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20 Education, Capabilities, Credibility & Impact 34 Appendix B – New Tools Used in the Last Year
The marketing organization is often responsible for conducting the research that influences many of these decisions. Housing
this responsibility in the marketing organization seems logical given the nature of the decisions the research influences.
However, “marketing” and “marketing research” are not interchangeable functions. While they are related, even a brilliant
marketing team isn’t necessarily equipped to properly conduct marketing research. There’s simply too much at stake for
marketing to lead research efforts and draw conclusions based on flawed methods and faulty assumptions. This is not to say
that the marketing organization can’t conduct marketing research effectively, but does it do so?
In a study sponsored by SurveyGizmo, Demand Metric partnered with the Marketing Research Association (MRA) to
provide a unique view of marketing research from two perspectives. The first is from the perspective of the marketing
community – CMOs, vice-presidents of marketing, directors of marketing and their teams that have marketing research on their
list of responsibilities. The second view comes from corporate marketing researchers who are members of the MRA whose
focus and specialty is marketing research.
As this report will reveal, there are differences in how these two groups approach conducting marketing research. By
comparing and contrasting the focus, methods, tools, importance and capabilities between these groups, marketers
will have data and parameters to help them become more effective marketing researchers.
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EXECUTIVE SUMMARY
Primary research for this study was done using a survey, and the data analysis provides these key findings:
The top two research focus areas for marketers and marketing researchers alike are Customers and the Market.
Marketing researchers serve a more balanced group of research initiators than do marketers, who primarily address their own
research needs.
It if far more common for marketers to conduct marketing research in small companies (30%) than larger ones (7%).
Marketing researchers conduct research far more frequently than marketers: 63% of marketing researchers conduct daily or
ongoing research, compared to just 15% of marketers.
In a ranking of tools used to conduct marketing research, statistical analysis tools are virtually tied for first place for
marketing researchers, but rank seventh for marketers.
Over three-fourths of marketers report that they don’t have the capabilities to tackle advanced marketing research questions.
Over 90% of both marketers and marketing researchers project their marketing research workload will stay the same
or increase in 2014 compared to 2013.
This report details the results and insights from the analysis of the study data. Data for this study was gathered using two
identical surveys, one of which was fielded to the Demand Metric marketing community, the other to members of the Marketing
Research Association. This approach created the opportunity to compare how these groups conduct marketing research. For
more details on the survey participants, please see the Appendix A.
MARKETING RESEARCH’S IMPORTANCE & FOCUS
Figure 1: 83% of marketers believe marketing research is moderately or very important to their
organizations, and 91% of marketing researchers feel this same way.
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MARKETING RESEARCH’S IMPORTANCE & FOCUS
Figure 2: More marketing researchers are focused on customers, product and service research
than are marketers.
When it comes to marketing research efforts, does the
Marketing Research Focus Areas focus between these groups differ? The survey presented
Marketing Researchers Marketers the following for participants to identify their research focus:
Our Playbooks are built with Stay on top of the marketing Industry professionals,
best practices in mind. They landscape and learn new skills. thought leaders, and Demand
contain proven processes Our on-demand video training Metric analysts share
and a detailed action plan courses will help you and your research results and best
that will help you achieve your team build effective marketing practices that will help you
objectives and deliver results. processes on more than 20 topics. achieve the best results.
Having clear insight into both key metrics Based on surveys conducted with our member
and what’s behind them is necessary to base, we share how your peers are tackling
improve your end results. Demonstrate a broad range of marketing topics in different
the value your marketing organization is formats such as Benchmark Reports, Solution
delivering with our tools and templates. Studies, Frameworks, and How-to Guides.
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