Maps, Directions, and Place Reviews
I have little idea where to fit any information in
lpI would like to add something to this article regarding methods of collecting data, such as telephone and online surveys, or, as in the old days, knocking on doors. However, the article is highly organized, and I have little idea where to fit any information in. Hyacinth 04:17, 8 Aug 2004 (UTC)
Market Research Directory Video
Methodologies
I'd agree, as a MR professional, I'd go looking for it under either quant. or qual. methods. dylan555 16:55, 3 Feb 2005 (UTC)
It's "Market Research", not "Marketing Research"
According to Webster's:
market research - research into the size, location, and makeup of a product market
marketing research - research into the means of promoting, selling, and distributing a product or service
If I research how a company is promoting its products, I am conducting "marketing research". But if I actually research the market for a product, I am conducting "market research".
This entry should NOT be under "marketing research", but directly under "market research".Rcauvin circa middle of 2005
I believe that most professionals in the field would come out on the side of calling this profession "marketing research." The Webster definition is uninformed. A more informed definition is that Marketing Research is research done in the field of marketing. Market Research is research done on markets which might include the stock market, the options market, the cereal market, etc. Marketing research conducted in the field of marketing might start off by doing a "market study" but only as a first step to understand the marketing process. "Marketing Research" therefore is more inclusive of what the field does, "Market Research" is more ambiguous.
- This is also an AE/BE difference - "marketing research" is a rare term in British English Johnbod 03:59, 1 December 2007 (UTC)
Market research and marketing research are quite different things - and there is a separate market research article - yet the intro to this article says they are the same! Yet the article is mostly about marketing research, rather than the wider market research. This is very confusing. Ben Finn (talk) 23:13, 3 January 2009 (UTC)
Market and Marketing Research are different terms and both should have different purpose. So, what is written in Market research page: "Once that research is completed, it can be used to determine how to market your product." is wrong, since it should be one of Marketing purpose. Market research should be more for study or data collecting purpose rather than business purpose. --Preceding unsigned comment added by 124.195.55.4 (talk) 04:40, 22 June 2009 (UTC)
Agree, I'm, for example, marketing analyst, my speciality is to accompany marketing campeigns and actions, but it has nothing to do with market research. (Natalie) --Preceding unsigned comment added by 62.219.121.29 (talk) 08:31, 1 June 2009 (UTC)
As a 17-year veteran of market research and marketing research, I wouldn't call myself an "expert", but I believe I have successfully remedied this conundrum by standardizing the introductory (lede) paragraph for both the article about Marketing research and about Market research. Accordingly, I will now remove the "discuss" note from the article here. -- Thekohser 22:29, 6 September 2009 (UTC)
Attributing Founding of Market Research to AC Nielsen>
I had always though that the normal attribution was to George (?)Gallup - some story about rummaging around in dustbins to find evidence of upmarket people eating Campbells soup...?
I can't recall the reference on this at present, but I'm sure I could find it.
What led you to the AC Nielsen reference?
Also, not to re-raise the great Marketing v Market Research debate, I think it tends to be marketing research in the US and market research in most other places.
Most professionals believe that Charles Coolidge Parlin, the first marketing research director of the Saturday Evening Post was likely the first person to create a marketing research department and interview people about their attitudes and opinions. This was in the first decade of the 1900's. [User Harryh4026]
market re - search.
i think the market research again go through the market situation to find somthing new to avoid the current problem or to avoid any future risk or to get more ways to get more benifets from the business or task.
