Marketing Research

Aaker, Kumar, Day

Ninth Edition
Instructors Presentation Slides
1
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Chapter Twenty-four
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Traditional Applications of Marketing
Intelligence
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Phases in New Product Research
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Concept Generation
Need Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program

Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Concept Generation
Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis

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Need Identification
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Concept Generation (Contd.)
Are there any major flaws in the concept?
What consumer segments might be attracted to it?
Is there enough interest to warrant developing it further?
How might it be altered or developed further?
How are the concepts exposed?
To whom are the concepts exposed?
To what are they compared?
What questions are asked?


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Concept Identification
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Product Evaluation And Development
Use Testing
Virtual Product Testing
Blind use test

Predicting Trial Purchase

Pre-test Marketing
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Pretest Marketing Example
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The ASSESSOR Laboratory Test Market Research Design and Measurement
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Test Marketing
Sell-in test markets
Controlled Distribution Scanner Markets (CDSM)

Selecting the test cities
Representativeness
Data availability
Media isolation and costs
Product flow
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Really New Products
Create or expand a new category, thereby making cross-category
competition the key (e.g., fruit teas versus soft drinks)

Are new to customers, for whom substantial learning is often required
(i.e., what it can be used for, what it competes with, why it is useful)

Raise broad issues such as appropriate channels of distribution and
organizational responsibility

Create (sometimes) a need for infrastructure, software, and add-ons

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Pricing Research
Gabor and Grainger method
Multi-brand choice method
Research for Profit-oriented Pricing
Research for Share-oriented Pricing
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Pricing Research (Contd.)
The pricing pattern that is adopted for increasing market share is to:
Offer a lower price (even below cost) when entering the market.
Hold that price constant until unit costs produce a desired percentage
markup.
Reduce price as costs fall to maintain markup at the same desired
percentage of costs.

The types of information required for this pricing method are
The nature of the experience curve.
Breakeven points.
Cost of units sold to additional market segments.
Competitor costs.
Forecast of the decline stage of the product life cycle.

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Distribution Research
Warehouse and Retail Location Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis
Outlet Location Research
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Center-of-gravity warehouse
location to serve five retail
stores.
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Distribution Research (Contd.)
Number and Location of Sales Representatives
Sales effort approach

Statistical analysis of sales data

Field experiments

Computerized models of sales force size and allocation by market
and by product line
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Advertising Research
Criteria
Recognition

Recall
Day-After Recall (DAR) measure on-air test

Persuasion
Forced exposure, brand preference change test
Clutter/awareness score
Attitude-shift measure

Impact on purchase behavior
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Advertising Research (Contd.)
Sample diagnostic questions:
Comprehension of message or slogan

Communication of secondary copy ideas

Evaluation of demonstrations, spokesperson, message

Perception of brand uniqueness or brand differentiation

Irritating or confusing elements

Viewer involvement

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Advertising Research (Contd.)
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests


Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement



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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Advertising Research (Contd.)
Media Research

Measuring print vehicle audiences
Recent-reading method
Reading-habit method

Measuring broadcast vehicles audiences
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Sales Promotion Research
Promotional Tools

Price Discounts

Features

Displays

Coupons / Rebates

Sweepstakes
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Sales Promotion Research (Contd.)
Promotional Strategy

Hi-lo
Every Day Low Price (EDLP)
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A schematic framework of the major types of sales promotion.
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Sales Promotion Research (Contd.)
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Specific Sales Promotional Tools