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Opening Vignette
Experiential Learning
Fig
1.3
Marketing Research Process
Be an MR!
Fig
1.4
The Role of Marketing Research in Decision Making
Fig
1.5 The Information Value Chain for Marketing Research
Be a DM!
Fig
1.6
Opening Vignette
Experiential Learning
identification,
collection,
analysis,
dissemination, and
use of information
identification and
solution of problems and opportunities in marketing.
Figure 1.2 Defining Marketing Research
Identification of
Information
Needed
Identifying and
Solving Marketing
Collection of Problems
Data
Analysis of
Data
Dissemination of
Information
Use of
Information
Market Research
• Specifies the information necessary to address
these issues
Marketing
Research
Problem Problem
Identificatio Solving
n Research Research
SEGMENTATION RESEARCH
Product Research
- test concept
- determine optimal product design
- package tests
- product modification
- brand positioning and repositioning
- test marketing
- control store tests
Problem Solving Research (Cont.)
Pricing Research
• Promotional Research
- optimal promotional budget
- sales promotion relationship
- optimal promotional mix
- copy decisions
- media decisions
- creative advertising testing
- claim substantiation
- evaluation of advertising effectiveness
Problem Solving Research (Cont.)
Distribution Research
- determine 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
Customer Groups
• Consumers Controllable
Uncontrollable • Employees Marketing
Environmental • Channel Members Variables
Factors • Suppliers
• Economy • Product
• Technology • Pricing
• Competition • Promotion
• Laws and • Distribution
Regulation
• Social and Marketing
Cultural Factors
• Political Factors Research
Marketing Managers
• Market Segmentation • Marketing Programs
• Target Market Selection • Performance and
Control
Figure 1.6 The Information Value Chain
Research
Suppliers
Internal External
Full Service
Limited Service
Syndicated
Services Internet
Services
Customized Field Services Other Services
Services
Marketing Research Suppliers & Services
• 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?
Research Director
Vice President of Marketing
Research • Also part of senior
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
Internal
Billing, External Marketing
Production,
and Other
+ Market
Information
= Information
Systems
Records
Decision
Support
Systems
Expert Systems
Figure 1.9 Marketing Information Systems (MIS)
vs.
Decision Support Systems (DSS)
MIS DSS
• Structured problems • Unstructured problems
• Use of reports • Use of models
• Information • Adaptability
displaying restricted
• Can improve • Can improve decision
decision making by making by using “what
clarifying new data if” analysis
Figure 1.10 Stakeholders in Marketing Research:
An Ethical Perspective
Client
Marketing
Public
Researcher
Respondents
Marketing Research Associations Online
Domestic
AAPOR: American Association for Public Opinion Research
(www.aapor.org)
AMA: American Marketing Association (www.ama.org)
ARF: The Advertising Research Foundation (www.amic.com/arf)
CASRO: The Council of American Survey Research Organizations
(www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association
(www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)