Marketing Research 8th Edition Aaker,kumar, Day Marketing Research Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides

Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day

Marketing Marketing ResearchResearchAaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation Instructor’s Presentation SlidesSlides


Chapter TwoChapter Two

Marketing Research in Marketing Research in

PracticePractice


Marketing Research in PracticeMarketing Research in Practice

Programmatic ResearchProgrammatic Research Develops market options through market Develops market options through market

segmentation, market opportunity analysis, or segmentation, market opportunity analysis, or consumer attitude and product usage studiesconsumer attitude and product usage studies

Selective ResearchSelective Research Tests different decision alternatives such as new Tests different decision alternatives such as new

product testing, advertising copy testing, pre-test product testing, advertising copy testing, pre-test marketing, and test marketingmarketing, and test marketing

Evaluative ResearchEvaluative Research Evaluation of performance of programs Evaluation of performance of programs


Information SystemInformation System

A continuing and interacting A continuing and interacting structure of people, equipment, and structure of people, equipment, and procedures, designed to gather, sort, procedures, designed to gather, sort, analyze, evaluate, and distribute analyze, evaluate, and distribute pertinent, timely, and accurate pertinent, timely, and accurate information to decision makers.information to decision makers.


DatabasesDatabases

Contain 3 types of information:Contain 3 types of information: 11stst type: Recurring day-to-day type: Recurring day-to-day

information information 22ndnd type: Intelligence relevant to the type: Intelligence relevant to the

future strategy of the future strategy of the business business

33rdrd type: Research studies that are type: Research studies that are not of a recurring not of a recurring

naturenature


Decision Support Systems Decision Support Systems (DSS)(DSS)

DSS models are developed and adapted to DSS models are developed and adapted to support each firms own decision problemssupport each firms own decision problems

Used to retrieve data, transform it into Used to retrieve data, transform it into usable information, and disseminate it to usable information, and disseminate it to usersusers

Allow managers to interact directly with Allow managers to interact directly with database database

To retrieve informationTo retrieve information Provides a modeling function to help Provides a modeling function to help

interpret information retrievedinterpret information retrieved


Use of Information Systems Use of Information Systems (IS) in Marketing Research(IS) in Marketing Research

IS emphasizes that market research IS emphasizes that market research should part of systematic and should part of systematic and continuous effort to improve continuous effort to improve decision-making processdecision-making process

Marketing research used to close Marketing research used to close gaps in data bank revealed by use of gaps in data bank revealed by use of models and ISmodels and IS


Marketing Decision Support Marketing Decision Support SystemSystem

Combines marketing data from Combines marketing data from diverse sources into a single diverse sources into a single database, enabling product database, enabling product managers, sales planners, market managers, sales planners, market researchers, financial analysts, and researchers, financial analysts, and production schedulers to share production schedulers to share information.information.


Marketing Decision Support Marketing Decision Support Systems Cont..Systems Cont..

Managers’ needs for decision Managers’ needs for decision relevant information:relevant information:

Routine comparisons of current Routine comparisons of current performance against past trends on each performance against past trends on each of the key measures of effectivenessof the key measures of effectiveness

Periodic exception reports to assess which Periodic exception reports to assess which sales territories or accounts have not sales territories or accounts have not matched previous years’ purchasesmatched previous years’ purchases

Special analyses to evaluate the sales Special analyses to evaluate the sales impact of particular marketing programs, impact of particular marketing programs, and to predict what would happen if and to predict what would happen if changes were madechanges were made



Characteristics of MDSS:Characteristics of MDSS: InteractiveInteractive FlexibleFlexible Discovery orientedDiscovery oriented User friendlyUser friendly



Four components of MDSS:Four components of MDSS: DatabaseDatabase Reports and DisplaysReports and Displays Analysis capabilitiesAnalysis capabilities ModelsModels


Gaining Insight from a MDSSGaining Insight from a MDSS

Manager

Modeling

Analysis

Display

Database

Environment


Suppliers of InformationSuppliers of Information

Corporate or in-house marketing Corporate or in-house marketing research departmentresearch department

External suppliersExternal suppliers


Participants in Marketing Research Participants in Marketing Research ActivitiesActivities

Information Users

Information Suppliers:Inside Company

Information Suppliers:Outside Company

• General management

• Planning

• Marketing and sales managers

• Product managers

• Lawyers

• Marketing research department

• Sales analysis group

• Accounting department

• Corporate strategic planning

• Research consultants

• Marketing research suppliers

• Advertising agencies


Information suppliers and servicesInformation suppliers and servicesInformation Supplier

