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1、 TheMarketingResearchIndustry Copyright 2002South Western ThomsonLearning CHAPTERtwo LearningObjectives 1 Toappreciatethestructureofthemarketingresearchindustry 2 Tocomprehendthenatureofcorporatemarketingresearchdepartments 3 Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketresearchi
2、ndustry 4 TounderstandtheimpactoftheInternetonthemarketingresearchindustry 5 Tolearnwhousesmarketingresearch 6 Tounderstandthegrowingimportanceofstrategicpartnering 7 Toappreciatethetrendsinglobalmarketingresearch Level1 PrimaryInformationUsers CorporateMarketingDepartments Theultimateusersofmarketi
3、ngresearchMarketingresearchdataisneededto 1 Determinehowtargetswillreacttoalternativemarketingmixes 2 Evaluatesuccessofoperationalmarketingstrategies 3 Assesschangesintheexternalenvironment Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Tolearnaboutthevarioustypes
4、offirmsandtheirfunctionsinresearch TheEvolvingStructure CorporateMarketingResearchDepartments TheMarketingResearchIndustry TheInternetImpact UsersofMarketingResearch StrategicPartneringandGlobalResearch GeneralCategoriesofInstitutionsInvolvedinMarketingResearch KraftGeneralFoods Institution Activiti
5、es Functions andServices Level1 Corporatemarketingdepartments Table2 1 Level2 Adagencies Level3 Syndicatedservicefirms Customoradhocresearchfirms Level4 Fieldservicefirms Specializedfirms Others J WalterThompson ACNeilson MarketFacts subcontract specializedsupportservices government universities Lev
6、el1 Level2 Level3 Level4 InformationUsers ResearchDesignersandSuppliers DataCollectors Respondents Figure2 1 TheStructureoftheMarketingResearchIndustry 4 Identifynewtargetmarkets 5 Createnewmarketingmixesfornewtargetmarkets Level2 InformationUsers AdAgencies servescorporateclientsmaybeultimateuserso
7、fresearchdatamainbusiness thedevelopmentandexecutionofadcampaigns Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Level3 ResearchDesignersandSuppliers sellresearchservicesdesignresearchstudiesanalyzeresultsmakerecommendationstoclienttheydesignresearch manageitsexec
8、ution andbuydatacollectionfromotherfirms Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Level4 DataCollectors Fieldservicefirmscollectdatafor syndicatedresearchfirmscustomresearchfirmsadagenciescorporations Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinrese
9、arch TheEvolvingStructure Only15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees Companiesareconductinglessresearchinternally Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemoresophisticated largercompanies Tolearnaboutthevarioust
10、ypesoffirmsandtheirfunctionsinresearch CorporateMarketingResearchDepartments Level3 TheBigMarketingResearchCompanies Fourlargestfirmsintheindustry A C NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalaudits Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresear
11、ch TheMarketingResearchIndustry InformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearch Televisionindustry Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheMarketingResearchIndustry Level3 CustomorAdHocResearchFirms One of a kindmarketingrese
12、archprojects Level3 SyndicatedServiceFirms Collectandsellthesamemarketingresearchtomanyfirms Level4 FieldServiceFirms Datacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartments Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheMarketingResearchIndustry Cyberm
13、arketingResearchFirms GreenfieldOnline claimstohavetheworld slargestInternet basedmarketingresearchpanel Vividence evaluatestheeffectivenessofwebsites MediaMetrix tracksthepopularityofwebsites RelevantKnowledge NetRatingsNielsonMediaResearch TheInternetImpact Tounderstandtheimpactoftheinternetonthem
14、arketingresearchindustry CyberSupportFirms ToprovidesupportinconductingInternetsurveys WebSurveyorCyberdata TheInternetisChangingtheWayOld LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated SSI Claritas Tounderstandtheimpactoftheinternetonthemarketingresearchindus
15、try TheInternetImpact OtherOrganizationsandIndividuals Specialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessors TounderstandtheimpactoftheInternetonthemarketingresearchindustry TheInternetImpact Tolearnwhousesmarketingresearch ExternalClients VendorsFranchisees InternalCl
16、ients Newproductdevelopment pricingTopManagement sUseofResearchOtherUsersofMarketingResearch UsersofMarketingResearch Figure2 3 MarketingResearchCustomers Logistics Sales AdvertisingandPromotion NewProductDev BrandManagers PricingCommittee ProductEngineers Finance Manufac turing Legal H R Mgmt OtherDept SeniorMgmt MarketingDept Franchisees CompanyVendors External UsersorCustomersofMarketingResearch Internal Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch TheEvolvingStructure Corpor
