MARKETING

RESEARCH
MODULE 1
Dr. Jitha G. Nair
 Module 1
Module 1 Introduction to Marketing Research
Introduction, Definition, Need, Relevance and Scope of
Marketing Research, Types of Research - Qualitative and
Quantitative Research, Steps in Research Proposal, Limitations
– Cost & Time Constraints, Industrial Vs Consumer Marketing
Research, Ethical Issues in Marketing Research. Marketing
Research Organizations in India, Role of Information in
Marketing Research, Use of Internet in Marketing
What is Marketing?

Marketing refers to activities undertaken by a

company to promote the buying or selling of a
product or service. Marketing includes advertising,
selling, and delivering products to consumers or
other businesses.
Diffrence between Marketing and
Selling
Selling is an action which converts the product into cash, but
marketing is the process of meeting and satisfying the
customer needs.
Marketing consists of all those activities that are associated
with product planning, pricing, promoting and distributing the
product or service.

Selling focuses on the seller needs whereas marketing

concentrates on the needs of the buyer.
S.N
SELLING MARKETING
O
Emphasis is on the Emphasis is on the customer
1
product. wants
Company first makes the Company first determines
2 product and then figures customer wants and then
out how to sell it. figures out to make it
Management is sales
3 Management is profit oriented
volume oriented
Profit through Sales Profits through Customer
4
Volume Satisfaction
Planning is long-run oriented
Planning is short-run-
regarding new products,
5 oriented, regarding today
tomorrow’s markets, and
products and markets
future growth.
6 Let the buyer be aware Let the seller be aware
Product first then Customer first then the
7
customer product
 BASIS FOR
COMPARISON NEEDS WANTS

Meaning Needs refers to an Wants are described as the

individual's basic goods and services, which an
requirement that must be individual like to have, as a
fulfilled, in order to part of his caprices.
survive.

Nature Limited Unlimited

What is it? Something you must have. Something you wish to have.

Represents Necessity Desire

Survival Essential Inessential
Change May remain constant over May change over time.
time.
Non-fulfillment May result in onset of May result in disappointment.
disease or even death.
What Is the Marketing Concept?

The marketing concept is a business philosophy that

holds that the key to achieving organizational goals
consists of the company’s being more effective than
competitors in creating, delivering, and communicating
customer value to its chosen target markets.
What Is a Marketing Strategy?
A marketing strategy consists of selecting a segment of
the market as the company’s target market and
designing the proper “mix” of the product/service, price,
promotion, and distribution system to meet the wants
and needs of the consumers within the target market.
What Is Marketing Research?
Marketing research is the process of designing,
gathering, analyzing, and reporting information that may
be used to solve a specific marketing problem.
AMA Definition
Marketing research: the function that links the consumer, customer,
and public to the marketer through information – information used to
identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing
performance; and improve the understanding of marketing as a
process
Marketing or Market Research?
Marketing research: a process used by businesses to collect,
analyze, and interpret information used to make sound business
decisions and successfully manage the business
Market research: a process used to define the size, location, and/or
makeup of the market for a product or service
How Axe created a line of cologne fragrances?
The research plan might call for the following:
• The demographic, economic, and lifestyle
characteristics of current Axe users.
• Characteristics and usage patterns of young male
cologne users.
• Retailer reactions to the proposed new product line.
• Forecasts of sales of both the new and current Axe
products.
Malayala Manorama, which is Kerala’s largest publication
group, has launched the monthly women’s magazine in
Hindi, Vanita in 1999.
While launching this magazine, the management observed
that it was convinced through market research that there
was a huge vacuum in the Hindi magazine segment.
This new magazine Vanita has been positioned as a partner
and friend that the modern woman can identify with. Hindi
Vanitha deals with contemporary issues that matter to the
modern, educated working and non-working woman, and
pegs the reader of the magazine as being in the 20-35
years age group and Rs 10,000-25,000 per month income
bracket. The first print run of Vanita was one lakh copies.
Indications are that within a short time it may become one of
the most popular Hindi magazines.
 VICKS ACTION 500
Another example from P&G shows how marketing
research is used to identify new opportunities in the
marketplace.
The company was getting a lot of data on Vicks-
Vaporub.
The analysis of such data revealed that the most
common symptom of cold was a headache and that
majority of adults typically take a pill to cure it. This
disclosed an opportunity for a product that can treat the
headache as well as the other symptoms.
Result: The company thus launched Action 500. It not
only treated headache but also gave relief from blocked
nose. Marketing research can therefore lead to the
development of a new product.
Cadbury India Limited launched 5 Star from its
international portfolio in 1970.
It was wrapped in vibrant red, blue and golden colours in
conformity with its international packaging.
Earlier, Cadbury India Limited commissioned a consumer
research study in Mumbai. The results of this study were
encouraging and showed that the Indian youth is always
interested in experimenting with new food options.
Result: Cadbury 5 Star played an adept cupid for young
couples in love in the 70's. In fact, Cadbury 5 Star was a
way of professing undying love for the significant other.
Procter & Gamble (P&G) launched Menthol, an
international vibrant of Head & Shoulders.
This joins the extra-conditioning anti-dandruff shampoo
of the same brand.
The company conducted a market research study prior
to its launch.
The findings of the study indicated a distinct need for a
menthol-based shampoo.
The study showed that in hot and humid conditions as in
India, consumers prefer a shampoo which not only
removes dandruff but also provides a cool and tingling
sensation to the scalp.
Coca Cola has assigned great importance-to marketing research.
Through research it gets systematic information about its markets
and its customers. All its research is done by the IMRB.
Broadly, research studies done for Coca Cola fall in the following
three areas:
1.Studies undertaken on a continuous basis like marketing tracking
studies and retail audits.
2.Studies that are commissioned for specific marketing problems
faced by the company.
3.Studies done from time to time as per the requirement of the
company such as a study to ascertain the effectiveness of an ad
campaign.
Result: All these three types of research studies have tremendously
helped Coca Cola to strengthen its position in the market. It feels
the pulse of the market and is always in touch with the latest
developments in the market.
WHAT IS MARKETING RESEARCH?

