Transcript Marketing Research Essentials

CHAPTER two
Learning Objectives
The
Marketing Research
Industry
Copyright © 2002
South-Western/Thomson Learning
Learning Objectives
Learning Objectives
1. To appreciate the structure of the marketing research
industry.
2. To comprehend the nature of corporate marketing
research departments.
3. To learn the various types of firms and their research
functions in the market research industry.
4. To understand the impact of the Internet on the
marketing research industry.
5. To learn who uses marketing research.
6. To understand the growing importance of strategic
partnering.
7. To appreciate the trends in global marketing research.
The Evolving Structure
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Level 1. Primary Information Users
(Corporate Marketing Departments)
The ultimate users of marketing research
Marketing research data is needed to:
1. Determine how targets will react to alternative marketing
mixes.
2. Evaluate success of operational marketing strategies.
3. Assess changes in the external environment.
Table 2.1
Learning Objectives
General Categories of Institutions
To learn
Involved
about
in the
Marketing
variousResearch
types of
firms and their functions in
research.
Institution
Activities, Functions, and Services
The Evolving
Level 1. Corporate marketing departments
Structure
Kraft General Foods
Corporate
Marketing
Level
2. Ad agencies
Research Departments
J. Walter Thompson
Level 3. Syndicated service firms
AC Neilson
Custom or ad hoc research firms
Market Facts
The Marketing
Research Industry
The Internet Impact
Level 4. Field service firms
Users of Marketing
Research
Specialized firms
Strategic Partnering
Others
and
Global Research
subcontract
specialized support services
government, universities
Figure 2.1
Level 1
Information
Users
Objectives
The Structure of theLearning
Marketing
Research Industry
Corporate
Client A
Corporate
Client B
Ad
Agency
Level 2
Research
Designers
and
Level 3
Suppliers
Level 4
Data
Collectors
Respondents
Custom
Research
Firm A
Custom
Research
Firm B
Field
Service
Firm X
Field
Office X
Interviewer
Interviewer
R
R
R
R
Syndicated
Research
Firm X
Syndicated
Research
Firm Y
Field
Service
Firm Y
Field
Office Y
Interviewer
R
R
Interviewer
R
R
Interviewer
R
R
The Evolving Structure
Learning Objectives
To learn about the various types of
firms and their functions in
research.
4. Identify new target markets.
5. Create new marketing mixes for new target markets.
Level 2: Information Users (Ad Agencies)
• serves corporate clients
• may be ultimate users of research data
• main business: the development and execution of ad
campaigns.
The Evolving Structure
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Level 3: Research Designers and Suppliers
• sell research services
• design research studies
• analyze results
• make recommendations to client
• they design research, manage its execution, and buy data
collection from other firms
The Evolving Structure
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Level 4: Data Collectors
Field service firms collect data for:
• syndicated research firms
• custom research firms
• ad agencies
• corporations
Corporate Marketing
Research Departments
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Only 15 percent of service companies such as Federal
Express and Delta Airlines have marketing departments with
more that 10 employees.
Companies are conducting less research internally.
Our attention will be devoted to marketing departments
found in the more sophisticated, larger companies.
The Marketing
Research Industry
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Level 3: The Big Marketing Research Companies
Four largest firms in the industry:
• A. C. Nielsen Corporation
retail measurement services
• IMS Health Incorporated
pharmacy and hospital audits
The Marketing
Research Industry
Learning Objectives
To learn about the various types of
firms and their functions in
research.
• Information Resources Incorporates
Tracks weekly sales and price for mass merchandisers
• Nielsen Media Research
Television industry
The Marketing
Research Industry
Learning Objectives
To learn about the various types of
firms and their functions in
research.
Level 3: Custom or Ad Hoc Research Firms
One-of-a-kind marketing research projects
Level 3: Syndicated Service Firms
Collect and sell the same marketing
research to many firms
Level 4: Field Service Firms
Data collection specialists on a
subcontract basis for corporate marketing research
departments
The Internet Impact
Learning Objectives
To understand the impact of the
internet on the marketing research
industry.
Cybermarketing Research Firms
Greenfield Online - claims to have the world’s largest
Internet-based marketing research panel.
Vividence - evaluates the effectiveness of websites.
Media Metrix - tracks the popularity of websites.
Relevant Knowledge, Net Ratings
Nielson Media Research
The Internet Impact
Learning Objectives
To understand the impact of the
internet on the marketing research
industry
Cyber Support Firms
To provide support in conducting Internet surveys.
WebSurveyor
Cyberdata: The Internet is Changing the Way Old-Line
Marketing Research Support Organizations Deliver
Their Product
Survey Sampling Incorporated (SSI)
Claritas
The Internet Impact
Learning Objectives
To understand the impact of the
Internet on the marketing research
industry.
Other Organizations and Individuals
Special contributions to marketing research
• government agencies
• university bureaus
• professors
Learning Objectives
Users of Marketing
Research
To learn who uses marketing
research.
External Clients
• Vendors
• Franchisees
Internal Clients
New product development, pricing
Top Management’s Use of Research
Other Users of Marketing Research
Figure 2.3
Marketing Research Customers
Learning Objectives
Users or Customers
of Marketing Research
External
Company
Franchisees Marketing
Vendors
Dept.
Logistics
Internal
Other
Dept.
Advertising New
Brand
Pricing Product
ManufacSales
and
Product
Finance
Managers Committee Engineers
turing
Promotion Dev.
Senior
Mgmt.
Legal
H.R.
Mgmt.
Table 2.4
Learning Objectives
Ford’s Marketing Research on Sample New Technology Features
To learn about the various types of
firms and their functions in
research.
Sample features are shown below:
The Evolving
Structure
Fingerprint Passive Entry
Night Vision System
Corporate Marketing
Research Departments
Sun Tracking Visor
The Marketing
Research Industry
Front Impact Warning
The Internet Impact
Infinite Door Check
Users of Marketing
Research
Skin Temperature Sensor
Strategic Parterning
and
Global Research
Strategic Partnering
and
Global Research
Learning Objectives
To appreciate the trends in global
marketing research.
In a strategic partnership, the client and
research firm work together.
Services provided may include:
• data collection
• tracking
• specialized research activity
Global Marketing Research Trends
Learning Objectives
SUMMARY
• The Evolving Structure
• Corporate Marketing Research Departments
• The Marketing Research Industry
• Users of Marketing Research
• Strategic Partnering and Global Research
Learning Objectives
The End
Copyright © 2002 South-Western /Thomson Learning