營銷調(diào)研英文課件

1、Chapter 1Introduction and Early Phases of Market ResearchChapter Outline1) Overview2) Definition of Marketing Research3) A Classification of Marketing Research4) Marketing Research Process5) The Role of Marketing Research in Marketing Decision Making6) Marketing Research and Competitive Intelligence

2、7) The Decision to Conduct ResearchChapter Outline8)Marketing Research Suppliers and Services9)Selecting a Research Supplier10)Careers in Marketing Research 11)The Role of Marketing Research in MIS and DSS12)The Department Store Project13)International Marketing Research14)Ethics in Marketing Resear

3、ch15)SummaryRedefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as:The function that links the consumer, thecustomer, and public to the marketerthrough INFORMATIONUsed to identify and define market opportunities and problemsGenerate, refine, and evalua

4、te marketing performanceMonitor marketing performanceImprove understanding of marketing as a processInformationRedefining Marketing ResearchDefinition of Marketing ResearchMarketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information For the p

5、urpose of improving decision making related to the identification and solution of problems and opportunities in marketing.Market ResearchSpecifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and thei

6、r implicationsHelps managers use this information to make decisionsClassification of Marketing ResearchProblem-Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market p

7、otential, market share, image, market characteristics, sales analysis, forecasting, and trends research.Problem-Solving ResearchResearch undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.A Classification of Marketing

8、ResearchMarketing ResearchProblem Identification ResearchProblem-Solving ResearchMarket Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends ResearchSegmentation ResearchProduct ResearchPricing ResearchPromotion ResearchDist

9、ribution ResearchFig. 1.1Problem-Solving ResearchDetermine the basis of segmentationEstablish market potential and responsiveness for varioussegmentsSelect target markets Create lifestyle profiles:demography, media, and product image characteristicsSEGMENTATION RESEARCHTest concept Determine optimal

10、 product designPackage testsProduct modificationBrand positioning and repositioningTest marketingControl score testsPRODUCT RESEARCHTable 1.1Problem-Solving ResearchTable 1.1 cont.PRICING RESEARCHPricing policiesImportance of price in brand selectionProduct line pricingPrice elasticity of demandInit

11、iating and responding to price changes$ALEPROMOTIONAL RESEARCHOptimal promotional budgetSales promotion relationshipOptimal promotional mixCopy decisionsMedia decisionsCreative advertising testingEvaluation of advertising effectivenessClaim substantiation0.00%APRProblem-Solving ResearchTable 1.1 con

12、t.DISTRIBUTION RESEARCHDetermineTypes of distributionAttitudes of channel membersIntensity of wholesale & resale coverageChannel marginsLocation of retail and wholesale outletsMarketing Research ProcessStep 1:Problem DefinitionStep 2:Development of an Approach to the ProblemStep 3: Research Design F

13、ormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and PresentationMarketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting

14、 DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the ReportThe Role of Marketing ResearchControllableMarketingProductPricingPromotionDistributionVariablesMarketing ResearchMarketingDecisionMakingProvidingInformationAssessingInformationNeedsMarketing Managers Market Segmentat

15、ion Performance & ControlTarget Market Selection Marketing ProgramsUncontrollableEnvironmentalFactorsEconomyTechnologyLaws & RegulationsSocial & Cultural FactorsPolitical FactorsFig. 1.2ConsumersEmployeesShareholdersSuppliersCustomer GroupsClientNeedsFindSeekPlanActSolve ProblemAchieve GoalHow WeHel

16、pClarifyDecisionsResearchAnalysisEvaluateInterpretFacilitateRecommendMarketPlanResearchAdviseAssistExecutionOpportunity scanOption generationRefine optionsDecisionFig. 1.3Power Decisions Methodology Organizational Chart for VNUExecutive BoardCorporate StaffMarketing InformationMedia Measurement& Inf

