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Marketing Research Aaker, Kumar, Day Seventh Edition Instructors Presentation Slides
Chapter Six Standardized Sources of Marketing Data
© Marketing Research 7th EditionAaker, 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 7th EditionAaker, Kumar, Day Audits and Surveys: National Market Audit Bi-monthly audit focused on products irrespective of the outlet carrying the product
© Marketing Research 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, Kumar, Day Limitations of Consumer Panels Possibility of Selection Bias Mortality Effect Testing Effects
© Marketing Research 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, 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 7th EditionAaker, Kumar, Day Measurement Systems MechanicsNo wire connectionsWired directly to TV and VCR tuners Research MethodsData 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 SMARTPEOPLE METER
© Marketing Research 7th EditionAaker, 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 7th EditionAaker, Kumar, Day Applications of Standardized Sources of Data Scanner dataStarch scores Diary panelsNTI Arbitron Multimedia services Measuring Promotion Effectiveness Measuring Ad Exposure and Effectiveness
© Marketing Research 7th EditionAaker, Kumar, Day Applications of Standardized Sources of Data (Cont.) Diary panelsScanner data Retail auditsStarch scores Scanner dataDiary panels Internal records SIC Measuring Product Sales and Market Share Estimation and Evaluation of Models
© Marketing Research 7th EditionAaker, Kumar, Day Applications of Standardized Sources of Data (Contd.) Measuring product sales and market share Measuring advertisement exposure and effectiveness Measuring promotion effectiveness Estimation And evaluation of models
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