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Doc McStuffins
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Doc McStuffins
Doc McStuffins logo
Also known as
Doc McStuffins: Toy Hospital (season 4)
Created by
Chris Nee
Written by
Shea Fontana
Voices of
Kiara Muhammad (seasons 1–2)
Laya DeLeon Hayes (season 3–present)
Lara Jill Miller
Robbie Rist
Jess Harnell
Loretta Devine
Amanda Crew
Jaden Isaiah Betts
Kimberly Brooks
Gary Anthony Williams
Opening theme
"The Doc is In" by China Anne McClain (seasons 1–3)
Amber Riley (season 4–present)
Ending theme
"The Doc is In" (instrumental)
Composer(s)
Stuart Kollmorgen (score)
Kay Hanley (songs)
Michelle Lewis (songs)
Country of origin
United States
Ireland
Original language(s)
English
No. of seasons
4
No. of episodes
114 (list of episodes)
Production
Executive producer(s)
Chris Nee
Darragh O'Connell
Cathal Gaffney
Running time
approx. 30 mins.
Production company(s)
Brown Bag Films
Disney Junior Original
Distributor
Disney–ABC Domestic Television
Release
Original network
Disney Junior
Picture format
1080i (HDTV)
Original release
March 23, 2012 (2012-03-23) – present
Chronology
Related shows
The Doc Files
External links
Official website
disneyjunior.disney.com/doc-mcstuffins
Doc McStuffins (also known as Doc McStuffins: Toy Hospital in the fourth season) is an American-Irish animated children's television series produced by Brown Bag Films. It was created and executive produced by Chris Nee and premiered on March 23, 2012, on Disney Channel and Disney Junior. The series is about a girl who can "fix" toys, with help from her toy friends. It features songs written and composed by Kay Hanley and Michelle Lewis. Reruns briefly aired Disney Channel and Disney Junior.
The series received positive reviews due to the show's concept and the main character, as well as its portrayal of African-Americans (Nee stated in 2013 that Doc is African-American, proposed by Disney during her initial pitch, Nee initially only knowing she wanted a girl doctor[1][2]) in a Disney series.[2][3] Chris Nee describes the series as "Cheers for Preschoolers."[4]
On November 16, 2016, the series was renewed for a fifth season by Disney Junior.[5]
Contents
[hide]
1 Premise
2 Recurring characters
2.1 Humans
2.2 Toys
3 Main cast
4 Guest stars and additional voices
5 Episodes
6 Broadcast history
7 Reception
7.1 Accolades
8 DVD releases
9 Video game adaptations
9.1 Feel Good Games
10 References
11 External links
Premise[edit]
The series chronicles freckled,[6] seven-year-old (later Eight[7]) Dotie "Doc" McStufins[8] who decides she wants to become a doctor like her mother, a pediatrician. The show takes place in Harrisburg, Pennsylvania. She practices her dream by fixing toys and dolls. In the UK, the show was redubbed using British voice actors, replacing the original American soundtrack.
When she activates her magic stethoscope (similar to an amulet or talisman), she can create a variety of supernatural effects, including traveling through time.[9] Her most regular use of it in the show is to cause toys, dolls, and stuffed animals to come to life. They are able to move, speak, hear, see and smell, and she can interact with them. With help from her stuffed friends – Stuffy the Dragon (a.k.a. Stuffy Filbert McStuffins), Hallie the Hippo, Lambie the Lamb, and Chilly the Snowman – Doc helps toys recover, or "feel better", by giving them check-ups and diagnosing their fictional illnesses with an encyclopedia called "The Big Book of Boo Boos" and another encyclopedia called "The Big Vet Book" for her toy pets when she's a veterinarian. In Season four the Big Book of Boo Boos and The Big Vet Book goes Hi Tech in a tablet form.
Each 11-minute episode includes original songs. During ending credits in Season 1, Doc gives advice to viewers about staying healthy. Seasons 1 and 2 have the original intro for the theme song, but in Season 3, the spoken line by Doc at the end of the theme song was re-recorded with Doc's new voice. In Season 3 Doc opens up a veterinarian clinic for fixing toy pets in addition to the regular medical services that she provides for the other toys. In Season 4, Doc's Grandma reveals her own magical stethoscope and teleports her and Doc to McStuffinsville, a magical city populated by living toys, and puts Doc in charge of the McStuffinsville Hospital.
Recurring characters[edit]
Humans[edit]
Dottie "Doc" McStuffins, a 6-year-old (Later 7) girl with the power to bring toys to life with her magical stethoscope
Donny McStuffins, Doc's 4 (Later 5)-year-old brother
Mr. Marcus McStuffins, Doc's stay-at-home dad
Dr. Maisha McStuffins, Doc's mother
Maya Alana McStuffins, Doc and Donny's new adopted baby sister, referred to as "Baby McStuffins" prior to being named
April McStuffins, Doc, Donny and Maya's paternal Grandmother
Emily "Emmie", Doc's gymnast[10] and pianist[11] best human friend
Alma, Emmie's younger sister
Dr. Peerless, Dr. Maisha McStuffins' peer at the clinic
Luca Stevens, one of Donny's friends
Tisha McStuffins, Doc's paternal cousin who gives her Hootsburgh and Queen Ameena/Amina. She is the daughter of Marcus' older sister.[12]
Will Wright, Donny's friend and soccer teammate
Carlos Ortiz, Doc and Donny's friend
Henry Dilly, Doc and Donny's friend
Dev, a kid who accidentally transported to McStuffinsville and becomes the leader of the McStuffinsville's First Responders.
Toys[edit]
(Queen) Amena (Amina) Sparkly Queen of the World is a monarch Doc receives from her cousin Tisha.[13] Some of the other toys including The Wicked King once consider her as "bossy" but Doc objects to that label.[14]
Army Al, a toy soldier
Awesome Guy, a Super Hero action figure
Bella, a ballerina
Ben and Anna, a pair of Huggy Monkeys plushies
Bonnie Blue, a toy horse on wheels
Boppy, a toy punching bag shaped like a dog. (Voiced By James Arnold Taylor)
Bronty, a waterproof brontosaurus
Buddy, a toy dump truck
(Creepy Crawly) Charlie, a stuffed three eye monster who is not scary but very friendly.
Commander Crush, a Transformer type spacebot action figure that morphs into a space vehicle.