•Collection
•Systematic design

Reporting
•Analysis
WHAT IS MARKETING RESEARCH?

•Systematic design
•Collection

S.C.A.R of data and findings •Reporting

relevant to a specific
•Analysis marketing situation of the
company
DEFINITION OF MR
American Marketing Association:
“ The systematic gathering, recording and
analysis of data about problems relating to the
marketing of goods and services”

Philip Kotler:
“The systematic design, collection, analysis and
reporting of data, and finding a solution relevant to
specific situation facing the company”

It is the application of scientific research process to the

problems related to marketing scenarios.
 BASIC MR PRINCIPLES

• Attend to the timeliness and relevance of

research

• Define research objectives carefully and

clearly

• Conduct research to support future decisions

WHY MARKETING RESEARCH?
 IMPORTANCE OF MR
• Gap filling – between producers and consumers
• Effective competition tool
• Strategic information tool
• Decision making tool
• Updates the organisation
• Marketing orientation
• Impact assessment tool
• Identifiy effective marketing mix
• Develop effective marketing strategies
• Help organisation to develop Control techniques
 NEED FOR MR
• A manager takes decisions
• His responsibility is to reduce risk of failure in
decision making
• Risk arises due to lack of relevant information
• A manager always seeks information to improve
quality of decision making
• Information can be collected through MR
• Hence, MR is an important tool for managerial
decision making
MR & MARKETING DECISIONS

For Production, Finance, Personnel

• Most of the required info are available within the
organization; Hence easy to collect & analyze
• Formal procedures are used to improve quality : Stats
Methods for QC, PERT & CPM, Queuing Theory,
Optimization Techniques etc.

For Marketing – information mostly exist

outside the organization
• In consumer behaviour, perception, minds
• In competitive moves
• In new government rules & regulations
• In social & political changes
MR & MARKETING DECISIONS

Other problems for collecting information

required for marketing decisions are
• Being external – collection is cumbersome &
expensive
• Variables are often qualitative & dynamic – making
measurements difficult & inaccurate
• Variables are complex & interact with each other
 NATURE OF MR
• MR is a continuous
process
• It provides input to • It is Wide and
decision making Comprehensive
• It is interdisciplinary in • It is Continuous
nature
and Dynamic
• MR is descriptive
• It is Systematic
• It is exploratory
and Scientific
• It is evaluative
• It is Empirical
• It gives meaning to data
• MR is gathering • It is a Strategic
information Tool
• It is a teamwork
• It is a profession
 SCOPE OF MR
• Consumer research
• Market measurement
• Market research
• Product research
• Price research
• Promotion research
• Distribution research
• Sales research
• Competition research
• Corporate research
• Syndicated research
 SCOPE OF MARKETING RESEARCH

