A brief look at Market Research history

2. STORY OF
MARKET RESEARCH
Prepared by:
Keivan Shokrani
Research Analyst
At Rahbar Bazaar co.2

3. 3
Study history, Study history.
In history lies all the secrets of statecraft.
Winston Churchill

4. Some Important events in 1890s

5. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1890
• Herman Hollerith developed a
mechanical tabulator based
on punched cards to rapidly
tabulate statistics from millions
of pieces of data.
• Hollerith built machines under
contract for the Census Office,
which used them for the 1890
census. That census, using the
tabulators, required only six
years; the previous 1880
census had taken eight years.
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6. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1896
• Hollerith was the founder of
the Tabulating Machine
Company that later merged to
become IBM. Hollerith is widely
regarded as the father of
modern machine data processing
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7. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1916
• The literary Digest magazine
embark on a national poll in 1916
United States presidential election
among Wilson and Hughes and
correctly predicted Woodrow
Wilson's election.
• The Literary Digest was an
influential general interest weekly
magazine,founded by Isaac
Kaufmann Funk in 1890, it
eventually merged with two similar
weekly magazines, Public Opinion
and Current Opinion.
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8. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1920
• In 1911, Charles Coolidge Parlin
was hired onto the company in
a job that had no clearly defined
title, as it hadn't existed
previously. Parlin came up with
the name "commercial
research" for his work, which
would later end up being
changed to market research.
• The Charles Coolidge Parlin
Marketing Research Award was
established in 1945 to honor
persons who have made
outstanding contributions to the
field of marketing research." It is
meant to act as a memorial to
Parlin, due to his creation of the
field of market research.
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9. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1923
• Daniel Starch researched
and devised methods to
assess the effectiveness of
advertising, among them
what was later to become
known as the "Starch test“
or "Starch recognition
procedure". Also named after
him is the "Starch formula",
which describes how to
determine the number of
people recalling a full-page
advertisement from the
number of people recalling a
half-page advertisement
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10. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1932
• Rensis Likert is best known for
survey research methods and for
the Likert scale, a psychometric
scale commonly involved in
research using questionnaires. After
retirement in 1970 he was an active
researcher in management styles;
he also developed the linking pin
model.
• He also helped start what is now
known as the Institute for Corporate
Productivity (i4cp). During his
tenure, Rensis Likert devoted
particular attention to research on
organizations. During the 1960s
and 1970s, his books on
management theory were closely
studied in Japan and their impact
can be seen across modern
Japanese organizations
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11. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1936
• Literary Digest fails to predict
presidential election result for
the first time, despite having
over 2 million responses.
• George Gallup’s American
Institute of Public Opinion
achieved national recognition by
correctly predicting the result of
the 1936 election and by also
correctly predicting the quite
different results of the Literary
Digest poll to within about 1%,
using a smaller sample size of
50,000. Gallup's last poll before
the election predicted Roosevelt
would receive 56% of the
popular vote. The official tally
gave Roosevelt 61%.
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12. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1937
• Mass-Observation
This organization was founded in
1937 by a group of people(Tom
Harrisson (an anthropologist and
ornithologist), Humphrey Jennings
(a painter and film-maker) and
Charles Madge (a poet and Daily
Mirror journalist)who aimed to
create an 'anthropology of
ourselves'. They recruited a team
of observers and a panel of
volunteer(around 500) writers to
study the everyday lives of ordinary
people in Britain. This original work
continued until the early 1950s.
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13. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
From social issues to market research
• Mass Observation continued to
operate throughout the Second
World War and into the early
1950s, producing a series of
books about their work as well
as thousands of reports.
Gradually the emphasis shifted
away from social issues towards
consumer behavior. In 1949,
Mass Observation was
registered as a limited
company.
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14. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
MO
• Today, housed at the University
of Sussex, Mass-Observation
continues to collect the thoughts
of its panel of writers through
regular questionnaires (known
as directives) and is used by
students, academics, media
researchers and the public for
its unique collection of material
on everyday life in Britain.
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15. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1940
• Paul Felix Lazarsfeld (February 13,
1901 – August 30, 1976) was one
of the major figures in 20th-century
American sociology. lazarsfeld's
many contributions to sociological
method have earned him the title of
the "founder of modern empirical
sociology”.
• Lazarsfeld made great strides in
statistical survey analysis, panel
methods, latent structure analysis,
and contextual analysis. He is also
considered a co-founder of
mathematical sociology. Many of
his ideas have been so influential
as to now be considered self-
evident. He is also noted for
developing the two-step flow of
communication model.
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16. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1940
• Robert King Merton (July 4,
1910 – February 23, 2003) was
an American sociologist.
• Merton developed notable
concepts such as "unintended
consequences", the "reference
group", and "role strain" but is
perhaps best known for having
created the terms "role model"
and "self-fulfilling prophecy
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17. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1941
• Both Merton and Lazarsfeld were new
faculty members in Columbia University’s
Department of Sociology appointed in
1941. Merton and his wife came to dinner
at the Lazarsfeld’s apartment on Saturday
evening, 23 November 1941. Upon arrival
Lazarsfeld explained to Merton that he had
been just asked by the U.S. government’s
Office of New Facts and Figures to
evaluate a radio program.Thus ‘Merton
accompanied Lazarsfeld to the radio
studio, leaving their wives in the Lazarsfeld
apartment with the uneaten dinner’.
• Lazarsfeld was using the famous Stanton-
Lazarsfeld Program-Analyzer, to record the
responses of listeners, and in the ensuing
interviews they conducted, Merton was
instrumental in ensuring questions were
properly answered. This was believed to
be the start of the ‘focused group
interview’, or what we now known as the
‘focus group’. It was also the beginning of
a rich and influential collaboration in the
field of communication studies.
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18. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1947
• The American Association for Public
Opinion Research (AAPOR), is a
professional organization of more than
2,000 public opinion and survey
research professionals in the United
States and from around the world, with