Darla, a toy fox who helps in emergency's (Doc Toy Hospital)
Dragon-Bot a hi tech robotic dragon
(Dress-Up) Daisy, a dress-up doll
Farmer Mack, a toy farmer based on the Playmobil line of toys
Gabby, a stuffed toy giraffe
Gillian, an Irish Giantess doll based on a series of storybooks
Glo-Bo, a six armed monster that glows in the dark
Gloria, a purple stuffed toy gorilla who loves to giggle
Hermie, a toy crab
(Professor) Hootsburgh (a.k.a. Hootie) a stuffed owl
(Big) Jack and (Little) Jack (a.k.a. Little J), a pair of Jack in the Boxes who are also father and son
Jony, a pony
Lala Koala, the new baby toy
Lenny, a toy pumper fire truck
Lieutenant[15] Luna 2200[16] an astronaut with a pet mechanical dog (Space Rover) Olivia 0-197-0 a.k.a. Liv[17]
(Wicked) King (a.k.a. Percy[citation needed]), a limbless monarch, similar in style to the original Fisher-Price Little People toys.
(Sir) Kirby, a knight
Merlinda, a wind up mermaid
Millie Microphone, a CD player & Karaoke machine
Niles, a toy crane
Nikki Nickel, a toy piggy bank
Oooey Gablooey, a gel-filled stretch toy
(Officer) Pete, a large scale metal die cast toy police car
Pickles, a blue stuffed bunny with a green button nose, similar to the Care Bears/Care Bear Cousins stuffed toys
Rescue Rhonda, a yellow remote-control helicopter who serves as an aerial ambulance for the hospital
Robot Ray, a toy robot
Squibbles McStuffins,[18] Stuffy's furry pet critter
Star Blazer Zero, an intergalactic action figure
Stanley, a toy lion with parts of a toy rabbit
Surfer Girl, a surfboard-riding wind up toy
Susie Sunshine, a large doll
Tavia, a toy sea otter
Teddy B, a teddy bear
Twiggley, a toy squirrel
Val, a heart shaped stuffed toy that Doc received as a gift for Valentine's Day
Main cast[edit]
Laya DeLeon Hayes (US) and Abriella Bierer (UK)[citation needed] as Doctor[19] Dottie "Doc" McStuffins, a girl with the power to bring toys to life with her magical stethoscope, the main protagonist of the series. Her maternal grandfather has survived heart[20] and knee replacement surgery. Doc was voiced by Kiara Muhammad (US) and Eden Jarret (UK) for seasons 1-2.
Robbie Rist (US) and Bob Golding (UK) (or Ben Schwartz in "The Doc Files") as Stuffy Philbert[21] McStuffins,[22][23] a brave[24] blue stuffed toy[25] dragon who is the bravest yet clumsiest dragon around but has a terrifying fear of spiders.
Lara Jill Miller (US) and Teresa Gallagher (UK) as Lambie McStuffins[citation needed], a stuffed[25] lamb in a pink tutu who is Doc's best friend[24] and loves to give out cuddles and supporting character Arcade Worker, a human character who works at Archie's Arcade and Witch Hazel.
Jess Harnell (US) and Tom Eastwood (UK) as Chilly McStuffins,[26] a plump[27] stuffed[28] plush[29] snowman who worries a lot,[24] and supporting characters Buddy, the Singing Turtle on the Plaque, the Halloween Bat decoration, Morton, Rodriguez the Foosball Player, Bozini the Foosball Goaltender, Fabulous Fabio, the Wicked King, and the Dude.
Loretta Devine (US) and Maria Darling (UK) as Hallie McStuffins,[26] named after the "Nurse Hallie" incarnation of the "Hallie Hippo" toy series[30]), a stuffed plush[31] purple hippopotamus in a candy striped nurse's outfit, and supporting characters Hattie the Nurse and Addie the Receptionist at the clinic where Myiesha McStuffins works with Dr. Peerless.
Kimberly Brooks (US) and Niki Felstead (UK) (also credited as Kim Brooks and Kimberly D. Brooks) as Dr. Maisha[32] McStuffins (Doc and Donny's mother, named based on Dr. Myiesha Taylor[33]) and supporting character Surfer Girl.
Gary Anthony Williams (US) and Benjamin Small (UK) as Marcus McStuffins,[citation needed] Doc and Donny's father, a stay-at-home dad and chef extraordinaire.
Jaden Betts then Sayeed Shahidi and later Andre Robinson (US) and Luca Townsend (UK) as Donny McStuffins, Doc's younger brother who is 4 years old.[24]
Guest stars and additional voices[edit]
Karen O'Brien As Maya Alana McStuffins
China Anne McClain as Tisha McStuffins
Janice Kawaye as Kiko
Ty Burrell as Big Jack
Laraine Newman as Aurora, Professor Hootsburgh and Southwest Sal
James Arnold Taylor as Boppy, Teddy, and Carl Chug-a-Chug
Jeffrey Tambor as Santa Claus
Jim Belushi as Glo-Bo
Stephen Stanton as Gustav
Ari Rubin as Hermie and Tremaine
Nolan Gould as Little Jack
Tiffany Thornton as Xyla
Lisa Loeb as Millie Microphone
Ian Gomez as Ricardo Racecar
Dennis Farina as Riggo
Dee Bradley Baker as Robot Ray, Sebastian, Squibbles and Fetchin' Findo
Camryn Manheim as Rescue Ronda
Rob Paulsen as Angus and Sir Kirby
G.K. Bowes as Merlinda
John Michael Higgins as Star Blazer Zero
Dharbi Jens as Melinda
Amy Smith and Caitlin Carmichael as Alma
Kyle Anderson as Emmie
Curtis Harris as Henry Diloy
Amy Betts as Anne
Georgina Cordova a.k.a. Georgie Kidder as Louie
Jay Gragnani as Will Wrighy
Elan Garfias and Teo Briones as Carlo
David Boat as Awesome Guy
Tom Kenny as Walter and Rabbit
Grey DeLisle (also credited as Grey Griffin) as Lula, and Gracie
Dave B. Mitchell (credited as Dave Mitchell) as Boomer
Colette Whitaker as Moo Moo
Brad Abrell as Mr. Chomp
Lacey Chabert as Gaby
Jeffrey Nicholas Brown as Bronty and Ben
Jeff Fischer as Lenny the Fire Engine
Charlie Schlatter as Niles
Amber Hood as Susie Sunshine
Julianne Buescher as Bella the Ballerina
Hynden Walch as Bubble Monkey, Tavia and Nikki Nickel
Audrey Wasilewski as Penny the Possum
Caitlyn Leone as Pip, Flip and Trip Possum
Colleen O'Shaughnessey as Pickles the Bunny
Michael Gough as Officer Pete
Jennifer Hale as Val
Jason Marsden as Teddy B.