1. Market research
• Study of market size or market potential, market
profile, market share analysis, market segments,
market trends, sales forecasting, seasonality and
trends, etc.
2. Product research
• Study the actual uses and new uses of a Product,
testing new product, reviewing product design,
quality, features & product line, study of packing &
packaging design, study of brand name & its
impact, etc.
 SCOPE OF MARKETING RESEARCH
3. Consumer research
• Study of consumer profile, Consumer’s tastes, brand
preferences, etc.
4. Distribution research
• Determination of locations of distribution centres,
measuring relative effectiveness of different types
of distribution intermediaries, Distribution cost
analysis, measuring warehouse ef ficiency,
determination of optimum inventory levels, etc.
5. Pricing research
• Evaluation of pricing strategy of the firm, measuring
price elasticity of demand, assessing the general
pattern of pricing in the industry
 SCOPE OF MARKETING RESEARCH
6. Sales research
• Analysing methods of fixing sales quota & territories,
testing new sales techniques, measuring salesman’s
effectiveness, analysing salesman’s training needs,
studying sales compensation, etc.
7. Advertising and Promotion research
• Media research, advertising copy research, assessing
the effectiveness of advertising, assessing the
effectiveness of sales promotional ef forts, etc.
8. Research on Competition
• Studying competitors’ marketing strategies, studying
competitive structure of the industry and individual
competitors, etc.
The Role of Marketing Research
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environment
Marketing Falactors
Variables
Marketing •Economy
•Product
Research •Technology
•Pricing
•Laws &
•Promotion Regulation
•Distribution •Social & Cultural
Assessing Providing Marketing Factors
Informatio Information Decision
Needs
n Making •Political Factors

Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
TYPES OF MR

Basic Research

Applied Research

Designated fact
gathering Research
 TYPES OF MR

Ad Hoc Continuous Exploratory Conclusive Observation

Research Research Research Research Research
• As an when • Continuous • Initial research • Descriptive or
there is a studies to before a statistical • Participant &
problem decide about conclusive research non-
market place research is • Causal participant
and product undertaken research (To observation
performance • To test determine the • Obtrusive &
• Does not wait concepts cause and unobtrusive
for problems before they effect observation
to arise are put in relationship • In natural or
market place between contrived
variables) settings
• Disguised &
non-disguised
• Structured &
unstructured
• Direct &
indirect
observation
 TYPES OF RESEARCH DESIGN
Research Design

Exploratory Conclusive
Research Research
Design Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Sectional
Design Design
 MARKET RESEARCH VS
MARKETING RESEARCH
• Market research involves researching a
particular industry or market. It concentrates on
quantitative dimensions (eg: size, composition,
structure, geographical distribution, incomes,
etc. of a market)
• Marketing research analyses a given market
opportunity or problem, defines research and
data collection methods required to deal with
the problem, take advantage of opportunity,
through to the implementation of the project. It
concentrates on qualitative aspect also
QUALITATIVE VS QUANTITATIVE RESEARCH
Qualitative Quantitative
research research
techniques techniques

Literature search Observation

Pilot study Experimentation

Depth interviews
/ focus group Survey

Panels

Projective
techniques

Product tests
 Qualitative versus Quantitative Research

Qualitative Research Quantitative Research

Objective To gain a qualitative To quantify the data and

understanding of the generalize the results from
underlying reasons and the sample to the
motivations population of interest

Sample Small number of non- Large number of

representative cases representative cases

Data Unstructured Structured

Collection
Non-statistical Statistical
Data Analysis
Develop an initial Recommend a final course
Outcome understanding of action
DETERMINING WHEN TO CONDUCT
MARKETING RESEARCH

Time constraints
Availability of data
Nature of the decision
Benefits versus costs
 DETERMINING WHEN TO CONDUCT
MARKETING RESEARCH
Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs

Is the Does the

Information
Is sufficient Yes Yes decision of Yes information Yes Conduct
already on
time
hand
strategic value Marketing
available? or tactical exceed the Research
inadequate?
importance? research cost?

