Marketing Research. Aaker, Kumar, Day. Eighth Edition Instructor s Presentation Slides. Marketing Research 8th Edition.

Transcription

1 Marketing Research Eighth Edition Instructor s Presentation Slides

2 Chapter Six Standardized Sources of Marketing Data

3 Growth of Standardized Sources Factors Multitude of information users having common information needs When cost of satisfying individual user's need is prohibitive The increasing use of scanner systems at the check out points

4 Audits and Surveys: National Market Audit Bi-monthly audit focused on products irrespective of the outlet carrying the product

5 Retail Store Audits Every two months a team of auditors from a research firm visits a sample of stores to count the inventory on hand and record deliveries to the store since the last visit Beginning inventory + deliveries ending inventory = sales

6 Nielsen Retail Index Biggest research company in the world Their auditing services cover four groups Grocery products Drugs Mass merchandisers Alcoholic beverages

7 Consumer Purchase Panels To Cover the Gap Between Warehouse Withdrawal Audits and Actual Purchases Following Methods Can Be Used Home Audit Approach Panel member agrees to permit an auditor to check the household stocks of certain product categories at regular intervals Mail Diary Method Panel member records the details of each purchase and returns the diary by mail at regular intervals

8 Advantages of Consumer Panels Can Provide Information On: Aggregate Sales Activity Brand Shares Shifts in Buyer Characteristics Shifts in Retail Outlets

9 Limitations of Consumer Panels Possibility of Selection Bias Mortality Effect Testing Effects

10 Scanner Services Scanner-Based Audit Services Benefits: High degree of accuracy Time saving Ability to study very short time periods of sales activity

11 RFID A new technology that may replace the bar codes. Utilizing a tiny silicon chip to store information; a small transmitter would then send this information to a scanner. RFID offers more benefits than a UPC, such as: The ability to store more information The ability to change the information on the tag The ability to transmit all the information on the chip to a scanner without clear line of sight

12 Single-source Systems Usually set up in self-contained communities with their own newspapers and cable TV and are roughly representative of the demographics of the country A test panel of community households is recruited and monitored

13 Advantages of Single Source Systems Availability of exclusive pre-test records Immediate availability of test results Ability to compare households prior to and after exposure to the message Ability to control settings

14 Expert Systems Based on Singlesource Services Since users of scanner data are flooded with massive amounts of data, expert systems are used to help the users understand the data quickly Examples of Expert Systems Are: Apollo Space Management Software Cover Story Sales Partner Promotion Stimulator Spotlight

15 Media Related Standardized Sources Nielsen Television Index (NTI) A system for estimating national T.V. audiences Arbitron Diary Panel Both regional and national radio and TV panels Starch Scores Print media Multi Media Services

16 Measurement Systems SMART PEOPLE METER Mechanics No wire connections Wired directly to TV and VCR tuners Research Methods Data retrieved by reading UTCP codes Telephone connections used to return data Method of Data Collection Reputation as: User logs in/out before and after watching TV Media measurement business serving the ratio industry User punches numerical code into data-entry device Foremost in TV ratings

17 Marketing Decision Support Systems A typical marketing manager receives some or all of following data: Factory shipments or order Syndicated aggregate (industry) data services Sales reports from sales personnel Consumer panel data Scanner data Demographic data Internal cost and budget data Purpose of MDSS is to combine marketing data from diverse sources into single database

18 Applications of Standardized Sources of Data Measuring Promotion Effectiveness Scanner data Diary panels Measuring Ad Exposure and Effectiveness Starch scores NTI Arbitron Multimedia services

19 Applications of Standardized Sources of Data (Cont.) Measuring Product Sales and Market Share Diary panels Retail audits Scanner data Internal records Estimation and Evaluation of Models Scanner data Starch scores Diary panels Internal records SIC

20 Applications of Standardized Sources of Data (Contd.) Measuring product sales and market share Measuring advertisement exposure and effectiveness Measuring promotion effectiveness Estimation And evaluation of models