Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides
Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides 1 http://www.drvkumar.com/mr9/ Chapter Six Standardized Sources of Marketing Data Marketing data Sales data Advertising data Marketing Research 9th Edition Aaker, Kumar, Day Surveys 2 http://www.drvkumar.com/mr9/ Growth of Standardized Sources Contributing 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 Marketing Research 9th Edition Aaker, Kumar, Day 3 http://www.drvkumar.com/mr9/ Audits and Surveys: National Market Audit Bi-monthly audit focused on products irrespective of the type of outlet carrying the product Marketing Research 9th Edition Aaker, Kumar, Day 4 http://www.drvkumar.com/mr9/ 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 Marketing Research 9th Edition Aaker, Kumar, Day 5 http://www.drvkumar.com/mr9/ Nielsen Retail Index Nielsen’s auditing services cover four reporting groups: Grocery products Drugs Other merchandise Alcoholic beverages Marketing Research 9th Edition Aaker, Kumar, Day 6 http://www.drvkumar.com/mr9/ Contents of a Nielsen Store Audit Report Sales Distribution Selling prices Retailer support Media advertising Special analyses Marketing Research 9th Edition Aaker, Kumar, Day 7 http://www.drvkumar.com/mr9/ Consumer Purchase Panels To cover the gap between store audits/warehouse withdrawal services and actual purchases, two methods of data collection are 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 Marketing Research 9th Edition Aaker, Kumar, Day 8 http://www.drvkumar.com/mr9/ Advantages of Consumer Panels Can provide information on aggregate sales activity, brand shares, shifts in buyer characteristics and types of retail outlets Knowledge of sequence of purchases makes it possible to analyze: Heavy buyers and their characteristics Brand-switching rates and the extent of loyal buying Cumulative market penetration and repeat purchase rates for new products Marketing Research 9th Edition Aaker, Kumar, Day 9 http://www.drvkumar.com/mr9/ Limitations of Consumer Panels Selection Bias Mortality Effect Testing Effects Marketing Research 9th Edition Aaker, Kumar, Day 10 http://www.drvkumar.com/mr9/ Scanner Services Benefits of Scanner-Based Audit Services: High degree of accuracy Time saving Ability to study very short time periods of sales activity Marketing Research 9th Edition Aaker, Kumar, Day 11 http://www.drvkumar.com/mr9/ Scanner Services (cont.) Weekly results from scanner service Marketing Research 9th Edition Aaker, Kumar, Day 12 http://www.drvkumar.com/mr9/ Scanner Services (cont.) Weekly results from scanner service Marketing Research 9th Edition Aaker, Kumar, Day 13 http://www.drvkumar.com/mr9/ Applying Scanner Data Marketing Research 9th Edition Aaker, Kumar, Day 14 http://www.drvkumar.com/mr9/ RFID Radio Frequency Identification Technology may replace the bar codes. Utilizes a tiny silicon chip to store information; a small transmitter then sends this information to a scanner. Advantages over UPC: 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 Marketing Research 9th Edition Aaker, Kumar, Day 15 http://www.drvkumar.com/mr9/ 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 for recording exposure to programming and specific commercials Each member is provided an identification card for presenting at scanner-equipped stores Marketing Research 9th Edition Aaker, Kumar, Day 16 http://www.drvkumar.com/mr9/ Process of Scanner Data Collection by IRI Marketing Research 9th Edition Aaker, Kumar, Day IRI 17 http://www.drvkumar.com/mr9/ Advantages and Disadvantages of Single Source Systems Advantages Availability of extensive pre-test records Immediate availability of test results Ability to compare purchases of households prior to and after exposure to the message Ability to control settings Disadvantages Can track purchases only at stores equipped with scanners No information on whether viewers actually watch or just leave the TV on Chance of biased results Marketing Research 9th Edition Aaker, Kumar, Day 18 http://www.drvkumar.com/mr9/ Expert Systems Based on Single-source 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: Information Resources, Inc. Apollo Space Management Software Cover Story Sales Partner A. C. Nielsen Promotion Stimulator Spotlight Sales Advisor Marketing Research 9th Edition Aaker, Kumar, Day 19 http://www.drvkumar.com/mr9/ Media Related Standardized Sources Nielsen Television Index (NTI) National T.V. audiences Arbitron Diary Panel Both regional and national radio and TV panels Starch Scores Print media Multi Media Services Magazine, TV, newspaper, radio (Simmons Service) Marketing Research 9th Edition Aaker, Kumar, Day 20 http://www.drvkumar.com/mr9/ Nielsen Television Index (NTI) Rating – Percent of all households that have at least one TV set turned to a program for at least 6 of every 15 minutes that the program is telecast Share – Percent of households that have a TV set that is tuned to a specific program at a specific time Cost of a commercial CPM = Number of target audience delivered A Nielsen viewing diary Marketing Research 9th Edition Aaker, Kumar, Day 21 http://www.drvkumar.com/mr9/ Media-related Standardized Sources (cont.) 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 User logs in/out before and after watching TV User punches numerical code into data-entry device Reputation Media measurement business serving the radio industry Foremost in TV ratings Marketing Research 9th Edition Aaker, Kumar, Day 22 http://www.drvkumar.com/mr9/ Applications of Standardized Data Sources Measuring Promotion Effectiveness Measuring Ad Exposure and Effectiveness 1. Scanner data 1. Starch scores 2. Diary Panels 2. NTI 3. Arbitron 4. Multimedia services Measuring Product Sales and Market Share Estimation and Evaluation of Models 1. 2. 3. 4. 5. 1. 2. 3. 4. Diary panels Retail audits Scanner data Internal records NAICS Marketing Research 9th Edition Aaker, Kumar, Day 23 Scanner data Starch scores Diary panels Internal records http://www.drvkumar.com/mr9/
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