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

2. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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 Objective Chapter 3 The Marketing Research Industry and Research Ethics 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. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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. To learn about the various types of firms and their functions in research.

5. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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. To learn about the various types of firms and their functions in research.

6. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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 To learn about the various types of firms and their functions in research.

7. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics Figure 3.1 The Marketing Research Industry

8. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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 To learn about the various types of firms and their functions in research.

9. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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. To learn about the various types of firms and their functions in research.

10. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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 To learn about the various types of firms and their functions in research.

11. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics THE MARKETING RESEARCH INDUSTRY Information Resources Incorporates tracks weekly sales and price for mass merchandisers Nielsen Media Research To learn about the various types of firms and their functions in research. television industry

12. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics 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 To learn about the various types of firms and their functions in research.

13. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics THE MARKETING RESEARCH INDUSTRY Specialized Service and Support Firms Sample Generation Secondary Data Statistical Analysis Other Organizations and Individuals government agencies university bureaus professors To learn about the various types of firms and their functions in research.

14. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics USERS OF MARKET RESEARCH To learn the uses of marketing 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. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH To appreciate the trends in global marketing research. Global Marketing Research Trends In a strategic partnership, the client and research firm work together. Services provided may include: data collection tracking specialized research activity International Marketing Research is Changing

16. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics MAKING ETHICAL DECISIONS IN MARKETING RESEARCH To review contemporary ethics in the marketing research industry. 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. Learning Objective Chapter 3 The Marketing Research Industry and Research Ethics The End Copyright © 2000 by John Wiley & Sons, Inc.