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Marketing ResearchAaker, Kumar, Day and LeoneTenth EditionInstructor’s Presentation Slides

Chapter Two

Marketing Research in Practice

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/

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


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


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


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


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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