Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides http://www.drvkumar.com/mr9/

Marketing Research in Practice Chapter Two Marketing Research in Practice http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th 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. http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Characteristics of MDSS Interactive Flexible Discovery oriented User friendly http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

M S D M S D Components of MDSS Database Reports and Displays Analysis capabilities Models M S D M S D http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Components of a MDSS Manager Modeling Display Analysis Database Environment http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Comparison of Brand Performance with Industry Trend http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Gaining Insights from a MDSS Regional Market Share Changes – Alpha and Beta Change in Beta’s http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Gaining Insights from a MDSS ( cont.) Regional Market Share Changes – Alpha and Delta http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 Sales analysis group Accounting department Corporate strategic planning Research consultants Marketing research suppliers Advertising agencies http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Information Suppliers and Services http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Growth in Research Spending in United States Source: Jack Honomichl, “Top 50 U.S. Market Research Firms,” Marketing News, June 15, 2005: H3 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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) http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Type and Nature of Services (Cont.) 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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

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 http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

International Market Research Industry Percentage of Worldwide Market Research Expenditure Per Country United States 29% Japan 4.1% Western Europe 41% Rest of World 25.9% http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day

Career Opportunities in Marketing Research Marketing Research Analyst Marketing Information Manager Project Manager Director of Market Research Research Account Manager Research Analyst Methodologist http://www.drvkumar.com/mr9/ Marketing Research, 9th Edition Aaker, Kumar, Day