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THE MARKETING RESEARCH INDUSTRY Information revolutionizes the industry Computer transformed the processes and all this has happened in the last 40 years Data collection accelerates CATI-computer -a computer calls the phone number, conducts the interview, places data into a file for later tabulation assisted telephone interviewing, and terminates the contact.
MARKETING INFORMATION MANAGEMENT:

Previously companies used four methods: Marketing research projects Marketing intelligence MIS DSS-decision support systems

Several characteristics of the information value chain are:

Data collection and transmission-at store and household levels Data management-standard vs tailored reports DSS-A DSS integrates data management techniques, models, and analytical tools to support decision making. Such systems allow users to dialogue or interact with them. Models-advanced analytical tools are available to answer a variety of research questions. And traditional topics are open to modeling and we can create decision support models Data interpretation-must be meaningful to the user 1. Menu driven interfaces 2. Real time requests 3. Ability to model ill-defined problems 4. Graphic representation tools and displays 5. Means to adapt to different market environments

How the industry works:

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Internal research department(media companies) External research suppliers 1. Marketing research firms-methodology specialists and syndicated data providers 2. Communication agencies 3. Consultants 4. Trade associations

Internal research suppliers: As marketing costs rise management demand greater accountability for marketing decisions and expenditures External research suppliers:1. Marketing research companies : full service firms with both quan and qual methodology expertise

that conducts all phases of research from planning to insight development

2. Custom researchers-start from ground zero and crafts a research design unique to the marketing

decision makers dilemma

3. Propriety methodology researchers-owned by a single firm

4. Specialty market research firms Methodology Process Industry Participant group Geographic region

5. Methodology specialists : web page optimization and web performance metrics 6. Others specialty research suppliers-sampling specialists 7. Syndicated data providers-tracks the change of one or more measures over time usually in given

industry.(AC Nielsen)
8. Omnibus researchers-fields research studies, often by survey, at regular, pre-determined intervals 9.

Communication agencies-/ Consultants-/ Trade associations-