standardized sources of marketing data
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Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
http://www.drvkumar.com/mr9/
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/2
Chapter Six
Advertisingdata
Sales data
Surveys
Marketingdata
Standardized Sources of Marketing Data
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/3
Growth of Standardized Sources
Contributing Factors:
Multitude of information users having common information needs
When cost of satisfying individual user's need is prohibitive
The increasing use of scanner systems at the check out points
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/4
Audits and Surveys: National Market Audit
Bi-monthly audit focused on products irrespective of the
type of outlet carrying the product
Marketing Research 9th Edition Aaker, Kumar, Day
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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
Beginning inventory + deliveries – ending inventory = sales
Marketing Research 9th Edition Aaker, Kumar, Day
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Nielsen Retail Index
Nielsen’s auditing services cover four reporting groups:
Grocery products
Drugs
Other merchandise
Alcoholic beverages
Marketing Research 9th Edition Aaker, Kumar, Day
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Contents of a Nielsen Store Audit Report
Sales
Distribution
Selling prices
Retailer support
Media advertising
Special analyses
Marketing Research 9th Edition Aaker, Kumar, Day
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Consumer Purchase Panels
To 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
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/9
Advantages of Consumer Panels
Can provide information on aggregate sales activity, brand
shares, shifts in buyer characteristics and types of retail outlets
Knowledge of sequence of purchases makes it possible to
analyze:
Heavy buyers and their characteristics
Brand-switching rates and the extent of loyal buying
Cumulative market penetration and repeat purchase rates for new
products
Marketing Research 9th Edition Aaker, Kumar, Day
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Limitations of Consumer Panels
Selection Bias
Mortality Effect
Testing Effects
Marketing Research 9th Edition Aaker, Kumar, Day
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Scanner Services
Benefits of Scanner-Based Audit Services:
High degree of accuracy
Time saving
Ability to study very short time periods of sales activity
Marketing Research 9th Edition Aaker, Kumar, Day
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Scanner Services (cont.)
Weekly results from scanner service
Marketing Research 9th Edition Aaker, Kumar, Day
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Weekly results from scanner service
Scanner Services (cont.)
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Applying Scanner Data
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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
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/16
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
Marketing Research 9th Edition Aaker, Kumar, Day
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Process of Scanner Data Collection by IRI
IRI
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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
Marketing Research 9th Edition Aaker, Kumar, Day
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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
Marketing Research 9th Edition Aaker, Kumar, Day
http://www.drvkumar.com/mr9/20
Media Related Standardized Sources
Nielsen Television Index (NTI)
National T.V. audiences
Arbitron Diary Panel
Both regional and national radio and TV panels
Starch Scores
Print media
Multi Media Services
Magazine, TV, newspaper, radio (Simmons Service)
Marketing Research 9th Edition Aaker, Kumar, Day
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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
Cost of a commercial
Number of target audience deliveredCPM =
A Nielsen viewing diary
Marketing Research 9th Edition Aaker, Kumar, Day
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Media-related Standardized Sources (cont.)
Mechanics No wire connections Wired directly to TV and VCR tuners
Research Methods
Data retrieved by reading UTCP codes
Telephone connections used to return data
Method of Data Collection
User logs in/out before and after watching TV
User punches numerical code into data-entry device
Reputation Media measurement business serving the radio industry
Foremost in TV ratings
SMART PEOPLE METER
Marketing Research 9th Edition Aaker, Kumar, Day
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Applications of Standardized Data Sources
Measuring Ad Exposure and Effectiveness
1. Starch scores
2. NTI
3. Arbitron
4. Multimedia services
Measuring Promotion Effectiveness
1. Scanner data
2. Diary Panels
Estimation and Evaluation of Models
1. Scanner data
2. Starch scores
3. Diary panels
4. Internal records
Measuring Product Sales and Market Share
1. Diary panels
2. Retail audits
3. Scanner data
4. Internal records
5. NAICS
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