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Chapter One: Introduction To Marketing Research
Chapter One: Introduction To Marketing Research
Introduction to
Marketing
Research
1-1
Copyright © 2012 Pearson Education, Inc.
Opening Vignette
The Role of Marketing Research in MIS and DSS (Fig 1.8 & Fig 1.9)
› identification,
› collection,
› analysis,
› dissemination, and
› use of information
› identification and
› solution of problems and opportunities in marketing
Copyright © 2012 Pearson Education, Inc. Chapter 1 - 4
Identification of Identifying and
Information Solving Marketing
Needed
Problems
Collection of
Data
Analysis of
Data
Dissemination of
Information
Use of
Information
Copyright © 2012 Pearson Education, Inc. Chapter 1 - 5
Specifies the information necessary to address
these issues
Manages and implements the data collection
process
Analyzes the results
Communicates the findings and their implications
0.00% APR
Assessing Providing
Marketing
Information Decision Making
Information
Needs
Marketing Managers
• Market Segmentation • Marketing Programs
• Target Market Selection • Performance and Control
Copyright © 2012 Pearson Education, Inc. Chapter 1 - 13
Does the management have a No
positive attitude towards
research?
Yes
Are enough resources available to No
collect additional information and
implement the findings?
Yes Do Not
Is additional information needed No Conduct
to make the decision? Marketing
Research
Yes
Yes
Yes
Conduct Marketing Research
Copyright © 2012 Pearson Education, Inc. Chapter 1 - 14
Internal suppliers
External suppliers
› Full-service suppliers
› Syndicated services
› Standardized services
› Customized services
› Internet services
› Limited-service suppliers
› Field services
› Focus groups and Qualitative services
› Technical and Analytical services
› Other services
Internal External
Full Service
Limited Service
Field Services
Syndicated Internet/
Services Social Media
Services Other Services
Qualitative Services
Customized
Services Analytical Services
1-16
Percent of
No. of global
Countries Global revenue
Rank Parent Web site with Revenue from
Organization Headquarters
2009 2008 country (www.) Subsidiaries/ (USD outside
Branch millions) home
Offices country
(%)
1 1 The Nielsen Co. New York U.S. Nielsen.com 100 4,628.0 50.3
London &
2 2 Kantar Fairfield, Conn.
U.K. Kantar.com 80 2,823.2 75.0
Research Director
Junior Analyst
Fieldwork Director
• Secondary data analysis
• Edits and codes questionnaires • Handles selection, training, supervision, and
• Conducts preliminary analysis of data evaluation of interviewers and field workers
Marketing Decision
Support Expert
Information
Systems Systems
Systems
External
Market
Information
Marketing
Public
Researcher
Respondents
› Incomplete reporting
› Biased reporting
› Inaccurate reporting
AMA (www.ama.org)
American Marketing Association
ARF (www.thearf.org)
Domestic
CASRO (www.casro.org)
The Council of American Survey Research Organizations
MRA (ww.mra-net.org)
Marketing Research Association
QRCA (www.qrca.org)
Qualitative Research Consultants Association
RIC (www.researchindustry.org)
Research Industry Coalition
MRS (www.marketresearch.org.uk)
International
MRSA (www.mrsa.com.au)
The Market Research Society of Australia
PMRS (www.pmrs-aprm.com)
The Professional Marketing Research Society (Canada)