Marketing Research Module 1 Introduction
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Cha pter 1 Introduction and Early Phases of Market Research
© 2007 Prentice Hall
1-1
Ch apter O utl ine 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
© 2007 Prentice Hall
1-2
Cha pter Ou tl ine 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 © 2007 Prentice Hall
1-3
Rede fini ng Mar keti ng Rese arch The American Marketing Association (AMA) redefined Marketing Research as:
The function that links the consumer, the customer, and public to the marketer through INFORMATION
© 2007 Prentice Hall
1-4
Redefi ning M arketi ng Rese ar ch 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 © 2007 Prentice Hall
1-5
De fi niti on o f Ma rke ti ng Rese ar ch 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.
© 2007 Prentice Hall
1-6
Ma rket Rese arc h
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
© 2007 Prentice Hall
1-7
Cl assi fi catio n of Mar ket ing Rese ar ch 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. © 2007 Prentice Hall
1-8
Resea rc h Fig. 1.1
Marketing Research
Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research © 2007 Prentice Hall
Problem-Solving Research
Segmentation Research Product Research Pricing Research Promotion Research Distribution Research 1-9
Pr obl em-S olving Res ea rch Table 1.1 SEG MENTATI ON RES EARCH Determine the basis of segmentation Establish market potential and responsiveness for various segments
PROD UCT RES EAR CH Test concept
Select target markets
Determine optimal product design
Create lifestyle profiles: demography, media, and product image characteristics
Package tests Product modification Brand positioning and repositioning Test marketing Control score tests
© 2007 Prentice Hall
1-10
Pr obl em-S olving Res ea rch Table 1.1 cont.
0.00%
APR
PR OMOTIO NAL RE SE ARCH Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing
PR ICI NG RES EAR CH
Evaluation of advertising effectiveness
Pricing policies
Claim substantiation
Importance of price in brand selection Product line pricing Price elasticity of demand
$ALE
Initiating and responding to price changes © 2007 Prentice Hall
1-11
Pr obl em-S olving Res ea rch Table 1.1 cont.
DISTR IBUT ION RESE ARCH
Determine… Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets
© 2007 Prentice Hall
1-12
Ma rketing Res ea rc h Pr oce ss 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
© 2007 Prentice Hall
1-13
Ma rketing Res ea rc h Pr ocess Step 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
© 2007 Prentice Hall
1-14
Th e Rol e of Mark eti ng Rese ar ch Fig. 1.2
Cus tomer Gro up s • Co nsumer s • Emp lo yee s • Shar eho ld ers • Sup plier s
Co ntro ll ab le Mar keting Var iab les
Marke ti ng Re sea rch
• Product • Pricing
Un contro llab le Envir on mental Facto rs • Economy • Technology
• Promotion
• Laws & Regulations
• Distribution
• Social & Cultural Factors
As ses si ng Inf or mat ion Nee ds
Pr ovi ding Inf ormatio n
Marketing Decisi on Making
• Political Factors
Mar keting Ma nagers • Market Seg mentatio n •Targ et Mar ket Sel ectio n • Marketi ng P ro gra ms • Perfo rmance & Contr ol © 2007 Prentice Hall
1-15
Po wer De ci sio ns’ Me tho dol ogy Fig. 1.3 Opportunity
Option g ene ratio n
Solv e Problem
Cl ie nt Need s
scan
Ref ine op tion s Decis io n
Fi nd
Seek
Pla n
Act
Ach iev e Goa l
Ho w We He lp
© 2007 Prentice Hall
Cl arif y Deci si ons
Research Analy si s
Eval uat e Int erpret Faci litate
Re commend
Mark et Pl an Research
Ad vi se Assi st Ex ec ut ion
1-16
Orga nizat iona l Chart for VNU Fig. 1.4
Exe cutive Boar d Corporate Staff
Marketing Information ACNielsen VNU Advisory Services BASES Claritas Spectra Market Decisions
© 2007 Prentice Hall
Media Measurement & Information
Business Information
Nielsen Media Research VNU Business Nielsen/Net Ratings Publications Nielsen Film VNU emedia & Entertainment Information Marketing Nielsen Home VNU Expositions Entertainment VNU Exhibitions Europe Nielsen Music Nielsen Book Nielsen Entertainment Intel IMS PERO/HIC Scarborough SRDS
Directories Golden Pages Gouden Gids Paginas Amarelas Paglni Auril Promedia Telkom Directory Verizon Puerto Rico
1-17
Ma rketi ng Resear ch Su ppl iers & Se rvices Fig. 1.5
IN TERNAL
RESEAR CH SUPP LIERS
FU LL SERV ICE Syndicate Services Standardized Services
© 2007 Prentice Hall
Internet Services Customized Services
EXT ERN AL
LIMIT ED SERVI CE Branded Products and Services
Field Services Coding and Data Entry Services
Analytical Services
Data Analysis Services 1-18
Top 50 U .S. M ar ke ting Resear ch Fir ms Table 1.2 U.S. Rank Organization revenue 2004 2003 1 1 VNU Inc.
