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Marketing researchFrom Wikipedia, the free encyclopedia

Marketing

Key concepts

Product marketing Pricing

DistributionService Retail

Brand management

Account-based marketing

Ethics EffectivenessResearch

Segmentation Strategy Activation

Management Dominance

Marketing operations

Promotional content

Advertising Branding Underwriting

Direct marketing Personal sales

Product placementPublicity

Sales promotion Sex in advertising

Loyalty marketing SMS marketing

Premiums Prizes

Promotional media

PrintingPublication Broadcasting

Out-of-home advertising Internet

Point of sale Merchandise

Digital marketing In-game advertising

In-store demonstration Word-of-mouth

Brand ambassadorDrip marketingVisual merchandising

v d e
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Marketing research is "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 understanding of

marketing as a process. Marketing research specifies the information required to address these issues,

designs the method for collecting information, manages and implements the data collection process,

analyzes the results, and communicates the findings and their implications."[1]

Marketing research is the

systematic gathering, recording, and analysis of data about issues relating tomarketingproducts and

services. The goal of marketing research is to identify and assess how changing elements of the marketing

miximpactscustomer behavior. The term is commonly interchanged withmarket research; however, expert

practitioners may wish to draw a distinction, in that marketresearch is concerned specifically withmarkets,

while marketingresearch is concerned specifically about marketing processes.[2]

Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and

Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and

Quantitative marketing research

Consumer marketing research is a form of appliedsociologythat concentrates on understanding the

preferences, attitudes, and behaviors ofconsumersin a market-based economy, and it aims to understand

the effects and comparative success of marketing campaigns. The field of consumer marketing research as

a statistical science was pioneered byArthur Nielsenwith the founding of theACNielsenCompany in

1923.[3]

Thus, marketing research may also be described as the systematic and objective identification, collection,

analysis, and dissemination of information for the purpose of assisting management in decision making

related to the identification and solution of problems and opportunities in marketing.[4]

Contents

[hide]

1 Role of marketing research (MR)

2 Marketing research characteristics

3 Comparison with other forms of business research

4 Classification of marketing research

5 Types of marketing research

6 Marketing research methods

7 Business to business market research
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earchhttp://en.wikipedia.org/wiki/Customer_behaviorhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_research#cite_note-0


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8 Marketing research in small businesses and nonprofit organizations

9 International Marketing Research plan

10 Commonly used marketing research terms

11 Selecting a research supplier

12 Careers in marketing research

13 See also

14 Notes

15 References

16 External links

[edit]Role of marketing research (MR)

The task of marketing research(MR) is to provide management with relevant, accurate, reliable, valid, and

current information. Competitive marketing environment and the ever-increasing costs attributed to poor

decision making require that marketing research provide sound information. Sound decisions are not based

on gut feeling, intuition, or even pure judgment.

Marketingmanagersmake numerous strategic and tactical decisions in the process of identifying and

satisfying customer needs. They make decisions about potential opportunities, target market selection,

market segmentation, planning and implementing marketing programs, marketing performance, and

control. These decisions are complicated by interactions between the controllable marketing variables of

product, pricing, promotion, and distribution. Further complications are added by uncontrollable

environmental factors such as general economic conditions, technology, public policies and laws, political

environment, competition, and social and cultural changes. Another factor in this mix is the complexity

ofconsumers. Marketing research helps the marketing manager link the marketing variables with the

environment and the consumers. It helps remove some of the uncertainty by providing relevant information

about the marketing variables, environment, and consumers. In the absence of relevant information,

consumers' response to marketing programs cannot be predicted reliably or accurately.

Ongoingmarketingresearch programs provide information on controllable and non-controllable factors and

consumers; this information enhances the effectiveness of decisions made by marketing managers.[5]

Traditionally, marketing researchers were responsible for providing the relevantinformationand marketing

decisions were made by the managers. However, the roles are changing and marketing researchers are

becoming more involved in decision making, whereas marketing managers are becoming more involved

with research. The role of marketing research in managerial decision making is explained further using the

framework of the "DECIDE" model:

The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision

process begins by precisely definingthe problem or opportunity, along with the objectives and

constraints.[5]

Next, the possible decision factors that make up the alternative courses of action (controllable
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factors) and uncertainties (uncontrollable factors) areenumerated. Then, relevant information on the

alternatives and possible outcomes is collected. The next step is to identifyand select the best alternative

based on chosen criteria or measures of success. Then a detailed plan to developand implement the

alternative selected is developed and put into effect. Last, the outcome of the decision and the decision

process itself are evaluated.

