Marketing research

Something about Marketing Research.

1. Chapter OneChapter One
Introduction to Marketing ResearchIntroduction to Marketing Research

2. Application to Contemporary Issues
Technology EthicsInternational
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Opening Vignette
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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
Fig 1.3
Fig 1.4
The Role of Marketing Research in Decision Making
Fig
1.5 The Information Value Chain for Marketing Research
Fig 1.6

3. Figure 1.1 Introduction to Marketing Research: An Overview (cont.)
Application to Contemporary Issues
Technology EthicsInternational
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Opening Vignette
Marketing Research Industry
Selecting a Research Supplier
Fig
1.7
Table
1.1
Careers in Marketing Research
The Role of Marketing Research in MIS and DSS
Fig. 1.8 and 1.9
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4. 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.

5. 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

6. 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

7. 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.

8. Problem
Identificatio
n 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

9. 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
Table 1.1

10. Problem Solving Research
Table 1.1 (cont.)
PRICING RESEARCH
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand
 Initiating and responding to price changes
PROMOTIONAL RESEARCH
 Optimal promotional budget
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
 Evaluation of advertising effectiveness
 Claim substantiation

11. Problem Solving Research
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets

12. Segmentation Research
- determine basis of segmentation
- establish market potential and responsiveness for various segments
- select target markets and create lifestyle profiles for 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 store tests
Problem Solving Research

13. Problem Solving Research (Cont.)

Pricing Research

- importance of price in brand selection
- pricing policies
- product line pricing
- price elasticity of demand
- initiating and responding to price changes

14. Problem Solving Research (Cont.)
•Promotional Research
-optimal promotional budget
-sales promotion relationship
-optimal promotional mix
-copy decisions
-media decisions
-creative advertising testing
-claim substantiation
-evaluation of advertising effectiveness

15. Problem Solving Research (Cont.)


Distribution Research

- determine type of distribution
- attitudes of channel members
- intensity of wholesale and retail coverage
- channel margins
- location of retail and wholesale outlets

16. 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

17. 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
Marketing
Research
Marketing Managers
• Market Segmentation • Marketing Programs
• Target Market Selection • Performance and
Control
Controllable
Marketing
Variables
• Product
• Pricing
• Promotion
• Distribution
Marketing
Decision
Making
Providing
Information
Figure 1.5 The Role of Marketing Research in Marketing Decision Making

18. Data Information
Data with structure
Knowledge
Information endowed
with meaning
Decision
Making
Processes
Outcomes
Implementing
Action
Expertise
in measurement
The Information Value
Chain
Figure 1.6 The Information Value Chain

19. Figure 1.7 Marketing Research Industry: Supplier and Services
Research
Suppliers
Internal
Limited Service
Full Service
External
Other ServicesField ServicesCustomized
Services
Syndicated
Services
Internet
Services

20. 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

21. 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.

22. 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, United States 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.

23. 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

24. 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

25. 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.

26. Expert Systems
Internal
Billing,
Production,
and Other
Records
Decision
Support
Systems
Marketing
Information
Systems
Figure 1.8 The Development of MIS and DSS
=
External
Market
Information
+

27. MIS
•Structured problems
•Use of reports
•Information
displaying restricted
•Can improve
decision making by
clarifying new data
Figure 1.9 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

28. Figure 1.10 Stakeholders in Marketing Research:
An Ethical Perspective
Client
Marketing
Researcher
Public
Respondents

29. 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.research industry.org)
Marketing Research Associations Online