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Market Intelligence
Julie Edell Britton
Session 1
August 7, 2009
Todays Agenda
Who am I?
Education: Ph.D., M.S., Graduate School of Industrial
Administration, Carnegie-Mellon University; B.A. University
of Nebraska in math
Teaching: Fuqua in 1980, CRM, Mkt Intelligence,
Consumer Behavior, Statistics, Mkting Mgmt,
Research: Consumer cognitive and emotional response to
marketing actions
Favorite Sports: Duke Basketball, Nebraska Football
(American), Soccer
Family: Married with 6 children, aged 20 29; 3 boys, 3
girls, 2 grandchildren and 2 cats
Todays Agenda
3 Key Skills
Backward market research (1,2)
Getting data, judging its quality & analyzing (2-6)
Analysis frameworks for classic marketing
problems
decisions relating to
Segmentation: choosing a base, analysis
New products:
Beginning with exploratory (e.g., focus groups)
Scientific methods for new product concept
screening: surveys, conjoint analysis,
simulated test markets
Pricing
Promotion
Todays Agenda
Class Tools
Readings Course Pack
Cases Almost every class
Text Essentials of Marketing
Research, 2nd Edition,
Kumar, Aaker and Day (KAD)
Data Analysis SPSS Statistics 17.0
Stephen Spiller
(SPSS Help)
Assignments
Submit using online submission tool on the
platform.
Follow submission deadlines on the platform.
Major Team Cases: WEMBA A, WEMBA C
Daily cases:
Team cases: Southwestern Conquistador Beer
and WEMBA B
Individual or Team (or Team Subset) - all others
Grading
Class participation (10%)
Use your tent card daily.
Be in class and prepared every day
I will cold-call.
Email me if you will be absent or unable to prepare for a class
I will avoid calling on you one day during the term.
Class Schedule
Sat. 8/8 - Problem definition & information needs, Secondary data
Hypothesis formulation & elementary data analysis and reporting.
Read: KAD Ch 4, 5, 12 (pp. 361-366) and Whats Behind the Numbers?
Case Discussion Southwestern Conquistador Beer
Fri. 8/21 - Database hypothesis testing exercise, Identifying customer
needs, SPSS Tutorial
Read: KAD pp. 384-390, The Elaboration Model. (pp. 402-403), Review
SPSS online Tutorial and Help Session handout.
Sat. 8/22 - Intro to survey research, Measurement
Read: KAD pp. 178-191; 197-202; 209-229; 247-266; and Comparative
Advertising: Measurement Scales and Data Analysis
Case Discussion - National Insurance
Fri. 9/4 Focus Groups, Questionnaire design, Survey sampling
Read: KAD pp. 283-290; 306-316; Conducting the Focus Group, and
Thoughts on Qualitative Research
Case Discussion Colgate Oral Care Focus Group
Class Schedule
Sat. 9/5 Causal Research and Experiments
Read: KAD pp. 97-101
Case Discussions Milan Foods SPSS Sampling Assignment (no
slides) and Wall Street Journal/ Harris Interactive Survey of MBA
Program Recruiters (no slides)
Fri. 9/25 New Product Concept Screening and Conjoint Analysis
Read: Factorial Designs, pp. 357-359 and Conjoint Analysis: A
Managers Guide
Case Discussion WEMBA B and Entitle Direct Title Insurance (no
slides)
Sat 9/26 Market Segmentation
Read: Segmenting Markets including the appendix
Case discussions Cola Exercise and IBM Mobile Computing
Class Schedule
Fri. 10/9 Regression analysis for promotion analysis, Debrief WEMBA
C Case, Simulated Test Markets
Read: Regression Analysis Applied to Sales Promotion, and Its
Better to Fly a Simulator Than Crash the Real Thing
Sat 10/10 Course Wrap-Up
Case discussions Nestle Refrigerated Foods: Contadina Pasta
and Pizza (A)
Other Important Dates
9/3 8 pm Colgate Case Slides Due
9/16 8 pm Mid-Term Exam Due
9/20 8 pm WEMBA A Team Case Write-up Due
9/24 8 pm WEMBA B Team Case Slides Due
9/25 10 pm IBM Global Mobile Computing Case Slides Due
10/8 10 pm WEMBA C Team Case Write-up Due
10/10 8 am Nestle: Contadina Pasta Case Slides Due
Questions
Todays Agenda
Responsibilities
3 Parties in the Research Process:
Client (User, Sponsor)
Supplier (Market Research Firm, Provider)
Respondent (Customer, Subject)
Clients Responsibilities
To respondents:
avoid using respondent list for sales leads
avoid deception (no sugging or frugging)
To suppliers
Avoid dishonesty (free-riding)
Provide accurate inputs to research
Decision Research =
Nonzero Value of Information
Suppliers Responsibilities
Client confidentiality
Freedom from conflict of interest
Proper execution of research
Technically sound
Limitations disclosed
Meet time and $ budget agreed upon
Approaches to Ethics
Deontological versus Consequentialist
You are the market research director of a
pharmaceutical company, and the
executive director suggests to you that
company interviewers telephone
physicians under the name of a fictitious
market research agency. The purpose of
the survey is to help assess the perceived
quality of the companys products.
Ethical Dilemma 3
John Rider is the Senior VP at ESPN The Magazine.
His background is in publishing, running Spin and
Rolling Stone magazines, each of which is targeted
at young male readers. He describes the process of
designing and launching ESPN The Magazine. He
chose age as a strategic basis for segmentation and
chose to design a sports magazine for 18-34 year
old men. The key to his strategy is the fact that he is
actually selling to two markets readers of sports
magazines and advertisers. Most of his revenue is
to come from the latter. Advertisers will pay a
premium to have a highly targeted vehicle to reach
Ethical Dilemma 1
Jim Horsky, a marketing manager at Bell
Atlantic wanted to develop a logical
portfolio of access solutions for a Custom
Select offering: The manager and internal
research supplier sought to build a model
that allows Bell Atlantic to simulate revenue
and profit streams for all permutations of
price and access combinations being
considered, thus enabling the selection of
the profit-maximizing solution. The process
Ethical Dilemma 2
Bell Atlantic develops long term
relationships with research suppliers. A key
research supplier drops Bell Atlantic and
takes a large account with Sprint.
Conclusions
Understand the ethical responsibilities of the client (thats you!)
and recognize behaviors that might amount to a failure to
honor those responsibilities.
Understand what behaviors are not unethical, though they
seem on the surface to clash with an ethical responsibility.
Generate creative solutions to ethical dilemmas that serve
your ethical principles while still doing what seems to be in the
best interest of ones firm.
Key is often whether the other parties are informed of facts that would cause
them to change their investment in activities with you, the client.
Recap
This course is for users of market research
Lots of moving parts, but platform will help
you keep track of things
Responsibilities & Ethics
Recognize affected parties, Seek 3rd alternative
when apparent ethical conflicts arise