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1、Chapter OneIntroduction to Marketing Research11-2Chapter Outline1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Nature of Marketing Research6) Marketing Research Suppliers and Services7) Selecting a Research Supplier8) Career
2、s in Marketing Research1-3Chapter Outline9)The Role of Marketing Research in MIS and DSS10)The Department Store Project11)Marketing Research Associations Online12)Summary1-4Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as:The function which links
3、 the consumer, thecustomer, and public to the marketerthrough INFORMATION1-5Used to identify and define market opportunities and problemsGenerate, refine, and evaluate marketing performanceMonitor marketing performanceImprove understanding of marketing as a processRedefining Marketing Research1-6Def
4、inition of Marketing ResearchMarketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.1-7Market ResearchnSp
5、ecifies the information necessary to address these issuesnManages and implements the data collection processnAnalyzes the resultsnCommunicates the findings and their implications1-8Classification of Marketing ResearchProblem Identification ResearchnResearch undertaken to help identify problems which
6、 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 ResearchnResearch undertaken to help solve specific marketing pro
7、blems. Examples: segmentation, product, pricing, promotion, and distribution research. 1-9A Classification of Marketing ResearchMarketing ResearchProblem Identification ResearchProblem Solving ResearchMarket Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis Researc
8、hForecasting ResearchBusiness Trends ResearchSegmentation ResearchProduct ResearchPromotion ResearchDistribution ResearchFig 1.11-10Problem Solving Research Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyle p
9、rofiles: demography, media, and product image characteristicsSEGMENTATION RESEARCH Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Control score tests PRODUCT RESEARCHTable 1.11-11Problem Solving ResearchTable 1.1 co
10、nt.PRICING RESEARCH Pricing policies Importance of price in brand selection Product line pricing Price elasticity of demand Initiating and responding to price changes$ALEPROMOTIONAL RESEARCH Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decision
11、s Creative advertising testing Evaluation of advertising effectiveness Claim substantiation0.00%APR1-12Problem Solving ResearchTable 1.1 cont.DISTRIBUTION RESEARCHDetermine Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail
12、and wholesale outlets1-13Marketing Research ProcessStep 1: Problem DefinitionStep 2: Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation1-14The Role of Marketi
13、ng ResearchControllableMarketingProductPricingPromotionDistributionVariablesMarketing ResearchMarketingDecisionMakingProvidingInformationAssessingInformationNeedsMarketing Managers Market Segmentation Performance & Control Target Market Selection Marketing ProgramsUncontrollableEnvironmentalFactorsE
14、conomyTechnologyLaws & RegulationsSocial & Cultural FactorsPolitical FactorsCustomer GroupsEmployeesShareholdersSuppliersConsumersFig 1.21-15Marketing Research Suppliers & ServicesLIMITED SERVICEBrandedProductsand ServicesDataAnalysisServicesAnalyticalServicesCoding and Data Entry ServicesField Serv
15、icesFULL SERVICESyndicateServicesStandardizedServicesCustomizedServicesInternetServicesRESEARCHSUPPLIERSEXTERNALINTERNALFig 1.31-16Top 50 U.S. Marketing Research Firms1-17Top 50 U.S. Marketing Research Firms1-18Selected Marketing ResearchCareer DescriptionsVice-President of Marketing Research: The s
16、enior 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
17、 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:
18、 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.Fig 1.41-19Selecte
19、d Marketing Research Career DescriptionsVice President of Marketing ResearchPart of companys top management teamDirects companys entire market research operationSets the goals & objectives of the marketing research departmentResearch DirectorAlso part of senior managementHeads the development and ex
20、ecution of all research projectsAssistant Director of ResearchAdministrative assistant to directorSupervises research staff membersSenior Project ManagerResponsible for design, implementation, & research projectsFig 1.4 cont.1-20AnalystHandles details in execution of projectDesigns & pretests questi
21、onnairesConducts preliminary analysis of dataJunior AnalystSecondary data analysisEdits and codes questionnairesConducts preliminary analysis of dataFieldwork DirectorHandles selection, training, supervision, and evaluation of interviewers and field workersSenior AnalystParticipates in the developme
22、nt of projectsCarries out execution of assigned projectsCoordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collectionPrepares final reportFig 1.4 cont.Statistician/Data ProcessingServes as expert on theory and application on statistic
23、al techniquesOversees experimental design, data processing, and analysisSelected Marketing Research Career Descriptions1-21Marketing Research Suppliers & ServicesnInternal suppliers nExternal suppliers nFull-service suppliers nSyndicated servicesnStandardized servicesnCustomized servicesnInternet se
24、rvices nLimited-service suppliers nField servicesnCoding and data entry services nAnalytical services nData analysis servicesnBranded marketing research products 1-22Criteria for Selecting a Research SupplierWhat is the reputation of the supplier?Do they complete projects on schedule? Are they known
25、 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 suppliers personnel have both technical and non-technical expertise? Can
26、 they communicate well with the client?Competitive bids should be obtained and compared on the basis of quality as well as price. 1-23Careers in Marketing ResearchnCareer opportunities are available with marketing research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C) nCareers in business and non-b
27、usiness 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)nAdvertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) nPositions: vice presid
28、ent 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. 1-24A Sample of Marketing Research Jobs1-25Preparation for a Career in Mkt
29、g. ResearchnTake all the marketing courses you can.nTake courses in statistics and quantitative methods.nAcquire Internet and computer skills. Knowledge of programming languages is an added asset.nTake courses in psychology and consumer behavior.nAcquire effective written and verbal communication sk
30、ills.nThink creatively. Creativity and common sense command a premium in marketing research.1-26Management Information Systems vs.Decision Support Systems Unstructured Problems Use of Models User Friendly Interaction AdaptabilityCan Improve Decision Making by Using “What if” AnalysisDSSMIS Structure
31、d Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data1-27The Dept. Store ProjectThe following information was solicited:1. Familiarity with the ten department stores.2. Frequency with which household members shopped at each of the
32、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
33、 agreement with 21 lifestyle statements.8. Standard demographic characteristics (age, education, etc.)9. Name, address, and telephone number.1-28DomesticAAPOR: American Association for Public Opinion Research ()AMA: American Marketing Association ()ARF: The Advertising Research Foundation ()CASRO: T
34、he Council of American Survey Research Organizations ()MRA: Marketing Research Association ()QRCA: Qualitative Research Consultants Association ()RIC: Research Industry Coalition ( industry.org)Marketing Research Associations Online1-29InternationalESOMAR: European Society for Opinion and Marketing Research ()MRS: The Market Research Society (UK) ()MRSA: The Market Research Society of Australia ()PMRS: The Professional Marketing Research Society (Canada) ()Marketing Research Associations Online
