Essentials of Marketing Research (Second Edition)

Kumar, Aaker & DayKumar, Aaker & Day

Instructor’s Presentation SlidesInstructor’s Presentation Slides

Chapter Sixteen

Applications of Marketing Research Applications of Marketing Research

New Product Research

New Product Research Process

Generation of new product concepts

Evaluation and development of those concepts

Evaluation and development of the actual products

Testing in the context of the marketing program

New Product Research (Contd.)

Need Identification

Perceptual maps

Social and environmental trends

Benefit structure analysis

Product users

Focus-group interviews

Lead user analysis

Concept Identification

New Product Research (Contd.)

Concept Evaluation And Development

Use Testing

Blind use test

Predicting Trial Purchase

Pre-test Marketing

New Product Research (Contd.)

Test Marketing

Designing the sell-in market test

Selecting the test cities

Implementing and controlling the test

Timing

Measurement

Costs of a test market

Controlled Distribution Scanner Markets (CDSM)

Projecting Trial, Repeat and Usage Rate Using Panel Data

Pricing Research

Gabor and grainger method

Multi-brand choice method

Research for Profit-oriented Pricing

Research for Share-oriented Pricing

Distribution Research

Warehouse and Retail Location Research

Center-of-gravity Simulation

Computerized Simulation Models

Catchment Area Analysis

Outlet Location Research

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

Advertising Research

Criteria

Recognition

Recall

Persuasion

Forced exposure, brand preference change

On-air tests -- brand preference change

Customized Measures of Communication / Attitude

Advertising Research (Contd.)

Purchase Behavior

Coupon stimulated purchasing

Split-cable tests

Tracking Studies

Diagnostic Testing

Advertising Research (Contd.)

Copy Test Validity

Qualitative Research

Audience Impressions of the Ad

Adjective Checklist

Eye Movement

Physiological Measurement

Advertising Research (Contd.)

Budget Decision

Media Research

Measuring print vehicle audiences

Measuring broadcast vehicles audiences

Brand Equity

Defined as a set of brand assets and liabilities linked to a brand, its name and symbol, that add or subtract from the value provided by the product

The Assets Are Brand Loyalty

Name Awareness

Perceived Quality

Brand Associations

Other Proprietary Brand Assets

Measuring Brand Equity

Excess Price Approach

Replacement Cost Approach

Stock Price Approach

Future Earnings Approach

Customer Satisfaction

Customer satisfaction research should be done at planned intervals so as to track satisfaction over time

Customer Satisfaction (Contd.)

Measurement Process

Define goals and specify how information will be used

Discover what is important to customers and employees

Measure critical needs

Act on the information

Measure performance over time

Total Quality Management

The process of managing complex change in the organization with the aim of quality improvement

Total Quality Management (Contd.)

The Characteristics of an Organization That Has Successfully Implemented TQM

Everyone in the organization must be trained and educated continuously

Establishment of quantifiable measures of progress

Formation of cross functional teams that are empowered and motivated

Use of formal tools, techniques to maintain quality

Information Requirements

Measurement must be specific

Track the correct measure

Measure the outputs of the highest value to the customer

Measure process and results

Anticipate future customer and process requirements

Database Marketing

Database

Definition

Need

Elements

Marketing Databases for Marketing Intelligence

Ways to Gather Consumer Data

Rebate Cards

Suggestion Cards

Warranty Registration Cards

Free Subscription Offer Cards

Directly Ask Consumers

Types of Databases

Active

Inactive

Inquiries

Value Added Databases

Overlay of Information

Identifying Most Profitable Customers

Recency of Purchase

Frequency of Purchase

Monetary Value of Purchase

Validating Prospect Profiles

Benefits of Database Marketing

Relationship Marketing

Relationship Marketing Incorporates Three Elements

Identifying and building a database of current and potential consumers which records and cross-references a wide range of demographic and purchase information

Delivering differential messages to these people through established and new media channels based on consumers' characteristics and preferences

Tracking each relationship to monitor the cost of acquiring the consumer and