Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
1
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Chapter Six
Standardized Sources of
Marketing Data
Marketing
data
Sales
data
Advertising
data
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Surveys
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Growth of Standardized Sources
Contributing Factors:
 Multitude of information users having common information
needs
 When cost of satisfying individual user's need is prohibitive
 The increasing use of scanner systems at the check out
points
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Audits and Surveys: National Market Audit
 Bi-monthly audit focused on products irrespective of the
type of outlet carrying the product
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Retail Store Audits
 Every two months a team of auditors from a research firm
visits a sample of stores to count the inventory on hand and
record deliveries to the store since the last visit
Beginning inventory + deliveries – ending inventory = sales
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Nielsen Retail Index
 Nielsen’s auditing services cover four reporting groups:
 Grocery products
 Drugs
 Other merchandise
 Alcoholic beverages
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Contents of a Nielsen Store Audit Report
 Sales
 Distribution
 Selling prices
 Retailer support
 Media advertising
 Special analyses
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Consumer Purchase Panels
To cover the gap between store audits/warehouse withdrawal
services and actual purchases, two methods of data collection are
used:
Home Audit Approach
 Panel member agrees to permit an auditor to check the household stocks
of certain product categories at regular intervals
Mail Diary Method
 Panel member records the details of each purchase and returns the
diary by mail at regular intervals
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Advantages of Consumer Panels
 Can provide information on aggregate sales activity, brand shares,
shifts in buyer characteristics and types of retail outlets
 Knowledge of sequence of purchases makes it possible to
analyze:
 Heavy buyers and their characteristics
 Brand-switching rates and the extent of loyal buying
 Cumulative market penetration and repeat purchase rates for new
products
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Limitations of Consumer Panels
 Selection Bias
 Mortality Effect
 Testing Effects
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Scanner Services
Benefits of Scanner-Based Audit Services:
 High degree of accuracy
 Time saving
 Ability to study very short time periods of sales activity
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Scanner Services (cont.)
Weekly results from scanner service
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Scanner Services (cont.)
Weekly results from scanner service
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Applying Scanner Data
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RFID
 Radio Frequency Identification Technology may replace
the bar codes.
 Utilizes a tiny silicon chip to store information; a small
transmitter then sends this information to a scanner.
 Advantages over UPC:
 The ability to store more information
 The ability to change the information on the tag
 The ability to transmit all the information on the chip to a
scanner without clear line of sight
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Single-source Systems
 Usually set up in self-contained communities with their own
newspapers and cable TV and are roughly representative of
the demographics of the country
 A test panel of community households is recruited and
monitored for recording exposure to programming and
specific commercials
 Each member is provided an identification card for
presenting at scanner-equipped stores
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Process of Scanner Data Collection by IRI
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IRI
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Advantages and Disadvantages of
Single Source Systems
 Advantages
 Availability of extensive pre-test records
 Immediate availability of test results
 Ability to compare purchases of households prior to and after
exposure to the message
 Ability to control settings
 Disadvantages
 Can track purchases only at stores equipped with scanners
 No information on whether viewers actually watch or just leave
the TV on
 Chance of biased results
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Expert Systems Based on
Single-source Services
 Since users of scanner data are flooded with massive amounts of
data, expert systems are used to help the users understand the
data quickly
Examples of Expert Systems Are:
 Information Resources, Inc.
 Apollo Space Management Software
 Cover Story
 Sales Partner
 A. C. Nielsen
 Promotion Stimulator
 Spotlight
 Sales Advisor
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Media Related Standardized Sources
Nielsen Television Index (NTI)
 National T.V. audiences
Arbitron Diary Panel
 Both regional and national radio and TV panels
Starch Scores
 Print media
Multi Media Services
 Magazine, TV, newspaper, radio (Simmons Service)
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Nielsen Television Index (NTI)
 Rating – Percent of all households that have at least one TV set
turned to a program for at least 6 of every 15 minutes that the
program is telecast
 Share – Percent of households that have a TV set that is tuned to
a specific program at a specific time
Cost of a commercial
CPM =
Number of target audience delivered
A Nielsen viewing diary
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Media-related Standardized Sources (cont.)
SMART
PEOPLE METER
Mechanics
No wire connections
Wired directly to TV and
VCR tuners
Research
Methods
Data retrieved by reading
UTCP codes
Telephone connections
used to return data
Method of Data
Collection
User logs in/out before
and after watching TV
User punches numerical
code into data-entry device
Reputation
Media measurement
business serving the
radio industry
Foremost in TV ratings
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Applications of Standardized Data Sources
Measuring Promotion
Effectiveness
Measuring Ad Exposure and
Effectiveness
1. Scanner data
1. Starch scores
2. Diary Panels
2. NTI
3. Arbitron
4. Multimedia services
Measuring Product Sales and
Market Share
Estimation and Evaluation of
Models
1.
2.
3.
4.
5.
1.
2.
3.
4.
Diary panels
Retail audits
Scanner data
Internal records
NAICS
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Scanner data
Starch scores
Diary panels
Internal records
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