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Chapter 2

Chapter 2. The Marketing Research Industry. Learning Objectives. Understand recent historical even shaping marketing research Understand the contribution of technology in enhancing marketing research and industry effectiveness

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Chapter 2

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  1. Chapter 2 The Marketing Research Industry

  2. Learning Objectives • Understand recent historical even shaping marketing research • Understand the contribution of technology in enhancing marketing research and industry effectiveness • Understand the different categories of firms and their functions in the industry

  3. History of Marketing Research Early History Information Revolution 1960-present Industrial Revolution To 1925 1925-1960

  4. Information Revolution 1971 First CATI survey conducted 1964 OCR shows promise 1973 UPC bar-code scanning introduced 1979 First VisiCalc ships U.S. DOD commissions forerunner of Internet 1968 Word processing first demonstrated 1972 Optical laser disk revealed 1975 Microsoft is born 1960 1968 SPSS created 1980 Apple owns 50% of pc market 1973 Basic ideas of Internet created 1964 IBM introduces model 360 1971 Intel introduces first microprocessor 1976 Apple I released

  5. Information Revolution 1993 WWW experiences 3,400X growth in service traffic 2001 Online survey software widely available 1987 First Internet survey 2003 Wal-Mart commits To use RFID 1981 IBMPC released 1994 Greenfield Online Introduces online focus group 2002 Web-conferencing Software introduced 1990s OCR used for data entry 1980 1991 WWW developed 2004 74.9% in US have Internet access 1996 Internet World Exposition held 1987 IRI conducts first scanner tracking study 2002 High-speed chip technology for servers

  6. OCR OMR Direct-response entry Voice recognition Bar codes Computer-assisted telephone interviewing (CATI) Computer-administered surveys Intranets Internet Computer-delivered surveys GIS Technological Advances in Survey Research

  7. Proprietary Research Decision Analyst, Inc. uses Internet-based concept testing called Conceptor to examine new product concepts

  8. Information Value Chain Data collection/ transmission Data management Characteristics Decision support systems Data interpretation Models

  9. Exhibit 2-1 Who Conducts Marketing Research? Internal External

  10. Eastman Kodak has a world-class marketing research department

  11. Exhibit 2-1 Research Suppliers

  12. Marketing Research Firms

  13. Syndicated Services Nielsen Media Research provides audience data for television programs like Court TV

  14. AC Nielsen Scarborough Millward Brown Nielsen Media Research Roper ASW CSA TMO DoubleClick Nielsen/NetRatings Taylor Nelson Sofres Intersearch J.D. Power Associates MediaMark Simmon (SMRB) Exhibit 2-3 Some Syndicated Data Providers

  15. Specialty Marketing Research Firms Methodology Process Industry Participant group Geographic Region

  16. Sales Promotion Advertising Direct Marketing Public Relations Communication Agencies

  17. Consultants Marketing General Business Trade Associations General marketing Marketing specialties Research specialties Consultants and Trade Associations

  18. MPA NAB Trade Associations AAPOR CASRO MRA ESOMAR ARF ANA SRT

  19. Custom researcher Full-service Omnibus researcher Omnibus study Syndicated data provider Proprietary methodology Key Terms

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