Chapter 6 - Marketing Research

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

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides


Chapter SixChapter Six

Standardized Sources of Standardized Sources of Marketing DataMarketing Data


Growth of Standardized SourcesGrowth of Standardized Sources

FactorsFactors Multitude of information users having common Multitude of information users having common

information needsinformation needs

When cost of satisfying individual user's need is When cost of satisfying individual user's need is prohibitiveprohibitive

The increasing use of scanner systems at the check The increasing use of scanner systems at the check out pointsout points


Audits and Surveys: Audits and Surveys: National Market AuditNational Market Audit

Bi-monthly audit focused on products Bi-monthly audit focused on products irrespective of the outlet carrying the productirrespective of the outlet carrying the product


Retail Store AuditsRetail Store Audits

Every two months a team of auditors from a Every two months a team of auditors from a research firm visits a sample of stores to count research firm visits a sample of stores to count the inventory on hand and record deliveries to the inventory on hand and record deliveries to the store since the last visitthe store since the last visit

Beginning inventory + deliveries – ending inventory = salesBeginning inventory + deliveries – ending inventory = sales


Nielsen Retail IndexNielsen Retail Index

Biggest research company in the worldBiggest research company in the world

Their auditing services cover four groupsTheir auditing services cover four groups

Grocery productsGrocery products

DrugsDrugs

Mass merchandisersMass merchandisers

Alcoholic beveragesAlcoholic beverages


Consumer Purchase PanelsConsumer Purchase Panels

To Cover the Gap Between Warehouse Withdrawal To Cover the Gap Between Warehouse Withdrawal Audits and Actual Purchases Following Methods Can Audits and Actual Purchases Following Methods Can Be UsedBe Used

Home Audit ApproachHome Audit Approach

Panel member agrees to permit an auditor to check Panel member agrees to permit an auditor to check the household stocks of certain product categories at the household stocks of certain product categories at regular intervalsregular intervals

Mail Diary MethodMail Diary Method

Panel member records the details of each purchase Panel member records the details of each purchase and returns the diary by mail at regular intervalsand returns the diary by mail at regular intervals


Advantages of Consumer PanelsAdvantages of Consumer Panels

Can Provide Information On:Can Provide Information On: Aggregate Sales Activity Aggregate Sales Activity

Brand Shares Brand Shares

Shifts in Buyer CharacteristicsShifts in Buyer Characteristics

Shifts in Retail OutletsShifts in Retail Outlets


Limitations of Consumer PanelsLimitations of Consumer Panels

Possibility of Selection BiasPossibility of Selection Bias

Mortality EffectMortality Effect

Testing EffectsTesting Effects


Scanner ServicesScanner Services

Scanner-Based Audit ServicesScanner-Based Audit Services Benefits:Benefits:

High degree of accuracyHigh degree of accuracy Time savingTime saving Ability to study very short time periods of Ability to study very short time periods of

sales activitysales activity


RFIDRFID

A new technology that may replace the bar A new technology that may replace the bar codes. Utilizing a tiny silicon chip to store codes. Utilizing a tiny silicon chip to store information; a small transmitter would then information; a small transmitter would then send this information to a scanner. RFID offers send this information to a scanner. RFID offers more benefits than a UPC, such as:more benefits than a UPC, such as: The ability to store more information The ability to store more information The ability to change the information on the tagThe ability to change the information on the tag The ability to transmit all the information on the The ability to transmit all the information on the

chip to a scanner without clear line of sightchip to a scanner without clear line of sight


Single-source SystemsSingle-source Systems

Usually set up in self-contained communities Usually set up in self-contained communities with their own newspapers and cable TV and with their own newspapers and cable TV and are roughly representative of the demographics are roughly representative of the demographics of the countryof the country

A test panel of community households is A test panel of community households is recruited and monitoredrecruited and monitored


Advantages of Single Source SystemsAdvantages of Single Source Systems

Availability of exclusive pre-test recordsAvailability of exclusive pre-test records

Immediate availability of test resultsImmediate availability of test results

Ability to compare households prior to and Ability to compare households prior to and after exposure to the messageafter exposure to the message

Ability to control settingsAbility to control settings


Expert Systems Based on Single-Expert Systems Based on Single-source Servicessource Services

Since users of scanner data are flooded with massive Since users of scanner data are flooded with massive amounts of data, expert systems are used to help the amounts of data, expert systems are used to help the users understand the data quicklyusers understand the data quickly

Examples of Expert Systems Are:Examples of Expert Systems Are: Apollo Space Management SoftwareApollo Space Management Software Cover StoryCover Story Sales PartnerSales Partner Promotion StimulatorPromotion Stimulator SpotlightSpotlight


Media Related Standardized SourcesMedia Related Standardized Sources

Nielsen Television Index (NTI)Nielsen Television Index (NTI) A system for estimating national T.V. audiencesA system for estimating national T.V. audiences

Arbitron Diary PanelArbitron Diary Panel Both regional and national radio and TV panelsBoth regional and national radio and TV panels

Starch ScoresStarch Scores Print mediaPrint media

Multi Media ServicesMulti Media Services


Measurement SystemsMeasurement Systems

MechanicsMechanics No wire connectionsNo wire connections Wired directly to TV Wired directly to TV and VCR tunersand VCR tuners

Research MethodsResearch Methods Data retrieved by Data retrieved by reading UTCP codesreading UTCP codes

Telephone connections Telephone connections used to return dataused to return data

Method of Data Method of Data CollectionCollection

User logs in/out before User logs in/out before and after watching TVand after watching TV

User punches numerical User punches numerical code into data-entry code into data-entry devicedevice

Reputation as:Reputation as: Media measurement Media measurement business serving the business serving the ratio industryratio industry

Foremost in TV ratingsForemost in TV ratings

SMART PEOPLE METER


Marketing Decision Support SystemsMarketing Decision Support Systems

A typical marketing manager receives some or all of following A typical marketing manager receives some or all of following data:data: Factory shipments or orderFactory shipments or order Syndicated aggregate (industry) data servicesSyndicated aggregate (industry) data services Sales reports from sales personnelSales reports from sales personnel Consumer panel dataConsumer panel data Scanner dataScanner data Demographic dataDemographic data Internal cost and budget dataInternal cost and budget data

Purpose of MDSS is to combine marketing data from diverse Purpose of MDSS is to combine marketing data from diverse sources into single databasesources into single database


Applications of Standardized Sources Applications of Standardized Sources of Dataof Data

Scanner dataScanner data Starch scoresStarch scores

Diary panelsDiary panels NTINTI

ArbitronArbitron

Multimedia servicesMultimedia services

Measuring Promotion Effectiveness

Measuring Ad Exposure and Effectiveness


Applications of Standardized Sources Applications of Standardized Sources of Data (Cont.)of Data (Cont.)

Diary panelsDiary panels Scanner dataScanner data

Retail auditsRetail audits Starch scoresStarch scores

Scanner dataScanner data Diary panelsDiary panels

Internal recordsInternal records Internal recordsInternal records

SICSIC

Measuring Product Sales and Market Share

Estimation and Evaluation of Models


Applications of Standardized Applications of Standardized Sources of Data (Contd.)Sources of Data (Contd.)

Measuring product sales and market shareMeasuring product sales and market share

Measuring advertisement exposure and Measuring advertisement exposure and effectivenesseffectiveness

Measuring promotion effectivenessMeasuring promotion effectiveness

Estimation And evaluation of modelsEstimation And evaluation of models

Chapter 6 - Marketing Research

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