What is the Role of Research? Managers and CEOs often want to base their brand decision on

measurable market research. So, how much market research should you do? Research can never give you

all the answers, but it can be effectively used to understand how target audiences might receive a new

idea, or to find a new market opportunity.

[edit]Marketing research characteristics

First, marketing research is systematic. Thus systematic planning is required at all the stages of the

marketing research process. The procedures followed at each stage are methodologically sound, well

documented, and, as much as possible, planned in advance. Marketing research uses the scientific method

in that data are collected and analyzed to test prior notions or hypotheses.

Marketing research is objective. It attempts to provide accurate information that reflects a true state of

affairs. It should be conducted impartially. While research is always influenced by the researcher's research

philosophy, it should be free from the personal or political biases of the researcher or themanagement.

Research which is motivated by personal or political gain involves a breach of professional standards. Such

research is deliberately biased so as to result in predetermined findings. The objective nature of marketing

research underscores the importance of ethical considerations.

[edit]Comparison with other forms of business research

Other forms of business research include:

Market researchis broader in scope and examines all aspects of a business environment. It asks

questions aboutcompetitors,market structure, government regulations, economic trends, technological

advances, and numerous other factors that make up the business environment (seeenvironmental

scanning). Sometimes the term refers more particularly to the financial analysis of companies,

industries, orsectors. In this case, financial analysts usually carry out the research and provide the

results to investment advisors and potential investors.

Product research - This looks at whatproductscan be produced with available technology, and what

new product innovations near-future technology can develop (seenew product development).

Advertising researchis a specialized form of marketing research conducted to improve the efficacy of

advertising.Copy testing, also known as "pre-testing," is a form of customized research that predicts

in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage,

motivation, entertainment, and communication, as well as breaking down the ads flow of
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attentionandflow of emotion. Pre-testing is also used on ads still in rough (ripomaticoranimatic) form.

(Young, p. 213)

[edit]Classification of marketing research

Organizations engage in marketing research for two reasons: (1) to identify and (2) solve marketing

problems. This distinction serves as a basis for classifying marketing research into problem identification

research and problem solving research.

Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on

the surface and yet exist or are likely to company image, market characteristics, sales analysis, short-range

forecasting, long range forecasting, andbusiness trendsresearch. Research of this type provides

information about the marketing environment and helps diagnose a problem. For example, The findings of

problem solving research are used in making decisions which will solve specific marketing problems.

TheStanford Research Institute, on the other hand, conducts an annual survey of consumers that is used

to classify persons into homogeneous groups for segmentation purposes. TheNational Purchase

Diarypanel (NPD) maintains the largest diary panel in the United States.

Standardized services are research studies conducted for different client firms but in a standard way. For

example, procedures for measuring advertising effectiveness have been standardized so that the results

can be compared across studies and evaluative norms can be established. The Starch Readership Survey

is the most widely used service for evaluating print advertisements; another well-known service is

theGallup and RobinsonMagazine Impact Studies. These services are also sold on a syndicated basis.

Customized services offer a wide variety of marketing research services customized to suit a client's

specific needs. Each marketing research project is treated uniquely.

Limited-service suppliers specialize in one or a few phases of the marketing research project. Services

offered by such suppliers are classified as field services, coding and data entry, data analysis,

analytical services, and branded products. Field services collect data through mail, personal, or

telephone interviewing, and firms that specialize in interviewing are called field service organizations.

Theseorganizationsmay range from small proprietary organizations which operate locally to large

multinational organizations with WATS line interviewing facilities. Some organizations maintain

extensive interviewing facilities across the country for interviewing shoppers in malls.

Coding and data entry services include editing completed questionnaires, developing a coding

scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC

Data Systems provides such services.

Analytical services include designing and pretesting questionnaires, determining the best means of

collecting data, designing sampling plans, and other aspects of the research design. Some complex

marketing research projects require knowledge of sophisticated procedures, including specialized

experimental designs, and analytical techniques such as conjoint analysis and multidimensional
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scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical

services.

