Marketing Test 1- Chapter 2

father of marketing research

Charles Coolidge Parlin

Purpose of Parlins research

to increase advertising for saturday evening post

1930s

marketing research becomes widespread as markets became geographically diverse and colleges began to teach courses in marketing research

1940s

statistical sampling (Alfred Politz) and focus groups (Robert Merton) introduced

1950s

computers introduced

1960s

marketing research seen as indispensable to track consumption in widespread markets

1970s

automation of data analysis

1980s

personal computers led to improvement of data analysis

1990s

increased globalization led to major changes in the marketing research industry inclding consolidation

2000s

new tchnologies (such as mobile device use) spur innovations

client-side research

organziations that supply their own marketing research information

internal suppliers

formal departments or individuals conduct research internally

DYI research

facilitated by internet, firms have access to secondary data, online surey platforms and better knwoledge of data analysis software such as SPSS

supply-side research

external suppliers hired to fufill a company’s marketing research needs

supplier or agency

firm specialiazing in makretingresearch that offers its services to buyers needing information to make more informed decisions

Full-service supplier firms

have the capability to conduct the entire marketing research project for buyer firms

limited-service supplier firms

specialize in one or, at most, a few marketing reserach activities

syndicated data services

analyze the trends and consumer behavior within an industry and sell to many companies (Neilsen, IRI, YouGov, Intage)

packaged services

use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction (Gfk, video research, LTD, Burke Inc.)

online research specialists

provide client services associated with measuring online consumer behavior and measurement or online data collected (Cornscore, Inc. Harris Interactive, Knwoledge Networks)

customized services

provide services customized to individual client’s needs (all major firms can do this)

industry or market segement specialists

specialize in a particular industry or a market segemnt (IMS Health, Inc., Westat Inc, Latin Facts Inc.)

qualatative

conduct reserach using methods such as focus groups, interviews, and shopping with consumers

mobile research

conduct research using mobile devices such as ipads or smartphones

sampling

use different smapling methods to draw samples to suit client’s research objectives)

neuromarketing

observe brain activity as consumers are exposed to stimuli such as packages or ads

marketing segmentation

determine firms’ target markets, locate these consumers, and determine other characteristics of these consumers, such as media habits

social media monitoring

monito for relevant buzz over social media and attatch meaning for companies and their brands

field services

collect data using a variety of methods: telephone, online, person to person, mail intercept

marketing research online communities

create and hsot marketing research online communities

Industry performance: industry revenues and profits

E S O M A R estimates worldwide revenues for the marketing research industry at $44 billion.

Top 25 firms generated more than $22 billion.

The largest marketing research companies (led by Nielsen) are truly international.

Revenues vary around the world.

challeneges facing marketing research

Need to incorporate innovative and evolving sources of data and methodologies

Need for the effective communication of results

Need for talented and skilled employees

indsutry initiatives

Best practices

Maintaining public credibility of research

Monitoring industry trends

Improving ethical conduct

improving ethical conduct

Industry standards and ethics

Certification of qualified professionals

Continuing education

Transparency Intiative

a program by the AAPOR to encourage the routine disclosure of methods used in research that is released to the public.