James Buddy Handleson as Luca Pearl
Tim Dadabo as Norton
Angie Wu as Maddie Chow
Tom Cavanagh as Big Jack (Chip Off The Ol' Box episode)
Brady Tutton as Little Jack (Chip Off The Ol' Box episode)
Sutton Foster as Frida Fairy
Jack Conely as Dragon-Bot
Josh Keaton as Johnny Foosball
Liza Del Mundo as Leilani
Amy Sedaris as Dress Up Daisy
Mela Lee as Katherine
Mike Vaughn as Stuntman Steve
Gunnar Sizemore as Jacob Halfpenny
David Kaufman as Wilbur and Sproingo Boingo
Sam Riegel as Orville
Lori Alan as Gloria the Gorilla
Tony Hale as Tobias The Elf
Steve Blum as Commander Crush and Sidney
Molly Shannon as Rita the Cheetah
Alexandra Ryan as Dolly and Dr. Peerless
Matthew Wayne as Declan Smith
Peter MacNicol as Lil Egghead
Paula Rhodes as Peaches Pie
Kath Soucie as Celeste
Catherine Cavadini as Dart
Grace Kaufman as Ramona Marcus
Adam Croasdell as Wildlife Will
Kyla Kenedy as Tamara Cranshaw
Rio Mangini as Ian Sheridan
Chris Nee as Emmie and Alma's Mom
Marieve Herington as Waddly Penguin
Lexi Glouberman as Dress Up Daisy (Blazer's Bike episode)
Cherami Leigh as Nia and Curly Q
Nika Futterman as Rosie
Angelique Perri as Spritzy Mitzi
Bernardo De Paula as Saltwater Serge
Geena Davis as Princess Persephone
Frank Welker as Creepy Cuddly Charlie Monster
Joanne Froggatt as Florence Nightingale
Lesley Nicol as Pip
Matt Milne as Bernard
Nigel Harman as Doodle Doo
Robert Bathurst as Admiral Fiddlesticks
Patton Oswalt as Count Clarence the Magnificent
Rodger Bumpass as Army Al
Arturo Del Puerto as Pop Up Paulo
Michelle Obama as Herself[34]
Jim Cummings as Winnie the Pooh and Tigger[35]
Travis Oates as Piglet[35]
Peter Cullen as Eeyore[35]
Oliver Bell as Christopher Robin[35]
Ludacris as Get-Well Gus[36]
TBA as Gillian the Giant
Cristina Milizia as Lala
Ashley Nicole Selich as Stella
Kelly Stables as Joni the Pony
Anthony Anderson as Stanley
Meira Blinkoff
Joe Ochman
Debi Derryberry as Twiggly
Ellen Pompeo as Willow
The show's voice director is Maria Estrada.
Episodes[edit]
Main article: List of Doc McStuffins episodes
Season
Episodes
Originally aired
First aired
Last aired
1 26 March 23, 2012 (2012-03-23) May 3, 2013 (2013-05-03)
2 37 September 6, 2013 (2013-09-06) September 12, 2015 (2015-09-12)
3 29 July 2, 2015 (2015-07-02) April 25, 2016 (2016-04-25)
4 28 July 29, 2016 (2016-07-29) November 2017 (2017-11)
5 28 March 29, 2018 (2018-03-29) TBA
Broadcast history[edit]
In the United States, Doc McStuffins first premiered on March 23, 2012, on Disney-ABC networks Disney Channel and Disney Junior. On June 5, 2012, Disney Junior renewed the series for a second season, which premiered on September 6, 2013. On January 8, 2014, the series was renewed for a third season which premiered on November 2, 2014.[37] On April 14, 2015, the series was renewed for a fourth season by Disney Junior, which premiered on August 5, 2016. It is titled "Doc McStuffins: Toy Hospital".[38]
In the UK, the show premiered on June 4, 2012, using British voice actors, replacing the original American soundtrack.
In Canada, the show started airing on the Canadian Disney Junior channel on April 8, 2012.[39] The show also is aired in many foreign countries and has been dubbed into several languages.
Reception[edit]
Creator and Executive Producer Chris Nee accepts the Peabody for "Doc McStuffins" along with Darragh O'Connell, Norton Virgien, Theresa Mayer, Chelsea Beyl, Kent Redeker, Kerri Grant, Cathal Gaffney, and Gillian Higgins.
