1. Hannah Rhuelle B. Abellera
Ateneo Graduate School of Business
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2. Outline
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3. Marketing research is a systematic problem analysis,
model building and fact-finding for the purpose
of improved decision-making and control
in the marketing of goods n and services.
Concept 1
What is Marketing Research?
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4. Example1
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5. Source: www.marketresearchworld.net
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6. Concept 2
The Marketing Research Process
1. Define
Problem
2. Develop
Research
Plan
3. Collect
Information
4. Analyze
Information
5. Present
Findings
6. Make a
Decision
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7. Example2
Problem
• How will P&G understand the buying behavior of its consumers?
How to meet the desires/need of the consumers?
Research plan
• Focus group
• Shop with consumers
• Interview in the homes of consumers
• Selecting partners for marketing research, Nielsen company
• Collection of marketing research information from website
P&G interprets data and strategizes
www.pampers.com , www.pampers.ph/
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8. Concept 3
Qualitative Measures
Word Association
Projective Techniques
Visualization
Brand Personification
Laddering
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9. Word Association Example3
Diaper
Soft drinks
Detergent bar
Fabric conditioner
Sanitary napkin
Toothpaste
Refrigerator
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10. Scientific Method
Research Creativity
Multiple Methods
Interdependence
Value and Cost of Information
Healthy Skepticism
Ethical Marketing
Concept 4
Characteristics of Good Marketing Research
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11. Example4
“Know Your Shopper, Grow Your Revenue”
How they do it?
Consumer Panels and Retail Measurement
- Nielsen Consumer Panels
- Point-of-Sale (POS) Technology
Advanced Analytics
- Nielsen Catalina Solutions
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12. A demand is an economic principle
that describes a consumer's desire and willingness
to pay a price for a specific good
or service.
www.investopedia.com
Concept 5
What is Demand?
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13. Potential
Market
Available
Market
Target
Market
Penetrated
Market
Measures of Market Demands
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14. Demand of P&G Products Example5
High or Low demand of products?
P&G has the largest lineup of leading brands in industry
Over 20 brands reaching over $1 billion in annual sales
Another 20 brands generating around $500 million or
more in annual sales
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15. • Prediction of what will happen to your company's existing
product sales
• Uses a multi-functional approach
• Consider inputs from sales and marketing, finance, and
production should be considered
• Final demand forecast is the consensus of all participating
managers
http://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpuf
Concept 6
Forecasting Demand
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16. Example6
has deployed Terra’s Demand Sensing to
roughly 75% of its global business
• Multi-Enterprise Demand Sensing
• Inventory Optimization
• Transportation Forecasting
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17. Remember This…
“The aim of marketing is to
know and understand the
customer so well the product or
service fits him and sells
itself".
-Peter Drucker-
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18. Summary
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19. Hannah Rhuelle B. Abellera
Ateneo Graduate School of Business
www.hannahabellera.blogspot.com