1. Nature and Scope of Marketing Research
Aaker, Kumar, Day
9th Edition
Presentation Slides

2. Business Intelligence Areas
Financial
Management
Marketing
Accounting …
Marketing Research
Customer Relationship Marketing/Database Marketing
Primary sources
Secondary sources
Standardized Sources
Prospects
Customers
Competition
Products/Markets

3. Market Intelligence VS Marketing Intelligence Marketing Intelligence
The process of acquiring and analyzing information in order to understand the market (existing and potential customers); to determine the current and future needs and preferences, attitudes and behavior of the market; and to access exchanges in the business environment that may affect the size and nature of the market in the future
Market Intelligence
The ability to fully understand, analyze and assess the internal and external environment related to a company’s customers, competitors, markets and industry to enhance the decision making-process. This would require the integration of competitive intelligence, marketing research, market analysis, and business and financial analysis information.
Marketing Intelligence

4. Why do we need Marketing Intelligence?
Customer Satisfaction
Competitiveness
Business Achievement
Uncertainty

5. Domains of Marketing Intelligence
Product decisions
Customer segmentation decisions
Brand and pricing decisions
Keeping stakeholders happy
Market estimation, competitive benchmarking, and distribution

6. Marketing Planning Process
Situation Analysis
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Define the business scope and served market segments
Establish competitive advantages
Set performance objectives
Strategy Development
Marketing Program Development
Product and channel decisions
Communication decisions
Pricing
Personal selling decision
Implementation
Performance monitoring
Refining strategies and program
Control and Monitoring

7. Factors influencing Marketing Research Decision
Relevance
Type and nature of information sought
Timing
Availability of resources
Cost-Benefit analysis

8. Marketing Research Goal Programmatic Research
To develop marketing options through:
Market segmentation
Market opportunities analysis
Consumer attitude
Product usage studies
Selective Research
To test different decision alternative:
New product concept testing
Advertising copy testing
Pretest marketing
Test marketing
Evaluative Research
To evaluate performance of program:
Tracking advertising recall
Cooperate and brand image studies
Measuring customer satisfaction

9. Decision Support Systems Intelligence for future strategies
Information System
Decision Support Systems
Decision Making
Day-to-day
Intelligence for future strategies
Research studies

10. Standardized Services Branded Product Services
Information Sources
Information Supplier
Internal Supplier
External Supplier
Accountant Report
Customized Services
Fiscal Report
Syndicated Services …
Standardized Services
Go to
Field Services
If there is no systematic, it’s take a lot of time to find needed information to make a decision.
Selective Services
Branded Product Services

11. The Marketing Research Process
Marketing Planning and Information System
Agree on Research Process
Establish Research Objectives
Problems or Opportunities
Decision alternatives
Research users
Research questions
Hypotheses
Boundaries if study
Planning
Estimate the value of information No
Yes
Choose among alternative research approaches
Specify the sampling plan
Design the Experiment
Design the questionnaires
Design
Design the research
Collect the data
Implementation
Prepare and analyze the data
Report the research results and provide strategic recommendations
Control and Monitoring

12. Research Design Exploratory Descriptive Casual Research Types
To seek insights into the general nature of a problem, the possible decision alternatives, and relevant variables that need to be considered
Exploratory
Descriptive
To provide an accurate snapshot of some aspect of the market environment
Casual
To show that one variable causes or determines the values of other variable
Research Types
Choice of
Data Collection
2nd data
Qualitative or Quantitative
Surveys
Experiments
Research Tactics
Data Collection and Analysis
Compare Cost & Timing Estimates

13. Content of Proposal Executive summary Research purpose and objective
Research design
Time and cost estimates
Appendixes

14. Qualitative Analysis More flexible, Depth, Richness of Context,
To obtain a basic feel for the problem before
proceeding to the more analytical portion of the study
To find out what is in a consumer’s mind and
perspective
To know more about things that cannot be directly
observed and measurement such as feeling, thoughts,
intentions, behavior
To get insight into the reality of the consumer perspective
and to suggest hypotheses for further research
More flexible, Depth, Richness of Context,
Potential for new insights and perspective

15. Individual In-Dept Interviews Focus-group Discussions
Qualitative Analysis
Individual In-Dept Interviews
To interview face-to-face with the respondent
Focus-group Discussions
To obtain possible ideas or solutions to a marketing problem from a group of respondents by discussing it
Projective Techniques
Observation
To provide information on current behavior

16. Focus-group Types
Exploratory Focus Group – defining the problem precisely
Clinical Focus Group – scientific endeavor
Experiencing Focus Group - emotional framework
+ More stimulation, Make new ideas, Meaningful comments
more likely
- Non representative of population, Unclear, Fallowing group

17. Projective Techniques
Focus-group
Projective Techniques
Word association
Completion tests
Picture interpretation
Third-person technique
Role playing
Case studies