No No No No

Do Not Conduct Marketing Research

POTENTIAL VALUE OF A MARKETING
RESEARCH EFFORT SHOULD EXCEED
ITS ESTIMATED COSTS

Research expenditures
Decreased uncertainty Delay of marketing
Increased likelihood of decision and possible
correct decision disclosure of information
Improved marketing to rivals
performance and Possible erroneous
resulting higher profits research results

Costs
Value
BARRIERS LIMITING THE USE OF
MARKETING RESEARCH

• A narrow conception of the research

• Uneven caliber of researchers
• Non-availability of qualified personnel
• Poor framing of the problem
• Late and occasionally erroneous findings
• Personality and presentational differences
• Unethical practices
CHARACTERISTICS OF GOOD
MARKETING RESEARCH

 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing
MARKETING INFORMATION SYSTEM
(MKIS)
• Consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and
accurate information to marketing decision
makers.
MARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEM

Begins and Ends with Information Users:

• Interacts with information users to assess
information
• Develops needed information from internal and
external sources
• Helps users analyze information for marketing
decisions
• Distributes the marketing information and helps
managers use it for decision making
ASSESSING MARKETING
INFORMATION NEEDS
• The MkIS serves company managers as
well as external partners
• The MkIS must balance needs against
feasibility:
• Not all information can be obtained.
• Obtaining, processing, sorting, and delivering
information is costly
DEVELOPING MARKETING
INFORMATION

Internal data is gathered via

Sources of Info customer databases,
financial records, and
operations reports.
Internal data
Advantages include
Marketing quick/easy access to
intelligence information.
Marketing research
Disadvantages stem from
the incompleteness or
inappropriateness of data
to a particular situation.
DEVELOPING MARKETING
INFORMATION

Marketing intelligence is
the systematic collection
Sources of Info and analysis of publicly
available information
about competitors and
Internal data trends in the marketing
Marketing environment.
intelligence Competitive intelligence
gathering activities have
Marketing research grown dramatically.
Many sources of
competitive information
exist.
 SOURCES OF
COMPETITIVE INTELLIGENCE
• Company • Competitor’s
employees employees
• Internet • Trade shows
• Garbage • Benchmarking
• Published • Channel
information members and
key customers
DEVELOPING MARKETING
INFORMATION

Sources of Info Marketing research is the

systematic design,
Internal data collection, analysis, and
Marketing reporting of data relevant to
intelligence a specific marketing
situation facing an
Marketing research
organization.
STEPS IN RESEARCH PROPOSAL
• Marketing Research Proposal contains the essence of
the project and serves as a contract between the
researcher and the management
1. Executive Summary
2. Background
3. Problem Identification / Objectives of the Research
4. Approach to the Problem
5. Research Design
6. Fieldwork / Data Collection
7. Data Analysis
8. Reporting
9. Cost and Time
10. Appendices
STEPS IN RESEARCH PROPOSAL
• Marketing Research Proposal contains the essence of
the project and serves as a contract between the
researcher and the management
1. Executive Summary
2. Background
3. Problem Identification / Objectives of the Research
4. Approach to the Problem
5. Research Design
6. Fieldwork / Data Collection
7. Data Analysis
8. Reporting
9. Cost and Time
10. Appendices
WHAT IS A MARKETING DECISION
SUPPORT SYSTEM (MDSS)?
• A Marketing decision support system is a
coordinated collection of data, systems, tools, and
techniques with supporting hardware and software
by which an organization gathers and interprets
relevant information from business and environment
and turns it into a basis for marketing action.
• It comprises of various models and analytical tools
that aid the marketing manager to take informed
decisions.
Writing an introduction or background

The deficiencies model of an ‘introduction’ is a general template for writing a good

introduction that consists of five parts.

The research Problem

Studies that have addressed the problem
Deficiencies in the studies
The significance of the study for particular audiences
The purpose statement
Potential Sources of Research Problems - 1

Scanning and reading published and unpublished research

Disagreeing with some previous research and
developing a new study to test its findings
Gaps in explanations or in accepted principles
Questioning the validity of a generally accepted procedure
Replication – Redoing the same thing with an expectation of the same
result
Potential Sources of Research Problems - 2

Designing and developing of new research tools and techniques

Developing new models
Studying areas where knowledge or information is scarce, out-of-date, or
indefinite
Attempting to deal with actual problems
Networking or sharing ideas and information with colleagues
Interdisciplinary research
Functions of the Statement of the Problem

Establishes the existence of a unique problem

Relates the problem to its general antecedents
Suggests the benefits to be derived from the study
Justifies the utility, significance, or interest inherent in the
pursuit of the problems
Attributes Associated with the Statement of the
Problem – Top Nine
Clarity and precision
Identification of what to study
Identification of an overarching question
Definition of key concepts / terms
Articulation of study’s boundaries / parameters
Some generalizability
Conveyance of study’s importance, benefits, and justification
No use of unnecessary jargon
Conveyance of more than descriptive data providing a “snapshot”
Components of the Problem Statement

