Marketing Research Aaker, Kumar, Leone and Day Eleventh Edition Instructor’s Presentation Slides

Marketing Research in Practice Chapter Two Marketing Research in Practice http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Marketing Research in Practice Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies Programmatic Research Tests different decision alternatives such as new product concept testing, advertising copy testing, pretest marketing, and test marketing Selective Research Evaluation of performance of programs Evaluative Research http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

Characteristics of MDSS Interactive Flexible Discovery oriented User friendly http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Analysis capabilities Components of MDSS Database Reports and Displays Analysis capabilities Models http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Components of MDSS (Contd.) Manager Modeling Display Analysis Database Environment http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Comparison of Brand Performance with Industry Trend http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Gaining Insights from a MDSS http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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 Sales analysis group Accounting department Corporate strategic planning Research consultants Marketing research suppliers Advertising agencies http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Information Suppliers and Services http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Factors Influencing Choice of Information Supplier Lack of specialized skills or experience internally in that area Use outside help 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 may dictate use of a credible outside research specialist Research findings by an outside supplier is more credible especially in litigation or in proceedings before regulatory or legislative bodies. http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Growth in Research Spending in United States http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Type and Nature of Services Work with individual clients Customized Services Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index) Syndicated Services Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey) Standardized Services http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

Type and Nature of Services (Contd.) Work with individual clients Field Services Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index) Selective Services Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey) Branded Products Services http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

International Market Research Industry Percentage of Worldwide Market Research Expenditure Per Country United States 60% United Kingdom 18% Japan 3% Rest of World 19% Source: Jack Honomichl, “Top 25 Global Research Organization,” Marketing News, August 30, 20011:p.16 http://www.drvkumar.com/mr11/ Marketing Research 11th Edition

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/mr11/ Marketing Research 11th Edition

End of Chapter Two http://www.drvkumar.com/mr11/ Marketing Research 11th Edition