1) Overview

2) What does Marketing Research Encompass

3) The Nature of Marketing Research

4) Definition of Marketing Research

5) A Classification of Marketing Research

6) The role of Marketing Research in MIS and DSS

7) Marketing Research Suppliers and Services

8) Selecting a Research Supplier

Chapter Outline

9) Careers in Marketing Research

10) Marketing Research Process

11) The Department Store Patronage Project

12) International Marketing Research

13) Ethics in Marketing Research

14) Internet and Computer Applications

15) Focus on Burke

16) Summary

17) Key Terms and Concepts

18) Acronyms

Chapter Outline (cont.)

The American Marketing AssociationRedefines Marketing Research

RIP 1.1

Marketing research is the function which links the consumer, customer, and public to the marketer through

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

Customer Groups

Marketing Managers

•

• Consumers• Employees• Shareholders

Suppliers

ControllableMarketingVariables

UncontrollableEnvironmentalFactors

MarketingDecisionMaking

ProvidingInformation

AssessingInformationNeeds

Marketing Research

• Market Segmentation• Target Market Selection• Marketing Programs• Performance & Control

The Role of Marketing ResearchFig 1.1

•Economy

•Technology

•Laws & Regulation

•Social & Cultural Factors

•Political Factors

•Product

•Pricing

•Promotion

•Distribution

•Specifies the information necessary to address these issues

•Manages and implements the data collection process

•Analyzes the results

•Communicates the findings and their implications

Market Research

Marketing Research

A Classification of Marketing ResearchFig 1.2

Problem Identification Research

•Market potential research•Market share research•Market characteristics research•Sales analysis research•Forecasting research•Business trends research

Problem Solving Research

•Segmentation Research

•Product Research

•Promotion Research

•Distribution Research

Problem Solving ResearchTable 1.1

• Test concept

• Determine optimal product design

• Package tests

• Product modification

• Brand positioning and repositioning

• Test marketing

• Control score tests

• 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

PRICING RESEARCHPRICING RESEARCH

• Importance of price in brand selection

• Pricing policies

• Product line pricing

• Price elasticity of demand

• Initiating and responding to price changes

Table 1.1 Contd.

PROMOTIONAL RESEARCHPROMOTIONAL RESEARCH

• Optimal promotional budget

• Sales promotion relationship

• Optimal promotional mix

• Copy decisions

• Media decisions

• Creative advertising testing

• Claim substantiation

• Evaluation of advertising effectiveness

$ALE

0.00% APR

Table 1.1 Contd.

Determine…

•Types of distribution

•Attitudes of Channel members

•Intensity of wholesale & resale coverage

•Channel margins

•Location of retail and wholesale outlets

problems

• Unstructured Problems

• Use of Models

• User Friendly Interaction

• Adaptability

• Can Improve Decision Making

by Using “What if” Analysis

MIS DSS

Management Information SystemsVersus Decision Support Systems

Fig 1.3

• Structured Problems

• Use of Reports

• Rigid Structure

• Information Displaying Restricted

• Can Improve Decision Making

by Clarifying Data

RESARCHSUPPLIERS EXTERNAL

FULL SERVICE LIMITED SERVICE

INTERNAL

SyndicateServices

StandardizedServices

Customized

Services

InternetServices

BrandedProducts

and Services

DataAnalysisServices

AnalyticalServices

Coding and Data Entry Services

Field Services

Figure 1.4

Organization of MarketingResearch at Oscar Mayer

RIP 1.2

Brand Research

Conducts Primary & Secondary Research

Serves As Marketing Consultants

Analyzes Market Trends

Advances the State of the Art in Marketing Research

Marketing Systems and Analytics (MSA)

Performs Sales Analysis Based on Shipment & Store Scanner Data

Supports Computer End Users within Marketing Department

Serves as Source of Marketing Information

Top 50 MarketingResearch Organizations

RIP 1.3

Pe rce nt andTota l re se arch re ve nue s from Re ve nue s from

Rank re ve nue s* outside U.S . outs ide U.S .

1997 1996 Organization (millions) (millions) (millions )

1 1 AC Niels en Corp. $1,391.6 77.7% 1081.62 2 Cognizant Corp. 1,339.1 49.2 659.13 3 Information Res ources Inc. 456.3 19.6 89.64 6 Wes tat Inc. 182.0 0 05 8 NFO Worldwide Inc. 190.0*** 21.4 35.86 4 the Arbitron Co. 165.2 0 07 7 Maritz Marketing Res earch Inc. 146.0 20 29.28 9 The Kantar Group Ltd. 127.1 20.2 25.79 10 The NP D Group Inc. 110.3 18.3 20.2

10 11 Market facts Inc. 100.1 7 711 5 P harm. Marketing S ervices Inc. 91.6 46.0 42.112 12 Audits & S urveys Worldwide Inc. 68.9 43.5 3013 14 BAS ES Worldwide 57.6 19.7 11.414 13 The M/A/R/C Group Inc. 57.3 1.5 0.115 15 Opinion Res earch Corp. 53.9 32.7 17.616 16 S OFRES Inters earch 53.0 15 8.5

RIP 1.3 Contd.

