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Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter Twenty-Four
Traditional Applications of Marketing
Research: Product, Price, Distribution and
Promotion
New Product Research
New Product Research Process
Generation of new product concepts
Evaluation and development of those
concepts
Evaluation and development of the
actual products
Testing in the context of the marketing
program
Marketing Research 7th Edition
© Aaker, Kumar, Day
New Product Research
(Contd.)
Need Identification

Perceptual maps

Social and environmental trends

Benefit structure analysis

Product users

Focus-group interviews

Lead user analysis
Concept Identification
Marketing Research 7th Edition
© Aaker, Kumar, Day
New Product Research
(Contd.)
Concept Evaluation And Development
Use Testing

Blind use test
Predicting Trial Purchase
Pre-test Marketing
Marketing Research 7th Edition
© Aaker, Kumar, Day
New Product Research
(Contd.)
Test Marketing

Designing the sell-in market test

Selecting the test cities

Implementing and controlling the test

Timing

Measurement

Costs of a test market
Controlled Distribution Scanner Markets (CDSM)
Projecting Trial, Repeat and Usage Rate Using Panel Data
Marketing Research 7th Edition
© Aaker, Kumar, Day
Pricing Research

Gabor and Grainger method

Multi-brand choice method
Research for Profit-oriented Pricing
Research for Share-oriented Pricing
Marketing Research 7th Edition
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Distribution Research
Warehouse and Retail Location
Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis
Outlet Location Research
Marketing Research 7th Edition
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Distribution Research
(Contd.)
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
Marketing Research 7th Edition
© Aaker, Kumar, Day
Advertising Research
Criteria
Recognition
Recall
Persuasion

Forced exposure, brand preference change

On-air tests -- brand preference change
Customized Measures of Communication /
Attitude
Marketing Research 7th Edition
© Aaker, Kumar, Day
Advertising Research (Contd.)
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests
Tracking Studies
Diagnostic Testing
Marketing Research 7th Edition
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Advertising Research (Contd.)
Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
Marketing Research 7th Edition
© Aaker, Kumar, Day
Advertising Research (Contd.)
Budget Decision
Media Research

Measuring print vehicle audiences

Measuring broadcast vehicles audiences
Marketing Research 7th Edition
© Aaker, Kumar, Day
Sales Promotion Research
Promotional Tools
Price Discounts
Features
Displays
Coupons / Rebates
Sweepstakes
Marketing Research 7th Edition
© Aaker, Kumar, Day
Sales Promotion Research
(Contd.)
Promotional Strategy
Hi-lo
Every Day Low Price (EDLP)
Marketing Research 7th Edition
© Aaker, Kumar, Day