1 / 22

Marketing Research

Marketing Research. Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides. Chapter Two. Marketing Research in Practice. Marketing Research in Practice. Marketing Research 10th Edition. http://www.drvkumar.com/mr10/. Information System.

cyma
Download Presentation

Marketing Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Research Aaker, Kumar, Day and Leone Tenth Edition Instructor’s Presentation Slides

  2. http://www.drvkumar.com/mr10/ Chapter Two Marketing Research in Practice

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

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

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

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

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

  8. Marketing Decision Support Systems (Cont.) Managers’ need for decision-relevant information: Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  9. Characteristics of MDSS Marketing Research 10th Edition http://www.drvkumar.com/mr10/

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

  11. Components of MDSS (Contd.) Manager Modeling Display Analysis Database Environment Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  12. Comparison of Brand Performance with Industry Trend Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  13. Change in Beta’s Gaining Insights from a MDSS Regional Market Share Changes – Alpha and Delta Regional Market Share Changes – Alpha and Beta Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  14. 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 • Sales analysis group • Accounting department • Corporate strategic planning • Research consultants • Marketing research suppliers • Advertising agencies Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  15. Information Suppliers and Services Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  16. Factors Influencing Choice of Information Supplier Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  17. Growth in Research Spending in United States Source: Jack Honomichl, “Top 50 Report,” Marketing News, June 30, 2009: 13 Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  18. Type and Nature of Services Customized Services • Work with individual clients SyndicatedServices • Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index) StandardizedServices • Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey) Marketing Research 10th Edition http://www.drvkumar.com/mr10/

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

  20. Criteria For Selecting External Suppliers Steps in deciding if supplier can deliver promised data, advice, or conclusions: Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  21. International Market Research Industry Percentage of Worldwide Market Research Expenditure Per Country United States 60% United Kingdom 18% Japan 3% Rest of World 19% Source: Jack Honomichl, “Top firms consolidated grip on industry,” Marketing News, August 15, 2008: H2 Marketing Research 10th Edition http://www.drvkumar.com/mr10/

  22. Career Opportunities in Marketing Research • Marketing ResearchAnalyst • Marketing InformationManager • Project Manager • Director of MarketResearch • ResearchAccountManager • ResearchAnalyst • Methodologist Marketing Research 10th Edition http://www.drvkumar.com/mr10/

More Related