Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition
Aaker,kumar, Day
Chapter Two
Marketing Research in
Practice
Marketing Research 8th Edition
Aaker,kumar, Day
Marketing Research in Practice
Programmatic Research

Develops market options through market segmentation,
market opportunity analysis, or consumer attitude and
product usage studies
Selective Research

Tests different decision alternatives such as new product
testing, advertising copy testing, pre-test marketing, and test
marketing
Evaluative Research

Evaluation of performance of programs
Marketing Research 8th Edition
Aaker,kumar, Day
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 8th Edition
Aaker,kumar, Day
Databases
Contain 3 types of information:
 1st type: Recurring day-to-day
information
 2nd type: Intelligence relevant to the
future strategy of the
business
 3rd type: Research studies that are
not of a recurring nature
Marketing Research 8th Edition
Aaker,kumar, Day
Decision Support Systems (DSS)
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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
To retrieve information
Provides a modeling function to help interpret
information retrieved
Marketing Research 8th Edition
Aaker,kumar, Day
Use of Information Systems (IS)
in Marketing Research

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IS emphasizes that market research should
part of systematic and continuous effort to
improve decision-making process
Marketing research used to close gaps in
data bank revealed by use of models and
IS
Marketing Research 8th Edition
Aaker,kumar, Day
Marketing Decision Support
System

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 8th Edition
Aaker,kumar, Day
Marketing Decision Support
Systems Cont..
Managers’ needs for decision relevant
information:
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Routine comparisons of current performance
against past trends on each of the key measures
of effectiveness
Periodic exception reports to assess which sales
territories or accounts have not matched
previous years’ purchases
Special analyses to evaluate the sales impact of
particular marketing programs, and to predict
what would happen if changes were made
Marketing Research 8th Edition
Aaker,kumar, Day
Marketing Decision Support
Systems Cont..
Characteristics of MDSS:
 Interactive
 Flexible
 Discovery oriented
 User friendly
Marketing Research 8th Edition
Aaker,kumar, Day
Marketing Decision Support
Systems Cont..
Four components of MDSS:
 Database
 Reports and Displays
 Analysis capabilities
 Models
Marketing Research 8th Edition
Aaker,kumar, Day
Gaining Insight from a MDSS
Manager
Modeling
Display
Analysis
Database
Environment
Marketing Research 8th Edition
Aaker,kumar, Day
Suppliers of Information

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Corporate or in-house marketing research
department
External suppliers
Marketing Research 8th Edition
Aaker,kumar, Day
Participants in Marketing Research
Activities
Information Users
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
Information Suppliers:
Inside Company
Information Suppliers:
Outside Company
• Marketing research department
• Research consultants
• Sales analysis group
• Marketing research suppliers
• Accounting department
• Advertising agencies
• Corporate strategic planning
Marketing Research 8th Edition
Aaker,kumar, Day
Information suppliers and services
Information
Supplier
Corporate Inhouse Supplier
Structured
(Independent
Department
Customized
Services
External
Supplier
Unstructured
(one or more
MR employees)
Standardized
Services
Field
Services
Syndicated
Services
Branded
Product/Services
Selective
Services
Marketing Research 8th Edition
Aaker,kumar, Day
Factors Influencing Choice of
Information Supplier

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Internal personnel may not have skills or
experience
Outside help may be called to boost
internal
capacity in response to
urgent deadline
Often it is cheaper to go outside
Marketing Research 8th Edition
Aaker,kumar, Day
Factors Influencing Choice of
Information Supplier (Contd.)
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Outside suppliers may have special
facilities or competencies which would be
costly to duplicate for a single study
Political considerations
Increased credibility of research used in
litigation or in proceedings before
regulatory or legislative bodies
Marketing Research 8th Edition
Aaker,kumar, Day
Type and Nature of Services
Customized

Work with individual clients
Syndicated

Routinely collect information on several different
issues and provide it to firms that subscribe to their
services (e.g.,Nielsen television index)
Standardized

Projects conducted in standard, prespecified manner
and supplied to several different clients. (e.g., Starch
readership surveys)
Marketing Research 8th Edition
Aaker,kumar, Day
Type and Nature of Services
(Contd.)
Field

Suppliers concentrate only on collecting data for
research projects
Selective

Specialize in just one or two aspects of marketing
research, mainly concerning data coding data,
editing or data analysis
Branded products / services

Develop specialized data collection and analyses
procedures to address specific of research problems
that they market as branded products
Marketing Research 8th Edition
Aaker,kumar, Day
Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised data,
advice, or conclusions:
1.
2.
3.
4.
A thorough search for companies with an expertise in the
area of study
Selection of a small number of bidders on basis of
recommendations of colleagues or others with similar needs
Personal interviews with potential project leaders, asking for
examples of previous work, their procedures for working
with clients, and they should provide references
Check of references on each potential supplier, with special
attention on expertise, creativity, and quality and adequacy
of resources available
Marketing Research 8th Edition
Aaker,kumar, Day
International Marketing
Research
Definition

International Marketing Research can be
defined as marketing research conducted to
aid in making decisions in more than one
country
Function

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Provides a systematic, planned approach to
the research process
Ensures all aspects of the research project are
consistent with each other
Marketing Research 8th Edition
Aaker,kumar, Day
International Market
Research Industry
Percentage of Worldwide Market
Research Expenditure Per Country
United States
39%
Japan
10%
Western Europe
40%
Rest of World
11%
Marketing Research 8th Edition
Aaker,kumar, Day
Career Opportunities in Marketing Research
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Marketing Research Analyst
Marketing Information manager
Project manager
Director of Market Research
Research Account manager
Research Analyst
Methodologist
Marketing Research 8th Edition
Aaker,kumar, Day