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

2. Marketing Research in Practice
Chapter Two
Marketing Research in Practice
Marketing Research, 9th Edition
Aaker, Kumar, Day

3. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

4. 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, 9th Edition
Aaker, Kumar, Day

5. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

6. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

7. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

8. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

9. Characteristics of MDSS
Interactive
Flexible
Discovery oriented
User friendly
Marketing Research, 9th Edition
Aaker, Kumar, Day

10. M S D M S D Components of MDSS Database Reports and Displays
Analysis capabilities
Models M S D M S D
Marketing Research, 9th Edition
Aaker, Kumar, Day

11. Components of a MDSS Manager Modeling Display Analysis Database
Environment
Marketing Research, 9th Edition
Aaker, Kumar, Day

12. Comparison of Brand Performance with Industry Trend
Marketing Research, 9th Edition
Aaker, Kumar, Day

13. Gaining Insights from a MDSS
Regional Market Share Changes – Alpha and Beta
Change in Beta’s
Marketing Research, 9th Edition
Aaker, Kumar, Day

14. Gaining Insights from a MDSS ( cont.)
Regional Market Share Changes – Alpha and Delta
Marketing Research, 9th Edition
Aaker, Kumar, Day

15. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

16. Information Suppliers and Services
Marketing Research, 9th Edition
Aaker, Kumar, Day

17. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

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

19. 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)
Marketing Research, 9th Edition
Aaker, Kumar, Day

20. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

21. 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
Marketing Research, 9th Edition
Aaker, Kumar, Day

22. International Market Research Industry
Percentage of Worldwide Market Research Expenditure Per Country
United States 29%
Japan %
Western Europe 41%
Rest of World %
Marketing Research, 9th Edition
Aaker, Kumar, Day

23. Career Opportunities in Marketing Research
Marketing Research Analyst
Marketing Information Manager
Project Manager
Director of Market Research
Research Account Manager
Research Analyst
Methodologist
Marketing Research, 9th Edition
Aaker, Kumar, Day