members from academia, media,
government, the non-profit sector and
private industry. AAPOR publishes three
academic journals: Public Opinion
Quarterly, Survey Practiceand
the Journal for Survey Statistics and
Methodology. It holds an annual
research conference and maintains a
"Code of Professional Ethics and
Practices," for survey research which all
members agree to follow. Promoting
standards and ethics is central AAPOR's
mission. The individuals who are
members of AAPOR agree to observe
the organization’s Code of Professional
Ethics and Practices [1] that define and
mandate the proper practice of public
opinion and survey research with the
appropriate use of research results
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19. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1947
• The World Association for Public
Opinion Research (WAPOR) is
an international professional
association of researchers in the
fields of communication andsurvey
research. It is a member
organization of the International
Social Science Council
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20. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1948
• The European Society for Opinion
and Market Research (ESOMAR) is
the world association for market,
social and opinion researchers.
• Founded in 1948, ESOMAR began
as a regional association within
Europe. Currently, with more than
4900 members in over 130
countries, ESOMAR’s global
membership brings together
professionals in market and opinion
research, marketing, advertising,
business, public affairs and media
from across the world. Since 1948
ESOMAR’s aim has been to
promote the value of market and
opinion research in effective
decision-making.
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21. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1950
• The Australian Market and Social
Research Society Limited (AMSRS)
is a professional membership body
of over 2,100 market
research professionals who are
committed to strengthening the
standards and awareness of both
market and social research in
Australia.
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22. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1962
• Herbert Marshall McLuhan
(July 21, 1911 – December 31, 1980)
Canadian philosopher of communicatio
n theory and a public intellectual. His
work is viewed as one of the
cornerstones of the study of media
theory, as well as having practical
applications in the advertising and
television industries. McLuhan is
known for coining the expressions the
medium is the message and the global
village, and for predicting the World
Wide Web almost thirty years before it
was invented. Although he was a
fixture in media discourse in the late
1960s, his influence began to wane in
the early 1970s.
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23. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1968
• The Advanced Research Projects
Agency Network (ARPANET) was
an early packet switching network
and the first network to implement
the protocol suite TCP/IP. Both
technologies became the technical
foundation of the Internet.
ARPANET was initially funded by
the Advanced Research Projects
Agency (ARPA) of the United
States Department of Defense
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24. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1969
• CompuServe
(CompuServe Information Service, also
known by its acronym CIS) was founded
at 1969.
It was the first major commercial online
service in the United States. It dominated
the field during the 1980s and remained
a major player through the mid-1990s,
when it was sidelined by the rise of
services such as AOL with monthly
subscriptions rather than hourly rates.
Since the purchase of CompuServe's
Information Services Division by AOL, it
has operated as an online service
provider and an Internet service provider.
The original CompuServe Information
Service, later rebranded as CompuServe
Classic, was shut down July 1, 2009. The
newer version of the service,
CompuServe 2000, continues to operate
as an internet portal.
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25. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1970
• Research is expensive ,requires
printing questionnaires and
large number of interviewees.
• The primary method of data
gathering are postal surveys
and f2f interviews
• Audio recording is added as a
service to focus group.
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26. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1973
• Ad and brand tracking are
developed by Gordon brown and
Maurice Millward in the UK.
• Gordon Brown and Maurice
Millward founded Millward Brown
in 1973 in Britain, having both
worked as researchers at General
Foods. The business was set up
above a row of estate agents
in Royal Leamington Spa, a town
in the Midlands (England). The
aim of the business was to
provide clients with information
that allowed them to make correct
marketing and management
decisions.
• It is focused on advertising
effectiveness, strategic
communication, media and brand
equity research. It has 85 offices
in 55 countries.
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27. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1980
• Primary data collection methods
are CATI,PAPI,POSTAL,CAPI
and FGD with video recording
services.
• Customer satisfaction becomes
recognized as a major aspect of
market research.
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28. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1981
• The IBM Personal Computer, commonly
known as the IBM PC, is the original
version and progenitor of the IBM PC
compatible hardware platform. It is IBM
model number 5150, and was
introduced on August 12, 1981
• IBM PC developed the CAPI method
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29. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
1990
• The world first website goes live at
European organization for nuclear
research(CERN) leasing to the
internet
• Analysis software like SAS and
SPSS available on PC
• Online research emerges with
online access panels, online focus
group, bulletin board discussions
and CAWI
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30. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
2000
• Online research grows fastly,
increse speed and decrese cost
• Australia become the first
country where online is most
common method of data
collection.
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31. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
2010
• Key research of Millward brown
• Language of Love
In 2010, Firefly Millward Brown
announced the findings of its
Language of Love in Social Media
study, which recommends
successful strategies within the
social media space.
• Value of a Fan
In 2011, Millward Brown launched
the Value of a Fan study in
collaboration with the World
Federation of Advertisers (WFA).
The study was conducted with
WFA members and looked at what
contributes to a successful brand
fan page.
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32. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
2011
Millward Brown manages the
annual BrandZ Top 100 Most
Valuable Global Brands ranking.
The study is conducted by Millward
Brown Optimor to determine the
financial value of consumer-facing
brands and announced Apple as the
most valuable global brand in
2011. It is the only brand ranking to
combine consumer measures of
brand equity - from the Brand
Dynamics studies in Millward
Brown’s BrandZ database - with
financial data.
• Value-D
In February 2011, Millward Brown
launched the findings of its Value-D
study, which looked at brand value
and desire.
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33. 1890s&1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Future
future
• Integration of the insight
ecosystem with big data
and management systems
turns information into
knowledge and knowledge
into action.
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