Marketing Research Industry Overview
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Questions and Answers

Which type of Marketing Research Service offers services tailored to specific client needs?

  • Syndicated Data Services
  • Online Research Specialists
  • Customized Services (correct)
  • Packaged Services

    • Which company specializes in measuring online consumer behavior?

  • Comscore, Inc. (correct)
  • Nielsen
  • Ipsos SA
  • GfK

    • What type of research method is used by Abt Associates, Gongos, and Just the Facts?

  • Packaged Services
  • Mobile Research
  • Sampling
  • Qualitative (correct)

    • Which type of Marketing Research Service specializes in a particular industry or market segment?

    <p>Industry or Market Segment Specialists</p> Signup and view all the answers

    Which of the following is NOT an example of a Syndicated Data Service firm?

    <p>GfK</p> Signup and view all the answers

    What type of research method is used by Kinesis Survey Technologies, Cint, and P2Sample?

    <p>Mobile Research</p> Signup and view all the answers

    Which of the following is an example of a firm specializing in mobile research?

    <p>Kinesis Survey Technologies</p> Signup and view all the answers

    Which type of Marketing Research Service uses proprietary processes to conduct services like test marketing or measuring customer satisfaction?

    <p>Packaged Services</p> Signup and view all the answers

    What is the primary characteristic of client-side research?

    <p>Organizations conduct their own marketing research.</p> Signup and view all the answers

    Which of the following is NOT a type of supplier in marketing research?

    <p>Freelance research analysts</p> Signup and view all the answers

    What is a significant benefit of DIY research facilitated by the internet?

    <p>Organizations have greater access to secondary data.</p> Signup and view all the answers

    What type of firms can conduct the entire marketing research project?

    <p>Full-service supplier firms</p> Signup and view all the answers

    Which company is listed as the top global marketing research firm by revenue?

    <p>Nielsen Holdings</p> Signup and view all the answers

    What distinguishes limited-service supplier firms from full-service ones?

    <p>They focus on a narrow range of marketing research activities.</p> Signup and view all the answers

    Which of the following is an example of internal suppliers in client-side research?

    <p>Internal research departments</p> Signup and view all the answers

    What is a common resource utilized in DIY research?

    <p>Online survey platforms</p> Signup and view all the answers

    Who is considered the "father of marketing research"?

    <p>Charles Coolidge Parlin</p> Signup and view all the answers

    What was the primary purpose of Charles Coolidge Parlin's early marketing research?

    <p>To increase advertising for Saturday Evening Post</p> Signup and view all the answers

    Which of the following techniques was introduced to marketing research in the 1940s?

    <p>Statistical sampling</p> Signup and view all the answers

    Which decade saw the introduction of computers into marketing research?

    <p>1950s</p> Signup and view all the answers

    What key development in the 1980s significantly impacted marketing research?

    <p>The introduction of personal computers</p> Signup and view all the answers

    Which decade saw the consolidation of the marketing research industry?

    <p>1990s</p> Signup and view all the answers

    What new technologies have spurred innovations in marketing research in the 2000s?

    <p>Mobile devices and social media analytics</p> Signup and view all the answers

    What is NOT a challenge facing the marketing research industry?

    <p>The declining use of traditional marketing research methods</p> Signup and view all the answers

    What is the purpose of social media monitoring in marketing?

    <p>All of the above.</p> Signup and view all the answers

    What is the primary goal of Neuromarketing?

    <p>To understand consumer behavior by measuring their physiological responses to marketing stimuli.</p> Signup and view all the answers

    Which of the following is NOT a challenge facing marketing research today?

    <p>The need to ensure that research findings are always unbiased and objective.</p> Signup and view all the answers

    What is the estimated worldwide revenue for the marketing research industry?

    <p>$44 billion</p> Signup and view all the answers

    Which of the following is a core initiative for the marketing research industry?

    <p>All of the above.</p> Signup and view all the answers

    What is a key benefit of using online communities for marketing research?

