(Business Research Methods)*

Top 50 MarketingResearch Organizations

Sheet1

1922Burke Inc.43.822.810

2019Macro International Inc.42.938.516.5

2123Roper Starch Worldwide Inc.40.017.87.1

2217Abt Associates Inc.39.300

2321Elrick & Lavidge37.15.72.1

2438IntelliQuest Inc.36.52910.6

2526Wirthlin Worldwide35.5165.7

1922Burke Inc.43.822.810

2019Macro International Inc.42.938.516.5

2123Roper Starch Worldwide Inc.40.017.87.1

2217Abt Associates Inc.39.300

2321Elrick & Lavidge37.15.72.1

2438IntelliQuest Inc.36.52910.6

2526Wirthlin Worldwide35.5165.7

2628Total Research Corp.33.127.29

2725MORPACE International31.217.95.6

2827C&R Research Services Inc.31.100

2924Walker Information30.921.86.7

3029Lieberman Research Worldwide28.613.30

3134Diagnostic Research International Inc.26.73.10.8

3233IPSOS-ASI Inc.26.700

3330Yankelovich Partners Inc.26.400

3431Custom Research Inc.25.800

3539Harris Black International Ltd.25.77.41.9

3632Market Strategies Inc.25.21.60.4

3737ICR-Int'l Communications Research22.300

3836Data Development Corp.22.28.71.9

3935Chilton Research Services21.500

4040Market Decisions18.200

41--National Research Corp.16.300

4243Response Analysis Corp.15.900

43--Marketing and Planning Systems14.260.9

4446MATRIXX Marketing Research14.141.15.8

4541RDA Group Inc.14.0304.2

4645Guideline Research Corp.13.32.30.3

4748Directions Research Inc.13.200

4844Conway/Milliken & Associates13.000

4949TVG Inc.12.300

5050Savitz Research Center Inc.12.000

Subtotal, Top 50$5,479.739.30%$2,153.20

All other (124 CASRO member companies not included in Top 50)****535.7

Total (174 organizations)6,015.4

Sheet1

3539Harris Black International Ltd.25.77.41.9

3632Market Strategies Inc.25.21.60.4

3737ICR-Int'l Communications Research22.300

3836Data Development Corp.22.28.71.9

3935Chilton Research Services21.500

4040Market Decisions18.200

41--National Research Corp.16.300

4243Response Analysis Corp.15.900

43--Marketing and Planning Systems14.260.9

4446MATRIXX Marketing Research14.141.15.8

4541RDA Group Inc.14.0304.2

4645Guideline Research Corp.13.32.30.3

4748Directions Research Inc.13.200

4844Conway/Milliken & Associates13.000

4949TVG Inc.12.300

5050Savitz Research Center Inc.12.000

Subtotal, Top 50$5,479.739.30%$2,153.20

All other (124 CASRO member companies not included in Top 50)****535.7

Total (174 organizations)6,015.4

Selected Marketing ResearchCareer DescriptionsVice President of Marketing ResearchPart of companys top management teamDirects companys entire market research operationSets the goals & objectives of the marketing research department

Research DirectorAlso part of senior managementHeads the development and execution of all research projectsAssistant Director of Researchadministrative assistant to directorsupervises research staff membersSenior Project ManagerResponsible for design, implementation, & research projects

Fig 1.5 Contd.Senior AnalystParticipates in the development of projectsCarries out execution of assigned projectsCoordinates the efforts of analyst, junior analyst, & other personnel development of research design and data collectionPrepares final reportAnalystHandles details in execution of projectDesigns & pretests questionnairesConducts Preliminary analysis of dataJunior AnalystSecondary data analysisEdits and codes questionnairesConducts preliminary analysis of dataField Work DirectorHandles selection, training, supervision, and evaluation of interviewers and field workersStatistician/Data ProcessingServes as expert on theory and application on statistical techniquesOversees experimental design, data processing, and analysis

A Sample of Marketing Research Jobs

Marriott functions in three main areas: lodging (Marriott Hotels and Resorts, Marriott Suites, Residence Inns, Courtyard Hotels, and Fairfield Inns), contract services (Marriott Business Food and Services, Education, Health-Care, In-Flight Services, and Host International, Inc.) and restaurants (family restaurants, Travel Plazas, and Hot Shops). It is probably best known, however, for its lodging operations.Marketing Research at Marriott CorporationMarketing research at Marriott is done at the corporate level through the Corporate Marketing Services (CMS). CMSs goals include providing the management of the different areas of Marriott with the information they need to better understand the market and the customer.

