learning objective chapter 3 the marketing research industry and research ethics chapter three the...
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Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
CHAPTER three
The Marketing
Research Industry
and Research Ethics
Copyright © 2000 by John Wiley & Sons, Inc.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
Learning Objectives
1. To appreciate the structure of the marketing research industry.
2. To comprehend the nature of corporate marketing research departments.
3. To learn the various types of firms and their research functions in the market research industry.
4. To learn who uses marketing research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
Learning Objectives
5. To understand the growing importance of strategic partnering.
6. To appreciate the trends in global marketing research.
7. To review contemporary ethics in the marketing research industry.
8. To discover methods by which the level of professionalism in marketing research can be raised.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 1. Primary Information Users (Corporate Marketing Departments)
The ultimate users of marketing research
Marketing research data is needed to:
1. determine how targets will react to alternative marketing mixes.
2. evaluate success of operational marketing strategies.
3. assess changes in the external environment.
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
4. identify new target markets.
5. create new marketing mixes for new target markets.
Level 2: Information Users (Ad Agencies)
• serves corporate clients
• may be ultimate users of research data
• main business: the development and execution of ad campaigns.
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 3: Research Designers and Suppliers
• sell research services
• design research studies
• analyze results
• make recommendations to client
• they design research, manage its execution, and buy data collection from other firms
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
Figure 3.1
The Marketing Research Industry
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 4: Data Collectors
Field service firms collect data for:
• syndicated research firms
• custom research firms
• ad agencies
• corporations
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
CORPORATE MARKETING RESEARCH DEPARTMENTS
CORPORATE MARKETING RESEARCH DEPARTMENTS
Companies are conducting less research internally.
Our attention will be devoted to marketing departments found in the more sophisticated, larger companies.
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE MARKETING RESEARCH INDUSTRY
THE MARKETING RESEARCH INDUSTRY
Level 3: The Big Marketing Research Companies
Four largest firms in the industry:
• A. C. Nielsen Corporation
retail measurement services
• IMS Health Incorporated
pharmacy and hospital audits
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE MARKETING RESEARCH INDUSTRY
THE MARKETING RESEARCH INDUSTRY
• Information Resources Incorporates
tracks weekly sales and price for mass merchandisers
• Nielsen Media Research
To learn about the various types of firms and their functions in research.
television industry
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE MARKETING RESEARCH INDUSTRY
THE MARKETING RESEARCH INDUSTRY
Level 3: Custom or Ad Hoc Research Firms
One-of-a-kind marketing research projects
Level 3: Syndicated Service Firms
Collect and sell the same marketing research to many firms
Level 4: Field Service Firms
Data collection specialists on a subcontract basis for corporate marketing research departments
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE MARKETING RESEARCH INDUSTRY
THE MARKETING RESEARCH INDUSTRY
Specialized Service and Support Firms
• Sample Generation
• Secondary Data
• Statistical Analysis
Other Organizations and Individuals
• government agencies
• university bureaus
• professors
To learn about the various types of firms and their functions in research.
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
USERS OF MARKET RESEARCH
USERS OF MARKET RESEARCH
To learn the uses of marketing research.
External Clients
• Vendors
• Franchisees
Internal Clients
New product development, pricing
Top Management’s Use of Research
Other Internal Users: engineers, manufacturing, finance, human resources, legal
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH
THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH
To appreciate the trends in global marketing research.
Global Marketing Research Trends
In a strategic partnership, the client and research firm work together.
Services provided may include:
• data collection
• tracking
• specialized research activity
International Marketing Research is Changing
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
MAKING ETHICAL DECISIONS IN MARKETING RESEARCH
MAKING ETHICAL DECISIONS IN MARKETING RESEARCH
To review contemporary ethics in the marketing research industry.
Indications of a Lack of Professionalism in the Research Industry
Push Polls
Sales Pitches Disguised as Research
Fostering Professionalism
The Efforts of CASRO
The Creation of CMOR
Is There a Need for Researcher Certification?
Learning ObjectiveLearning ObjectiveChapter 3Chapter 3
The Marketing Research Industry and Research Ethics
The End
Copyright © 2000 by John Wiley & Sons, Inc.