Marketing Research

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Marketing Research

• Aaker, Kumar, Day and Leone
• Ninth Edition
• Instructors Presentation Slides

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Chapter Six
Standardized Sources of Marketing Data
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Growth of Standardized Sources
Contributing Factors
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Audits and Surveys National Market Audit

• Bi-monthly audit focused on products irrespective
  of the type of outlet carrying the product

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

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Nielsen Retail Index

• Nielsens auditing services cover four reporting
  groups
• Grocery products
• Drugs
• Other merchandise
• Alcoholic beverages

• Contents of a Nielsen Store Audit Report
• Sales
• Distribution
• Selling prices
• Retailer support
• Media advertising
• Special analyses

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Consumer Purchase Panels

• To 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.)
Weekly results from scanner service
Weekly results from scanner service
Applying scanner data
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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
IRI
Subscriber
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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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Media Related Standardized Sources
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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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Applications of Standardized Data Sources
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