Marketing Research

What is marketing research?

Kyungdo Park

Todays learning objectives

What

is marketing research and what is its

role in marketing
Different types of organization of marketing
research
Two trends in marketing research

Discussion Issues
1.What is marketing managements task? What is
marketing researchs task? What is the relation
between the two tasks?
2. Discuss whether marketing research would be valuable
for the types of organizations that follow. If you believe
that marketing research would be valuable, describe in
detail how it would be used to aid in decision making
a) Bank
b) A retail shoe store with only one outlet
c) A Mercedes dealership in LA? In NY?
d) The English Department at Sogang university
3

Question

Examples
marketing
research
What is of
marketing
research
? ?

frequent shopper data

focus groups
customer satisfaction studies

database marketing

Refresh memories
functional marketing strategies
It all starts with

Product

Place

Target
Customers
&
Positioning

Price

Promotion

Marketing environment and

marketing management process
Macro environment
Marketing
Intermediaries

PoliticalLegal
Environment

g
tin
ke ol
ar tr
M Con

Micro
environment

Place

Target
Customers
Promotion

Competitors

Publics

Price
Im Ma
pl rk
em et
en ing
ta
tio
n

Suppliers

Product

TechnologicalNatural
Environment
g
tin g
k e in
ar n
M lan
P

M
An ark
al et i
ys ng
is

DemographicEconomic
Environment

SocialCultural
Environment

Marketing research
a definition
Marketing research is the
what?
links what?
to whom?
how?

function which links

customers, publics, and marketing environment
to the marketer
through information.
This informationis used to
1. identify and define
marketing opportunities
and problems
2. generate, refine and evaluate
marketing actions
3. monitor marketing
performance
7

Four types of involvement

marketing problems and opportunities

data

analyses

information

interpretation

marketing research
data collection

analysis of data

specification of
information
needed

interpretation of
results
8

Marketing research activities

A. Business Economic and Corporate Research
1. Industry/market characteristics and trends
2. Acquisition/diversification studies
3. Market share analyses
4. Internal employee studies (morale,
communication, etc.)
B. Pricing
1. Cost analysis
2. Price analysis
3. Price elasticity
4. Demand analysis:
a) market potential
b) sales potential
c) sales forecasts
5. Competitive pricing analyses
C. Product
1. Concept development and testing
2. Brand name generation and testing
3. Test market
4. Product testing of existing products
5. Packaging design studies
6. Competitive product studies

92%
50
85
72

57
55
56
78
75
71
71
78
55
55
63
48
54

D. Distribution
1. Plant/warehouse location studies
2. Channel performance studies
3. Channel coverage studies
4. Expert and international studies
E. Promotion
1. Motivation research
2. Media research
3. Copy research
4. Advertising effectiveness testing
a) prior to marketplace airing
b) during marketplace airing
5. Competitive advertising studies
6. Public image studies
7. Sales force compensation studies
8. Sales force quota studies
9. Sales force territory structure
10. Studies of premiums, coupons, deals,
etc.
F. Buying Behavior
1. Brand preference
2. Brand attitudes
3. Product satisfaction
4. Purchase behavior
5. Purchase intentions
6. Brand awareness
7. Segmentation studies

25%
39
31
32
56
70
68
67
66
43
65
34
28
32
47
78
76
87
80
79
80
84

10

Question
How would
Sogang Univ.
Ogilvy & Mather
CitiBank
Ford

involve in marketing research

11

Who does marketing research?

1. Organizations for which core business is
not related to marketing research
manufacturers of
industrial products
financial service
companies
advertising agencies

manufacturers of
consumer products
nonprofit
organizations

2. Organizations for which marketing

research is core business

12

Marketing research in organizations

having formal department

one Person

no one
assigned

manufacturers of consumer
products
manufacturers of industrial
products
financial services
manufacturers of
publishing and broadcasting
advertising agencies
health services
retailing/wholesaling
non-profit
utilities
all others

proportion

13

Who does marketing research?

1. Organizations for which core business is
not related to marketing research
manufacturers of
industrial products
financial service
companies
advertising agencies

manufacturers of
consumer products
nonprofit
organizations

2. Organizations for which marketing

research is core business
consulting firms

government agencies

marketing research
firms

14

Top 20
Marketing research agencies
ACNielsen

Nielsen

IMS Health

IMS
Kantar

The Kantar Group

Taylor Nelson Sof res (London)

IRI

Inf ormation Resources

NFO Worldw ide
Nielsen Media Research
Gf K Group (Nuremberg)
United Inf ormation Group (London)

International

Ipsos Group SA (Paris)

Domestic

Westat
The Arbitron Co.
Martiz Marketing Research
Marketing Facts
Video Research Ltd. (Tokyo)
The NPD Group
Marketing Intelligence Corp. (Tokyo)
Opinion Research Corp.
J.D. Pow er & Associates
Roper Starch Worldw ide Inc.
0

200

400

600

800

1000

1200

Total Revenues in Millions of Dollars

1400

1600

1800

15

Organizational forms
small and large companies
smallcompanies
companies
small

typicallyone
oneperson
person
typically
product line

byarea
areaof
ofapplication
application
by

brand
segment
product

largercompanies
companies
larger

marketingfunction
function
marketing
(4Ps)
Ps)
(4

promotions
pricing
place
sales models

researchtechnique
technique
research

questionnaire
16
design

Organizational forms
level of centralization
one marketing department
per division?

HQ

one marketing department

at headquarters?

HQ

division

division

division

MR dept

MR dept

MR dept

Advantage:better focus on divisions markets,

practices and problems

division

MR dept

division

division

Advantage: economies of scale

better control

17

Organizational forms
level of centralization
trend is combination
e.g., Unilever Research Laboratories

MR dept

HQ

division

division

division

MR dept

MR dept

MR dept
18

Two trends
1. International marketing research
Globalization of businesses Shifted focus on
global research
issues

Intercultural
differences pose
challenges

2. Online marketing research

Electronic marketing research Electronic marketing research companies
Research ON the Internet
Internet is vehicle

Extension of services
ACNielsen IRI

Research ABOUT the Internet

internet usage
e.g., on web browsing,
design of websites

New internet specialists

E.g., Intelliquest
MediaMetrix

19

Preparations
Read chapter 2 of C&I

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