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1、TheMarketingResearchIndustry,,Copyright2002South-Western/ThomsonLearning,CHAPTERtwo,,,LearningObjectives,1.Toappreciatethestructureofthemarketingresearchindustry.,2.Tocomprehendthenatureofcorporatemarketingresearchdepartments.,3.Tolearnthevarioustypesoffirmsandtheirresearchfunctionsinthemarketrese
2、archindustry.,4.TounderstandtheimpactoftheInternetonthemarketingresearchindustry.5.Tolearnwhousesmarketingresearch.,6.Tounderstandthegrowingimportanceofstrategicpartnering.,7.Toappreciatethetrendsinglobalmarketingresearch.,Level1.PrimaryInformationUsers(CorporateMarketingDepartments),Theultimateuser
3、sofmarketingresearchMarketingresearchdataisneededto:1.Determinehowtargetswillreacttoalternativemarketingmixes.2.Evaluatesuccessofoperationalmarketingstrategies.3.Assesschangesintheexternalenvironment.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Tolearnaboutthe
4、varioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,TheInternetImpact,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,,GeneralCategoriesofInstitutionsInvolvedinMarketingResearch,KraftGeneralFoods,,Insti
5、tution,Activities,Functions,andServices,Level1.Corporatemarketingdepartments,,,,Table2.1,Level2.Adagencies,Level3.Syndicatedservicefirms,Customoradhocresearchfirms,Level4.Fieldservicefirms,Specializedfirms,Others,J.WalterThompson,ACNeilson,MarketFacts,subcontract,specializedsupportservices,governmen
6、t,universities,,,,,,,,,,,,,,,,,,,,,,,,,,,Level1,,Level2,Level3,Level4,InformationUsers,ResearchDesignersandSuppliers,DataCollectors,Respondents,,Figure2.1,,TheStructureoftheMarketingResearchIndustry,4.Identifynewtargetmarkets.5.Createnewmarketingmixesfornewtargetmarkets.,Level2:InformationUsers(AdAg
7、encies),servescorporateclientsmaybeultimateusersofresearchdatamainbusiness:thedevelopmentandexecutionofadcampaigns.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level3:ResearchDesignersandSuppliers,sellresearchservicesdesignresearchstudiesanalyzeresultsmakereco
8、mmendationstoclienttheydesignresearch,manageitsexecution,andbuydatacollectionfromotherfirms,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Level4:DataCollectors,Fieldservicefirmscollectdatafor:syndicatedresearchfirmscustomresearchfirmsadagenciescorporations,Tolea
9、rnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,Only15percentofservicecompaniessuchasFederalExpressandDeltaAirlineshavemarketingdepartmentswithmorethat10employees.Companiesareconductinglessresearchinternally.Ourattentionwillbedevotedtomarketingdepartmentsfoundinthemore
10、sophisticated,largercompanies.,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,CorporateMarketingResearchDepartments,Level3:TheBigMarketingResearchCompanies,Fourlargestfirmsintheindustry:A.C.NielsenCorporationretailmeasurementservicesIMSHealthIncorporatedpharmacyandhospitalaudits,Tole
11、arnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,InformationResourcesIncorporatesTracksweeklysalesandpriceformassmerchandisersNielsenMediaResearch,Televisionindustry,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheMarketingResearchIndustry,Lev
12、el3:CustomorAdHocResearchFirms,One-of-a-kindmarketingresearchprojects,Level3:SyndicatedServiceFirms,Collectandsellthesamemarketingresearchtomanyfirms,Level4:FieldServiceFirms,Datacollectionspecialistsonasubcontractbasisforcorporatemarketingresearchdepartments,Tolearnaboutthevarioustypesoffirmsandthe
13、irfunctionsinresearch.,TheMarketingResearchIndustry,CybermarketingResearchFirms,GreenfieldOnline-claimstohavetheworld’slargestInternet-basedmarketingresearchpanel.Vividence-evaluatestheeffectivenessofwebsites.MediaMetrix-tracksthepopularityofwebsites.RelevantKnowledge,NetRatingsNielsonMediaResearch,
14、TheInternetImpact,Tounderstandtheimpactoftheinternetonthemarketingresearchindustry.,CyberSupportFirms,ToprovidesupportinconductingInternetsurveys.WebSurveyorCyberdata:TheInternetisChangingtheWayOld-LineMarketingResearchSupportOrganizationsDeliverTheirProductSurveySamplingIncorporated(SSI)Claritas,To
15、understandtheimpactoftheinternetonthemarketingresearchindustry,TheInternetImpact,OtherOrganizationsandIndividuals,Specialcontributionstomarketingresearchgovernmentagenciesuniversitybureausprofessors,TounderstandtheimpactoftheInternetonthemarketingresearchindustry.,TheInternetImpact,Tolearnwhousesmar
16、ketingresearch.,ExternalClients,VendorsFranchisees,InternalClients,Newproductdevelopment,pricingTopManagement’sUseofResearchOtherUsersofMarketingResearch,UsersofMarketingResearch,,Figure2.3,MarketingResearchCustomers,Logistics,Sales,AdvertisingandPromotion,NewProductDev.,BrandManagers,PricingCommitt
17、ee,ProductEngineers,Finance,Manufac-turing,Legal,H.R.Mgmt.,OtherDept.,SeniorMgmt.,MarketingDept.,Franchisees,CompanyVendors,External,UsersorCustomersofMarketingResearch,Internal,Tolearnaboutthevarioustypesoffirmsandtheirfunctionsinresearch.,TheEvolvingStructure,CorporateMarketingResearchDepartments,
18、TheMarketingResearchIndustry,TheInternetImpact,UsersofMarketingResearch,StrategicParterningandGlobalResearch,,Ford’sMarketingResearchonSampleNewTechnologyFeatures,Samplefeaturesareshownbelow:,,,,Table2.4,FingerprintPassiveEntry,NightVisionSystem,SunTrackingVisor,FrontImpactWarning,InfiniteDoorCheck,
19、SkinTemperatureSensor,Toappreciatethetrendsinglobalmarketingresearch.,GlobalMarketingResearchTrends,Inastrategicpartnership,theclientandresearchfirmworktogether.Servicesprovidedmayinclude:datacollectiontrackingspecializedresearchactivity,StrategicPartneringandGlobalResearch,SUMMARY,CorporateMarketingResearchDepartments,TheMarketingResearchIndustry,UsersofMarketingResearch,StrategicPartneringandGlobalResearch,TheEvolvingStructure,,,TheEnd,Copyright2002South-Western/ThomsonLearning,
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