Marketing Research 8th Edition

Aaker,kumar, Day

Marketing Research

Aaker, Kumar, Day

Eighth Edition

Instructor’s Presentation Slides

Marketing Research 8th Edition

Aaker,kumar, Day

Chapter Two

Marketing Research in

Practice

Marketing Research 8th Edition

Aaker,kumar, Day

Marketing Research in Practice

Programmatic Research

Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies

Selective Research

Tests different decision alternatives such as new product testing, advertising copy testing, pre-test marketing, and test marketing

Evaluative Research

Evaluation of performance of programs

Marketing Research 8th Edition

Aaker,kumar, Day

Information System

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

Marketing Research 8th Edition

Aaker,kumar, Day

Databases

Contain 3 types of information:

1st type: Recurring day-to-day information

2nd type: Intelligence relevant to the future strategy of the business

3rd type: Research studies that are not of a recurring nature

Marketing Research 8th Edition

Aaker,kumar, Day

Decision Support Systems (DSS)

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

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

Allow managers to interact directly with database

To retrieve information

Provides a modeling function to help interpret information retrieved

Marketing Research 8th Edition

Aaker,kumar, Day

Use of Information Systems (IS) in Marketing Research

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

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

Marketing Research 8th Edition

Aaker,kumar, Day

Marketing Decision Support System

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

Marketing Research 8th Edition

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Marketing Decision Support Systems Cont..

Managers’ needs for decision relevant information:

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

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

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

Marketing Research 8th Edition

Aaker,kumar, Day

Marketing Decision Support

Systems Cont..

Characteristics of MDSS:

Interactive

Flexible

Discovery oriented

User friendly

Marketing Research 8th Edition

Aaker,kumar, Day

Marketing Decision Support Systems Cont..

Four components of MDSS:

Database

Reports and Displays

Analysis capabilities

Models

Marketing Research 8th Edition

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Gaining Insight from a MDSS

Manager

Modeling

Analysis

Display

Database

Environment

Marketing Research 8th Edition

Aaker,kumar, Day

Suppliers of Information

Corporate or in-house marketing research department

External suppliers

Marketing Research 8th Edition

Aaker,kumar, Day

Participants in Marketing Research Activities

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

Marketing Research 8th Edition

Aaker,kumar, Day

Information suppliers and services

Information Supplier

Corporate In-house Supplier

Structured (Independent Department

Syndicated Services

Customized Services

Standardized Services

External Supplier

Unstructured (one or more

MR employees)

Field Services

Branded Product/Services

Selective Services

Marketing Research 8th Edition

Aaker,kumar, Day

Factors Influencing Choice of Information Supplier

Internal personnel may not have skills or experience

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

Often it is cheaper to go outside

Marketing Research 8th Edition

Aaker,kumar, Day

Factors Influencing Choice of Information Supplier (Contd.)

Outside suppliers may have special facilities or competencies which would be costly to duplicate for a single study

Political considerations

Increased credibility of research used in litigation or in proceedings before regulatory or legislative bodies

Marketing Research 8th Edition

Aaker,kumar, Day

Type and Nature of Services

Customized

Work with individual clients

Syndicated

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

Standardized

Projects conducted in standard, prespecified manner and supplied to several different clients. (e.g., Starch readership surveys)

Marketing Research 8th Edition

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Type and Nature of Services (Contd.)

Field

Suppliers concentrate only on collecting data for research projects

Selective

Specialize in just one or two aspects of marketing research, mainly concerning data coding data, editing or data analysis

Branded products / services

Develop specialized data collection and analyses procedures to address specific of research problems that they market as branded products

Marketing Research 8th Edition

Aaker,kumar, Day

Criteria For Selecting External Suppliers

Steps in deciding if supplier can deliver promised data, advice, or conclusions: 1. A thorough search for companies with an expertise in the

area of study 2. Selection of a small number of bidders on basis of

recommendations of colleagues or others with similar needs 3. Personal interviews with potential project leaders, asking for

examples of previous work, their procedures for working with clients, and they should provide references

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

Marketing Research 8th Edition

Aaker,kumar, Day

International Marketing Research

Definition

International Marketing Research can be defined as marketing research conducted to aid in making decisions in more than one country

Function

Provides a systematic, planned approach to the research process

Ensures all aspects of the research project are consistent with each other

Marketing Research 8th Edition

Aaker,kumar, Day

International Market Research Industry

Percentage of Worldwide Market Research Expenditure Per Country

United States 39%

Japan 10%

Western Europe 40%

Rest of World 11%

Marketing Research 8th Edition

Aaker,kumar, Day

Career Opportunities in Marketing Research

Marketing Research Analyst

Marketing Information manager

Project manager

Director of Market Research

Research Account manager

Research Analyst

Methodologist