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Introduction and Early Phases of Market Research: 1-1 © 2007 Prentice Hall
Introduction and Early Phases of Market Research: 1-1 © 2007 Prentice Hall
Improve understanding
of marketing as a
process
© 2007 Prentice Hall 1-5
Definition of Marketing Research
Marketing research is the systematic and objective
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.
Problem-Solving Research
Research undertaken to help solve specific marketing
Problem Problem-Solving
Identification Research Research
SEGMENTATION RESEARCH
Determine the basis of segmentation
Establish market potential and
PRODUCT RESEARCH
responsiveness for various
segments Test concept
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act
Achieve Goal
RESEARCH
INTERNAL EXTERNAL
SUPPLIERS
Field Branded
Syndicate Internet Products
Services
Services Services and Services
13 12 J.D. Power and Associates Westlake Village, Calif. www.jdpower.com 133.5 167.6 20.4
14 14 The NPD Group Inc. Port Washington, N.Y. www.npd.com 110.5 139.2 20.6
22 24 MORPACE International Inc. Farmington Hills, Mich. www.morpace.com 31.1 34.5 9.9
29 29 Lieberman Research Group Great Neck, N.Y. www.liebermanresearch.com 25.1 25.5 1.6
30 33 Peryam & Knoll Research Corp. Chicago www.pk-research.com 22.5 22.7 0.1
34 39 The PreTesting Co. Inc. Tenafly, N.J. www.pretesting.com 19.8 20.4 2.9
38 41 Schulman, Ronca & Bucuvalas Inc. New York www.srbi.com 17.2 17.2 —
40 38 RDA Group Inc. Bloomfield Hills, Mich. www.rdagroup.com 15.4 17.0 9.4
All other (138 CASRO companies not included in the Top 50)3 656.6 $737.7 11.0%
*Estimated by Top 50 1U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. See individual company profiles for
details. 2Rate of growth from year to year has been adjusted so as not to includer
Standardized services
Customized services
Internet services
Limited-service suppliers
Field services
Analytical services
MIS DSS
Structured Problems
Unstructured Problems
Use of Reports
Use of Models
Rigid Structure
User Friendly Interaction
Information Displaying
Adaptability
Restricted Can Improve Decision
Can Improve Decision Making
Making by Using “What if”
by Clarifying Data
Analysis
International