marketing-research Chapter1 [Modo de compatibilidad]cmap.upb.edu.co/rid=1236271046924_614260498_544/Tema1.marketing... · Classification of Marketing Research Problem Identification

Chapter One

Chapter One

Introduction to Marketing Research

Introduction to Marketing Research

Be a DM! Be an MR! Experiential LearningOpening Vignette

What Would You Do?

Figure 1.1 Introduction to Marketing Research: An Overview

Definition of Marketing Research

Fig.

1.2

A Classification of Marketing Research

Marketing Research Process

Fig

1.3

Application to Contemporary Issues

Technology

Ethics

International

Be a DM! Be an MR! Experiential LearningWhat Would You Do?

Marketing Research Process

Fig

1.4

The Role of Marketing Research in Decision Making

Fig

1.5

The Inform

ation Value Chain for Marketing Research

Fig

1.6

Figure 1.1 Introduction to Marketing Research: An Overview (cont.)

Be a DM! Be an MR! Experiential LearningOpening Vignette

Marketing Research Industry

Selecting a Research Supplier

Fig

1.7

Table

1.1

What Would You Do?

Application to Contemporary Issues

Technology

Ethics

International

Be a DM! Be an MR! Experiential Learning

Careers in Marketing Research

The Role of Marketing Research in MIS and DSS

Fig. 1.8 and 1.9

What Would You Do?

Definition of Marketing Research

Marketing research is the systematic and objective

�identification,

�collection,

�analysis,

�dissemination, and

�use of inform

ation

for the purpose of improving decision making related to the

�identification and

�solution of problems and opportunities in marketing.

Identification of

Inform

ation

Needed Collection of

Data

Identifying and

Solving Marketing

Problems

Figure 1.2 Defining Marketing Research

Analysis of

Data Dissemination of

Inform

ation

Use of

Inform

ation

Market Research

•Specifies the inform

ation necessary to address

these issues

•Manages and implements the data collection

•Manages and implements the data collection

process

•Analyzes the results

•Communicates the findings and their implications

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

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.

Problem

Identificatio

n Research

Marketing

Research

Figure 1.3 A Classification of Marketing Research

Problem

Solving

Research

•M

ark

et P

ote

ntial R

esearc

h

•M

ark

et S

hare

Researc

h

•Im

age R

esearc

h

•M

ark

et C

hara

cte

ristics

Researc

h

•Fore

casting R

esearc

h

•B

usin

ess T

rends R

esearc

h

•S

egm

enta

tion

Researc

h

•P

roduct R

esearc

h

•P

ricin

g R

esearc

h

•P

rom

otion R

esearc

h

•D

istrib

ution R

esearc

h

Problem Solving Research

�Determ

ine the basis of segmentation

�Establish market potential and

responsiveness for various

segments

SEGMENTATION RESEARCH

�Test concept

PRODUCT RESEARCH

Table

1.1

segments

�Select target markets

�Create lifestyle profiles:

demography, media, and

product image characteristics

�Test concept

�Determ

ine optimal product

design

�Package tests

�Product modification

�Brand positioning and

repositioning

�Test marketing

�Control score tests

Problem Solving Research

Table

1.1

(cont.)

PROMOTIONAL RESEARCH

�Optimal promotional budget

�Sales promotion relationship

�Optimal promotional mix

�Copy decisions

�Media decisions

PRICING RESEARCH

�Pricing policies

�Importance of price in brand selection

�Product line pricing

�Price elasticity of demand

�Initiating and responding to price changes

�Media decisions

�Creative advertising testing

�Evaluation of advertising effectiveness

�Claim substantiation

Problem Solving Research

DISTRIBUTION RESEARCH

Determ

ine…

�Types of distribution

�Attitudes of channel members

�Intensity of wholesale & resale coverage

�Channel margins

�Location of retail and wholesale outlets

Segmentation Research

-determ

ine basis of segmentation

-establish market potential and responsiveness for various segments

-select target markets and create lifestyle profiles for demography,

media, and product image characteristics

Product Research

Problem Solving Research

Product Research

-test concept

-determ

ine optimal product design

-package tests

-product modification

-brand positioning and repositioning

-test marketing

-control store tests

Problem Solving Research (Cont.)