The series received positive reviews and criticisms after its release. Kia Morgan Smith of Cincomom.com said that "It truly warmed my heart and almost brought tears to my eyes when my 8-year-old, Mikaela, saw 'Doc McStuffins' for the first time and said, 'Wow, mommy — she's brown,'"[40] Myiesha Taylor of CoilyEmbrace.com said that "This program featuring a little African-American girl and her family is crucial to changing the future of this nation." Taylor also applauded the concept of its portrayal of a young black girl who wishes to follow in the footsteps of her mother as a doctor as the lead character, that inspired her to collect pictures of 131 doctors — all women of color — and publish a collage online under the heading, 'We Are Doc McStuffins.'"[41]
The program is also a ratings hit on Disney Junior. The series premiere attracted 1.08 million children ages 2 to 5, and the show has attracted an average of 918,000 viewers in the same demographic, leading AdWeek magazine to dub the show an "improbable ratings juggernaut".[42]
In 2013, $500 million worth of Doc McStuffins merchandise was sold,[43] something New York Times writers claimed industry experts said "seems to be setting a record" for a "toy line based on an African-American character". They also said the character had broad appeal and the toys sold well to all demographics.[44]
In 2016, news that Disney had yet to formally renew the program for a fifth season resulted in a number of celebrities, including W. Kamau Bell, Jamilah Lemieux and Audra McDonald to appeal Disney to continue the program. Chris Nee, the show's creator, tweeted that she would report immediately if she received any news of the show being picked up, commenting that the writing staff was eager to continue with new stories.[45]
Accolades[edit]
Awards
Year
Award
Category
Recipients and nominees
Result
2014 British Academy Children's Awards[46] International Norton Virgien, Theresa Mayer, Chris Nee Nominated
2016 Kidscreen Awards[47] Best Animated Series Tied with Sarah & Duck Won
2015 NAACP Image Award Outstanding Children's Program "Doc McStuffins" Won
2014 74th Annual Peabody Award Peabody Award "Doc McStuffins" Won
DVD releases[edit]
see List of Doc McStuffins episodes for original air dates
Collection
Included episodes
Release date
Friendship is the Best Medicine "Engine Nine, Feelin' Fine!" and "The Right Stuff", "Caught Blue-Handed" and "To Squeak, or Not to Squeak", "Ben/Anna Split!" and "That's Just Claw-Ful", "The Rip Heard Round the World" and "Walkie-Talkie Time", "Dark Knight" and "Hallie Gets an Earful" August 21, 2012
Time for Your Check Up "Gulpy, Gulpy Gators!" and "One Note Wonder", "Tea Party Tantrum" and "Blast Off!", "Arcade Escapade" and "Starry, Starry Night", "Bronto Boo-Boos" and "Brontosaurus Breath", "Doctoring The Doc" and "Hot Pursuit" May 7, 2013
Mobile Clinic "Doc McStuffins Goes McMobile" and "Chip Off the Ol' Box", "Doc to the Rescue" and "Don't Knock the Noggin", "Out of the Box" and "Run Down Race Car", "Rescue Ronda, Ready for Take off" and "All Washed Up", "Rest Your Rotors, Ronda!" and "Keep on Truckin'" March 18, 2014
School of Medicine "Chilly Gets Chilly" and "Through The Reading Glasses", "Hallie's Happy Birthday" and "Shark-Style Toothache", "Think Pink" and "You Foose, You Lose", "Disco Dress Up Daisy" and "The Glider Brothers", "Celestial Celeste" and "Run Doc, Run!" September 9, 2014
Cuddle Me Lambie "My Huggy Valentine" and "Dusty Bear", "Awesome Guy's Awesome Arm" and "Lamb in a Jam", "Kirby and the King" and "Bubble Monkey, Blow Your Nose!", "A Day Without Cuddles" and "Collide-o-scope", "Mirror, Mirror On My Penguin" and "Hide and Eek!" February 3, 2015
Pet Vet "Fetchin Findo" and "Twin Tweaks", "Three Goats A Cuddlin'" and "Swimmer's Belly", "A Dragon's Best Friend", "Stuffy & Squibbles" and "Queen Of Thrones", "Take Your Pet To The Vet" and "Master And Commander" November 3, 2015
Toy Hospital "Welcome To McStuffinsville", "Baby McStuffins and Selfless Snowman", "Runaway Love and Tour De McStuffins", "Bringing Home Baby", "Baby Names and Night Night, Lala!" October 18, 2016
Video game adaptations[edit]
"Doc McStuffins Pet Vet" was released on iOS and Android.[48]
Feel Good Games[edit]
There are a variety of games specifically focused on the series,[49] including:
Big Air Adventure[50] a 5-series crossover of title characters from Henry Hugglemonster, Jake and the Never Land Pirates, Miles from Tomorrowland, and Sofia the First
Doc McStuffins Sticker Book[51]
Doc Me[52]
Doc's Seek and Find[53]
Doc's Snowman Rollup[54]
Doc's Summertime Clinic[55]
Frost Magic[56]
Sparkly Ball Sports[57]
Stuffy's Scramble[58]
The Doc Mobile[59]
References[edit]
Jump up ^ Ruiz, Lorena (October 2013). "Meet Chris Nee, creator of Disney's 'Doc McStuffins'". I just thought that nobody needs another male doctor or another male leader in a group. What we needed was a female character. And Disney, in the first conversation that we had after they bought the pitch said, "We've been looking for a good character to bring some ethnicity into them, how do you feel if she's African-American?"
^ Jump up to: a b Bierly, Mandi (2 July 2015). "'Doc McStuffins' Creator Chris Nee: From 'Deadliest Catch' to Disney Junior". Retrieved 2015-09-16. It was Disney that suggested, in your first pitch meeting, that Doc, her doctor mother, and her stay-at-home dad be African-American.
Jump up ^ "The Peabody Awards - Doc McStuffins". Retrieved 2015-09-16. Winner 2014
Jump up ^ "How The Creator Of "Doc McStuffins" Bucked The Norm And Made "Cheers" For Preschoolers". Retrieved 2015-09-16.
Jump up ^ Hipes, Patrick. "'Doc McStuffins' Is In For Season 5, Disney Junior Says". Retrieved 2016-11-16.
Jump up ^ Muhammad, Kiara (as Doc). "No Sweetah Cheetah". Doc McStuffins. We all have things on our bodies that make us special .. like my freckles
Jump up ^ "These Exclusive New Doc McStuffins Images Will Cure What Ails You". 21 July 2015. Doc McStuffins, the Disney Junior series about a seven-year-old girl named Dottie McStuffins
Jump up ^ Maria Pilar Clark (1 April 2011). "Nancy Kanter announces five new animated series for Disney Junior". Retrieved 2015-09-24. "Doc McStuffins" is an imaginative animated series about six-year-old Dottie "Doc" McStuffins, who communicates with and heals stuffed animals and toys out of her backyard clinic.
Jump up ^ McStuffins, Doc. "Let the Nightingale Sing". Doc McStuffins. Season 2. Oh, you never know what you can do with a little magic. (in response to Hallie asking how it is possible when Doc suggests she could meet Florence Nightingale)
Jump up ^ "McStuffins School of Medicine". Doc McStuffins.
Jump up ^ "Hazel Has a Sleep-over". Doc McStuffins. 3 minutes in. I'll come over right after my piano lesson.
Jump up ^ "Through the Reading Glasses". Doc McStuffins.
Jump up ^ "The Wicked King and the Mean Queen". Doc McStuffins.
Jump up ^ "Queen of Thrones". Doc McStuffins.
Jump up ^ "Mind Over Matter". Doc McStuffins.
Jump up ^ "Luna on the Moon-a". Doc McStuffins.
Jump up ^ "Live Long and Pawsper". Doc McStuffins.
