1. Best Practices in Marketing Research Craig W. Roggow

2. Multimedia Formats 1. To view the website publishing of this research project and all presentation formats: 1. To view the website publishing of this research project and all presentation formats: http://mergerandacquisitionstrategies.org/best- practices-in-marketing-research/ http://mergerandacquisitionstrategies.org/best- practices-in-marketing-research/ 2. To obtain a PowerPoint training file of this presentation separately: 2. To obtain a PowerPoint training file of this presentation separately: http://mergerandacquisitionstrategies.org/wp- content/uploads/2012/12/best-practices-in- marketing-research-presentation_roggow_1.ppt http://mergerandacquisitionstrategies.org/wp- content/uploads/2012/12/best-practices-in- marketing-research-presentation_roggow_1.ppt 3. To view the video training of this presentation separately: http://youtu.be/b_YA6DGeATU 3. To view the video training of this presentation separately: http://youtu.be/b_YA6DGeATU/http://youtu.be/b_YA6DGeATU /

3. Introduction Marketing research is an essential pillar of goal attainment in modern corporate environments. Marketing research is an essential pillar of goal attainment in modern corporate environments. It forms the basis of developing the most effective marketing tactics. It forms the basis of developing the most effective marketing tactics. Marketing research is a crucial component of success for corporate entities. Marketing research is a crucial component of success for corporate entities. This presentation focuses on Nike, Inc. & IBM as best practice companies in marketing research. This presentation focuses on Nike, Inc. & IBM as best practice companies in marketing research.

4. Objects of this Project Identify and explain what these best-practice companies do in the field of marketing research Identify and explain what these best-practice companies do in the field of marketing research Define the similarities between Nike & IBM Define the similarities between Nike & IBM Nike Describe major differences between Nike & IBM & IBM Nike & IBM Critique Nike & IBM best practices Identify how to implement best practices

5. Best Practice Companies: IBM IBM is a leading firm in the computer technology sector. IBM is a leading firm in the computer technology sector. The company is based in Armonk. The company is based in Armonk. IBM develops highly innovative technological products and services. IBM develops highly innovative technological products and services. It enhances innovativeness through qualitative research. It enhances innovativeness through qualitative research.

6. Best Practice Companies: Nike Nike is among the most recognizable firms in the sports apparel industry. Nike is among the most recognizable firms in the sports apparel industry. It has extensive networks across the globe. It has extensive networks across the globe. Nike has a tremendous framework for marketing research. Nike has a tremendous framework for marketing research.

7. Similarities between Nike & IBM They use research as a platform for venturing into new markets. They use research as a platform for venturing into new markets. This facilitates for global expansion. This facilitates for global expansion. Both companies use marketing research as a platform for competitiveness. Both companies use marketing research as a platform for competitiveness.

8. Differences between Nike & IBM IBM specializes in the manufacture of computer hardware and software. IBM specializes in the manufacture of computer hardware and software. Nike specializes in sports apparel and sports equipment. Nike specializes in sports apparel and sports equipment. Nike and IBM use different approaches to marketing research Nike and IBM use different approaches to marketing research

9. Differences between Nike & IBM (cont.) IBM has a tremendous framework for technological research. IBM has a tremendous framework for technological research. The levels of technological sophistication in Nike are not comparable to IBM. The levels of technological sophistication in Nike are not comparable to IBM. IBM has a significantly lower market share in the IT industry. IBM has a significantly lower market share in the IT industry. The market share for Nike in the sports apparel sector is considerably greater. The market share for Nike in the sports apparel sector is considerably greater.

10. Critique of Best Practices: IBM IBM’s platforms for marketing research are based on innovative technological systems. IBM’s platforms for marketing research are based on innovative technological systems. This enhances the implementation framework for the company’s marketing strategy. This enhances the implementation framework for the company’s marketing strategy. The company needs to focus on competition in marketing research. The company needs to focus on competition in marketing research.

11. Critique of Best Practices: Nike Marketing research strategies for Nike help in segmentation. Marketing research strategies for Nike help in segmentation. The company does not diversify its framework for marketing research. The company does not diversify its framework for marketing research. The company should develop comprehensive research plans in the emerging markets. The company should develop comprehensive research plans in the emerging markets.

12. Implementing Best Practices Identification of marketing needs. Identification of marketing needs. It is vital to combine different methods of research in order to evaluate numerous variables. It is vital to combine different methods of research in order to evaluate numerous variables. The use of larger samples during surveys. The use of larger samples during surveys. Incorporating professional services in marketing research. Incorporating professional services in marketing research.

13. Conclusion Marketing research is a crucial component of success for corporate entities. Marketing research is a crucial component of success for corporate entities. Marketing research has influenced the performance of IBM and Nike. Marketing research has influenced the performance of IBM and Nike. Both firms invest millions of dollars on streamlining its marketing framework. Both firms invest millions of dollars on streamlining its marketing framework.

14. Blog Post For a full report on this project please visit my blog post: For a full report on this project please visit my blog post: http://mergerandacquisitionstrategies.org/best- practices-in-marketing-research/ http://mergerandacquisitionstrategies.org/best- practices-in-marketing-research/

15. References Bradley, N. (2007). Marketing research: Tools & techniques. Oxford University Press: Oxford, NY. Bradley, N. (2007). Marketing research: Tools & techniques. Oxford University Press: Oxford, NY. Lee, M. and Johnson, C. (2005). Principles of advertising: A global perspective. Routledge: New York, NY. Lee, M. and Johnson, C. (2005). Principles of advertising: A global perspective. Routledge: New York, NY. Malhotra, N. K. (2010). Marketing research: An applied orientation, (6th ed.). Prentice Hall: Boston, MA. Malhotra, N. K. (2010). Marketing research: An applied orientation, (6th ed.). Prentice Hall: Boston, MA. Mooi, E. and Sarstedt, M. (2011). A concise guide to marketing research: The process, data and methods. Springer Publishing Company: New York, NY. Mooi, E. and Sarstedt, M. (2011). A concise guide to marketing research: The process, data and methods. Springer Publishing Company: New York, NY. Roggow, C. (2012). Best-Practice Companies in Electronic Commerce. Retrieved from http://mergerandacquisitionstrategies.org/best-practices-in- marketing-research/ Roggow, C. (2012). Best-Practice Companies in Electronic Commerce. Retrieved from http://mergerandacquisitionstrategies.org/best-practices-in- marketing-research/ http://mergerandacquisitionstrategies.org/best-practices-in- marketing-research http://mergerandacquisitionstrategies.org/best-practices-in- marketing-research Szwarc, P. (2005). Researching customer satisfaction & loyalty. Kogan Page Limited: London. Szwarc, P. (2005). Researching customer satisfaction & loyalty. Kogan Page Limited: London. Wit, B. D. and Meyer, R. (2010). Strategy, process, content and context: An international perspective. South-Western: Mason, OH. Wit, B. D. and Meyer, R. (2010). Strategy, process, content and context: An international perspective. South-Western: Mason, OH.

16. Created By Craig W. Roggow ________ Copyrights © 2012 Craig W. Roggow. All Rights Reserved.