chapter 3 - marketing research
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Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Marketing ResearchMarketing Research
Aaker, Kumar, DayAaker, Kumar, Day
Eighth EditionEighth Edition
Instructor’s Presentation SlidesInstructor’s Presentation Slides
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Chapter ThreeChapter Three
The Marketing Research The Marketing Research ProcessProcess
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Overview of Marketing Research Overview of Marketing Research ProcessProcess
MR Process Evolves From Answers to Five MR Process Evolves From Answers to Five Key QuestionsKey Questions
WhyWhy should we do research? should we do research?
WhatWhat research should be done? research should be done?
Is itIs it worthworth doing the research? doing the research?
HowHow should the research be designed to achieve the should the research be designed to achieve the research objectives?research objectives?
WhatWhat will we do with the research? will we do with the research?
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Marketing Research ProcessMarketing Research Process
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
MARKETING PLANNING AND INFORMATION SYSTEM
Planning system
• Strategic plans
• Tactical plans
Information system
• Databases
• DSS
1. AGREE ON RESEARCH PROCESS
• Problems or opportunities
• Decision alternatives
• Research users
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
2. ESTABLISH RESEARCH OBJECTIVES
• Problems or opportunities
• Decision alternatives
• Research users
Estimate the value of information
Is benefit > cost
Do not conduct marketing research
NO
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
2. ESTABLISH RESEARCH OBJECTIVES
• Problems or opportunities
• Decision alternatives
• Research users
YES
5. COLLECT THE DATA
7. REPORT THE RESEARCH RESULTS AND PROVIDE STRATEGIC RECOMMENDATIONS
6. PREPARE AND ANALYZE THE DATA
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The International Marketing Research The International Marketing Research ProcessProcess
Marketing research process is consistent for Marketing research process is consistent for both domestic and international marketsboth domestic and international markets
Variety of market environments affect Variety of market environments affect international marketing research processinternational marketing research process
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Major Environmental Forces Major Environmental Forces Influencing International Marketing Influencing International Marketing
Research ProcessResearch Process Economic Environment Economic Environment
Social-cultural EnvironmentSocial-cultural Environment
Political and Legal Environment Political and Legal Environment
Technological, Multimedia and Infrastructural Technological, Multimedia and Infrastructural Facilities Facilities
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The Marketing Research ProcessThe Marketing Research Process
Step 1Step 1
Research PurposeResearch Purpose Problem or opportunity analysisProblem or opportunity analysis
Which problems or opportunities are anticipatedWhich problems or opportunities are anticipated
What is the scope of the problems and the possible reasons?What is the scope of the problems and the possible reasons?
Evaluation of decision alternativesEvaluation of decision alternatives What are the alternatives being studied?What are the alternatives being studied?
What are the criteria for choosing among the alternatives?What are the criteria for choosing among the alternatives?
Research usersResearch users Who are the decision makers?Who are the decision makers?
Are there any covert purposes?Are there any covert purposes?
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Kroger Opens Signature StoreKroger Opens Signature Store Kroger Co. is adding five new Signature stores in Kroger Co. is adding five new Signature stores in
Houston. More than 1,000 questionnaires were Houston. More than 1,000 questionnaires were sent to targeted area residents asking what kind of sent to targeted area residents asking what kind of features the respondents (or future customers) features the respondents (or future customers) would like to see included in a new supermarket would like to see included in a new supermarket in their neighborhood. Based on the surveys, in their neighborhood. Based on the surveys, Kroger added several variations:Kroger added several variations:
A larger selection of winesA larger selection of wines A sit-down coffee barA sit-down coffee bar The largest all-natural food sectionThe largest all-natural food section U-Scan Express aislesU-Scan Express aisles
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The Marketing Research Process The Marketing Research Process (Contd.)(Contd.)
Step 2Step 2
Research ObjectiveResearch Objective A statement, in as precise terminology as possible, of A statement, in as precise terminology as possible, of
what information is neededwhat information is needed Should be framed to ensure information obtained will Should be framed to ensure information obtained will
satisfy research purposesatisfy research purpose Research QuestionResearch Question Hypothesis DevelopmentHypothesis Development Research BoundariesResearch Boundaries
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The Marketing Research Process The Marketing Research Process (Contd.)(Contd.)