international marketing factor --Preceding unsigned comment added by 122.168.246.167 (talk) 13:01, 24 July 2009 (UTC)
market research vs marketing research
It's the other way around. Marketing research has a broader scope and includes research on such things as competitors, the marketing environment, industry trends etc. Market research is principally concerned with researching the market - that is current and potential customers - what motivates them to purchase, when and how they purchase, who they are, where they live etc. The current title, marketing research is the more appropriate for a general page such as this. BronHiggs (talk) 20:31, 26 October 2016 (UTC)
History of Marketing Research: Much Older Heritage than Nielsen
Here are a few facts from publicly available and reliable sources which suggest that the history of formal marketing research can be traced back to the early 1800s, and therefore predate Nielsen by more than a century:
- Prior to 1800 Evidence of commercial research being gathered informally. In 1380, Johann Fugger travelled from Augsburg to Graben so as to gather information on the international textile industry. He exchanged detailed letters on trade conditions in relevant areas. In the early 1700s industrial houses were demanding information, that could be used for marketing decisions. During this period, Daniel Defoe, a London merchant, published information on trade and economic resources of England and Scotland. Defoe was a prolific publisher and among his many publications are titles devoted to trade including; Trade of Britain Stated, 1707; Trade of Scotland with France, 1713 and The Trade to India Critically and Calmly Considered, 1720 - information used to make business decisions. Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014, p. 21 Online: www.himpub.com/documents/Chapter873.pdf Also see By Paula R. Backscheider, Daniel Defoe: His Life, Baltimore, Maryland, John Hopkins University Press, 1989 (available via Google Books) Daniel Defoe
- 1824 The Harrisburg Pensylvannian publishes results of straw poll conducted in Harrisburg, Delaware Source: Lawrence C. Lockley, Notes on the History of Marketing Research, Journal of Marketing, Vol. 14, No. 5 (Apr., 1950), pp. 733-736 https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents
- 1895 Advertising agency, N. H. Ayer & Son used telegraph to contact publishers and state officials throughout the country about grain production, in an effort to construct an advertising schedule for client, Nichols-Shephard company, an agricultural machinery company (This has been described as the firs application of research to solve a marketing/ advertising problem) Source: Lawrence C. Lockley, Notes on the History of Marketing Research, Journal of Marketing, Vol. 14, No. 5 (Apr., 1950), pp. 733-736 https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents[Also note that some sources provide an earlier date of 1879 for this event; See for instance Kenneth E. Clow, Karen E. James, Essentials of Marketing Research: Putting Research Into Practice, p. 10] but the first cited source is more likely to be reliable because journal articles are peer-reviewed, while text-books do not undergo rigorous reviewing and as a consequence are more error-prone] Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014, p. 21 Online: www.himpub.com/documents/Chapter873.pdf
- 1901 Walter B Scott was undertaking experimental research for the Agate Club of Chicago Source: Lawrence C. Lockley, Notes on the History of Marketing Research, Journal of Marketing, Vol. 14, No. 5 (Apr., 1950), pp. 733-736 https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents
- 1910 George B Waldron was doing qualitative research for Mahins Advertising Agency Source: Lawrence C. Lockley, Notes on the History of Marketing Research, Journal of Marketing, Vol. 14, No. 5 (Apr., 1950), pp. 733-736 https://www.jstor.org/stable/1246952?seq=1#fndtn-page_scan_tab_contents
- 1911 Charles Collidge Parlin was appointed as the Manager of the Commercial Research Division of the Advertising Department of the Curtis Publishing Company - which has been described as marking the establishment of organised marketing research. Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014 Online: www.himpub.com/documents/Chapter873.pdf See Talk above for mention of Parlin.
- 1915 Dr. Paul H. Nystrom, was appointed by the United States Rubber Company to manage their newly established Department of Commercial Research. Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014 Online: www.himpub.com/documents/Chapter873.pdf
- 1917 Dr. Louis D.H. Weld of the Yale University was hired by the Swift and Company to become a manager of their Commercial Research Department.Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014 Online: www.himpub.com/documents/Chapter873.pdf
- 1919 First major book on commercial research was published, Commercial Research : An Outline of Working Principles by Professor C.S. Duncan of the University of Chicago.
- 1923 Arthur Nielsen founded market research company, A C Nielsen and over next decade pioneered the measurement of radio audiences. He subsequently applied his methods to the measurement of television audiences. Source Arthur Nielsen
- Late 1920s/ 1930s Daniel Starch developed measures for testing advertising copy effectiveness, and these subsequently became known as Starch scores (and are still used today) Source: http://marketresearchworld.net/content/view/3754/49/ Also note that Starch has a bio on Wikipedia Daniel Starch
- 1921 First text-book on marketing research published entitled Market Analysis, by Percival White was published. The popularity of the work is evidenced by the fact that the book went through a number of editions. Source: Kenneth E. Clow, Karen E. James, Essentials of Marketing Research: Putting Research Into Practice, Thousand Oaks, Ca, Sage, 2010 p. 10 and also see Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014, p. 22 Online: www.himpub.com/documents/Chapter873.pdf
- 1930s [New York] Ernest Dichter pioneered the focus group method of qualitative research and, has been described as the 'father of market research." Source: American Marketing Association (AMA), https://www.ama.org/resources/Best-Practices/Pages/Father-of-Research.aspx. Also note that Dichter has a bio on Wikipedia Ernest Dichter
- 1932 George H. Gallup (1901-1984) rose to national prominence after helping a relative during her election campaign in the state of Iowa. He is credited with developing the method of opinion polling (also known as Gallup polls). Gallup subsequently founded the American Institute of Public Opinion. Source: Five Founders of Marketing Research, http://www.quirks.com/articles/5-founders-of-marketing-research. Note that George Gallup has a bio page on Wikpedia George Gallup
- 1930s First courses on marketing research taught in universities and colleges Source: Kenneth E. Clow, Karen E. James, Essentials of Marketing Research: Putting Research Into Practice, Thousand Oaks, Ca, Sage, 2010 p. 10
- 1937 Market Research and Analysis by Lyndon O. Brown became one of the popular textbooks during the 30s Source: Suja R. Nair, Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014 Online: www.himpub.com/documents/Chapter873.pdf
- 1946 US Department of Agriculture enacted legislation to provide increased support for research, especially marketing research (on the back of the depression of the 1930s and with the aim of supporting primary producers who had suffered so much during the late 1930s and early 1940s) Source: Harold Carl Knoblauch, E. M. Law, Werner P. Meyer, State Agricultural Experiment Stations: A History of Research Policy and Procedure, US Department of Agriculture, Washington, 1962 pp 175-176
A number of different published histories point to the period 1930s-1940s as a time when many of the data collection methods, probability sampling methods, survey methods, questionnaire design and key metrics were developed. Some historians refer to this period as the "Foundation Age" of market research. In any case, it should be clear, even from this brief timeline, that modern market research evolved organically rather then owing its origins to a single individual such as Nielsen (as might be inferred on this page as it currently stands).
