C1. What Comprises Marketing Research

7/23/2019 C1. What Comprises Marketing Research

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Marketing ResearchMarketing Research

What is marketing research?What is marketing research?

Kyungdo ParkKyungdo Park



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Today’s learning objectivesToday’s learning objectives

What is marketing research and what is itsWhat is marketing research and what is its

role in marketingrole in marketing

Dierent ty!es o organi"ation o marketingDierent ty!es o organi"ation o marketingresearchresearch

Two trends in marketing researchTwo trends in marketing research



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Discussion #ssuesDiscussion #ssues

$%What is marketing management’s task? What is$%What is marketing management’s task? What ismarketing research’s task? What is the relationmarketing research’s task? What is the relationbetween the two tasks?between the two tasks?

&% Discuss whether marketing research would be valuable&% Discuss whether marketing research would be valuableor the ty!es o organi"ations that ollow% # you believeor the ty!es o organi"ations that ollow% # you believethat marketing research would be valuable' describe inthat marketing research would be valuable' describe indetail how it would be used to aid in decision makingdetail how it would be used to aid in decision making

a(a( )ank)ank

b(b( * retail shoe store with only one outlet* retail shoe store with only one outletc(c( * Mercedes dealershi! in +*? #n ,-?* Mercedes dealershi! in +*? #n ,-?

d(d( The .nglish De!artment at /ogang university The .nglish De!artment at /ogang university



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0uestion0uestion

What is marketing research ?What is marketing research ?

frequent shopper datafrequent shopper data focus groupsfocus groups

database marketingdatabase marketing

customer satisfaction studiescustomer satisfaction studies

Examples of marketing research ?Examples of marketing research ?



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Reresh memoriesReresh memories

unctional marketing strategiesunctional marketing strategies

TargetCustomers

&

Positioning

Promotion

Product

PricePlace

It all starts with …



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Marketing environment andMarketing environment and

marketing management !rocessmarketing management !rocess

Competitors

MarketingIntermediaries

PublicsSuppliers

M a r k e

t i n g

A n a l y s i s

M a r k e

t i n g

I m

p l e m

e n t a t i o n

M a r k e t i n g

P l a n n i n g

M a r k e t i n g

C o n t r o l

TargetCustomers

Product

Place Price

Promotion

Demographic-Economic

Enironment

Technological-!atural

Enironment

Political-"egal

Enironment

Social-Cultural

Enironment

Macro environment

Microenvironment



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Marketing researchMarketing research

a deinitiona deinition

customers, publics, and marketing environment

what?

how?

to whom?

function

marketer

links what?

information

marketing opportunities problems

generate, rene and evaluate

performance

information

Marketing research is the

which links

to the

through

!his

" identif# and de$ne

%

& monitor marketing

and

marketing actions

is used to



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data

data collection

anal#ses

anal#sis of data

1our ty!es o involvement1our ty!es o involvement

information

speci$cation ofinformation

needed

interpretation

interpretation ofresults

marketing problems and opportunities

marketing research



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Marketing research activitiesMarketing research activities

' Business Economic and Corporate Research " Industr#(market characteristics and trends

% 'cquisition(diversi$cation studies

& Market share anal#ses

) Internal emplo#ee studies *morale,communication, etc+

%-

./

0.

1%

2 Pricing

" 3ost anal#sis % 4rice anal#sis

& 4rice elasticit#

) 5emand anal#sis6

a+ market potential

b+ sales potential

c+ sales forecasts . 3ompetitive pricing anal#ses

.1

..

.7

10

1.

1"1"

3 Product

" 3oncept development and testing

% 2rand name generation and testing

& !est market

) 4roduct testing of existing products

. 4ackaging design studies

7 3om etitive roduct studies

10

..

..

7&

)0

.)



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5 Distribution " 4lant(warehouse location studies % 3hannel performance studies & 3hannel coverage studies ) Expert and international studies

%.-&&"&%

1017010/1

0/0)

8 Buying Behavior " 2rand preference % 2rand attitudes & 4roduct satisfaction ) 4urchase behavior . 4urchase intentions

7 2rand awareness 1 9egmentation studies

E Promotion " Motivation research % Media research & 3op# research ) 'dvertising e:ectiveness testing

a+ prior to marketplace airing b+ during marketplace airing . 3ompetitive advertising studies 7 4ublic image studies 1 9ales force compensation studies 0 9ales force quota studies 9ales force territor# structure

