Marketing Research

1
Marketing Research

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

2
Chapter Twenty-Four

• Traditional Applications of Marketing Research
  Product, Price, Distribution and Promotion

3
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

4
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

5
New Product Research (Contd.)

• Concept Evaluation And Development
• Use Testing
• Blind use test
• Predicting Trial Purchase
• Pre-test Marketing

6
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

7
Pricing Research

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

8
Distribution Research

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

9
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

10
Advertising Research

• Criteria
• Recognition
• Recall
• Persuasion
• Forced exposure, brand preference change
• On-air tests -- brand preference change
• Customized Measures of Communication / Attitude

11
Advertising Research (Contd.)

• Purchase Behavior
• Coupon stimulated purchasing
• Split-cable tests
• Tracking Studies
• Diagnostic Testing

12
Advertising Research (Contd.)

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

13
Advertising Research (Contd.)

• Budget Decision
• Media Research
• Measuring print vehicle audiences
• Measuring broadcast vehicles audiences

14
Sales Promotion Research

• Promotional Tools
• Price Discounts
• Features
• Displays
• Coupons / Rebates
• Sweepstakes

15
Sales Promotion Research (Contd.)

• Promotional Strategy
• Hi-lo
• Every Day Low Price (EDLP)