Data analysis services are offered by firms, also known as tab houses, that specialize in computer

analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms

supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two

or more variables simultaneously). With the proliferation ofsoftware, many firms now have the

capability to analyze their own data, but, data analysis firms are still in demand.

Branded marketing research products and services are specialized data collection and analysis

procedures developed to address specific types of marketing research problems. These procedures

are patented, given brand names, and marketed like any other branded product.

[edit]Types of marketing research

Marketing research techniques come in many forms, including:

Ad Tracking periodic or continuous in-market research to monitor abrandsperformance using

measures such as brand awareness, brand preference, and product usage. (Young, 2005)

Advertising Research used to predictcopy testingortrackthe efficacy of advertisements for any

medium, measured by the ads ability to get attention (measured withAttentionTracking), communicate

the message, build the brands image, and motivate the consumer to purchase the product or service.

(Young, 2005)

Brand equityresearch - how favorably do consumers view the brand?

Brand association research - what do consumers associate with the brand?

Brand attribute research - what are the key traits that describe the brand promise?

Brand name testing- what do consumers feel about the names of the products?

Commercial eye trackingresearch - examine advertisements, package designs, websites, etc. by

analyzing visual behavior of the consumer

Concept testing- to test the acceptance of a concept by target consumers

Coolhunting- to make observations and predictions in changes of new or existing cultural trends in

areas such as fashion, music, films, television, youth culture and lifestyle Buyer decision processesresearch - to determine what motivates people to buy and what decision-

making process they use

Copy testing predicts in-market performance of an ad before it airs by analyzing audience levels

ofattention,brand linkage,motivation, entertainment, and communication, as well as breaking down

the adsflow of attentionandflow of emotion. (Young, p 213)

Customer satisfaction research- quantitative or qualitative studies that yields an understanding of a

customer's of satisfaction with a transaction

Demandestimation - to determine the approximate level of demand for the product
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Distribution channelaudits - to assess distributors and retailers attitudes toward a product, brand, or

company

Internet strategic intelligence - searching for customer opinions in the Internet: chats, forums, web

pages, blogs... where people express freely about their experiences with products, becoming strong

opinion formers.

Marketing effectivenessand analytics - Building models and measuring results to determine the

effectiveness of individual marketing activities.

Mystery consumerormystery shopping- An employee or representative of the market research firm

anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper

then records the entire experience. This method is often used for quality control or for researching

competitors' products.

Positioningresearch - how does thetarget marketsee thebrandrelative to competitors? - what does

the brand stand for?

Price elasticitytesting - to determine how sensitive customers are to price changes

Sales forecasting - to determine the expected level of sales given the level of demand. With respect to

other factors like Advertising expenditure, sales promotion etc.

Segmentation research- to determine thedemographic,psychographic, and behavioural

characteristics of potential buyers

Online panel- a group of individual who accepted to respond to marketing research online

Store audit - to measure the sales of a product or product line at a statistically selected store sample in

order to determinemarket share, or to determine whether a retail store provides adequate service

Test marketing- a small-scale product launch used to determine the likely acceptance of the product

when it is introduced into a wider market

Viral Marketing Research- refers to marketing research designed to estimate the probability that

specific communications will be transmitted throughout an individual'sSocial Network. Estimates

ofSocial Networking Potential(SNP) are combined with estimates of selling effectiveness to estimate

ROI on specific combinations of messages and media.

All of these forms of marketing research can be classified as either problem-identification research or as

problem-solving research.

There are two main sources of data - primary and secondary. Primary research is conducted from scratch.

It is original and collected to solve the problem in hand. Secondary research already exists since it has

been collected for other purposes. It is conducted on data published previously and usually by someone

else. Secondary research costs far less than primary research, but seldom comes in a form that exactly

meets the needs of the researcher.

A similar distinction exists between exploratory research and conclusive research. Exploratory research

provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only
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with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized

to the whole population.

Exploratory research is conducted to explore a problem to get some basic idea about the solution at the

preliminary stages of research. It may serve as the input to conclusive research. Exploratory researchinformation is collected by focus group interviews, reviewing literature or books, discussing with experts,

etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the

purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw

some conclusion about the problem. It is essentially, structured and quantitative research, and the output of

this research is the input tomanagement information systems(MIS).

Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if

the findings are very hard to interpret for the marketing managers.

