Professional Documents
Culture Documents
The Role of Marketing Research
The Role of Marketing Research
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Organizational Chart for VNU
Fig. 1.4
Executive Board
Corporate Staff
RESEARCH
INTERNAL EXTERNAL
SUPPLIERS
Field Branded
Syndicate Internet Products
Services
Services Services and Services
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
22 24 MORPACE International Inc. Farmington Hills, Mich. www.morpace.com 31.1 34.5 9.9
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
34 39 The PreTesting Co. Inc. Tenafly, N.J. www.pretesting.com 19.8 20.4 2.9
38 41 Schulman, Ronca & Bucuvalas Inc. New York www.srbi.com 17.2 17.2 —
40 38 RDA Group Inc. Bloomfield Hills, Mich. www.rdagroup.com 15.4 17.0 9.4
All other (138 CASRO companies not included in the Top 50)3 656.6 $737.7 11.0%
*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
Selected Marketing Research
Career Descriptions
Fig. 1.6
Research Director
Vice President of Marketing Research
• Part of company’s top management • Also part of senior
management
team
• Heads the development
• Directs company’s entire market
and execution of all
research operation research projects
• Sets the goals & objectives of the
marketing research department
Assistant Director of Research
• Administrative assistant to director
• Supervises research staff members
• 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
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?
International