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Marketing Research

Aaker, Kumar, Day and Leone


Tenth Edition
Instructors 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
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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Marketing Decision Support 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
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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 Betas

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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

Research consultants

Sales analysis group

Marketing research suppliers

Accounting department

Advertising agencies

Corporate strategic planning


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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
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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 Account Manager
Research Analyst
Methodologist
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