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Chapter 1 Introduction and Early Phases of Market Research

Chapter 1 Introduction and Early Phases of Market Research. Chapter Outline. 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

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Chapter 1 Introduction and Early Phases of Market Research

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  1. Chapter 1Introduction and Early Phases of Market Research

  2. Chapter Outline 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

  3. Chapter Outline 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

  4. Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function that links the consumer, the customer, and public to the marketer throughINFORMATION

  5. Used to identify and define market opportunities and problems Information Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process Redefining Marketing Research

  6. 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.

  7. 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 • Helps managers use this information to make decisions

  8. 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.

  9. Fig. 1.1 Marketing Research Problem Identification Research Problem-Solving Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Pricing Research Promotion Research Distribution Research A Classification of Marketing Research

  10. Table 1.1 SEGMENTATION RESEARCH • Determine the basis of segmentation • Establish market potential and responsiveness for varioussegments • Select target markets • Create lifestyle profiles:demography, media, and product image characteristics PRODUCT RESEARCH • Test concept • Determine optimal product design • Package tests • Product modification • Brand positioning and repositioning • Test marketing • Control score tests Problem-Solving Research

  11. PROMOTIONAL RESEARCH • Optimal promotional budget • Sales promotion relationship • Optimal promotional mix • Copy decisions • Media decisions • Creative advertising testing • Evaluation of advertising effectiveness • Claim substantiation Table 1.1 cont. 0.00% APR PRICING RESEARCH • Pricing policies • Importance of price in brand selection • Product line pricing • Price elasticity of demand • Initiating and responding to price changes $ALE Problem-Solving Research

  12. Table 1.1 cont. DISTRIBUTION RESEARCH Determine… • Types of distribution • Attitudes of channel members • Intensity of wholesale & resale coverage • Channel margins • Location of retail and wholesale outlets Problem-Solving Research

  13. Marketing Research Process 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

  14. 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

  15. Fig. 1.2 Customer Groups • Consumers • Employees • Shareholders • Suppliers Uncontrollable Controllable Environmental Marketing Factors Variables Marketing • Economy • Technology • Laws & Regulations • Social & Cultural Factors • Political Factors • Product • Pricing • Promotion • Distribution Research Marketing Assessing Providing Decision Information Information Making Needs Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control The Role of Marketing Research

  16. Fig. 1.3 Opportunity scan Option generation Solve Problem Refine options Decision Client Needs Find Seek Plan Act Achieve Goal Advise Assist Execution MarketPlan Evaluate Interpret Facilitate Research How We Help Clarify Decisions Recommend Analysis Research Power Decisions’ Methodology

  17. Fig. 1.4 Executive Board Corporate Staff Media Measurement& Information Marketing Information Business Information Directories ACNielsen VNU Advisory Services BASES Claritas Spectra Market Decisions Nielsen Media Research Nielsen/Net Ratings Nielsen Film Entertainment Nielsen Home Entertainment Nielsen Music Nielsen Book Nielsen Entertainment Intel IMS PERO/HIC Scarborough SRDS VNU Business Publications VNU emedia & Information Marketing VNU Expositions VNU Exhibitions Europe Golden Pages Gouden Gids Paginas Amarelas Paglni Auril Promedia Telkom Directory Verizon Puerto Rico Organizational Chart for VNU

  18. Fig. 1.5 RESEARCH SUPPLIERS EXTERNAL INTERNAL LIMITED SERVICE FULL SERVICE Branded Products and Services Field Services Syndicate Services Internet Services Coding and Data Entry Services Customized Services Standardized Services Data Analysis Services Analytical Services Marketing Research Suppliers & Services

  19. Table 1.2 U.S. Rank Organization Headquarters Website ($, in millions) ($, in millions) revenue 2004 2003 1 1 VNU Inc. 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 Westat Inc. Rockville, Md. www.westat.com 397.8 397.8 — 4 5 TNS U.S. New York www.tns-global.com 396.0 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 Top 50 U.S. Marketing Research Firms

  20. U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue 2004 2003 Top 50 U.S. Marketing Research Firms (Cont…) 17 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.com37.9 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 — Table 1.2

  21. U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue 2004 2003 Top 50 U.S. Marketing Research Firms (Cont…) Table 1.2 33 27 Walker Information Inc. 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 — Total $6,291.0 $13,307.7 52.7% All other (138 CASRO companies not included in the Top 50)3 656.6 $737.7 11.0% Total (188 companies) $6,947.6 $14,045.4 50.5% *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

  22. Selected Marketing ResearchCareer Descriptions Fig. 1.6 Vice President of Marketing Research: 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. Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. (Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects. Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.

  23. Fig. 1.6 cont. • Research Director • Also part of senior management • Heads the development and execution of all research projects • 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 • Assistant Director of Research • Administrative assistant to director • Supervises research staff members • Senior Project Manager • Responsible for design, implementation, & research projects Selected Marketing Research Career Descriptions

  24. Fig. 1.6 cont. • 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 finalreport • Analyst • Handles details in execution of project • Designs & pretests questionnaires • Conducts preliminary analysis of data • Statistician/Data Processing • Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis • 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 Selected Marketing Research Career Descriptions

  25. Marketing Research Suppliers & Services • Internal suppliers • External suppliers • 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

  26. 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 compared on the basis of quality as well as price.

  27. Careers in Marketing Research • 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.

  28. A Sample of Marketing Research Jobs

  29. 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.

  30. Fig. 1.7 DSS MIS • Structured Problems • Use of Reports • Rigid Structure • Information Displaying Restricted • Can Improve Decision Making by Clarifying Data • Unstructured Problems • Use of Models • User Friendly Interaction • Adaptability • Can Improve Decision Making by Using “What if” Analysis Management Information Systems Vs. Decision Support Systems

  31. The Department Store Project The following information was solicited: 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.

  32. Marketing Research Associations Online Domestic 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)

  33. 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

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