Any problem statement should contain four elements:

A lead-in [narrative hook]

Declaration of originality (mentioning a knowledge void which would be supported by the
literature review
Indication of the central focus of the study (purpose statement); and
Explanation of study significance or benefits to be derived from an investigation of the
problem (Rationale or justification of the study)
Writing a Purpose statement - Guidelines

Begin with signaling words such as “the purpose or intent of”

Indicate the overall intent of the study such as “the intent is to examine the
role of school teacher in promoting reading habit”
Indicate the research design and strategy such as survey, experiment,
etc.
Identify the independent and / or dependent variables
Use words that connect the variables such as “the relationship between”
or “the comparison of” two or more variables
Position or order the variables from left to right in purpose statement with
independent variable followed by the dependent variable
Make reference to the participant (unit of analysis) and mention the
research site
Research Objectives, Questions, Hypotheses

Emerge from the Statement of the Problem

How the research problem is to be prepared to be approached
methodologically
A precise and formal statement
Wording of considerable importance
Significance of the Study

Why this study is significant?

Why do it now?
What will it contribute to the existing research literature?
What implications your findings may have?
Who will benefit from it?

[Scholarly acceptability]
Review of Related Literature – Important
Information
Information concerning theory – findings
Information concerning methods
Information concerning data analysis
Strengths and weaknesses

[Research summary note for each study]

 Purposes of Literature Review - 1

Familiarity with the field of inquiry

Provides a context for the proposed study
Generation of research questions or hypotheses for further studies
Knowledge of the methodologies common to the field
Purposes of Literature Review - 2

Can reveal sources of data that you may not have known existed
Demonstrates why it is important and timely
To avoid or solve problems others have encountered in their research
(Limitations)
Increase your confidence in your topic because others have invested
considerable time, effort, and resources in studying it
Steps in Conducting Literature Review - 1

1. Identify a research topic

2. Identify keywords/descriptors that are useful in locating relevant information material
3. Develop an overall search strategy for the literature review
4. Search preliminary sources
5. Select relevant primary and secondary sources
6. Search the library for identified primary and secondary sources
7. Establish a computer and paper trail including research summaries in your own
words that will be used in the literature review
Steps in Conducting Literature Review - 2

8. Repeat step 4–7 as needed to refine search

9. Develop themes/concepts that synthesize the literature
10. Relate the themes/concepts to one another through an outline of the literature
review, or a literature map
11. Produce a final literature review that structures or organizes the literature
thematically or by important concepts
12. Use the literature review to develop or refine the research objectives, questions,
and hypothesis
Definition of Terms

Variety and location

Operational definition of all the major concepts to be employed in
the study
Should cover all the essential terms in the Statement of the
Problem and the Research Objectives, Questions, Hypotheses
These definitions will establish the basis for the objective tests for
the outcomes of the proposed study
Delimitations and Limitations

Establish the boundaries, exceptions, qualifications, and

reservations
Delimitations - Before
 How the study will be narrowed in scope
 Controlled by the researcher

Limitations – Before and After

 Factors that will affect the study
 Not controlled by the researcher
Should appear when imposed by the nature of the problem
Research Methods and Procedures – Main Decisions

Method
Population / Sample to be studied
Instrumentation
Data collection procedures
Data analysis
Selecting the Research Design

True experimental design

Quasi-experimental design
Non-experimental design
Historical design
Preliminary Working Bibliography

Materials cited in the proposal

Quality, not quantity
Full bibliographical details
Style of citation
Limitation of Marketing Research

Marketing research tends to be fragmentary in its approach as a result of

which it becomes difficult to have an overall perspective in which a
marketing problem is to be viewed and studied.
Marketing research is criticized on the ground that it becomes too
superficial and faculty in industry. While the principles of marketing
research are good and based on scientific lines, in industry, marketing
research is very often used by those who have had no formal training in
the subject. Such person avoid using detailed investigations and
sophisticated techniques which require both time and patience on the part
of marketing researchers.
There is an absence of a meaningful dialogue between the
marketing management and the marketing research team. As a
result, marketing researchers get divorced form the main
stream of marketing. This denies them any opportunity to test
their finding in the practical marketing situation
Marketing research is not an exact science. There are several
imponderables which come in the way of getting accurate
results. For example, consumer behaviour is an area which is
rather elusive and the theory does not go very far in disclosing
it very precisely. Analytical tools of marketing research are still
deficient and cannot give us a precise idea, especially on the
behavioural aspects.
ALWAYS Remember

Marketing Research is a tool.

