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

2. Traditional Applications of Marketing Intelligence
Chapter Twenty-four
Traditional Applications of Marketing Intelligence
Marketing Research 9th Edition
Aaker, Kumar, Day

3. Phases in New Product Research
Concept Generation
Need Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program
Marketing Research 9th Edition
Aaker, Kumar, Day

4. Concept Generation Need Identification Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis
Marketing Research 9th Edition
Aaker, Kumar, Day

5. Concept Generation (contd.)
Concept Identification
Are there any major flaws in the concept?
What consumer segments might be attracted to it?
Is there enough interest to warrant developing it further?
How might it be altered or developed further?
How are the concepts exposed?
To whom are the concepts exposed?
To what are they compared?
What questions are asked?
Marketing Research 9th Edition
Aaker, Kumar, Day

6. Product Evaluation And Development
Use Testing
Virtual Product Testing
Blind use test
Predicting Trial Purchase
Pre-test Marketing
Marketing Research 9th Edition
Aaker, Kumar, Day

7. Pretest Marketing Example
The ASSESSOR Laboratory Test Market Research Design and Measurement
Marketing Research 9th Edition
Aaker, Kumar, Day

8. Test Marketing Selecting the test cities Sell-in test markets
Controlled Distribution Scanner Markets (CDSM)
Selecting the test cities
Representativeness
Data availability
Media isolation and costs
Product flow
Marketing Research 9th Edition
Aaker, Kumar, Day

9. Really New Products
Create or expand a new category, thereby making cross-category competition the key (e.g., fruit teas versus soft drinks)
Are new to customers, for whom substantial learning is often required (i.e., what it can be used for, what it competes with, why it is useful)
Raise broad issues such as appropriate channels of distribution and organizational responsibility
Create (sometimes) a need for infrastructure, software, and add-ons
Marketing Research 9th Edition
Aaker, Kumar, Day

10. Pricing Research Gabor and Grainger method Multi-brand choice method
Research for Profit-oriented Pricing
Research for Share-oriented Pricing
Marketing Research 9th Edition
Aaker, Kumar, Day

11. Pricing Research (contd.)
The pricing pattern that is adopted for increasing market share is to:
Offer a lower price (even below cost) when entering the market.
Hold that price constant until unit costs produce a desired percentage markup.
Reduce price as costs fall to maintain markup at the same desired percentage of costs.
The types of information required for this pricing method are
The nature of the experience curve.
Breakeven points.
Cost of units sold to additional market segments.
Competitor costs.
Forecast of the ‘‘decline’’ stage of the product life cycle.
Marketing Research 9th Edition
Aaker, Kumar, Day

12. Distribution Research
Warehouse and Retail Location Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis
Outlet Location Research
Center-of-gravity warehouse location to serve five retail stores.
Marketing Research 9th Edition
Aaker, Kumar, Day

13. Distribution Research (Contd.)
Number and Location of Sales Representatives
Sales effort approach
Statistical analysis of sales data
Field experiments
Computerized models of sales force size and allocation by market and by product line
Marketing Research 9th Edition
Aaker, Kumar, Day

14. Advertising Research Criteria Recognition Recall Persuasion
Day-After Recall (DAR) measure – on-air test
Persuasion
Forced exposure, brand preference change test
Clutter/awareness score
Attitude-shift measure
Impact on purchase behavior
Marketing Research 9th Edition
Aaker, Kumar, Day

15. Advertising Research (contd.)
Sample diagnostic questions:
Comprehension of message or slogan.
Communication of secondary copy ideas.
Evaluation of demonstrations, spokesperson, message.
Perception of brand uniqueness or brand differentiation.
Irritating or confusing elements.
Viewer involvement.
Marketing Research 9th Edition
Aaker, Kumar, Day

16. Advertising Research (Contd.)
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests
Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
Marketing Research 9th Edition
Aaker, Kumar, Day

17. Advertising Research (Contd.)
Media Research
Measuring print vehicle audiences
Recent-reading method
Reading-habit method
Measuring broadcast vehicles audiences
Marketing Research 9th Edition
Aaker, Kumar, Day

18. Sales Promotion Research
Promotional Tools
Price Discounts
Features
Displays
Coupons / Rebates
Sweepstakes
Marketing Research 9th Edition
Aaker, Kumar, Day

19. Sales Promotion Research (Contd.)
Promotional Strategy
Hi-lo
Every Day Low Price (EDLP)
A schematic framework of the major types of sales promotion.
Marketing Research 9th Edition
Aaker, Kumar, Day

20. Sales Promotion Research (Contd.)
Specific Sales Promotional Tools
Marketing Research 9th Edition
Aaker, Kumar, Day