Many new products are introduced to the marketplace every year. What do you think would happen if marketing research were not used in product development?

Use a chart to take notes about the main concepts in marketing research.

Young & Rubicam, a large, full-service advertising agency, teamed up with Bounce, an event marketing group, in 2004 to start a video game promotional unit called Bounce Interactive Gaming (BIG). Ad agencies became more interested in video games in 2003, when Nielsen data showed that men aged 18 to 34-an appealing demographic group for advertisers - were watching less prime-time TV. And Jupiter Research expects that, by 2009,63 million people in the U.S. will spend at least five hours a week playing video games.

BIG markets products to fans of video games. The company signs deals with video game makers to embed products in the games in the form of a brand of beverage or car, for example. It also hosts video game events sponsored by its products. These events include tournaments for top players or live-satellite feeds to watch tournaments in action.

Advertising through video games has advantages over advertising on TV. Gamers stay in the room during the course of the game, unlike TV watchers, who sometimes leave the room during commercial breaks. Gamers keep their attention focused on the screen, while TV watchers can lose their concentration. A gamer might also like a product just because it is used by the gamer's onscreen character.

What are some strategic reasons for a large full-service advertising agency to establish a video game promotional unit?

What are the two types of marketing research?

Fun Foods has hired Manuel's marketing firm to learn what 20-to30-year-old women want in a nutrition bar. Manuel's bosses have written a 20-minute marketing survey and sent him and his colleague, Jason, to the mall to interview young women. But when Manuel tells shoppers how long the survey will take, they don't want to participate.

Jason has had no trouble finding women to interview. When they take their lunch break, Manuel asks Jason the secret of his success. Jason says, "I say the survey will take only five minutes. When they realize more than ten minutes have gone by and they look uneasy, I tell them we're almost done."

Is Jason's behavior ethical? If Manuel decides to keep telling the truth, what should he do when he and Jason submit their results to their bosses?

Understand DECA performance indicators related to market research.

Nielsen Media Research, Inc. is replacing all of its paper-based viewer diaries with a sample of viewers that use people meters in local television markets.

People meters automatically track viewing as people change channels. Since 1987, the company has used the method to determine national television ratings. Now, it is establishing a similar system for local television ratings. While the old system provided ratings data only four times a year, the new local ratings will be available on a nightly basis. The new system will allow Nielsen to give demographic data by age, race, and gender on a local television market.

The system is not without controversy. Some politicians and the National Minority Business Council say the new system is flawed because it undercounts minority groups. However, Nielsen says that 21.6 percent of African Americans are being measured under the new rating system, compared to 19 percent with the old system.

Why are local television ratings important?

Use a chart to note the differences between quantitative and qualitative research.

How are market surveys useful to a business?

Compare and contrast the terms market and marketing research.

Write the following vocabulary term on the front of a 5" $\times$ 8" index card with the correct definition on the reverse. Review by quizzing another marketing student.

marketing research

Market research is the process of obtaining the information needed to make sound marketing decisions. A well-known market research company is Nielsen Media Research. The company specializes in television audience research. In other words, Nielsen finds out who watches what show, where, and when. The heart of the company's national ratings is the Nielsen People Meter, an electronic device placed on television sets in some 5,100 U.S. households.

Name two ways the Nielsen ratings can be used in marketing.

Compare the two methods of calculating discounts and net amounts to decide when each method should be used.

Why is data such as that found in this chart important for market research?