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 Six

Standardized Sources of

Marketing Data

Marketing Research 8th Edition

Aaker, Kumar, Day

Growth of Standardized Sources

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 8th Edition

Aaker, Kumar, Day

Audits and Surveys:

National Market Audit

Bi-monthly audit focused on products

irrespective of the outlet carrying the product

Marketing Research 8th Edition

Aaker, Kumar, Day

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 8th Edition

Aaker, Kumar, Day

Nielsen Retail Index

Biggest research company in the world

Their auditing services cover four groups

Grocery products

Drugs

Mass merchandisers

Alcoholic beverages

Marketing Research 8th Edition

Aaker, Kumar, Day

Consumer Purchase Panels

To Cover the Gap Between Warehouse Withdrawal

Audits and Actual Purchases Following Methods Can

Be 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 8th Edition

Aaker, Kumar, Day

Advantages of Consumer Panels

Can Provide Information On:

Aggregate Sales Activity

Brand Shares

Shifts in Buyer Characteristics

Shifts in Retail Outlets

Marketing Research 8th Edition

Aaker, Kumar, Day

Limitations of Consumer Panels

Possibility of Selection Bias

Mortality Effect

Testing Effects

Marketing Research 8th Edition

Aaker, Kumar, Day

Scanner Services

Scanner-Based Audit Services

Benefits:

High degree of accuracy

Time saving

Ability to study very short time periods of

sales activity

Marketing Research 8th Edition

Aaker, Kumar, Day

RFID

A new technology that may replace the bar

codes. Utilizing a tiny silicon chip to store

information; a small transmitter would then send

this information to a scanner. RFID offers more

benefits than a UPC, such as:

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 8th Edition

Aaker, Kumar, Day

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

Marketing Research 8th Edition

Aaker, Kumar, Day

Advantages of Single Source Systems

Availability of exclusive pre-test records

Immediate availability of test results

Ability to compare households prior to and

after exposure to the message

Ability to control settings

Marketing Research 8th Edition

Aaker, Kumar, Day

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:

Apollo Space Management Software

Cover Story

Sales Partner

Promotion Stimulator

Spotlight

Marketing Research 8th Edition

Aaker, Kumar, Day

Media Related Standardized Sources

Nielsen Television Index (NTI)

A system for estimating national T.V. audiences

Arbitron Diary Panel

Both regional and national radio and TV panels

Starch Scores

Print media

Multi Media Services

Marketing Research 8th Edition

Aaker, Kumar, Day

Measurement Systems

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 as: Media measurement

business serving the

ratio industry

Foremost in TV ratings

SMART PEOPLE METER

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Decision Support Systems

A typical marketing manager receives some or all of following data:

Factory shipments or order

Syndicated aggregate (industry) data services

Sales reports from sales personnel

Consumer panel data

Scanner data

Demographic data

Internal cost and budget data

Purpose of MDSS is to combine marketing data from diverse sources into single database

Marketing Research 8th Edition

Aaker, Kumar, Day

Applications of Standardized Sources

of Data

Scanner data Starch scores

Diary panels NTI

Arbitron

Multimedia services

Measuring Promotion

Effectiveness

Measuring Ad Exposure

and Effectiveness

Marketing Research 8th Edition

Aaker, Kumar, Day

Applications of Standardized Sources

of Data (Cont.)

Diary panels Scanner data

Retail audits Starch scores

Scanner data Diary panels

Internal records Internal records

SIC

Measuring Product

Sales and Market Share

Estimation and

Evaluation of Models

Marketing Research 8th Edition

Aaker, Kumar, Day

Applications of Standardized

Sources of Data (Contd.)

Measuring product sales and market share

Measuring advertisement exposure and

effectiveness

Measuring promotion effectiveness

Estimation And evaluation of models