Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day and Leone
Tenth Edition
Instructor’s Presentation Slides
2
Chapter Two
Marketing Research in
Practice
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Marketing Research in Practice
Programmatic
Research
• Develops market options through market
segmentation, market opportunity analysis, or
consumer attitude and product usage studies
Selective
Research
• Tests different decision alternatives such as
new product concept testing, advertising copy
testing, pretest marketing, and test marketing
Evaluative
Research
• Evaluation of performance of programs
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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 decision makers.
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Databases
Contain 3 types of information:
• Recurring day-to-day information
• Intelligence relevant to the future strategy of the business
• Research studies that are not of a recurring nature
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Decision Support Systems (DSS)
• DSS models are developed and adapted to support each
firm’s own decision problems
• Used to retrieve data, transform it into usable information,
and disseminate it to users
• Allow managers to interact directly with database
• Provides a modeling function to help interpret retrieved
information
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Marketing Decision Support Systems
• Combines marketing data
from diverse sources into
a single database,
enabling product
managers, sales planners,
market researchers,
financial analysts, and
production schedulers to
share information
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Marketing Decision Support Systems (Cont.)
Managers’ need for decision-relevant information:
Routine comparisons of
current performance
against past trends on
each of the key measures
of effectiveness
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Periodic exception
reports to assess which
sales territories or
accounts have not
matched previous years’
purchases
Special analyses to
evaluate the sales impact
of particular marketing
programs, and to predict
what would happen if
changes were made
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Characteristics of MDSS
Interactive
Flexible
Discovery oriented
User friendly
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Components of MDSS
Database
Reports and Displays
Analysis capabilities
Models
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Components of MDSS (Contd.)
Manager
Modeling
Display
Analysis
Database
Environment
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Comparison of Brand Performance with Industry Trend
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Gaining Insights from a MDSS
Regional Market Share Changes –
Alpha and Beta
Regional Market Share Changes –
Alpha and Delta
Change in Beta’s
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Participants in Marketing Research Activities
Information Users
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
Information Suppliers:
Inside the Company
Information Suppliers:
Outside the Company
• Marketing research department
• Research consultants
• Sales analysis group
• Marketing research suppliers
• Accounting department
• Advertising agencies
• Corporate strategic planning
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Information Suppliers and Services
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Factors Influencing Choice of Information Supplier
Internal personnel may not have skills or experience
Outside help may be called in to boost internal capacity in response to
urgent deadlines
It may be cheaper to go outside
Outside suppliers may have special facilities or competencies which
would be costly to duplicate for a single study
Political considerations
Increased credibility of research used in litigation or in proceedings
before regulatory or legislative bodies
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Growth in Research Spending in United States
Source: Jack Honomichl, “Top 50 Report,” Marketing News, June 30, 2009: 13
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Type and Nature of Services
Customized Services
▫ Work with individual clients
Syndicated Services
▫ Routinely collect information on several different issues
and provide it to firms that subscribe to their services
(e.g., Nielsen television index)
Standardized Services
▫ Projects conducted in standard, pre-specified manner
and supplied to several different clients. (e.g., Starch
readership survey)
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Type and Nature of Services (Contd.)
Field Services
▫ Suppliers concentrate only on collecting data for research
projects
Selective Services
▫ Specialize in just one or two aspects of marketing research,
mainly concerning data coding, data editing or data analysis
Branded Products Services
▫ Specialized data collection and analyses procedures to address
specific research problems that are marketed as branded
products
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Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver
promised data, advice, or conclusions:
A thorough search for companies with an expertise in the
area of study
Selection of a small number of bidders on the basis of
recommendations of colleagues or others with similar needs
Personal interviews with potential project leaders, asking
for examples of previous work, their procedures for working
with clients, and ability to provide references
Check of the references of each potential supplier, with
special attention to comments on expertise, creativity, and
the quality and adequacy of resources available
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International Market Research Industry
Percentage of Worldwide Market Research
Expenditure Per Country
United States
60%
United Kingdom
18%
Japan
Rest of World
3%
19%
Source: Jack Honomichl, “Top firms consolidated grip on industry,” Marketing News, August 15, 2008: H2
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Career Opportunities in Marketing Research
• Marketing Research Analyst
• Marketing Information Manager
• Project Manager
• Director of Market Research
• Research Account Manager
• Research Analyst
• Methodologist
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