Marketing Research

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Marketing Research

• Aaker, Kumar, Day and Leone
• Tenth Edition
• Instructors Presentation Slides

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Chapter Two

• Marketing Research in Practice

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Marketing Research in Practice
Marketing Research 10th Edition
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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.

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5
Databases

• Contain 3 types of information
• Recurring day-to-day information
• Intelligence relevant to the future strategy of
  the business
• Research studies that are not of a recurring
  nature

Marketing Research 10th Edition
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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
  
• Provides a modeling function to help interpret
  retrieved information

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Marketing Decision Support Systems

• 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

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8
Marketing Decision Support Systems (Cont.)
Managers need for decision-relevant information
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9
Characteristics of MDSS
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Components of MDSS
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Components of MDSS (Contd.)
Manager
Modeling
Display
Analysis
Database
Environment
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Comparison of Brand Performance with Industry
Trend
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Gaining Insights from a MDSS
Regional Market Share Changes Alpha and Beta
Regional Market Share Changes Alpha and Delta
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Participants in Marketing Research Activities
Information Users

• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers

Information Suppliers Inside the Company
Information Suppliers Outside the Company

• Marketing research department
• Sales analysis group
• Accounting department
• Corporate strategic planning

• Research consultants
• Marketing research suppliers
• Advertising agencies

Marketing Research 10th Edition
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Information Suppliers and Services
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Factors Influencing Choice of Information Supplier
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Growth in Research Spending in United States
Source Jack Honomichl, Top 50 Report,
Marketing News, June 30, 2009 13
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Type and Nature of Services

• Customized Services
• Work with individual clients
• Syndicated Services
• Routinely collect information on several
  different issues and provide it to firms that
  subscribe to their services (e.g., Nielsen
  television index)
• Standardized Services
• Projects conducted in standard, pre-specified
  manner and supplied to several different clients.
  (e.g., Starch readership survey)

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Type and Nature of Services (Contd.)

• Field Services
• Suppliers concentrate only on collecting data for
  research projects
• Selective Services
• Specialize in just one or two aspects of
  marketing research, mainly concerning data
  coding, data editing or data analysis
• Branded Products Services
• Specialized data collection and analyses
  procedures to address specific research problems
  that are marketed as branded products

Marketing Research 10th Edition
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Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver
promised data, advice, or conclusions
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International Market Research Industry
Percentage of Worldwide Market Research
Expenditure Per Country

• United States 60
• United Kingdom 18
• Japan 3
• Rest of World 19

Source Jack Honomichl, Top firms consolidated
grip on industry, Marketing News, August 15,
2008 H2
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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 10th Edition
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