Transcript Malhotra_MR6e_01 - Marketing-Research-Obal

Chapter 1
Introduction and Early
Phases of Marketing
Research
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Chapter Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) Careers in Marketing Research
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Redefining Marketing Research
The American Marketing Association (AMA)
redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
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Definition of Marketing Research
A more thorough definition for this course:
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
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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.
• Example: conduct research on emerging trends in the market.
Problem-Solving Research
Research undertaken to help solve specific marketing
problems.
• Example: conducting research on your pricing strategy.
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A Classification of Marketing Research
Marketing Research
Problem
Identification Research
Problem-Solving
Research
• Market Potential Research
• Segmentation Research
• Market Share Research
• Product Research
• Market Characteristics Research
• Pricing Research
• Forecasting Research
• Promotion Research
• Business Trends Research
• Distribution Research
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Problem-Solving Research
SEGMENTATION RESEARCH
1. Determine the basis of
customer segmentation
•
Through demographics, media
preferences, product preferences,
etc.
2. Establish market potential for
various
segments
3. Select target markets
•
E.g. high-end, tech-savvy, suburban
customers aged 35-55.
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PRODUCT RESEARCH
1. Test product concept
2. Package tests
3. Product testing and modification
4. Brand positioning and
repositioning
5. Test marketing
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Test marketing
• How does test marketing work?
http://www.cbsnews.com/news/columbus-ohiotest-market-of-the-usa/
• What does test marketing aim to accomplish?
• Why Columbus, OH?
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Problem-Solving Research
PROMOTIONAL RESEARCH
0.00%
APR
 Choosing the optimal promotional
budget and mix
 Media decisions
 Creative advertising testing
PRICING RESEARCH
 Pricing policies
 Evaluation of advertising
effectiveness
 Branding through pricing
 Product line pricing
$ALE
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Problem-Solving Research
DISTRIBUTION RESEARCH
Determine the…
 Proper types of distribution
 Intensity of wholesale & resale coverage
 Ideal location(s) of retail and wholesale
outlets
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Marketing Research Process
Step 1: Defining the Problem (Chapter 2)
Step 2: Developing an Approach to the Problem (Chapter 2)
Step 3: Formulating a Research Design (Chapter 3-12)
(Data desired, measurement decision, survey design, sampling decisions)
Step 4: Doing Field Work or Collecting Data (Chapter 13)
Step 5: Preparing and Analyzing Data (Chapters 14-21)
Step 6: Preparing and Presenting the Report (Chapter 23)
Who needs to know this process?
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Selected Marketing Research Career Descriptions
Research Director
Vice President of Marketing
Research
• Part of top management team
• Directs company’s market research
operation
• Sets goals & objectives
• Part of senior
management
• Heads the
development and
execution of all
research projects
Statistician/Data Processing
Professor/ Post-doc
• Conducts research for academic
publication
• Consults outside organizations on
special projects
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• Oversees experimental design, data
processing, and data analysis
Fieldwork Director
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
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Careers in Marketing Research
• Career opportunities are available with marketing research
firms
• e.g., AC Nielsen, Burke.
• Careers in business and non-business firms with in-house
marketing research departments
• e.g., Procter & Gamble, Coca-Cola, the Federal Trade
Commission, United States Census Bureau
• Advertising agencies
• e.g., Arnold Worldwide, Ogilvy & Mather, J. Walter
Thompson
• Universities
• e.g., UMass, UNH, Northeastern, BU, Harvard, etc.
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Top 10 U.S. Marketing Research Firms
Full list at:
https://www.ama.org/Documents/Honomichl50Report_June2013.pdf
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Top Local Marketing Research Firms
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Thank You!
Questions?
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