CH 02

Marketing Research
Aaker, Kumar, Day and Leone

Tenth Edition
Instructors Presentation Slides
Chapter Two
Marketing Research in
Practice
2
Marketing Research 10th Edition
http://www.drvkumar.com/mr10/
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 concept testing, advertising copy
testing, pretest marketing, and test marketing
Evaluative
Research
Evaluation of performance of programs
3
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.

4
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

5
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

6
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

7
Marketing Decision Support Systems (Cont.)
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
8
Managers need for decision-relevant information:
Characteristics of MDSS
Interactive
Flexible
Discovery oriented
User friendly
9
Components of MDSS
Database
Reports and Displays
Analysis capabilities
Models
10
Components of MDSS (Contd.)
11
Manager
Modeling
Analysis
Display
Database
Environment
Comparison of Brand Performance with Industry Trend
12
Gaining Insights from a MDSS
13
Regional Market Share Changes
Alpha and Beta
Change in Betas
Regional Market Share Changes
Alpha and Delta
Participants in Marketing Research Activities
14
Information Users
Information Suppliers:
Inside the Company
Information Suppliers:
Outside the Company
General management
Planning
Marketing and sales managers
Product managers
Lawyers
Marketing research department
Sales analysis group
Accounting department
Corporate strategic planning
Research consultants
Marketing research suppliers
Advertising agencies

Information Suppliers and Services
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Factors Influencing Choice of Information Supplier
Internal personnel may not have skills or experience
Outside help may be called in to boost internal capacity in response to
urgent deadlines
It may be cheaper to go outside
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
16
Growth in Research Spending in United States
17
Source: Jack Honomichl, Top 50 Report, Marketing News, June 30, 2009: 13
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)

18
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

19
Criteria For Selecting External Suppliers
A thorough search for companies with an expertise in the
area of study
Selection of a small number of bidders on the 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 ability to provide references
Check of the references of each potential supplier, with
special attention to comments on expertise, creativity, and
the quality and adequacy of resources available
20
Steps in deciding if supplier can deliver
promised data, advice, or conclusions:
International Market Research Industry
United States 60%
United Kingdom 18%
Japan 3%
Rest of World 19%
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Percentage of Worldwide Market Research
Expenditure Per Country

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