Jump up ^ McStuffins, Stuffy. "The Search for Squibbles". Doc McStuffins. 5 minutes in. Maybe there's more than one Squibbles around here and he doesn't know we're calling him. His full name is Mister Squibbles Sylvester McStuffins the First.
Jump up ^ "Let the Nightingale Sing". Doc McStuffins. 8 minutes in. I'm a Doctor to stuffed animals and toys.
Jump up ^ "Getting to the Heart of Things". Doc McStuffins.
Jump up ^ McStuffins, Stuffy (4 March 2016). "Selfless Snowman". Doc McStuffins. Season 3. Episode 84. 16 minutes in. Stuffing's my middle name. Actually it's more like my first name. My middle name is Philbert, but close enough. (the middle name may be first mentioned in an earlier episode preceding 2016)
Jump up ^ McStuffins, Stuffy. "Doc McStuffins Goes to Washington". Doc McStuffins. 7 minutes in. I can see it now. Stuffy McStuffins, the first toy president of the United States.
Jump up ^ McStuffins, Dottoressa. "The Search for Squibbles". Doc McStuffins. 9 minutes in. Squibbles needs a tag, like a real pet. It's important to give your pet an ID tag to keep them safe if they ever get lost. I belong to Stuffy McStuffins. (the latter sentence narrating what she is writing on Squibbles' ID tag as she does so and sticks it on him)
^ Jump up to: a b c d "Disney Doc McStuffins Figure Cake Toppers / Cupcake Decorations Set of 6". Amazon.com. 20 May 2013. Archived from the original on 9 March 2016. Lambie-Doc's best friend. Stuffy-the brave Blue Dragon, Chilly-the stuffed snowman who worries a lot, Donny McStuffin-Doc's 4 year old brother
^ Jump up to: a b "Serpent Sam Makes a Splash". Doc McStuffins.
^ Jump up to: a b McStuffins, Chilly (16 May 2014). "The Big Storm". Doc McStuffins. Season 2. Episode 45. 5 minutes in. I'm glad I'm a McStuffins, and I'm even more glad you're one too.
McStuffins, Hallie (16 May 2014). "The Big Storm". Doc McStuffins. Season 2. Episode 45. 6 minutes in. Me too Chilly, me too.
Jump up ^ "Hide and Eek". Doc McStuffins. I'm plump and ready for the picking.
Jump up ^ McStuffins, Doc. "Winded Winnie". Doc McStuffins. 2 minutes in. You won't melt because you're a stuffed snowman.
Jump up ^ "Doc McStuffins Goes To Washington". Doc McStuffins. 1 minutes in. I don't think I'm cut out to be an actor, my plush is not thick enough.
Jump up ^ "Big Head Hallie". Doc McStuffins.
Jump up ^ McStuffins, Doc. "Hallie Halloween". Doc McStuffins. 7 minutes in. Now let's check your plush .. no rips and no lost stuffing.
Jump up ^ mother of Alma & Emmie (10 January 2014). "The Big Sleepover". Doc McStuffins. Season 2. Episode 13a (39a overall). 4 minutes in. Bye, Maisha. (official closed captions used by Disney Channel spell it "Maisha" not "Myiesha")
Jump up ^ Nancy Churnin (18 December 2013). "'Doc McStuffins' to pay tribute to local doctor in January". Retrieved 2015-09-16. Dr. Myiesha Taylor has plans for Jan. 10. She, her husband and their three children will be glued to their television, waiting to hear Doc McStuffins' mother called Myiesha in her honor on Disney's Doc McStuffins show. The character's first name has never been mentioned before.
Jump up ^ Maya Rhodan (26 September 2015). "First Lady Michelle Obama Will Appear on Disney Cartoon Doc McStuffins".
^ Jump up to: a b c d Milligan, Mercedes (January 5, 2017). "'Doc McStuffins' Visits 'Hundred Acre Wood' Jan. 18". Animation Magazine. Retrieved January 5, 2017.
Jump up ^ Tracy Brown (6 April 2017). http://www.latimes.com/entertainment/herocomplex/la-et-hc-ludacris-doc-mcstuffins-pegasus-20170405-story.html. Missing or empty |title= (help)
Jump up ^ "'Doc McStuffins' Renewed by Disney - Ratings - TVbytheNumbers.Zap2it.com". TVbytheNumbers.
Jump up ^ Hipes, Patrick. "'Sofia The First' & 'Doc McStuffins' Renewed At Disney Junior". Retrieved 2015-09-05.
Jump up ^ "Disney Junior". Disney Junior. Archived from the original on 2012-04-04.
Jump up ^ "Doc McStuffins renewed for a second season! An Interview with the show's Creator Chris Nee!". Retrieved 2012-10-24.
Jump up ^ Barnes, Brooks (2012-07-30). "Disney Finds a Cure for the Common Stereotype With 'Doc McStuffins'". New York Times. Retrieved 2012-10-12.
Jump up ^ "Disney Wraps Major Upfront Sales". AdWeek. 2013-07-03. Retrieved 2013-07-03.
Jump up ^ Eliana Dockterman (4 August 2014). "Disney's Perfect Answer to Barbie Is Doc McStuffins". Retrieved 2015-09-16. Merchandise based on the Disney Junior TV character Dottie "Doc" McStuffins...grossed around $500 million last year.
Jump up ^ Harris, Elizabeth A.; Vega, Tanzina (2014-07-26). "Race in Toyland: A Nonwhite Doll Crosses Over". New York Times. Retrieved 2014-08-03.
Jump up ^ Bryant, Christian (July 4, 2016). "Why adults are trying to keep 7-year-old 'Doc McStuffins' in business". WHIO-TV, via Newsy. Retrieved July 5, 2016.
Jump up ^ "Children's in 2014". British Academy of Film and Television Arts. November 23, 2014. Retrieved November 23, 2014.
Jump up ^ http://kidscreen.com/2017/02/14/and-the-2017-kidscreen-awards-winners-are/#
Jump up ^ "Doc McStuffins Pet Vet on the App Store". Itunes.apple.com. Retrieved 2016-06-03.
Jump up ^ "Doc McStuffins - All Games Page | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Disney Junior Big Air Adventure | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Doc McStuffins Sticker Book | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Doc Me | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Doc's Seek and Find | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Doc's Snowman Roll-up | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Doc's Summertime Clinic | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Frost Magic | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Sparkly Ball Sports | Doc McStuffins | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "Stuffy's Scramble | Doc McStuffins | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
Jump up ^ "The Doc Mobile | Disney Junior". Disneyjunior.disney.com. Retrieved 2016-06-03.
