1. Introduction to Marketing Research
Chapter 1
Introduction to Marketing Research

2. Chapter Outline 1) Overview 2) Definition of Marketing Research
3) A Classification of Marketing Research
Marketing Research Process
Careers in Marketing Research

3. Redefining Marketing Research
The American Marketing Association (AMA) redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION

4. Definition of Marketing Research
A more thorough definition for this course:
Marketing 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

5. Classification of Marketing Research
Problem-Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future.
Example: conduct research on emerging trends in the market.
Problem-Solving Research
Research undertaken to help solve specific marketing problems.
Example: conducting research on your pricing strategy.

6. A Classification of Marketing Research
Problem
Identification Research
Problem-Solving Research
Market Potential Research
Market Share Research
Market Characteristics Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research

7. Problem-Solving Research
Determine the basis of customer segmentation
Through demographics, media preferences, product preferences, etc.
Establish market potential for various segments
Select target markets
E.g. high-end, tech-savvy, suburban customers aged
SEGMENTATION RESEARCH
Test product concept
Package tests
Product testing and modification
Brand positioning and repositioning
Test marketing
PRODUCT RESEARCH

8. Problem-Solving Research
PRICING RESEARCH
Pricing policies
Branding through pricing
Product line pricing
$ALE
PROMOTIONAL RESEARCH
Choosing the optimal promotional budget and mix
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
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APR

9. Problem-Solving Research
DISTRIBUTION RESEARCH
Determine the…
Proper types of distribution
Intensity of wholesale & resale coverage
Ideal location(s) of retail and wholesale outlets

10. Marketing Research Process
Step 1: Defining the Problem (Chapter 2)
Step 2: Developing an Approach to the Problem (Chapter 2)
Step 3: Formulating a Research Design (Chapter 3-12)
(Data desired, measurement decision, survey design, sampling decisions)
Step 4: Doing Field Work or Collecting Data (Chapter 13)
Step 5: Preparing and Analyzing Data (Chapters 14-21)
Step 6: Preparing and Presenting the Report (Chapter 23)

11. Step 1: Problem Definition
The researcher should take into account:
The purpose of the study
The relevant background information
The information needed
How it will be used in decision making
Involves discussion with decision makers, industry experts and focus groups

12. Step 2: Development of an Approach to the Problem
Formulating an objective or theoretical framework, analytical models, research questions and hypotheses
Guided by analysis of secondary data, qualitative research and pragmatic considerations

13. Step 3: Research Design Formulation
A blueprint for conducting the marketing research project
Designs a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide information for decision making
Involves questionnaire design and sampling process selection

14. Step 4: Fieldwork or Data Collection
Involves a field force or staff that operates either in the field, by personal interviewing, by telephone, through mail, or electronically
Proper selection, training, supervision, and evaluation of the field force help minimize data collection errors

15. Step 5: Data Preparation and Analysis
Includes the editing, coding, transcription, and verification of data
Each questionnaire or observation form is inspected or edited, and if necessary, corrected
Number or letter codes are assigned
Data are transcribed
Data are analyzed to derive information relating to the research problem

16. Step 6: Report Preparation and Presentation
Entire project documented in a written report that addresses the specific research questions identified
Describes the approach, design, data collection and analysis, and findings
Oral presentation made to management using table, figures, and graphs
These are used in the decision-making process

17. Real Research Case
Johnson & Johnson attempted to use its company name on baby aspirins
Although J&J baby products are perceived as gentle, gentleness is not what people want in a baby aspirin
Gentle aspirins may not be effective enough
Intuitively natural move but without proper research was a wrong decision

18. Vice President of Marketing Research
Selected Marketing Research Career Descriptions
Vice President of Marketing Research
Part of top management team
Directs company’s market research operation
Sets goals & objectives
Research Director
Part of senior management
Heads the development and execution of all research projects
Statistician/Data Processing
Oversees experimental design, data processing, and data analysis
Professor/ Post-doc
Conducts research for academic publication
Consults outside organizations on special projects
Fieldwork Director
Handles selection, training, supervision, and evaluation of interviewers and field workers

19. Careers in Marketing Research
Career opportunities are available with marketing research firms
e.g., AC Nielsen, Burke.
Careers in business and non-business firms with in-house marketing research departments
e.g., Procter & Gamble, Coca-Cola, the Federal Trade Commission, United States Census Bureau
Advertising agencies
e.g., Arnold Worldwide, Ogilvy & Mather, J. Walter Thompson
Universities
e.g., UMass, UNH, Northeastern, BU, Harvard, etc.

20. Top 10 U.S. Marketing Research Firms

21. Top Local Marketing Research Firms