"/ 9tudies of premiums, coupons, deals,etc

.71/70

7177)&7.&)%0&%

)1



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0uestion20uestion2

3ow would23ow would2

;gilv# < Mather;gilv# < Mather3iti2ank3iti2ank

9ogang =niv9ogang =niv

8ord8ord

involve in marketing researchinvolve in marketing research



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Who does marketing research?Who does marketing research?

advertising agencies

$nancial servicecompanies

nonpro$torgani>ations

manufacturers of

industrial products

manufacturers of

consumer products

1. Organizations for which core business isnot related to marketing research

2. Organizations for which marketingresearch is core business



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Marketing research in organi"ationsMarketing research in organi"ations

manufacturers of consumerproducts

$nancial services


health services

retailing(wholesaling

nonpro$t

utilities

all others

having formal department one 4erson no oneassigned

proportion

manufacturers of industrialproducts

manufacturers ofpublishing and broadcasting



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Who does marketing research?Who does marketing research?


$nancial servicecompanies

nonpro$torgani>ations

manufacturers of

industrial products

manufacturers of

consumer products

1. Organizations for which core business isnot related to marketing research

marketing research$rms

consulting $rms government agencies

2. Organizations for which marketingresearch is core business



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To! &4To! &4

Marketing research agenciesMarketing research agencies

0 200 400 600 800 1000 1200 1400 1600 1800

Roper Starch Worldwide Inc.

J.D. ower ! "##ociate#

$pinion Re#earch %orp.

&ar'etin( Intelli(ence %orp. )*o'+o,

*he -D ro/p

ideo Re#earch td. )*o'+o,

&ar'etin( act#

&arti3 &ar'etin( Re#earch

*he "ritron %o.

We#tat

Ip#o# ro/p S" )ari#,

5nited Inor7ation ro/p )ondon,

ro/p )-/re7er(,

-iel#en &edia Re#earch

-$ Worldw ide

Inor7ation Re#o/rce#

*a+lor -el#on Sore# )ondon,

*he antar ro/p

I&S 9ealth

"%-iel#en

Total #eenues in Millions o$ Dollars

International

Do7e#tic

Nielsen

Kantar

!"

#

http://www.nielsen.com/

http://www.kantargroup.com/companies/

http://www.imshealth.com/ims/portal/pages/homeFlash/us/0,2764,6599,00.html

http://www.infores.com/default.htm

http://www.infores.com/default.htm

http://www.imshealth.com/ims/portal/pages/homeFlash/us/0,2764,6599,00.html

http://www.kantargroup.com/companies/

http://www.nielsen.com/



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5rgani"ational orms5rgani"ational orms

small and large com!aniessmall and large com!anies

small companies

larger companies

b# area of application

marketing function*) 4@s+

research technique

brand

segment

product line

product

promotions

pricing

place

t#picall# one person

sales models

questionnairedesign



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level o centrali"ationlevel o centrali"ation

one marketing departmentper division?

one marketing departmentat headquarters?

AB

MC dept MC dept MC dept

division division division

AB


'dvantage6better focus on division@s markets,

practices and problems

economies of scale

better control

'dvantage6

MC dept



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level o centrali"ationlevel o centrali"ation

trend is combinationeg, =nilever Cesearch Daboratories

AB

MC dept MC dept MC dept


MC dept



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lobali>ation of businesseslobali>ation of businesses

Few internet specialistsFew internet specialists

Eg,Eg, IntelliquestIntelliquest

MediaMetrixMediaMetrix

Extension of servicesExtension of services'3'3Fielsen Fielsen ICIICI

Electronic marketing research companiesElectronic marketing research companies

Cesearch '2;=! the InternetCesearch '2;=! the Internet

internet usageinternet usage

eg, on web browsing,eg, on web browsing,

design of websitesdesign of websites

Cesearch ;F the InternetCesearch ;F the InternetInternet is vehicleInternet is vehicle

Electronic marketing researchElectronic marketing research

Two trendsTwo trends

% ;nline marketing research% ;nline marketing research

9hifted focus on9hifted focus on

global researchglobal research

issuesissues

InterculturalIntercultural

di:erences posedi:erences pose

challengeschallenges

" International marketing research" International marketing research

http://www.intelliquest.com/solutions/


http://www.comscore.com/metrix/xpc.asp


http://www.acnielsen.com/







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Pre!arationsPre!arations

6 Read cha!ter & o 78#Read cha!ter & o 78#

C1. What Comprises Marketing Research

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