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

Marketing Research 8th Edition
Aaker, Kumar, Day

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BI is the ability to access data from multiple sources within an organization for the purpose of analysis.
It links the disparate operation systems to the end users of the data, thus creating an environment with free flow of information.
It offers a reliable barometer of the business performance.
The applications of BI tools are immense and can be profitable across different functions of an organization.
Marketing Research 8th Edition
Aaker, Kumar, Day

Business Intelligence
Finance & Accounting
Intelligence
Marketing Intelligence
Marketing Research
HR Intelligence
Define problem & info. needs
Look for existing data
Design study
Collect & Analyze data
Use & Report data for decision making
Back-End Analysis
Marketing Research 8th Edition
Aaker, Kumar, Day
Operations Intelligence

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MI focuses on the use of information as a source of strategic advantage.
Need to have a thorough knowledge of customers, their attitudes, tastes and preferences.
Need to analyze competition for benchmarking and making price, product, market and segment decisions.
Marketing Research 8th Edition
Aaker, Kumar, Day

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Marketing Research, a critical part of Marketing
Intelligence helps by providing accurate, relevant and timely (ART) information.
Function of Marketing Research is to link an organization to its market through information
Identify and define marketing opportunity and problems
Generate, redefine and evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing as a process
Marketing Research 8th Edition
Aaker, Kumar, Day

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Specifies information required
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Designs method for collecting information
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Manages and implements data collection process
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Interprets results & communicates findings
Marketing Research 8th Edition
Aaker, Kumar, Day

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A continuing and interacting structure of people, equipment and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information to marketing decision making
MIS Uses 3 Types of Information
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Recurring market and accounting data from market analysis and accounting activities
Intelligence relevant to future strategy of business
Marketing research studies not of a recurring nature
Marketing Research 8th Edition
Aaker, Kumar, Day

Four Stages of Market Planning Process
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Situation analysis
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Strategy development
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Marketing program development
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Implementation
Marketing Research 8th Edition
Aaker, Kumar, Day

Analysis of
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Market environment
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Market characteristics
Consumer behavior
Research Approaches
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Organize information obtained from prior studies (secondary)
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Focus groups
Marketing Research 8th Edition
Aaker, Kumar, Day

Market Research Provides Information to
Assist Management With Three Critical
Decisions
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What business should we be in?
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How will we compete?
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What are the objectives for the business?
Marketing Research 8th Edition
Aaker, Kumar, Day

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Programs embrace specific tasks
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Action program usually focuses on a single objective in support of one element of overall business strategy
Marketing Research 8th Edition
Aaker, Kumar, Day

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Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued, discontinued, revised or expanded?"
Marketing Research 8th Edition
Aaker, Kumar, Day

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Relevance
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Type and Nature of Information Sought
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Timing
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Availability of Resources
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Cost-benefit Analysis
Marketing Research 8th Edition
Aaker, Kumar, Day

Ethics of the Sponsor
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Overt and covert purposes
Dishonesty in dealing with suppliers
Misuse of research information
Ethics of the Supplier
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Violating client confidentiality
Improper execution of research
Respondents Abuse
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Falsifying answers
Marketing Research 8th Edition
Aaker, Kumar, Day

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Hispanics account for nearly 13% of the U.S. population.
Research shows that Latino households spend
$600 billion of $1.3 trillion purchasing power of multicultural population.
In 1998 only 2.5% of total advertising dollars in the United States was focused on Latinos.
By 2050, Hispanic population would represent
25% of US population.
Who can tell me what the problem is?
Marketing Research 8th Edition
Aaker, Kumar, Day

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P & G has came out with “Rejuvenating Effects” a gender specific toothpaste targeting the female customers, who do 82% of the grocery shopping.
The flavor and package of the product was decided on the basis of the results from a customer survey filled out by women.
Though, the product is priced slightly higher than the other brands P & G hopes to make women think about the toothpaste in the same light as skin care lotions and shampoo.
Who thinks they were right to try.
Marketing Research 8th Edition
Aaker, Kumar, Day

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Daimler Chrysler entered the small car segment with
Java in response to the increased demand for small fuel efficient cars.
They envision a three car plan with an ultra small car at the bottom end, Java in the middle range and
Mercedes A- class at the very top.
The company’s marketing research indicated that
Java would be a success due to high demand and as the resultant pollution from small cars is low.
Who thinks they were right to try
Marketing Research 8th Edition
Aaker, Kumar, Day

Situation
Analysis
Strategy
Development
Marketing
Program
Development
Implementation
Understand the environment and the market
Identify threats and opportunities
Assess the competitive position
Define the business scope and served market segments
Establish competitive advantages
Set performance objectives.
Product and channel decision
Communication decisions
Pricing
Personal selling decisions
Performance monitoring
Refining strategies and program
Marketing Research 8th Edition
Aaker, Kumar, Day
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