1. Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides

2. Standardized Sources of Marketing Data
Chapter Six
Standardized Sources of Marketing Data
Advertising
data
Sales data
Surveys
Marketing
Marketing Research 9th Edition
Aaker, Kumar, Day

3. Growth of Standardized Sources
Contributing Factors:
Multitude of information users having common information needs
When cost of satisfying individual user's need is prohibitive
The increasing use of scanner systems at the check out points
Marketing Research 9th Edition
Aaker, Kumar, Day

4. Audits and Surveys: National Market Audit
Bi-monthly audit focused on products irrespective of the type of outlet carrying the product
Marketing Research 9th Edition
Aaker, Kumar, Day

5. Retail Store Audits
Every two months a team of auditors from a research firm visits a sample of stores to count the inventory on hand and record deliveries to the store since the last visit
Beginning inventory + deliveries – ending inventory = sales
Marketing Research 9th Edition
Aaker, Kumar, Day

6. Nielsen Retail Index
Nielsen’s auditing services cover four reporting groups:
Grocery products
Drugs
Other merchandise
Alcoholic beverages
Marketing Research 9th Edition
Aaker, Kumar, Day

7. Contents of a Nielsen Store Audit Report
Sales
Distribution
Selling prices
Retailer support
Media advertising
Special analyses
Marketing Research 9th Edition
Aaker, Kumar, Day

8. Consumer Purchase Panels
To cover the gap between store audits/warehouse withdrawal services and actual purchases, two methods of data collection are used:
Home Audit Approach
Panel member agrees to permit an auditor to check the household stocks
of certain product categories at regular intervals
Mail Diary Method
Panel member records the details of each purchase and returns the
diary by mail at regular intervals
Marketing Research 9th Edition
Aaker, Kumar, Day

9. Advantages of Consumer Panels
Can provide information on aggregate sales activity, brand shares, shifts in buyer characteristics and types of retail outlets
Knowledge of sequence of purchases makes it possible to analyze:
Heavy buyers and their characteristics
Brand-switching rates and the extent of loyal buying
Cumulative market penetration and repeat purchase rates for new products
Marketing Research 9th Edition
Aaker, Kumar, Day

10. Limitations of Consumer Panels
Selection Bias
Mortality Effect
Testing Effects
Marketing Research 9th Edition
Aaker, Kumar, Day

11. Scanner Services Benefits of Scanner-Based Audit Services:
High degree of accuracy
Time saving
Ability to study very short time periods of sales activity
Marketing Research 9th Edition
Aaker, Kumar, Day

12. Scanner Services (cont.)
Weekly results from scanner service
Marketing Research 9th Edition
Aaker, Kumar, Day

13. Scanner Services (cont.)
Weekly results from scanner service
Marketing Research 9th Edition
Aaker, Kumar, Day

14. Applying Scanner Data Marketing Research 9th Edition Aaker, Kumar, Day

15. RFID
Radio Frequency Identification Technology may replace the bar codes.
Utilizes a tiny silicon chip to store information; a small transmitter then sends this information to a scanner.
Advantages over UPC:
The ability to store more information
The ability to change the information on the tag
The ability to transmit all the information on the chip to a scanner without clear line of sight
Marketing Research 9th Edition
Aaker, Kumar, Day

16. Single-source Systems
Usually set up in self-contained communities with their own newspapers and cable TV and are roughly representative of the demographics of the country
A test panel of community households is recruited and monitored for recording exposure to programming and specific commercials
Each member is provided an identification card for presenting at scanner-equipped stores
Marketing Research 9th Edition
Aaker, Kumar, Day

17. Process of Scanner Data Collection by IRI
Marketing Research 9th Edition
Aaker, Kumar, Day

18. Advantages and Disadvantages of Single Source Systems
Availability of extensive pre-test records
Immediate availability of test results
Ability to compare purchases of households prior to and after exposure to the message
Ability to control settings
Disadvantages
Can track purchases only at stores equipped with scanners
No information on whether viewers actually watch or just leave the TV on
Chance of biased results
Marketing Research 9th Edition
Aaker, Kumar, Day

19. Expert Systems Based on Single-source Services
Since users of scanner data are flooded with massive amounts of data, expert systems are used to help the users understand the data quickly
Examples of Expert Systems Are:
Information Resources, Inc.
Apollo Space Management Software
Cover Story
Sales Partner
A. C. Nielsen
Promotion Stimulator
Spotlight
Sales Advisor
Marketing Research 9th Edition
Aaker, Kumar, Day

20. Media Related Standardized Sources
Nielsen Television Index (NTI)
National T.V. audiences
Arbitron Diary Panel
Both regional and national radio and TV panels
Starch Scores
Print media
Multi Media Services
Magazine, TV, newspaper, radio (Simmons Service)
Marketing Research 9th Edition
Aaker, Kumar, Day

21. Nielsen Television Index (NTI)
Rating – Percent of all households that have at least one TV set turned to a program for at least 6 of every 15 minutes that the program is telecast
Share – Percent of households that have a TV set that is tuned to a specific program at a specific time
Cost of a commercial
Number of target audience delivered
CPM =
A Nielsen viewing diary
Marketing Research 9th Edition
Aaker, Kumar, Day

22. Media-related Standardized Sources (cont.)
SMART
PEOPLE METER
Mechanics
No wire connections
Wired directly to TV and VCR tuners
Research Methods
Data retrieved by reading UTCP codes
Telephone connections used to return data
Method of Data Collection
User logs in/out before and after watching TV
User punches numerical code into data-entry device
Reputation
Media measurement business serving the radio industry
Foremost in TV ratings
Marketing Research 9th Edition
Aaker, Kumar, Day

23. Applications of Standardized Data Sources
Measuring Ad Exposure and Effectiveness
Starch scores
NTI
Arbitron
Multimedia services
Measuring Promotion Effectiveness
Scanner data
Diary Panels
Estimation and Evaluation of Models
Diary panels
Internal records
Measuring Product Sales and Market Share
Retail audits
NAICS
Marketing Research 9th Edition
Aaker, Kumar, Day