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Valicon2007 Ecpr Zenel Batagelj MArketing vs Academic research

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Why m arketing research and academic surveys are two different worlds? Zenel Batagelj ECPR, Ljubljana, July 31. 2007
I will compare marketing research private sector to social/official research public/academic sector Marketing Social / Official Private Public / Academic
Generally there are no big differences in designs / methods / analysis used in these two worlds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key question ,[object Object]
Traditionally marketing research is science with very strict code of conduct (ESOMAR) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ESOMAR 1 st RULE Marketing research must always be carried out objectively and in accordance with established scientific principles . ESOMAR 14 th RULE Researchers must not knowingly allow the dissemination of conclusions from a marketing research project which are not adequately supported by the data (…). ESOMAR biggest world association of markt. & opinion researchers
Market research industry needs to be closer to managers - it must adopt some management consulting practicies Internal sales data Business forecasts Intuition Market ing research Public data Personal Experience Organization and strategy The “Big Picture” Various data sources used for management decision making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive intelligence ILLUSTRATIVE
One of the key management’s principles is Pareto’s 80:20 – focus on vital few – problems that generate results! Distribution of wealth in Italy Vilfredo Pareto, 1906 Percent of population Cumulative land ownership ,[object Object],[object Object],[object Object],[object Object],[object Object],Vital few Trivial many
Due to prioritizing, time , and budget constraints in marketing research we often deal with imperfect data from various sources ,[object Object],[object Object],[object Object]
The “new” marketing research is emerging CONTEXT EVALUATION APPLICATION ROBUSTNESS DVL Smith and JH Fletcher. T he art & science of interpreting market research evidence NEW OLD Presentation with reccomendations Orthodox statistical tests Checking with previous results Reliability and validity MR involved in decision-making process Intuition Checking against broader marketing information context Critical combination of various imperfect data sources
What are the trends in marketing research? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Academia  Marketing research ,[object Object]
Pyramid charts for hierahical marketing models graphical presentation ,[object Object]
“ Snowflake” chart presents where are the biggest differencies between two subgroups
Employment in private marketing research sector? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where both worlds meet? ,[object Object],[object Object],[object Object],[object Object],J ames Webb Young ( 1960 ): A Technique for Producing Ideas
Zenel Batagelj [email_address]

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Valicon2007 Ecpr Zenel Batagelj MArketing vs Academic research

  • 1. Why m arketing research and academic surveys are two different worlds? Zenel Batagelj ECPR, Ljubljana, July 31. 2007
  • 2. I will compare marketing research private sector to social/official research public/academic sector Marketing Social / Official Private Public / Academic
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. The “new” marketing research is emerging CONTEXT EVALUATION APPLICATION ROBUSTNESS DVL Smith and JH Fletcher. T he art & science of interpreting market research evidence NEW OLD Presentation with reccomendations Orthodox statistical tests Checking with previous results Reliability and validity MR involved in decision-making process Intuition Checking against broader marketing information context Critical combination of various imperfect data sources
  • 10.
  • 11.
  • 12.
  • 13. “ Snowflake” chart presents where are the biggest differencies between two subgroups
  • 14.
  • 15.