1. The Marketing Research Industry and Research Ethics
CHAPTER 3
The Marketing Research Industry and Research Ethics
Copyright © 2000 by John Wiley & Sons, Inc.

2. Learning Objectives
1. To appreciate the structure of the marketing research industry.
2. To comprehend the nature of corporate marketing research departments.
3. To learn the various types of firms and their research functions in the market research industry.
4. To learn who uses marketing research.

3. Learning Objectives
5. To understand the growing importance of strategic partnering.
6. To appreciate the trends in global marketing research.
7. To review contemporary ethics in the marketing research industry.
8. To discover methods by which the level of professionalism in marketing research can be raised.

4. Level 1. Primary Information Users (Corporate Marketing Departments)
To learn about the various types of firms and their functions in research.
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 1. Primary Information Users (Corporate Marketing Departments)
The ultimate users of marketing research
Marketing research data is needed to:
1. determine how targets will react to alternative marketing mixes.
2. evaluate success of operational marketing strategies.
3. assess changes in the external environment.

5. 4. identify new target markets.
To learn about the various types of firms and their functions in research.
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
4. identify new target markets.
5. create new marketing mixes for new target markets.
Level 2: Information Users (Ad Agencies)
serves corporate clients
may be ultimate users of research data
main business: the development and execution of ad campaigns.

6. Level 3: Research Designers and Suppliers
To learn about the various types of firms and their functions in research.
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 3: Research Designers and Suppliers
sell research services
design research studies
analyze results
make recommendations to client
they design research, manage its execution, and buy data collection from other firms

7. Figure 3.1
The Marketing Research Industry

8. Level 4: Data Collectors
To learn about the various types of firms and their functions in research.
THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY
Level 4: Data Collectors
Field service firms collect data for:
syndicated research firms
custom research firms
ad agencies
corporations

9. Companies are conducting less research internally.
To learn about the various types of firms and their functions in research.
CORPORATE MARKETING RESEARCH DEPARTMENTS
Companies are conducting less research internally.
Our attention will be devoted to marketing departments found in the more sophisticated, larger companies.

10. Level 3: The Big Marketing Research Companies
To learn about the various types of firms and their functions in research.
THE MARKETING RESEARCH INDUSTRY
Level 3: The Big Marketing Research Companies
Four largest firms in the industry:
A. C. Nielsen Corporation
retail measurement services
IMS Health Incorporated
pharmacy and hospital audits

11. Information Resources Incorporates
To learn about the various types of firms and their functions in research.
THE MARKETING RESEARCH INDUSTRY
Information Resources Incorporates
tracks weekly sales and price for mass merchandisers
Nielsen Media Research
television industry

12. Level 3: Custom or Ad Hoc Research Firms
To learn about the various types of firms and their functions in research.
THE MARKETING RESEARCH INDUSTRY
Level 3: Custom or Ad Hoc Research Firms
One-of-a-kind marketing research projects
Level 3: Syndicated Service Firms
Collect and sell the same marketing research to many firms
Level 4: Field Service Firms
Data collection specialists on a subcontract basis for corporate marketing research departments

13. Specialized Service and Support Firms
To learn about the various types of firms and their functions in research.
THE MARKETING RESEARCH INDUSTRY
Specialized Service and Support Firms
Sample Generation
Secondary Data
Statistical Analysis
Other Organizations and Individuals
government agencies
university bureaus
professors

14. New product development, pricing Top Management’s Use of Research
To learn the uses of marketing research.
USERS OF MARKET RESEARCH
External Clients
Vendors
Franchisees
Internal Clients
New product development, pricing
Top Management’s Use of Research
Other Internal Users: engineers, manufacturing, finance, human resources, legal

15. Services provided may include: data collection tracking
To appreciate the trends in global marketing research.
THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH
In a strategic partnership, the client and research firm work together.
Services provided may include:
data collection
tracking
specialized research activity
Global Marketing Research Trends
International Marketing Research is Changing

16. Indications of a Lack of Professionalism in the Research Industry
To review contemporary ethics in the marketing research industry.
MAKING ETHICAL DECISIONS IN MARKETING RESEARCH
Indications of a Lack of Professionalism in the Research Industry
Push Polls
Sales Pitches Disguised as Research
Fostering Professionalism
The Efforts of CASRO
The Creation of CMOR
Is There a Need for Researcher Certification?

17. The End
Copyright © 2000 by John Wiley & Sons, Inc.