Marketing

Research
Aaker, Kumar, Day
Seventh Edition
Instructors Presentation
Slides

Chapter Two
Marketing Research in
Practice

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

Marketing Research 7th E

Aaker,
Kumar, Day

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.

Marketing Research 7th E

Aaker,
Kumar, Day

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
Marketing Research 7th E

Aaker,
Kumar, Day

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
Marketing Research 7th E

Aaker,
Kumar, Day

Use of Information
Systems (IS) in
Marketing Research
IS emphasizes that market research
should part of systematic and
continuous effort to improve decisionmaking process
Marketing research used to close gaps
in data bank revealed by use of models
and IS
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Aaker,
Kumar, Day

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.

Marketing Research 7th E

Aaker,
Kumar, Day

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
Marketing Research 7th E

Aaker,
Kumar, Day

Marketing Decision
Support Systems Cont..
Characteristics of MDSS:
Interactive
Flexible
Discovery oriented
User friendly
Marketing Research 7th E

Aaker,
Kumar, Day

Marketing Decision
Support Systems Cont..
Four components of MDSS:
Database
Reports and Displays
Analysis capabilities
Models
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Aaker,
Kumar, Day

Gaining Insight from a MDSS

Manager

Modeling

Display

Analysis

Database

Environment
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Kumar, Day

Suppliers of Information
Corporate or in-house marketing
research department
External suppliers

Marketing Research 7th E

Aaker,
Kumar, Day

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

Research consultants

Sales analysis group

Marketing research suppliers

Accounting department

Advertising agencies

Corporate strategic planning

Marketing Research 7th E

Aaker,
Kumar, Day

Information suppliers and services

Information
Supplier
Corporate Inhouse Supplier
Structured
(Independent
Department

Customized
Services

External
Supplier

Unstructured (one
or more MR
employees)

Standardized
Services
Syndicated
Services

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Field
Services

Branded
Product/Services
Selective
Services

Aaker,
Kumar, Day

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

Marketing Research 7th E

Aaker,
Kumar, Day

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
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Kumar, Day

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)

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Aaker,
Kumar, Day

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

Marketing Research 7th E

Aaker,
Kumar, Day

Criteria For Selecting External

Suppliers
Steps in deciding if supplier can deliver promised data,
advice, or conclusions:
1.
2.
3.

4.

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

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Aaker,
Kumar, Day

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
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Aaker,
Kumar, Day

International Market
Research Industry
Percentage of Worldwide Market
Research Expenditure Per Country
United States

39%

Japan 10%
Western Europe 40%
Rest of World
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11%
Aaker,
Kumar, Day

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 7th E

Aaker,
Kumar, Day