Headquarters
Website
($, in millions) ($, in millions)
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
$1,569.0
63.6
3 4
4 5
Westat Inc. TNS U.S.
Rockville, Md. New York
www.westat.com www.tns-global.com
397.8 396.0
397.8 1,732.7
— 77.2
5
3
Information Resources Inc.
Chicago
www.infores.com
379.6
572.8
33.6
6
6
The Kantar Group
Fairfield, Conn.
www.kantargroup.com
365.7*
1,136.3*
67.8*
7
7
Arbitron Inc.
New York
www.arbitron.com
284.7
296.6
4.0
8
8
NOP World US
New York
www.nopworld.com
213
408.5
47.9
9
9
Ipsos
New York
www.Ipsos-na.com
193.9
752.8
74.2
10
10
Synovate
Chicago
www.synovate.com
193.5
499.3
61.3
11
—
Harris Interactive Inc.
Rochester, N.Y.
www.harrisinteractive.com
154.8
208.9
25.9
—
13
Harris Interactive Inc.
Rochester, N.Y.
www.harrisinteractive.com
116.7
155.4
24.9
—
20
Wirthin Worldwide
McLean, Va.
www.harrisinteractive.com
38.1
53.5
28.8
12
11
Maritz Research
Fenton, Mo.
www.maritzresearch.com
136.6
185.8
26.2
13
12
J.D. Power and Associates
Westlake Village, Calif.
www.jdpower.com
133.5
167.6
20.4
14
14
The NPD Group Inc.
Port Washington, N.Y.
www.npd.com
110.5
139.2
20.6
15
16
GfK Group USA
Nuremberg, Germany
www.gfk.com
93.0
834.6
88.9
16
15
Opinion Research Corp.
Princeton, N.J.
www.opinionresearch.com
91.5
147.5
38.3
© 2007 Prentice Hall
1-19
Top 50 U .S. M ar ke ting Resear ch Fi rms (Co nt… ) Table 1.2
U.S. Rank Organization millions) 2004 2003 revenue 17
Headquarters
Website
($, in millions)
$, in
17
Lieberman Research Worldwide
Los Angeles
www.lrwonline.com
67.2
77.7
13.5
18
18
Abt Associates Inc.
Cambridge, Mass.
www.abtassociates.com
41.5
41.5
—
19
21
Market Strategies Inc.
Livonia, Mich.
www.marketstrategies.com
37.9
39.5
4.1
20
22
Burke Inc.
Cincinnati
www.burke.com
37.1
43.4
14.5
21
30
comScore Networks Inc.
Reston, Va.
www.comscore.com
34.9
34.9
—
22
24
MORPACE International Inc.
Farmington Hills, Mich. www.morpace.com
31.1
34.5
9.9
23
25
Knowledge Networks Inc.
Menlo Park, Calif.
www.knowledgenetworks.com
29.8
29.8
—
23
34
OTX Research
Los Angeles
www.otxresearch.com
29.8
29.8
—
25
23
ICR/Int'l Communications Research Media, Pa.
www.icrsurvey.com
29.0
29.4
1.4
26
36
Directions Research Inc.
Cincinnati
www.directionsrsch.com
27.3
27.3
—
27
28
National Research Corp.
Lincoln, Neb.
www.nationalresearch.com
26.7
29.7
10.1
28
32
Marketing Research Services Inc.