I hope that this information helps someone to expand the history section, and correct the omission which tends to give Nielsen greater credit than is probably his due.
BronHiggs (talk) 21:35, 26 October 2016 (UTC)
Link to DMOZ: Explanation of reasons for deletion
Link to DMOZ
Notability
According to Wikipedia, "external links to commercial organizations are acceptable if they identify notable organizations which are the topic of the article. Wikipedia neither endorses organizations nor runs affiliate programs. See also Wikipedia:Notability (organizations and companies) for guidelines on corporate notability." (See WP:PROMOTION or https://en.wikipedia.org/wiki/Wikipedia:What_Wikipedia_is_not#Wikipedia_is_not_a_soapbox_or_means_of_promotion
This WP guideline appears to contain two relevant issues:
(a) Firstly that the links be to notable organisations. In fact, the link to DMOZ is a simple directory of commercial market research companies compiled as an open source project by amateur editors. DMOZ has no requirement that links be assessed for notability. Thus there is no indication that its entries (i.e. names of commercial organisations) have been checked for notability. Even the most cursory glance at the organisations in this list suggests that they are small players in an industry dominated by multinationals. Not one of the major market research companies such as Nielsen, Sofres, Gallup, SBI etc are listed.
Nor is DMOZ itself a notable directory. Of all the many market research directories available online, DMOZ is without question the most inferior. It contains links to just 144 commercial organisations. There are many commercial directories, some of which maintain an online presence. For instance, the Market Research Directory provides links to some 80,000 commercial organisations (see http://marketresearchdirectory.org/about-us); the ESOMAR directory (See https://directory.esomar.org) links to reputable market research companies that members of ESOMAR or its affiliates, The Market Research Association's Blue Book (See https://bluebook.marketingresearch.org) has a 50 year history publishing this type of directory - and these are just to name a few of the online directories available. These alternative directories are more comprehensive in their coverage and/or take steps to ensure that only reputable research firms are listed. Why would anyone choose to use DMOZ, which is such a sub-standard directory when qualitatively superior directories abound?
Given that neither DMOZ nor the entries it contains are notable, the notability of this link is disputed.
(b) Secondly, that any links provided should be to organisations that are related to the topic of the article. In fact, the list of commercial organisations provided by DMOZ is a very random and eclectic collection of commercial organisations, which mentions few, if any major international outfits and specifically fails to provide links to organisations actually mentioned in the article such as A.C. Nielsen (which the article incorrectly states pioneered the market research industry) or to Gallup. Accordingly the link to the DMOZ commercial directory has no direct relationship with the material canvassed in the article.
Wikipedia is not a directory
According to Wikipedia guidelines, "directories, directory entries, electronic program guide, or a resource for conducting business. For example, an article on a broadcaster should not list upcoming events, current promotions, current schedules, format clocks, etc., although mention of major events, promotions or historically significant program lists and schedules may be acceptable. Likewise an article on a business should not contain a list of all the company's patent filings. Furthermore, the Talk pages associated with an article are for talking about the article, not for conducting the business of the topic of the article. (See WP:NOTDIR or https://en.wikipedia.org/wiki/Wikipedia:What_Wikipedia_is_not#Wikipedia_is_not_a_directory
As mentioned in the preceding discussion, DMOZ in the external links provides access to a directory of commercial providers of market research. The directory is an online forum compiled by volunteers and formerly known as the "Open Directory Project". As a simple directory of commercial organisations, this link appears to fall outside Wikipedia's guideline in relation to the inclusion of directories or directory-type content.
