1) Overview
2) What does Marketing Research Encompass
3) The Nature of Marketing Research
4) Definition of Marketing Research
5) A Classification of Marketing Research
6) The role of Marketing Research in MIS and DSS
7) Marketing Research Suppliers and Services
8) Selecting a Research Supplier
Chapter Outline (cont.)
9) Careers in Marketing Research
10) Marketing Research Process
11) The Department Store Patronage Project
12) International Marketing Research
13) Ethics in Marketing Research
14) Internet and Computer Applications
15) Focus on Burke
16) Summary
17) Key Terms and Concepts
18) Acronyms
RIP 1.1 The American Marketing Association
Redefines Marketing Research
Improve understanding of
marketing as a process
Fig 1.1 The Role of Marketing Research
Customer Groups
Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing Economy
Product Research Technology
Pricing
Laws & Regulation
Promotion
Social & Cultural
Distribution Factors
Assessing Providing Marketing
Political Factors
Information Information Decision
Needs Making
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control
Market Research
PROMOTIONAL RESEARCH
MIS DSS
problems
RESARCH
INTERNAL SUPPLIERS EXTERNAL
LIMITED SERVICE
FULL SERVICE
Field Branded
Syndicate Internet Products
Services
Services Services and Services
Customiz Coding and
Standardized
ed Data Entry Data
Services
Services Services Analysis
Analytical
Services Services
RIP 1.2 Organization of Marketing
Research at Oscar Mayer
Marketing Research
RIP 1.7 Marketing Research Associations
Online
Domestic
AAPOR: American Association for Public Opinion Research
(www.aapor.org)
AMA: American Marketing Association (www.ama.org)
ARF: The Advertising Research Foundation (www.amic.com/arf)
CASRO: The Council of American Survey Research Organizations
(www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association
(www.qrca.org)
RIC: Research Industry Coalition (www.research industry.org)
RIP 1.7 Contd.
International
ESOMAR: European Society for Opinion and Marketing Research
(www.esomar.nl)
MRS: The Market Research Society (UK)
(www.marketresearch.org.uk)
MRSA: The Market Research Society of Australia
(www.mrsa.com.au)
PMRS: The Professional Marketing Research Society (Canada)
(www.pmrs-aprm.com)