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1-1© 2007 Prentice Hall

Chapter 1

Introduction and Early Phases of Market Research

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Chapter Outline

1) Overview

2) Definition of Marketing Research

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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Chapter Outline

8) Marketing Research Suppliers and Services

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

14) Ethics in Marketing Research

15) Summary

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Redefining Marketing Research

The American Marketing Association (AMA) redefined Marketing Research as:

The function that links the consumer, the

customer, and public to the marketer

through INFORMATION

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Used to identify and define market opportunities and problems

Generate, refine, and evaluate marketing performance

Monitor marketing performance

Improve understanding of marketing as a process

Redefining Marketing Research

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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.

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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

Helps managers use this information to make decisions

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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.

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A Classification of Marketing Research

Marketing Research

Problem Identification Research

Problem-Solving Research

Market Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research

Segmentation Research

Product Research

Pricing Research

Promotion Research

Distribution Research

Fig. 1.1

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Problem-Solving Research

Determine the basis of segmentation

Establish market potential and responsiveness for varioussegments

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

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Problem-Solving ResearchTable 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

$ALE

PROMOTIONAL RESEARCH

Optimal promotional budget

Sales promotion relationship

Optimal promotional mix

Copy decisions

Media decisions

Creative advertising testing

Evaluation of advertising effectiveness

Claim substantiation

0.00% APR

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Problem-Solving ResearchTable 1.1 cont.

DISTRIBUTION RESEARCH

Determine…Types of distributionAttitudes of channel members Intensity of wholesale & resale coverage

Channel marginsLocation of retail and wholesale outlets

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Marketing Research Process

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

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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Marketing Research ProcessStep 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

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The Role of Marketing Research

ControllableMarketing

•Product•Pricing•Promotion•Distribution

VariablesMarketing Research

MarketingDecisionMaking

ProvidingInformation

AssessingInformationNeeds

Marketing Managers

• Market Segmentation

• Performance & Control

•Target Market Selection• Marketing Programs

UncontrollableEnvironmentalFactors

• Economy• Technology• Laws &

Regulations• Social &

Cultural Factors

• Political Factors

Fig. 1.2• Consumers• Employees• Shareholders• Suppliers

Customer Groups

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ClientNeeds Fin

dSeek Pla

nAct

Solve Problem

Achieve Goal

How WeHelp

ClarifyDecisions

Research

Analysis

EvaluateInterpretFacilitate

Recommend

MarketPlanResearch

AdviseAssistExecution

Opportunity scan

Option generation

Refine options

Decision

Fig. 1.3

Power Decisions’ Methodology

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Organizational Chart for VNU

Executive BoardCorporate Staff

Marketing Information

Media Measurement& Information

Business Information Directories

ACNielsenVNU Advisory ServicesBASESClaritasSpectraMarket Decisions

Nielsen Media ResearchNielsen/Net RatingsNielsen Film EntertainmentNielsen Home EntertainmentNielsen MusicNielsen Book Nielsen Entertainment IntelIMSPERO/HICScarboroughSRDS

VNU Business PublicationsVNU emedia & Information MarketingVNU ExpositionsVNU Exhibitions Europe

Golden PagesGouden GidsPaginas AmarelasPaglni AurilPromediaTelkom DirectoryVerizon Puerto Rico

Fig. 1.4

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Marketing Research Suppliers & Services

LIMITED SERVICE

BrandedProducts

and Services

DataAnalysisServices

Analytical

Services

Coding and Data Entry Services

Field Service

s

FULL SERVICE

Syndicate

ServicesStandardize

dServices

Customized

Services

InternetService

s

RESEARCHSUPPLIERS EXTERNALINTERNAL

Fig. 1.5

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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

Top 50 U.S. Marketing Research Firms

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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 —

U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue 2004 2003

Top 50 U.S. Marketing Research Firms (Cont…)

Table 1.2

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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

U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue 2004 2003

Top 50 U.S. Marketing Research Firms (Cont…)Table 1.2

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Selected Marketing ResearchCareer 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

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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

membersSenior Project Manager• Responsible for design, implementation,

& research projects

Fig. 1.6 cont.

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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

Fig. 1.6 cont.

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

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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

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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 compared on the basis of quality as well as price.

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Careers in Marketing Research 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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A Sample of Marketing Research Jobs

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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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Management Information Systems Vs. Decision Support Systems

Unstructured Problems

Use of Models

User Friendly Interaction

Adaptability

Can Improve Decision

Making by Using “What if”

Analysis

DSSMIS

Structured Problems

Use of Reports

Rigid Structure

Information Displaying

Restricted

Can Improve Decision

Making

by Clarifying Data

Fig. 1.7

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The Department Store ProjectThe following information was solicited: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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DomesticAAPOR : 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.researchindustry.org)

Marketing Research Associations Online

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International

ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl)

MRS: The Market Research Society (UK) (www.marketresearch.org.uk)

MRSA: The Market Research Society of Australia (www.mrsa.com.au)

PMRS: The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)

Marketing Research Associations Online