Professional Documents
Culture Documents
Research
Aaker, Kumar, Day
Seventh Edition
Instructors Presentation
Slides
Chapter One
A Decision-Making
Perspective On Marketing
Research
Marketing Research
Function of Marketing Research is to link
an organization to its market through
information
Identify and define marketing opportunity
and problems
Generate, redefine and evaluate marketing
actions
Monitor marketing performance
Improve understanding of marketing as a
process
Marketing Research 7
Aaker,
Kumar, Day
Kumar, Day
Aaker,
Marketing Information
System
A continuing and interacting structure of people,
equipment and procedures designed to gather,
sort, analyze, evaluate, and distribute pertinent,
timely and accurate information to marketing
decision making
MIS Uses 3 Types of Information
Marketing Research 7
Aaker,
Kumar, Day
Role of Marketing
Research in Managerial
Decision Making
Four Stages of Market Planning
Process
Situation
analysis
Strategy
development
Marketing
program development
Implementation
Marketing Research 7
Kumar, Day
Aaker,
Situation Analysis
Analysis of
Market
environment
Market
characteristics
Consumer
behavior
Research Approaches
Organize
Focus
groups
Marketing Research 7
Kumar, Day
Aaker,
Strategy Development
Market Research Provides Information
to Assist Management With Three
Critical Decisions
What
How
will we compete?
What
Marketing Research 7
Kumar, Day
Aaker,
Marketing Program
Development
Programs embrace specific tasks
Action program usually focuses on a
single objective in support of one
element of overall business strategy
Marketing Research 7
Kumar, Day
Aaker,
Implementation
Starts with decision to proceed to a new
program or strategy
Commitment to objectives, budgets and
timetables
Specific measurable objectives must be set
for all elements of marketing program
"Did the elements achieve their objectives?"
Should the marketing program be
continued, discontinued, revised or
expanded?"
Marketing Research 7
Kumar, Day
Aaker,
Marketing Research 7
Kumar, Day
Aaker,
Ethics in Marketing
Research
Ethics of the Sponsor
Respondents Abuse
Falsifying answers
Marketing Research 7
Kumar, Day
Aaker,
sq ft.
Carries only 5,000 SKUs compared to
20,000 SKUs.
Marketing Research 7th Edition
Situation
Analysis
Strategy
Development
Marketing
Program
Development
Implementation
Performance monitoring
Refining strategies and program
Marketing Research 7
Kumar, Day
Aaker,