Pr obl em-S olving Res ea rch Table 1.1 SEG MENTATI ON RES EARCH  Determine the basis of segmentation  Establish market potential and responsiveness for various segments

PROD UCT RES EAR CH  Test concept

 Select target markets

 Determine optimal product design

 Create lifestyle profiles: demography, media, and product image characteristics

 Package tests  Product modification  Brand positioning and repositioning  Test marketing  Control score tests

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Pr obl em-S olving Res ea rch Table 1.1 cont.

0.00%

APR

PR OMOTIO NAL RE SE ARCH  Optimal promotional budget  Sales promotion relationship  Optimal promotional mix  Copy decisions  Media decisions  Creative advertising testing

PR ICI NG RES EAR CH

 Evaluation of advertising effectiveness

 Pricing policies

 Claim substantiation

 Importance of price in brand selection  Product line pricing  Price elasticity of demand

$ALE

 Initiating and responding to price changes © 2007 Prentice Hall

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Pr obl em-S olving Res ea rch Table 1.1 cont.

DISTR IBUT ION RESE ARCH

Determine…  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 ss 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

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Ma rketing Res ea rc h Pr ocess 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

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Th e Rol e of Mark eti ng Rese ar ch Fig. 1.2

Cus tomer Gro up s • Co nsumer s • Emp lo yee s • Shar eho ld ers • Sup plier s

Co ntro ll ab le Mar keting Var iab les

Marke ti ng Re sea rch

• Product • Pricing

Un contro llab le Envir on mental Facto rs • Economy • Technology

• Promotion

• Laws & Regulations

• Distribution

• Social & Cultural Factors

As ses si ng Inf or mat ion Nee ds

Pr ovi ding Inf ormatio n

Marketing Decisi on Making

• Political Factors

Mar keting Ma nagers • Market Seg mentatio n •Targ et Mar ket Sel ectio n • Marketi ng P ro gra ms • Perfo rmance & Contr ol © 2007 Prentice Hall

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Po wer De ci sio ns’ Me tho dol ogy Fig. 1.3 Opportunity

Option g ene ratio n

Solv e Problem

Cl ie nt Need s

scan

Ref ine op tion s Decis io n

Fi nd

Seek

Pla n

Act

Ach iev e Goa l

Ho w We He lp

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Cl arif y Deci si ons

Research Analy si s

Eval uat e Int erpret Faci litate

Re commend

Mark et Pl an Research

Ad vi se Assi st Ex ec ut ion

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Orga nizat iona l Chart for VNU Fig. 1.4

Exe cutive Boar d Corporate Staff

Marketing Information ACNielsen VNU Advisory Services BASES Claritas Spectra Market Decisions

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Media Measurement & Information

Business Information

Nielsen Media Research VNU Business Nielsen/Net Ratings Publications Nielsen Film VNU emedia & Entertainment Information Marketing Nielsen Home VNU Expositions Entertainment VNU Exhibitions Europe Nielsen Music Nielsen Book Nielsen Entertainment Intel IMS PERO/HIC Scarborough SRDS

Directories Golden Pages Gouden Gids Paginas Amarelas Paglni Auril Promedia Telkom Directory Verizon Puerto Rico

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Ma rketi ng Resear ch Su ppl iers & Se rvices Fig. 1.5

IN TERNAL

RESEAR CH SUPP LIERS

FU LL SERV ICE Syndicate Services Standardized Services

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Internet Services Customized Services

EXT ERN AL

LIMIT ED SERVI CE Branded Products and Services

Field Services Coding and Data Entry Services

Analytical Services

Data Analysis Services 1-18

Top 50 U .S. M ar ke ting Resear ch Fir ms Table 1.2 U.S. Rank Organization revenue 2004 2003 1 1 VNU Inc.

Headquarters

Website

($, in millions) ($, in millions)

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

4 5

Westat Inc. TNS U.S.

Rockville, Md. New York

www.westat.com www.tns-global.com

397.8 396.0

397.8 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

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Top 50 U .S. M ar ke ting Resear ch Fi rms (Co nt… ) Table 1.2

U.S. Rank Organization millions) 2004 2003 revenue 17

Headquarters

Website

($, in millions)

$, in

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

—

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Top 50 U.S . Ma rke tin g Re search Fi rms (Co nt… ) Table 1.2

U.S. Rank Organization 2004 2003 revenue millions) 33 27 Walker Information Inc.

Headquarters

Website

($, in millions)

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

—

$6,291.0

$13,307.7

52.7%

656.6

$737.7

11.0%

$6,947.6

$14,045.4

50.5%

Total All other (138 CASRO companies not included in the Top 50)3 Total (188 companies)

$, in

*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

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Se lected Mar ke ting Res earc h Car eer Desc ript io ns Fig. 1.6 Vice Pres id en t of Marketi ng Res ea rch : 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. Res ea rch Di rector: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Ass is tant D ire ctor of Res earch : Serves as an administrative assistant 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 on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. © 2007 Prentice Hall

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Se lect ed M ar ket ing Res earch Ca re er Desc ri pt ions

Fig. 1.6 cont. Vice President of Mark eti ng Res earch

Res ea rch Di rec to r • Al so pa rt of sen ior ma nagem ent

• Part of compa ny’s top managem en t tea m

• Hea ds th e dev el opm en t and ex ecu ti on of all res ea rch projec ts

• 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 mark et in g res ea rc h depa rt men t

As sis tan t D ir ector of Res earch • Adm in is tra ti ve assis tant to dire ct or • Superv is es res earch staff memb ers

Se nio r Project Ma

nager

• Res pon sibl e for des ign , imple men tation , & res earc h projec ts © 2007 Prentice Hall

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Se lected Ma rke ti ng Resea rc h Ca ree r D esc ri pti ons Fig. 1.6 cont. 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 final report

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 © 2007 Prentice Hall

Sta ti sti cian/Data

Proces sing

• Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis

Fiel dwork Di rec tor

•Handles selection, training, supervision, and evaluation of interviewers and field workers 1-24

Ma rket ing Resear ch Su ppl iers & Se rvic es  

Internal suppliers External suppliers 



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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 1-25

Crite ria for S electin g a Re sear ch 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 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.

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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 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.

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A Sa mple o f Ma rket ing Re search Jo bs

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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 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.

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Ma nage ment I nfo rm atio n S ys tems Vs . De cisio n Sup port S ys tems Fig. 1.7

DSS

MIS  Structured Problems  Use of Reports  Rigid Structure  Information Displaying Restricted  Can Improve Decision Making by Clarifying Data

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 Unstructured Problems  Use of Models  User Friendly Interaction  Adaptability  Can Improve Decision Making by Using “What if” Analysis 1-30

Th e D epar tm ent Store Pr ojec t The 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 least preferred). 7. Degree of agreement with 21 lifestyle statements. 8. Standard demographic characteristics (age, education, etc.) 9. Name, address, and telephone number. © 2007 Prentice Hall

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Ma rk eting R ese arc h A sso ci ation s Onl ine Dom es ti c 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)

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Ma rke ti ng Resea rch A ss ociatio ns Onlin e In tern at ional ESOMAR: 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)

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