chapter 2 - marketing research
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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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
Chapter TwoChapter Two
Marketing Research in Marketing Research in
PracticePractice
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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.
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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 Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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 Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
Marketing Decision Support Marketing Decision Support Systems Cont..Systems Cont..
Characteristics of MDSS:Characteristics of MDSS: InteractiveInteractive FlexibleFlexible Discovery orientedDiscovery oriented User friendlyUser friendly
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
Marketing Decision Support Marketing Decision Support Systems Cont..Systems Cont..
Four components of MDSS:Four components of MDSS: DatabaseDatabase Reports and DisplaysReports and Displays Analysis capabilitiesAnalysis capabilities ModelsModels
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
Gaining Insight from a MDSSGaining Insight from a MDSS
Manager
Modeling
Analysis
Display
Database
Environment
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
Suppliers of InformationSuppliers of Information
Corporate or in-house marketing Corporate or in-house marketing research departmentresearch department
External suppliersExternal suppliers
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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)
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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%
Marketing Research 8th Edition Marketing Research 8th Edition Aaker,kumar, Day Aaker,kumar, Day
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