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Chapter Outline
1) Definition of Marketing Research
2) A Classification of Marketing Research 3) Marketing Research Process 4) The Role of Marketing Research in Marketing Decision Making 5) Marketing Research and Competitive Intelligence 6) The Decision to Conduct Research
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Chapter Outline
7) 8) 9) Marketing Research Suppliers and Services The Role of Marketing Research in MIS and DSS The Department Store Project
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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
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Market Research
Specifies the information necessary to address these issues Manages and implements the data collection process
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.
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Marketing Research
Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Problem-Solving Research
Table 1.1 SEGMENTATION 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 PRODUCT RESEARCH Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning
Test marketing
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1-8
Problem-Solving Research
Table 1.1 cont. PROMOTIONAL RESEARCH Optimal promotional budget
0.00%
APR
PRICING RESEARCH
Pricing policies
Product line pricing Price elasticity of demand
$ALE
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Problem-Solving Research
Table 1.1 cont. DISTRIBUTION RESEARCH
Determine
Types of distribution Attitudes of channel members
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Marketing Research
Providing Information
Economy Technology Laws & Regulations Social & Cultural Factors Political Factors
Marketing Managers Market Segmentation Target Market Selection Marketing Programs Performance & Control
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MIS
Structured Problems
Use of Reports Rigid Structure
DSS
Unstructured Problems
Use of Models User Friendly Interaction
Information Displaying
Restricted Can Improve Decision Making
Adaptability
Can Improve Decision Making by Using What if Analysis
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by Clarifying Data
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Table 1.2
U.S. Rank
2007
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
2006
1 2 3 5 4 6 7 8 9 10 11 13 12 14 15
J.D. Power and Associates* Harris Interactive Inc. The NPD Group Inc. Opinion Research/ Guideline Group Opinion Research Corp.
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Organization
(Cont)
Non-U.S.
Guideline Inc. comScore Inc. Market Strategies Inc. Market Strategies Inc.
19 41 20 21 22 23 23 25 26 23 21 22 26 25 24 40
Abt Associates Inc. Abt SRBI Inc. OTX Burke Inc. MVL Group Inc. Knowledge Networks Inc. National Research Corp. Directions Research Inc. Phoenix Marketing International
Cambridge, Mass. New York Los Angeles Cincinnati Jupiter, Fla. Menlo Park, Calif. Lincoln, Neb. Cincinnati Rhineback, N.Y.
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(Cont)
Non-U.S.
Organization
28
27
Media, Pa. Farmington Hills, Mich. Los Angeles New York Chicago Calabasas, Calif. Philadelphia Kansas City, Mo. Milwaukee New York Indianapolis Syracuse, N.Y. Winston-Salem, N.C. Cincinnati Alexandra, Va.
icrsurvey.com
28.8
29.7
3.0
29 30 31 32 33 34 35 36 37 38 39 40 41 42
28 33 36 39 32 31 44 34 42 43 47 46 28
Morpace Inc. MarketCast Data Development Worldwide C&R Research Services Inc. Informa Research Services Inc. National Analysts Worldwide Service Management Group Market Probe Inc. Hitwise Walker Information KS&R Inc. Bellomy Research Inc. MarketVision Research Inc. Public Opinion Strategies
morpace.com marketcastonline.com datadw.com crresearch.com informars.com nationalanalysts.com servicemanagement.com marketprobe.com hitwise.com walkerinfo.com ksrinc.com bellomyresearch.com marketvisionresearch.com pos.org
28.7 25.1 25.0 23.6 23.5 23.3 22.4 21.7 21.6 21.2 17.1 16.7 16.4 15.5
33.2 25.1 25.3 23.6 23.5 23.3 23.0 41.4 49.9 25.5 21.0 16.7 16.4 15.5
13.6
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(Cont)
Non-U.S.
Savitz Research Companies RDA Group Inc. Gongos Research Inc. Q Research Solutions Inc. Marketing Analysts Inc. RTi Market Research & Brand Strategy The Link Group
Total All other (150 CASRO companies not included in the Top 50)
$7.828.7
$17,638.0
55.6%
$774.3
$870.1
11.0%
$8,603.0
$18,508.1
53.5%
U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. Total revenue of 150 survey research companies that provide financial information on a confidential basis to CASRO.
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INTERNAL
RESEARCH SUPPLIERS
EXTERNAL
FULL SERVICE
Syndicate Services Standardized Services Internet Services Customized Services
LIMITED SERVICE
Field Services Focus Groups and Qualitative Services Other Services Technical and Analytical Services
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Research Director
Also part of senior management Heads the development and execution of all research projects
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
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Fieldwork Director
Handles selection, training, supervision, and evaluation of interviewers and field workers
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Step 1 Step 2
Step 3
Step 4 Step 5 Step 6
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CASRO : The Council of American Survey Research Organizations (www.casro.org) MRA : Marketing Research Association (www.mra-net.org)
QRCA
RIC
International ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl) MRS: MRSA: PMRS: The Market Research Society (UK) (www.marketresearch.org.uk) The Market Research Society of Australia (www.mrsa.com.au) The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)
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Overview of Ethical Issues in Marketing Research Table 1.3 I II Problem definition Using surveys as a guise for selling or fundraising Personal agendas of the researcher or client Conducting unnecessary research Developing an approach Using findings and models developed for specific clients or projects for other projects Soliciting proposals to gain research expertise without pay Inaccurate reporting
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III
-
Research Design
Formulating a research design more suited to the researcher's rather than the client's needs Using secondary data that are not applicable or have been gathered through questionable means Disguising the purpose of the research Soliciting unfair concessions from the researcher Not maintaining anonymity of respondents Disrespecting privacy of respondents Misleading respondents Disguising observation of respondents Embarrassing or putting stress on respondents Using measurement scales of questionable reliability & validity Designing overly long/sensitive questionnaires Using inappropriate sampling procedures and sample size
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IV
-
Field Work
Increasing discomfort level of respondents Following unacceptable field work procedures
V
-
VI
-
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