17、ormationBusiness InformationDirectoriesACNielsenVNU Advisory ServicesBASESClaritasSpectraMarket DecisionsNielsen Media ResearchNielsen/Net RatingsNielsen Film EntertainmentNielsen Home EntertainmentNielsen MusicNielsen Book Nielsen Entertainment IntelIMSPERO/HICScarboroughSRDSVNU Business Publicatio

18、nsVNU emedia & Information MarketingVNU ExpositionsVNU Exhibitions EuropeGolden PagesGouden GidsPaginas AmarelasPaglni AurilPromediaTelkom DirectoryVerizon Puerto RicoFig. 1.4Marketing Research Suppliers & ServicesLIMITED SERVICEBrandedProductsand ServicesDataAnalysisServicesAnalyticalServicesCoding

19、 and Data Entry ServicesField ServicesFULL SERVICESyndicateServicesStandardizedServicesCustomizedServicesInternetServicesRESEARCHSUPPLIERSEXTERNALINTERNALFig. 1.5U.S. RankOrganizationHeadquartersWebsite($, in millions)($, in millions)revenue 2004 2003 1 1VNU Inc.New York$1,794.4 $3,429.247.7% 2 2IMS

20、 Health Inc.Fairfield, Conn.571.0$1,569.0 63.6 3 4Westat Inc.Rockville, Md.397.8397.8 4 5TNS U.S.New York396.01,732.777.2 5 3Information Resources Inc.Chicago379.6572.833.6 6 6The Kantar Group Fairfield, Conn. 365.7*1,136.3*67.8* 7 7Arbitron Inc.New York284.7296.64.0 8 8NOP World USNew York213408.54

21、7.9 9 9Ipsos New Yorkwww.I193.9752.874.2 10 10SynovateChicago193.5499.361.3 11 Harris Interactive Inc. Rochester, N.Y.154.8208.925.9 13Harris Interactive Inc.Rochester, N.Y.116.7155.424.9 20Wirthin WorldwideMcLean, Va.38.153.528.8 12 11Maritz ResearchFenton, Mo.136.6185.826.2 13 12J.D. Power and Ass

22、ociatesWestlake Village, Calif. 133.5167.620.4 14 14The NPD Group Inc.Port Washington, N.Y.110.5139.220.6 15 16GfK Group USANuremberg, Germany93.0834.688.9 16 15Opinion Research Corp.Princeton, N.J.91.5147.538.3Table 1.2Top 50 U.S. Marketing Research Firms 1717Lieberman Research WorldwideLos Angeles

23、67.277.713.5 1818Abt Associates Inc.Cambridge, Mass. 41.541.5 1921 Market Strategies Inc.Livonia, Mich.37.939.54.1 2022Burke Inc.Cincinnati37.143.414.5 2130comScore Networks Inc.Reston, Va.34.934.9 22 24MORPACE International Inc.Farmington Hills, Mich. 23 25Knowledge Networks Inc.Menlo P

24、ark, Calif.29.829.8 2334OTX ResearchLos Angeles29.829.8 2523ICR/Intl Communications ResearchMedia, Pa.29.029.41.4 2636Directions Research Inc.Cincinnati27.327.3 2728National Research Corp.Lincoln, Neb.26.729.710.1 2832Marketing Research Services Inc.Cincinnati25.425.4 29 29Lieberman Research GroupGr

25、eat Neck, N.Y. 3033Peryam & Knoll Research Corp.Chicago22.522.70.1 31National Analysts Inc.Philadelphia22.322.3 32Public Opinion Strategies LLCAlexandria, VA21.221.2U.S.RankOrganizationHeadquartersWebsite($, in millions) $, in millions)revenue 2004 2003Top 50 U.S. Marketing Research Firms

26、 (Cont)Table 1.2 3327Walker Information Inc.Indianapolis20.423.814.334 39The PreTesting Co. Inc.Tenafly, N.J.19.820.42.93519C&R Research Services Inc.Chicago19.719.736 35Flake-Wilkerson Market Insights Little Rock, Ark.18.818.837 37Data Development WorldwideNew York18.320.711.638 41Schulman, Ronca &