[edit]Marketing research methods

Methodologically, marketing research uses the following types of research designs:[6]

Based on questioning

Qualitative marketing research- generally used for exploratory purposes - small number of

respondents - not generalizable to the whole population - statistical significance and

confidence not calculated - examples includefocus groups,in-depth interviews, andprojective

techniques

Quantitative marketing research- generally used to draw conclusions - tests a

specifichypothesis- uses randomsamplingtechniques so as to infer from the sample to the

population - involves a large number of respondents - examples

includesurveysandquestionnaires. Techniques includechoice modelling,maximum

difference preference scaling, andcovariance analysis.

Based on observations

Ethnographicstudies - by nature qualitative, the researcher observes social phenomena in

their natural setting - observations can occur cross-sectionally (observations made at one

time) or longitudinally (observations occur over several time-periods) - examples include

product-use analysis and computer cookie traces. See alsoEthnographyandObservational

techniques.

Experimental techniques- by nature quantitative, the researcher creates a quasi-artificial

environment to try to control spurious factors, then manipulates at least one of the variables -

examples include purchase laboratories and test markets

Researchers often use more than one research design. They may start with secondary research

to get background information, then conduct a focus group (qualitative research design) to explore
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the issues. Finally they might do a full nation-wide survey (quantitative research design) in order

to devise specific recommendations for the client.

[edit]Business to business market research

Business to business (B2B) research is inevitably more complicated than consumer research. The

researchers need to know what type of multi-faceted approach will answer the objectives, since

seldom is it possible to find the answers using just one method. Finding the right respondents is

crucial in B2B research since they are often busy, and may not want to participate. Encouraging

them to open up is yet another skill required of the B2B researcher. Last, but not least, most

business research leads to strategic decisions and this means that the business researcher must

have expertise in developing strategies that are strongly rooted in the research findings and

acceptable to the client.

There are four key factors that make B2B market research special and different to consumer

markets:[7]

The decision making unit is far more complex in B2B markets than in consumer markets

B2B products and their applications are more complex than consumer products

B2B marketers address a much smaller number of customers who are very much larger in

their consumption of products than is the case in consumer markets

Personal relationships are of critical importance in B2B markets.

2/c

[edit]Marketing research in small businesses and nonprofit

organizations

Marketing research does not only occur in huge corporations with many employees and a large

budget. Marketing information can be derived by observing the environment of their location and

the competitions location. Small scale surveys and focus groups are low cost ways to gather

information from potential and existing customers. Most secondary data (statistics, demographics,

etc.) is available to the public in libraries or on the internet and can be easily accessed by a small

business owner.

Below are some steps that could be done by SME (Small Medium Entreprise) to analyze the

market[8]

:

1. Provide secondary and or primary data (if necessary);

2. Analyze Macro & Micro Economic data (e.g. Supply & Demand, GDP,Price change,

Economic growth, Sales by sector/industries,interest rate, number of investment/

divestment, I/O, CPI, Social anlysis,etc.);
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3. Implement the marketing mix concept, which is consist of: Place, Price,

Product,Promotion, People, Process, Physical Evidence and also Political & social

situation to analyze global market situation);

4. Analyze market trends, growth, market size, market share, market competition (e.g.

SWOT analysis, B/C Analysis,channel mapping identities of key channels, drivers of

customers loyalty and satisfaction, brand perception, satisfaction levels, current

competitor-channel relationship analysis, etc.),etc.;

5. Determine market segment, market target, market forecast and market position;

6. Formulating market strategy & also investigating the possibility of partnership/

collaboration (e.g. Profiling & SWOT analysis of potential partners, evaluating business

partnership.)

7. Combine those analysis with the SME's business plan/ business model analysis (e.g.

Business description, Business process, Business strategy, Revenue model, Business

expansion, Return of Investment, Financial analysis (Company History, Financial

assumption, Cost/Benefit Analysis, Projected profit & Loss, Cashflow, Balance sheet &

business Ratio,etc.).

Note as important : Overall analysis should be based on 6W+1H (What, When, Where, Which,

Who, Why and How)question.

[edit]International Marketing Research plan

International Marketing Research follows the same path as domestic research, but there are

a few more problems that may arise. Customers in international markets may have very

different customs, cultures, and expectations from the same company. In this case, Marketing

Research relies more on primary data rather than secondary information. Gathering the

primary data can be hindered by language, literacy and access to technology.

