1. Marketing Research Lecture No. 02 Topics: Chapter # 01
Naresh K. Malhotra
3rd Edition
Lecture No. 02
Topics:
Marketing Research Suppliers & Services
Careers in Marketing Research
Marketing Research Process
Prof. Basharat Naeem
Lecturer – Institute of Business Administration
University of the Punjab
Mobile: 0323 –
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

2. Marketing Research Suppliers & Services
Marketing research suppliers and services provides most of the information needed for making marketing decision.
Research Suppliers
Internal External
Full Service Limited Service
Syndicated Services Field Services
Standardized Services Coding & Data Entry
Customized Services Analytical Services
Internet Services Data Analysis Services
Branded Product & Services
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

3. Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Internal Suppliers
Internal Suppliers is a marketing research department within the firm like P & G, Ford, General Motors, Coca Cola, Colgate etc.
Its structure may be vary considerably:
One extreme this function may be centralized and located in head office, and
2nd is a decentralized structure in which the marketing research function is organized along divisional scale.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

4. Prepared by: Basharat Naeem, Lecturer at IBA (PU)
External Suppliers
External Suppliers are outside firms hired to supply marketing research services.
These suppliers collectively comprise the marketing research industry range from small, one or a few persons, to operations to very large global competitors.
External suppliers can be classified into two aspects as:
Full – Service &
Limited – Service Suppliers.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

5. External Suppliers – Full Services Suppliers
Full – Service Suppliers offer the entire range of marketing research services
Problem Definition
Developing an Approach
Questionnaire Design
Sampling
Data Collection
Data Analysis
Interpretations
Report Preparation and Presentation.
The services provided by these suppliers can be further broken down into:
Syndicated Services
Standardized Services
Customized Services &
Internet Services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

6. Types of Full Services Suppliers
Syndicated Services collect information which is then provided to subscribers.
Surveys
diary panels
scanners & audits are the mean by which theses data are collected.
For example the Stanford Research Institute, conducts an annual surveys of consumers that is used to classify persons into homogenous groups for segmentation purposes.
Standardized Services are research studies conducted for different client firms but in a standard way.
For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluating norms can be established. Gallup Survey is the most widely used services for evaluating print advertisement.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

7. Types of Full Services Suppliers: (cont.)
Customized Services offer a wide variety of marketing research services customized to suit a client’s specific needs.
Each marketing research project is treated uniquely.
Some marketing research firms that offer these services include Bruke, Inc., Marketing Facts, Inc., and Elrick & Lavidge.
Internet Services are offered by the several marketing research firms including some who have specialized in conducting marketing research on the internet.
For example, Greenfield Online Research Center Inc. offers a broad range of customized qualitative and quantities online marketing research for consumer, business-to-business, and professional markets.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

8. External Suppliers – Limited Services Suppliers
Limited – Services Suppliers specialize in one or a few phases of marketing research project.
The services provided by these suppliers can be further broken down into:
Field Services
Coding & Data Entry Services
Data Analysis
Analytical Services &
Branded Products & Services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

9. Types of Limited Services Suppliers
Field Services collect data through mail, personal or telephone interviewing; and the firms that specialize in interviewing are called field service organization.
Some firms that offer field services are Field Facts, Inc., Field Work Chicago, Inc. and Quality Control Services.
Coding & Data Entry Services include editing questionnaires, developing a coding scheme and transcribing the data on to diskettes or magnetic tapes for input into computers.
NRC Data Systems provides such services.
Analytical Services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design.
Analytical techniques like Conjoint Analysis and Multidimensional Scaling expertise can be obtained from firms and consultants specializing in analytical services.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

10. Types of Limited Services Suppliers: (cont.)
Data Analysis Services are offered by firms also known as tab houses, that specialize in computer analysis of quantities data such as those obtained in large surveys.
Initially most data analysis firms two or more variable simultaneously.
Now SDR, Inc. is among those companies which are using advance statistical techniques for data analysis.
Branded Marketing Research Products and services specialized data collection and analysis procedures developed to address specific types of marketing research problems.
Magic Wand by DigiData Entry System is an example of a branded product that transcribed data from printed questionnaires into a computer readable format.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