Pricing Research

- importance of price in brand selection

- pricing policies

- product line pricing

- product line pricing

- price elasticity of demand

- initiating and responding to price changes

Problem Solving Research (Cont.)

•Promotional Research

-optimal promotional budget

-sales promotion relationship

-optimal promotional mix

-optimal promotional mix

-copy decisions

-media decisions

-creative advertising testing

-claim substantiation

-evaluation of advertising effectiveness

Problem Solving Research (Cont.)

Distribution Research

- determ

ine type of distribution

- determ

ine type of distribution

- attitudes of channel members

- intensity of wholesale and retail coverage

- channel margins

- location of retail and wholesale outlets

Figure 1.4 The Marketing Research Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Form

ulating a Research Design

Step 3: Form

ulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Uncontrollable

Environmental

Factors

•E

conom

y•Technolo

gy

•C

om

petition

•Law

s a

nd

Regula

tion

•S

ocia

l and

Customer Groups

•C

onsum

ers

•E

mplo

yees

•C

hannel M

em

bers

•S

upplie

rs

Marketing

Controllable

Marketing

Variables

•P

roduct

•P

ricin

g

•P

rom

otion

•D

istrib

ution

Figure 1.5 The Role of Marketing Research in Marketing Decision M

aking

•S

ocia

l and

Cultura

l Facto

rs•P

olit

ical Facto

rs

Assessing

Inform

ation

Needs

Marketing

Research

Marketing Managers

•M

ark

et S

egm

enta

tion • M

ark

eting P

rogra

ms

•Targ

et M

ark

et S

ele

ction • P

erform

ance a

nd

Control

Marketing

Decision

Making

Providing

Inform

ation

The Information Value

Chain

Figure 1.6 The Inform

ation Value Chain

Data

Information

Data

with

struct

ure

Knowledge

Info

rmatio

n e

ndowed

with

meanin

g

Decision

Making

Pro

cess

es

Outc

om

es

Implementing

Action

Exp

ertise

in m

easu

rem

ent

Figure 1.7 Marketing Research Industry: Supplier and Services

Researc

h

Supplie

rs

Inte

rnal

Exte

rnal

Lim

ited S

erv

ice

Full

Serv

ice

Oth

er Serv

ices

Fie

ld S

erv

ices

Custo

miz

ed

Serv

ices

Syndic

ate

d

Serv

ices

Inte

rnet

Serv

ices

Marketing Research Suppliers & Services

•Internal suppliers

•External suppliers

–Full-service suppliers

•Syndicated services

•Standardized services

•Customized 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

�W

hat is

the reputa

tion o

f th

e s

upplie

r?

�D

o they c

om

ple

te p

roje

cts

on s

chedule

?

�Are

they k

now

n for m

ain

tain

ing e

thic

al sta

ndard

s?

�Are

they fle

xib

le?

�Are

their researc

h p

roje

cts

of hig

h q

ualit

y?

�W

hat kin

d a

nd h

ow

much e

xperience d

oes the s

upplie

r �

What kin

d a

nd h

ow

much e

xperience d

oes the s

upplie

r have? H

as the firm

had e

xperience w

ith p

roje

cts

sim

ilar

to this

one?

�D

o the s

upplie

r's p

ers

onnel have b

oth

technic

al and

non-technic

al expertis

e?

�C

an they c

om

munic

ate

well

with the c

lient?

Com

petitive b

ids s

hould

be o

bta

ined a

nd c

om

pare

d o

n

the b

asis

of qualit

y a

s w

ell

as p

rice.

