Marketing Research

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Marketing Research

• Aaker, Kumar, Day
• Eighth Edition
• Instructors Presentation Slides

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Chapter Two

• Marketing Research in
• Practice

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Marketing Research in Practice

• Programmatic Research
• Develops market options through market
  segmentation, market opportunity analysis, or
  consumer attitude and product usage studies
• Selective Research
• Tests different decision alternatives such as new
  product testing, advertising copy testing,
  pre-test marketing, and test marketing
• Evaluative Research
• Evaluation of performance of programs

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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
  decision makers.

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Databases

• Contain 3 types of information
• 1st type Recurring day-to-day
  information
• 2nd type Intelligence relevant to the
  future strategy of the business
• 3rd type Research studies that are not
  of a recurring nature

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Decision Support Systems (DSS)

• DSS models are developed and adapted to support
  each firms own decision problems
• Used to retrieve data, transform it into usable
  information, and disseminate it to users
• Allow managers to interact directly with database
  
• To retrieve information
• Provides a modeling function to help interpret
  information retrieved

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Use of Information Systems (IS) in Marketing
Research

• IS emphasizes that market research should part of
  systematic and continuous effort to improve
  decision-making process
• Marketing research used to close gaps in data
  bank revealed by use of models and IS

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Marketing Decision Support System

• Combines marketing data from diverse sources into
  a single database, enabling product managers,
  sales planners, market researchers, financial
  analysts, and production schedulers to share
  information.

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Marketing Decision Support Systems Cont..

• Managers needs for decision relevant
  information
• Routine comparisons of current performance
  against past trends on each of the key measures
  of effectiveness
• Periodic exception reports to assess which sales
  territories or accounts have not matched previous
  years purchases
• Special analyses to evaluate the sales impact of
  particular marketing programs, and to predict
  what would happen if changes were made

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Marketing Decision Support Systems Cont..

• Characteristics of MDSS
• Interactive
• Flexible
• Discovery oriented
• User friendly

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Marketing Decision Support Systems Cont..

• Four components of MDSS
• Database
• Reports and Displays
• Analysis capabilities
• Models

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Gaining Insight from a MDSS
Manager
Modeling
Display
Analysis
Database
Environment
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Suppliers of Information

• Corporate or in-house marketing research
  department
• External suppliers

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Participants in Marketing Research Activities
Information Users

• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers

Information Suppliers Inside Company
Information Suppliers Outside Company

• Marketing research department
• Sales analysis group
• Accounting department
• Corporate strategic planning

• Research consultants
• Marketing research suppliers
• Advertising agencies

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Information suppliers and services
Information Supplier
Corporate In-house Supplier
External Supplier
Structured (Independent Department
Unstructured (one or more MR employees)
Customized Services
Standardized Services
Field Services
Branded Product/Services
Syndicated Services
Selective Services
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Factors Influencing Choice of Information Supplier

• Internal personnel may not have skills or
  experience
• Outside help may be called to boost internal
  capacity in response to urgent deadline
• Often it is cheaper to go outside

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Factors Influencing Choice of Information
Supplier (Contd.)

• Outside suppliers may have special facilities or
  competencies which would be costly to duplicate
  for a single study
• Political considerations
• Increased credibility of research used in
  litigation or in proceedings before regulatory or
  legislative bodies

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Type and Nature of Services

• Customized
• Work with individual clients
• Syndicated
• Routinely collect information on several
  different issues and provide it to firms that
  subscribe to their services (e.g.,Nielsen
  television index)
• Standardized
• Projects conducted in standard, prespecified
  manner and supplied to several different clients.
  (e.g., Starch readership surveys)

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Type and Nature of Services (Contd.)

• Field
• Suppliers concentrate only on collecting data for
  research projects
• Selective
• Specialize in just one or two aspects of
  marketing research, mainly concerning data
  coding data, editing or data analysis
• Branded products / services
• Develop specialized data collection and analyses
  procedures to address specific of research
  problems that they market as branded products

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Criteria For Selecting External Suppliers

• Steps in deciding if supplier can deliver
  promised data,
• advice, or conclusions
• A thorough search for companies with an expertise
  in the area of study
• Selection of a small number of bidders on basis
  of recommendations of colleagues or others with
  similar needs
• Personal interviews with potential project
  leaders, asking for examples of previous work,
  their procedures for working with clients, and
  they should provide references
• Check of references on each potential supplier,
  with special attention on expertise, creativity,
  and quality and adequacy of resources available

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International Marketing Research

• Definition
• International Marketing Research can be defined
  as marketing research conducted to aid in making
  decisions in more than one country
• Function
• Provides a systematic, planned approach to the
  research process
• Ensures all aspects of the research project are
  consistent with each other

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International Market Research Industry

• Percentage of Worldwide Market Research
  Expenditure Per Country
• United States 39
• Japan 10
• Western Europe 40
• Rest of World 11

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Career Opportunities in Marketing Research

• Marketing Research Analyst
• Marketing Information manager
• Project manager
• Director of Market Research
• Research Account manager
• Research Analyst
• Methodologist