Professional Documents
Culture Documents
1-1
Chapter Outline
1)
Overview
2)
3)
4)
5)
6)
7)
1-2
Chapter Outline
8)
9)
1-3
1-4
Monitor marketing
performance
Improve understanding
of marketing as a
process
2007 Prentice Hall
1-5
identification
collection
analysis
dissemination
and use of information
1-6
Market Research
1-7
Problem-Solving Research
Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
2007 Prentice Hall
1-8
Marketing Research
Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
2007 Prentice Hall
Problem-Solving
Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
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Problem-Solving Research
Table 1.1
SEGMENTATION RESEARCH
Determine the basis of segmentation
Establish market potential and
responsiveness for various
segments
Select target markets
Create lifestyle profiles:
demography, media, and
product image characteristics
PRODUCT RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
Control score tests
2007 Prentice Hall
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Problem-Solving Research
Table 1.1 cont.
0.00%
APR
PROMOTIONAL RESEARCH
Optimal promotional budget
PRICING RESEARCH
Pricing policies
$ALE
1-11
Problem-Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine
Types of distribution
Attitudes of channel members
1-12
: Problem Definition
Step 2
Step 3
Step 4
Step 5
Step 6
1-13
1-14
Customer Groups
Consumers
Employees
Shareholders
Suppliers
Controllable
Marketing
Variables
Marketing
Research
Product
Pricing
Promotion
Distribution
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Uncontrollable
Environmental
Factors
Economy
Technology
Laws &
Regulations
Social & Cultural
Factors
Political Factors
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control
2007 Prentice Hall
1-15
Solve Problem
Client
Needs
Option generation
Refine options
Decision
Find
Seek
Plan
Act
Achieve Goal
How We
Help
Research Evaluate
Clarify
Decisions Analysis Interpret
Facilitate
Advise
Market
Assist
Recommend Plan
Research Execution
1-16
Executive Board
Corporate Staff
Marketing
Information
ACNielsen
VNU Advisory
Services
BASES
Claritas
Spectra
Market Decisions
Media Measurement
& Information
Business
Information
Directories
Golden Pages
Gouden Gids
Paginas Amarelas
Paglni Auril
Promedia
Telkom Directory
Verizon Puerto Rico
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RESEARCH
SUPPLIERS
INTERNAL
FULL SERVICE
Syndicate
Services
Standardized
Services
Internet
Services
Customized
Services
EXTERNAL
LIMITED SERVICE
Branded
Products
and Services
Field
Services
Coding and
Data Entry
Services
Analytical
Services
Data
Analysis
Services
1-18
Rank
2004 2003
1
1
Organization
Headquarters
Website
($, in millions)
($, in millions)
revenue
VNU Inc.
New York
www.vnu.com
$1,794.4
$3,429.2
47.7%
Fairfield, Conn.
www.imshealth.com
571.0
$1,569.0
63.6
Westat Inc.
Rockville, Md.
www.westat.com
397.8
397.8
TNS U.S.
New York
www.tns-global.com
396.0
1,732.7
77.2
Chicago
www.infores.com
379.6
572.8
33.6
Fairfield, Conn.
www.kantargroup.com
365.7*
1,136.3*
67.8*
Arbitron Inc.
New York
www.arbitron.com
284.7
296.6
4.0
NOP World US
New York
www.nopworld.com
213
408.5
47.9
Ipsos
New York
www.Ipsos-na.com
193.9
752.8
74.2
10
10
Synovate
Chicago
www.synovate.com
193.5
499.3
61.3
11
Rochester, N.Y.
www.harrisinteractive.com
154.8
208.9
25.9
13
Rochester, N.Y.
www.harrisinteractive.com
116.7
155.4
24.9
20
Wirthin Worldwide
McLean, Va.
www.harrisinteractive.com
38.1
53.5
28.8
12
11
Maritz Research
Fenton, Mo.
www.maritzresearch.com
136.6
185.8
26.2
13
12
www.jdpower.com
133.5
167.6
20.4
14
14
www.npd.com
110.5
139.2
20.6
15
16
Nuremberg, Germany
www.gfk.com
93.0
834.6
88.9
16
15
Princeton, N.J.
www.opinionresearch.com
91.5
147.5
38.3
1-19
(Cont)
Table 1.2
U.S.
Rank Organization
2004 2003
17
17
Headquarters
Website
($, in millions)
$, in millions)
revenue
Los Angeles
www.lrwonline.com
67.2
77.7
13.5
18
18
Cambridge, Mass.
www.abtassociates.com
41.5
41.5
19
21
Livonia, Mich.
www.marketstrategies.com
37.9
39.5
4.1
20
22
Burke Inc.
Cincinnati
www.burke.com
37.1
43.4
14.5
21
30
Reston, Va.
www.comscore.com
34.9
34.9
22
24
31.1
34.5
9.9
23
25
www.knowledgenetworks.com
29.8
29.8
23
34
OTX Research
Los Angeles
www.otxresearch.com
29.8
29.8
25
23
www.icrsurvey.com
29.0
29.4
1.4
26
36
Cincinnati
www.directionsrsch.com
27.3
27.3
27
28
Lincoln, Neb.
www.nationalresearch.com
26.7
29.7
10.1
28
32
Cincinnati
www.mrsi.com
25.4
25.4
29
29
www.liebermanresearch.com
25.1
25.5
1.6
30
33
Chicago
www.pk-research.com
22.5
22.7
0.1
31
Philadelphia
www.nationalanalysts.com
22.3
22.3
32
Alexandria, VA
www.pos.org
21.2
21.2
1-20
(Cont)
Table 1.2
Headquarters
Website
($, in millions)
Indianapolis
www.walkerinfo.com
20.4
23.8
14.3
34
39
Tenafly, N.J.
www.pretesting.com
19.8
20.4
2.9
35
19
Chicago
www.crresearch.com
19.7
19.7
36
35
www.mktinsights.com
18.8
18.8
37
37
New York
www.datadw.com
18.3
20.7
11.6
38
41
New York
www.srbi.com
17.2
17.2
39
45
Cheskin
www.cheskin.com
16.5
19.0
13.2
40
38
www.rdagroup.com
15.4
17.0
9.4
41
47
Charleston, S.C.
www.marketinganalysts.com
15.2
15.6
2.6
42
46
Milwaukee
www.marketprobe.com
14.1
24.6
42.7
43
44
Dallas
www.savitzresearch.com
14.0
14.0
44
42
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
Cincinnati
www.marketvisionresearch.com 11.8
11.8
47
RTI-DFD Inc.
Stanfordd, Conn.
www.rti-dfd.com
11.5
11.5
48
www.qresearchsolutions.com
11.2
11.2
49
50
www.datarecognitioncorp.com
10.8
10.8
50
Rhinebeck, N.Y.
www.phoenixmi.com
10.6
10.6
$6,291.0
$13,307.7
52.7%
656.6
$737.7
11.0%
$6,947.6
$14,045.4
50.5%
Total
All other (138 CASRO companies not included in the Top 50) 3
Total (188 companies)
$, in millions)
revenue
*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
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Research Director
Also part of senior
management
Heads the
development and
execution of all
research projects
1-23
Analyst
Junior Analyst
Statistician/Data Processing
Fieldwork Director
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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DSS
MIS
Structured Problems
Use of Reports
Rigid Structure
Information Displaying
Restricted
Can Improve Decision Making
by Clarifying Data
Unstructured Problems
Use of Models
User Friendly Interaction
Adaptability
Can Improve Decision
Making by Using What if
Analysis
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ARF
MRA
QRCA
RIC
1-32
MRSA:
PMRS:
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