19 22 Burke Inc. 43.8 22.8 1020 19 Macro International Inc. 42.9 38.5 16.521 23 Roper Starch Worldwide Inc. 40.0 17.8 7.122 17 Abt Associates Inc. 39.3 0 023 21 Elrick & Lavidge 37.1 5.7 2.124 38 IntelliQuest Inc. 36.5 29 10.625 26 Wirthlin Worldwide 35.5 16 5.719 22 Burke Inc. 43.8 22.8 1020 19 Macro International Inc. 42.9 38.5 16.521 23 Roper Starch Worldwide Inc. 40.0 17.8 7.122 17 Abt Associates Inc. 39.3 0 023 21 Elrick & Lavidge 37.1 5.7 2.124 38 IntelliQuest Inc. 36.5 29 10.625 26 Wirthlin Worldwide 35.5 16 5.726 28 Total Research Corp. 33.1 27.2 927 25 MORPACE International 31.2 17.9 5.628 27 C&R Research Services Inc. 31.1 0 029 24 Walker Information 30.9 21.8 6.730 29 Lieberman Research Worldwide 28.6 13.3 031 34 Diagnostic Research International Inc. 26.7 3.1 0.832 33 IPSOS-ASI Inc. 26.7 0 033 30 Yankelovich Partners Inc. 26.4 0 034 31 Custom Research Inc. 25.8 0 035 39 Harris Black International Ltd. 25.7 7.4 1.936 32 Market Strategies Inc. 25.2 1.6 0.4

35 39 Harris Black International Ltd. 25.7 7.4 1.936 32 Market Strategies Inc. 25.2 1.6 0.437 37 ICR-Int'l Communications Research 22.3 0 038 36 Data Development Corp. 22.2 8.7 1.939 35 Chilton Research Services 21.5 0 040 40 Market Decisions 18.2 0 041 -- National Research Corp. 16.3 0 042 43 Response Analysis Corp. 15.9 0 043 -- Marketing and Planning Systems 14.2 6 0.944 46 MATRIXX Marketing Research 14.1 41.1 5.845 41 RDA Group Inc. 14.0 30 4.246 45 Guideline Research Corp. 13.3 2.3 0.347 48 Directions Research Inc. 13.2 0 048 44 Conway/Milliken & Associates 13.0 0 049 49 TVG Inc. 12.3 0 050 50 Savitz Research Center Inc. 12.0 0 0

Subtotal, Top 50 $5,479.7 39.30% $2,153.20All other (124 CASRO member companies not included in Top 50)****535.7

RIP 1.3 Contd.

Full Services Versus Limited Service Marketing Research Firms

RIP 1.4

Susan Adelman and Kevin Heaken of Survey Service, Inc. and Heaken Research, both field survey firms, find that more often today clients will perform the problem definition and design the survey instrument in-house to subcontract the data collection. This is done in order to cut costs in market research. This has also changed the method and approach of the full-service companies to meet new customer needs. Burke Marketing Research, a large full-service company, has replaced many in-house departments for end-users who have cut their in-house staff because of a downsizing trend. An example would be Ocean Spray or Quaker Oats which have cut marketing staff and subcontract all marketing research to companies such as Burke and Maritz Marketing Research.

So now, the end-user simply provides the full-service company with a management decision problem, which is interpreted and articulated into the marketing research problem by a full-service company and the other steps are also performed by the market research company. Some companies believe that they can reduce costs by going straight to the field-service companies. However, according to Cathy Kneidl, VP for Quality Control Services, a branch of Maritz, this is a mistake because the steps leading up to the data collection are omitted, which renders the market research questionable. The approach and process of market research are critical to obtain data that can be useful or can be interpreted to improve or make sound management decisions. The issue is determining if the company requires a full-service company, which would undertake the entire research process, or is field research satisfactory, as in the case of Samsonite. Samsonite wanted to test the market for responses to various suitcase colors. For this research, a full-service firm was not necessary, only a survey had to be administered to confirm trends or preferences.

RIP 1.5 Contd.

Selected Marketing ResearchCareer Descriptions

Fig 1.5

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.

Selected Marketing ResearchCareer 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 members

Senior Project Manager•Responsible for design, implementation, & research projects

Fig 1.5 Contd.Senior Analyst• Participates in the development

of projects• Carries out execution of assigned

projects• Coordinates the efforts of analyst,

junior analyst, & other personnel development of research design and data collection

• Prepares final report

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

Field Work Director•Handles selection, training, supervision, and evaluation of interviewers and field workers

Statistician/Data Processing•Serves as expert on theory and application on statistical techniques

•Oversees experimental design, data processing, and analysis

A Sample of Marketing Research Jobs

RIP 1.5

Marriott functions in three main areas: lodging (Marriott Hotels and Resorts, Marriott Suites, Residence Inns, Courtyard Hotels, and Fairfield Inns), contract services (Marriott Business Food and Services, Education, Health-Care, In-Flight Services, and Host International, Inc.) and restaurants (family restaurants, Travel Plazas, and Hot Shops). It is probably best known, however, for its lodging operations.

Marketing Research at Marriott Corporation

RIP 1.6

Marketing research at Marriott is done at the corporate level through the Corporate Marketing Services (CMS). CMS’s goals include providing the management of the different areas of Marriott with the information they need to better understand the market and the customer.

CMS conducts many different types of research. They use quantitative and qualitative research approaches such as telephone and mail surveys, focus groups, and customer intercept to gain more information on market segmentation and sizing, product testing, price sensitivity of consumers, consumer satisfaction, and the like.

The process of research at Marriott is a simple stepwise progression. The first step is to better define the problem to be addressed and the objectives of the client unit and to develop an approach to the problem. The next step is to formulate a research design and design the study. CMS must decide whether to conduct its own research or buy it from an outside organization.

RIP 1.6 Contd.RIP 1.6 Contd.

If the latter option is chosen, CMS must decide whether or not to use multiple firms. Once a decision is made, the research is carried out by collecting and analyzing the data. Then, CMS presents the study findings. The final step in the research process is to keep a constant dialogue between the client and the CMS. During this stage, CMS may help explain the implications of the research findings or may make suggestions for future actions.

RIP 1.6 Contd.

Marketing Research

Domestic

AAPOR: 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.research industry.org)

Marketing Research Associations Online

RIP 1.7

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)

RIP 1.7 Contd.