CMS conducts many different types of research. They use quantitative and qualitative research approaches such as telephone and mail surveys, focus groups, and customer intercept to gain more information on market segmentation and sizing, product testing, price sensitivity of consumers, consumer satisfaction, and the like.The process of research at Marriott is a simple stepwise progression. The first step is to better define the problem to be addressed and the objectives of the client unit and to develop an approach to the problem. The next step is to formulate a research design and design the study. CMS must decide whether to conduct its own research or buy it from an outside organization. RIP 1.6 Contd.

If the latter option is chosen, CMS must decide whether or not to use multiple firms. Once a decision is made, the research is carried out by collecting and analyzing the data. Then, CMS presents the study findings. The final step in the research process is to keep a constant dialogue between the client and the CMS. During this stage, CMS may help explain the implications of the research findings or may make suggestions for future actions.Marketing Research

www.attik.comScion Toyota car for Generation Y*

Decision-Making is the process of resolving a problem or choosing amongst alternative opportunities

What is the problem or opportunity?How much Information is available?What Information is needed?*Decision-MakingSituationCompleteCertaintyAbsoluteAmbiguityValue of Research

Exploratory Research:

undertaken with the aim of clarifying ambiguous problemsgeneral problems usually known but not sufficiently understood the purpose is to get more information, not to uncover specific courses of action (subsequent research)

Determining a specific course of action to follow is not a purpose of exploratory research!

Example: Child-Care support programme for employees*

Descriptive Research:

undertaken with the aim of determining the characteristics of a population or phenomenonPrevious knowledge of problem existsHigh degree of precision or accuracy required

Examples: Who are the main consumers of organic foods?How many students read the prescribed course literature?Where do most holiday-makers travelling overseas go?When do petrol stations tend to raise their prices? *

Causal Research:

undertaken with the aim of identifying cause and effect relationships amongst variables are normally preceeded by exploratory and descriptive research studiesOften difficult to determine because of the influence of other variables (concommitant Variation and the presence of other hidden variables)

Example: Higher ice-cream consumption causes more people to drown (indicative of a causal relationship (?))*

*DefineProblemPlanning a Research DesignPlanninga SampleGatheringthe DataProcessing andAnalysing the DataConclusionsand Report

Forward Linkage The earlier stages of a research project determine the design at a later stage

Example: The goal of the research project will determine the selection of the sample and the way data is collected

Backward Linkage The later stages of a research project determine how its earlier stages are conducted

Example: The company executives require certain specific information which the researcher anticipates and for which he or she plans the data collection and analysis steps accordingly*

*Problem DiscoverySecondary (historical) dataPilot StudyExperience SurveyCase StudyProblem Definition(Statement of research objectives)Selection of exploratory research techniqueSelection of basic research methodSurvey (Interview, Questionnaire)Experiment (Laboratory, Field)Secondary Data StudyObservation

*Survey (Interview, Questionnaire)Experiment (Laboratory, Field)Secondary Data StudyObservationSample DesignProbabilitySamplingNon-ProbabilitySamplingCollection of Data (Fieldwork)Editing and Coding DataData Processing and AnalysisInterpretation of FindingsReport

Ethics & Morals Societal norms and valuesDivergent perceptions of what is considered ethical and unethicalWhat is ethical in business research?Ethical Guidelines and professional associations*

*Subjects RightsResearchers ObligationResearchers RightsClients ObligationResearchers ObligationClients RightsResearchers RightsSubjects ObligationResearchSubjectResearcherResearchSponsorSubjects Rights & Clients Obligation

Truthfulness in giving information to the researcher if a research subject or respondent gives his or her consent to participate in a research study

Sustained cooperativeness with the researcher throughout the course of the research study

Adhere to responsibility if informed consent is given to the researcher

State any constraints or limitations in advance

*

No deception, be forthright and do not conceal the true purpose of the researchMaintain objectivity, courtesy and high professional standards through scientific process No falsification, alteration or misrepresentation of data for political or other purposesProtect the confidentiality of the research subjects and research sponsorsNo faulty conclusionsNo inclusion or use of information or ideas contained in competing research proposals

*

No request for submission of competitive bids by researchers if selection of the researcher has already been madeAvoid manipulation and influencing of the researcher with a view to discrediting individuals or organizationsThe conclusions drawn from research work should be consistent with the data and not influenced by other undesirable conditions or motivesObserve the confidentiality of the research subjects and researcherAvoid Advocacy Research

*

181889