1. Aaker, Kumar, Day Eighth Edition Instructor’s Presentation Slides
Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition Aaker,kumar, Day

2. Marketing Research 8th Edition Aaker,kumar, Day
Chapter Two
Marketing Research in
Practice
Marketing Research 8th Edition Aaker,kumar, Day

3. Marketing Research in Practice
Programmatic Research
Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies
Selective Research
Tests different decision alternatives such as new product testing, advertising copy testing, pre-test marketing, and test marketing
Evaluative Research
Evaluation of performance of programs
Marketing Research 8th Edition Aaker,kumar, Day

4. Marketing Research 8th Edition Aaker,kumar, Day
Information System
A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers.
Marketing Research 8th Edition Aaker,kumar, Day

5. Marketing Research 8th Edition Aaker,kumar, Day
Databases
Contain 3 types of information:
1st type: Recurring day-to-day information
2nd type: Intelligence relevant to the future strategy of the business
3rd type: Research studies that are not of a recurring nature
Marketing Research 8th Edition Aaker,kumar, Day

6. Decision Support Systems (DSS)
DSS models are developed and adapted to support each firms own decision problems
Used to retrieve data, transform it into usable information, and disseminate it to users
Allow managers to interact directly with database
To retrieve information
Provides a modeling function to help interpret information retrieved
Marketing Research 8th Edition Aaker,kumar, Day

7. Use of Information Systems (IS) in Marketing Research
IS emphasizes that market research should part of systematic and continuous effort to improve decision-making process
Marketing research used to close gaps in data bank revealed by use of models and IS
Marketing Research 8th Edition Aaker,kumar, Day

8. Marketing Decision Support System
Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information.
Marketing Research 8th Edition Aaker,kumar, Day

9. Marketing Decision Support Systems Cont..
Managers’ needs for decision relevant information:
Routine comparisons of current performance against past trends on each of the key measures of effectiveness
Periodic exception reports to assess which sales territories or accounts have not matched previous years’ purchases
Special analyses to evaluate the sales impact of particular marketing programs, and to predict what would happen if changes were made
Marketing Research 8th Edition Aaker,kumar, Day

10. Marketing Decision Support Systems Cont..
Characteristics of MDSS:
Interactive
Flexible
Discovery oriented
User friendly
Marketing Research 8th Edition Aaker,kumar, Day

11. Marketing Decision Support Systems Cont..
Four components of MDSS:
Database
Reports and Displays
Analysis capabilities
Models
Marketing Research 8th Edition Aaker,kumar, Day

12. Gaining Insight from a MDSS
Manager
Modeling
Display
Analysis
Database
Environment
Marketing Research 8th Edition Aaker,kumar, Day

13. Suppliers of Information
Corporate or in-house marketing research department
External suppliers
Marketing Research 8th Edition Aaker,kumar, Day

14. Participants in Marketing Research Activities
Information Users
General management
Planning
Marketing and sales managers
Product managers
Lawyers
Information Suppliers:
Inside Company
Information Suppliers:
Outside Company
Marketing research department
Sales analysis group
Accounting department
Corporate strategic planning
Research consultants
Marketing research suppliers
Advertising agencies
Marketing Research 8th Edition Aaker,kumar, Day

15. Information suppliers and services
Corporate In-house Supplier
External Supplier
Structured (Independent Department
Unstructured (one or more MR employees)
Customized Services
Standardized Services
Field Services
Branded Product/Services
Syndicated Services
Selective Services
Marketing Research 8th Edition Aaker,kumar, Day

16. Factors Influencing Choice of Information Supplier
Internal personnel may not have skills or experience
Outside help may be called to boost internal capacity in response to urgent deadline
Often it is cheaper to go outside
Marketing Research 8th Edition Aaker,kumar, Day

17. Factors Influencing Choice of Information Supplier (Contd.)
Outside suppliers may have special facilities or competencies which would be costly to duplicate for a single study
Political considerations
Increased credibility of research used in litigation or in proceedings before regulatory or legislative bodies
Marketing Research 8th Edition Aaker,kumar, Day

18. Type and Nature of Services
Customized
Work with individual clients
Syndicated
Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g.,Nielsen television index)
Standardized
Projects conducted in standard, prespecified manner and supplied to several different clients. (e.g., Starch readership surveys)
Marketing Research 8th Edition Aaker,kumar, Day

19. Type and Nature of Services (Contd.)
Field
Suppliers concentrate only on collecting data for research projects
Selective
Specialize in just one or two aspects of marketing research, mainly concerning data coding data, editing or data analysis
Branded products / services
Develop specialized data collection and analyses procedures to address specific of research problems that they market as branded products
Marketing Research 8th Edition Aaker,kumar, Day

20. Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised data,
advice, or conclusions:
A thorough search for companies with an expertise in the area of study
Selection of a small number of bidders on basis of recommendations of colleagues or others with similar needs
Personal interviews with potential project leaders, asking for examples of previous work, their procedures for working with clients, and they should provide references
Check of references on each potential supplier, with special attention on expertise, creativity, and quality and adequacy of resources available
Marketing Research 8th Edition Aaker,kumar, Day

21. International Marketing Research
Definition
International Marketing Research can be defined as marketing research conducted to aid in making decisions in more than one country
Function
Provides a systematic, planned approach to the research process
Ensures all aspects of the research project are consistent with each other
Marketing Research 8th Edition Aaker,kumar, Day

22. International Market Research Industry
Percentage of Worldwide Market Research Expenditure Per Country
United States 39%
Japan 10%
Western Europe 40%
Rest of World 11%
Marketing Research 8th Edition Aaker,kumar, Day

23. Career Opportunities in Marketing Research
Marketing Research Analyst
Marketing Information manager
Project manager
Director of Market Research
Research Account manager
Research Analyst
Methodologist
Marketing Research 8th Edition Aaker,kumar, Day