市场营销研究：应用导向 malhotra01

1、Chapter OneIntroduction to Marketing Research11-2Chapter Outline1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Nature of Marketing Research6) Marketing Research Suppliers and Services7) Selecting a Research Supplier8) Career

2、s in Marketing Research1-3Chapter Outline9)The Role of Marketing Research in MIS and DSS10) The Department Store Project11) Marketing Research Associations Online12) Summary1-4Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as:The function which li

3、nks the consumer, thecustomer, and public to the marketerthrough INFORMATION1-5Used to identify and define market opportunities and problemsGenerate, refine, and evaluate marketing performanceMonitor marketing performanceImprove understanding of marketing as a processRedefining Marketing Research1-6

4、Definition of Marketing ResearchMarketing research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.1-7Market Rese

5、archSpecifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and their implications1-8Classification of Marketing ResearchProblem Identification ResearchnResearch undertaken to help identify problems wh

6、ich are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.Problem Solving ResearchnResearch undertaken to help solve specific marketing

7、problems. Examples: segmentation, product, pricing, promotion, and distribution research. 1-9A Classification of Marketing ResearchMarketing ResearchProblem Identification ResearchProblem Solving ResearchMarket Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis Rese

8、archForecasting ResearchBusiness Trends ResearchSegmentation ResearchProduct ResearchPromotion ResearchDistribution ResearchFig 1.11-10Problem Solving Research Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyl

9、e profiles: demography, media, and product image characteristicsSEGMENTATION RESEARCH Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Control score tests PRODUCT RESEARCHTable 1.11-11Problem Solving ResearchTable 1.1

10、 cont.PRICING RESEARCH Pricing policies Importance of price in brand selection Product line pricing Price elasticity of demand Initiating and responding to price changes$ALEPROMOTIONAL RESEARCH Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decis

11、ions Creative advertising testing Evaluation of advertising effectiveness Claim substantiation0.00%APR1-12Problem Solving ResearchTable 1.1 cont.DISTRIBUTION RESEARCHDetermine Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of

12、retail and wholesale outlets1-13Marketing Research ProcessStep 1: Problem DefinitionStep 2: Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation1-14The Role of

13、Marketing ResearchControllableMarketingProductPricingPromotionDistributionVariablesMarketing ResearchMarketingDecisionMakingProvidingInformationAssessingInformationNeedsMarketing Managers Market Segmentation Performance & Control Target Market Selection Marketing ProgramsUncontrollableEnvironmen

14、talFactorsEconomyTechnologyLaws & RegulationsSocial & Cultural FactorsPolitical FactorsCustomer Groups Employees ShareholdersSuppliers ConsumersFig 1.21-15Marketing Research Suppliers & ServicesLIMITED SERVICEBrandedProductsand ServicesDataAnalysisServicesAnalyticalServicesCoding and Dat

15、a Entry ServicesField ServicesFULL SERVICESyndicateServicesStandardizedServicesCustomizedServicesInternetServicesRESEARCHSUPPLIERSEXTERNALINTERNALFig 1.31-16Top 50 U.S. Marketing Research FirmsU.S. rankWorldwide research Non-U.S. researchPercent2001 2000revenues*revenues*non-U.S.($, in millions)($,

16、in millions)revenues1 2VNU, Inc.New Y$2,400.00 $1,100.00 45.80%2 3IMS Health, Inc.Fairfield, C1,171.00702603 4Information Resources, Inc.C555.9135.624.44 6The Kantar GroupFairfield, C962.3663.268.95 5Westat, Inc.Rockville, M285.86 7Arbitron, Inc.New Y7 NOP World USNew Y8 8 NFO

17、 WorldGroupGreenwich, C452.9289.9649 9 Market Facts, Inc.Arlington Heights, I189.733.517.710 11 Taylor Nelson Sofres USAL166.916.49.811 11Maritz ResearchFenton, MO181.754.63012 23IpsosNew Y204.391.444.713 15J.D. Power and AssociatesWestlake Village, C12818.714.614 14Opinion Research Corp.Princeton,

18、N.J133.642.231.615 10The NPD Group, Inc.Port Washington, N.Y101.71312.816 17Jupiter Media Metrix, Inc.New Y85.817.22017 18Harris Interactive, Inc.Rochester, N.Y75.410.513.918 20Abt Associates, Inc.Cambridge, M62.89.41519 19C&R Research Services, Inc.C43.620 22Wirthlin WorldwideMcLean, V46.87.215

