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The Role of Marketing Research

Controllable

Marketing

ProductPricing

Promotion

Distribution

Variables

Marketing

Research

Marketing

Decision

Making

Providing

Information

Assessing

Information

Needs

Marketing Managers

Market Segmentation

Performance & Control

Target Market Selection

Marketing Programs

Uncontrollable

Environmental

Factors

Economy

Technology

Laws &Regulations

Social & CulturalFactors

Political Factors

Fig. 1.2 Consumers

Employees Shareholders

Suppliers

Customer Groups

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Organizational Chart for VNU

Executive BoardCorporate Staff

Marketing

Information

Media Measurement

& Information

Business

InformationDirectories

ACNielsen

VNU Advisory

Services

BASES

Claritas

Spectra

Market Decisions

Nielsen Media Research

Nielsen/Net Ratings

Nielsen Film

Entertainment

Nielsen Home

Entertainment

Nielsen Music

Nielsen Book

Nielsen Entertainment Intel

IMS

PERO/HIC

Scarborough

SRDS

VNU Business

Publications

VNU emedia &

Information Marketing

VNU Expositions

VNU Exhibitions Europe

Golden Pages

Gouden Gids

Paginas Amarelas

Paglni Auril

Promedia

Telkom Directory

Verizon Puerto Rico

Fig. 1.4

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U.S. Rank Organization Headquarters Website ($, in millions) ($, in millions) revenue

2004 2003

1 1 VNU Inc. New York www.vnu.com $1,794.4 $3,429.2 47.7%

2 2 IMS Health Inc. Fairfield, Conn. www.imshealth.com 571.0 $1,569.0 63.6

3 4 Westat Inc. Rockville, Md. www.westat.com 397.8 397.8

4 5 TNS U.S. New York www.tns-global.com 396.0 1,732.7 77.2

5 3 Information Resources Inc. Chicago www.infores.com 379.6 572.8 33.6

6 6 The Kantar Group Fairfield, Conn. www.kantargroup.com 365.7* 1,136.3* 67.8*

7 7 Arbitron Inc. New York www.arbitron.com 284.7 296.6 4.0

8 8 NOP World US New York www.nopworld.com 213 408.5 47.9

9 9 Ipsos New York www.Ipsos-na.com 193.9 752.8 74.2

10 10 Synovate Chicago www.synovate.com 193.5 499.3 61.3

11 Harris Interactive Inc. Rochester, N.Y. www.harrisinteractive.com 154.8 208.9 25.9

13 Harris Interactive Inc. Rochester, N.Y. www.harrisinteractive.com 116.7 155.4 24.9

20 Wirthin Worldwide McLean, Va. www.harrisinteractive.com 38.1 53.5 28.8

12 11 Maritz Research Fenton, Mo. www.maritzresearch.com 136.6 185.8 26.2

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

15 16 GfK Group USA Nuremberg, Germany www.gfk.com 93.0 834.6 88.9

16 15 Opinion Research Corp. Princeton, N.J. www.opinionresearch.com 91.5 147.5 38.3

Table 1.2

Top 50 U.S. Marketing Research Firms

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17 17 Lieberman Research Worldwide Los Angeles www.lrwonline.com 67.2 77.7 13.5

18 18 Abt Associates Inc. Cambridge, Mass. www.abtassociates.com 41.5 41.5

19 21 Market Strategies Inc. Livonia, Mich. www.marketstrategies.com 37.9 39.5 4.1

20 22 Burke Inc. Cincinnati www.burke.com 37.1 43.4 14.5

21 30 comScore Networks Inc. Reston, Va. www.comscore.com 34.9 34.9

22 24 MORPACE International Inc. Farmington Hills, Mich. www.morpace.com 31.1 34.5 9.9

23 25 Knowledge Networks Inc. Menlo Park, Calif. www.knowledgenetworks.com 29.8 29.8

23 34 OTX Research Los Angeles www.otxresearch.com 29.8 29.8

25 23 ICR/Int'l Communications Research Media, Pa. www.icrsurvey.com 29.0 29.4 1.4

26 36 Directions Research Inc. Cincinnati www.directionsrsch.com 27.3 27.3

27 28 National Research Corp. Lincoln, Neb. www.nationalresearch.com 26.7 29.7 10.1

28 32 Marketing Research Services Inc. Cincinnati www.mrsi.com 25.4 25.4

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

31 National Analysts Inc. Philadelphia www.nationalanalysts.com 22.3 22.3

32 Public Opinion Strategies LLC Alexandria, VA www.pos.org 21.2 21.2

U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue

2004 2003

Top 50 U.S. Marketing Research Firms (Cont)Table 1.2

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33 27 Walker Information Inc. Indianapolis www.walkerinfo.com 20.4 23.8 14.3

34 39 The PreTesting Co. Inc. Tenafly, N.J. www.pretesting.com 19.8 20.4 2.9

35 19 C&R Research Services Inc. Chicago www.crresearch.com 19.7 19.7

36 35 Flake-Wilkerson Market Insights Little Rock, Ark. www.mktinsights.com 18.8 18.8

37 37 Data Development Worldwide New York www.datadw.com 18.3 20.7 11.6

38 41 Schulman, Ronca & Bucuvalas Inc. New York www.srbi.com 17.2 17.2

39 45 Cheskin Redwood Shores, Calif. www.cheskin.com 16.5 19.0 13.2

40 38 RDA Group Inc. Bloomfield Hills, Mich. www.rdagroup.com 15.4 17.0 9.4

41 47 Marketing Analysts Inc. Charleston, S.C. www.marketinganalysts.com 15.2 15.6 2.6