It assists marketing managers in their
decision making.
IT IS NOT A REPLACEMENT
FOR MANAGERIAL
JUDGEMENT!!
Marketing Research agencies

Definition: Marketing research agency is an organization which

undertake Marketing research assignment's Business
organisations which are not able to establish There separate
MA Marketing research Department or cannot be vote time
money and effort on research activities
Merits

1. MR agencies are of immense help which cannot afford to employ their own marketing
research staff this saves time cost effort client firms
2.MR agencies contact executive development programs to train executives in various
techniques of marketing research . this hell is the organizations to brighten the skills and
techniques of their staff
3 . MR agencies also perform consultancy work of different clients in various
management and marketing areas this is of great help because the same agency cut
offer consultancy and perform marketing research assignments. The client does not have
to search for different agencies for varied marketing problems
4.MR agencies have expertise and experience in research they can work on problems
more effectively and provide latest information to the clients
Marketing Research Suppliers &
Services
RESEARCH
INTERNAL SUPPLIERS EXTERNAL

FULL SERVICE LIMITED SERVICE

Field Branded
Syndicate Internet Products
Services
Services Services and Services
Customiz Coding and
Standardized
ed Data Entry Data
Services
Services Services Analysis
Analytical
Services Services
FULL SERVICE

Syndicated Data Services - collect information that is available

to multiple subscribers
 Standardized Services - the service used to collect the data is
standardized but the data collected is unique to each buyer
 Customized Services - the research service provided to each
client is tailored to meet needs of that client
LIMITED SERVICE

Field Services - specialize in data collection

 Market Segment Specialists - specialize in conducting research
pertaining to particular market segments
 Data Entry Services - specialize in editing and coding questionnaires
and entering data
 Sample Design & Distribution Services - provide distribution lists to firms
and/or conduct surveys
 Data Analysis Services - analyze data already collected
 Specialized Research Technique Firms – employ highly -specialized
services such as eye-tracking, skin-response testing, brand naming,
packaging services
Career opportunities in marketing
research
Intense competition
Growing importance of marketing planning and decision
Sophistication in data processing technology
Increase in marketing research budget
Selected Marketing Research Career Descriptions
Research Director
Vice President of Marketing Research • Also part of senior
• Part of company’s top management management
team • Heads the development
• Directs company’s entire market and execution of all
research operation research projects
• Sets the goals & objectives of the
marketing research department
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members

Senior Project Manager

• Responsible for design, implementation, & research
projects
 Selected Marketing Research Career Descriptions

Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the development
of research design and data collection
• Prepares final report

Analyst
• Handles details in execution of project
• Designs & pretests questionnaires
• Conducts preliminary analysis of data
Statistician/Data Processing
• Serves as expert on theory and
application on statistical techniques
• Oversees experimental design, data
processing, and analysis

Junior Analyst Fieldwork Director

• Secondary data analysis • Handles selection, training, supervision,
• Edits and codes questionnaires and evaluation of interviewers and field
• Conducts preliminary analysis of data workers
Criteria for Selecting a Research
Supplier
 What is the reputation of the supplier?
 Do they complete projects on schedule?
 Are 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 supplier's personnel have both technical and non-technical
expertise?
 Can they communicate well with the client?
 Competitive bids should be obtained and compared on the
basis of quality as well as price.
Careers in Marketing Research

• Career opportunities are available with marketing research firms (e.g., AC

Nielsen, Burke, Inc., M/A/R/C)
• Careers in business and non-business firms and agencies with in-house
marketing research departments (e.g., Procter & Gamble, Coca-Cola, AT & T,
the Federal Trade Commission, United States Census Bureau)
• Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter
Thompson, Young & Rubicam)
• Positions: vice president of marketing research, research director, assistant
director of research, project manager, field work director, statistician/data
processing specialist, senior analyst, analyst, junior analyst, and operational
supervisor.
Preparation for a Career in
Mktg. Research
• Take all the marketing courses you can.
• Take courses in statistics and quantitative methods.
• Acquire 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.
 Marketing Research
Associations Online
Domestic
AAPOR: American Association for Public Opinion Research
(www.aapor.org)
AMA: American Marketing Association (www.ama.org)
ARF: The Advertising Research Foundation (www.amic.com/arf)
CASRO: The Council of American Survey Research Organizations
(www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association (www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)
 Marketing Research
Associations Online
International
ESOMAR: European Society for Opinion and Marketing Research
(www.esomar.nl)
MRS: The Market Research Society (UK) (www.marketresearch.org.uk)
MRSA: The Market Research Society of Australia (www.mrsa.com.au)
PMRS: The Professional Marketing Research Society (Canada)
(www.pmrs-aprm.com)
Ethics In Marketing
Research

