Market Research MBA Course 1 Market research  What the pupose  Major applications  Major forms  How is it managed

1- What is the purpose of market research  It helps in reducing commercial risks  Delays a decision  Protect managers  Comfort managers in their own decisions

2- Major usages  Measures the size of a market  Identifies the structure of a market  Benchmarking (on going and ad hoc) Market size SWOT analysis Product positioning

2- Major usages (cont.)  Positioning on each of the four P Attitudes Perceptions Preferences Intentions  Examples: advertising pre-test, satisfaction,, price sensitivity  Market tests and experimentation

An example: Webperform

3- The major forms  Exploratory Secondary data Qualitative research  Descriptive Surveys Electronic data  Causal Experimentation

The type of data Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data has previously been gathered by someone other than the Researcher and/or for some other purpose than the research project at hand. Internal data refers to data that has been collected within the firm. External data is obtained from outside the firm.

The sources we have PRIMARYSECONDARY INTERNAL  Employees.  internal database  different types of documents and reports. EXTERNAL  Market;  External public categories;  Competitors.  Published materials;  Syndicated materials;  External database

The most delicate phase: Problem definition  Problem Definition  Stating the objectives  Decision Rules (Statistical and managerial)  Methodologies  Diffusing the process and the results © Jacques Nantel et HEC Montréal Hiver 2005

Milestones in defining the problem

4- Managing the research process  Internal vs. external  Ad Hoc or on going  Who is in command?  What does it cost?

Inside the Marketing Information System Marketing Mangement Process Analysis Planning Implementing Control Need for information evaluation Marketing Research Marketing Decision Support System Internal Report System Marketing Intelligence Information dissemination ENVIRONMENTENVIRONMENT

Where does it fits Vice-présidence ventes et marketing Direction ventes Région (produit) 1 Région (produit) 2 Région (produit) 3 Direction gestion de produits Produit(s) X Produit(s) Y Produit(s) Z Direction publicité Publicité Promotion Marketing direct Direction Recherche SIM Chef de projets

An idea of the industry

The growth

Major players worldwide RankCompaniesOwnershipRevenue (Million US$) VNU N.V. / AC NielsenHolland4,702 2Taylor Nelson SofresEngland1,733 3IMS Health Inc.United States1,569 4Kantar GroupEngland1,365 5GfK AGGermany835 6Ipsos Group S.A.France753 7Information Resources Inc.United States573 8SynovateEngland499 9NOP WorldEngland409 10Arbitron Inc.United States297 11INTAGEJapan206 12Opinion Research Corp.United States196 13Harris Interactive Inc.United States172 14NetRatings Inc Greenfield Online Inc.-44

US Players

Research versus advertising