Marketing Research, 11th Edition

CHAPTER 20Managing Marketing Research

LEARNING OBJECTIVES

1. Understand what clients want from a marketing research supplier or department.
2. Learn about managing a marketing research supplier organization.
3. Learn about communication.
4. Gain insights into the unique management issues of managing a corporate marketing research department.
5. Learn about client profitability management.
6. Gain insights into staff management and development.
7. Learn how to manage a marketing research department.

This chapter covers the management of marketing research from a number of different perspectives. From the standpoint of the corporate marketing research buyer of marketing research, we also discuss approaches to selecting a research supplier that is right for your company and your project, managing that supplier, selecting and developing your staff, and overall management of the department.

From the standpoint of the marketing research firm, we cover the question of selecting and cultivating the right clients, focusing on clients that are most profitable, management of the research project, and the organization of the firm.

Clearly, the environment for marketing research suppliers is changing dramatically. In fact, the term “marketing research” may be somewhat dated and considered somewhat off putting with many corporate research departments changing their names to “market insights” or something that ...