Cincinnati
www.mrsi.com
25.4
25.4
—
29
29
Lieberman Research Group
Great Neck, N.Y.
www.liebermanresearch.com
25.1
25.5
1.6
30
33
Peryam & Knoll Research Corp.
Chicago
www.pk-research.com
22.5
22.7
0.1
31
—
National Analysts Inc.
Philadelphia
www.nationalanalysts.com
22.3
22.3
—
32
—
Public Opinion Strategies LLC
Alexandria, VA
www.pos.org
21.2
21.2
—
© 2007 Prentice Hall
1-20
Top 50 U.S . Ma rke tin g Re search Fi rms (Co nt… ) Table 1.2
U.S. Rank Organization 2004 2003 revenue millions) 33 27 Walker Information Inc.
Headquarters
Website
($, in millions)
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
—
$6,291.0
$13,307.7
52.7%
656.6
$737.7
11.0%
$6,947.6
$14,045.4
50.5%
Total All other (138 CASRO companies not included in the Top 50)3 Total (188 companies)
$, in
*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
© 2007 Prentice Hall
1-21
Se lected Mar ke ting Res earc h Car eer Desc ript io ns Fig. 1.6 Vice Pres id en t of Marketi ng Res ea rch : 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. Res ea rch Di rector: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Ass is tant D ire ctor of Res earch : Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. (Seni or) Projec t Ma nager: Has overall responsibility for design, implementation, and management of research projects. Sta ti sti cian/Data Proces sing Speciali st: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. © 2007 Prentice Hall
1-22
Se lect ed M ar ket ing Res earch Ca re er Desc ri pt ions
Fig. 1.6 cont. Vice President of Mark eti ng Res earch
Res ea rch Di rec to r • Al so pa rt of sen ior ma nagem ent
• Part of compa ny’s top managem en t tea m
• Hea ds th e dev el opm en t and ex ecu ti on of all res ea rch projec ts
• Dire ct s com pa ny’ s entir e marke t res earc h ope ra tion • Set s th e goals & objec ti ve s of the mark et in g res ea rc h depa rt men t
As sis tan t D ir ector of Res earch • Adm in is tra ti ve assis tant to dire ct or • Superv is es res earch staff memb ers
Se nio r Project Ma
nager
• Res pon sibl e for des ign , imple men tation , & res earc h projec ts © 2007 Prentice Hall
1-23
Se lected Ma rke ti ng Resea rc h Ca ree r D esc ri pti ons Fig. 1.6 cont. Se nio r A naly st
• 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
An aly st
• Handles details in execution of project • Designs & pretests questionnaires • Conducts preliminary analysis of data
Juni or An aly st
• Secondary data analysis • Edits and codes questionnaires • Conducts preliminary analysis of data © 2007 Prentice Hall
Sta ti sti cian/Data
Proces sing
• Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis
Fiel dwork Di rec tor
•Handles selection, training, supervision, and evaluation of interviewers and field workers 1-24
Ma rket ing Resear ch Su ppl iers & Se rvic es
Internal suppliers External suppliers
© 2007 Prentice Hall
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 1-25
Crite ria for S electin g a Re sear ch Suppl ie r
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.
© 2007 Prentice Hall
1-26
Ca ree rs in Marke ti ng Resea rch
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.
© 2007 Prentice Hall
1-27
A Sa mple o f Ma rket ing Re search Jo bs
© 2007 Prentice Hall
1-28
Prepa ra tion for a C ar eer in M ar ke ting Re sear ch
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.
© 2007 Prentice Hall
1-29
Ma nage ment I nfo rm atio n S ys tems Vs . De cisio n Sup port S ys tems Fig. 1.7
DSS
MIS Structured Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data
© 2007 Prentice Hall
Unstructured Problems Use of Models User Friendly Interaction Adaptability Can Improve Decision Making by Using “What if” Analysis 1-30
Th e D epar tm ent Store Pr ojec t The f oll owi ng informa tion w as soli cit ed: 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. © 2007 Prentice Hall
1-31
Ma rk eting R ese arc h A sso ci ation s Onl ine Dom es ti c 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.researchindustry.org)
© 2007 Prentice Hall
1-32
Ma rke ti ng Resea rch A ss ociatio ns Onlin e In tern at ional 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)
© 2007 Prentice Hall
1-33
© 2007 Prentice Hall
1-1
Ch apter O utl ine 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
© 2007 Prentice Hall
1-2
Cha pter Ou tl ine 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 © 2007 Prentice Hall
1-3
Rede fini ng Mar keti ng Rese arch The American Marketing Association (AMA) redefined Marketing Research as:
The function that links the consumer, the customer, and public to the marketer through INFORMATION
© 2007 Prentice Hall
1-4
Redefi ning M arketi ng Rese ar ch 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 © 2007 Prentice Hall
1-5
De fi niti on o f Ma rke ti ng Rese ar ch 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.
