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1-1© 2009 Pearson Education, Inc publishing as Prentice Hall
ChapterChapter OneOne
Introduction to Introduction to Marketing Marketing ResearchResearch
1-2© 2009 Pearson Education, Inc publishing as Prentice Hall
Application to Contemporary IssuesTechnology EthicsInternational
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Opening Vignette
Wh
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Figure 1.1 Introduction to Marketing Research: An Overview
Definition of Marketing Research
Fig. 1.2
A Classification of Marketing Research
Marketing Research Process
The Role of Marketing Research in Decision Making
The Decision to Conduct Marketing Research
Fig. 1.3
Fig. 1.4
Fig. 1.5
1-3© 2009 Pearson Education, Inc publishing as Prentice Hall
Figure 1.1 Introduction to Marketing Research: An Overview (cont.)
Application to Contemporary Issues (Fig 1.9)
Technology Ethics (Fig 1.10, Tab 1.2)International
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Opening Vignette
Marketing Research Industry
Selecting a Research Supplier
Fig 1.6 Table 1.1
Careers in Marketing Research
The Role of Marketing Research in MIS and DSS
Fig. 1.7 and 1.8
Wh
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1-4© 2009 Pearson Education, Inc publishing as Prentice Hall
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.
1-5© 2009 Pearson Education, Inc publishing as Prentice Hall
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
1-6© 2009 Pearson Education, Inc publishing as Prentice Hall
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
1-7© 2009 Pearson Education, Inc publishing as Prentice Hall
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.
1-8© 2009 Pearson Education, Inc publishing as Prentice Hall
Problem- Identification
Research
• Market Potential Research• Market Share Research• Image Research• Market Characteristics
Research
• Forecasting Research• Business Trends Research
Marketing Research
Figure 1.3 A Classification of Marketing Research
Problem- Solving
Research
• Segmentation Research
• Product Research
• Pricing Research
• Promotion Research
• Distribution Research
1-9© 2009 Pearson Education, Inc publishing as Prentice Hall
Problem-Solving Research
Determine the basis of segmentation
Establish market potential and responsiveness for various segments
Select target markets
Create lifestyle profiles: demography, media, and product image characteristics
SEGMENTATION RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
Control score tests
PRODUCT RESEARCH
1-10© 2009 Pearson Education, Inc publishing as Prentice Hall
Problem-Solving Research
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
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
1-11© 2009 Pearson Education, Inc publishing as Prentice Hall
Problem-Solving Research
DISTRIBUTION RESEARCH
Determines…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
1-12© 2009 Pearson Education, Inc publishing as Prentice Hall
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
1-13© 2009 Pearson Education, Inc publishing as Prentice Hall
Uncontrollable Environmental
Factors• Economy• Technology• Competition• Laws and
Regulation• Social and
Cultural Factors• Political Factors
Assessing Information
Needs
Customer Groups• Consumers• Employees• Channel Members• Suppliers
MarketingResearch
Marketing Managers• Market Segmentation • Marketing Programs • Target Market Selection • Performance and Control
Controllable Marketing Variables
• Product• Pricing• Promotion• Distribution
Marketing DecisionMaking
Providing Information
Figure 1.5 The Role of Marketing Research in Marketing
1-14© 2009 Pearson Education, Inc publishing as Prentice Hall
Figure 1.6 Marketing Research Industry: Suppliers and Services
Research Suppliers
Internal
Limited ServiceFull Service
External
Other Services
Analytical ServicesCustomized
Services
Syndicated Services Internet
Services
Field Services
Qualitative Services
1-15© 2009 Pearson Education, Inc publishing as Prentice Hall
Marketing Research Suppliers & Services
• Internal suppliers • External suppliers
– Full-service suppliers • Syndicated services• Standardized services• Customized services• Internet services
– Limited-service suppliers • Field services• Focus groups and Qualitative services • Technical and Analytical services • Other services
1-16© 2009 Pearson Education, Inc publishing as Prentice Hall
Rank2006 2005
Organization Headquarters Parentcountry
Web site (www.) No. of
countries1
Global Revenue3
(USD millions)
Percent of
global revenue
1 1 The Nielsen Co.
New York U.S. Nielsen.com 108 $3,696.0 46.7%
2 3 IMS Health Inc.
Norwalk, Conn.
U.S. Imshealth.com 76 1,958.6 63.4
3 2 Taylor Nelson Sofres plc
London U.K. tns-global.com 75 1,851.1 85.0
4 5 The Kantar Group*
London & Fairfield,
U.K. kantargroup.com 59 1,401.4 63.7
5 4 GfKAG Nuremberg Germany gfk.com 57 1,397.3 75.8
6 6 Ipsos Group SA
Paris France ipsos.com 50 1,077.0 88.4
7 8 Synovate London U.K. synovate.com 52 739.6 91.1
8 7 IRI Chicago U.S. infores.com 8 665.0 35.0
9 9 Westat Inc. Rockville, Md. U.S. westat.com 1 425.8 ─
10 10 Arbitron Inc. New York U.S. arbitron.com 2 329.3 4.0
11 11 INTAGE Inc.** Tokyo Japan intage.co.jp 2 264.8 0.7
12 14 J.D. Power and
Associates*
Westlake Village, Calif.
U.S. jdpa.com 8 232.6 26.7
Table 1.1 TOP 25 GLOBAL RESEARCH ORGANIZATIONS
1-17© 2009 Pearson Education, Inc publishing as Prentice Hall
13 12 Harris Interactive Inc.
Rochester, N.Y. U.S. harrisinteractive.com 5 216.8 22.0
14 13 Maritz Research Fenton, Mo. U.S. maritzresearch.com 4 216.4 17.7
15 16 The NPD Group Inc. Port Washington, N.Y.
