Marketing Research

Marketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Seventh EditionSeventh Edition

Instructor’s Presentation Instructor’s Presentation SlidesSlides

Chapter Three

The Marketing Research The Marketing Research ProcessProcess

Marketing Research 7th 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 Process


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


2. ESTABLISH RESEARCH OBJECTIVES



• Research users

Estimate the value of information

Is benefit > cost

Do not conduct marketing research

NO


2. ESTABLISH RESEARCH OBJECTIVES



• Research users

YES

5. COLLECT THE DATA

7. REPORT THE RESEARCH RESULTS AND PROVIDE STRATEGIC RECOMMENDATIONS

6. PREPARE AND ANALYZE THE DATA


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


Major Environmental Forces Influencing International

Marketing Research Process

Economic Environment

Social-cultural Environment

Political and Legal Environment

Technological, Multimedia and Infrastructural Facilities


The Marketing Research ProcessStep 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?

© Aaker, Kumar, DayMarketing Research 7th Edition

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


The Marketing Research Process (Contd.)

Step 2

Research ObjectiveA statement, in as precise terminology as

possible, of what information is neededShould be framed to ensure information obtained

will satisfy research purpose

Research Question

Hypothesis Development

Research Boundaries



Research QuestionAsks 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?



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


Source• Theory

• Management experience

• Exploratory research

Research Question Hypothesis

Research Purpose

Research Design

Research Objective



Step 3

Estimating the Value of InformationValue depends on:

Importance of decision

Uncertainty that surrounds it

Influence of research information on the decision


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

© Aaker, Kumar, DayMarketing Research 7th Edition

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


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


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?

Marketing Research

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