marketing reearch

8/11/2019 marketing reearch

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Chapter One

Introduction to MarketingResearch


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Chapter Outline

1) Overview2) Definition of Marketing Research

3) A Classification of Marketing Research

4) Scope

5) A vantages

!) "i#itations


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Rede ning Marketing Research

$he A#erican Marketing Association %AMA)re efine Marketing Research as&

$he f'nction which links the cons'#er( thec'sto#er( an p' lic to the #arketer thro'gh INFORMATION


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*se to i entif+ anefine #arketopport'nities anpro le#s

,enerate( refine( aneval'ate #arketingperfor#ance

Monitor #arketing

perfor#ance

-#prove 'n erstan ingof #arketing as aprocess

Rede ning Marketing Research


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e nition of Marketing Research

Marketing research is the s+ste#atic an o .ective

i entificationcollectionanal+sis

isse#inationan 'se of infor#ation

for the p'rpose of i#proving ecision #aking relate tothe

i entification ansol'tion of pro le#s an opport'nities in#arketing/


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Market Research

"peci es the infor#ation necessar$to address these issuesManages and i#ple#ents the datacollection process%nal$&es the resultsCo##unicates the ndings andtheir i#plications


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O()ectives of MarketingResearch

Market %ttractiveness*valuationCo#petitive +orces

,roduct estingConcept esting,ricing


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O()ectives of MarketingResearch

/0stand h$ custo#ers (u$ aproduct+orecast future sales or

e pected #arket share%ssess co#petitive strengthsand strategies

%ssess custo#er satisfactionof co#pan$0s productservices


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"cope of Marketing Research

,roducers7usiness 8 9overn#entMarket Research %gencies

Managers


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% Classi cation of MarketingResearch

Marketing Research

0ro le#- entification Research

0ro le# SolvingResearch

Market 0otential ResearchMarket Share ResearchMarket Characteristics ResearchSales Anal+sis Researchorecasting Research

'siness $ren s Research

Seg#entation Research0ro 'ct Research

0ro#otion Research

Distri 'tion Research

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,ro(le# "olving Research

Determine the basis of segmentation

Establish market potential and

responsiveness for various segments

Sele t target markets

!reate lifest"le profiles# demograph"$ media$ and

produ t image hara teristi s

SEGMENTATION RESEARCH

Test on ept

Determine optimal produ t design

%a kage tests

%rodu t modifi ation

&rand positioning and repositioning

Test marketing

!ontrol s ore tests

PRODUCT RESEARCH

a(le 1 1


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,ro(le# "olving Research a(le 1 1 cont

PRICING RESEARCH

%ri ing poli ies

Importan e of pri e in brand sele tion

%rodu t line pri ing

%ri e elasti it" of demand

Initiating and responding to pri e hanges

$ALE

PROMOTIONAL RESEARCH

Optimal promotional budget Sales promotion relationship

Optimal promotional mi'

!op" de isions

Media de isions

!reative advertising testing

Evaluation of advertising effe tiveness

!laim substantiation

0.00% APR


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,ro(le# "olving Research a(le 1 1 cont

DISTRIBUTION RESEARCH

eter#ine;

$pes of distri(ution

%ttitudes of channel #e#(ers

Intensit$ of holesale 8 resalecoverage

Channel #argins


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%dvantages of MarketingResearch

Indicates current #arket trends,inpoints de ciencies in #arketingprocess"uggests sales pro#otiontechni=uesO>ers guidance to #arketinge ecutives

,ro#otes (usiness activities"uggests ne #arketingopportunities


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Marketing Research ,rocess

Step 1& 0ro le# DefinitionStep 2& Develop#ent of an Approach to

the 0ro le#Step 3& Research Design or#'lationStep 4& iel work or Data CollectionStep 5& Data 0reparation an Anal+sisStep !& Report 0reparation an

0resentation

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he Role of Marketing Research

!ontrollableMarketing

0ro 'ct0ricing

0ro#otionDistri 'tion

(ariables

Marketing Resear h

MarketingDe ision

Making

%rovidingInformation

AssessingInformation

Needs

Marketing Managers

Market Segmentation

%erforman e ) !ontrol

Target Market Sele tion Marketing %rograms

*n ontrollableEnvironmentalFa tors

cono#+$echnolog+

"aws Reg'lationsSocial C'lt'ralactors0olitical actors

!ustomer +roups

Emplo"ees Shareholders

Suppliers

!onsumers

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Marketing Research "uppliers 8"ervices

LIMITED SERVICE

BrandedProducts

and Services

DataAnalysisServices

AnalyticalServices

Coding andData Entry Services

FieldServices

FULL SERVICE

Syndicate

Services

StandardizedServices

Customized

Services

Internet

Services

RESEARCHSUPPLIERS

EXTERNALINTERNAL

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op 5: / " Marketing Research+ir#s

U.S. rank Worldwide resear! Non"U.S. resear! Peren#$%%& $%%% re'en(es) re'en(es) non"U.S.

