MKTG 482 ch.2
Who is "the father of marketing research"? - Answer-Charles Coolidge Parlin
-Parlin conducted the first continuous marketing research in the early 1900s for the
Curtis Publishing Company
What was the purpose of Purlins Research? - answer to increase advertising for
Saturday Evening Post magazine
Growth of Marketing Research - answer1930's - marketing research becomes
widespread as markets became geographically diverse and colleges began to teach
courses in marketing research
1940's - statistical sampling (Alfred Politz) and focus groups (Robert Merton) introduced
1950's - computers introduced
1960's - marketing research seen as indispensable to track consumption in widespread
markets
1970's - automation of data analysis
1980's - personal computers led to improvement of data analysis
1990's - increased globalization led to major changes in the marketing research industry
including consolidation
2000's - new technologies (such as mobile device use) spur innovations
Who conducts marketing research? - answer-Client-side research: organizations that
supply their own marketing research information.
----Internal suppliers: Formal departments or individuals conduct research internally.
----DIY research: facilitated by the Internet, firms have access to secondary data, online
survey platforms and better knowledge of data analysis software such as SPSS.
-------More commonly small, entrepreneurial industries trying to get off of the ground
-------Know they need info but have no money to get it
-------Often calls universities to ask if students need a company project for study
-Supply-side research: External suppliers hired to fulfill a company's marketing research
needs.
--------Not affiliated with one particular brand
--------You contract or hire them to do research for you
----Supplier or agency: firm specializing in marketing research that offers its services to
buyers needing information to make more informed decisions.
Industry Structure
-Types of firms and their specialties - answer-Full-Service supplier firms: have the
capability to conduct the entire marketing research project for buyer firms
-Limited-Service supplier firms" specialize in one or, at most, a few marketing research
activities
Who is "the father of marketing research"? - Answer-Charles Coolidge Parlin
-Parlin conducted the first continuous marketing research in the early 1900s for the
Curtis Publishing Company
What was the purpose of Purlins Research? - answer to increase advertising for
Saturday Evening Post magazine
Growth of Marketing Research - answer1930's - marketing research becomes
widespread as markets became geographically diverse and colleges began to teach
courses in marketing research
1940's - statistical sampling (Alfred Politz) and focus groups (Robert Merton) introduced
1950's - computers introduced
1960's - marketing research seen as indispensable to track consumption in widespread
markets
1970's - automation of data analysis
1980's - personal computers led to improvement of data analysis
1990's - increased globalization led to major changes in the marketing research industry
including consolidation
2000's - new technologies (such as mobile device use) spur innovations
Who conducts marketing research? - answer-Client-side research: organizations that
supply their own marketing research information.
----Internal suppliers: Formal departments or individuals conduct research internally.
----DIY research: facilitated by the Internet, firms have access to secondary data, online
survey platforms and better knowledge of data analysis software such as SPSS.
-------More commonly small, entrepreneurial industries trying to get off of the ground
-------Know they need info but have no money to get it
-------Often calls universities to ask if students need a company project for study
-Supply-side research: External suppliers hired to fulfill a company's marketing research
needs.
--------Not affiliated with one particular brand
--------You contract or hire them to do research for you
----Supplier or agency: firm specializing in marketing research that offers its services to
buyers needing information to make more informed decisions.
Industry Structure
-Types of firms and their specialties - answer-Full-Service supplier firms: have the
capability to conduct the entire marketing research project for buyer firms
-Limited-Service supplier firms" specialize in one or, at most, a few marketing research
activities