External links[edit]
Official website
Doc McStuffins at the Big Cartoon DataBase
Doc McStuffins on IMDb
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Marketing research
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This article contains too many or too-lengthy quotations for an encyclopedic entry. Please help improve the article by presenting facts as a neutrally-worded summary with appropriate citations. Consider transferring direct quotations to Wikiquote. (October 2017)
Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."[1]
It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[2]
Marketing research is often partitioned into two sets of categorical pairs, either by target market:
Consumer marketing research, and
Business-to-business (B2B) marketing research.
Or, alternatively, by methodological approach:
Qualitative marketing research, and
Quantitative marketing research.
Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns[citation needed]. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.[3]
Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.[4]
Contents
[hide]
1 Role
2 History
3 Characteristics
4 Related business research
5 Classification
6 Types
7 Methods
8 Business to business
9 Small businesses and nonprofits
10 International plan
11 Common terms
12 Careers
13 Corporate hierarchy
14 See also
15 Notes
16 References
17 External links
Role[edit]
The purpose of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and up to date market information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.
Managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.[5]
Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model.
History[edit]
Marketing research has evolved in the decades since Arthur Nielsen established it as a viable industry, one that would grow hand-in-hand with the B2B and B2C economies. Markets naturally evolve, and since the birth of ACNielsen, when research was mainly conducted by in-person focus groups and pen-and-paper surveys, the rise of the Internet and the proliferation of corporate websites have changed the means by which research is executed.
Web analytics were born out of the need to track the behavior of site visitors and, as the popularity of e-commerce and web advertising grew, businesses demanded details on the information created by new practices in web data collection, such as click-through and exit rates. As the Internet boomed, websites became larger and more complex and the possibility of two-way communication between businesses and their consumers became a reality. Provided with the capacity to interact with online customers, Researchers were able to collect large amounts of data that were previously unavailable, further propelling the marketing research industry.
In the new millennium, as the Internet continued to develop and websites became more interactive, data collection and analysis became more commonplace for those marketing research firms whose clients had a web presence. With the explosive growth of the online marketplace came new competition for companies; no longer were businesses merely competing with the shop down the road — competition was now represented by a global force. Retail outlets were appearing online and the previous need for bricks-and-mortar stores was diminishing at a greater pace than online competition was growing.With so many online channels for consumers to make purchases, companies needed newer and more compelling methods, in combination with messages that resonated more effectively, to capture the attention of the average consumer.
Having access to web data did not automatically provide companies with the rationale behind the behavior of users visiting their sites, which provoked the marketing research industry to develop new and better ways of tracking, collecting and interpreting information. This led to the development of various tools like online focus groups and pop-up or website intercept surveys. These types of services allowed companies to dig deeper into the motivations of consumers, augmenting their insights and utilizing this data to drive market share.
As information around the world became more accessible, increased competition led companies to demand more of market researchers. It was no longer sufficient to follow trends in web behavior or track sales data; companies now needed access to consumer behavior throughout the entire purchase process.This meant the Marketing Research Industry, again, needed to adapt to the rapidly changing needs of the marketplace, and to the demands of companies looking fora competitive edge.
Today, marketing research has adapted to innovations in technology and the corresponding ease with which information is available. B2B and B2C companies are working hard to stay competitive and they now demand both quantitative (“What”) and qualitative (“Why?”) marketing research in order to better understand their target audience and the motivations behind customer behaviors.
This demand is driving marketing researchers to develop new platforms for interactive, two-way communication between their firms and consumers. Mobile devices such as Smart Phones are the best example of an emerging platform that enables businesses to connect with their customers throughout the entire buying process. Innovative research firms, such as OnResearch with their OnMobile app, are now providing businesses with the means to reach consumers from the point of initial investigation through to the decision and, ultimately, the purchase.
As personal mobile devices become more capable and widespread, the marketing research industry will look to further capitalize on this trend. Mobile devices present the perfect channel for research firms to retrieve immediate impressions from buyers and to provide their clients with a holistic view of the consumers within their target markets, and beyond. Now, more than ever, innovation is the key to success for Marketing Researchers. Marketing Research Clients are beginning to demand highly personalized and specifically-focused products from the marketing research firms; big data is great for identifying general market segments, but is less capable of identifying key factors of niche markets, which now defines the competitive edge companies are looking for in this mobile-digital age.
Characteristics[edit]
First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis.[6]
Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations. Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research.[7]
Related business research[edit]
Other forms of business research include:
Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.
Product research — This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development).
Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads still in rough (ripomatic or animatic) form. (Young, p. 213)
Classification[edit]
Organizations engage in marketing research for two reasons: firstly, to identify and, secondly, to solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research.
Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future like company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, the findings of problem solving research are used in making decisions which will solve specific marketing problems.
The Stanford Research Institute, on the other hand, conducts an annual survey of consumers that is used to classify persons into homogeneous groups for segmentation purposes. The National Purchase Diary panel (NPD) maintains the largest diary panel in the United States.
Standardized services are research studies conducted for different client firms but in a standard way. For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established. The Starch Readership Survey is the most widely used service for evaluating print advertisements; another well-known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis.
Customized services offer a wide variety of marketing research services customized to suit a client's specific needs. Each marketing research project is treated uniquely.
Limited-service suppliers specialize in one or a few phases of the marketing research project. Services offered by such suppliers are classified as field services, coding and data entry, data analysis, analytical services, and branded products. Field services collect data through the internet, traditional mail, in-person, or telephone interviewing, and firms that specialize in interviewing are called field service organizations. These organizations may range from small proprietary organizations which operate locally to large multinational organizations with WATS line interviewing facilities. Some organizations maintain extensive interviewing facilities across the country for interviewing shoppers in malls.
Coding and data entry services include editing completed questionnaires, developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC Data Systems provides such services.
Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design. Some complex marketing research projects require knowledge of sophisticated procedures, including specialized experimental designs, and analytical techniques such as conjoint analysis and multidimensional scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical services.
Data analysis services are offered by firms, also known as tab houses, that specialize in computer analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two or more variables simultaneously). With the proliferation of software, many firms now have the capability to analyze their own data, but, data analysis firms are still in demand.[citation needed]
Branded marketing research products and services are specialized data collection and analysis procedures developed to address specific types of marketing research problems. These procedures are patented, given brand names, and marketed like any other branded product.
