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

2. A Decision-Making Perspective On Marketing Research
Chapter One
A Decision-Making Perspective On Marketing Research

3. Marketing Research
Function of Marketing Research is to link an organization to its market through information
Identify and define marketing opportunity and problems
Generate, redefine and evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing as a process
Aaker, Kumar, Day
Marketing Research 7th Edition

4. Role of Market Research
Specifies information required
Designs method for collecting information
Manages and implements data collection process
Interprets results & communicates findings
Aaker, Kumar, Day
Marketing Research 7th Edition

5. Marketing 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 marketing decision making
MIS Uses 3 Types of Information
Recurring market and accounting data from market analysis and accounting activities
Intelligence relevant to future strategy of business
Marketing research studies not of a recurring nature
Aaker, Kumar, Day
Marketing Research 7th Edition

6. Role of Marketing Research in Managerial Decision Making
Four Stages of Market Planning Process
Situation analysis
Strategy development
Marketing program development
Implementation
Aaker, Kumar, Day
Marketing Research 7th Edition

7. Situation Analysis Analysis of Research Approaches Market environment
Market characteristics
Consumer behavior
Research Approaches
Organize information obtained from prior studies (secondary)
Focus groups
Aaker, Kumar, Day
Marketing Research 7th Edition

8. Strategy Development
Market Research Provides Information to Assist Management With Three Critical Decisions
What business should we be in?
How will we compete?
What are the objectives for the business?
Aaker, Kumar, Day
Marketing Research 7th Edition

9. Marketing Program Development
Programs embrace specific tasks
Action program usually focuses on a single objective in support of one element of overall business strategy
Aaker, Kumar, Day
Marketing Research 7th Edition

10. Implementation
Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued, discontinued, revised or expanded?"
Aaker, Kumar, Day
Marketing Research 7th Edition

11. Factors Influencing Marketing Research Decisions
Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis
Aaker, Kumar, Day
Marketing Research 7th Edition

12. Ethics in Marketing Research
Ethics of the Sponsor
Overt and covert purposes
Dishonesty in dealing with suppliers
Misuse of research information
Ethics of the Supplier
Violating client confidentiality
Improper execution of research
Respondents Abuse
Falsifying answers
Aaker, Kumar, Day
Marketing Research 7th Edition

13. A Push to Probe Buying Habits in Latino Homes
Hispanics account for nearly 12% of the U.S. population.
Research shows that Latino households outspend general market households in many product categories
In 1998 only 2% of total advertising dollars in the United States was focused on Latinos.
Who can tell me what the problem is?
Aaker, Kumar, Day
Marketing Research 7th Edition

14. Minute Maid Quits Trying to Free OJ
Minute Maid attempted to market orange juice as more than a breakfast drink.
They failed in their attempt, but succeeded in re-discovering their original market.
With a renewed emphasis on marketing orange juice as a breakfast drink, sales have steadily risen.
Who thinks they were right to try.
Aaker, Kumar, Day
Marketing Research 7th Edition

15. Future Grocery Store: It’s Smaller and a Big Challenge for Brand Marketers
Agentry Marketing:
Retailer becomes agent for the consumer, creating a more efficient and personal shopping experience.
Moment of Value Store:
Smaller: 10,000 sq ft. compared to 60,000 sq ft.
Carries only 5,000 SKU’s compared to 20,000 SKU’s.
Aaker, Kumar, Day
Marketing Research 7th Edition

16. Future Grocery Store: It’s Smaller and a Big Challenge for Brand Marketers
Factors of selling through agentry marketing:
Store manager will become a central merchandising influence.
Products in stock to be determined by customer preferences.
Each store will focus more closely on neighborhood preferences.
More opportunities for co-branding.
Are Moment of Value stores better than supermarket giants of today, what do you think?
Aaker, Kumar, Day
Marketing Research 7th Edition

17. Situation Analysis Strategy Development Marketing Program Development
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Situation
Analysis
Define the business scope and served market segments
Establish competitive advantages
Set performance objectives.
Strategy
Development
Marketing
Program
Development
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Implementation
Performance monitoring
Refining strategies and program
Aaker, Kumar, Day
Marketing Research 7th Edition