Marketing

Research
Aaker, Kumar, Day
Seventh Edition
Instructors Presentation
Slides

Chapter Three
The Marketing Research
Process

Overview of Marketing
Research Process
MR Process Evolves From Answers to
Five Key Questions
Why

should we do research?

What
Is

research should be done?

it worth doing the research?

How

should the research be designed to

achieve the research objectives?

What

will we do with the research?

Marketing Research 7th E

Aaker,
Kumar, Day

Marketing Research
Process

Marketing Research 7th E

Aaker,
Kumar, Day

MARKETING PLANNING AND INFORMATION SYSTEM

Planning system

Information system

Strategic plans

Databases

Tactical plans

DSS

1. AGREE ON RESEARCH PROCESS

Problems or opportunities
Decision alternatives
Research users
Marketing Research 7th E

Aaker,
Kumar, Day

2. ESTABLISH RESEARCH OBJECTIVES

Problems or opportunities
Decision alternatives
Research users

Estimate
the value of
information

NO

Do not conduct
marketing research

Is benefit >
cost

Marketing Research 7th E

Aaker,
Kumar, Day

YES
2. ESTABLISH RESEARCH OBJECTIVES

Problems or opportunities
Decision alternatives
Research users
5. COLLECT THE DATA

6. PREPARE AND ANALYZE THE DATA

7. REPORT THE RESEARCH RESULTS AND PROVIDE
STRATEGIC RECOMMENDATIONS

Marketing Research 7th E

Aaker,
Kumar, Day

The International Marketing

Research Process
Marketing research process is
consistent for both domestic and
international markets
Variety of market environments affect
international marketing research
process

Marketing Research 7th E

Aaker,
Kumar, Day

Major Environmental Forces

Influencing International
Marketing Research Process
Economic Environment
Social-cultural Environment
Political and Legal Environment
Technological, Multimedia and
Infrastructural Facilities

Marketing Research 7th E

Aaker,
Kumar, Day

The Marketing Research Process

Step 1

Research Purpose

Problem or opportunity analysis

Which

problems or opportunities are anticipated

What

is the scope of the problems and the possible

reasons?

Evaluation of decision alternatives

What

are the alternatives being studied?

What

are the criteria for choosing among the alternatives?

Research users
Who
Are

are the decision makers?

there any covert purposes?

Marketing Research 7th E

Aaker,
Kumar, Day

Kroger Opens Signature Store

Kroger Co. is adding five new Signature stores in
Houston. More than 1,000 questionnaires were sent
to targeted area residents asking what kind of
features the respondents (or future customers)
would like to see included in a new supermarket in
their neighborhood. Based on the surveys, Kroger
added several variations:
A

larger selection of wines

A sit-down coffee bar
The largest all-natural food section
U-Scan Express aisles
Marketing Research 7th Edition

Aaker, Kumar, Day

The Marketing Research

Process (Contd.)
Step 2
Research Objective
A

statement, in as precise terminology as

possible, of what information is needed

Should

be framed to ensure information obtained

will satisfy research purpose

Research Question
Hypothesis Development
Research Boundaries
Marketing Research 7th E

Aaker,
Kumar, Day

The Marketing Research

Process (Contd.)
Research Question
Asks

what specific information is required to

achieve the research purpose

Sample questions to determine if a specific

advertisement should be run:
Will

the advertisement be noticed?

Will it be interpreted accurately?
Will it influence attitudes?
Marketing Research 7th E

Aaker,
Kumar, Day

The Marketing Research

Process (Contd.)
Hypothesis Development

A possible answer to a research question.

Generating a hypothesis
Draw on previous research efforts
Borrow from other disciplines such as:

Psychology
Sociology
Marketing
Economics

Managers experience with related problems, coupled

with knowledge and the use of judgment

Marketing Research 7th E

Aaker,
Kumar, Day

Source
Theory
Management experience
Exploratory research

Research
Purpose

Research
Question

Hypothesis

Research
Design

Research
Objective

Marketing Research 7th E

Aaker,
Kumar, Day

The Marketing Research

Process (Contd.)
Step 3
Estimating the Value of Information
Value

depends on:

Importance

of decision

Uncertainty

that surrounds it

Influence

of research information on the decision

Marketing Research 7th E

Aaker,
Kumar, Day

Illustrative Decision Models

Introduce

Case A

Success

$ 4 million

Failure

$ 1 million

Do not
Introduce
Success

$ 4 million

Introduce

Failure

Case B

-$ 2.5 million

Do not
Introduce

Marketing Research 7th E

Aaker,
Kumar, Day

What is an HMO?
A health maintenance organization that involves fixed
monthly payments directly to a group of doctors or a
clinic that is then responsible for all the health needs
covered by the plan.
Advantages

Total annual cost of an HMO to the consumer is lower than

for group insurance plans
Flat-fee formula discourages doctors from hospitalizing
patients for longer than necessary
Emphasis on preventative care produces fewer seriously ill
patients.

Disadvantages

Restriction of the choice of physicians and hospitals to those

affiliated with the HMO

Marketing Research 7th Edition

Aaker, Kumar, Day

The International Marketing

Research Process
Avoid mistakes:
Profile you target customers and clients
Interview target segments to assess how well they
match your preconceived ideas
Hire local researchers
Use a variety of methods to get a well-rounded picture

Qualitative methods
Quantitative methods

Look at the findings and analyze what must be done

differently, abroad or internationally, in comparison with
current domestic marketing activities

Marketing Research 7th E

Aaker,
Kumar, Day

Framing Research Questions

in an International
Environment
Possible questions:
Do opportunities exist for entry into foreign markets?
Which foreign markets warrant detailed investigation?
What are the major economic, political, legal, and other
environmental facts in each potential country?
What mode of entry does the company plan to adopt?
What is the market potential in these countries?
Who are the firms present and potential customers?
What is the nature of competition in the foreign market?
What kind of strategy should the firm adopt?

Marketing Research 7th E

Aaker,
Kumar, Day