Types[edit]
Marketing research techniques come in many forms, including:
Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)
Advertising Research – used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad’s ability to get attention (measured with AttentionTracking), communicate the message, build the brand’s image, and motivate the consumer to purchase the product or service. (Young, 2005)
Brand awareness research — the extent to which consumers can recall or recognize a brand name or product name
Brand association research — what do consumers associate with the brand?
Brand attribute research — what are the key traits that describe the brand promise?
Brand name testing - what do consumers feel about the names of the products?
Buyer decision making process— to determine what motivates people to buy and what decision-making process they use; over the last decade, Neuromarketing emerged from the convergence of neuroscience and marketing, aiming to understand consumer decision making process
Commercial eye tracking research — examine advertisements, package designs, websites, etc. by analyzing visual behavior of the consumer
Concept testing - to test the acceptance of a concept by target consumers
Coolhunting (also known as trendspotting) - to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle
Copy testing – predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. (Young, p 213)
Customer satisfaction research - quantitative or qualitative studies that yields an understanding of a customer's satisfaction with a transaction
Demand estimation — to determine the approximate level of demand for the product
Distribution channel audits — to assess distributors’ and retailers’ attitudes toward a product, brand, or company
Internet strategic intelligence — searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong opinion formers.
Marketing effectiveness and analytics — Building models and measuring results to determine the effectiveness of individual marketing activities.
Mystery consumer or mystery shopping - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.
Positioning research — how does the target market see the brand relative to competitors? - what does the brand stand for?
Price elasticity testing — to determine how sensitive customers are to price changes
Sales forecasting — to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.
Segmentation research - to determine the demographic, psychographic, cultural, and behavioral characteristics of potential buyers
Online panel - a group of individual who accepted to respond to marketing research online
Store audit — to measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service
Test marketing — a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market
Viral Marketing Research - refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individual's Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.
All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research.
There are two main sources of data — primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand. Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher.
A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population.
Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems (MIS).
Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.
Methods[edit]
Methodologically, marketing research uses the following types of research designs:[8]
Based on questioning
Qualitative marketing research - generally used for exploratory purposes — small number of respondents — not generalizable to the whole population — statistical significance and confidence not calculated — examples include focus groups, in-depth interviews, and projective techniques
Quantitative marketing research - generally used to draw conclusions — tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population — involves a large number of respondents — examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.
Based on observations
Ethnographic studies — by nature qualitative, the researcher observes social phenomena in their natural setting — observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See also Ethnography and Observational techniques.
Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables — examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nationwide survey (quantitative research design) in order to devise specific recommendations for the client.
Business to business[edit]
Business to business (B2B) research is inevitably more complicated than consumer research. The researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using just one method. Finding the right respondents is crucial in B2B research since they are often busy, and may not want to participate. Encouraging them to “open up” is yet another skill required of the B2B researcher. Last, but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client.
There are four key factors that make B2B market research special and different from consumer markets:[9]
The decision making unit is far more complex in B2B markets than in consumer markets
B2B products and their applications are more complex than consumer products
B2B marketers address a much smaller number of customers who are very much larger in their consumption of products than is the case in consumer markets
Personal relationships are of critical importance in B2B markets.
Small businesses and nonprofits[edit]
This section does not cite any sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (April 2012) (Learn how and when to remove this template message)
Marketing research does not only occur in huge corporations with many employees and a large budget. Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers. Most secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet and can be easily accessed by a small business owner.
Below are some steps that could be done by SME (Small Medium Enterprise) to analyze the market:
Provide secondary and or primary data (if necessary);
Analyze Macro & Micro Economic data (e.g. Supply & Demand, GDP, Price change, Economic growth, Sales by sector/industries, interest rate, number of investment/ divestment, I/O, CPI, Social analysis, etc.);
Implement the marketing mix concept, which is consist of: Place, Price, Product, Promotion, People, Process, Physical Evidence and also Political & social situation to analyze global market situation);
Analyze market trends, growth, market size, market share, market competition (e.g. SWOT analysis, B/C Analysis, channel mapping identities of key channels, drivers of customers loyalty and satisfaction, brand perception, satisfaction levels, current competitor-channel relationship analysis, etc.), etc.;
Determine market segment, market target, market forecast and market position;
Formulating market strategy & also investigating the possibility of partnership/ collaboration (e.g. Profiling & SWOT analysis of potential partners, evaluating business partnership.)
Combine those analysis with the SME's business plan/ business model analysis (e.g. Business description, Business process, Business strategy, Revenue model, Business expansion, Return of Investment, Financial analysis (Company History, Financial assumption, Cost/Benefit Analysis, Projected profit & Loss, Cash flow, Balance sheet & business Ratio, etc.).
Note as important : Overall analysis should be based on 6W+1H (What, When, Where, Which, Who, Why and How) question.
International plan[edit]
International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise. Customers in international markets may have very different customs, cultures, and expectations from the same company. In this case, Marketing Research relies more on primary data rather than secondary information. Gathering the primary data can be hindered by language, literacy and access to technology. Basic Cultural and Market intelligence information will be needed to maximize the research effectiveness. Some of the steps that would help overcoming barriers include:
Collect secondary information on the country under study from reliable international source e.g. WHO and IMF
Collect secondary information on the product/service under study from available sources
Collect secondary information on product manufacturers and service providers under study in relevant country
Collect secondary information on culture and common business practices
Ask questions to get better understanding of reasons behind any recommendations for a specific methodology
Common terms[edit]
Market research techniques resemble those used in political polling and social science research. Meta-analysis (also called the Schmidt-Hunter technique) refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Reliability refers to the likelihood that a given operationalized construct will yield the same results if re-measured. Validity refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study. It asks, “Are we measuring what we intended to measure?”
Applied research sets out to prove a specific hypothesis of value to the clients paying for the research. For example, a cigarette company might commission research that attempts to show that cigarettes are good for one's health. Many researchers have ethical misgivings about doing applied research.
Sugging (from SUG, for "selling under the guise" of market research) forms a sales technique in which sales people pretend to conduct marketing research, but with the real purpose of obtaining buyer motivation and buyer decision-making information to be used in a subsequent sales call.