© 2007 Prentice Hall
1-6
Ma rket Rese arc h
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
© 2007 Prentice Hall
1-7
Cl assi fi catio n of Mar ket ing Rese ar ch 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. © 2007 Prentice Hall
1-8
Resea rc h Fig. 1.1
Marketing Research
Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research © 2007 Prentice Hall
Problem-Solving Research
Segmentation Research Product Research Pricing Research Promotion Research Distribution Research 1-9
Pr obl em-S olving Res ea rch Table 1.1 SEG MENTATI ON RES EARCH Determine the basis of segmentation Establish market potential and responsiveness for various segments
PROD UCT RES EAR CH Test concept
Select target markets
Determine optimal product design
Create lifestyle profiles: demography, media, and product image characteristics
Package tests Product modification Brand positioning and repositioning Test marketing Control score tests
© 2007 Prentice Hall
1-10
Pr obl em-S olving Res ea rch Table 1.1 cont.
0.00%
APR
PR OMOTIO NAL RE SE ARCH Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing
PR ICI NG RES EAR CH
Evaluation of advertising effectiveness
Pricing policies
Claim substantiation
Importance of price in brand selection Product line pricing Price elasticity of demand
$ALE
Initiating and responding to price changes © 2007 Prentice Hall
1-11
Pr obl em-S olving Res ea rch Table 1.1 cont.
DISTR IBUT ION RESE ARCH
Determine… Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets
© 2007 Prentice Hall
1-12
Ma rketing Res ea rc h Pr oce ss 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
© 2007 Prentice Hall
1-13
Ma rketing Res ea rc h Pr ocess Step 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
© 2007 Prentice Hall
1-14
Th e Rol e of Mark eti ng Rese ar ch Fig. 1.2
Cus tomer Gro up s • Co nsumer s • Emp lo yee s • Shar eho ld ers • Sup plier s
Co ntro ll ab le Mar keting Var iab les
Marke ti ng Re sea rch
• Product • Pricing
Un contro llab le Envir on mental Facto rs • Economy • Technology
• Promotion
• Laws & Regulations
• Distribution
• Social & Cultural Factors
As ses si ng Inf or mat ion Nee ds
Pr ovi ding Inf ormatio n
Marketing Decisi on Making
• Political Factors
Mar keting Ma nagers • Market Seg mentatio n •Targ et Mar ket Sel ectio n • Marketi ng P ro gra ms • Perfo rmance & Contr ol © 2007 Prentice Hall
1-15
Po wer De ci sio ns’ Me tho dol ogy Fig. 1.3 Opportunity
Option g ene ratio n
Solv e Problem
Cl ie nt Need s
scan
Ref ine op tion s Decis io n
Fi nd
Seek
Pla n
Act
Ach iev e Goa l
Ho w We He lp
© 2007 Prentice Hall
Cl arif y Deci si ons
Research Analy si s
Eval uat e Int erpret Faci litate
Re commend
Mark et Pl an Research
Ad vi se Assi st Ex ec ut ion
1-16
Orga nizat iona l Chart for VNU Fig. 1.4
Exe cutive Boar d Corporate Staff
Marketing Information ACNielsen VNU Advisory Services BASES Claritas Spectra Market Decisions
© 2007 Prentice Hall
Media Measurement & Information
Business Information
Nielsen Media Research VNU Business Nielsen/Net Ratings Publications Nielsen Film VNU emedia & Entertainment Information Marketing Nielsen Home VNU Expositions Entertainment VNU Exhibitions Europe Nielsen Music Nielsen Book Nielsen Entertainment Intel IMS PERO/HIC Scarborough SRDS
Directories Golden Pages Gouden Gids Paginas Amarelas Paglni Auril Promedia Telkom Directory Verizon Puerto Rico
1-17
Ma rketi ng Resear ch Su ppl iers & Se rvices Fig. 1.5
IN TERNAL
RESEAR CH SUPP LIERS
FU LL SERV ICE Syndicate Services Standardized Services
© 2007 Prentice Hall
Internet Services Customized Services
EXT ERN AL
LIMIT ED SERVI CE Branded Products and Services
Field Services Coding and Data Entry Services
Analytical Services
Data Analysis Services 1-18
Top 50 U .S. M ar ke ting Resear ch Fir ms Table 1.2 U.S. Rank Organization revenue 2004 2003 1 1 VNU Inc.