*+, in -illions *+, in -illions re'en(es1 2 ?/@ Inc ?e Dork vnu co# E2@4:: :: E1@1:: :: 45 .:A2 3 IM" Bealth@ Inc +aireld@ Conn i#shealth co# 1@1'1 :: ':2 !:3 4 Infor#ation Resources@ Inc Chicago infores co# 555 6 135 ! 24 44 ! -he Fantar 9roup +aireld@ Conn kantargroup co# 6!2 3 !!3 2 !. 65 5 Gestat@ Inc Rockville@ Md estat co# 2.5 . 6 6 ! ' %r(itron@ Inc ?e Dork ar(itron co# 22' 5 ' 6 3 5' 6 ?O, Gorld /" ?e Dork nop orld co# 224 1 1' 5 ' .. . ?+O Gorld9roup 9reen ich@ Conn nfo co# 452 6 2.6 6 !46 6 Market +acts@ Inc %rlington Beights@ Ill #arketfacts co# 1.6 ' 33 5 1' '1: 11 -a$lor ?elson "ofres /"%


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op 5: / " Marketing Research+ir#s

U.S. rank Worldwide resear! Non"U.S. resear! Peren#$%%& $%%% re'en(es) re'en(es) non"U.S.

*+, in -illions *+, in -illions re'en(es2! 32 ICR Int0l Co##unications Research Media@ ,a icsurve$ co# 2. . : 3 12' 26 M % R C Research Irving@ -e as #arcresearch co# 24 5 : 5 22. 31 *lrick 8


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"elected Marketing ResearchCareer escriptions

(i e,%resident of Marketing Resear h # The senior position inmarketing resear h- The vi e president .(%/ is responsible for theentire marketing resear h operation of the ompan" and serves onthe top management team- This person sets the ob0e tives andgoals of the marketing resear h department-

Resear h Dire tor # Also a senior position- The resear h dire tor hasthe general responsibilit" for the development and e'e ution of allthe marketing resear h pro0e ts-

Assistant Dire tor of Resear h # Serves as an administrative assistantto the dire tor and supervises some of the other marketing

resear h staff members-.Senior/ %ro0e t Manager # 1as overall responsibilit" for design$

implementation$ and management of resear h pro0e ts-

Statisti ian2Data %ro essing Spe ialist # Serves as an e'pert on theor"and appli ation of statisti al te hni3ues- Responsibilities in lude

e'perimental design$ data pro essing$ and anal"sis-

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"elected Marketing Research Careerescriptions

(i e %resident of MarketingResear h

%art of ompan"4s top

management team

Dire ts ompan"4s entire marketresear h operation

Sets the goals ) ob0e tives of the

marketing resear h department

Resear h Dire tor Also part of senior

management

1eads the development

and e'e ution of allresear h pro0e ts

Assistant Dire tor of Resear h

Administrative assistant to dire tor Supervises resear h staff members

Senior %ro0e t Manager Responsible for design$ implementation$ )resear h pro0e ts

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Anal"st1andles details in e'e ution ofpro0e tDesigns ) pretests 3uestionnaires

!ondu ts preliminar" anal"sis ofdata

5unior Anal"stSe ondar" data anal"sisEdits and odes 3uestionnaires!ondu ts preliminar" anal"sis of data

Field6ork Dire tor 1andles sele tion$ training$supervision$ and evaluation ofintervie6ers and field 6orkers

Senior Anal"st%arti ipates in the development of pro0e ts!arries out e'e ution of assigned pro0e ts!oordinates the efforts of anal"st$ 0unior anal"st$ ) other personnel in thedevelopment of resear h design and data olle tion%repares final report