[edit]Commonly used marketing research terms

Market research techniques resemble those used in political polling and social science

research.Meta-analysis(also called the Schmidt-Hunter technique) refers to a statistical

method of combining data from multiple studies or from several types of studies.

Conceptualization means the process of converting vague mental images into definable

concepts. Operationalization is the process of converting concepts into specific observable

behaviors that a researcher can measure. Precision refers to the exactness of any given

measure.Reliabilityrefers to the likelihood that a given operationalized construct will yield the

same results if re-measured.Validityrefers to the extent to which a measure provides data

that captures the meaning of the operationalized construct as defined in the study. It asks,

Are we measuring what we intended to measure?
http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=9http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=9http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=9http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=10http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=10http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=10http://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/wiki/Reliability_(psychometric)http://en.wikipedia.org/wiki/Reliability_(psychometric)http://en.wikipedia.org/wiki/Reliability_(psychometric)http://en.wikipedia.org/wiki/Validity_(psychometric)http://en.wikipedia.org/wiki/Validity_(psychometric)http://en.wikipedia.org/wiki/Validity_(psychometric)http://en.wikipedia.org/wiki/Validity_(psychometric)http://en.wikipedia.org/wiki/Reliability_(psychometric)http://en.wikipedia.org/wiki/Meta-analysishttp://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=10http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=9


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Applied research sets out to prove a specific hypothesis of value to the clients paying for

the research. For example, a cigarette company might commission research that

attempts to show that cigarettes are good for one's health. Many researchers have

ethical misgivings about doing applied research.

Sugging(from SUG, for "selling under the guise" of market research) forms a sales

technique in which sales people pretend to conduct marketing research, but with the real

purpose of obtaining buyer motivation and buyer decision-making information to be used

in a subsequent sales call.

Fruggingcomprises the practice of soliciting funds under the pretense of being a

researchorganization.

[edit]Selecting a research supplier

A firm that cannot conduct an entire marketing research project in-house must select an

external supplier for one or more phases of the project. The firm should compile a list of

prospective suppliers from such sources as trade publications, professional directories, and

word of mouth. When deciding on criteria for selecting an outside supplier, a firm should ask

itself why it is seeking outside marketing research support. For example, a small firm that

needs one project investigated may find it economically efficient to employ an outside source.

Or a firm may not have the technical expertise undertake certain phases of a project or

political conflict-of-interest issues may determine that a project be conducted by an outside

supplier.[9]

When developing criteria for selecting an outside supplier, a firm should keep some basics in

mind. 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

nontechnical expertise? In other words, in addition to technical skills, are the personnel

assigned to the task sensitive to the client's needs and do they share the client's research

ideology? Can they communicate well with the client?[9]

The cheapest bid is not always the best one. Competitive bids should be obtained and

compared on the basis of quality as well as price. A good practice is to get a written bid or

contract before beginning the project. Decisions about marketing research suppliers, just like

other management decisions, should be based on sound information.[9]

[edit]Careers in marketing research

Some of the positions available in marketing research include vice president of marketing

research, research director, assistant director of research, project manager, field work
http://en.wikipedia.org/wiki/Sugginghttp://en.wikipedia.org/wiki/Sugginghttp://en.wikipedia.org/wiki/Frugginghttp://en.wikipedia.org/wiki/Frugginghttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=11http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=11http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=11http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=12http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=12http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=12http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=12http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/wiki/Marketing_research#cite_note-Glazer-8http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=11http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Frugginghttp://en.wikipedia.org/wiki/Sugging


12/15

director, statistician/data processing specialist, senior analyst, analyst, junior analyst and

operational supervisor.[10]

The most common entry-level position in marketing research for people with bachelor's

degrees (e.g.,BBA) is as operational supervisor. These people are responsible forsupervising a well-defined set of operations, including field work, data editing, and coding,

and may be involved in programming and data analysis. Another entry-level position for BBAs

is assistant project manager. An assistantproject managerwill learn and assist in

questionnaire design, review field instructions, and monitor timing and costs of studies. In the

marketing research industry, however, there is a growing preference for people with master's

degrees. Those with MBA or equivalent degrees are likely to be employed as project

managers.[10]

A small number of business schools also offer a more specializedMaster of Marketing

Research(MMR) degree. An MMR typically prepares students for a wide range of research

methodologies and focuses on learning both in the classroom and the field.