U.S. npd.com 13 186.9 22.1
16 15 Video Research Ltd.**
Tokyo Japan videor.co.jp 3 173.7 0.1
17 17 Opinion Research Corp.
Princeton, N.J. U.S. opinionresearch.com 3 154.7 37.4
18 18 IBOPE Group Sao Paulo Brazil ibope.com.br 16 103.9 20.4
19 19 Lieberman Research
Los Angeles U.S. lrwonline.com 4 78.3 19.4
20 ─ Telephia Inc. San Francisco U.S. telephia.com 1 71.8 2.8
21 23 comScore Inc. Reston, Va. U.S. comscore.com 5 66.3 8.6
22 20 Dentsu Research Inc.
Tokyo Japan dentsuresearch.co.jp 1 61.2 ─
23 22 AbtAssociates Inc. Cambridge, Mass. U.S. abtassociates.com 1 53.6 ─
24 21 Nikkei Research Inc.
Tokyo Japan nikkei-r.co.jp 4 50.7 ─
25 25 Burke Inc. Cincinnati U.S. burke.com 1 50.0 13.0
Total $15,522.8 55.8%
Table 1.1 TOP 25 GLOBAL RESEARCH ORGANIZATIONS (Cont.)
1-18© 2009 Pearson Education, Inc publishing as Prentice Hall
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 obtained and compared on the basis of quality as well as price.
1-19© 2009 Pearson Education, Inc publishing as Prentice Hall
Careers 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, the U.S. 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, statistician/data processing specialist, senior analyst, analyst, junior analyst, and operational supervisor
1-20© 2009 Pearson Education, Inc publishing as Prentice Hall
Selected Marketing Research Career Descriptions
Vice President of Marketing Research
• Part of company’s top
management team
• Directs company’s entire market
research operation
• Sets the goals & objectives of the
marketing research department
Research Director
• Also part of senior
management
• Heads the development
and execution of all
research projects
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members
Senior Project Manager• Responsible for design, implementation, & research projects
1-21© 2009 Pearson Education, Inc publishing as Prentice Hall
Analyst• Handles details in execution of
project• Designs & pretests questionnaires• Conducts preliminary analysis of
data
Junior Analyst• Secondary data analysis• Edits and codes questionnaires• Conducts preliminary analysis of data
Fieldwork Director• Handles selection, training, supervision, and evaluation of interviewers and field workers
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 report
Statistician/Data Processing• Serves as expert on theory and
application on statistical techniques• Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions
1-22© 2009 Pearson Education, Inc publishing as Prentice Hall
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.
1-23© 2009 Pearson Education, Inc publishing as Prentice Hall
Expert Systems
Internal Billing,
Production, and Other Records
Decision SupportSystems
MarketingInformation
Systems
Figure 1.7 The Development of MIS and DSS
=External Market
Information+
1-24© 2009 Pearson Education, Inc publishing as Prentice Hall
MIS
• Structured problems
• Use of reports
• Information displaying restricted
• Can improve decision making by clarifying new data
Figure 1.8 Marketing Information Systems (MIS) vs. Decision Support Systems (DSS)
DSS
• Unstructured problems
• Use of models
• Adaptability
• Can improve decision making by using “what if” analysis
1-25© 2009 Pearson Education, Inc publishing as Prentice Hall
1-26© 2009 Pearson Education, Inc publishing as Prentice Hall
Figure 1.10 Stakeholders in Marketing Research:
An Ethical Perspective
Client
MarketingResearcher
Public
Respondents
1-27© 2009 Pearson Education, Inc publishing as Prentice Hall
Table 1.2 Overview of Ethical Issues in Marketing Research
I Problem definition - Using surveys as a guise for selling or fundraising - Personal agendas of the researcher or client - Conducting unnecessary research II Developing an approach - Using findings and models developed for specific
clients or projects for other projects - Soliciting proposals to gain research expertise
without pay - Inaccurate reporting
1-28© 2009 Pearson Education, Inc publishing as Prentice Hall
Table 1.2 (Cont.) Overview of Ethical Issues in Marketing Research III Research Design - Formulating a research design more suited to the researcher's
rather than the client's needs - Using secondary data that are not applicable or have been
gathered through questionable means - Disguising the purpose of the research - Soliciting unfair concessions from the researcher - Not maintaining anonymity of respondents - Disrespecting privacy of respondents - Misleading respondents - Disguising observation of respondents - Embarrassing or putting stress on respondents - Using measurement scales of questionable reliability & validity - Designing overly long questionnaires, overly sensitive
questions, piggybacking - Using inappropriate sampling procedures and sample size
1-29© 2009 Pearson Education, Inc publishing as Prentice Hall
Table 1.2 (Cont.) Overview of Ethical Issues in Marketing Research IV Field Work - Increasing discomfort level of respondents - Following unacceptable field work procedures V Data Preparation and Analysis - Identifying and discarding unsatisfactory respondents - Using statistical techniques when the underlying
assumptions are violated - Interpreting the results and making incorrect
conclusions and recommendations V1 Report Preparation and Presentation - Incomplete reporting - Biased reporting - Inaccurate reporting
1-30© 2009 Pearson Education, Inc publishing as Prentice Hall
Domestic
AAPOR: American Association for Public Opinion Research (www.aapor.org)
AMA: American Marketing Association (www.ama.org)
ARF: The Advertising Research Foundation (www.thearf.org)
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)
Marketing Research Associations Online
1-31© 2009 Pearson Education, Inc publishing as Prentice Hall
International
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)
Marketing Research Associations Online