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Statisti ian2Data %ro essingServes as e'pert on theor" andappli ation on statisti al te hni3uesOversees e'perimental design$ data

pro essing$ and anal"sis

"elected Marketing Research Careerescriptions

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Marketing Research "uppliers 8"ervices

Internal suppliers E'ternal suppliers

Full,servi e suppliers S"ndi ated servi es

Standardi7ed servi es!ustomi7ed servi esInternet servi es

8imited,servi e suppliers Field servi es!oding and data entr" servi es Anal"ti al servi es Data anal"sis servi es&randed marketing resear h produ ts

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Criteria for "electing a Research"upplier

7hat is the rep'tation of the s'pplier8Do the+ co#plete pro.ects on sche 'le8

Are the+ known for #aintaining ethical stan ar s8 Are the+ fle9i le8 Are their research pro.ects of high :'alit+87hat kin an how #'ch e9perience oes thes'pplier have8 ;as the fir# ha e9perience withpro.ects si#ilar to this one8Do the s'pplier


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Careers in Marketing Research

Career opport'nities are availa le with #arketingresearch fir#s %e/g/( AC >ielsen( 'rke( -nc/( M?A?R?C)

Careers in 'siness an non= 'siness fir#s anagencies with in=ho'se #arketing research epart#ents%e/g/( 0rocter ,a# le( Coca=Cola( A$ $( the e eral

$ra e Co##ission( *nite States Cens's 'rea')

A vertising agencies %e/g/( DO -nternational( Ogilv+ Mather( @/ 7alter $ho#pson( o'ng R' ica#)

0ositions& vice presi ent of #arketing research( researchirector( assistant irector of research( pro.ect #anager(fiel work irector( statistician? ata processing specialist(senior anal+st( anal+st( .'nior anal+st( an operationals'pervisor/

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% "a#ple of Marketing Research Ho(s

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,reparation for a Career in MktgResearch

ake all the #arketing courses $ou can

ake courses in statistics and =uantitative #ethods

%c=uire Internet and co#puter skills Fno ledge ofprogra##ing languages is an added asset

ake courses in ps$cholog$ and consu#er (ehavior

%c=uire e>ective ritten and ver(al co##unicationskills

hink creativel$ Creativit$ and co##on senseco##and a pre#iu# in #arketing research

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Manage#ent Infor#ation "$ste#s vsecision "upport "$ste#s

*nstru tured %roblems

*se of Models

*ser Friendl" Intera tion

Adaptabilit"!an Improve De ision

Making b" *sing 9:hat if;

Anal"sis

DSSMIS

Stru tured %roblems *se of Reports

Rigid Stru ture

Information Displa"ing

Restri ted

!an Improve De ision Making

b" !larif"ing Data

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he ept "tore ,ro)ect

he follo ing infor#ation as solicitedJ1/ a#iliarit+ with the ten epart#ent stores/2/ re:'enc+ with which ho'sehol #e# ers shoppe at

each of the ten stores/3/ Relative i#portance attache to each of the eight

factors of the choice criteria/4/ val'ation of the ten stores on each of the eight factors

of the choice criteria/5/ 0reference ratings for each store/!/ Rankings of the ten stores %fro# #ost preferre to least

preferre )/B/ Degree of agree#ent with 21 lifest+le state#ents// Stan ar e#ographic characteristics %age( e 'cation(

etc/)/ >a#e( a ress( an telephone n'# er/

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Domesti AA0OR & A#erican Association for 0' lic Opinion Research%www/aapor/org)

AMA& A#erican Marketing Association %www/a#a/org) AR & $he A vertising Research o'n ation %www/a#ic/co#?arf)

CASRO & $he Co'ncil of A#erican S'rve+ Research OrganiEations%www/casro/org)

MRA& Marketing Research Association %www/#ra=net/org)

FRCA & F'alitative Research Cons'ltants Association%www/:rca/org)

R-C & Research -n 'str+ Coalition %www/research in 'str+/org)

Marketing Research %ssociations Online

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International

SOMAR & 'ropean Societ+ for Opinion an MarketingResearch %www/eso#ar/nl)

MRS & $he Market Research Societ+ %*G)%www/#arketresearch/org/'k)

MRSA & $he Market Research Societ+ of A'stralia%www/#rsa/co#/a')

0MRS & $he 0rofessional Marketing Research Societ+ %Cana a)%www/p#rs=apr#/co#)

Marketing Research %ssociations Online

marketing reearch

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