The typical entry-level position in a business firm would be junior research analyst (for BBAs)

or research analyst (forMBAsorMMRs). The junior analyst and the research analyst learn

about the particular industry and receive training from a senior staff member, usually the

marketing research manager. The junior analyst position includes a training program to

prepare individuals for the responsibilities of a research analyst, including coordinating with

the marketing department and sales force to develop goals for product exposure. The

research analyst responsibilities include checking all data for accuracy, comparing and

contrasting new research with established norms, and analyzing primary and secondary data

for the purpose of market forecasting.

As these job titles indicate, people with a variety of backgrounds and skills are needed in

marketing research. Technical specialists such as statisticians obviously need strong

backgrounds in statistics and data analysis. Other positions, such as research director, call

for managing the work of others and require more general skills. To prepare for a career in

marketing research, students usually:

Take all themarketingcourses.

Take courses instatisticsandquantitative methods.

Acquirecomputerskills.

Take courses inpsychologyandconsumer behavior.

Acquire effective written and verbalcommunicationskills.

Think creatively.[10]

Career ladder in marketing research:
http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/Project_managerhttp://en.wikipedia.org/wiki/Project_managerhttp://en.wikipedia.org/wiki/Project_managerhttp://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/MBAhttp://en.wikipedia.org/wiki/MBAhttp://en.wikipedia.org/wiki/MBAhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Quantitative_methodhttp://en.wikipedia.org/wiki/Quantitative_methodhttp://en.wikipedia.org/wiki/Quantitative_methodhttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Consumer_behaviorhttp://en.wikipedia.org/wiki/Consumer_behaviorhttp://en.wikipedia.org/wiki/Consumer_behaviorhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Consumer_behaviorhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Quantitative_methodhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/MBAhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/MMRhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9http://en.wikipedia.org/wiki/Project_managerhttp://en.wikipedia.org/wiki/BBAhttp://en.wikipedia.org/wiki/Marketing_research#cite_note-Boudreaux-9


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1. Vice-President of Marketing Research: This is the senior position in marketing

research. The VP is responsible for the entire marketing research operation of the

company and serves on the top management team. Sets the objectives and goals of

the marketing, research department.

2. Research Director: Also a senior position, the director has the overall responsibility

for the development and execution of all the marketing research projects.

3. Assistant Director of Research: Serves as an administrative assistant to the director

and supervises some of the other marketing research staff members.

4. (Senior) Project Manager: Has overall responsibility for design, implementation, and

management of research projects.

5. Statistician/Data Processing Specialist: Serves as an expert on theory and

application of statistical techniques. Responsibilities include experimental design,

data processing, and analysis.

6. Senior Analyst: Participates in the development of projects and directs the

operational execution of the assigned projects. Works closely with the analyst, junior

analyst, and other personnel in developing the research design and data collection.

Prepares the final report. The primary responsibility for meeting time and cost

constraints rests with the senior analyst.

7. Analyst: Handles the details involved in executing the project. Designs and pretests

the questionnaires and conducts a preliminary analysis of the data.

8. Junior Analyst: Handles routine assignments such as secondary data analysis,

editing and coding of questionnaires, and simple statistical analysis.

9. Field Work Director: Responsible for the selection, training, supervision, and

evaluation of interviewers and other field workers.[11]

[edit]See also

Ad Tracking

A/B testing

Advertising Research

AttentionTracking

Commercial eye tracking

Copy testing

Experimental techniques

Enterprise Feedback Management(EFM)

