Chapter3 - The Marketing Research Industry Industry The...

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The Marketing Research Industry Industry
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Ch 3 2 The Marketing Research Industry: Evolution of the Industry Charles Coolidge Parlin is known as the “father of marketing research.”
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Ch 3 3 The Marketing Research Industry: Evolution of the Industry Parlin conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company. Purpose was to increase advertising for:
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Ch 3 4 Growth of the Need for Marketing Research The Industrial Revolution led to manufacturers producing goods for distant markets. Manufacturers needed to know about faraway consumers – leading to the growing need for marketing research.
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10/06/09 5 Marketing Research: A Brief History 1. Pre-Marketing Research Era (Pre-1920): Business owners knew their customers; there was little need for MR. 2. Customers were separated from business managers and MR was needed to understand distant markets. 3. Questionnaire Era (1920-1940): Questionnaires became prominent in MR. 4. Quantitative Era (1940-1960): Quantitative/statistical techniques were applied to for the first time. 5. Org Acceptance Era (1960-1980): It becomes accepted that MR was needed to implement the marketing concept. 6. PC Technology Era (1980-1990): This era has brought many new products and services to the research industry that have impacted the way business is conducted (example MIS and DSS). 7. Globalization – Online Era (1990-Present): It’s now a global marketplace; Market research goes global to keep up. Online research becomes an important tool.
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Ch 3 6 The Marketing Research Industry Today World Revenues Marketing research industry in 2004 = about $21.5 billion spent annually. The top 25 firms can be found in the report Honomichl Global Top 25 (See page 44.) The top 50 U.S. firms can be found in the Honomichl Top 50. (See page 46.)
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Ch 3 7 Honomichl Top 25 Most current top 25
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Ch 3 8 Honomichl Top 50 Current Top 50
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Ch 3 9 Classifying Firms in the
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Chapter3 - The Marketing Research Industry Industry The...

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