marketing research
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Chapter Five
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Standardized Sources of Marketing Data
Marketing Research 10th Edition http://www.drvkumar.com/mr10/
Advertisingdata
Sales data
Surveys
Marketingdata
Growth of Standardized Sources
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Contributing Factors:
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
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
Consumer Purchase PanelsTo 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 & Limitations of Consumer Panels
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Scanner Services
Benefits of Scanner-Based Audit Services:
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Scanner Services (cont.)
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Weekly results from scanner service
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Weekly results from scanner service
Applying scanner data
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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Subscriber
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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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
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delivered audience target ofNumber
commercial a ofCost CPM
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