11. Careers in Marketing Research:
Promising career opportunities are available with marketing research firms.
Equally appealing are careers in business & non – business firms and agencies with in-house marketing research departments like:
P & G
Coca-Cola
Advertising Agencies
Positions available in marketing research include:
Vice President of Marketing Research
Research Director
Assistant Director
Project Manager
Field Work Director
Senior Analyst
Operational Supervisor etc.
Entry Level Positions for BBA degree holders are:
Operational Supervisors
Assistant Project Manager
Research Analyst
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

12. Careers in Marketing Research: (cont.)
To prepare for a career in marketing research the students should:
Take all the marketing courses you can
Take courses in statistics and quantitative methods
Acquire Internet and computer skills
Knowledge of programming languages is an added assets.
Take courses in psychology and consumer behavior
Acquire effective written and verbal communication skills
Think creatively. Creativity and common sense command a premium in marketing research.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

13. Marketing Research Process
The six steps of marketing research process are as follows:
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation & Analysis
Step 6: Report Preparation and Presentation
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

14. Marketing Research Process: (cont.)
Step 1 – Problem Definition:
To define the problem
In defining the problem the research should take into account
Purpose of the study
The relevant background information
What information is needed
How it will be used in decision making.
Problem definition involves discussion with:
The decision makers
Interviews of Industry Experts
Analysis of secondary data &
Qualitative research such as Focus Group.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

15. Marketing Research Process: (cont.)
Step 2 – Development of an Approach to the Problem:
Development of an approach to the problem includes
Formulating an objective
Theoretical framework
Analytical Models
Research Questions
Hypothesis &
Identifying Characteristics that influence the research design
This process is guided by discussion with:
Management
Industry Experts
Case Studies & Simulations
Analysis of Secondary Data
Qualitative Research &
Pragmatic Considerations
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

16. Marketing Research Process: (cont.)
Step 3 – Research Design Formulation:
A research design is a framework or blueprint for conducting the marketing research project.
Conducting exploratory research precisely defining the variables & designing appropriate scales to measure them are also a part of research design.
The issue of how the data should be obtained from the respondents must be addressed.
It’s necessary to design a questionnaire & a sampling plan.
Formulating the research design involves the following steps:
Secondary Data Analysis
Qualitative Research
Methods of Collecting Quantitative Data
Measurement & Scaling Procedures
Questionnaire Design
Sampling Process & Sample Size
Plan of Data Analysis
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

17. Marketing Research Process: (cont.)
Step 4 – Field Work \ Data Collection:
It involves a field force or staff that operated either in the field of
Personal Interviewing (in-home, mall intercept)
From an Office by Telephone (Computer-Assisted Telephone Interviewing)
Through Mail (Traditionally mail & mail panel surveys) &
Electronically ( or Internet)
To minimize data – collection errors following techniques can be used:
Proper Selection
Training
Supervision &
Evaluation of the Field Force
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

18. Marketing Research Process: (cont.)
Step 5 – Data Preparation & Analysis:
Data Preparation includes:
Editing
Coding
Transcription &
Verification of Data
Number or letter codes are assigned to represent each response to each question in the questionnaire.
Verification ensured that the data have been accurately transcribed from original questionnaire.
Univariate techniques are used for analyzing data when there is a single measurement .
Multivariate techniques are used for analyzing data hwn there are two or more measurement.
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)

19. Marketing Research Process: (cont.)
Step 6 – Report Preparation & Presentation:
Project should be documented in a written report which addresses
The specific research questions indentified
Describes the Approach
The Research Design
Data Collection
Procedure adopt for data analysis
Results presentation &
Major Findings
Findings should be presented in a comprehensible format that can be readily used in decision making process.
In addition oral presentation should be made to management using tables, figures and graphs to enhance clarity and impact..
Prepared by: Basharat Naeem, Lecturer at IBA (PU)
Prepared By: Basharat Naeem, Lecturer at IBA (PU)