Investigacion de Mercados

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Presentacion del capitulo 1, de Investigacion de Mercados por Malhotra

Transcript of Investigacion de Mercados

Chapter One1-*
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
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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
15) Summary
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
Generate, refine, and evaluate marketing performance
Monitor marketing performance
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identification
collection
analysis
dissemination
For the purpose of improving decision making related to the
identification and
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Manages and implements the data collection process
Analyzes the results
Helps managers use this information to make decisions
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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
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Problem
Establish market potential and
Product line pricing
$ALE
Channel margins
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Step 3 : Research Design Formulation
Step 4 : Fieldwork or Data Collection
Step 5 : Data Preparation and Analysis
Step 6 : Report Preparation and Presentation
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Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
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Controllable
Marketing
Product
Pricing
Promotion
Distribution
Variables
Marketing
Decision
Making
Providing
Information
Assessing
Information
Needs
U.S. Rank Organization Headquarters Website ($, 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
Table 1.2
© 2007 Prentice Hall
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.com 37.9 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 —
Top 50 U.S. Marketing Research Firms (Cont…)
Table 1.2
U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue
2004 2003
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 $14,045.4 50.5%
*Estimated by Top 50 1U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. See individual company profiles for details. 2Rate of growth from year to year has been adjusted so as not to includer
Top 50 U.S. Marketing Research Firms (Cont…)
Table 1.2
U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue
2004 2003
Career Descriptions
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.
Fig. 1.6
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
Heads the development and execution of all research projects
Assistant Director of Research
Administrative assistant to director
Supervises research staff members
Fig. 1.6 cont.
Analyst
Designs & pretests questionnaires
Junior Analyst
Fieldwork Director
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
Fig. 1.6 cont.
Serves as expert on theory and application on statistical techniques
Oversees experimental design, data processing, and analysis
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Analytical services
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.
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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.
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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.
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Unstructured Problems
Analysis
DSS
MIS
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.
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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)
Marketing Research Associations Online
MRS: The Market Research Society (UK) (www.marketresearch.org.uk)
MRSA: The Market Research Society of
Australia (www.mrsa.com.au)