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Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition
Aaker, Kumar, Day
Growth of Standardized Sources
Factors
Multitude of information users having common
information needs
When cost of satisfying individual user's need is
prohibitive
The increasing use of scanner systems at the check
out points
Marketing Research 8th Edition
Aaker, Kumar, Day
Audits and Surveys:
National Market Audit
Bi-monthly audit focused on products
irrespective of the outlet carrying the product
Marketing Research 8th Edition
Aaker, Kumar, Day
Retail Store Audits
Every two months a team of auditors from a
research firm visits a sample of stores to count
the inventory on hand and record deliveries to
the store since the last visit
Beginning inventory + deliveries – ending inventory = sales
Marketing Research 8th Edition
Aaker, Kumar, Day
Nielsen Retail Index
Biggest research company in the world
Their auditing services cover four groups
Grocery products
Drugs
Mass merchandisers
Alcoholic beverages
Marketing Research 8th Edition
Aaker, Kumar, Day
Consumer Purchase Panels
To Cover the Gap Between Warehouse Withdrawal
Audits and Actual Purchases Following Methods Can
Be Used
Home Audit Approach
Panel member agrees to permit an auditor to check
the household stocks of certain product categories at
regular intervals
Mail Diary Method
Panel member records the details of each purchase
and returns the diary by mail at regular intervals
Marketing Research 8th Edition
Aaker, Kumar, Day
Advantages of Consumer Panels
Can Provide Information On:
Aggregate Sales Activity
Brand Shares
Shifts in Buyer Characteristics
Shifts in Retail Outlets
Marketing Research 8th Edition
Aaker, Kumar, Day
Limitations of Consumer Panels
Possibility of Selection Bias
Mortality Effect
Testing Effects
Marketing Research 8th Edition
Aaker, Kumar, Day
Scanner Services
Scanner-Based Audit Services
Benefits:
High degree of accuracy
Time saving
Ability to study very short time periods of
sales activity
Marketing Research 8th Edition
Aaker, Kumar, Day
RFID
A new technology that may replace the bar
codes. Utilizing a tiny silicon chip to store
information; a small transmitter would then send
this information to a scanner. RFID offers more
benefits than a UPC, such as:
The ability to store more information
The ability to change the information on the tag
The ability to transmit all the information on the
chip to a scanner without clear line of sight
Marketing Research 8th Edition
Aaker, Kumar, Day
Single-source Systems
Usually set up in self-contained communities
with their own newspapers and cable TV and
are roughly representative of the demographics
of the country
A test panel of community households is
recruited and monitored
Marketing Research 8th Edition
Aaker, Kumar, Day
Advantages of Single Source Systems
Availability of exclusive pre-test records
Immediate availability of test results
Ability to compare households prior to and
after exposure to the message
Ability to control settings
Marketing Research 8th Edition
Aaker, Kumar, Day
Expert Systems Based on Single-
source Services
Since users of scanner data are flooded with massive amounts of data, expert systems are used to help the users understand the data quickly
Examples of Expert Systems Are:
Apollo Space Management Software
Cover Story
Sales Partner
Promotion Stimulator
Spotlight
Marketing Research 8th Edition
Aaker, Kumar, Day
Media Related Standardized Sources
Nielsen Television Index (NTI)
A system for estimating national T.V. audiences
Arbitron Diary Panel
Both regional and national radio and TV panels
Starch Scores
Print media
Multi Media Services
Marketing Research 8th Edition
Aaker, Kumar, Day
Measurement Systems
Mechanics No wire connections Wired directly to TV and
VCR tuners
Research Methods Data retrieved by
reading UTCP codes
Telephone connections
used to return data
Method of Data
Collection
User logs in/out before
and after watching TV
User punches numerical
code into data-entry
device
Reputation as: Media measurement
business serving the
ratio industry
Foremost in TV ratings
SMART PEOPLE METER
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Decision Support Systems
A typical marketing manager receives some or all of following data:
Factory shipments or order
Syndicated aggregate (industry) data services
Sales reports from sales personnel
Consumer panel data
Scanner data
Demographic data
Internal cost and budget data
Purpose of MDSS is to combine marketing data from diverse sources into single database
Marketing Research 8th Edition
Aaker, Kumar, Day
Applications of Standardized Sources
of Data
Scanner data Starch scores
Diary panels NTI
Arbitron
Multimedia services
Measuring Promotion
Effectiveness
Measuring Ad Exposure
and Effectiveness
Marketing Research 8th Edition
Aaker, Kumar, Day
Applications of Standardized Sources
of Data (Cont.)
Diary panels Scanner data
Retail audits Starch scores
Scanner data Diary panels
Internal records Internal records
SIC
Measuring Product
Sales and Market Share
Estimation and
Evaluation of Models