Marketing Research

1. Marketing Research Aaker, Kumar, Day Ninth Edition Instructor’s Presentation Slides

2. Chapter Twenty-four Traditional Applications of Marketing Intelligence

3. Phases in New Product Research Concept Generation Need Identification Concept Identification Concept Evaluation and Development Product Evaluation and Development Testing the Marketing Program

4. Concept Generation Need Identification

5. Concept Generation (Contd.) Concept Identification

6. Use Testing • Virtual Product Testing • Blind use test • Predicting Trial Purchase • Pre-test Marketing Product Evaluation And Development

7. Pretest Marketing Example The ASSESSOR Laboratory Test Market Research Design and Measurement

8. Sell-in test markets • Controlled Distribution Scanner Markets (CDSM) Selecting the test cities • Representativeness • Data availability • Media isolation and costs • Product flow Test Marketing

9. Create or expand a new category, thereby making cross-category competition the key (e.g., fruit teas versus soft drinks) Are new to customers, for whom substantial learning is often required (i.e., what it can be used for, what it competes with, why it is useful) Raise broad issues such as appropriate channels of distribution and organizational responsibility Create (sometimes) a need for infrastructure, software, and add-ons Really New Products

10. Gabor and Grainger method Multi-brand choice method Research for Profit-oriented Pricing Research for Share-oriented Pricing Pricing Research

11. The pricing pattern that is adopted for increasing market share is to: • Offer a lower price (even below cost) when entering the market. • Hold that price constant until unit costs produce a desired percentage markup. • Reduce price as costs fall to maintain markup at the same desired percentage of costs. • The types of information required for this pricing method are • The nature of the experience curve. • Breakeven points. • Cost of units sold to additional market segments. • Competitor costs. • Forecast of the ‘‘decline’’ stage of the product life cycle. Pricing Research (Contd.)

12. Warehouse and Retail Location Research Center-of-gravity Simulation Computerized Simulation Models Catchment Area Analysis Outlet Location Research Distribution Research Center-of-gravity warehouse location to serve five retail stores.

13. 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 Distribution Research (Contd.)

14. Criteria • Recognition • Recall • Day-After Recall (DAR) measure – on-air test • Persuasion • Forced exposure, brand preference change test • Clutter/awareness score • Attitude-shift measure • Impact on purchase behavior Advertising Research

15. Sample diagnostic questions: • Comprehension of message or slogan • Communication of secondary copy ideas • Evaluation of demonstrations, spokesperson, message • Perception of brand uniqueness or brand differentiation • Irritating or confusing elements • Viewer involvement Advertising Research (Contd.)

16. Purchase Behavior • Coupon stimulated purchasing • Split-cable tests Copy Test Validity • Qualitative Research • Audience Impressions of the Ad • Adjective Checklist • Eye Movement • Physiological Measurement Advertising Research (Contd.)

17. Media Research • Measuring print vehicle audiences • Recent-reading method • Reading-habit method • Measuring broadcast vehicles audiences Advertising Research (Contd.)

18. Promotional Tools • Price Discounts • Features • Displays • Coupons / Rebates • Sweepstakes Sales Promotion Research

19. Promotional Strategy Hi-lo Every Day Low Price (EDLP) Sales Promotion Research (Contd.) A schematic framework of the major types of sales promotion.

20. Sales Promotion Research (Contd.) Specific Sales Promotional Tools