Marketing Research Aaker, Kumar, Day and Leone Ninth Edition Instructor’s Presentation Slides

Marketing ResearchAaker, Kumar, Day and LeoneNinth EditionInstructor’s Presentation Slides

Chapter Five

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Standardized Sources of Marketing Data

Marketing Research 10th Edition http://www.drvkumar.com/mr10/

Advertisingdata

Sales data

Surveys

Marketingdata

Growth of Standardized Sources

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Contributing Factors:

Audits and Surveys: National Market Audit• Bi-monthly audit focused on products irrespective of

the type of outlet carrying the product

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Retail Store Audits• Every two months a team of auditors from a research firm

visits a sample of stores to count the inventory on hand and record deliveries to the store since the last visit

Nielsen Retail Index• Nielsen’s auditing services cover four reporting groups:

▫ Grocery products

▫ Drugs

▫ Other merchandise

▫ Alcoholic beverages

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• Contents of a Nielsen Store Audit Report

▫ Sales

▫ Distribution

▫ Selling prices

▫ Retailer support

▫ Media advertising

▫ Special analyses

Consumer Purchase PanelsTo cover the gap between store audits/warehouse withdrawal services and actual purchases, two methods of data collection are used:

Home Audit Approach

▫ Panel member agrees to permit an auditor to check the household stocks

of certain product categories at regular intervals

Mail Diary Method

▫ Panel member records the details of each purchase and returns the

diary by mail at regular intervals

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Advantages & Limitations of Consumer Panels

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Scanner Services

Benefits of Scanner-Based Audit Services:

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Scanner Services (cont.)

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Weekly results from scanner service


Weekly results from scanner service

Applying scanner data

RFID• Radio Frequency Identification Technology may replace the

bar codes.

• Utilizes a tiny silicon chip to store information; a small transmitter then sends this information to a scanner.

• Advantages over UPC:

▫ The ability to store more information

▫ The ability to change the information on the tag

▫ The ability to transmit all the information on the chip to a scanner without clear line of sight

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Single-source Systems

• Usually set up in self-contained communities with their own newspapers and cable TV and are roughly representative of the demographics of the country

• A test panel of community households is recruited and monitored for recording exposure to programming and specific commercials

• Each member is provided an identification card for presenting at scanner-equipped stores

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Process of Scanner Data Collection by IRI

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IRI


Subscriber

Advantages and Disadvantages of Single Source Systems

• Advantages ↑ Availability of extensive pre-test records

↑ Immediate availability of test results

↑ Ability to compare purchases of households prior to and after exposure to the message

↑ Ability to control settings

• Disadvantages↓ Can track purchases only at stores equipped with

scanners

↓ No information on whether viewers actually watch or just leave the TV on

↓ Chance of biased results

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Expert Systems Based on Single-source Services• Since users of scanner data are flooded with massive amounts

of data, expert systems are used to help the users understand the data quickly

• Examples of Expert Systems Are:▫ Information Resources, Inc.

Apollo Space Management Software Cover Story Sales Partner

▫ A. C. Nielsen Promotion Stimulator Spotlight Sales Advisor

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Media Related Standardized Sources

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Nielsen Television Index (NTI)

• Rating – Percent of all households that have at least one TV set turned to a program for at least 6 of every 15 minutes that the program is telecast

• Share – Percent of households that have a TV set that is tuned to a specific program at a specific time

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delivered audience target ofNumber

commercial a ofCost CPM

Applications of Standardized Data Sources

17 Marketing Research 10th Edition http://www.drvkumar.com/mr10/

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Documents

Marketing Research Aaker, Kumar, Day and Leone Ninth Edition Instructor’s Presentation Slides