Careers in Marketing Research

•C

are

er opportunitie

s a

re a

vaila

ble

with m

ark

eting

researc

h firm

s (e.g

., A

C N

iels

en, Burk

e, In

c., M

/A/R

/C)

•C

are

ers

in b

usin

ess a

nd n

on-b

usin

ess firm

s a

nd

agencie

s w

ith in-h

ouse m

ark

eting researc

h d

epartm

ents

(e.g

., P

rocte

r & G

am

ble

, C

oca-C

ola

, AT &

T, th

e F

edera

l

Tra

de C

om

mis

sio

n, U

nited S

tate

s C

ensus B

ure

au)

Tra

de C

om

mis

sio

n, U

nited S

tate

s C

ensus B

ure

au)

•Advertis

ing a

gencie

s (e.g

., B

BD

O Inte

rnational, O

gilv

y &

Math

er, J

. W

alter Thom

pson, Young &

Rubic

am

)

•Positio

ns: vic

e p

resid

ent of m

ark

eting researc

h, re

searc

h

directo

r, a

ssis

tant directo

r of re

searc

h, pro

ject m

anager,

field

work

directo

r, s

tatisticia

n/d

ata

pro

cessin

g s

pecia

list,

senio

r analy

st, a

naly

st, junio

r analy

st, a

nd o

pera

tional

superv

isor.

Selected Marketing Research Career Descriptions

Vice President of Marketing

Research

•Part of company’s top

management team

•Directs company’s entire market

research operation

Research Director

•Also part of senior

management

•Heads the development

and execution of all

research projects

•Sets the goals & objectives of the

marketing research department

Assistant Director of Research

•Administrative assistant to director

•Supervises research staff members

SeniorProjectManager

•Responsible for design, implementation, &

research projects

Analyst

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

Statistician/Data Processing

Selected Marketing Research Career Descriptions

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

Statistician/Data Processing

•Serves as expert on theory and

application on statistical techniques

•Oversees experimental design, data

processing, and analysis

Preparation for a Career in Marketing Research

•Take a

ll th

e m

ark

eting c

ours

es y

ou c

an.

•Take c

ours

es in s

tatistics a

nd q

uantita

tive m

eth

ods.

•Acquire Inte

rnet and c

om

pute

r skills. K

now

ledge o

f

pro

gra

mm

ing languages is a

n a

dded a

sset.

pro

gra

mm

ing languages is a

n a

dded a

sset.

•Take c

ours

es in p

sycholo

gy a

nd c

onsum

er behavio

r.

•Acquire e

ffective w

ritten a

nd v

erb

al com

munic

ation

skills.

•Thin

k c

reatively

. C

reativity a

nd c

om

mon s

ense

com

mand a

pre

miu

m in m

ark

eting researc

h.

Internal

Billing,

Production,

and Other

Records

Decision

Marketing

Inform

ation

Systems

Figure 1.8 The Development of MIS and DSS

=External

Market

Inform

ation

+

Expert Systems

Decision

Support

Systems

MIS

•Structured problems

Figure 1.9 Marketing Inform

ation Systems (MIS)

vs.

Decision Support Systems (DSS)

DSS

•Unstructured problems

•Use of reports

•Inform

ation

displaying restricted

•Can improve

decision making by

clarifying new data

•Use of models

•Adaptability

•Can improve decision

making by using “what

if” analysis

Figure 1.10 Stakeholders in Marketing Research:

An Ethical Perspective

Clie

nt

Mark

eting

Researc

her

Public

Respondents

Domestic

AA

PO

R: A

merican A

ssocia

tion for P

ublic

Opin

ion R

esearc

h

(ww

w.a

apor.org

)

AM

A: A

merican M

ark

eting A

ssocia

tion (w

ww

.am

a.o

rg)

AR

F: The A

dvertis

ing R

esearc

h F

oundation (w

ww

.am

ic.c

om

/arf)

Marketing Research Associations Online

AR

F: The A

dvertis

ing R

esearc

h F

oundation (w

ww

.am

ic.c

om

/arf)

CA

SR

O: The C

ouncil

of A

merican S

urv

ey R

esearc

h O

rganiz

ations

(ww

w.c

asro

.org

)

MR

A: M

ark

eting R

esearc

h A

ssocia

tion (w

ww

.mra

-net.org

)

QR

CA

: Q

ualit

ative R

esearc

h C

onsultants

Associa

tion

(ww

w.q

rca.o

rg)

RIC

: R

esearc

h Industry C

oalit

ion (w

ww

.researc

h industry.

org

)