[PPT]Marketing · Web viewChapter Six * Standardized Sources of Marketing Data Marketing Research 10th Edition Advertising data Sales data Surveys Marketing data Growth of Standardized

Marketing ResearchAaker, Kumar, Day and LeoneNinth EditionInstructor’s Presentation Slides

Chapter Six2

Standardized Sources of Marketing Data

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

Advertisingdata

Sales data

Surveys

Marketingdata

Growth of Standardized Sources

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Contributing Factors:

Audits and Surveys: National Market Audit• Bi-monthly audit focused on products irrespective of

the type of outlet carrying the product

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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

Nielsen Retail Index• Nielsen’s auditing services cover four reporting groups:

▫ Grocery products▫ Drugs▫ Other merchandise▫ Alcoholic beverages

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• Contents of a Nielsen Store Audit Report▫ Sales▫ Distribution▫ Selling prices▫ Retailer support▫ Media advertising▫ Special analyses

Consumer Purchase PanelsTo cover the gap between store audits/warehouse withdrawal services and actual purchases, two methods of data collection are 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

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Advantages & Limitations of Consumer Panels

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Scanner ServicesBenefits of Scanner-Based Audit Services:

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Scanner Services (cont.)9

Weekly results from scanner service


Weekly results from scanner service

Applying scanner data

RFID• Radio Frequency Identification Technology may replace the bar

codes.

• Utilizes a tiny silicon chip to store information; a small transmitter then sends this information to a scanner.

• Advantages over UPC: ▫ 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

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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 for recording exposure to programming and specific commercials

• Each member is provided an identification card for presenting at scanner-equipped stores

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Process of Scanner Data Collection by IRI

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IRI


Subscriber

Advantages and Disadvantages of Single Source Systems• Advantages

↑ Availability of extensive pre-test records↑ Immediate availability of test results↑ Ability to compare purchases of households prior to and

after exposure to the message↑ Ability to control settings

• Disadvantages↓ Can track purchases only at stores equipped with scanners↓ No information on whether viewers actually watch or just

leave the TV on↓ Chance of biased results

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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:▫ Information Resources, Inc.

Apollo Space Management Software Cover Story Sales Partner

▫ A. C. Nielsen Promotion Stimulator Spotlight Sales Advisor

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Media Related Standardized Sources

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Nielsen Television Index (NTI)• Rating – Percent of all households that have at

least one TV set turned to a program for at least 6 of every 15 minutes that the program is telecast

• Share – Percent of households that have a TV set that is tuned to a specific program at a specific time

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delivered audience target ofNumber commercial a ofCost CPM

Applications of Standardized Data Sources

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

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[PPT]Marketing · Web viewChapter Six * Standardized Sources of Marketing Data Marketing Research 10th Edition Advertising data Sales data Surveys Marketing data Growth of Standardized