Level 3. Syndicated service firms Custom or ad hoc research firms
Table 2.1
Learning Objectives General Categories of Institutions To learn Involved about in the Marketing variousResearch types of firms and their functions in research. Institution Activities, Functions, and Services
Kraft General Foods
J. Walter Thompson AC Neilson Market Facts subcontract specialized support services
The Internet Impact Users of Marketing Research Specialized firms
Interviewer
Respondents
R
R
R
R
R
R
R
R
R
R
The Evolving Structure
Learning Objectives To learn about the various types of firms and their functions in research.
4. Identify new target markets.
Learning Objectives
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 understand the impact of the Internet on the marketing research industry. 5. To learn who uses marketing research. 6. To understand the growing importance of strategic partnering.
The Marketing Research Industry
Learning Objectives To learn about the various types of firms and their functions in research.
• Information Resources Incorporates
Information Users
Level 2
Research Designers and Level 3 Suppliers
Level 4
Data Collectors
Field Office X
Field Office Y
Interviewer
Interviewer
Interviewer
Interviewer
Learning Objectives
CHAPTER two
The Marketing Research Industry
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Corporate Client A Corporate Client B Ad Agency Custom Research Firm A Field Service Firm X Custom Research Firm B Syndicated Research Firm X Syndicated Research Firm Y Field Service Firm Y
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.
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
subcontract basis for corporate marketing research departments
The Internet Impact
Learning Objectives To understand the impact of the internet on the marketing research industry.
Our attention will be devoted to marketing departments found in the more sophisticated, larger companies.
The Marketing Research Industry
Learning Objectives To learn about the various types of firms and their functions in research.
• 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
7. To appreciate the trends in global marketing research.
The Evolving Structure
Learning Objectives To learn about the various types of firms and their functions in research.
Only 15 percent of service companies such as Federal Express and Delta Airlines have marketing departments with more that 10 employees.
Companies are conducting less research internally.
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
The Evolving Structure
Learning Objectives To learn about the various types of firms and their functions in research.
Level 4: Data Collectors
Field service firms collect data for:
Level 4. Field service firms
Strategic Partnering Others and Global Research
government, universities
Figure 2.1
Level 1
Objectives The Structure of theLearning 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.
The Evolving Level 1. Corporate marketing departments Structure Corporate Marketing Level 2. Ad agencies Research artments The Marketing Research Industry