1he MarkeLlng 8esearch

lndusLry
1he MarkeLlng 8esearch lndusLry
LvoluLlon of Lhe lndusLry
Charles Coolldge arlln ls known as
Lhe faLher of markeLlng research"
Ch 3 2
1he MarkeLlng 8esearch lndusLry
LvoluLlon of Lhe lndusLry
arlln conducLed Lhe flrsL conLlnuous
markeLlng research ln Lhe early 1900s for Lhe
CurLls ubllshlng Company
1he purpose of arlln's research was Lo
lncrease adverLlslng for 1be 5ototJoy veoloq
lost magazlne
Ch 3 3
rowLh of Lhe need for MarkeLlng
8esearch
1he lndusLrlal 8evoluLlon led Lo manufacLurers
produclng goods for dlsLanL markeLs
ManufacLurers needed Lo know abouL faraway
consumers
1hls led Lo Lhe growlng need for markeLlng
research
Ch 3 4
1he MarkeLlng 8esearch lndusLry
1oday
World 8evenues
1he markeLlng research lndusLry Loday
accounLs for abouL $213 bllllon spenL
annually
1he Lop 23 flrms can be found ln Lhe reporL
Ponomlchl lobal 1op 23
1he Lop 30 uS flrms can be found ln Lhe
Ponomlchl 1op 30
Ch 3 5
Ponomlchl 1op 23
Ch 3 6
Ponomlchl 1op 30
Ch 3 7
Classlfylng llrms ln Lhe MarkeLlng
8esearch lndusLry
8esearch Suppllers
lnLernal Suppllers
LxLernal Suppllers
LlmlLed Servlce Suppllers
lull Servlce Suppllers
Ch 3 8
lndusLry SLrucLure
lnLernal Suppllers
lnLernal suppllers an enLlLy wlLhln Lhe flrm
supplles markeLlng research
MeLhods of CrganlsaLlon
Cwn formal deparLmenLs organlsed
around
MarkeLlng funcLlon ad research producL
research prlclng research channel
8esearch process daLa analysls daLa
collecLlon
Area of appllcaLlon brands cusLomers
Ch 3 9
lndusLry SLrucLure
lnLernal Suppllers
MeLhods of CrganlsaLlon
Slngle lndlvldual or commlLLee
no responslblllLy asslgned
Ch 3 10
lndusLry SLrucLure
LxLernal Suppllers
LxLernal suppllers ouLslde flrms hlred Lo fulflll
a flrm's markeLlng research needs
MeLhods of CrganlsaLlon
luncLlon daLa analysls collecLlon
1ype of research appllcaLlon ad research
eography domesLlc lnLernaLlonal
1ypes of cusLomers flnance healLh
ComblnaLlon of Lhe above
Ch 3 11
lndusLry SLrucLure
LxLernal Suppllers
ClasslflcaLlon
lull servlce
LlmlLed servlce
Ch 3 12
Where Lo llnd LxLernal 8esearch
Suppllers
wwwgreenbookorg
wwwqulrkscom
wwwbluebookorg
Ch 3 13
Challenges Lo Lhe MarkeLlng 8esearch
lndusLry
MarkeLlng researchers should focus on
dlagnoslng problems ln Lhe markeLneed for
porLablllLy led Lo Walkman WaLchman
MarkeLlng researchers should speed up
markeLlng research by uslng l1
MarkeLlng researchers should Lake an
lnLegraLlve approachavold belng sllos" of
lsolaLed lnformaLlon
Ch 3 14
Challenges Lo Lhe MarkeLlng 8esearch
lndusLry
MarkeLlng researchers should expand Lhelr
sLraLeglc lmpacLgeL away from sLandard
reporLs geL lnvolved ln sLraLeglc lssues
CLher crlLlclsms lack of creaLlvlLy Loo survey
orlenLed lack of undersLandlng of real
problems lack of concern for respondenLs
Ch 3 15
SuggesLed lmprovemenL CerLlflcaLlon
lor several years cerLlflcaLlon has been
debaLed
1he M8A sLarLed a cerLlflcaLlon programme ln
lebruary 2003
rofesslonal 8esearcher CerLlflcaLlon go Lo
wwwmraneLorg and see menu lLem
CerLlflcaLlon"
Ch 3 16
CLher SuggesLlons for lndusLry
lmprovemenLs
AudlLlngbelng used ln oLher areas le
AdverLlslngaudlLs webslLes vla AudlL 8ureau
of ClrculaLlons
LducaLlonM8 lndusLry has made much
progress here Lxamples lnclude AMA's noLre
uame School of MarkeLlng 8esearch 8urke
lnsLlLuLe AdverLlslng 8esearch loundaLlon
semlnars eLc
Ch 3 17
Some LLhlcal MarkeLlng 8esearch
SlLuaLlons Class Lxerclses
Ch 3 18
ls Lhls LLhlcal?
