Marketing Research

Aaker, Kumar, Day

Eighth Edition
Instructor’s Presentation Slides

Marketing Research 8th Edition

Aaker, Kumar, Day
 Chapter One

A Decision Making
Perspective on
Marketing Intelligence

Marketing Research 8th Edition

Aaker, Kumar, Day
 Business Intelligence
 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

Marketing Intelligence HR Intelligence Operations Intelligence
Intelligence

Marketing Research

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
 Need for Marketing Intelligence
 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
 Marketing Research
 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
 Role of Market Research
 Specifies information required
 Designs method for collecting information
 Manages and implements data collection
process
 Interprets results & communicates
findings

Marketing Research 8th Edition

Aaker, Kumar, Day
Marketing 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 marketing
decision making
MIS Uses 3 Types of Information
 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
 Role of Marketing Research in
Managerial Decision Making

Four Stages of Market Planning Process

 Situation analysis
 Strategy development
 Marketing program development
 Implementation

Marketing Research 8th Edition

Aaker, Kumar, Day
 Situation Analysis
Analysis of
 Market environment
 Market characteristics
 Consumer behavior
Research Approaches
 Organize information obtained from prior
studies (secondary)
 Focus groups
Marketing Research 8th Edition
Aaker, Kumar, Day
 Strategy Development
Market Research Provides Information to
Assist Management With Three Critical
Decisions
 What business should we be in?
 How will we compete?
 What are the objectives for the business?

Marketing Research 8th Edition

Aaker, Kumar, Day
Marketing Program Development

 Programs embrace specific tasks

 Action program usually focuses on a
single objective in support of one element
of overall business strategy

Marketing Research 8th Edition

Aaker, Kumar, Day
 Implementation
 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
 Factors Influencing Marketing
Research Decisions

 Relevance
 Type and Nature of Information Sought
 Timing
 Availability of Resources
 Cost-benefit Analysis

Marketing Research 8th Edition

Aaker, Kumar, Day
 Ethics in Marketing Research
Ethics of the Sponsor
 Overt and covert purposes
 Dishonesty in dealing with suppliers
 Misuse of research information
Ethics of the Supplier
 Violating client confidentiality
 Improper execution of research
Respondents Abuse
 Falsifying answers
Marketing Research 8th Edition
Aaker, Kumar, Day
 Conquering Latino Homes
 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
 P & G Luring Women with their
Feminine Toothpaste
 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
 Daimler Chrysler Exploring New
Markets
 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
 Understand the environment and the market
Situation Identify threats and opportunities
Analysis Assess the competitive position

Define the business scope and served market

Strategy segments
Development Establish competitive advantages
Set performance objectives.

Product and channel decision

Marketing
Communication decisions
Program
Pricing
Development Personal selling decisions

Performance monitoring
Implementation Refining strategies and program

Marketing Research 8th Edition

Aaker, Kumar, Day ©