Transcript Marketing Research

Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter One
A Decision-Making
Perspective On Marketing
Research
Marketing Research
Function of Marketing Research is to link
an organization to its market through
information
Identify and define marketing opportunity
and problems
Generate, redefine and evaluate marketing
actions
Monitor marketing performance
Improve understanding of marketing as a
process
Marketing Research 7th Edition
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Aaker, Kumar, Day
Role of Market Research
Specifies information required
Designs method for collecting
information
Manages and implements data
collection process
Interprets results & communicates
findings
Marketing Research 7th Edition
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Aaker, Kumar, Day
Marketing Information
System
A continuing and interacting structure of people,
equipment and procedures designed to gather,
sort, analyze, evaluate, and distribute pertinent,
timely and accurate information to marketing
decision making
MIS Uses 3 Types of Information

Recurring market and accounting data from market
analysis and accounting activities

Intelligence relevant to future strategy of business

Marketing research studies not of a recurring nature
Marketing Research 7th Edition
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Aaker, Kumar, Day
Role of Marketing
Research in Managerial
Decision Making
Four Stages of Market Planning
Process

Situation analysis

Strategy development

Marketing program development

Implementation
Marketing Research 7th Edition
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Aaker, Kumar, Day
Situation Analysis
Analysis of

Market environment

Market characteristics

Consumer behavior
Research Approaches

Organize information obtained from prior
studies (secondary)

Focus groups
Marketing Research 7th Edition
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Aaker, Kumar, Day
Strategy Development
Market Research Provides Information
to Assist Management With Three
Critical Decisions

What business should we be in?

How will we compete?

What are the objectives for the business?
Marketing Research 7th Edition
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Aaker, Kumar, Day
Marketing Program
Development
Programs embrace specific tasks
Action program usually focuses on a
single objective in support of one
element of overall business strategy
Marketing Research 7th Edition
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Aaker, Kumar, Day
Implementation
Starts with decision to proceed to a new
program or strategy
Commitment to objectives, budgets and
timetables
Specific measurable objectives must be set
for all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be
continued, discontinued, revised or
expanded?"
Marketing Research 7th Edition
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Aaker, Kumar, Day
Factors Influencing Marketing
Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis
Marketing Research 7th Edition
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Aaker, Kumar, Day
Ethics in Marketing
Research
Ethics of the Sponsor

Overt and covert purposes

Dishonesty in dealing with suppliers

Misuse of research information
Ethics of the Supplier

Violating client confidentiality

Improper execution of research
Respondents Abuse

Falsifying answers
Marketing Research 7th Edition
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Aaker, Kumar, Day
A Push to Probe Buying Habits
in Latino Homes
Hispanics account for nearly 12% of the
U.S. population.
Research shows that Latino households
outspend general market households in
many product categories
In 1998 only 2% of total advertising
dollars in the United States was focused
on Latinos.
Who can tell me what the problem is?
Marketing Research 7th Edition
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Aaker, Kumar, Day
Minute Maid Quits Trying to
Free OJ
Minute Maid attempted to market orange
juice as more than a breakfast drink.
They failed in their attempt, but
succeeded in re-discovering their original
market.
With a renewed emphasis on marketing
orange juice as a breakfast drink, sales
have steadily risen.
Who thinks they were right to try.
Marketing Research 7th Edition
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Aaker, Kumar, Day
Future Grocery Store: It’s Smaller and
a Big Challenge for Brand Marketers
Agentry Marketing:

Retailer becomes agent for the consumer,
creating a more efficient and personal
shopping experience.
Moment of Value Store:
Smaller: 10,000 sq ft. compared to 60,000
sq ft.
 Carries only 5,000 SKU’s compared to
20,000 SKU’s.

Marketing Research 7th Edition
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Aaker, Kumar, Day
Future Grocery Store: It’s Smaller and
a Big Challenge for Brand Marketers
Factors of selling through agentry marketing:
 Store manager will become a central
merchandising influence.
 Products in stock to be determined by customer
preferences.
 Each store will focus more closely on
neighborhood preferences.
 More opportunities for co-branding.
Are Moment of Value stores better than
supermarket giants of today, what do you
think?
Marketing Research 7th Edition
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Aaker, Kumar, Day
Situation
Analysis
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Strategy
Development
Define the business scope and served market
segments
Establish competitive advantages
Set performance objectives.
Marketing
Program
Development
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Implementation
Performance monitoring
Refining strategies and program
Marketing Research 7th Edition
©
Aaker, Kumar, Day