19、.421 24Lieberman Research WorldwideLos A43.14.31022 25Burke, Inc.C45.511.224.623 21MORPACE International, Inc.Farmington Hills, M48.315.932.924 26Market Strategies, Inc.Livonia, M25 30GfK Custom Research, Inc.MOrganizationHeadquartersWeb site1-17Top 50 U.S. Marketing Research Fir

20、msU.S. rankWorldwide research Non-U.S. researchPercent2001 2000revenues*revenues*non-U.S.($, in millions)($, in millions)revenues26 32ICR/Intl Communications ResearchMedia, P28.80.3127 29M/A/R/C ResearchIrving, T24.50.5228 31Elrick & Lavidge Marketing ResearchTucker, G22.929 36RDA Group, Inc.Blo

21、omfield Hills, M263.613.830 33Lieberman Research GroupGreat Neck, N.Y31 Knowledge Networks, Inc.Menlo Park, C21.432 34Walker InformationI26.85.520.533 37National Research Corp.Lincoln, N17.734 38Directions Research, Inc.C16.735 48Marketing and Planning Systems, Inc. Waltham, M36

22、 Alliance Research, Inc.Crestview Hills, K15.437 40Data Development Corp.New Y38 46Marketing Analysts, Inc.Charleston, S.C39 Marketing Research Services, Inc.C14.340 43Greenfield Online, Inc.Wilton, C14.241 42Greenfield Consulting Group, Inc.Westport, C140.1142 45Savitz Research

23、CompaniesD13.243 44The PreTesting Co., Inc.Tenafly, N.J44 39Schulman, Ronca, & Bucuvalas, Inc.New Y45 49CheskinRedwood Shores, Calif. 14.33.12246 The Marketing Workshop, Inc.Norcross, G10.647 Symmetrical Holdings, Inc.Deerfield Beach, F10.448 comScore Networks, Inc.Reston, V1

24、048 MarketVision Research, Inc.C1050 47The B/R/S Group, Inc.San Rafael, C10.92.220OrganizationHeadquartersWeb site1-18Selected Marketing ResearchCareer DescriptionsVice-President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire m

25、arketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department.Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all th

26、e marketing research projects.Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.S

27、tatistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.Fig 1.41-19Selected Marketing Research Career DescriptionsVice President of Marketing ResearchPart of companys

28、top management teamDirects companys entire market research operationSets the goals & objectives of the marketing research departmentResearch DirectorAlso part of senior managementHeads the development and execution of all research projectsAssistant Director of ResearchAdministrative assistant to

29、 directorSupervises research staff membersSenior Project ManagerResponsible for design, implementation, & research projectsFig 1.4 cont.1-20Analyst Handles details in execution of project Designs & pretests questionnaires Conducts preliminary analysis of dataJunior Analyst Secondary data ana

30、lysis Edits and codes questionnaires Conducts preliminary analysis of dataFieldwork DirectorHandles selection, training, supervision, and evaluation of interviewers and field workersSenior Analyst Participates in the development of projects Carries out execution of assigned projects Coordinates the

31、efforts of analyst, junior analyst, & other personnel in the development of research design and data collection Prepares final reportFig 1.4 cont.Statistician/Data Processing Serves as expert on theory and application on statistical techniques Oversees experimental design, data processing, and a

32、nalysisSelected Marketing Research Career Descriptions1-21Marketing Research Suppliers & ServicesnInternal suppliers nExternal suppliers nFull-service suppliers nSyndicated servicesnStandardized servicesnCustomized servicesnInternet services nLimited-service suppliers nField servicesnCoding and

33、data entry services nAnalytical services nData analysis servicesnBranded marketing research products 1-22Criteria 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

34、their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the suppliers personnel have both technical and non-technical expertise? Can they communicate well with the client?Competitive bids sho

35、uld be obtained and compared on the basis of quality as well as price. 1-23Careers in Marketing ResearchnCareer opportunities are available with marketing research firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C) nCareers in business and non-business firms and agencies with in-house marketing research

36、 departments (e.g., Procter & Gamble, Coca-Cola, AT & T, the Federal Trade Commission, United States Census Bureau)nAdvertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam) nPositions: vice president of marketing research, research directo

37、r, assistant director of research, project manager, field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst, and operational supervisor. 1-24A Sample of Marketing Research Jobs1-25Preparation for a Career in Mktg. ResearchnTake all the marketing courses you can.nTake courses in statistics and quantitative methods.nAcquire Internet and computer skills. Knowledge of programming languages