Research QuestionResearch Question Asks what specific information is required to Asks what specific information is required to
achieve the research purposeachieve the research purpose Sample questions to determine if a specific Sample questions to determine if a specific
advertisement should be run:advertisement should be run: Will the advertisement be noticed?Will the advertisement be noticed? Will it be interpreted accurately?Will it be interpreted accurately? Will it influence attitudes?Will it influence attitudes?
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The Marketing Research Process The Marketing Research Process (Contd.)(Contd.)
Hypothesis DevelopmentHypothesis Development A possible answer to a research question.A possible answer to a research question.
Generating a hypothesisGenerating a hypothesis Draw on previous research effortsDraw on previous research efforts Borrow from other disciplines such as:Borrow from other disciplines such as:
PsychologyPsychology SociologySociology MarketingMarketing EconomicsEconomics
Manager’s experience with related problems, coupled with Manager’s experience with related problems, coupled with knowledge and the use of judgmentknowledge and the use of judgment
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Source• Theory
• Management experience
• Exploratory research
Research Question Hypothesis
Research Purpose
Research Design
Research Objective
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The Marketing Research Process The Marketing Research Process (Contd.)(Contd.)
Step 3Step 3
Estimating the Value of InformationEstimating the Value of Information Value depends on:Value depends on:
Importance of decisionImportance of decision
Uncertainty that surrounds itUncertainty that surrounds it
Influence of research information on the decisionInfluence of research information on the decision
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Case B
Case A
$ 4 million
$ 1 million
$ 4 million
-$ 2.5 million
Success
Success
Failure
Failure
Introduce
Introduce
Introduce
Introduce
Do not
Do not
Illustrative Decision Models
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
What is an HMO?What is an HMO?A health maintenance organization that involves fixed A health maintenance organization that involves fixed monthly payments directly to a group of doctors or a clinic monthly payments directly to a group of doctors or a clinic that is then responsible for all the health needs covered by that is then responsible for all the health needs covered by the plan.the plan.
AdvantagesAdvantages Total annual cost of an HMO to the consumer is lower than for Total annual cost of an HMO to the consumer is lower than for
group insurance plansgroup insurance plans Flat-fee formula discourages doctors from hospitalizing patients Flat-fee formula discourages doctors from hospitalizing patients
for longer than necessaryfor longer than necessary Emphasis on preventative care produces fewer seriously ill Emphasis on preventative care produces fewer seriously ill
patients.patients.
Disadvantages Disadvantages Restriction of the choice of physicians and hospitals to those Restriction of the choice of physicians and hospitals to those
affiliated with the HMOaffiliated with the HMO
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
The International Marketing Research The International Marketing Research ProcessProcess
Avoid mistakes:Avoid mistakes: Profile you target customers and clientsProfile you target customers and clients Interview target segments to assess how well they match your Interview target segments to assess how well they match your
preconceived ideaspreconceived ideas Hire local researchers Hire local researchers Use a variety of methods to get a well-rounded pictureUse a variety of methods to get a well-rounded picture
Qualitative methodsQualitative methods Quantitative methodsQuantitative methods
Look at the findings and analyze what must be done Look at the findings and analyze what must be done differently, abroad or internationally, in comparison with differently, abroad or internationally, in comparison with current domestic marketing activitiescurrent domestic marketing activities
Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day
Framing Research Questions in an Framing Research Questions in an International EnvironmentInternational Environment
Possible questions:Possible questions: Do opportunities exist for entry into foreign markets?Do opportunities exist for entry into foreign markets? Which foreign markets warrant detailed investigation?Which foreign markets warrant detailed investigation? What are the major economic, political, legal, and other What are the major economic, political, legal, and other
environmental facts in each potential country?environmental facts in each potential country? What mode of entry does the company plan to adopt?What mode of entry does the company plan to adopt? What is the market potential in these countries?What is the market potential in these countries? Who are the firm’s present and potential customers?Who are the firm’s present and potential customers? What is the nature of competition in the foreign market?What is the nature of competition in the foreign market? What kind of strategy should the firm adopt?What kind of strategy should the firm adopt?
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