Essentials of Marketing Research (Second Edition)

1. Essentials of Marketing Research (Second Edition) Kumar, Aaker & Day Instructor’s Presentation Slides Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

2. Chapter Sixteen Applications of Marketing Research Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

3. New Product Research New Product Research Process • Generation of new product concepts • Evaluation and development of those concepts • Evaluation and development of the actual products • Testing in the context of the marketing program Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

4. New Product Research (Contd.) Need Identification • Perceptual maps • Social and environmental trends • Benefit structure analysis • Product users • Focus-group interviews • Lead user analysis Concept Identification Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

5. New Product Research (Contd.) Concept Evaluation And Development Use Testing • Blind use test Predicting Trial Purchase Pre-test Marketing Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

6. New Product Research (Contd.) Test Marketing • Designing the sell-in market test • Selecting the test cities • Implementing and controlling the test • Timing • Measurement • Costs of a test market Controlled Distribution Scanner Markets (CDSM) Projecting Trial, Repeat and Usage Rate Using Panel Data Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

7. Pricing Research • Gabor and grainger method • Multi-brand choice method • Research for Profit-oriented Pricing • Research for Share-oriented Pricing Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

8. Distribution Research Warehouse and Retail Location Research • Center-of-gravity Simulation • Computerized Simulation Models • Catchment Area Analysis • Outlet Location Research Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

9. 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 Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

10. Advertising Research Criteria • Recognition • Recall • Persuasion • Forced exposure, brand preference change • On-air tests -- brand preference change Customized Measures of Communication / Attitude Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

11. Advertising Research (Contd.) Purchase Behavior • Coupon stimulated purchasing • Split-cable tests Tracking Studies Diagnostic Testing Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

12. Advertising Research (Contd.) Copy Test Validity • Qualitative Research • Audience Impressions of the Ad • Adjective Checklist • Eye Movement • Physiological Measurement Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

13. Advertising Research (Contd.) Budget Decision Media Research • Measuring print vehicle audiences • Measuring broadcast vehicles audiences Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

14. Brand Equity • Defined as a set of brand assets and liabilities linked to a brand, its name and symbol, that add or subtract from the value provided by the product The Assets Are • Brand Loyalty • Name Awareness • Perceived Quality • Brand Associations • Other Proprietary Brand Assets Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

15. Measuring Brand Equity • Excess Price Approach • Replacement Cost Approach • Stock Price Approach • Future Earnings Approach Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

16. Customer Satisfaction • Customer satisfaction research should be done at planned intervals so as to track satisfaction over time Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

17. Customer Satisfaction (Contd.) Measurement Process • Define goals and specify how information will be used • Discover what is important to customers and employees • Measure critical needs • Act on the information • Measure performance over time Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

18. Total Quality Management • The process of managing complex change in the organization with the aim of quality improvement Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

19. Total Quality Management (Contd.) The Characteristics of an Organization That Has Successfully Implemented TQM • Everyone in the organization must be trained and educated continuously • Establishment of quantifiable measures of progress • Formation of cross functional teams that are empowered and motivated • Use of formal tools, techniques to maintain quality Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

20. Information Requirements • Measurement must be specific • Track the correct measure • Measure the outputs of the highest value to the customer • Measure process and results • Anticipate future customer and process requirements Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

21. Database Marketing • Database • Definition • Need • Elements • Marketing Databases for Marketing Intelligence Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

22. Ways to Gather Consumer Data • Rebate Cards • Suggestion Cards • Warranty Registration Cards • Free Subscription Offer Cards • Directly Ask Consumers Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

23. Types of Databases • Active • Inactive • Inquiries • Value Added Databases • Overlay of Information Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

24. Identifying Most Profitable Customers • Recency of Purchase • Frequency of Purchase • Monetary Value of Purchase • Validating Prospect Profiles • Benefits of Database Marketing Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day

25. Relationship Marketing Relationship Marketing Incorporates Three Elements • Identifying and building a database of current and potential consumers which records and cross-references a wide range of demographic and purchase information • Delivering differential messages to these people through established and new media channels based on consumers' characteristics and preferences • Tracking each relationship to monitor the cost of acquiring the consumer and Essentials of Marketing Research, Second Edition Kumar ,Aaker & Day