Lecture 1-Introductions to MR0

8/8/2019 Lecture 1-Introductions to MR0

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Use with Marketing Research, Approaches, Methods and Applications in Europe

by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9

2007 Thomson Learning

Teaching and Learning StrategiesTeaching and Learning Strategies

Learning Unit Contac Hours Per Week

Lectures 1-1.5hrs

Seminars 1-1.5hrs

Self Study 3-5hrs

Teaching and seminar programme: See Handbook


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Module Scope: Syllabus Summary(See Details in Handbook)

Marketing research process

Information systems and knowledge management

Univariate statistics- t test and chi-square tests Bivariate statistics- tests of differences between means and

measures of assocoations between two variables

Introduction to multivariate statistical analysis- Factor Analysis,

Discriminant Analysis, Cluster Analysis, Multiple Regression

Analysis


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Reading List

Learning Materials

1. Required (Students are expected to buy the textbook):

Janssens, W., De Pelsmacker, P., and Van Kenhove, P. (2008), Market Researchwith SPSS. Prentice Hall

Parasuraman, A., Grewal, D., and Krishnan, R., Market Research (2007).Houghton Mifflin Company.

2. Recommended Books

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (2006),Multivariate Data Analaysis. Published by Pearson/Prentice HallHair, J., Bush, R.and Ortinau, D (2006), Marketing Research within a changing

Environment. Published by McGraw- Hill IrwinPallant, J (2007), SPSS Survival Manual. Open University Press


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Module Assessment1. Individual Project: Two parts of individual coursework:

Part 1: Students are expected to outline a brief research proposal for a company,based on background information in seen case study (K1, K2, S1, and S4)

30%

Part 2: This part of the coursework is focused on demonstrating understanding ofdata analysis and interpretation. Students are required to generate descriptives and

basic statistical analysis output from a given market research dataset using anappropriate software package, such as SPSS (K3, and S2)

30%

2. Group project: Students work in small groups to develop a client-led researchproject for a company of their choice. The project involves, among others tasks,compiling company background information from market intelligence sources,defining a specific marketing problem or issue, design appropriate research methodsand instruments, collect, analyse, interpret data and offer recommendations, thenprepare a report based on the research project following the format given in thehandbook (K1-K6; S1-S4)

40%


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Seminar Attendance

A t te n d a n c e o f s e m in a rs is c o m p u ls o ry .

U n p re p a re d s tu d e n ts w ill b e e x c lu d e d fro m s e m in a rs .

M a rks w ill b e d e d u ct ed f o r m iss in g se m in a rs w ith o u tva lid r ea so n s a s f o llo w s : F irs t s e m in a r m is se d : 2 m a r ks p e r s e m in a r .

F r om S e c o n d s e m in a r o n w a rd s : 5 m a rk s p e r s e m in a r.

T h e tu to r w ill re co r d a tte n d a n ce in r e g is te r fo r ea chs e m in a r s e s s io n .

I t is the s tude nt s re sp ons ib ility to e nsu re re cord o f h is / h e r a tte n d a n ce in r eg is t e r d u rin g t h e r e le va n t se m in a r sess i o n .


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Overview of the European MarketingResearch IndustryOverview

Total worldwide turnover- 16 950 ml

Of this, turnover in Europe- 7 614 ml (45%)

Compare with that of North America-6 193ml

UK turnover- 1 862 ml, closely followed by Germany

and France

No otherEU country with over 500ml

Industry growth rate- 7.5%-10%- faster in New European

states


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The European Market ResearchIndustryThe 3 Main groups of players in the

European

Market Research Industry

The suppliers of research services

The research buyers

The professional bodies


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The Suppliers of ResearchServicesFull Service Agencies

These offer the full range of services:-quantitative/qualitative, adhoc/continuous

research, customised/synidcated services

They are usually large internationalorganisations


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The Suppliers of ResearchServicesThe specialist suppliers

May

focus on a perticular research technique,eg telephone, interviewing, or email surveys

Limited services suppliers

Often offerfew components of research- e.g.

field work, data processing or both (field andtab) agencies, or statistical analysis


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Research Buyers

Manufacturers The largets group of research buyers in UK

(accounting for 44%)

Within manu facturing, major customers of market

research include the food sector, thepharmaceutical industry

Public sector

Media

Financial sector


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The Profession

Profesional bodies servemembers in

Maintaining highstandards of research

Representation on

goverment andinternational bodies

Ethical issues include:-

Privacy, confidentiality,

deception, imposition,integrity,misrepresentation


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Professional Bodies

(1) ESOMAR (since 1948)

European Society forOpinion and MarketingResearch- with over 4500 members in over

100 countries Members listed in the Directory undertake to

comply with the ICC/ESOMAR internationalcode of practice

Organises seminars, conferences, training,and education workshops for members


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Professional Bodies

(2) Market Research Society (MRS)- (since1947)

Over 8000 members in over 50 countries

Seeks the maintaince of professional

standards in the practice ofMR Members subscribe to a code of conduct that

put premium on confidentiality- i.e. anonimityof respondents

Provides members with education (Diploma inMR), information, social forum, andrespresenation on gv and other orgs


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Professional Bodies

(3) Alliance ofInternational

Marketing ResearchInstitute (www.aimri.or)

Represents over 80 markerting researchagencies in over 17 countries

(4) European Federation of Association ofMarketing Research Organisation (EFAMRO)-since 1992

An international federation of market

researchers within theE

U Represent research agencies in the Western

countries


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OtherProfessional Bodies

(5) British Market Research Association-Formed through amalgamation of theAssociation ofMarket Survey Organisation(AMSO) and Association of British MarketResearch Companies

(6) Association of Qualitative Research(AQR)

(7) Interviewer Quality Control Scheme


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Lecture 1-Introductions to MR0