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Marketing
Research
Aaker, Kumar, Day
Seventh Edition
Instructor’s Presentation
Slides
Chapter Six
Standardized Sources of
Marketing Data
Growth of Standardized
Sources
Factors
Multitude of information users having
common information needs
When cost of satisfying individual user's need
is prohibitive
The increasing use of scanner systems at the
check out points
Marketing Research 7th Edition
© Aaker, Kumar, Day
Audits and Surveys:
National Market Audit
Bi-monthly audit focused on products
irrespective of the outlet carrying the
product
Marketing Research 7th Edition
© Aaker, Kumar, Day
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
Beginning inventory + deliveries – ending inventory = sales
Marketing Research 7th Edition
© Aaker, Kumar, Day
Nielsen Retail Index
Biggest research company in the world
Their auditing services cover four
groups
 Grocery
products
 Drugs
 Mass
merchandisers
 Alcoholic
Marketing Research 7th Edition
beverages
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Consumer Purchase Panels
To Cover the Gap Between Warehouse
Withdrawal Audits and Actual Purchases
Following Methods Can Be 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
Marketing Research 7th Edition
© Aaker, Kumar, Day
Advantages of Consumer
Panels
Can Provide Information On:
 Aggregate
Sales Activity
 Brand
Shares
 Shifts
in Buyer Characteristics
 Shifts
in Retail Outlets
Marketing Research 7th Edition
© Aaker, Kumar, Day
Limitations of Consumer
Panels
Possibility of Selection Bias
Mortality Effect
Testing Effects
Marketing Research 7th Edition
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Scanner Services
Scanner-Based Audit Services
 Benefits:
 High
degree of accuracy
 Time saving
 Ability to study very short time periods of
sales activity
Marketing Research 7th Edition
© Aaker, Kumar, Day
RFID
A new technology that may replace the bar codes.
Utilizing a tiny silicon chip to store information; a
small transmitter would then send this information
to a scanner. RFID offers more benefits than a
UPC, such as:



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
Marketing Research 7th Edition
© Aaker, Kumar, Day
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
Marketing Research 7th Edition
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Advantages of Single Source
Systems
Availability of exclusive pre-test records
Immediate availability of test results
Ability to compare households prior to
and after exposure to the message
Ability to control settings
Marketing Research 7th Edition
© Aaker, Kumar, Day
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:

Apollo Space Management Software

Cover Story

Sales Partner

Promotion Stimulator

Spotlight
Marketing Research 7th Edition
© Aaker, Kumar, Day
Media Related Standardized
Sources
Nielsen Television Index (NTI)

A system for estimating national T.V. audiences
Arbitron Diary Panel

Both regional and national radio and TV panels
Starch Scores

Print media
Multi Media Services
Marketing Research 7th Edition
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Measurement Systems
SMART
PEOPLE METER
Mechanics
No wire connections
Research Methods
Data retrieved by
Telephone
reading UTCP codes connections used to
return data
Method of Data
Collection
User logs in/out
before and after
watching TV
User punches
numerical code into
data-entry device
Reputation as:
Media measurement
business serving the
ratio industry
Foremost in TV
ratings
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Wired directly to TV
and VCR tuners
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Marketing Decision Support
Systems
A typical marketing manager receives some or all of
following data:

Factory shipments or order

Syndicated aggregate (industry) data services

Sales reports from sales personnel

Consumer panel data

Scanner data

Demographic data

Internal cost and budget data
Purpose of MDSS is to combine marketing data from
diverse sources into single database
Marketing Research 7th Edition
© Aaker, Kumar, Day
Applications of Standardized
Sources of Data
Measuring Promotion
Effectiveness
Measuring Ad Exposure
and Effectiveness
Scanner data
Starch scores
Diary panels
NTI
Arbitron
Multimedia services
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© Aaker, Kumar, Day
Applications of Standardized
Sources of Data (Cont.)
Measuring Product
Sales and Market Share
Estimation and
Evaluation of Models
Diary panels
Scanner data
Retail audits
Starch scores
Scanner data
Diary panels
Internal records
Internal records
SIC
Marketing Research 7th Edition
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Applications of
Standardized Sources of
Data (Contd.)
Measuring product sales and market
share
Measuring advertisement exposure and
effectiveness
Measuring promotion effectiveness
Estimation And evaluation of models
Marketing Research 7th Edition
© Aaker, Kumar, Day