Ethical issues arise when the interests of these stakeholders

are in conflict and when one or more of the stakeholders is
lacking in its responsibilities.
Ethics In Marketing Research

Ethics are moral principles or values generally governing the conduct of an individual or
group.
Ethical behaviour is not, however, a one-way relationship. Clients, suppliers, and field
services must also act in an ethical manner
Ethical questions range from practical, narrowly defined issues, such as a researcher’s
obligation to be honest with its customers, to broader social and philosophical questions,
such as a company’s responsibility to preserve the environment and protect employee
rights.
Many ethical conflicts develop from conflicts between the differing interests of company
owners and their workers, customers, and surrounding community. Managers must
balance the ideal against the practical—the need to produce a reasonable profit for the
company’s shareholders with honesty in business practices, and larger environmental
and social issues.
Research Supplier Ethics

Unethical research supplier practices range from low-ball

pricing to violating client confidentiality.
• Quoting an unrealistically low price to secure a firm’s
business and then using some means to substantially raise
the price.
 Research Supplier Ethics
Allowing Subjectivity in Research
• Research suppliers must avoid using biased samples, misusing
statistics, ignoring relevant data, and creating a research design with
the goal of supporting a predetermined objective.
• Advocacy studies: studies are commissioned by companies or
industries for public relations purposes or to advocate or prove a
position.
• For example, a news release for a diet products company trumpeted:
“There’s good news for the 65 million Americans currently on a diet.” A
company study had shown that people who lose weight can keep it off;
the sample consisted of 20 graduates of the company’s program, who
also endorsed its products in commercials.
Research Supplier Ethics

Abusing Respondents: Respondent abuse can take several

forms. Perhaps the most common is lengthy interviews.
• The state of New York sued Student Marketing Group for selling
information on a broad scale to direct marketers. The survey filled out
by students included age, gender, religious affiliation, career interests,
and grade point average. The company said that it was gathering the
data to provide to universities to help the students gain admission and
financial aid. Direct marketers used the information to sell credit
cards, magazines, videos, cosmetics, and other products.
Research Supplier Ethics

Selling Unnecessary Research

• A research supplier dealing with a client who has little or no familiarity
with marketing research often has the opportunity to “trade the client
up.”
• For example, if a project called for four focus groups and an online
survey of approximately 350 consumers, the research supplier might
sell eight groups and 1,000 Internet interviews, with a 400-interview
telephone follow-up in six months.
Research Supplier Ethics

Violating Client Confidentiality

• Information about a client’s general business activities or
the results of a client’s project should not be disclosed to a
third party. The supplier should not even disclose the name
of a client unless permission is received in advance.
Black Box Branding

Marketing research suppliers have discovered branding. Synovate has

more than 25 branded product offerings, including Brand Vision and M2M.
Maritz Research offers Loyalty Maximizer, and Harris Interactive has
TRBC, a scale bias correction algorithm. Go to virtually any large
marketing research firm’s Web site, and you’ll see a vast array of branded
research products for everything from market segmentation to customer
value analysis—all topped off with a diminutive SM, ™, or ®.
Black box method is proprietary—a company is able to protect its product
development investment. And if customers perceive added value in the
approach, suppliers can charge a premium price to boot.
Client Ethics

Requesting Bids When a Supplier Has Been Predetermined

Requesting Bids to Obtain Free Advice and Methodology
Making False Promises
Requesting Proposals without Authorization
Field Service Ethics

Using Professional Respondents

Data Collection Code of Ethics
Respondents’ Rights

Right to Choose
Right to Safety
Right to Be Informed
Right to Privacy
Plagiarism

 copying another’s survey instrument

 reporting another’s results as your own
https://www.statisticshowto.datasciencecentral.com/research-
methods-qualitative-research-and-quantitative-research/