1 A research company decldes Lo leave a
message on prospecLlve respondenLs'
answerlng machlnes Lelllng Lhem LhaL lf Lhey
call back ln Lhe nexL 24 hours Lhey wlll
recelve a valuable prlze lf Lhey Lake parL ln a
survey
Ch 3 19
Ethical as long as true
ls Lhls LLhlcal?
2 upon compleLlon of an lnLervlew Lhe
respondenL ls asked Lo provlde Lhe names
and Lelephone numbers of oLhers he or she
Lhlnks should Lake parL ln Lhe survey
Ch 3 20
Ethical - snowball sampling,
referral sampling
ls Lhls LLhlcal?
3 A doorLodoor salesman flnds LhaL by Lelllng
people LhaL he ls conducLlng a survey Lhey
are more llkely Lo llsLen Lo hls sales plLch
Ch 3 21
&nethical sugging
What is frugging?
ls Lhls LLhlcal?
4 1he cover leLLer of a mall quesLlonnalre says
LhaL lL wlll only Lake a few mlnuLes Lo flll
ouL 8uL preLesLs have shown LhaL aL leasL
flfLeen mlnuLes are needed Lo flll lL ouL
Ch 3 22
&nethical as "few" is vague
ls Lhls LLhlcal?
3 1elephone lnLervlewers are lnsLrucLed Lo
assure Lhe respondenL of confldenLlallLy only
lf Lhe respondenL asks abouL lL
Ch 3 23
Ethical as long as confidentiality is
true
ls Lhls LLhlcal?
6 A cllenL lnslsLs on lnspecLlng Lhe compleLed
quesLlonnalres Lo assess Lhelr valldlLy buL
Lhe researcher suspecLs LhaL Lhe cllenL ls
really lnLeresLed ln flndlng ouL whaL speclflc
respondenLs sald abouL Lhe cllenL
Ch 3 24
&nethical if the survey is confidential
or anonymous
ls Lhls LLhlcal?
7 ln Lhe appendlx of Lhe flnal reporL Lhe
researcher llsLs Lhe names of all respondenLs
who Look parL ln Lhe survey and places an
asLerlsk beslde Lhe names of Lhose who
lndlcaLed agreemenL Lo be conLacLed by Lhe
cllenLs sales personnel
Ch 3 25
Ethical.They agreed to this.
LLhlcal lssues wlLh Cnllne Surveys
Spam surveys
CpLln vs CpLCuL
Ch 3 26
llegal!
Why are LLhlcal lssues roblemaLlc?
1wo compeLlng eLhlcal phllosophles
ueonLology holds LhaL lf an (any)
lndlvlduals rlghLs are vlolaLed Lhen Lhe
behavlor ls noL eLhlcal
1eleology says Lo [udge a glven behavlor
ln Lerms of lLs beneflLs and cosLs Lo
socleLy lf Lhere are lndlvldual cosLs buL
group beneflLs Lhen Lhere are neL galns
(versus neL losses) and Lhe behavlor ls
[udged Lo be eLhlcal
Ch 3 27
Why are LLhlcal lssues
roblemaLlc?
arketing Research
Situation or Practice
Deontologist
says.
Teleologist
says.
ystery shopper
Frugging
Disguised survey
Ch 3 28
Unethical No problem
Wrong!
Okay if it
helps folks
Unethical
Okay if it gets
to the truth
MarkeLlng 8esearch Code of LLhlcs
CAS8C wwwcasroorg
M8A wwwmraneLorg
LSCMA8 wwwesomarnl
M8S wwwpmrsaprmcom
Ch 3 29
LLhlcal lssues wlLh 8espondenLs
8espondenL cooperaLlon has been golng down
MarkeLlng researchers should
LllmlnaLe or keep decepLlon Lo a mlnlmum
lf promlsed guaranLee anonymlLy or
confldenLlallLy
llghL lnvaslons of prlvacy such as
LelemarkeLlng and SAM
Ch 3 30