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Churchill Brown Suter
Basic Marketing Research

Chapter 1
Research
The Role of Marketing
 Learning Objectives

 Define marketing research

 Discuss different kinds of firms that conduct marketing

research

 List some of the skills that are important for careers in

marketing research

 List three (3) reasons for studying marketing research

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 Characteristics of Market Orientation

 Employees at all levels generate market intelligence

pertaining to current and future customer needs

 They share that intelligence across departments

 They develop organizational strategy based on this

intelligence

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 The Problem
 Marketers need information about the environments in
which they operate

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 Environments Affecting Marketing

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 Definition of Marketing Research

 The function that links the consumer to the marketer

through information – information used to identify and
define marketing problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and
improve understanding of marketing as a process

 Marketing research is the firm’s formal communication link

with the environment

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 Marketing Research Can Help Answer
Questions Regarding

 Planning

 Problem Solving

 Evaluation and Control

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 Could Marketing Research Be Used to
Investigate the Following? How?

 What is our product’s per unit profit margin?

 Are there more efficient channels of distribution for our products?

 Which brand name projects the image we want for our product?

 How many suppliers should we purchase from?

 What kinds of firms use our services?

 What is the most effective trade promotion program?

 What is our reputation with government regulatory agencies?

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 How Might These Organizations Use
Marketing Research?

 Outdoor ad firm  Steel manufacturer

 Local bank  Hospital

 Athletic department  Local church

 Alternative rock band  The Food and Drug

Administration

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 Who Does Marketing Research?

 Producers of Products and Services

 Advertising Agencies

 Marketing Research Companies

 Others

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 World’s 10 Largest Marketing Research
Firms
Worldwide Research
Rank/Organization Parent Country Revenue (U.S. $, in mil)
1. The Nielsen Co. U.S. $4,220.0
2. IMS Health Inc. U.S. 2,192.6
3. Taylor Nelson Sofres plc U.K. 2,137.2
4. GfK AG Germany 1,593.2
5. Kantar Group U.K. 1,551.4
6. Ipsos Group SA France 1,270.3
7. Synovate U.K. 867.0
8. IRI U.S. 702.0
9. Westat Inc. U.S. 467.8
10. Arbitron Inc. U.S. 352.1
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 Common Marketing Research Job
Titles
 Marketing Research Director

 Marketing Research Manager

 Statistician/Data Processing Specialist

 Senior Analyst

 Analyst

 Junior Analyst

 Field Work Director

 Full-time Interviewer
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 Important Skills in Marketing Research
Job

 Data collection
 Survey design
 Interviewer

 Data analysis
 Statistician
 Strong analytical skills

 Interpretation of data to produce information

 Strong conceptual skills
 Broad understanding of business and marketing
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 Why Study Marketing Research?

 Some students eventually become marketing researchers

 Everyone needs to be a smarter consumer of marketing

research

 Every manager needs to understand what marketing

research can and cannot do

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