Frugging comprises the practice of soliciting funds under the pretense of being a research organization.
Careers[edit]
Some of the positions available in marketing research include vice president of marketing research, research director, assistant director of research, project manager, field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst and operational supervisor.[10]
The most common entry-level position in marketing research for people with bachelor's degrees (e.g., BBA) is as operational supervisor. These people are responsible for supervising a well-defined set of operations, including field work, data editing, and coding, and may be involved in programming and data analysis. Another entry-level position for BBAs is assistant project manager. An assistant project manager will learn and assist in questionnaire design, review field instructions, and monitor timing and costs of studies. In the marketing research industry, however, there is a growing preference for people with master's degrees. Those with MBA or equivalent degrees are likely to be employed as project managers.[10]
A small number of business schools also offer a more specialized Master of Marketing Research (MMR) degree. An MMR typically prepares students for a wide range of research methodologies and focuses on learning both in the classroom and the field.
The typical entry-level position in a business firm would be junior research analyst (for BBAs) or research analyst (for MBAs or MMRs). The junior analyst and the research analyst learn about the particular industry and receive training from a senior staff member, usually the marketing research manager. The junior analyst position includes a training program to prepare individuals for the responsibilities of a research analyst, including coordinating with the marketing department and sales force to develop goals for product exposure. The research analyst responsibilities include checking all data for accuracy, comparing and contrasting new research with established norms, and analyzing primary and secondary data for the purpose of market forecasting.
As these job titles indicate, people with a variety of backgrounds and skills are needed in marketing research. Technical specialists such as statisticians obviously need strong backgrounds in statistics and data analysis. Other positions, such as research director, call for managing the work of others and require more general skills. To prepare for a career in marketing research, students usually:
Take all the marketing courses.
Take courses in statistics and quantitative methods.
Acquire computer skills.
Take courses in psychology and consumer behavior.
Acquire effective written and verbal communication skills.
Think creatively.[10]
Corporate hierarchy[edit]
Vice-President of Marketing Research: This is the senior position in marketing research. The VP is responsible for the entire marketing research operation of the company and serves on the top management team. Sets the objectives and goals of the marketing research department.
Research Director: Also a senior position, the director has the overall responsibility for the development and execution of all the marketing research projects.
Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members.
(Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.
Senior Analyst: Participates in the development of projects and directs the operational execution of the assigned projects. Works closely with the analyst, junior analyst, and other personnel in developing the research design and data collection. Prepares the final report. The primary responsibility for meeting time and cost constraints rests with the senior analyst.
Analyst: Handles the details involved in executing the project. Designs and pretests the questionnaires and conducts a preliminary analysis of the data.
Junior Analyst: Handles routine assignments such as secondary data analysis, editing and coding of questionnaires, and simple statistical analysis.
Field Work Director: Responsible for the selection, training, supervision, and evaluation of interviewers and other field workers.[11]
See also[edit]
Ad Tracking
A/B testing
Advertising research
Commercial eye tracking
Copy testing
Consumer behavior
Experimental techniques
Enterprise Feedback Management (EFM)
Global Marketing
Integrated Marketing Communications
Journal of Marketing Research
Knowledge management
List of marketing research firms
Marketing
Marketing Research Association
Marketing research mix
Market research
Marketing research process
Master of Marketing Research
Observational techniques
Propaganda
Quantitative marketing research
Qualitative marketing research
Notes[edit]
Jump up ^ The Definition of Marketing, American Marketing Association. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx. Retrieved 2011-12-02. Approved by the AMA Board of Directors in October 2007, the Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project.
Jump up ^ McDonald, Malcolm (2007), Marketing Plans (6th ed.), Oxford, England: Butterworth-Heinemann, ISBN 978-0-7506-8386-9
Jump up ^ http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.d7deb7344c5a8ffe818e6c1047a062a0/?vgnextoid=10097f5e82854010VgnVCM100000880a260aRCRD
Jump up ^ Malhotra, Naresha K. (2002), Basic Marketing Research: A Decision-Making Approach, Upper Saddle River, NJ: Prentice Hall, ISBN 978-0-13-376856-5, ISBN 0-13-376856-2. ISBN 0-13-009048-4. ISBN 978-0-13-009048-5
Jump up ^ Twedt, Dick Warren (1983), 1983 Survey of Marketing Research, Chicago: American Marketing Association
Jump up ^ J. Scott Armstrong, Roderick J. Brodie and Andrew G. Parsons (2001). "Hypotheses in Marketing Science: Literature Review and Publication Audit" (PDF). Marketing Letters. 12 (2): 171–187. doi:10.1023/a:1011169104290.
Jump up ^ J. Scott Armstrong and Randall L. Schultz (1993). "Principles Involving Marketing Policies: An Empirical Assessment" (PDF). Marketing Letters. 4 (3): 253–265. doi:10.1007/bf00999231.
Jump up ^ Marketing Research: An Applied Orientation 2006 (5th Edition) by Naresh Malhotra. ISBN 0-13-222117-9
Jump up ^ Business-to-Business Marketing By Paul Hague, Nick Hague and Matt Harrison (undated) accessed October 9, 2006
^ Jump up to: a b c Boudreaux, Michael (March 1984), "Prepare for Your Future in Marketing, Your Interviews, and Something 'Extra'", Student Edition Marketing News (2): 3–4
Jump up ^ Kinnear, Thomas C.; Root, Ann R. (1988), 1988 Survey of Marketing Research, Chicago: American Marketing Association
References[edit]
Bradley, Nigel Marketing Research. Tools and Techniques.Oxford University Press, Oxford, 2007 ISBN 0-19-928196-3 ISBN 978-0-19-928196-1
Marder, Eric The Laws of Choice—Predicting Customer Behavior (The Free Press division of Simon & Schuster, 1997. ISBN 0-684-83545-2
Young, Charles E, The Advertising Handbook, Ideas in Flight, Seattle, WA, April 2005. ISBN 0-9765574-0-1
Kotler, Philip and Armstrong, Gary Principles of Marketing Pearson, Prentice Hall, New Jersey, 2007 ISBN 978-0-13-239002-6, ISBN 0-13-239002-7
Berghoff, Hartmut, Philip Scranton, and Uwe Spiekermann, eds., The Rise of Marketing and Market Research (New York: Palgrave Macmillan, 2012), ISBN 978-0-230-34106-7
External links[edit]
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