Headquarters
Website
($, in millions) ($, in millions)
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
$1,569.0
63.6
3 4
4 5
Westat Inc. TNS U.S.
Rockville, Md. New York
www.westat.com www.tns-global.com
397.8 396.0
397.8 1,732.7
— 77.2
5
3
Information Resources Inc.
Chicago
www.infores.com
379.6
572.8
33.6
6
6
The Kantar Group
Fairfield, Conn.
www.kantargroup.com
365.7*
1,136.3*
67.8*
7
7
Arbitron Inc.
New York
www.arbitron.com
284.7
296.6
4.0
8
8
NOP World US
New York
www.nopworld.com
213
408.5
47.9
9
9
Ipsos
New York
www.Ipsos-na.com
193.9
752.8
74.2
10
10
Synovate
Chicago
www.synovate.com
193.5
499.3
61.3
11
—
Harris Interactive Inc.
Rochester, N.Y.
www.harrisinteractive.com
154.8
208.9
25.9
—
13
Harris Interactive Inc.
Rochester, N.Y.
www.harrisinteractive.com
116.7
155.4
24.9
—
20
Wirthin Worldwide
McLean, Va.
www.harrisinteractive.com
38.1
53.5
28.8
12
11
Maritz Research
Fenton, Mo.
www.maritzresearch.com
136.6
185.8
26.2
13
12
J.D. Power and Associates
Westlake Village, Calif.
www.jdpower.com
133.5
167.6
20.4
14
14
The NPD Group Inc.
Port Washington, N.Y.
www.npd.com
110.5
139.2
20.6
15
16
GfK Group USA
Nuremberg, Germany
www.gfk.com
93.0
834.6
88.9
16
15
Opinion Research Corp.
Princeton, N.J.
www.opinionresearch.com
91.5
147.5
38.3
© 2007 Prentice Hall
1-19
Top 50 U .S. M ar ke ting Resear ch Fi rms (Co nt… ) Table 1.2
U.S. Rank Organization millions) 2004 2003 revenue 17
Headquarters
Website
($, in millions)
$, in
17
Lieberman Research Worldwide
Los Angeles
www.lrwonline.com
67.2
77.7
13.5
18
18
Abt Associates Inc.
Cambridge, Mass.
www.abtassociates.com
41.5
41.5
—
19
21
Market Strategies Inc.
Livonia, Mich.
www.marketstrategies.com
37.9
39.5
4.1
20
22
Burke Inc.
Cincinnati
www.burke.com
37.1
43.4
14.5
21
30
comScore Networks Inc.
Reston, Va.
www.comscore.com
34.9
34.9
—
22
24
MORPACE International Inc.
Farmington Hills, Mich. www.morpace.com
31.1
34.5
9.9
23
25
Knowledge Networks Inc.
Menlo Park, Calif.
www.knowledgenetworks.com
29.8
29.8
—
23
34
OTX Research
Los Angeles
www.otxresearch.com
29.8
29.8
—
25
23
ICR/Int'l Communications Research Media, Pa.
www.icrsurvey.com
29.0
29.4
1.4
26
36
Directions Research Inc.
Cincinnati
www.directionsrsch.com
27.3
27.3
—
27
28
National Research Corp.
Lincoln, Neb.
www.nationalresearch.com
26.7
29.7
10.1
28
32
Marketing Research Services Inc.
