Marketing Research Dr V Kumar市场营销的研究 V库马尔博士.ppt

文档介绍：Marketing Research Dr V Kumar市场营销的研究 V库马尔博士
Chapter Six
Standardized Sources of Marketing Data
Essentials of MarSales Activity
Brand Shares
Shifts in Buyer Characteristics
Shifts in Retail Outlets
Essentials of Marketing Research Kumar, Aaker, Day
Limitations of Consumer Panels
Possibility of
Selection Bias
Mortality Effect
. move, illness, refusal
Testing Effects
first month records are discarded
Essentials of Marketing Research Kumar, Aaker, Day
Scanner Data
Have revolutionized grocery (and retail ) industry
Generates huge amounts of data
Main suppliers: IRI, Nielsen
Kraft Food spends more than $30 million per year on scanner data
In comparison to survey research: scanner data reveal actual consumer behavior
Essentials of Marketing Research Kumar, Aaker, Day
Single-source Systems
Combine scanner data, panels, and TV-measurement
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
Example: BehaviorScan by IRI
Essentials of Marketing Research Kumar, Aaker, Day
Single-source Systems
Experiment like setting
Control of
advertising exposure in TV, newspapers, …
couponing
buying behavior
Essentials of Marketing Research Kumar, Aaker, Day
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
Essentials of Marketing Research Kumar, Aaker, Day
Media Related Standardized Sources
Nielsen Media Research (previously Nielsen Tele