Global Marketing

Industry or market research

Integrated Marketing Communications
http://en.wikipedia.org/wiki/Marketing_research#cite_note-KTC-10http://en.wikipedia.org/wiki/Marketing_research#cite_note-KTC-10http://en.wikipedia.org/wiki/Marketing_research#cite_note-KTC-10http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=13http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=13http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=13http://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/A/B_testinghttp://en.wikipedia.org/wiki/A/B_testinghttp://en.wikipedia.org/wiki/Advertising_Researchhttp://en.wikipedia.org/wiki/Advertising_Researchhttp://en.wikipedia.org/wiki/AttentionTrackinghttp://en.wikipedia.org/wiki/AttentionTrackinghttp://en.wikipedia.org/wiki/Commercial_eye_trackinghttp://en.wikipedia.org/wiki/Commercial_eye_trackinghttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Experimental_techniqueshttp://en.wikipedia.org/wiki/Experimental_techniqueshttp://en.wikipedia.org/wiki/Enterprise_Feedback_Managementhttp://en.wikipedia.org/wiki/Enterprise_Feedback_Managementhttp://en.wikipedia.org/wiki/Global_Marketinghttp://en.wikipedia.org/wiki/Global_Marketinghttp://en.wikipedia.org/wiki/Industry_or_market_researchhttp://en.wikipedia.org/wiki/Industry_or_market_researchhttp://en.wikipedia.org/wiki/Integrated_Marketing_Communicationshttp://en.wikipedia.org/wiki/Integrated_Marketing_Communicationshttp://en.wikipedia.org/wiki/Integrated_Marketing_Communicationshttp://en.wikipedia.org/wiki/Industry_or_market_researchhttp://en.wikipedia.org/wiki/Global_Marketinghttp://en.wikipedia.org/wiki/Enterprise_Feedback_Managementhttp://en.wikipedia.org/wiki/Experimental_techniqueshttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Commercial_eye_trackinghttp://en.wikipedia.org/wiki/AttentionTrackinghttp://en.wikipedia.org/wiki/Advertising_Researchhttp://en.wikipedia.org/wiki/A/B_testinghttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=13http://en.wikipedia.org/wiki/Marketing_research#cite_note-KTC-10


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Knowledge management

List of marketing research firms

Marketing

Marketing Research Association

Research Methods Institute

Marketing research mix

Marketing research process

Master of Marketing Research

mTAB

Observational techniques

Propaganda

Quantitative marketing research

Qualitative marketing research

Worrell

[edit]Notes

1. ^The Definition of Marketing.American Marketing

Association.http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.as

px. Retrieved 2011-04-04. Approved by the AMA Board of Directors in October 2007,

theMarketing Accountability Standards Board (MASB)endorses this definition as part of

its ongoingCommon Language: Marketing Activities and Metrics Project.

2. ^McDonald, Malcolm (2007),Marketing Plans(6th ed.), Oxford, England: Butterworth-

Heinemann,ISBN978-0750683869

3. ^http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c

1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRD

4. ^Malhotra, Naresha K. (2002), Basic Marketing Research: A Decision-Making Approach,

Upper Saddle River, NJ: Prentice Hall, ISBN0133768562 9780133768565 0130090484

9780130090485

5. ^abTwedt, Dick Warren (1983), 1983 Survey of Marketing Research, Chicago:

