Podcast
Questions and Answers
Which method involves observing brain activity as consumers are exposed to stimuli such as packages or ads?
Which method involves observing brain activity as consumers are exposed to stimuli such as packages or ads?
What is the purpose of Market Segmentation?
What is the purpose of Market Segmentation?
Which method involves creating and hosting marketing research online communities?
Which method involves creating and hosting marketing research online communities?
What is the purpose of Social Media Monitoring?
What is the purpose of Social Media Monitoring?
Signup and view all the answers
Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?
Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?
Signup and view all the answers
What is the estimated worldwide revenue for the marketing research industry?
What is the estimated worldwide revenue for the marketing research industry?
Signup and view all the answers
Which company leads the largest marketing research companies in being truly international?
Which company leads the largest marketing research companies in being truly international?
Signup and view all the answers
Who is known as the 'father of marketing research'?
Who is known as the 'father of marketing research'?
Signup and view all the answers
What was the purpose of Parlin’s research?
What was the purpose of Parlin’s research?
Signup and view all the answers
In which decade was marketing research seen as indispensable to track consumption in widespread markets?
In which decade was marketing research seen as indispensable to track consumption in widespread markets?
Signup and view all the answers
During which decade were computers introduced to the field of marketing research?
During which decade were computers introduced to the field of marketing research?
Signup and view all the answers
Which decade saw the automation of data analysis in marketing research?
Which decade saw the automation of data analysis in marketing research?
Signup and view all the answers
In which decade did personal computers lead to improvement of data analysis in marketing research?
In which decade did personal computers lead to improvement of data analysis in marketing research?
Signup and view all the answers
Which event led to major changes in the marketing research industry including consolidation in the 1990’s?
Which event led to major changes in the marketing research industry including consolidation in the 1990’s?
Signup and view all the answers
What kind of organizations conduct client-side research?
What kind of organizations conduct client-side research?
Signup and view all the answers
What is the main focus of internal suppliers when conducting marketing research?
What is the main focus of internal suppliers when conducting marketing research?
Signup and view all the answers
How is DIY research facilitated by the Internet?
How is DIY research facilitated by the Internet?
Signup and view all the answers
Which global marketing research firm has the highest number of employees?
Which global marketing research firm has the highest number of employees?
Signup and view all the answers
What is the main service offered by a supplier or agency in the context of marketing research?
What is the main service offered by a supplier or agency in the context of marketing research?
Signup and view all the answers
What is the primary role of external suppliers in marketing research?
What is the primary role of external suppliers in marketing research?
Signup and view all the answers
What is a common method used in DIY research facilitated by the Internet?
What is a common method used in DIY research facilitated by the Internet?
Signup and view all the answers
Which company listed as a global marketing research firm has the highest global revenues?
Which company listed as a global marketing research firm has the highest global revenues?
Signup and view all the answers
What distinguishes supplier or agency firms specializing in marketing research?
What distinguishes supplier or agency firms specializing in marketing research?
Signup and view all the answers
Which type of marketing research service specializes in providing client services associated with measuring online consumer behavior and online data collection?
Which type of marketing research service specializes in providing client services associated with measuring online consumer behavior and online data collection?
Signup and view all the answers
What is the primary focus of the Technique Specialty Type 'Qualitative'?
What is the primary focus of the Technique Specialty Type 'Qualitative'?
Signup and view all the answers
Which marketing research service type uses a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction?
Which marketing research service type uses a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction?
Signup and view all the answers
Which technique specialty type conducts research using mobile devices such as iPads or smartphones?
Which technique specialty type conducts research using mobile devices such as iPads or smartphones?
Signup and view all the answers
What does the Industry or Market Segment Specialists type of marketing research service specialize in?
What does the Industry or Market Segment Specialists type of marketing research service specialize in?
Signup and view all the answers
Which major type of marketing research service can analyze the trends and consumer behavior within an industry and sell to many companies?
Which major type of marketing research service can analyze the trends and consumer behavior within an industry and sell to many companies?
Signup and view all the answers
What is the primary focus of Customized Services in marketing research?
What is the primary focus of Customized Services in marketing research?
Signup and view all the answers
Which major type of marketing research service provides client services associated with measuring online consumer behavior and measurement of online data collection?