In relation to the half dozen links that John of Reading, chose to revert on the basis that they were creating a "List Farm", let it be known that it is not my intention to reinstate these links to academic journals and professional associations simply because it has not been my policy to delete, but rather to seek to improve. It is a shame, however, that these links will remain deleted because they actually provided access to content that was indeed relevant to the page in accordance with Wikipedia's guideline on External Links which specifically states that, "there is nothing wrong with adding one or more useful content-relevant links to the external links section of an article... [provided that they do not] dwarf the article and detract from the purpose of Wikipedia. (See WP:LINKFARM or https://en.wikipedia.org/wiki/Wikipedia:What_Wikipedia_is_not#Wikipedia_is_not_a_mirror_or_a_repository_of_links.2C_images.2C_or_media_files). For example, the ESOMAR link provides access to information about careers in market research which is entirely relevant to Section 12: Careers (https://en.wikipedia.org/wiki/Marketing_research#Careers) as well as a variety of free resources including guidelines for conducting new types of research including such things as 'mobile phone research' which might have been useful content for updating the article's contents - most of which is extremely outdated and in many places just plain misguided or wrong. In addition, ESOMAR also provides a directory of market research companies that is qualitatively more comprehensive and superior to the directory found at DMOZ. All of the links provide some type of useful content that is directly related to the article's contents.
It is very difficult to understand how 9 links to highly relevant scholarly journals and professional associations could be construed as inappropriate while a link to a sub-standard commercial directory be allowed to stand. It is equally difficult to understand how a handful of links could be construed as 'dwarfing' an article of some 5,000 words (excluding references).
Incidentally, I followed the link to WP:NOTLINKFARM provided in John of Reading's explanation for the decision to delete, where I soon found that no such shortcut actually exists. The closest I could find was WP:LINKFARM or WP:NOTLINK, so I was somewhat curious to learn how it was possible to provide such a negatively worded shortcut when it doesn't actually exist?
BronHiggs (talk) 02:07, 13 November 2016 (UTC)
External links that were deleted
Here is a list of the external links that were deleted by a well-meaning editor on the basis that they constituted a link farm which suggests that they were not relevant to the article, Marketing Research. You be the judge and decide for yourselves as to whether these links are irrelevant or not. I would argue that the first link (DMOZ) should be deleted, but the rest should remain. The well meaning editor retained the link to DMOZ and deleted the rest. Go figure!
- Marketing research at DMOZ
- American Marketing Association - Consumer Behavior Special Interest Group
- Asia Pacific Research Committee (APRC)
- Australian Market and Social Research Society (AMRS)
- Advances in Consumer Research (Conference Proceedings Publications page)
- Association for Consumer Research (US)
- Global Research Network
- Journal of Marketing Research
- Market Research Society (US)
- World Association for Market, Social Opinion and Marketing Research (ESOMAR)
that were deleted by a well-meaning editor I'm glad to see we agree that the edit was made in good faith.
Looks like a simple application of EL, especially WP:ELMAYBE and WP:ELNO. --Ronz (talk) 16:33, 17 February 2017 (UTC)
The Role of Arthur Nielsen
The 2010 version of this article contained the following sentence:
This sentence credits Nielsen with being a pioneer of marketing research as a statistical science in the 1920s and the source for this claim is the Nielsen website. Could it be an instance of Nielsen spruking up his role in the early history of marketing research?
The 2017 version of this article contains the following sentence:
This sentence contains no reference at all, but elevates Nielsen's role to one of creating an entire industry!
There is no question that Nielsen was instrumental in developing techniques for measuring radio audiences in the 1920s and 30s - but to give him full credit for establishing an entire industry requires a much greater burden of proof. Elsewhere on this talk page, evidence of marketing research being practised in the 1800s and even earlier have been provided. It is clear from the timeline provided above, that the development of marketing research as an industry should credit multiple players, not just a single person. The section on history in this article is so very biased, and fails to take into consideration the academic research that has been carried out in this area. BronHiggs (talk) 02:01, 5 June 2017 (UTC)
@Ronz: You seem to have missed the entire point of my comments. Firstly the material about Nielsen is factually incorrect and this is a major problem in a history section. Secondly, the material which had a reference (albeit a primary source) seems to have fallen off in 7 years of editing changes and today makes a claim that is totally unsupported. Thirdly, the editing changes that have taken place over 7 years appear to have changed the original meaning and taken Nielsen's role as a major player in developing statistical methods in market research (which arguably has some merit) and elevated him to creating an entire industry - a claim that has no merit whatsoever. This comment was never about primary versus secondary sources; it was and is about the merit of the claim being made in the body of the article. BronHiggs (talk) 22:29, 5 June 2017 (UTC)
Source of the article : Wikipedia
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