    <p>All of the above.</p> Signup and view all the answers

    How do field services contribute to marketing research?

    <p>By conducting surveys and interviews with consumers using various methods.</p> Signup and view all the answers

    Study Notes

    Marketing Research Industry Overview

    • The marketing research industry is estimated at $44 billion globally, with the top 25 firms generating over $22 billion.
    • This industry is highly international, with major companies like Nielsen at its forefront.
    • Revenues vary significantly across the globe.
    • Charles Coolidge Parlin is considered the "father of marketing research."
    • He conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company.
    • The goal was increasing advertising for the Saturday Evening Post magazine.

    Learning Objectives

    • The chapter covers a brief history of the industry.
    • It details different types of marketing research firms.
    • It explains the industry's structure.
    • It explores emerging challenges in the industry.
    • It discusses self-improvement initiatives by firms.
    • It emphasizes ethical considerations in the research process.
    • It provides guidance on pursuing a career in marketing research.

    Growth of Marketing Research

    • The 1930s saw research become widespread as markets diversified, and colleges began to teach corresponding courses.
    • Statistical sampling techniques and focus groups (developed by Alfred Politz and Robert Merton respectively) became popular in the 1940s.
    • The introduction of computers in the 1950s marked a significant shift.
    • Researchers recognized the importance of marketing research in tracking consumption patterns in expanding global markets during the 1960s.
    • Data analysis automation improved during the 1970s.
    • Personal computing in the 1980s enhanced data analysis capabilities.
    • Increased globalization created significant consolidation in the 1990s within the marketing research industry.
    • The 2000s saw an explosion of new technologies, like mobile devices, causing innovations across the industry

    Who Conducts Marketing Research?

    • Client-side research: Organizations conducting their own research.
    • Internal suppliers: Internal departments or individuals are responsible for the research.
    • DIY research: Companies use online tools to conduct research themselves.
    • Supply-side research: External suppliers fulfilling a company's research needs.
    • Supplier or agency: Firms specializing in marketing research providing services to buyers.

    Industry Structure

    • Full-service firms: These firms are capable of managing the entire marketing research process for clients.
    • Limited-service firms: These firms specialize in specific marketing research areas, like a particular industry or segment.

    Major Types of Marketing Research Services

    • Syndicated data services: Analyze trends and consumer behavior for multiple companies.
    • Packaged services: Offer services like market testing or employee satisfaction measurement.
    • Online research specialists: Measure online consumer behavior and conduct online surveys.
    • Customized services: Offer customized research services meeting the unique needs of specific clients.
    • Industry or market segment specialists: Focus on research within particular industries or segments.

    Table 2.1 (Top 10 Global Marketing Research Firms)

    • Presents a ranked list of the top 10 firms in the industry.
    • Include details on headquarters, websites, employee counts, and global revenue figures.

    Industry Performance: Revenues and Profits

    • Worldwide marketing research revenues, estimates are around $44 billion, according to ESOMAR.
    • Top 25 firms in the industry generated more than $22 billion in revenue.

    Challenges Facing Marketing Research

    • Need to incorporate innovative data and methodological approaches.
    • Need for successful communication of research outcomes.
    • Demand for skilled and talented employees.

    Industry Initiatives

    • Maintaining high standards of public credibility for research.
    • Monitoring and adapting to industry trends.
    • Improving ethical practices within the industry.

    Improving Ethical Conduct

    • Adherence to industry standards and ethical principles.
    • Professional certification for qualified industry members.
    • Ongoing education and training for maintaining relevant industry skills.

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    Related Documents

    Marketing Research Ninth Edition, Global Edition PDF

    Description

    This quiz explores the marketing research industry, detailing its history, structure, and major firms. Readers will learn about ethical considerations, emerging challenges, and career paths within this $44 billion global industry. Gain insights into the contributions of pioneers like Charles Coolidge Parlin and the significance of marketing research today.

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