American Marketing Association

6. ^Marketing Research: An Applied Orientation 2006 (5th Edition) by Naresh

Malhotra.ISBN 0132221179

7. ^Business-to-Business MarketingBy Paul Hague, Nick Hague and Matt Harrison

(undated) accessed October 9, 2006

8. ^Wibowo Martino, Marketing Management for Small Medium Enterprises,

Jakarta,Indonesia, 2008, unpublished material
http://en.wikipedia.org/wiki/Integrated_Marketing_Communicationshttp://en.wikipedia.org/wiki/Integrated_Marketing_Communicationshttp://en.wikipedia.org/wiki/Knowledge_managementhttp://en.wikipedia.org/wiki/Knowledge_managementhttp://en.wikipedia.org/wiki/List_of_marketing_research_firmshttp://en.wikipedia.org/wiki/List_of_marketing_research_firmshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_Research_Associationhttp://en.wikipedia.org/wiki/Marketing_Research_Associationhttp://en.wikipedia.org/wiki/Research_Methods_Institutehttp://en.wikipedia.org/wiki/Research_Methods_Institutehttp://en.wikipedia.org/wiki/Marketing_research_mixhttp://en.wikipedia.org/wiki/Marketing_research_mixhttp://en.wikipedia.org/wiki/Marketing_research_processhttp://en.wikipedia.org/wiki/Marketing_research_processhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/MTABhttp://en.wikipedia.org/wiki/MTABhttp://en.wikipedia.org/wiki/Observational_techniqueshttp://en.wikipedia.org/wiki/Observational_techniqueshttp://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Quantitative_marketing_researchhttp://en.wikipedia.org/wiki/Quantitative_marketing_researchhttp://en.wikipedia.org/wiki/Qualitative_marketing_researchhttp://en.wikipedia.org/wiki/Qualitative_marketing_researchhttp://en.wikipedia.org/wiki/Worrellhttp://en.wikipedia.org/wiki/Worrellhttp://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=14http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=14http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=14http://en.wikipedia.org/wiki/Marketing_research#cite_ref-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-0http://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://www.themasb.org/projects/underway/http://www.themasb.org/projects/underway/http://www.themasb.org/projects/underway/http://en.wikipedia.org/wiki/Marketing_research#cite_ref-McDonald_1-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-McDonald_1-0http://books.google.com/?id=os0K20MsepoC&pg=PA364&dq=%22market+research+vs.+marketing+research%22&q=http://books.google.com/?id=os0K20MsepoC&pg=PA364&dq=%22market+research+vs.+marketing+research%22&q=http://books.google.com/?id=os0K20MsepoC&pg=PA364&dq=%22market+research+vs.+marketing+research%22&q=http://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Special:BookSources/978-0750683869http://en.wikipedia.org/wiki/Special:BookSources/978-0750683869http://en.wikipedia.org/wiki/Special:BookSources/978-0750683869http://en.wikipedia.org/wiki/Marketing_research#cite_ref-2http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-Malhotra_3-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Malhotra_3-0http://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-5http://en.wikipedia.org/wiki/Marketing_research#cite_ref-5http://en.wikipedia.org/wiki/Special:BookSources/0132221179http://en.wikipedia.org/wiki/Special:BookSources/0132221179http://en.wikipedia.org/wiki/Special:BookSources/0132221179http://en.wikipedia.org/wiki/Marketing_research#cite_ref-6http://www.b2binternational.com/whitepapers4.htmlhttp://www.b2binternational.com/whitepapers4.htmlhttp://www.b2binternational.com/whitepapers4.htmlhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-7http://en.wikipedia.org/wiki/Marketing_research#cite_ref-7http://en.wikipedia.org/wiki/Marketing_research#cite_ref-7http://www.b2binternational.com/whitepapers4.htmlhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-6http://en.wikipedia.org/wiki/Special:BookSources/0132221179http://en.wikipedia.org/wiki/Marketing_research#cite_ref-5http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Twedt_4-0http://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/Special:BookSources/0133768562_9780133768565_0130090484_9780130090485http://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-Malhotra_3-0http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRDhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-2http://en.wikipedia.org/wiki/Special:BookSources/978-0750683869http://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://books.google.com/?id=os0K20MsepoC&pg=PA364&dq=%22market+research+vs.+marketing+research%22&q=http://en.wikipedia.org/wiki/Marketing_research#cite_ref-McDonald_1-0http://www.themasb.org/projects/underway/http://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspxhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/Marketing_research#cite_ref-0http://en.wikipedia.org/w/index.php?title=Marketing_research&action=edit&section=14http://en.wikipedia.org/wiki/Worrellhttp://en.wikipedia.org/wiki/Qualitative_marketing_researchhttp://en.wikipedia.org/wiki/Quantitative_marketing_researchhttp://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Observational_techniqueshttp://en.wikipedia.org/wiki/MTABhttp://en.wikipedia.org/wiki/Master_of_Marketing_Researchhttp://en.wikipedia.org/wiki/Marketing_research_processhttp://en.wikipedia.org/wiki/Marketing_research_mixhttp://en.wikipedia.org/wiki/Research_Methods_Institutehttp://en.wikipedia.org/wiki/Marketing_Research_Associationhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/List_of_marketing_research_firmshttp://en.wikipedia.org/wiki/Knowledge_management


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9. ^abcGlazer, Rashi (October 1991), Marketing in an Information-Intensive Environment:

Strategic Implications of Knowledge as an Asset, Upper Saddle River, NJ: Journal of

Marketing, pp. 119

10. ^abcBoudreaux, Michael (March 1984), "Prepare for Your Future in Marketing, Your

Interviews, and Something 'Extra'", Student Edition Marketing News(2): 34

11. ^Kinnear, Thomas C.; Root, Ann R. (1988), 1988 Survey of Marketing Research,

Chicago: American Marketing Association

[edit]References
http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-2http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-2http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Glazer_8-2http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-0http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-1http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-2http://en.wikipedia.org/wiki/Marketing_research#cite_ref-Boudreaux_9-2http://en.wikipedia.org/wiki/Marketing_research#

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