vddf1 Chapter One Introduction to Marketing Research

1-2 Chapter Outline 1) Overview 2) Definition of Marketing Research 3) A Classification of Marketing Research 4) Marketing Research Process 5) The Nature of Marketing Research 6) Marketing Research Suppliers and Services 7) Selecting a Research Supplier 8) Careers in Marketing Research

1-3 Chapter Outline 9)The Role of Marketing Research in MIS and DSS 10)The Department Store Project 11)Marketing Research Associations Online 12)Summary

1-4 Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION

1-5 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

1-6 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.

1-7 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

1-8 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.

1-9 A Classification of Marketing Research Marketing Research Problem Identification Research Problem Solving Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Promotion Research Distribution Research Fig 1.1

1-10 Problem Solving 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 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

1-11 Problem Solving Research Table 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

1-12 Problem Solving Research Table 1.1 cont. DISTRIBUTION RESEARCH Determine… Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets

1-13 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

1-14 The Role of Marketing Research Controllable Marketing Product Pricing Promotion Distribution Variables Marketing Research Marketing Decision Making Providing Information Assessing Information Needs Marketing Managers Market Segmentation Performance & Control Target Market Selection Marketing Programs Uncontrollable Environmental Factors Economy Technology Laws & Regulations Social & Cultural Factors Political Factors Customer Groups Employees Shareholders Suppliers Consumers Fig 1.2

1-15 Marketing Research Suppliers & Services LIMITED SERVICE Branded Products and Services Data Analysis Services Analytical Services Coding and Data Entry Services Field Services FULL SERVICE Syndicate Services Standardized Services Customize d Services Internet Services RESEARCH SUPPLIERS EXTERNAL INTERNAL Fig 1.3

1-16 Top 50 U.S. Marketing Research Firms

1-17 Top 50 U.S. Marketing Research Firms

1-18 Selected Marketing Research 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 1.4

1-19 Selected Marketing Research Career Descriptions Vice President of Marketing Research Part of companys top management team Directs companys 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 1.4 cont.

1-20 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 1.4 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

1-21 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

1-22 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 obtained and compared on the basis of quality as well as price.

1-23 Careers in Marketing Research Career opportunities are available with marketing research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C) Careers in business and non-business firms and agencies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, AT & T, the Federal Trade Commission, United States Census Bureau) Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) Positions: vice president of marketing research, research director, assistant director of research, project manager, field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst, and operational supervisor.

1-24 A Sample of Marketing Research Jobs

1-25 Preparation for a Career in Mktg. 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.

1-26 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 DSS MIS Structured Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data

1-27 The Dept. Store Project The 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.

1-28 Domestic AAPOR: American Association for Public Opinion Research ( AMA: American Marketing Association ( ARF: The Advertising Research Foundation ( CASRO: The Council of American Survey Research Organizations ( MRA: Marketing Research Association ( QRCA: Qualitative Research Consultants Association ( RIC: Research Industry Coalition ( industry.org) Marketing Research Associations Online

1-29 International ESOMAR: European Society for Opinion and Marketing Research ( MRS: The Market Research Society (UK) ( MRSA: The Market Research Society of Australia ( PMRS: The Professional Marketing Research Society (Canada) ( Marketing Research Associations Online