[ppt]marketing · web viewchapter six * standardized sources of marketing data marketing...

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

Chapter Six2

Standardized Sources of Marketing Data

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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 ServicesBenefits of Scanner-Based Audit Services:

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Scanner Services (cont.)9

Weekly results from scanner service

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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

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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

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