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Marketing Research

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Marketing Research Aaker, Kumar, Day Eighth Edition Instructor s Presentation Slides Chapter Two Marketing Research in Practice Marketing Research in Practice ... – PowerPoint PPT presentation

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Title: Marketing Research


1
Marketing Research
  • Aaker, Kumar, Day
  • Eighth Edition
  • Instructors Presentation Slides

2
Chapter Two
  • Marketing Research in
  • Practice

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

4
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.

5
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

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

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

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.

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

10
Marketing Decision Support Systems Cont..
  • Characteristics of MDSS
  • Interactive
  • Flexible
  • Discovery oriented
  • User friendly

11
Marketing Decision Support Systems Cont..
  • Four components of MDSS
  • Database
  • Reports and Displays
  • Analysis capabilities
  • Models

12
Gaining Insight from a MDSS
Manager
Modeling
Display
Analysis
Database
Environment
13
Suppliers of Information
  • Corporate or in-house marketing research
    department
  • External suppliers

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

15
Information suppliers and services
Information Supplier
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
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

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

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)

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

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

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

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

23
Career Opportunities in Marketing Research
  • Marketing Research Analyst
  • Marketing Information manager
  • Project manager
  • Director of Market Research
  • Research Account manager
  • Research Analyst
  • Methodologist
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