42 46 Market Probe Inc. Milwaukee www.marketprobe.com 14.1 24.6 42.7

43 44 Savitz Research Cos. Dallas www.savitzresearch.com 14.0 14.0

44 42 The Marketing Workshop Inc. Norcross, Ga. www.mwshop.com 13.9 13.9

45 48 Ronin Corp. Princeton, N.J. www.ronin.com 13.5 13.9 2.9

46 49 MarketVision Research Inc. Cincinnati www.marketvisionresearch.com 11.8 11.8

47 RTI-DFD Inc. Stanfordd, Conn. www.rti-dfd.com 11.5 11.5

48 Q Research Solutions Inc. Old Bridge, N.J. www.qresearchsolutions.com 11.2 11.2

49 50 Data Recognition Corp. Maple Grove, Minn. www.datarecognitioncorp.com 10.8 10.8

50 Phoenix Marketing International Rhinebeck, N.Y. www.phoenixmi.com 10.6 10.6

Total $6,291.0 $13,307.7 52.7%

All other (138 CASRO companies not included in the Top 50)3 656.6 $737.7 11.0%

Total (188 companies) $6,947.6 $14,045.4 50.5%

*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

U.S. Rank Organization Headquarters Website ($, in millions) $, in millions) revenue2004 2003

Top 50 U.S. Marketing Research Firms (Cont)Table 1.2

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Selected Marketing Research

Career Descriptions

Vice President of Marketing Research: The senior position in marketingresearch. The vice president (VP) is responsible for the entire marketingresearch operation of the company and serves on the top managementteam. This person sets the objectives and goals of the marketing researchdepartment.

Research Director: Also a senior position. The research director has the generalresponsibility for the development and execution of all the marketingresearch projects.

Assistant Director of Research: Serves as an administrative assistant to thedirector and supervises some of the other marketing research staff

members.(Senior) Project Manager: Has overall responsibility for design,

implementation, and management of research projects.

Statistician/Data Processing Specialist: Serves as an expert on theory andapplication of statistical techniques. Responsibilities include experimental

design, data processing, and analysis.

Fig. 1.6

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Selected Marketing Research Career Descriptions

Vice President of Marketing Research

Part of companys top management

team

Directs companys entire market

research operation

Sets the goals & objectives of the

marketing research department

Research Director

Also part of senior

management

Heads the development

and execution of allresearch projects

Assistant Director of Research

Administrative assistant to director

Supervises research staff members

Senior Project Manager

Responsible for design, implementation, & research

projects

Fig. 1.6 cont.

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Analyst

Handles details in execution of project

Designs & pretests questionnaires

Conducts preliminary analysis of data

Junior Analyst

Secondary data analysis

Edits and codes questionnaires

Conducts preliminary analysis of data

Fieldwork Director

Handles selection, training, supervision,

and evaluation of interviewers and field

workers

Senior Analyst

Participates in the development of projects

Carries out execution of assigned projects

Coordinates the efforts of analyst, junior analyst, & other personnel in the

development of research design and data collection

Prepares final report

Fig. 1.6 cont.

Statistician/Data Processing

Serves as expert on theory and

application on statistical techniques

Oversees experimental design, data

processing, and analysis

Selected Marketing Research CareerDescriptions

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Marketing Research Suppliers & Services

Internal suppliers

External suppliers Full-service suppliers

Syndicated services

Standardized services Customized services

Internet services

Limited-service suppliers

Field services Coding and data entry services

Analytical services

Data analysis services

Branded marketing research products

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Criteria for Selecting a Research Supplier

What is the reputation of the supplier?

Do they complete projects on schedule?

Are they known for maintaining ethical standards?

Are they flexible?

Are their research projects of high quality?

What kind and how much experience does the supplierhave? Has the firm had experience with projects similarto this one?

Do the supplier's personnel have both technical and non-technical expertise?

Can they communicate well with the client?

Competitive bids should be compared on the basis ofquality as well as price.

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Careers in Marketing Research

Career opportunities are available with marketingresearch firms (e.g., AC Nielsen, Burke)

Careers in business and non-business firms and agencieswith in-house marketing research departments (e.g.,Procter & Gamble, Coca-Cola, the Federal TradeCommission, United States Census Bureau)

Advertising agencies (e.g., BBDO International, Ogilvy &Mather, J.Walter Thompson)

Positions: VP of marketing research, researchdirector/assistant director, project manager, field workdirector, statistician/data processing specialist,senior/junior analyst, and supervisor.

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A Sample of Marketing Research Jobs

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Preparation for a Career in Marketing Research

Take all the marketing courses you can.

Take courses in statistics and quantitative methods.

Acquire Internet and computer skills. Knowledge ofprogramming languages is an added asset.

Take courses in psychology and consumer behavior.

Acquire effective written and verbal communication skills.

Think creatively. Creativity and common sense command a

premium in marketing research.

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Domestic

AAPOR : American Association for Public Opinion Research

(www.aapor.org)

AMA : American Marketing Association (www.ama.org)

ARF : The Advertising Research Foundation(www.amic.com/arf)

CASRO : The Council of American Survey Research

Organizations (www.casro.org)

MRA : Marketing Research Association (www.mra-net.org)QRCA : Qualitative Research Consultants Association

(www.qrca.org)

RIC : Research Industry Coalition

(www.researchindustry.org)

Marketing Research Associations Online

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International

ESOMAR: European Society for Opinion and Marketing

Research (www.esomar.nl)

MRS: The Market Research Society (UK)

(www.marketresearch.org.uk)

MRSA: The Market Research Society of

Australia (www.mrsa.com.au)

PMRS: The Professional Marketing Research Society

(Canada) (www.pmrs-aprm.com)

Marketing Research Associations Online