This paper provides an estimation of market research spending in North America for 1999 - 2002 and a projection for 2006; an overview of the region's main characteristics; identifies major market research trends affecting the region 2002-2006; reviews key issues affecting North America; and finally provides recommendations for those undertaking market research market in the region.
Heavy up TV advertising for packaged goods has been the traditional way of estimating its effect on sales in the United States. With recent advances in information technology, testing can now be replaced by econometric modelling techniques that removes the influences of other marketing factors such as price changes, promotions, distribution and competition. The result is estimates of different sales responses over a range of television GRP delivery levels. This allows the TV budgeting and the local market allocation process to be planned on the basis of its contribution to sales. This paper begins with a discussion of evaluating advertising's sales response in the U.S. in an historical context, beginning as a design-driven process and recently moving to a model-driven process. The subject of econometric analysis for packaged goods product's advertising is introduced, and the technique for handling the residual effects of advertising is discussed. The non- linear nature of the advertising-to-sales relationship is displayed in a unique format for direct, end-user decision- making. Live examples demonstrate the power of the approach on both a national and local basis. There is a discussion of continuous vs. flighting schedules, day parts and limitations of the approach. A special-case application of econometrics is discussed for those who are wedded to test vs. control designs.
This paper describes high technology data collection systems in consumer marketing research and their relationship to the more traditional methodologies and techniques. A brief background and history of data collection technology used in research is followed by a classification of the technologies in use today or just emerging. These include single use, multiple use and the latest single source systems. The intended uses of these technologies and systems are described, with emphasis on the way the systems and technologies are linked internally to achieve their data integration. Each of the systems and technologies is compared to each other in terms of their data collection abilities, followed by a description and comparison to existing traditional, methodologies. The data collection strengths and weaknesses of each are examined, and a side-by-side comparison shows the potential for data collection substitution in regard to their utility features. The paper concludes with several statistical and design issues related to the high technology systems.
This paper describes marketing research information technology systems, their impact on the more traditional methodologies and techniques, and presents new research into user applications, both current and anticipated. A brief history of technology used in research is followed by a systematic cataloguing of research technologies in use today or just emerging. These include single use, and the latest single-source systems. The intended use of these technologies and systems is described, with emphasis on the way the systems and technologies are linked internally to achieve their information integration. Each of the systems and their technologies are compared to each other in terms of their specific utility, as well as their individual strengths and weaknesses. The impact on existing methodologies and techniques is examined from both a provider and user point of view. A side-by-side comparison shows the potential for substitution in regard to utility features and cost factors. Current research applications using scanner technology is examined. Scanner data can be divided into scanner panel data and store level data. Scanner panel data is used to analyze marketing mix variables and to determine market statistics such as market share, trends, prices, promotion frequency. One of the key advantages of electronic scanner panel data is the availability of causal information for aE the brands in the market. This allow researchers to analyze issues such as relative price and promotional activity. Paper diary data do not have this type of causal data and thus it is difficult to analyze competitive effects. The paper shows examples of how scanner data derived from single-source systems can be used to address basic consumer and retail issues.
This paper describes how new technology has been applied to single-source data designs for advertising strategy and new product testing in the United States. The history of single-source data is developed with regard to definition and utility. The contribution of technology to its advancement is shown as a major contributing factor.
This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising strategy and new product testing in the United States, the history of single-source data is developed with regard to definition and utility. The contribution of technology to its advancement is shown as a major contributing factor.