Cincinnati
www.mrsi.com
25.4
25.4
—
29
29
Lieberman Research Group
Great Neck, N.Y.
www.liebermanresearch.com
25.1
25.5
1.6
30
33
Peryam & Knoll Research Corp.
Chicago
www.pk-research.com
22.5
22.7
0.1
31
—
National Analysts Inc.
Philadelphia
www.nationalanalysts.com
22.3
22.3
—
32
—
Public Opinion Strategies LLC
Alexandria, VA
www.pos.org
21.2
21.2
—
© 2007 Prentice Hall
1-20
Top 50 U.S . Ma rke tin g Re search Fi rms (Co nt… ) Table 1.2
U.S. Rank Organization 2004 2003 revenue millions) 33 27 Walker Information Inc.
Headquarters
Website
($, in millions)
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
—
$6,291.0
$13,307.7
52.7%
656.6
$737.7
11.0%
$6,947.6
$14,045.4
50.5%
Total All other (138 CASRO companies not included in the Top 50)3 Total (188 companies)
$, in
*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
© 2007 Prentice Hall
1-21
Se lected Mar ke ting Res earc h Car eer Desc ript io ns Fig. 1.6 Vice Pres id en t of Marketi ng Res ea rch : 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. Res ea rch Di rector: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Ass is tant D ire ctor of Res earch : Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. (Seni or) Projec t Ma nager: Has overall responsibility for design, implementation, and management of research projects. Sta ti sti cian/Data Proces sing Speciali st: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. © 2007 Prentice Hall
1-22
Se lect ed M ar ket ing Res earch Ca re er Desc ri pt ions
Fig. 1.6 cont. Vice President of Mark eti ng Res earch
Res ea rch Di rec to r • Al so pa rt of sen ior ma nagem ent
• Part of compa ny’s top managem en t tea m
• Hea ds th e dev el opm en t and ex ecu ti on of all res ea rch projec ts
• Dire ct s com pa ny’ s entir e marke t res earc h ope ra tion • Set s th e goals & objec ti ve s of the mark et in g res ea rc h depa rt men t
As sis tan t D ir ector of Res earch • Adm in is tra ti ve assis tant to dire ct or • Superv is es res earch staff memb ers
Se nio r Project Ma
nager
• Res pon sibl e for des ign , imple men tation , & res earc h projec ts © 2007 Prentice Hall
1-23
Se lected Ma rke ti ng Resea rc h Ca ree r D esc ri pti ons Fig. 1.6 cont. Se nio r A naly st
• 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
An aly st
• Handles details in execution of project • Designs & pretests questionnaires • Conducts preliminary analysis of data
Juni or An aly st
• Secondary data analysis • Edits and codes questionnaires • Conducts preliminary analysis of data © 2007 Prentice Hall
Sta ti sti cian/Data
Proces sing
• Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis
Fiel dwork Di rec tor
•Handles selection, training, supervision, and evaluation of interviewers and field workers 1-24
Ma rket ing Resear ch Su ppl iers & Se rvic es
Internal suppliers External suppliers
© 2007 Prentice Hall
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 1-25
Crite ria for S electin g a Re sear ch Suppl ie r
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.
© 2007 Prentice Hall
1-26
Ca ree rs in Marke ti ng Resea rch
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.
© 2007 Prentice Hall
1-27
A Sa mple o f Ma rket ing Re search Jo bs
© 2007 Prentice Hall
1-28
Prepa ra tion for a C ar eer in M ar ke ting Re sear ch
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.
© 2007 Prentice Hall
1-29
Ma nage ment I nfo rm atio n S ys tems Vs . De cisio n Sup port S ys tems Fig. 1.7
DSS
MIS Structured Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data
© 2007 Prentice Hall
Unstructured Problems Use of Models User Friendly Interaction Adaptability Can Improve Decision Making by Using “What if” Analysis 1-30
Th e D epar tm ent Store Pr ojec t The f oll owi ng informa tion w as soli cit ed: 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. © 2007 Prentice Hall
1-31
Ma rk eting R ese arc h A sso ci ation s Onl ine Dom es ti c 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.researchindustry.org)
© 2007 Prentice Hall
1-32
Ma rke ti ng Resea rch A ss ociatio ns Onlin e In tern at ional 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)
© 2007 Prentice Hall
1-33
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