Download Chapter One

Expectations for Class!
Success is communicating…
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What is important !
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Read your assignments completely
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Review ALL of your announcements:
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Material to make your life easier is there
Important info each week
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Read my email – I read yours…
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Read the Late Assignment Information:
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3 Silver Bullets…(No Penalty)
Need to communicate before Midnight on the day due!
Late assignment due by end of following week
Does NOT apply to Final Projects or Final Exams
Each Week runs from Wednesday to Tuesday @
Midnight
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Success in the Classroom
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APA – Use the Quick Reference in Doc
Sharing and Watch The Video:
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I will not accept assignments not in APA
No Excuses for loosing points
REFERENCES ARE REQUIRED – Minimum of 2
Discussions and Web Field Trips are
multiple questions:
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Make sure you are providing a complete
response
Use the example in the Announcements
References ARE REQUIRED – Minimum of 1
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What is Important to ME!
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Your SUCCESS, Plain and simple!
HOWEVER, you have to take
COMPLETE RESPONSIBILITY for your
actions in the classroom!
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Let’s Have Fun !
Introduction to Marketing Research
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Redefining Marketing Research
The American Marketing Association
(AMA) redefined Marketing Research
as:
The function which links the consumer, the
customer, and public to the marketer
through INFORMATION
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Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
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Definition of Marketing Research
Marketing research is the systematic and objective
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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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Market Research
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Specifies the information necessary to
address these issues
Manages and implements the data
collection process
Analyzes the results
Communicates the findings and their
implications
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Classification of Marketing Research
Problem Identification Research
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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 characteristics, sales
analysis, forecasting, and trends research.
Problem Solving Research
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Research undertaken to help solve specific
marketing problems. Examples: segmentation,
product, pricing, promotion, and distribution
research.
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A Classification of Marketing Research
Fig 1.1
Marketing Research
Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem Solving
Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
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Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to
the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and
Presentation
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The Role of Marketing Research
Fig 1.2
Customer Groups
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•
•
•
Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Environmental
Factors
Controllable
Marketing
Variables
Marketing
Research
•Product
•Pricing
•Promotion
•Distribution
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
•Economy
•Technology
•Laws &
Regulations
•Social & Cultural
Factors
•Political Factors
Selected Marketing Research
Career Descriptions
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Fig 1.4
Vice-President of Marketing Research: The senior position in
marketing research. The vice president (VP) is responsible for the
entire marketing research operation of the company and serves
on the top management team. This person sets the objectives and
goals of the marketing research department.
Research Director: Also a senior position. The research director has
the general responsibility for the development and execution of all
the marketing research projects.
Assistant Director of Research: Serves as an administrative assistant
to the director and supervises some of the other marketing
research staff members.
(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on
theory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
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Selected Marketing Research Career Descriptions
Fig 1.4 cont.
Research Director
Vice President of Marketing
Research
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• Also part of senior
management
Part of company’s top
• Heads the development
management team
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Directs company’s entire market
and execution of all
research operation
research projects
Sets the goals & objectives of the
marketing research department
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members
Senior Project Manager
• Responsible for design, implementation, &
research projects
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Selected Marketing Research Career Descriptions
Fig 1.4 cont.
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
Analyst
Statistician/Data Processing
• Handles details in execution of
project
• Designs & pretests questionnaires
• Conducts preliminary analysis of
data
• Serves as expert on theory and
application on statistical techniques
• Oversees experimental design, data
processing, and analysis
Junior Analyst
Fieldwork Director
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of data
• Handles selection, training,
supervision, and evaluation of
interviewers and field workers
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Careers in Marketing Research
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Career opportunities are available with marketing
research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)
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Careers in business and non-business firms and
agencies with in-house marketing research departments
(e.g., Procter & Gamble, Coca-Cola, AT & T, the Federal
Trade Commission, United States Census Bureau)
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Advertising agencies (e.g., BBDO International, Ogilvy &
Mather, J. Walter Thompson, Young & Rubicam)
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Positions: vice president of marketing research, research
director, assistant director of research, project manager,
field work director, statistician/data processing specialist,
senior analyst, analyst, junior analyst, and operational
supervisor.