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Chap 4
1.
4 Conducting Marketing Research and Forecasting
Demand Marketing Management, 13th ed
2.
Chapter Questions • What
constitutes good marketing research? • What are good metrics for measuring marketing productivity? • How can marketers assess their return on investment of marketing expenditures? • How can companies more accurately measure and forecast demand? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-2
3.
What is Marketing
Research? Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3
4.
Types of Marketing
Research Firms • Syndicated service • Custom • Specialty-line Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-4
5.
The Marketing Research
Process • • • • • • Define the problem Develop research plan Collect information Analyze information Present findings Make decision Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-5
6.
Step 1: Define
the Problem • Define the problem • Specify decision alternatives • State research objectives Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-6
7.
Step 2: Develop
the Research Plan • • • • • Data sources Research approach Research instruments Sampling plan Contact methods Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-7
8.
Research Approaches • • • • • • Observation Ethnographic Focus group Survey Behavioral
data Experimentation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-8
9.
Research Instruments • Questionnaires •
Qualitative Measures • Technological Devices Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-9
10.
Questionnaire Do’s and
Don’ts • Ensure questions are free of bias • Make questions simple • Make questions specific • Avoid jargon • Avoid sophisticated words • Avoid ambiguous words • Avoid negatives • Avoid hypotheticals • Avoid words that could be misheard • Use response bands • Use mutually exclusive categories • Allow for “other” in fixed response questions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-10
11.
Question Types -
Dichotomous In arranging this trip, did you contact American Airlines? Yes No Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-11
12.
Question Types –
Multiple Choice With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-12
13.
Question Types –
Likert Scale Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-13
14.
Question Types –
Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-14
15.
Question Types –
Importance Scale Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-15
16.
Question Types –
Rating Scale American Airlines’ food service is _____. Excellent Very good Good Fair Poor Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-16
17.
Question Types – Intention
to Buy Scale How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-17
18.
Question Types – Completely
Unstructured What is your opinion of American Airlines? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-18
19.
Question Types – Word
Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________ Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-19
20.
Question Types – Sentence
Completion When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-20
21.
Question Types – Story
Completion “I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-21
22.
Question Types – Picture
(Empty Balloons) Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-22
23.
Qualitative Measures • • • • • Word association Projective
techniques Visualization Brand personification Laddering Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-23
24.
Technological Devices • • • • • Galvanometers Tachistoscope Eye cameras Audiometers GPS Copyright
© 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-24
25.
Sampling Plan • Sampling
unit: Who is to be surveyed? • Sample size: How many people should be surveyed? • Sampling procedure: How should the respondents be chosen? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-25
26.
Table 4.2 Types
of Samples Probability Samples • Simple random • Stratified random • Cluster Nonprobability Samples • Convenience • Judgment • Quota Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-26
27.
Contact Methods • • • • Mail questionnaire Telephone
interview Personal interview Online interview Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-27
28.
Pros and Cons
of Online Research Advantages • Inexpensive • Fast • Accuracy of data, even for sensitive questions • Versatility Disadvantages • Small samples • Skewed samples • Technological problems • Inconsistencies Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-28
29.
What is a Marketing
Decision Support System (MDSS)? A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-29
30.
Barriers Limiting the
Use of Marketing Research • • • • A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings • Personality and presentational differences Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-30
31.
Table 4.3 Characteristics
of Good Marketing Research • • • • • • • Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-31
32.
What are Marketing
Metrics? Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-32
33.
Table 4.4 Marketing
Metrics External Internal • • • • • • • • • • • • • • • • Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers • Loyalty Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-33
34.
What is Marketing-Mix
Modeling? Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-34
35.
Marketing Dashboards • A
customer-performance scorecard records how well the company is doing year after year on customer-based measures. • A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company’s performance including employees, suppliers, banks, distributors, retailers, and stockholders. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-35
36.
Table 4.5 Sample
Customer-Performance Scorecard Measures • • • • • • • % of new customers to average # % of lost customers to average # % of win-back customers to average # % of customers in various levels of satisfaction % of customers who would repurchase % of target market members with brand recall % of customers who say brand is most preferred Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-36
37.
Common Measurement Paths • • • • Customer
metrics pathway Unit metrics pathway Cash-flow metrics pathway Brand metrics pathway Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-37
38.
The Measures of
Market Demand • • • • Potential market Available market Target market Penetrated market Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-38
39.
Vocabulary for Demand
Measurement • • • • • • Market demand Market forecast Market potential Company demand Company sales forecast Company sales potential Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-39
40.
How Can We
Estimate Current Demand? • Total market potential • Area market potential • Market buildup method • Multiple-factor index method Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-40
41.
Estimating Future Demand • • • • • Survey
of Buyers’ Intentions Composite of Sales Force Opinions Expert Opinion Past-Sales Analysis Market-Test Method Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-41
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