Transcript Marketing Research

Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
1
Chapter Twenty-four
Traditional Applications of Marketing
Intelligence
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Phases in New Product Research
Concept Generation
Need Identification
Concept Identification
Concept Evaluation and Development
Product Evaluation and Development
Testing the Marketing Program
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Concept Generation
Need Identification
 Perceptual maps
 Social and environmental trends
 Benefit structure analysis
 Product users
 Focus-group interviews
 Lead user analysis
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Concept Generation (contd.)
Concept Identification
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Are there any major flaws in the concept?
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What consumer segments might be attracted to it?
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Is there enough interest to warrant developing it further?
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How might it be altered or developed further?
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How are the concepts exposed?
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To whom are the concepts exposed?
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To what are they compared?
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What questions are asked?
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Product Evaluation And Development
 Use Testing
 Virtual Product Testing
 Blind use test
 Predicting Trial Purchase
 Pre-test Marketing
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Pretest Marketing Example
The ASSESSOR Laboratory Test Market Research Design and Measurement
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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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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 addons
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Pricing Research
 Gabor and Grainger method
 Multi-brand choice method
 Research for Profit-oriented Pricing
 Research for Share-oriented Pricing
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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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Distribution Research
Warehouse and Retail Location Research
 Center-of-gravity Simulation
 Computerized Simulation Models
 Catchment Area Analysis
 Outlet Location Research
Center-of-gravity warehouse
location to serve five retail
stores.
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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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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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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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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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Advertising Research (Contd.)
Media Research
 Measuring print vehicle audiences
 Recent-reading method
 Reading-habit method
 Measuring broadcast vehicles audiences
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Sales Promotion Research
Promotional Tools
 Price Discounts
 Features
 Displays
 Coupons / Rebates
 Sweepstakes
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Sales Promotion Research (Contd.)
Promotional Strategy
 Hi-lo
 Every Day Low Price (EDLP)
A schematic framework of the major types of sales promotion.
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Sales Promotion Research (Contd.)
Specific Sales Promotional Tools
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