A marketing research supplier that provides standardized information for many clients in return for a fee Standardized Research Service - Companies that develop a unique methodology for investigating a business specialty area (e.g., retail forward) Limited Research Service Companies & Custom Research Limited-Service Research Suppliers - Specialize in particular research activities, such as syndicated service, field interviewing, data warehousing, or data processing Custom Research - Projects that are tailored specifically to a client’s unique needs Size of the Marketing Research Firm Small Firms - < 100 employees - VP of marketing may be in charge of all significant marketing research Mid-Sized Firms - 100 – 500 employees Large Firms - > 500 employees Organizational Structure of Marketing Research: Mid-Sized Firms Director of Marketing Research - Provides leadership in research efforts and integrates all staff-level research activities into one effort - Plans, executes, and controls the firm’s marketing research function
Research Analyst - Responsible for client contact, project design preparation of proposals, selection of research suppliers, and supervision of data collections, analysis, and reporting activities Research Assistants (or Associates) - Provide technical assistance with questionnaire design, data analyses, and similar activities - Also called junior analysts Manager of Decision Support Systems - Supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data Forecast Analyst - Provides technical assistance, such as running computer programs and manipulating data to forecast sales The Director of Marketing Research as a Manager - Problems in directing research: o Skilled research professionals like conducting research better than managing people o The research management role often is not formally recognized o Outstanding research professionals often have trouble delegating responsibility o Research is often seen as hodgepodge of techniques available to answer in individual, unrelated questions Research analysts’ salaries are $45,000 - $85,000 (but some make over $100,000). Entry level is lower, $22,500 - $55,000. Cross-Functional Teams - Composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose - Benefits: o Help organizations focus on a core business process, such as new-product development o Reduce the tendency for employees to focus single-mindedly on an isolated functional activity o Help to better communicate customers’ desires and opinions across the firm Ethical Issues in Marketing Research - Marketing Ethics o The application of morals to behaviour related to the exchange environment - Moral Standards o Principles that reflect beliefs about what is ethical and what is unethical - Ethical Dilemma o A situation in which one chooses from alternative courses of action, each with different ethical implications - Relativism
o A term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action o This way of thinking rejects absolute principles in favor of situation-based evaluations - Idealism o
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- Fall '16
- Marketing, Exploratory research, Research Participant