marketing research - wordpress.com€¦ · marketing research 8th edition aaker, kumar, day the...
TRANSCRIPT
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Research
Aaker, Kumar, Day
Eighth Edition
Instructor’s Presentation Slides
Marketing Research 8th Edition
Aaker, Kumar, Day
Chapter Three
The Marketing Research
Process
Marketing Research 8th Edition
Aaker, Kumar, Day
Overview of Marketing Research
Process
MR Process Evolves From Answers to Five
Key Questions
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to achieve the
research objectives?
What will we do with the research?
Marketing Research 8th Edition
Aaker, Kumar, Day
Marketing Research Process
Marketing Research 8th Edition
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
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
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
Aaker, Kumar, Day
The International Marketing Research
Process
Marketing research process is consistent for
both domestic and international markets
Variety of market environments affect
international marketing research process
Marketing Research 8th Edition
Aaker, Kumar, Day
Major Environmental Forces
Influencing International Marketing
Research Process
Economic Environment
Social-cultural Environment
Political and Legal Environment
Technological, Multimedia and Infrastructural
Facilities
Marketing Research 8th Edition
Aaker, Kumar, Day
The Marketing Research Process
Step 1
Research Purpose
Problem or opportunity analysis
Which problems or opportunities are anticipated
What is the scope of the problems and the possible reasons?
Evaluation of decision alternatives
What are the alternatives being studied?
What are the criteria for choosing among the alternatives?
Research users
Who are the decision makers?
Are there any covert purposes?
Marketing Research 8th Edition
Aaker, Kumar, Day
Kroger Opens Signature Store
Kroger Co. is adding five new Signature stores in Houston. More than 1,000 questionnaires were sent to targeted area residents asking what kind of features the respondents (or future customers) would like to see included in a new supermarket in their neighborhood. Based on the surveys, Kroger added several variations:
A larger selection of wines
A sit-down coffee bar
The largest all-natural food section
U-Scan Express aisles
Marketing Research 8th Edition
Aaker, Kumar, Day
The Marketing Research Process
(Contd.) Step 2
Research Objective
A statement, in as precise terminology as possible, of what information is needed
Should be framed to ensure information obtained will satisfy research purpose
Research Question
Hypothesis Development
Research Boundaries
Marketing Research 8th Edition
Aaker, Kumar, Day
The Marketing Research Process
(Contd.)
Research Question
Asks what specific information is required to
achieve the research purpose
Sample questions to determine if a specific
advertisement should be run:
Will the advertisement be noticed?
Will it be interpreted accurately?
Will it influence attitudes?
Marketing Research 8th Edition
Aaker, Kumar, Day
The Marketing Research Process
(Contd.)
Hypothesis Development
A possible answer to a research question.
Generating a hypothesis
Draw on previous research efforts
Borrow from other disciplines such as:
Psychology
Sociology
Marketing
Economics
Manager’s experience with related problems, coupled with
knowledge and the use of judgment
Marketing Research 8th Edition
Aaker, Kumar, Day
Source
• Theory
• Management experience
• Exploratory research
Research
Question Hypothesis
Research
Purpose
Research
Design
Research
Objective
Marketing Research 8th Edition
Aaker, Kumar, Day
The Marketing Research Process
(Contd.)
Step 3
Estimating the Value of Information
Value depends on:
Importance of decision
Uncertainty that surrounds it
Influence of research information on the decision
Marketing Research 8th Edition
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
Aaker, Kumar, Day
What is an HMO? A health maintenance organization that involves fixed
monthly payments directly to a group of doctors or a clinic that is then responsible for all the health needs covered by the plan.
Advantages
Total annual cost of an HMO to the consumer is lower than for group insurance plans
Flat-fee formula discourages doctors from hospitalizing patients for longer than necessary
Emphasis on preventative care produces fewer seriously ill patients.
Disadvantages
Restriction of the choice of physicians and hospitals to those affiliated with the HMO
Marketing Research 8th Edition
Aaker, Kumar, Day
The International Marketing Research
Process
Avoid mistakes:
Profile you target customers and clients
Interview target segments to assess how well they match your
preconceived ideas
Hire local researchers
Use a variety of methods to get a well-rounded picture
Qualitative methods
Quantitative methods
Look at the findings and analyze what must be done
differently, abroad or internationally, in comparison with
current domestic marketing activities
Marketing Research 8th Edition
Aaker, Kumar, Day
Framing Research Questions in an
International Environment
Possible questions:
Do opportunities exist for entry into foreign markets?
Which foreign markets warrant detailed investigation?
What are the major economic, political, legal, and other environmental facts in each potential country?
What mode of entry does the company plan to adopt?
What is the market potential in these countries?
Who are the firm’s present and potential customers?
What is the nature of competition in the foreign market?
What kind of strategy should the firm adopt?