Marketing Research

1
Marketing Research

• Aaker, Kumar, Day
• Seventh Edition
• Instructors Presentation Slides

2
Chapter Six

• Standardized Sources of Marketing Data

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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

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Audits and Surveys National Market Audit

• Bi-monthly audit focused on products irrespective
  of the 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
• Beginning inventory deliveries ending
  inventory sales

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Nielsen Retail Index

• Biggest research company in the world
• Their auditing services cover four groups
• Grocery products
• Drugs
• Mass merchandisers
• Alcoholic beverages

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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

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Advantages of Consumer Panels

• Can Provide Information On
• Aggregate Sales Activity
• Brand Shares
• Shifts in Buyer Characteristics
• Shifts in Retail Outlets

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Limitations of Consumer Panels

• Possibility of Selection Bias
• Mortality Effect
• Testing Effects

10
Scanner Services

• Scanner-Based Audit Services
• Benefits
• High degree of accuracy
• Time saving
• Ability to study very short time periods of sales
  activity

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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

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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

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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

14
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

15
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

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Measurement Systems
SMART
PEOPLE METER
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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

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Applications of Standardized Sources of Data
Measuring Promotion Effectiveness
Measuring Ad Exposure and Effectiveness
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Applications of Standardized Sources of Data
(Cont.)
Measuring Product Sales and Market Share
Estimation and Evaluation of Models
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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