Stages in research

Top 50 Marketing
Research Organizations

19 22 Burke Inc. 43.8 22.8 10
20 19 Macro International Inc. 42.9 38.5 16.5
21 23 Roper Starch Worldwide Inc. 40.0 17.8 7.1
22 17 Abt Associates Inc. 39.3 0 0
23 21 Elrick & Lavidge 37.1 5.7 2.1
24 38 IntelliQuest Inc. 36.5 29 10.6
25 26 Wirthlin Worldwide 35.5 16 5.7
19 22 Burke Inc. 43.8 22.8 10
20 19 Macro International Inc. 42.9 38.5 16.5
21 23 Roper Starch Worldwide Inc. 40.0 17.8 7.1
22 17 Abt Associates Inc. 39.3 0 0
23 21 Elrick & Lavidge 37.1 5.7 2.1
24 38 IntelliQuest Inc. 36.5 29 10.6
25 26 Wirthlin Worldwide 35.5 16 5.7
26 28 Total Research Corp. 33.1 27.2 9
27 25 MORPACE International 31.2 17.9 5.6
28 27 C&R Research Services Inc. 31.1 0 0
29 24 Walker Information 30.9 21.8 6.7
30 29 Lieberman Research Worldwide 28.6 13.3 0
31 34 Diagnostic Research International Inc. 26.7 3.1 0.8
32 33 IPSOS-ASI Inc. 26.7 0 0
33 30 Yankelovich Partners Inc. 26.4 0 0
34 31 Custom Research Inc. 25.8 0 0
35 39 Harris Black International Ltd. 25.7 7.4 1.9
36 32 Market Strategies Inc. 25.2 1.6 0.4

35 39 Harris Black International Ltd. 25.7 7.4 1.9
36 32 Market Strategies Inc. 25.2 1.6 0.4
37 37 ICR-Int'l Communications Research 22.3 0 0
38 36 Data Development Corp. 22.2 8.7 1.9
39 35 Chilton Research Services 21.5 0 0
40 40 Market Decisions 18.2 0 0
41 -- National Research Corp. 16.3 0 0
42 43 Response Analysis Corp. 15.9 0 0
43 -- Marketing and Planning Systems 14.2 6 0.9
44 46 MATRIXXMarketing Research 14.1 41.1 5.8
45 41 RDA Group Inc. 14.0 30 4.2
46 45 Guideline Research Corp. 13.3 2.3 0.3
47 48 Directions Research Inc. 13.2 0 0
48 44 Conway/Milliken & Associates 13.0 0 0
49 49 TVG Inc. 12.3 0 0
50 50 Savitz Research Center Inc. 12.0 0 0
Subtotal, Top 50 $5,479.7 39.30% $2,153.20
All other (124 CASRO member companies not included in Top 50)****535.7

Selected Marketing Research
Career Descriptions
Vice President of Marketing Research
• Part of company’s top
management team
• Directs company’s entire market
research operation
• Sets the goals & objectives of the
marketing research department
Research Director
•Also part of senior
management
•Heads the
development and
execution of all
research projectsAssistant Director of Research
•administrative assistant to
director
•supervises research staff
membersSenior Project Manager
•Responsible for design, implementation, &
research projects

Fig 1.5 Contd.
Senior Analyst
• Participates in the
development of projects
• Carries out execution of
assigned projects
• Coordinates the efforts of
analyst, junior analyst, & other
personnel development of
research design and data
collection
• Prepares final report
Analyst
• Handles details in execution of
project
• Designs & pretests
questionnaires
• Conducts
• Preliminary analysis of data
Junior Analyst
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of
data
Field Work Director
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
Statistician/Data Processing
•Serves as expert on theory and
application on statistical
techniques
•Oversees 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 Corporation
Marketing research at Marriott is done at the corporate level
through the Corporate Marketing Services (CMS). CMS’s
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.com
 Scion –Toyota car for “GenerationY”
11

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?
12
Decision-Making
Situation
Complete
Certainty
Absolute
Ambiguity
Value of Research

Exploratory Research:
 undertaken with the aim of clarifying ambiguous problems
 general 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
13

Descriptive Research:
 undertaken with the aim of determining the characteristics of
a population or phenomenon
 Previous knowledge of problem exists
 High 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?
14

Causal Research:
 undertaken with the aim of identifying cause and effect
relationships amongst variables
 are normally preceeded by exploratory and descriptive
research studies
 Often difficult to determine because of the influence of other
variables (concommitantVariation and the presence of other
hidden variables)
Example: Higher ice-cream consumption causes more
people to drown (indicative of a causal relationship (?))
15

16
Define
Problem
Planning a
Research Design
Planning
a Sample
Gathering
the Data
Processing and
Analysing the Data
Conclusions
and 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
17

18
Problem Discovery
Secondary (historical) data
Pilot Study
Experience Survey
Case Study
Problem Definition
(Statement of research objectives)
Selection of
exploratory
research technique
Selection of
basic research
method
Survey (Interview, Questionnaire)
Experiment (Laboratory, Field)
Secondary Data Study
Observation

19
Survey (Interview, Questionnaire)
Experiment (Laboratory, Field)
Secondary Data Study
Observation
Sample Design
Probability
Sampling
Non-Probability
Sampling
Collection of Data (Fieldwork)
Editing and Coding Data
Data Processing and Analysis
Interpretation of Findings
Report

 Ethics & Morals
 Societal norms and values
 Divergent perceptions of what is considered
ethical and unethical
 What is “ethical” in business research?
 Ethical Guidelines and professional
associations
20

21
Subjects’ Rights
Researchers’ Obligation
Researchers’ Rights
Clients’ Obligation
Researchers’ Obligation
Clients’ Rights
Researchers’ Rights
Subjects’ Obligation
Research
Subject
Researcher
Research
Sponsor
Subjects 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
22

 No deception, be forthright and do not conceal the true
purpose of the research
 Maintain objectivity, courtesy and high professional
standards through scientific process
 No falsification, alteration or misrepresentation of data for
political or other purposes
 Protect the confidentiality of the research subjects and
research sponsors
 No faulty conclusions
 No inclusion or use of information or ideas contained in
competing research proposals
23

 No request for submission of competitive bids by researchers
if selection of the researcher has already been made
 Avoid manipulation and influencing of the researcher with a
view to discrediting individuals or organizations
 The conclusions drawn from research work should be
consistent with the data and not influenced by other
undesirable conditions or motives
 Observe the confidentiality of the research subjects and
researcher
 Avoid Advocacy Research
24

Stages in research

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Stages in research