Marketing Research

Marketing ResearchAaker, Kumar, DayNinth EditionInstructor’s Presentation Slides

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/

Chapter Twenty-four2

Traditional Applications of Marketing Intelligence


Phases in New Product Research3

Concept GenerationNeed Identification

Concept Identification

Concept Evaluation and Development

Product Evaluation and Development

Testing the Marketing Program


Concept Generation4

Need Identification


Concept Generation (Contd.)5

Concept Identification


Product Evaluation And Development•Use Testing

▫ Virtual Product Testing▫ Blind use test

•Predicting Trial Purchase

•Pre-test Marketing

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Pretest Marketing Example7

The ASSESSOR Laboratory Test Market Research Design and Measurement


Test Marketing•Sell-in test markets•Controlled Distribution Scanner Markets

(CDSM)

Selecting the test cities ▫ Representativeness▫ Data availability▫ Media isolation and costs▫ Product flow

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Really New Products• Create or expand a new category, thereby making cross-category

competition the key (e.g., fruit teas versus soft drinks)

• Are new to customers, for whom substantial learning is often required (i.e., what it can be used for, what it competes with, why it is useful)

• Raise broad issues such as appropriate channels of distribution and organizational responsibility

• Create (sometimes) a need for infrastructure, software, and add-ons

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Pricing Research• Gabor and Grainger method• Multi-brand choice method• Research for Profit-oriented Pricing • Research for Share-oriented Pricing

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Pricing Research (Contd.)• The pricing pattern that is adopted for increasing market share

is to:▫ Offer a lower price (even below cost) when entering the market.▫ Hold that price constant until unit costs produce a desired

percentage markup.▫ Reduce price as costs fall to maintain markup at the same desired

percentage of costs.

• The types of information required for this pricing method are▫ The nature of the experience curve.▫ Breakeven points.▫ Cost of units sold to additional market segments.▫ Competitor costs.▫ Forecast of the ‘‘decline’’ stage of the product life cycle.

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Distribution ResearchWarehouse and Retail Location Research• Center-of-gravity Simulation• Computerized Simulation Models• Catchment Area Analysis• Outlet Location Research

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Center-of-gravity warehouse location to serve five retail stores.


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

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Advertising ResearchCriteria• Recognition

• Recall▫ Day-After Recall (DAR) measure – on-air test

• Persuasion▫ Forced exposure, brand preference change test▫ Clutter/awareness score▫ Attitude-shift measure

• Impact on purchase behavior

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Advertising Research (Contd.)•Sample diagnostic questions:

▫Comprehension of message or slogan

▫Communication of secondary copy ideas

▫Evaluation of demonstrations, spokesperson, message

▫Perception of brand uniqueness or brand differentiation

▫Irritating or confusing elements

▫Viewer involvement

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Advertising Research (Contd.)Purchase Behavior• Coupon stimulated purchasing• Split-cable tests

Copy Test Validity• Qualitative Research• Audience Impressions of the Ad• Adjective Checklist• Eye Movement• Physiological Measurement

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Advertising Research (Contd.)Media Research

•Measuring print vehicle audiences▫Recent-reading method▫Reading-habit method

•Measuring broadcast vehicles audiences

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Sales Promotion ResearchPromotional Tools• Price Discounts

• Features

• Displays

• Coupons / Rebates

• Sweepstakes

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Sales Promotion Research (Contd.)Promotional Strategy

•Hi-lo•Every Day Low Price (EDLP)

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A schematic framework of the major types of sales promotion.


Sales Promotion Research (Contd.)

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Specific Sales Promotional Tools

Marketing Research

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