GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 3 docx

The Marketing Research Industry Ch 3 2 The Marketing Research Industry: Evolution of the Industry • Charles Coolidge Parlin is known as the “father of marketing research.” Ch 3 3 The Marketing Research Industry: Evolution of the Industry • Parlin conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company. • The purpose of Parlin’s research was to increase advertising for The Saturday Evening Post magazine. Ch 3 4 Growth of the Need for Marketing Research • The Industrial Revolution led to manufacturers producing goods for distant markets. • Manufacturers needed to know about faraway consumers. • This led to the growing need for marketing research. Ch 3 5 The Marketing Research Industry Today • World Revenues – The marketing research industry today accounts for about $21.5 billion spent annually. – The top 25 firms can be found in the report Honomichl Global Top 25 (See page 44.) – The top 50 U.S. firms can be found in the Honomichl Top 50. (See page 46.) Ch 3 6 Honomichl Top 25 Ch 3 7 Honomichl Top 50 Ch 3 8 Classifying Firms in the Marketing Research Industry • Research Suppliers – Internal Suppliers – External Suppliers • Limited Service Suppliers • Full Service Suppliers Ch 3 9 The Marketing Research Industry Classification of Marketing Research Suppliers May or may not be a formal department Outside firm hired to perform some sort of marketing research Can perform all marketing research functions for the client Can perform only limited marketing research functions for the client Syndicated data service firms collect information that is made available to multiple subscribers. Standardized service firms provide syndicated marketing research services, as opposed to syndicated data, to clients. Customized service firms offer a variety of research services that are tailored to meet the client’s specific needs. Online research services firms specialize in providing services online. Ch 3 10 Industry Structure: Internal Suppliers • Internal suppliers: an entity within the firm supplies marketing research • Methods of Organization – Own formal departments: organized around: • Marketing function: ad research, product research, pricing research, channel… • Research process: data analysis, data collection… • Area of application: brands, customers [...]... service – Limited service Ch 3 13 Where to Find External Research Suppliers • www.greenbook.org • www.quirks.com • www.bluebook.org Ch 3 14 Challenges to the Marketing Research Industry • Marketing researchers should focus on diagnosing problems in the market… need for portability led to Walkman, Watchman • Marketing researchers should speed up marketing research by using IT • Marketing researchers should... Ch 3 28 Why are Ethical Issues Problematic? Marketing Research Situation or Practice Deontologist says… Teleologist says… Unethical No problem Wrong! Okay if it helps folks Unethical Okay if it gets to the truth Mystery shopper Frugging Disguised survey Ch 3 29 Marketing Research Code of Ethics • • • • CASRO: MRA: ESOMAR: PMRS: Ch 3 www.casro.org www.mra-net.org www.esomar.nl www.pmrs-aprm.com 30 Ethical... data • Treating clients, suppliers & the public unfairly Ch 3 31 Ethical Issues with Respondents • Respondent cooperation has been going down • Marketing researchers should: – Eliminate or keep deception to a minimum – If promised, guarantee anonymity or confidentiality – Fight invasions of privacy such as telemarketing and SPAM Ch 3 32 Panels • Marketing research companies are making greater use of panels... telephone numbers of others he or she thinks should take part in the survey Ethical - snowball sampling, referral sampling Ch 3 21 Is this Ethical? 3 A door-to-door salesman finds that by telling people that he is conducting a survey, they are more likely to listen to his sales pitch Unethical – sugging What is frugging? Ch 3 22 Is this Ethical? 4 The cover letter of a mail questionnaire says that it will... • Panel Equity, the value of having access to a large number of consumers willing to cooperate in studies, will increase in the future Ch 3 33 Some Internet Sites About Careers in Marketing Research • Quirk’s • www.burke.com • Occupational Outlook Handbook Ch 3 34 ... anonymous Ch 3 25 Is this Ethical? 7 In the appendix of the final report, the researcher lists the names of all respondents who took part in the survey, and places an asterisk beside the names of those who indicated agreement to be contacted by the client's sales personnel Ethical…They agreed to this Ch 3 26 Ethical Issues with Online Surveys • Spam surveys… Illegal! • Opt-In vs Opt-Out Ch 3 27 Why are... www.mra-net.org, and see menu item “Certification.” Ch 3 17 Other Suggestions for Industry Improvements • Auditing…being used in other areas, i.e Advertising…audits websites via Audit Bureau of Circulations • Education…MR industry has made much progress here Examples include AMA’s Notre Dame School of Marketing Research, Burke Institute, Advertising Research Foundation seminars, etc Ch 3 18 Some Ethical Marketing. .. approach…avoid being “silos” of isolated information Ch 3 15 Challenges to the Marketing Research Industry • Marketing researchers should expand their strategic impact get away from standard reports & get involved in strategic issues • Other criticisms – lack of creativity, too survey oriented, lack of understanding of real problems, lack of concern for respondents Ch 3 16 Suggested Improvement: Certification •... committee – No responsibility assigned Ch 3 11 Industry Structure: External Suppliers • External suppliers: outside firms hired to fulfill a firm’s marketing research needs • Methods of Organization: – Function: data analysis & collection… – Type of research application: ad research… – Geography: domestic, international… – Types of customers, finance, health 12 – Ch 3 Combination of the above Industry Structure:... pretests have shown that at least fifteen minutes are needed to fill it out Unethical as “few” is vague Ch 3 23 Is this Ethical? 5 Telephone interviewers are instructed to assure the respondent of confidentiality only if the respondent asks about it Ethical as long as confidentiality is true Ch 3 24 Is this Ethical? 6 A client insists on inspecting the completed questionnaires to assess their validity, . The Marketing Research Industry Ch 3 2 The Marketing Research Industry: Evolution of the Industry • Charles Coolidge Parlin is known as the “father of marketing research.” Ch 3 3 The Marketing. faraway consumers. • This led to the growing need for marketing research. Ch 3 5 The Marketing Research Industry Today • World Revenues – The marketing research industry today accounts for about. be found in the Honomichl Top 50. (See page 46.) Ch 3 6 Honomichl Top 25 Ch 3 7 Honomichl Top 50 Ch 3 8 Classifying Firms in the Marketing Research Industry • Research Suppliers – Internal