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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
Marketing Research Aaker, Kumar, Day and Leone Ninth Edition Instructor’s Presentation Slides.
Essentials of Marketing Research Kumar, Aaker, Day Essentials of Marketing Research Kumar, Aaker, Day Instructors Presentation Slides.
Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides.
Using External Secondary Data Chapter 7. Standardized Marketing Information Services Commercial sources of secondary data The data are usually collected,
Chapter7 Standardized Information Sources. What is standardized information? Standardized information: type of secondary data in which the data collected.
Introduction to Data. Marketing Research Process 1. Formulate Problems 6. Research Report - Specify Research Objectives 2. Research Design 5. Data Analysis.
Chapter Four Exploratory Research Design: Secondary Data.
Standardized Information Sources. Ch 72 What is Standardized Information? Standardized information is a type of secondary data in which the data collected.
Chapter 4 Secondary Data. Focus definition, pluses and minuses internal and external sources syndicated sources application.
Learning Objectives 1 Copyright © 2002 South-Western/Thomson Learning Primary Data Collection: Observation CHAPTER seven.
© 2009 Pearson Education, Inc publishing as Prentice Hall 5-1 Chapter Five Exploratory Research Design: Syndicated Sources of Secondary Data.
Dr. Michael R. Hyman, NMSU Syndicated Data Sources.
Chapter FiveChapter Five. Figure 5.1 Relationship of Syndicated Sources to the Previous Chapters and the Marketing Research Process Focus of this Chapter.
Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Primary Data Collection: Observation CHAPTER Six.
Chapter Six Copyright © 2006 John Wiley & Sons, Inc. Primary Data Collection: Observation.
Secondary Data. Secondary Data -- data gathered for purposes other than the present study Advantages Cheap in terms of time and money Disadvantages.
Chapter Seven Copyright © 2004 John Wiley & Sons, Inc. Primary Data Collection: Observation.
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MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 1 Marketing Research Primary vs. secondary data Advantages and disadvantages of each Marketing research.
Journal Entry 4 If you were developing a new candy bar, what type of things would you want to know before marketing it?
5-1 Chapter Five Exploratory Research Design: Syndicated Sources of Secondary Data.
Chapter 28 Promotion and Place Name 12 SAM. The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public.
Advanced Fashion: Standard 8 Promotion Created by: Kris Caldwell Timpanogos High School.
E-Marketing/7E Chapter 6 E-Marketing Research. Chapter 6 Objectives After reading Chapter 6, you will be able to: – Identify the three main sources of.
How is TV Measured in NZ? TV is measured by NZs leading research provider – AC Nielsen and is known as the Seven Steps of Television Audience Measurement.
2-1 Copyright © 2009 Pearson Education Canada CHAPTER 2 The Advertising Industry.
E-Marketing Research Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology Lecture 8 E-Marketing.
Business 205 Review Questions 1. Why is a records retention program useful to an organization? By developing and implementing policies and procedures that.
Marketing Information Management Marketing Research.
MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.
Copyright © Houghton Mifflin Company. All rights reserved. 16–1 What Is Integrated Marketing Communications? Integrated Marketing Communications –Coordination.
Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Market research is the process of gathering information which will make you more aware of how the people you hope to sell to will react to your current.
Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides.
Computing Fundamentals Module Lesson 1 — Introducing Computers Computer Literacy BASICS.
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Module 3: Business Information Systems Chapter 10: Information and Decision Support Systems.
Chapter 2 Fashion & Marketing Chapter 2.1 Fashion Marketing Basics.
Sales Promotion. Sales promotion consist of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase.
1 Chapter 14 Direct-Response Marketing. 2 Direct Marketing Direct marketing is an interactive system of marketing which uses one or more advertising media.
1-1 CH 1 An Introduction to Integrated Marketing Communications.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ASPECTS OF THE PLACEMENT DECISION. WHAT IS DISTRIBUTION? Distribution refers to the process of making a product available for the consumption or use of.
CHAPTER 17. Promotion informpersuade remind any form of communication a business or organization uses to inform, persuade, or remind people about its.
18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Chapter Questions What steps are required.
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