Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day and Leone
Ninth Edition
Instructor’s Presentation Slides
2
Chapter Six
Standardized Sources of
Marketing Data
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Sales
data
Marketing
data
Advertising
data
Surveys
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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
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Audits and Surveys: National Market Audit
• Bi-monthly audit focused on products irrespective of the type of
outlet carrying the product
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
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Deliveries
Closing
inventory
Sales
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Nielsen Retail Index
• Nielsen’s auditing services cover four reporting groups:
▫ Grocery products
▫ Drugs
▫ Other merchandise
▫ Alcoholic beverages
• Contents of a Nielsen Store Audit Report
▫ Sales
▫ Distribution
▫ Selling prices
▫ Retailer support
▫ Media advertising
▫ Special analyses
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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
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• 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
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Limitations
Advantages
Advantages & Limitations of Consumer Panels
• Selection Bias
• Mortality Effect
• Testing Effects
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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
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Scanner Services (cont.)
Weekly results from scanner service
Weekly results from scanner service
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
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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
IRI
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Subscriber
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Advantages and Disadvantages of
Single Source Systems
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• 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
Nielsen Television
• National T.V. audiences
Index (NTI)
Arbitron Diary
Panel
• Both regional and national radio
and TV panels
Starch Scores
• Print media
Multi Media
Services
• Magazine, TV, newspaper, radio
(Simmons Service)
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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
CPM 
Cost of a commercial
Number of target audience delivered
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Applications of Standardized Data Sources
Measuring Promotion Effectiveness
• Scanner Data
• Diary Panels
Measuring Ad Exposure & Effectiveness
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Starch Scores
NTI
Arbitron
Multimedia Services
Measuring Product Sales & Market Share
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Diary Panels
Retail Audits
Scanner Data
Internal Records
NAICS
Estimation & Evaluation of Models
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Scanner Data
Starch Scores
Diary Panels
Internal Records
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