Transcript Marketing Research

Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter Two
Marketing Research in
Practice
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
testing, advertising copy testing, pre-test marketing, and
test marketing
Evaluative Research

Evaluation of performance of programs
Marketing Research 7th Edition
© Aaker, Kumar, Day
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.
Marketing Research 7th Edition
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Databases
Contain 3 types of information:
1st type: Recurring day-to-day
information
2nd type: Intelligence relevant to the
future strategy of the
business
3rd type: Research studies that are
not of a recurring nature
Marketing Research 7th Edition
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Decision Support
Systems (DSS)
DSS models are developed and adapted to
support each firms own decision problems
Used to retrieve data, transform it into usable
information, and disseminate it to users
Allow managers to interact directly with
database
To retrieve information
Provides a modeling function to help interpret
information retrieved
Marketing Research 7th Edition
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Use of Information
Systems (IS) in
Marketing Research
IS emphasizes that market research
should part of systematic and
continuous effort to improve decisionmaking process
Marketing research used to close gaps
in data bank revealed by use of models
and IS
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Marketing Decision
Support System
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’ needs for decision relevant
information:
Routine comparisons of current performance
against past trends on each of the key measures
of effectiveness
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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Marketing Decision
Support Systems Cont..
Characteristics of MDSS:
Interactive
Flexible
Discovery oriented
User friendly
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Marketing Decision
Support Systems Cont..
Four components of MDSS:
Database
Reports and Displays
Analysis capabilities
Models
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Gaining Insight from a MDSS
Manager
Modeling
Display
Analysis
Database
Environment
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Suppliers of Information
Corporate or in-house marketing
research department
External suppliers
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Participants in marketing research
activities
Information Users
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
Information Suppliers:
Inside Company
Information Suppliers:
Outside Company
• Marketing research department
• Research consultants
• Sales analysis group
• Marketing research suppliers
• Accounting department
• Advertising agencies
• Corporate strategic planning
Marketing Research 7th Edition
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Information suppliers and services
Information
Supplier
Corporate Inhouse Supplier
Structured
(Independent
Department
Customized
Services
External
Supplier
Unstructured (one
or more MR
employees)
Standardized
Services
Syndicated
Services
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Field
Services
Branded
Product/Services
Selective
Services
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Factors Influencing Choice
of Information Supplier
Internal personnel may not have skills
or experience
Outside help may be called to boost
internal capacity in response to urgent
deadline
Often it is cheaper to go outside
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Factors Influencing Choice
of Information Supplier
(Contd.)
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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Type and Nature of
Services
Customized

Work with individual clients
Syndicated

Routinely collect information on several different
issues and provide it to firms that subscribe to their
services (e.g.,Nielsen television index)
Standardized

Projects conducted in standard, prespecified manner
and supplied to several different clients. (e.g., Starch
readership surveys)
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Type and Nature of
Services (Contd.)
Field

Suppliers concentrate only on collecting data for
research projects
Selective

Specialize in just one or two aspects of marketing
research, mainly concerning data coding data,
editing or data analysis
Branded products / services

Develop specialized data collection and analyses
procedures to address specific of research
problems that they market as branded products
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Criteria For Selecting External
Suppliers
Steps in deciding if supplier can deliver promised data,
advice, or conclusions:
1.
2.
3.
4.
A thorough search for companies with an expertise in the
area of study
Selection of a small number of bidders on 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 they should provide references
Check of references on each potential supplier, with special
attention on expertise, creativity, and quality and adequacy of
resources available
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International Marketing
Research
Definition
International Marketing Research can be
defined as marketing research conducted to
aid in making decisions in more than one
country
Function
Provides a systematic, planned approach to
the research process
Ensures all aspects of the research project
are consistent with each other
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International Market
Research Industry
Percentage of Worldwide Market
Research Expenditure Per Country
United States
39%
Japan
10%
Western Europe
40%
Rest of World
11%
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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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