MARKETING RESEARCH PART 7 pdf

• Standardized information is a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users... Types of Standardized Infor

Standardized Information

Sources

What is Standardized

Information?

• Standardized information is a type of secondary data in which the data

collected and/or the process of

collecting the data are standardized for all users

Types of Standardized

Information

• Syndicated data are data that are

collected in a standard format and

made available to all subscribers

Types of Standardized

Information

• Standardized services refers to a

standardized marketing research

process that is used to generate

information for a particular user

– ESRI’s

Community Tapestry

Advantages of Syndicated Data

in purchasing syndicated data.

Advantages of Standardized

Services

experience of the research firm offering the service

standardized service may not know

a particular industry well

Application Areas of Standardized Information

Examples Gallup.com

defense, stem cell research,

important factors in buying a car,

smoking population percents over

time, guns, etc

several years; Gallup started in 1935

Examples Dun’s Market Identifiers

collects vast amount of information

on business firms, private and public

monthly

NAICS uses 5 or 6, DMI’s uses 8

Examples Dun’s Market Identifiers

Where are they? Who are they?

wholesalers/nondurables

miscellaneous goods! Thousands of firms wholesaling all kinds of goods

• Geodemographics is the term used to describe the classification of arbitrary, usually small, geographic areas in

terms of the characteristics of their

inhabitants

called PRIZM

U.S in terms of 66 different clusters

segments

Application Areas of Standardized Information (cont.)

RETAIL, HOME

track, a variable over time

Services4,800 food, drug and mass

Application Areas of Standardized Information (cont.)

track, a variable over time

Convenience Track® for tracking products sold through c-stores

Tracking32,000 supermarkets, drugstores,

• A problem with today’s IT

environment is information overload There is a need to help managers

trying to digest thousands of pages of scanning data How do you turn

tracking data into intelligence?

standardized services to help…

ACNielsen’s Category Business

Planner

their products are performing within

each retailer’s own proprietary

planning process

Application Areas of Standardized Information (cont.)

• Monitoring Media Usage and Promotion Effectiveness

– Tracking downloaded music –

ACNielsen’s SoundScan

– Television – Nielsen Television Index (NTI)

Application Areas of Standardized Information (cont.)

• Monitoring Media Usage and

Promotion Effectiveness

– Radio – Arbitron

– Print – NOPWorld’s

Starch Readership Service

– Multimedia – Simmons

National Consumer Study

Single Source Data

• Single-source data: data that contain information on several variables such

as promotional message exposure, demographics, and buyer behavior

– Recorded continuously from a panel of respondents to measure their exposure to promotional materials (usually TV as well as in-store promotions) and subsequent buying

Age Income TV ad? Purcha