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

2. Standardized Sources of Marketing Data
Chapter Six
Standardized Sources of Marketing Data

3. Growth of Standardized Sources
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 7th Edition
Aaker, Kumar, Day

4. Audits and Surveys: National Market Audit
Bi-monthly audit focused on products irrespective of the outlet carrying the product
Marketing Research 7th 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 7th Edition
Aaker, Kumar, Day

6. Nielsen Retail Index Biggest research company in the world
Their auditing services cover four groups
Grocery products
Drugs
Mass merchandisers
Alcoholic beverages
Marketing Research 7th Edition
Aaker, Kumar, Day

7. Consumer Purchase Panels
To Cover the Gap Between Warehouse Withdrawal Audits and Actual Purchases Following Methods Can Be 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 7th Edition
Aaker, Kumar, Day

8. Advantages of Consumer Panels
Can Provide Information On:
Aggregate Sales Activity
Brand Shares
Shifts in Buyer Characteristics
Shifts in Retail Outlets
Marketing Research 7th Edition
Aaker, Kumar, Day

9. Limitations of Consumer Panels
Possibility of Selection Bias
Mortality Effect
Testing Effects
Marketing Research 7th Edition
Aaker, Kumar, Day

10. Scanner Services Scanner-Based Audit Services Benefits:
High degree of accuracy
Time saving
Ability to study very short time periods of sales activity
Marketing Research 7th Edition
Aaker, Kumar, Day

11. RFID
A new technology that may replace the bar codes. Utilizing a tiny silicon chip to store information; a small transmitter would then send this information to a scanner. RFID offers more benefits than a UPC, such as:
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 7th Edition
Aaker, Kumar, Day

12. 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
Marketing Research 7th Edition
Aaker, Kumar, Day

13. Advantages of Single Source Systems
Availability of exclusive pre-test records
Immediate availability of test results
Ability to compare households prior to and after exposure to the message
Ability to control settings
Marketing Research 7th Edition
Aaker, Kumar, Day

14. 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:
Apollo Space Management Software
Cover Story
Sales Partner
Promotion Stimulator
Spotlight
Marketing Research 7th Edition
Aaker, Kumar, Day

15. Media Related Standardized Sources
Nielsen Television Index (NTI)
A system for estimating national T.V. audiences
Arbitron Diary Panel
Both regional and national radio and TV panels
Starch Scores
Print media
Multi Media Services
Marketing Research 7th Edition
Aaker, Kumar, Day

16. Measurement Systems 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 as:
Media measurement business serving the ratio industry
Foremost in TV ratings
Marketing Research 7th Edition
Aaker, Kumar, Day

17. Marketing Decision Support Systems
A typical marketing manager receives some or all of following data:
Factory shipments or order
Syndicated aggregate (industry) data services
Sales reports from sales personnel
Consumer panel data
Scanner data
Demographic data
Internal cost and budget data
Purpose of MDSS is to combine marketing data from diverse sources into single database
Marketing Research 7th Edition
Aaker, Kumar, Day

18. Applications of Standardized Sources of Data
Measuring Promotion Effectiveness
Measuring Ad Exposure and Effectiveness
Scanner data
Starch scores
Diary panels
NTI
Arbitron
Multimedia services
Marketing Research 7th Edition
Aaker, Kumar, Day

19. Applications of Standardized Sources of Data (Cont.)
Measuring Product Sales and Market Share
Estimation and Evaluation of Models
Diary panels
Scanner data
Retail audits
Starch scores
Internal records
SIC
Marketing Research 7th Edition
Aaker, Kumar, Day

20. Applications of Standardized Sources of Data (Contd.)
Measuring product sales and market share
Measuring advertisement exposure and effectiveness
Measuring promotion effectiveness
Estimation And evaluation of models
Marketing Research 7th Edition
Aaker, Kumar, Day