Transcript Marketing Research

1
Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
2
Chapter Twenty-four
Traditional Applications of Marketing
Intelligence
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
3
Phases in New Product Research
Concept Generation
Need Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
4
Concept Generation
Need Identification
Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
5
Concept Generation (Contd.)
Concept Identification
Are there any major flaws in the concept?
What consumer segments might be attracted to it?
Is there enough interest to warrant developing it further?
How might it be altered or developed further?
How are the concepts exposed?
To whom are the concepts exposed?
To what are they compared?
What questions are asked?
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
6
Product Evaluation And Development
• Use Testing
▫ Virtual Product Testing
▫ Blind use test
• Predicting Trial Purchase
• Pre-test Marketing
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
7
Pretest Marketing Example
The ASSESSOR Laboratory Test Market Research Design and Measurement
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
8
Test Marketing
• Sell-in test markets
• Controlled Distribution Scanner Markets (CDSM)
Selecting the test cities
▫ Representativeness
▫ Data availability
▫ Media isolation and costs
▫ Product flow
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
9
Really New Products
• Create or expand a new category, thereby making cross-category
competition the key (e.g., fruit teas versus soft drinks)
• Are new to customers, for whom substantial learning is often required
(i.e., what it can be used for, what it competes with, why it is useful)
• Raise broad issues such as appropriate channels of distribution and
organizational responsibility
• Create (sometimes) a need for infrastructure, software, and add-ons
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
10
Pricing Research
• Gabor and Grainger method
• Multi-brand choice method
• Research for Profit-oriented Pricing
• Research for Share-oriented Pricing
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
11
Pricing Research (Contd.)
• The pricing pattern that is adopted for increasing market share is to:
▫ Offer a lower price (even below cost) when entering the market.
▫ Hold that price constant until unit costs produce a desired percentage
markup.
▫ Reduce price as costs fall to maintain markup at the same desired
percentage of costs.
• The types of information required for this pricing method are
▫ The nature of the experience curve.
▫ Breakeven points.
▫ Cost of units sold to additional market segments.
▫ Competitor costs.
▫ Forecast of the ‘‘decline’’ stage of the product life cycle.
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
12
Distribution Research
Warehouse and Retail Location Research
• Center-of-gravity Simulation
• Computerized Simulation Models
• Catchment Area Analysis
• Outlet Location Research
Center-of-gravity warehouse
location to serve five retail
stores.
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
13
Distribution Research (Contd.)
Number and Location of Sales Representatives
• Sales effort approach
• Statistical analysis of sales data
• Field experiments
• Computerized models of sales force size and allocation by market
and by product line
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
14
Advertising Research
Criteria
• Recognition
• Recall
▫ Day-After Recall (DAR) measure – on-air test
• Persuasion
▫ Forced exposure, brand preference change test
▫ Clutter/awareness score
▫ Attitude-shift measure
• Impact on purchase behavior
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
15
Advertising Research (Contd.)
• Sample diagnostic questions:
▫ Comprehension of message or slogan
▫ Communication of secondary copy ideas
▫ Evaluation of demonstrations, spokesperson, message
▫ Perception of brand uniqueness or brand differentiation
▫ Irritating or confusing elements
▫ Viewer involvement
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
16
Advertising Research (Contd.)
Purchase Behavior
• Coupon stimulated purchasing
• Split-cable tests
Copy Test Validity
•
•
•
•
•
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
17
Advertising Research (Contd.)
Media Research
• Measuring print vehicle audiences
▫ Recent-reading method
▫ Reading-habit method
• Measuring broadcast vehicles audiences
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
18
Sales Promotion Research
Promotional Tools
• Price Discounts
• Features
• Displays
• Coupons / Rebates
• Sweepstakes
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
19
Sales Promotion Research (Contd.)
Promotional Strategy
• Hi-lo
• Every Day Low Price (EDLP)
A schematic framework of the major types of sales promotion.
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition
20
Sales Promotion Research (Contd.)
Specific Sales Promotional Tools
http://www.drvkumar.com/mr10/
Marketing Research 10th Edition