27、 Bucuvalas Inc.New York17.217.23945CheskinRedwood Shores, Calif.16.519.013.24038RDA Group Inc.Bloomfield Hills, Mich.15.417.09.44147Marketing Analysts Inc.Charleston, S.C.4246Market Probe Inc.Milwaukee14.124.642.74344Savitz Research Cos.Dallas14.014.044 42The Marketing Workshop Inc.Norcro

28、ss, Ga.13.913.945 48Ronin Corp.Princeton, N.J.13.513.92.94649MarketVision Research Inc.Cincinnati11.811.847RTI-DFD Inc.Stanfordd, Conn.11.511.548 Q Research Solutions Inc.Old Bridge, N.J.11.211.24950Data Recognition Corp.Maple Grove, Minn.10.810.850 Phoenix Marketing InternationalRhinebeck, N.Y.10.6

29、10.6 Total$6,291.0 $13,307.7 52.7% All other (138 CASRO companies not included in the Top 50)3656.6$737.7 11.0% Total (188 companies)$6,947.6 $14,045.4 50.5%*Estimated by Top 50 1U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. See indiv

30、idual company profiles for details. 2Rate of growth from year to year has been adjusted so as not to includerU.S.RankOrganizationHeadquartersWebsite($, in millions) $, in millions)revenue 2004 2003Top 50 U.S. Marketing Research Firms (Cont)Table 1.2Selected Marketing ResearchCareer DescriptionsVice

31、President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department.Research

32、 Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects.Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research s

33、taff members.(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data proce

34、ssing, and analysis.Fig. 1.6Selected Marketing Research Career DescriptionsVice President of Marketing ResearchPart of companys top management teamDirects companys entire market research operationSets the goals & objectives of the marketing research departmentResearch DirectorAlso part of senior man

35、agementHeads the development and execution of all research projectsAssistant Director of ResearchAdministrative assistant to directorSupervises research staff membersSenior Project ManagerResponsible for design, implementation, & research projectsFig. 1.6 cont.AnalystHandles details in execution of

36、projectDesigns & pretests questionnairesConducts preliminary analysis of dataJunior AnalystSecondary data analysisEdits and codes questionnairesConducts preliminary analysis of dataFieldwork DirectorHandles selection, training, supervision, and evaluation of interviewers and field workersSenior Anal

37、ystParticipates in the development of projectsCarries out execution of assigned projectsCoordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collectionPrepares final reportFig. 1.6 cont.Statistician/Data ProcessingServes as expert on th

38、eory and application on statistical techniquesOversees experimental design, data processing, and analysisSelected Marketing Research Career DescriptionsMarketing Research Suppliers & ServicesInternal suppliers External suppliers Full-service suppliers Syndicated servicesStandardized servicesCustomiz

39、ed servicesInternet services Limited-service suppliers Field servicesCoding and data entry services Analytical services Data analysis servicesBranded marketing research products Criteria for Selecting a Research SupplierWhat is the reputation of the supplier?Do they complete projects on schedule? Ar

40、e they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the suppliers personnel have both technical and non-technical ex

41、pertise? Can they communicate well with the client?Competitive bids should be compared on the basis of quality as well as price. Careers in Marketing ResearchCareer opportunities are available with marketing research firms (e.g., AC Nielsen, Burke)Careers in business and non-business firms and agenc

42、ies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, the Federal Trade Commission, United States Census Bureau)Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson) Positions: VP of marketing research, research director/assistant directo

43、r, project manager, field work director, statistician/data processing specialist, senior/junior analyst, and supervisor. A Sample of Marketing Research JobsPreparation for a Career in Marketing ResearchTake all the marketing courses you can.Take courses in statistics and quantitative methods.Acquire

44、 Internet and computer skills. Knowledge of programming languages is an added asset.Take courses in psychology and consumer behavior.Acquire effective written and verbal communication skills.Think creatively. Creativity and common sense command a premium in marketing research.Management Information Systems Vs. Decision Support Systems Unstructured Problems Use of Models User Friendly Interaction Adapt