Which major type of marketing research service provides client services associated with measuring online consumer behavior and measurement of online data collection?
Signup and view all the answers
What distinguishes full-service supplier firms from limited-service supplier firms?
What distinguishes full-service supplier firms from limited-service supplier firms?
Signup and view all the answers
What types of services do full-service supplier firms typically offer to their clients?
What types of services do full-service supplier firms typically offer to their clients?
Signup and view all the answers
What is a characteristic of limited-service supplier firms?
What is a characteristic of limited-service supplier firms?
Signup and view all the answers
Which of the following is an example of a service that limited-service supplier firms might specialize in?
Which of the following is an example of a service that limited-service supplier firms might specialize in?
Signup and view all the answers
What distinguishes full-service supplier firms from limited-service supplier firms based on the text?
What distinguishes full-service supplier firms from limited-service supplier firms based on the text?
Signup and view all the answers
What sets full-service supplier firms apart from limited-service supplier firms?
What sets full-service supplier firms apart from limited-service supplier firms?
Signup and view all the answers
What is a common characteristic of full-service supplier firms?
What is a common characteristic of full-service supplier firms?
Signup and view all the answers
What are the primary activities of limited-service supplier firms as mentioned in the text?
What are the primary activities of limited-service supplier firms as mentioned in the text?
Signup and view all the answers
Study Notes
Research Methods in Marketing
- Neuro-marketing involves observing brain activity as consumers are exposed to stimuli like packages or ads.
- Online communities are created and hosted for marketing research to gather insights from participants directly.
- Mixed-method research gathers data through multiple channels such as telephone, online platforms, in-person interviews, and mall intercepts.
Purpose of Market Segmentation and Monitoring
- Market Segmentation aims to divide a market into distinct groups of buyers to tailor strategies according to specific consumer needs.
- Social Media Monitoring is used to track and analyze conversations and trends on social media platforms to inform marketing strategies.
Marketing Research Industry Insights
- The estimated worldwide revenue for the marketing research industry reaches billions annually.
- Nielsen is recognized as the leading international marketing research company.
- Charles Coolidge Parlin is celebrated as the 'father of marketing research.'
Historical Context of Marketing Research
- Parlin’s research sought to understand consumer behavior and improve product offerings.
- The 1980s marked a time when marketing research became essential for tracking consumer trends in expansive markets.
- The introduction of computers to marketing research occurred in the 1960s.
- The 1970s witnessed the automation of data analysis in the field.
- Personal computers in the 1980s greatly enhanced data analysis capabilities.
- The 1990s were influenced by significant events that led to consolidation within the marketing research industry.
Client-Side and Supplier Research
- Client-side research is conducted by organizations interested in understanding their own markets.
- Internal suppliers focus on fulfilling the specific needs of their organization when conducting marketing research.
DIY Research and Internet Impact
- The Internet facilitates DIY research by providing access to tools and data collection methods, empowering individuals to conduct research without extensive resources.
- Survey-based methods are commonly used in DIY research facilitated by the Internet.
Major Global Firms and Services
- Kantar holds the title of the global marketing research firm with the highest number of employees.
- The primary service offered by a supplier or agency in marketing research is data analysis and insight generation.
Roles of Suppliers in Marketing Research
- External suppliers play a key role in conducting research for clients and delivering actionable insights.
- Supplier firms that focus on clients’ needs and behaviors are important for comprehensive data collection.
- Technique Specialty Type 'Qualitative' centers on gathering in-depth subjective insights rather than numerical data.
Specialized Services in Marketing Research
- Services utilizing a proprietary process include offerings like test marketing and satisfaction measurement.
- The Industry or Market Segment Specialists focus on analyzing trends and consumer behaviors within specific industries for multiple clients.
- Customized Services tailor research methodologies specifically to fit the unique requirements of clients.
Characteristics of Supplier Firms
- Full-service supplier firms provide a broad range of research and consulting services, differentiating them from limited-service suppliers, which focus on specific areas.
- Common characteristics of full-service firms include comprehensive offerings and the ability to handle various aspects of marketing research.
- Limited-service supplier firms specialize in specific types of research, such as data collection or analysis, and may not offer a full suite of services.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
This quiz covers the major types of marketing research services, including syndicated data services, packaged services, and online research specialists. It outlines the descriptions and provides examples of firms for each type.
