Ch 02 2o204s

Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides

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Chapter Two Marketing Research in Practice

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Marketing Research in Practice

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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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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

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Decision Systems (DSS) • DSS models are developed and adapted to each firm’s own decision problems

• Used to retrieve data, transform it into usable information, and disseminate it to s

• Allow managers to interact directly with database

• Provides a modeling function to help interpret retrieved information http://www.drvkumar.com/mr10/

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Marketing Decision 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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Marketing Decision Systems (Cont.) Managers’ need for decision-relevant information:

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Characteristics of MDSS

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Components of MDSS

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Components of MDSS (Contd.) Manager

Modeling

Display

Analysis

Database

Environment http://www.drvkumar.com/mr10/

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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

Change in Beta’s

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Participants in Marketing Research Activities Information s • General management • Planning • Marketing and sales managers • Product managers • Lawyers

Information Suppliers: Inside the Company

Information Suppliers: Outside the Company

• Marketing research department

• Research consultants

• Sales analysis group

• Marketing research suppliers

• ing department

• Advertising agencies

• Corporate strategic planning http://www.drvkumar.com/mr10/

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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) http://www.drvkumar.com/mr10/

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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 http://www.drvkumar.com/mr10/

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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 United Kingdom Japan Rest of World

60% 18% 3% 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 Manager • Research Analyst • Methodologist http://www.drvkumar.com/mr10/

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