Marketing ResearchAaker, Kumar, Day and LeoneTenth EditionInstructor’s Presentation Slides
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 Support Systems (DSS)
• DSS models are developed and adapted to support each firm’s 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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Marketing Decision Support Systems (Cont.)
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Managers’ need for decision-relevant information:
Characteristics of MDSS
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Components of MDSS
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Components of MDSS (Contd.)
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Manager
Modeling
Analysis
Display
Database
Environment
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Comparison of Brand Performance with Industry Trend
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Gaining Insights from a MDSS
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Regional Market Share Changes – Alpha and Beta
Change in Beta’s
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Regional Market Share Changes – Alpha and Delta
Participants in Marketing Research Activities
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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
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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
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Source: Jack Honomichl, “Top 50 Report,” Marketing News, June 30, 2009: 13
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Type and Nature of ServicesCustomized 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
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Criteria For Selecting External Suppliers
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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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