Chapter 2: The Marketing Research Industry

Charles Coolidge Parlin
“Father of Marketing Research” Did the first continuous and organized research. Saturday Evening Post
N.W. Ayer & Son
The first known application of marketing research to a business marketing/advertising problem. 1879 (grain production)
A. C. Nielson
The Nielson Comany
Client Research
Research conducted within an organization. (Delta)
Do-It-Yourself (DIY) Research
“democratization” of marketing research. Examples of DIY marketing reserach tools are online survey platforms (such as Qualtrics and Survey Monkey), statistical analysis tools (such as SPSS, SAS, and R), social media monitoring tools (such as Hootsuite), and data analysis and visualization dashboards (such as those offered by Burke and Tableau).
Supply-Side Research
Research that is conducted by an outside firm to fulfill a company’s marketing research needs.
Agency or Supplier
A firm that is engaged in supply-side marketing research.
AMA Gold Global Top 50
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Full-Service Supplier
Have the capability to conduct the entire marketing research project for buyer firms.
Limited-Service Supplier
Specialize in one or, at most, a few marketing research activities.
Syndicated Data Services
Analyze the trends and consumer behavior within an industry and sold to many companies. (The Nielsen Co., Symphony IRI Group, Arbitron)
Packaged Services
Use a proprietary process to conduct a service such as test marketing or measuring a customer or employee satisfaction. (GfK, Video Research LTD., Burke, Inc.)
Online Research Specialists
Provide client services associated with measuring online consumer behavior and measurement or online data collection. (Comscore, Inc., Harris Interactive, Knowledge Networks, Toluna, Mindfield Internet Panels, FocusVison)
Customized Services
Provide services customized to individual client needs (Burke, Inc., Maritz)
Industry or Market Segment Specialists
Specialize in a particular industry or market segment (Olson Research Group, Inc.) (Delta and American airlines)
Technique Specialty: Eye Tracking
Track eye movement to determine better package designs, advertising copy, etc.
Technique Specialty: Mobile Research
Conduct research using mobile devices such as iPads or smartphones.
Technique Specialty: Sampling
Use different sampling methods to draw samples to suit client’s research objectives
Technique Specialty: Neuroimaging
Observe brain activity as consumers are exposed to stimuli such as packages or ads.
Technique Specialty: Market Segmentation
Determine firms’ target markets, locate these consumers, and determine other characteristics of these consumers such as media habits.
Technique Specialty: Social Media Monitoring
Monitor for relevant buzz over the social media and attach meaning for companies and their brands.
Technique Specialty: Field Service
Collect data using a variety of methods: telephone, online, person to person, mall intercept.
“selling under the guise of research” Illegal.
“fund raising under the guise of research” legal
The Council of American Survey Research Organizations (CASRO)
Provides the public with information about the conduct and use of survey research. What Survey participants Need to Know.”
The Transparency Initiative
Launched in 2014 by the American Association for Public Opinion Research (AAPOR) to encourage the routine disclosure of methods used in research information that is released to the public.
The National Do Not Call Registry
In 2003 established for US residents to register their telephone numbers to be protected from receiving unsolicited telemarketing calls. Researchers conducting surveys can still legally call US residents.
GreenBook Research Industry Trends (GRIT)
Data is reported annually to the industry in terms of what techniques are being used as well as what drives their use. Contrasting supplier (marketing research firms) views on issues with buyer (client) views.
Fair Dealings With Respondents
a. Respondents should understand they can elect participate in research request and they can stop any time.
b. Confidentially and identity should not be revealed without authorization.
c. Treated professionally and product/service will be safe and adhere to all laws and regulations.
d. No dishonest statements to get them to participate and researchers will honor any promises.
e. Special permission for minors (under 18 years of age).
Fair Dealings with Clients and Subcontractors
a. Confidential
b. Research carried out according to the agreement.
c. Client identity will not be revealing without proper authorization.
d. Secondary research will not be present to the client as primary research.
e. Research results are the sole property of the client and will never be shared with other clients.
f. Researchers will not collect information for more than one client at the same time without permission.
g. Clients will be provided the opportunity to monitor the study to ensure integrity.
h. Researchers can get a subcontractors to engage in any activity that does not adhere to professional codes, applicable laws, or regulations.
Maintaining Research Integrity
a. Data will never be falsified or omitted.
b. Accurately and honestly.
c. Not misrepresent the impact of the sampling method and its impact on the sample data.
Concern for Society
a. Research released for public information will contain information to ensure transparency (i.e., disclosure of method of data collection, the sample frame, sample method, sample size, and margin of error, if appropriate).
b. Researchers will not abuse public confidence in research (e.g., no push polling).
c. Researchers will not represent a nonresearch activity (e.g., sales effort, debt collection) for gaining respondent cooperation.
Professional Researcher Certification (PRC)
Passed some standard of performance for research.

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