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Chapter 3
The Marketing
Learning Objective
The Marketing Research Industry
and Research
EthicsIndustry
Research
and Research Ethics
Copyright © 2000 by John Wiley & Sons, Inc.
CHAPTER
three
Chapter 3
Learning Objective
Learning Objectives
The Marketing Research Industry
and Research Ethics
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 learn who uses marketing research.
Chapter 3
Learning Objective
Learning Objectives
The Marketing Research Industry
and Research Ethics
5. To understand the growing importance of
strategic partnering.
6. To appreciate the trends in global marketing
research.
7. To review contemporary ethics in the
marketing research industry.
8. To discover methods by which the level of
professionalism in marketing research can be
raised.
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
EVOLVING
STRUCTURE
OF THE
MARKETING
RESEARCH
INDUSTRY
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.
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
EVOLVING
STRUCTURE
OF THE
MARKETING
RESEARCH
INDUSTRY
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.
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
EVOLVING
STRUCTURE
OF THE
MARKETING
RESEARCH
INDUSTRY
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
Figure 3.1
Chapter 3
The Marketing Research Industry
The Marketing Research Industry
and Research Ethics
Learning Objective
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
EVOLVING
STRUCTURE
OF THE
MARKETING
RESEARCH
INDUSTRY
Level 4: Data Collectors
Field service firms collect data for:
• syndicated research firms
• custom research firms
• ad agencies
• corporations
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
CORPORATE
MARKETING
RESEARCH
DEPARTMENTS
Companies are conducting less research
internally.
Our attention will be devoted to marketing
departments found in the more sophisticated,
larger companies.
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
MARKETING
RESEARCH
INDUSTRY
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
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
MARKETING
RESEARCH
INDUSTRY
• Information Resources Incorporates
tracks weekly sales and price for
mass merchandisers
• Nielsen Media Research
television industry
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
MARKETING
RESEARCH
INDUSTRY
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
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
To learn about the various
types of firms and their
functions in research.
THE
MARKETING
RESEARCH
INDUSTRY
Specialized Service and Support Firms
• Sample Generation
• Secondary Data
• Statistical Analysis
Other Organizations and Individuals
• government agencies
• university bureaus
• professors
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
USERS OF
MARKET
RESEARCH
To learn the uses of
marketing research.
External Clients
• Vendors
• Franchisees
Internal Clients
New product development, pricing
Top Management’s Use of Research
Other Internal Users: engineers,
manufacturing, finance, human resources,
legal
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
THE
GROWING
ROLE OF
STRATEGIC
PARTNERING
AND GLOBAL
RESEARCH
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
International Marketing Research is
Changing
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
MAKING
ETHICAL
DECISIONS IN
MARKETING
RESEARCH
To review contemporary
ethics in the marketing
research industry.
Indications of a Lack of Professionalism in
the Research Industry
Push Polls
Sales Pitches Disguised as Research
Fostering Professionalism
The Efforts of CASRO
The Creation of CMOR
Is There a Need for Researcher
Certification?
Chapter 3
Learning Objective
The Marketing Research Industry
and Research Ethics
The End
Copyright © 2000 by John Wiley & Sons, Inc.