Corporate In-house Supplier

Structured (Independent Department

Syndicated Services

Customized Services

Standardized Services

External Supplier

Unstructured (one or more

MR employees)

Field Service

s

Branded Product/Service

s

Selective Services


Factors Influencing Choice Factors Influencing Choice of Information Supplierof Information Supplier

Internal personnel may not have Internal personnel may not have skills or experienceskills or experience

Outside help may be called to boost Outside help may be called to boost internal internal capacity in response to capacity in response to urgent deadlineurgent deadline

Often it is cheaper to go outsideOften it is cheaper to go outside


Factors Influencing Choice Factors Influencing Choice of Information Supplier of Information Supplier

(Contd.)(Contd.) Outside suppliers may have special Outside suppliers may have special

facilities or competencies which would facilities or competencies which would be costly to duplicate for a single be costly to duplicate for a single studystudy

Political considerationsPolitical considerations Increased credibility of research used Increased credibility of research used

in litigation or in proceedings before in litigation or in proceedings before regulatory or legislative bodiesregulatory or legislative bodies


Type and Nature of Type and Nature of ServicesServices

Customized Customized Work with individual clientsWork with individual clients

Syndicated Syndicated Routinely collect information on several Routinely collect information on several

different issues and provide it to firms that different issues and provide it to firms that subscribe to their services (e.g.,Nielsen subscribe to their services (e.g.,Nielsen television index)television index)

StandardizedStandardized Projects conducted in standard, prespecified Projects conducted in standard, prespecified

manner and supplied to several different manner and supplied to several different clients. (e.g., Starch readership surveys)clients. (e.g., Starch readership surveys)


Type and Nature of Type and Nature of Services (Contd.)Services (Contd.)

FieldField Suppliers concentrate only on collecting data Suppliers concentrate only on collecting data

for research projectsfor research projects

SelectiveSelective Specialize in just one or two aspects of Specialize in just one or two aspects of

marketing research, mainly concerning data marketing research, mainly concerning data coding data, editing or data analysiscoding data, editing or data analysis

BrandedBranded products / servicesproducts / services Develop specialized data collection and Develop specialized data collection and

analyses procedures to address specific of analyses procedures to address specific of research problems that they market as research problems that they market as branded productsbranded products


Criteria For Selecting External Criteria For Selecting External SuppliersSuppliers

Steps in deciding if supplier can deliver promised data, Steps in deciding if supplier can deliver promised data, advice, or conclusions:advice, or conclusions:

1.1. A thorough search for companies with an expertise in A thorough search for companies with an expertise in the area of studythe area of study

2.2. Selection of a small number of bidders on basis of Selection of a small number of bidders on basis of recommendations of colleagues or others with similar recommendations of colleagues or others with similar needsneeds

3.3. Personal interviews with potential project leaders, Personal interviews with potential project leaders, asking for examples of previous work, their procedures asking for examples of previous work, their procedures for working with clients, and they should provide for working with clients, and they should provide referencesreferences

4.4. Check of references on each potential supplier, with Check of references on each potential supplier, with special attention on expertise, creativity, and quality special attention on expertise, creativity, and quality and adequacy of resources availableand adequacy of resources available


International Marketing International Marketing ResearchResearch

DefinitionDefinition International Marketing Research can be International Marketing Research can be

defined as marketing research defined as marketing research conducted to aid in making decisions in conducted to aid in making decisions in more than one countrymore than one country

FunctionFunction Provides a systematic, planned Provides a systematic, planned

approach to the research processapproach to the research process Ensures all aspects of the research Ensures all aspects of the research

project are consistent with each otherproject are consistent with each other


International Market International Market Research IndustryResearch Industry

Percentage of Worldwide Market Percentage of Worldwide Market Research Expenditure Per CountryResearch Expenditure Per Country

United States United States 39%39%

Japan Japan 10%10%

Western Europe Western Europe 40%40%

Rest of World Rest of World 11%11%


Career Opportunities in Marketing Career Opportunities in Marketing ResearchResearch

Marketing Research AnalystMarketing Research Analyst Marketing Information managerMarketing Information manager Project managerProject manager Director of Market ResearchDirector of Market Research Research Account managerResearch Account manager Research AnalystResearch Analyst MethodologistMethodologist

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Marketing Research 8th Edition Aaker,kumar, Day Marketing Research Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides