Chapter 2 - The marketing research industry and research ethics. The marketing research industry has undergone tremendous change in recent years. Where is the industry going and who are the key players? What is the role of each player? Ethics is one of the most important topics taught in the field of business. What are the ethical issues in marketing research? What are several key approaches to ethical decision making? We discuss each of these issues in chapter 2. | 2-1 Chapter Two Consumer and industrial goods and services producers Media Companies Syndicated services Custom research firms The Marketing Research Industry Members 2-2 Key Terms & Definitions Field services firms Specialized services firms Online and mobile tracking firms Big Data analytic firms Other 2-3 The Marketing Research Industry Structure Key Terms & Definitions 2-4 Top 10 Marketing Research Firms Key Terms & Definitions . Rank 1 2 3 4 5 6 7 8 9 10 Organization Nielsen Holdings . Kantar Ipsos Westat Inc. Information Resources, Inc. Arbitron Inc. GfK USA IMS Health, Inc. The NPD Group, Inc. ICF International, Inc. . 2012 Research Revenue ($, in millions) $2, Federal, State, and Local Governments Media Companies Retailers and Wholesalers Manufacturers Marketing Research Suppliers Marketing Research Supplier Service Firms 2-5 Primary Information Users Key Terms & Definitions Nielsen’s Two Divisions: . | 2-1 Chapter Two Consumer and industrial goods and services producers Media Companies Syndicated services Custom research firms The Marketing Research Industry Members 2-2 Key Terms & Definitions Field services firms Specialized services firms Online and mobile tracking firms Big Data analytic firms Other 2-3 The Marketing Research Industry Structure Key Terms & Definitions 2-4 Top 10 Marketing Research Firms Key Terms & Definitions . Rank 1 2 3 4 5 6 7 8 9 10 Organization Nielsen Holdings . Kantar Ipsos Westat Inc. Information Resources, Inc. Arbitron Inc. GfK USA IMS Health, Inc. The NPD Group, Inc. ICF International, Inc. . 2012 Research Revenue ($, in millions) $2, Federal, State, and Local Governments Media Companies Retailers and Wholesalers Manufacturers Marketing Research Suppliers Marketing Research Supplier Service Firms 2-5 Primary Information Users Key Terms & Definitions Nielsen’s Two Divisions: Consumer Watch Consumer Buy Custom research firms: Custom research firms Online and mobile tracking firms C. Big data analytic firms D. Syndicated service firms E. Limited-Function research firms Marketing research supplier service firms 2-6 Research Suppliers Key Terms & Definitions Field Service Firm—collect data Sampling Firms—generate samples Software Firms—sells software for analysis Other Service Companies—consulting, magazines and directories 2-7 Types of MR Supplier Service Firms Key Terms & Definitions 2-8 Syndicated Service Research Firms Key Terms & Definitions 2-9 Users of Marketing Research Key Terms & Definitions 2-10 Strategic Partnering Key Terms & Definitions Appropriate use of synergy between partners Personal compatibility greatly enhances effectiveness Sharing the same visions and goals is important About half of large MR firms engage in strategic partnering Can greatly improve productivity and customer service Will help the company to target its resources .
